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White Horse | White Paper
3 Ways to Transform Your Site into
a Lead Machine
By: Eric Anderson
August 12th, 2010
www.whitehorse.com | 877.471.4200 | contactus@whitehorse.com 1In This Report
Learn why content marketing is the key to social media lead generation
White Horse is a 30-year-old digital Discover ways to make your content more sharable with socialmarketing agency that wants to Tips on using content to engage prospects in conversationsexpand your notion of the word "digital." White Horse pursues the Find ways to make your blog work harder to produce resultsconvergence of new and traditional media, from display ads with embedded video to print ads with QR codes, and Web sites that extend Introductionsocial reach. White Horse services include Web design, integrated As an industry, our ability to seize the potential for social media for lead generation is stifled by one thing: an marketing, technical engineering, outdated mindset. We still think advertising is advertising and social media is something else. In fact, advertising emerging media, and audio/video and social media are the same thing: they're content. The moment we realize that all marketing is content, we can production. Visit the White Horse break through the campaign mindset and find new ways to fuel powerful brand interactions-the kind that sell Resource Center for with an approach White Horse calls distributed content marketing. free educational webcasts, podcasts, videos and white papers.
"The moment we realize that all marketing is content, we can find new ways to fuel powerful brand interactions..."
www.whitehorse.com | 877.471.4200 | contactus@whitehorse.com 2What is "content marketing" anyway?
"Today, leads bounce all over Not long ago, there was a tidy lead intake process called the marketing funnel. Ad impressions delivered leads the place before they ever into the marketing funnel, where many were converted. Today, leads bounce all over the place before they ever get get sucked into the funnel. sucked into the funnel. They visit blogs, message boards, review sites, and social networks to get the real scoop on You need a content presence the brand. You need a content presence in all of those places to be involved in the purchase consideration process. in all of those places to be involved in the purchase If you're asking yourself why you'd want to trade your marketing funnel for the messy and labor-intensive world consideration process." of distributed content marketing, the answer is pretty clear: purchase decisions are increasingly dictated by social media collaboration.
Distributed content marketing is the creation and distribution of brand materials across a wide spectrum of online channels. It offers the ability to reach prospects at evaluative moments, increase brand exposure without media costs, and enhance perception of thought leadership. It also means that marketing no longer belongs exclusively to marketers. In fact, for distributed content marketing to succeed, it will require a big tent with room for the PR folks, the product managers, the researchers, the sales staff, and, yes, even the execs.
The good news is that distributed content marketing is already occurring. It's all around us. Marketers that do it well may not even know that they're doing it, because they weren't burdened by the old way of thinking in the first place.
In the world of distributed content marketing, the marketer's core role becomes channeling marketing content to keep conversation going. Marketers will need ads, articles, opinions, advice, feedback, and pithy observations in 140 characters or less, the right combination of something to say, decentralized contributions, central control, well main-tained social channels and content management tools.
www.whitehorse.com | 877.471.4200 | contactus@whitehorse.com 3What is "content marketing" anyway?
"A cycle of social media Igniting the Content Sharing Cyclecontent sharing can be sparked by creating and Secondary channels are typically distributing valuable to automated to a high degree, but audiences who care." may require some maintenance or optimization for specific contentPrimary channels typically require customization for c... [download for more]
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