Content Marketing World 2013

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Today’s online everywhere customer demands smarter more relevant communications than ever before. It’s imperative for content marketers to embrace the empowered customer head on through real-time …

Today’s online everywhere customer demands smarter more relevant communications than ever before. It’s imperative for content marketers to embrace the empowered customer head on through real-time personalization and customer-centric approaches.

Hear how the award-winning content marketing team at Monetate has reinvented its inbound program to drive record results for the business. You’ll learn the latest content personalization techniques, how to switch from a reach to impact focus, along with customer up-sell programs that delight customers, drive revenue and improve other key metrics.

While it’s easy to simply follow the leaders, strive to become a content marketing innovator and move from best practices to next practices.

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  • 1. #cmworld “Content Marketing In the Age of the Empowered Customer” Rob Yoegel Content Marketing Director, Monetate
  • 2. #cmworld
  • 3. Fromaskingfordirections... #cmworld
  • 4. Togettingdirections #cmworld Togettingdirections...
  • 5. IntheAgeoftheEmpoweredCustomer, theruleshavechanged. #cmworld
  • 6. Onesize fitsall? #cmworld
  • 7. Onesize fitsnone! #cmworld
  • 8. The Apple Effect #cmworld
  • 9. Apps #cmworld
  • 10. #cmworld
  • 11. Customersareexpecting smarter,morerelevantexperiences. #cmworld
  • 12. Forthemarketerwhocandeliver, thecustomerwillrewardyou. #cmworld
  • 13. Source: eConsultancy 6% 33% 61% Yes, Definitely Yes, Somewhat No 94%ofcompaniesagreethat deliveringarelevantexperience ‘iscriticaltobusiness performance’ #cmworld
  • 14. Source: eConsultancy 19%Upliftinsales Bydeliveringmorerelevantandpersonalizedexperiences. #cmworld
  • 15. experiencematters Source: Gartner #cmworld
  • 16. Yourcustomersarenodifferent Yourcustomersarenodifferent. #cmworld
  • 17. Click-throughs MarketingInfluence Contact/DemoRequests Conversions #cmworld
  • 18. Itisimperativeforus toreinventourprograms toengagetheEmpoweredCustomer. Relevant. Smart. Impact. #cmworld
  • 19. TheMonetate ContentMarketing Program #cmworld
  • 20. #cmworld
  • 21. #cmworld
  • 22. #cmworld
  • 23. TippingPoint? 100% 75% 50% 25% 57% 40% 20% 75% 92% 100% MarketingInfluenceonRevenue 2010 2011 2012 2013 2014 2015 #cmworld
  • 24. Reach (Lead-gen) Impact (In-funnel) ReachingtheTippingPoint #cmworld
  • 25. Reach (Lead-gen) Impact (In-funnel) ReachingtheTippingPoint #cmworld
  • 26. #cmworld
  • 27. #cmworld
  • 28. TheReachEffect: Contactsat82%ofnewbusiness closedinthe1H2013attendedat leastonewebinar. #cmworld
  • 29. #cmworld
  • 30. Howwearerespondingtothe EmpoweredCustomer. #cmworld
  • 31. GreaterContentMarketingfocuson Impactvs.Reach. #cmworld
  • 32. Personalizeforourbestprospects. #cmworld
  • 33. REICompany Retail (Sporting Goods)Industry VP, EcommercePersona ContentProfile Actions Customer Stories Case Studies Videos Webinars PROSPECTOPTIMIZATIONPROGRAM Hero Sliders Visual Search Right Rail Content Blocks Copy #cmworld
  • 34. Don’tforgetabout existingcustomers. #cmworld
  • 35. #cmworld
  • 36. #cmworld
  • 37. TheResult: A225%increaseincontractsize directlyattributedtothiswebinar. #cmworld
  • 38. TheResult 6issues,3,029MQLs,influencedover $700Kinup-sellbusinessand $200Kinnewwins. #cmworld
  • 39. ContentProfile Actions Customer Stories Case Studies Videos Webinars CUSTOMERUP-SELLPROGRAM Insert Banner Recommendations PatagoniaCompany Retail (Sporting Goods)Industry VP, EcommercePersonas Merchandising Manager Web Operations #cmworld
  • 40. Yourcustomersarenodifferent StartYourMovefromBestPractices toNextPractices. #cmworld
  • 41. Techniquesfor ContentMarketers intheAgeofthe EmpoweredCustomer #cmworld
  • 42. 1.Conversion Events #cmworld
  • 43. 1.Conversion Events #cmworld
  • 44. 2.AttributionMapping #cmworld
  • 45. 100% 75% 50% 25% 3.Letthevoiceofyourcustomerguideyou Early Mid Late Infographic Case Study eBook Blog White Paper Webinar Research (EQ) ContentStage #cmworld
  • 46. 4.Deliverthesmart, relevantexperiences yourprospectsand customersdeserve #cmworld
  • 47. ContentMarketinginthe ageoftheempoweredconsumer. Relevant. Smart. Impact. #cmworld
  • 48. RobYoegel,ContentMarketingDirector @robyoegel robyoegel@monetate.com follow @monetate on monetate.com/resources ThankYou!
  • 49. #cmworld “Content Marketing In the Age of the Empowered Customer” Rob Yoegel Content Marketing Director, Monetate