Content Marketing to Enhance Lead Generation

Because buyers are researching services and products through online channels, they are entering the sales funnel further down into the buying process than ever before. The challenge to marketers is how to engage these buyers with content that captures their attention at all stages of the buying cycle.

• Content through the buying lifecycle—a quick history and how it’s changing
• Understanding your audience—the key to building great content
  • What do you know about your audience’s information needs, content preferences, favorite influencers? And—how to find out what you don’t know.
  • How to conduct a content audit and correct any gaps
  • How to determine what content sources would work best for your audience—not what content sources are trendiest
• How to build your audience with inbound and outbound content
• Develop prospect profiles from content choices
• Content registration best practices
• Overview of metrics that make sense

Michele Crockett
Vice President, Content Services
Penton Media

Michele is a B2B content expert who has led publishing teams in the transition from print-centric to all-media formats. She’s been a driving force in developing innovative custom publishing programs that position targeted, high-quality content to fuel effective lead-generation programs. She constantly looks for ways to help companies talk to their target customers in a meaningful way. Known as a business-oriented content expert among her colleagues at Penton Media, Michele has served in both editorial and publisher roles at Penton Media and has spearheaded the launch of several new content-driven revenue streams.