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Content For Lead Generation: The A To Z Guide To Content Strategy, Creation, And Promotion

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  • 1. Page  1   ©  2014  Marketo,  Inc.    #mktgna7on14  
  • 2. Dayna  Rothman   Sr.  Content  Marke-ng  Manager,  Marketo  and   Author  of  Lead  Genera-on  for  Dummies             @dayroth  
  • 3. 66%-90 % of the buyer’s journey is complete before that buyer reaches out to a sales person.
  • 4. 68% of consumers spend time reading content from a brand they are interested in.
  • 5. Content marketing helps your brand stand out.
  • 6. …and reduces risk fo your buyers.
  • 7. Many marketers think creating great content is an uphill battle.
  • 8. Page  11   ©  2014  Marketo,  Inc.    #mktgna7on14  
  • 9. Your Team.
  • 10. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Staffing for Content Creation •  Get  Stakeholder  buy-­‐in   •  Appoint  execu7ve  editor     •  Invest  in  content  creators   •  Content  consumers   •  Great  communicators   •  Great  project  managers    
  • 11. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Chief Content Officer/Director of Content •  Marketo  -­‐  VP  of  Product  Marke7ng     •  Execu7ve  leadership   •  Responsibili7es  could  include:     •  Owns  story  of  the  business   •  Content  final  approval   •  Audience  development/influencer  rela7ons   •  Measurement/business  accountability    
  • 12. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Managing Editor •  Content  strategy  and  crea7on     •  Vendor  coordina7on     •  Produc7on   •  Scheduling     •  Consistency   •  SEO     •  Publishing   •  Blog  management    
  • 13. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Content Creators •  Addi7onal  team  members   •  Internal  SMEs   •  Outsourced  writers   •  Outsourced  design  agencies     •  Partners,  customers,  and  other  thought  leaders    
  • 14. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Organizational Content Contributors How  do  you  get  the  thought  leaders  in  your  company  to   create  content?   •  Stakeholder  /execu7ve  support   •  Grass  roots  evangelism   •  Training   •  Incen7ve  programs   •  Create  a  splash!    
  • 15. Content Planning.
  • 16. Page  19   ©  2014  Marketo,  Inc.    #mktgna7on14  
  • 17. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Persona Creation and Buyer Journeys
  • 18. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential VS.
  • 19. Content  Arcs  and  Themes     Product   Releases     New  services     Trends     Hot  Topics    
  • 20. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Mapping Content •  Mid Stage Gated? Yes •  Late Stage Gated? Mostly No •  Early Stage Gated? No
  • 21. Lean Content Creation.
  • 22. Page  25   ©  2014  Marketo,  Inc.    #mktgna7on14  
  • 23. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Repurpose Content
  • 24. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Repurpose “Big Rock” Content Example Definitive Guide to MA: Webinars: Ebooks: Infographics:
  • 25. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Videos:     Blogs:
  • 26. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Repurpose Blogs Blog to Ebook
  • 27. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Rewrite and Redesign Before After
  • 28. Promoting Your Content: A Sample Plan
  • 29. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Webinars •  Expand  your  reach  for  a  key  ebook  by  offering  a   webinar   •  Asset:  Defini7ve  Guide  to  Social  Marke7ng   •  Webinar  1:  The  Defini7ve  Guide  to  Social  Marke7ng   Webinar   o  Registrants:  2,775  A]endees:  588   o  Recorded  Asset:  16,000  views   •  Webinar  2:  The  ROI  of  Social  Marke7ng   o  Registrants:  2,289  A]endees:  568   o  Recorded  Asset:  3,000  views  
  • 30. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Be Everywhere with Your Asset Art
  • 31. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Website Real-Estate
  • 32. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Blog Promotion
  • 33. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Email Promotion
  • 34. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Social Promotions •  Facebook  Tab:  10,854  Views,  2,680  Form  Fill-­‐outs   •  Facebook  Ads:  2620  Downloads   •  Twi]er  Ads:  1,430  views,  31  Form  Fill-­‐outs     •  SlideShare:  7,641  views,  312  Downloads  
  • 35. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Visual Content for Social
  • 36. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Pay-Per-Click
  • 37. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential AllNames Target& Recycled Engaged Lead Nurturing Lead Nurturing Plugs the Leak Building  rela?onships  with  qualified  prospects   regardless  of  their  ?ming  to  buy,  with  the  goal   of  earning  their  business  when  they  are  ready.   Con- tacted Opportunity Sales Lead MQL   SAL   SQL   Marketo  Data:   • %  new  Targets  not  Opp ready:  98%   • Target  to  Opp  7me:  123  days  avg   • %  Slow  Leads:  80%   • 50%  more  MQLs  at  33%  lower  cost  per  lead  
  • 38. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 39. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential 7 Key Takeaways 1.  The  way  buyers  buy  has  changed  forever—the  way  we   market  and  sell  must  change  as  well.   2.  Publish/own  content  to  help  leads  find  you.   3.  Inves7ng  in  the  right  team  is  the  key  to  success.   4.  Do  more  with  less  by  using  lean  content  crea7on   5.  Mul7-­‐channel  content  promo7on  will  give  you  biggest   bang  for  your  buck.   6.  Create  content  for  all  stages  of  the  buying  cycle     7.  Thing  big,  start  small,  move  quickly!    
  • 40. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential