Page	
  1	
   ©	
  2014	
  Marketo,	
  Inc.	
  	
  #mktgna7on14	
  
Dayna	
  Rothman	
  
Sr.	
  Content	
  Marke-ng	
  Manager,	
  Marketo	
  and	
  
Author	
  of	
  Lead	
  Genera-on	
  for...
66%-90
% of the
buyer’s journey is
complete before
that buyer
reaches out to a
sales person.
68% of
consumers spend
time reading content
from a brand they are
interested in.
Content marketing helps
your brand stand out.
…and reduces risk fo
your buyers.
Many
marketers
think
creating
great
content is
an uphill
battle.
Page	
  11	
   ©	
  2014	
  Marketo,	
  Inc.	
  	
  #mktgna7on14	
  
Your Team.
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Staffing for Content Creation
•  Get	
  Stakeholder	
 ...
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Chief Content Officer/Director of Content
•  Marketo	
...
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Managing Editor
•  Content	
  strategy	
  and	
  crea7...
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Content Creators
•  Addi7onal	
  team	
  members	
  
•...
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Organizational Content Contributors
How	
  do	
  you	
...
Content Planning.
Page	
  19	
   ©	
  2014	
  Marketo,	
  Inc.	
  	
  #mktgna7on14	
  
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Persona Creation and Buyer Journeys
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
VS.
Content	
  Arcs	
  and	
  Themes	
  	
  
Product	
  
Releases	
  
	
  
New	
  services	
  
	
  
Trends	
  
	
  
Hot	
  Top...
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Mapping Content
•  Mid Stage
Gated? Yes
•  Late Stage
...
Lean Content Creation.
Page	
  25	
   ©	
  2014	
  Marketo,	
  Inc.	
  	
  #mktgna7on14	
  
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Repurpose Content
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Repurpose “Big Rock” Content Example
Definitive Guide ...
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Videos:	
  	
  
Blogs:
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Repurpose Blogs
Blog to Ebook
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Rewrite and Redesign
Before After
Promoting Your Content: A
Sample Plan
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Webinars
•  Expand	
  your	
  reach	
  for	
  a	
  key...
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Be Everywhere with Your Asset Art
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Website Real-Estate
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Blog Promotion
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Email Promotion
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Social Promotions
•  Facebook	
  Tab:	
  10,854	
  Vie...
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Visual Content for Social
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Pay-Per-Click
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
AllNames
Target&
Recycled
Engaged
Lead
Nurturing
Lead ...
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
7 Key Takeaways
1.  The	
  way	
  buyers	
  buy	
  has...
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Content For Lead Generation: The A To Z Guide To Content Strategy, Creation, And Promotion
Content For Lead Generation: The A To Z Guide To Content Strategy, Creation, And Promotion
Content For Lead Generation: The A To Z Guide To Content Strategy, Creation, And Promotion
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Content For Lead Generation: The A To Z Guide To Content Strategy, Creation, And Promotion

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

  1. 1. Page  1   ©  2014  Marketo,  Inc.    #mktgna7on14  
  2. 2. Dayna  Rothman   Sr.  Content  Marke-ng  Manager,  Marketo  and   Author  of  Lead  Genera-on  for  Dummies             @dayroth  
  3. 3. 66%-90 % of the buyer’s journey is complete before that buyer reaches out to a sales person.
  4. 4. 68% of consumers spend time reading content from a brand they are interested in.
  5. 5. Content marketing helps your brand stand out.
  6. 6. …and reduces risk fo your buyers.
  7. 7. Many marketers think creating great content is an uphill battle.
  8. 8. Page  11   ©  2014  Marketo,  Inc.    #mktgna7on14  
  9. 9. Your Team.
  10. 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. 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. 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. 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. 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. 15. Content Planning.
  16. 16. Page  19   ©  2014  Marketo,  Inc.    #mktgna7on14  
  17. 17. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Persona Creation and Buyer Journeys
  18. 18. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential VS.
  19. 19. Content  Arcs  and  Themes     Product   Releases     New  services     Trends     Hot  Topics    
  20. 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. 21. Lean Content Creation.
  22. 22. Page  25   ©  2014  Marketo,  Inc.    #mktgna7on14  
  23. 23. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Repurpose Content
  24. 24. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Repurpose “Big Rock” Content Example Definitive Guide to MA: Webinars: Ebooks: Infographics:
  25. 25. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Videos:     Blogs:
  26. 26. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Repurpose Blogs Blog to Ebook
  27. 27. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Rewrite and Redesign Before After
  28. 28. Promoting Your Content: A Sample Plan
  29. 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. 30. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Be Everywhere with Your Asset Art
  31. 31. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Website Real-Estate
  32. 32. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Blog Promotion
  33. 33. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Email Promotion
  34. 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. 35. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Visual Content for Social
  36. 36. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Pay-Per-Click
  37. 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. 38. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  39. 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. 40. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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