A guide to using content marketing for generating traffic, leads, and revenue.

1. Content
marketing
guide

2. What is content marketing?
Content marketing is all the craze right now. Every
marketer and their mom is doing it.
In business terms, it's the practice of creating
valuable content that gets you the attention of
potential customers.
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3. Is content marketing worth it?
Content marketing is extremely effectively, and can cost
you absolutely nothing. (Except time, of course)
And you know all of that outbound crap you're doing? It
costs 62% more than inbound, and produces 3 times less
leads.
That means by investing into content marketing, you can
start saving money and getting more leads. It's a no-
brainer!
I wrote a guide on content marketing KPIs you can
check out to ensure your campaign is performing
properly, as well.
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4. Is content marketing dead?
Did it have a funeral? Was there an obituary? As far
as I'm concerned, and some of the biggest
companies in the world are, content marketing is not
dead.
Heck, do you know who one of the pioneers of content
marketing is? You'll never guess.
John Deere.
Yeah, the tractor and farming company. I'm not joking.
Their magazine, The Furrow, has been running since
1895!
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5. Is content marketing the
future?
Yes. But, that'd mean we're living in the future right
now.
However, many businesses are still late to the party. Are
you one of them?
If you begin today, you can begin creating content that will
grow your business years from now.
Think about it. I bet if you snoop your competitors, many
of them are producing blog posts, videos, podcasts, or
other material.
Don't let them get ahead!
I have a post on content marketing trends that you
shouldn't miss out on. It will ensure that your content
strategy is modern and not in the stone age.
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6. Does content marketing
work?
Yes, but don’t take my word for it.
Let’s look at some content marketing case studies
that show the power of producing high quality
content on a regular basis...
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7. Ciox
Ciox produced infographics, quizzes, videos, Q&A sessions, and other forms of content to generate more leads.
Results:
● Ciox reached almost 1,900 potential leads.
● They achieved a 42.8% open rate.
● They received a 14.5% CTR.
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8. Equifax
Equixfax created a campaign involving social media post, blogs, webinars, promotional emails, and other touch
points.
The main focus were the quarterly webinars they held, which taught viewers about practical economic and credit
trends. The results were:
● A 200% increase in the amount of registrations for their webinars.
● Double the amount of viewers per webinar.
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9. Veracode
The software security company, Veracode, created a multi step content marketing campaign to generate new
clients.
They used several different inbound and outbound channels to achieve their goals.
Their results were mind-blowing:
● They received 4,000 different inquiries.
● 479 of those became qualified opportunities.
● 241 became paying customers.
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10. How does content generate
leads?
Here's how content marketing generates leads in a
nutshell:
1. You develop a personification of your ideal
customer. This includes pain points,
questions, and interests.
2. You create content around the ideal
customers, so you attract only relevant and
high quality traffic.
3. You capture them into a funnel to share your
products, services, and other content.
4. 💲💲💲
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11. How to execute content
marketing
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12. Step 1: Develop a buyers
persona
A buyers persona is a personification of your ideal
customer. Don't worry if you don't have all of the latest
data to make a 99% accurate assumption. You can
optimize it over time.
Using a buyers persona has been proven to make
your marketing efforts 2-3x more effective, as well.
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13. Step 2: Create a content
calendar
A calendar that consists of all of the content you
will publish on specific dates.
Columns can include topic, publishing date, SEO
keywords, and any other critical information you
wish to include.
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14. Step 3: Repurpose and
promote
Never let content sit idle. Promote it via social
media, your email newsletter, and on forums.
Furthermore, you need to take pieces of content
and turn them into other formats. For example you
may write a blog post, but it can be turned into a
video and podcast episode.
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15. Learn more about content marketing
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