How to Build a Content Marketing Machine - Marketo Summit 2013


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How to Build a Content Marketing Machine see Video here
Marketers now know that they must become content experts. Content drives conversion, nurtures leads, and is the Yin to your social Yang. Good content will move your prospect through the funnel and position you as the thought leader in your space. The question is, how do you actually do content marketing? From this session, you’ll learn from Chase McMichael (Infinigraph) the secrets to jump starting a hypercurated content pipeline, as well as the best practices to creating your own content from Toby Murdock (Kapost). You’ll walk away with real processes and tips to create highly relevant content, and to get traction from curated content.

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  • How to Build a Content Marketing Machine - Marketo Summit 2013

    1. 1. How to Build a Content Marketing Machine Chase McMichael Co-Founder CEO, InfiniGraph.comPage 1 #mus13 © 2013 Marketo, Inc.
    2. 2. How to Build a Content Marketing Machine And, live to tell about itPage 2 #mus13 © 2013 Marketo, Inc.
    3. 3. Strategy • Do you know your customer? • What are they acting on? • Who achieves high engagement? • End results – leads Sales - Branding Content makes your readers better informed and empowered @chasemcmichael #mus13Page 3 #mus13 © 2013 Marketo, Inc.
    4. 4. Define what you want clearly define what you are looking to get out of it. a marketing formula to know: audience + authenticity = influence @chasemcmichael #mus13Page 4 #mus13 © 2013 Marketo, Inc.
    5. 5. Data driven PLAN = Better Content Industry trends tells you what’s working - stop reinventing the wheel @chasemcmichael #mus13Page 5 #mus13 © 2013 Marketo, Inc.
    6. 6. Know your audience• What’s your customers brand affinities? “Interest”• What channels are they using the most?• What’s their influencers creating? Social data is one of the most powerful ways to segment your audience @chasemcmichael #mus13Page 6 #mus13 © 2013 Marketo, Inc.
    7. 7. What’s Relevant A more engaged audience is a more valuable audience @chasemcmichael #mus13Page 7 #mus13 © 2013 Marketo, Inc.
    8. 8. What’s Trending? Content is the social lubricant to sales @chasemcmichael #mus13Page 8 #mus13 © 2013 Marketo, Inc.
    9. 9. Competitive Insights – Industry TrendsBefore you start have a plan!• Indentify – • Effective content • brand driving the conversation • engagement themes Content is the essence and substance of your brands conversation with your audience @chasemcmichael #mus13Page 9 #mus13 © 2013 Marketo, Inc.
    10. 10. Key platforms for content marketing • Business blogging • eBooks and Whitepapers • Webinars and Webcast • Video • Email Newsletters • Sponsored Content • Speaking engagements Content marketing isn’t just the future, it’s the present @chasemcmichael #mus13Page 10 #mus13 © 2013 Marketo, Inc.
    11. 11. Develop Your Content Marketing Plan • Create an editorial calendar • Original, Paid and Curated • Clearly define team process • Use data to support: • Amount of content • Type of content • Frequency • Timing Relevant useful niche content can convert niche audiencesPage 11 #mus13 © 2013 Marketo, Inc.
    12. 12. Promotions The question is less of scaling content for mass reach and more of scaling content for many niche audiences in a targeted way @chasemcmichael #mus13Page 12 #mus13 © 2013 Marketo, Inc.
    13. 13. Blogs are your Content HUB • Blogs are owned media • Blogs are a form of social media • Blogs support search optimization • NOTE: have your own URL • • Host your own blog “Wordpress” etc • Hook in with social Your blog is like the bottle and your content is the wine - make more wine @chasemcmichael #mus13Page 13 #mus13 © 2013 Marketo, Inc.
    14. 14. Curation is Vital • Be a thought leader • Surface content that’s relevant to your industry • Make your HUB a discovery zone • Give people a reason to follow you Focus on creating content that drives leads or sales @chasemcmichael #mus13Page 14 #mus13 © 2013 Marketo, Inc.
    15. 15. Nurture your content - Promotions Work content across all channels and double down on paid when earned shows traction @chasemcmichael #mus13Page 15 #mus13 © 2013 Marketo, Inc.
    16. 16. Battle Cry – Get Team Motivated Allocate Resources - Tools • Great tools CMS, SMMS, SM – Colab for managing teams and process • Make sure your team has goals • Set benchmarks and celebrate when reached • Test, Test, Test Braveheat speech Content marketing is storytelling... Its not rocket science. @chasemcmichaelPage 16 #mus13 © 2013 Marketo, Inc.
    17. 17. Track Content Marketing Results Web traffic is not a good enough ROI measurement for content. Time spent, engagement, conversion, etc.. are! @chasemcmichaelPage 17 #mus13 © 2013 Marketo, Inc.
    18. 18. Free eBooks – Knowledge 18 #mus13 © 2013 Marketo, Inc.
    19. 19. Thank You! @chasemcmichael @infinigraph http://www.infinigraph.comPage 19 #mus13 © 2013 Marketo, Inc.