Content Marketing Strategy and Execution
We help clients develop highly targeted, customer-centric content marketing strategies to build awareness, generate qualified leads, and facilitate the customer buying cycle. Then we execute on those strategies through two types of content programs.
Our Content Marketing Programs
Using the Content Marketing Strategy as our guide, we execute two types of programs designed to generate and nurture sales leads.
Lead Generation Program – We use a process we call “Using Every Part of the Buffalo” to develop a year-long lead generation program. This includes research-based premium content such as a white paper, research report, or e-book. Then we develop an extensive series of related content that is derived from the premium content research and writing process. This includes articles, blog posts, press announcements, infographics, email campaigns, online events and live events. We call this a “Buffalo Content Program.” The Buffalo Content Program provides marketers with sufficient content for 10-12 months of targeted lead generation campaigns. We also facilitate the publication, syndication, and promotion of this content, tracking its effectiveness on a monthly basis, and adapting the program as needed to improve outcomes.
Lead Nurturing Program – Research consistently shows that customers conduct 60-70% of their buying process before they are willing to engage with vendor sales people. Therefore, companies must provide content to help influence that decision process before the customer begins to work with your sales team. Lead nurturing and content marketing help facilitate that process.
We leverage the buyer personas produced during the strategy development process to outline the customer’s buying process, identify persona-specific needs, and list the questions they typically ask at each stage in the buying process. From this, we develop a quarterly editorial calendar based on answering customer questions to provide highly useful, customer-centric content that can be published on your blog, syndicated to third party publications, and used in email lead nurturing. For many of our clients, we also implement a marketing automation system and deploy the lead nurturing program.
How the Strategy, Buffalo Program, and Lead Nurturing Work Together
Every client engagement starts with strategy development. This process takes about two months. We will work closely with you and interview your team and your clients to understand your core value propositions, customer needs and messaging. This includes extensive buyer persona research. From this work, we will prepare a content strategy closely aligned with your sales objectives and your ideal target niches.
That strategy forms the basis for the Buffalo Content Program. This content will be focused on a very specific niche audience with the objective of building awareness of business needs and helping the audience develop a vision of a solution that is based on your offering. The outcome of the Buffalo Program is lead generation for a specific niche audience.
Because of its focus, the Buffalo Program does not cover your broader audience or address all stages in the buying process. The Lead Nurturing Program fills that gap. This program focuses on answering customer questions across all your target audiences and helping them progress from stage to stage in the buying process.
View our useful resources below for insights on how we can generate a wealth of affordable, quality content using the buffalo content marketing strategy.
- Strategy is Essential to Content Marketing: How weaving strategy into the fabric of every marketing action is essential to moving the needle.
- Can Buyer Personas Ruin Content Marketing?: Why buyer personas are essential at every stage of the buying process.
- B2B Lead Conversion – Qualification Matters: How to help increase sales opportunities by changing your lead follow-up and qualification strategies.
- Get the Band Together for Content Marketing Success; Tips on creating your own marketing “supergroup” united around a common goal — your success.
- Strategic Marketing: How to Produce Enough Engaging Content: How to create a buffalo content program – selecting a topic, leveraging internal subject matter experts, developing the story.
- 5 Tips for Creating a Killer Content Plan: Tips for how to get the most traction from your buffalo program from creating a microsite to keyword and social strategies to help draw an audience.
Feeding the Content Beast Without Blowing Your Budget: 40 minutes. Learn how to consistently fuel an effective content marketing and thought leadership program on a budget.
For information on how we can help you construct a strategic content plan, contact us at +1 970-300-2280