Eduserv's Marketing Manager, Alex Bacon, presented at the B2B Network about his experience of content marketing and how to deliver valuable and engaging content to your audiences whilst generating leads at the same time.

1. Generating leads
with content
marketing

2. Alex Bacon
Marketing Manager, Eduserv
@alexsbacon

6. The Good

7. Engage early
• Speak to your customers
• Involve your prospects
• Involve an authority in
your market place

8. Think about distribution from day one
• SEO
• Distribution partners
• PR

9. To lead capture form,
or not lead capture
form, that is the
question.

10. Repurpose and
make your content
work hard.

11. Follow-up

12. Charity example
• 310 survey responses from digital professionals
• 614 downloads of heads of digital report
• 190 downloads of CEO report
• 39 attendees to workshop
• 5 sales opportunities
• 2 clients won

13. University example
• 159 sign-ups
• 32 (clearing students) , 45 (post-grad and alumni), 51 (international students)
• 37 on sitecore demo
• 13 sales opportunities
• 2 customer won

14. The bad and the ugly.
The challenges.

17. Resources
• www.eduserv.org.uk/insight
• https://tfmainsights.com/download-science-content-research

18. Questions?