CONTENT MARKETING

Content Marketing Strategy & Services

Content marketing has become one of the fundamentals of digital sales and marketing for companies and organizations of all sizes and for individual salespeople. Typically, marketing departments use content as part of their lead generation and lead nurturing programs, and then turn the leads over to the sales team once they become “sales qualified leads.”

Today, as the effectiveness of content has become better understood, many marketing departments also create content for sales enablement — content top sales people use to generate their own leads as part of their social selling efforts. Similarly, independent sales people generate content for their own social selling efforts.

Top Dog Social Media works with sales teams (and their marketing departments) as well as B2B companies and professionals to develop comprehensive content marketing strategies that enable sellers to reach their prospects at every stage of the buyer’s journey.

Once the strategy is complete, we are here for you if you need us to create the content for you.

Content Marketing Strategy & Services

Content marketing has become one of the fundamentals of digital sales and marketing for companies and organizations of all sizes and for individual salespeople. Typically, marketing departments use content as part of their lead generation and lead nurturing programs, and then turn the leads over to the sales team once they become “sales qualified leads.”

Today, as the effectiveness of content has become better understood, many marketing departments also create content for sales enablement — content top sales people use to generate their own leads as part of their social selling efforts. Similarly, independent sales people generate content for their own social selling efforts.

Top Dog Social Media works with sales teams (and their marketing departments) as well as B2B companies and professionals to develop comprehensive content marketing strategies that enable sellers to reach their prospects at every stage of the buyer’s journey.

Once the strategy is complete, we are here for you if you need us to create the content for you.

content-marketing-roadmap

We created the Content Marketing Roadmap as our framework for developing your strategy. Each element of the roadmap is an essential stage of your strategy.

Awareness/Get traffic

Viewing these steps as elements of the traditional marketing funnel, this stage is at the very top of the funnel. In this stage, you attract as much traffic and interest as possible. Companies will use their blogs and social media to publish and promote articles, tip sheets, infographics and more high-level content. Sellers will do the same, but their primary publishing platform will be LinkedIn. Plenty of the content here will be ungated, though a newsletter signup or lead magnet is a great way to start your lead acquisition program.

Consideration / Get leads

When prospects have gone beyond having an interest in your product or service and they are giving it serious consideration, chances are they are comparing your offerings with others. At this point you will make content that is not only a bit more sophisticated than in the Awareness stage, you’ll want to focus on specific pain points the buyer is likely to be coping with. If they didn’t have a problem, they wouldn’t be seeking a solution. You want to help potential buyers explore solutions, but in a totally non-salesy way. Learning how to do that can be difficult.

Decision/Get sales

When leads have made the transition from being marketing-qualified to being sales-qualified, it’s time to move the conversation offline. At this point the buyer has already completed 60% or more of his research and is ready to speak with a salesperson. Taking a consultative approach, you’ll make sure they understand everything they’ve learned about your offerings before getting down to the brass tacks of demos, free trials, quotes and more.

Retention/Retain & referrals

Once you’ve made the sale, you don’t walk away from that valuable relationship you’ve created. You create additional digital touch points via email and sharing content you know they will find valuable. You’ll also ask for referrals and, once you know they are happy with your solution, an interview from which you can develop a case study. Share the case study on LinkedIn and through blog posts, podcasts and more. Now, your customer is on the road to becoming your advocate.

Advocacy/Advocate

In B2B, the most important social media influencers are unpaid advocates who sing your praises because they honestly believe in you and/or your product or service. They like your posts, comment on your blogs, spread the word about your webinars and other events because you helped solve a business problem for them and because you continue to communicate with them with complete authenticity and transparency.

Every content marketing strategy is unique

Sellers are different, buyers are different and one content marketing strategy size does not fit all. Some sellers need to persuade one buyer to give them their business, while others deal with a committee of five people every time they attempt to land a new customer. We work with you to fully understand your unique set of selling circumstances and the journey your buyers take (no matter how many buyers there may be) to craft a strategy that works for your specific set of needs.

The finished deliverable is a strategy you can use with confidence to create and distribute your content. No more guesswork, just sound content marketing principles for you to put into action.

content-marketing-roadmap

We created the Content Marketing Roadmap as our framework for developing your strategy. Each element of the roadmap is an essential stage of your strategy.

Awareness/Get traffic

Viewing these steps as elements of the traditional marketing funnel, this stage is at the very top of the funnel. In this stage, you attract as much traffic and interest as possible. Companies will use their blogs and social media to publish and promote articles, tip sheets, infographics and more high-level content. Sellers will do the same, but their primary publishing platform will be LinkedIn. Plenty of the content here will be ungated, though a newsletter signup or lead magnet is a great way to start your lead acquisition program.

Consideration / Get leads

When prospects have gone beyond having an interest in your product or service and they are giving it serious consideration, chances are they are comparing your offerings with others. At this point you will make content that is not only a bit more sophisticated than in the Awareness stage, you’ll want to focus on specific pain points the buyer is likely to be coping with. If they didn’t have a problem, they wouldn’t be seeking a solution. You want to help potential buyers explore solutions, but in a totally non-salesy way. Learning how to do that can be difficult.

Decision/Get sales

When leads have made the transition from being marketing-qualified to being sales-qualified, it’s time to move the conversation offline. At this point the buyer has already completed 60% or more of his research and is ready to speak with a salesperson. Taking a consultative approach, you’ll make sure they understand everything they’ve learned about your offerings before getting down to the brass tacks of demos, free trials, quotes and more.

Retention/Retain & referrals

Once you’ve made the sale, you don’t walk away from that valuable relationship you’ve created. You create additional digital touch points via email and sharing content you know they will find valuable. You’ll also ask for referrals and, once you know they are happy with your solution, an interview from which you can develop a case study. Share the case study on LinkedIn and through blog posts, podcasts and more. Now, your customer is on the road to becoming your advocate.

Advocacy/Advocate

In B2B, the most important social media influencers are unpaid advocates who sing your praises because they honestly believe in you and/or your product or service. They like your posts, comment on your blogs, spread the word about your webinars and other events because you helped solve a business problem for them and because you continue to communicate with them with complete authenticity and transparency.

Every content marketing strategy is unique

Sellers are different, buyers are different and one content marketing strategy size does not fit all. Some sellers need to persuade one buyer to give them their business, while others deal with a committee of five people every time they attempt to land a new customer. We work with you to fully understand your unique set of selling circumstances and the journey your buyers take (no matter how many buyers there may be) to craft a strategy that works for your specific set of needs.

The finished deliverable is a strategy you can use with confidence to create and distribute your content. No more guesswork, just sound content marketing principles for you to put into action.

Services beyond strategy

For SMEs and independent sellers, implementing the strategy can be a daunting task. Top Dog Social Media can help you with implementation as well.

Sales & Marketing Alignment

Mid-sized companies and large organizations may have marketing and sales operations that work in their own silos and rarely communicate with each other. For content marketing to work, marketing and sales need to be totally aligned on the strategies and tactics to be taken. This is such an important area that we treat it in depth on its own page, Sales & Marketing Alignment.

Content creation

According to Content Marketing Institute, the #1 reason why most brands say their content marketing efforts fail is the difficulty to consistently produce high-quality content. You don’t have to have that problem. Top Dog has the experience and the know-how, and we know just how to activate your content marketing strategy with top-quality content.

Top Dog Social Media can create all the content called for in your content marketing strategy.

  • Blogs
  • Infographics
  • White papers
  • Case studies
  • Checklists
  • Videos and more

Content marketing consultation

We can also consult with you to make sure you stay on track with your content marketing strategy. As with all our consulting services, how much we do for you is completely flexible. Interested? Let’s talk about it.

Services beyond strategy

For SMEs and independent sellers, implementing the strategy can be a daunting task. Top Dog Social Media can help you with implementation as well.

Sales & Marketing Alignment

Mid-sized companies and large organizations may have marketing and sales operations that work in their own silos and rarely communicate with each other. For content marketing to work, marketing and sales need to be totally aligned on the strategies and tactics to be taken. This is such an important area that we treat it in depth on its own page, Sales & Marketing Alignment.

Content creation

According to Content Marketing Institute, the #1 reason why most brands say their content marketing efforts fail is the difficulty to consistently produce high-quality content. You don’t have to have that problem. Top Dog has the experience and the know-how, and we know just how to activate your content marketing strategy with top-quality content.

Top Dog Social Media can create all the content called for in your content marketing strategy.

  • Blogs
  • Infographics
  • White papers
  • Case studies
  • Checklists
  • Videos and more

Content marketing consultation

We can also consult with you to make sure you stay on track with your content marketing strategy. As with all our consulting services, how much we do for you is completely flexible. Interested? Let’s talk about it.

Schedule a confidential consultation to discuss how a content marketing strategy from Top Dog Social Media can take your social selling and digital sales and marketing efforts to the next level.

Subscribe to our newsletter

Get the latest social selling strategies delivered to your inbox once per week.

Both-Books-3D_preview

Some of our happy clients

The legal stuff

Mailing Addresses

Copyright © 2018  Top Dog Social Media

Subscribe to our newsletter

Get the latest social selling strategies delivered to your inbox once per week.

Some of our happy clients

The legal stuff

Mailing Addresses

Copyright © 2018  Top Dog Social Media