Pipeline Content Marketing: How to Create Buyer Journeys that Convert

Friday, 2 November 2018 12:00 PM - 1:30 PM EST

10 Dundas Street East, Suite 600, Toronto, ON, M5B2G9, Canada

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Friday, 2 November 2018 12:00 PM - 1:30 PM EST

The DMZ, 10 Dundas Street East, Toronto, ON, M5B2G9, Canada.

You’re generating tons of leads at events or trade-shows, but are maxed out for time and struggling to follow up with everyone through one-to-one emails. Or, you have a database of leads and you’ve been bulk-emailing them *stuff* but it doesn’t seem to be resonating. You may be sending product or feature updates, but no one is clicking, reading or opening anything. Or maybe you just need to build a database of leads. The good news: Content marketing can help with all these goals. During this session, we'll talk through the basics of putting together a content marketing strategy and will answer the following key questions:

  • What is content marketing?
  • Do I need content? 
  • Where do content ideas come from?
  • What types of content should I create? Where should I start?
  • What kind of ROI should I expect?
  • How do I distribute it?
  • Ok, ok. But what should I focus on right now?
  • And in the future, how do I empower my marketing people to create great content?

 

 

About Sarah MacKinnon

Sarah MacKinnon runs a content strategy consultancy and is happiest when wrangling prose (and people) into great content that delivers business results for B2B companies. Starting her career as a content strategist in a B2B marketing agency and continuing as a B2B content manager, she's written and managed content production with a fascinating smattering of clients across industries and verticals, from data centres to digital forensics software, industrial biochemicals and ergonomic office chairs.
 
Prior to starting her own business--Sarah MacKinnon Writes--she worked in-house as a content marketing manager for event tech start-up EventMobi and for polar travel company Quark Expeditions. Sarah has spent the last few years corralling internal and external creative teams of writers, designers, photographers and videographers to produce customer-focused content that achieves key marketing objectives, across the funnel.
 
She loves to write nearly everything, except personal bios.

The DMZ

https://dmz.ryerson.ca

The DMZ is a world-leading tech accelerator that helps high-potential entrepreneurs grow and scale to world-class businesses. Since 2010, we’ve helped 357 startups raise over $517 million and foster more than 3,400 jobs.

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