Content is becoming one of the most important elements for both sales and marketing. But how do you generate powerful and engaging content? In this presentation, we break down what good content looks like and how to generate it.

1. Using Content Marketing to
Improve Lead Generation
Michael Halper
Founder and CEO

2. Types of Content
• Blog posts
• Case Studies
• Articles
• eBooks
• Press Releases
• Webinars
• Whitepapers
• Newsletters

3. Traditional Messaging Approach
Messaging Strategy
Presentation
Benefits
Website
Features
Networking
Functionality
Email
Product
Introduction
Company
Cold Call

4. The SalesScipter
Approach
Messaging Strategy
Credibility
Presentation
Interest
Website
Objections
Networking
Qualify
Email
Pain
Introduction
Value
Cold Call

5. Content Marketing Topic Examples
Value Topic
Objections Topic
• 4 Keys to Improve Your Conversion Rate
• To Script or Not Script? That is the
question.
Pain Topic
• 5 Ways to Decrease Sales Staff Turnover
Interest Topic
• Benefits of a CRM and Email Marketing in
One Database
Qualify Topic
• Are you concerned about sales staff
turnover?
Credibility Topic
• How Wilson Tech Improved Inventory
Turnover

6. Building Content Marketing Emails
• Subject line – some version of content topic
• 5 Ways to Decrease Sales Staff Turnover
• Body of email
• Portion of content piece – one to two paragraphs
• Link to access more
• Email format
• HTML formatted or plain text

7. Email Campaigns
• Tier 1 – new/cold prospects
• Value topics
• Pain topics
• Qualify topics
• Tier 2- opt in/warm prospects
•
•
•
•
Objections
Interest
Credibility
FAQs

8. Step 1: Build Your List
Step 2: Load and send tier 1
campaign
Pain Email
“5 Ways to Decrease Sales
Staff Turnover”
Step 3: Identify and call
“clicks”
Step 4b: Schedule tier 2
campaign
Credibility Email
“How Wilson Tech Improved
Inventory Turnover”
Step 4a: Schedule
appointment / meeting
nv

9. The
SalesScripterApproach
Messaging Strategy
Credibility
Presentation
Interest
Website
Objections
Networking
Qualify
Email
Pain
Introduction
Value
Cold Call

10. Distributing the
Content
Social Media
1. Create social media accounts
2. Post content as shared links/status updates
3. Post similar external content produced by other companies

11. Distributing the
Content
Social Media
• Google Plus Personal Profile
• Tumbler
• Google Plus Business Page
• Pinterest
• LinkedIn Personal Profile
• Digg
• LinkedIn Company Page
• Reddit
• Facebook Personal
• Delicious
• Facebook Business Page
• Chime.in
• Twitter Personal Account
• Wordpress
• Twitter Business Account
• Blogger
• Diigo

12. Distributing the
Content
Search Engine Optimization
• Content will add pages to your website
• Additional pages and keywords to that will get indexed
• Will increase inbound traffic

13. Step 1: Traffic comes in from
social media and search
engines
Step 2: Visitor opts in to
receive your content
Step 3: Schedule tier 2
campaign
Interest Email
“Benefits of a CRM and Email
Marketing in One Database”
Step 4: Identify and call
“clicks”
nv
Step 5: Schedule
appointment / meeting

14. Questions? Thank you!
mhalper@salesscripter.com
@salesscripter
281-809-4061
www.salesscripter.com