Kate Richling is the current VP of Marketing at MediaMonks and has 8 years of experience as a marketing VP, CMO, and co-founder.
72% of businesses are more likely to buy from companies that are seen as experts in their field; drive growth by positioning yourself as a thought leader at every stage of the funnel.
HOW TO: Use expertise-based content marketing to drive growth through aligning your sales and marketing teams
What problems does your company solve? What makes you unique? Your content at every level of the funnel needs to showcase your company as a unique and relatable thought leader on those topics.
Here are a few content categories for each step of the funnel (above, top, middle, bottom) →
Use these subtopics to expand your content portfolio, but remember to relate each piece back to your industry expertise on those 3-5 key tracks.
Kate likes to get all of her ideas out in thought clusters. In the example below, emerging tech would be a talk track →
Stay organized with Kate’s editorial calendar →
Amazon Prime Video set up a VR course at Comic-Con and invited just 500 fans to go through it. With this single event, they made 75,000,000 social impressions and created a ton of content fodder for future promotion.
Nothing’s more flattering than when an industry expert knows and can speak to your personal experience. Kate has 6 main fields: 1) Who are they and what is their company role? 2) What are their goals? 3) Who are their influencers? 4) Challenges (how can I help?) 5) Age/education/location/income 6) Their story
Not sure which CRM to choose? Find the one that best deals with the 5 daily tasks that you hate most and let them handle it →
SLAs clearly define each department’s responsibilities, organize handoffs, articulate goals, and outline good communication practices. This will help ensure that leads don’t fall through the cracks.
Make an interactive spreadsheet or dashboard that allows your teams to constantly refine the agreement →
The U.S. Air Force used this type of personalized site and improved conversions by 60% →