Channel Strategies To Avoid Getting Lost With Your Content Marketing Program

  • 596 views
Uploaded on

Originally presented at the Online Marketing Institute B2B Digital Strategy Summit (January 2013) …

Originally presented at the Online Marketing Institute B2B Digital Strategy Summit (January 2013)

Blogs, infographics, personas, white papers, key opinion leaders, influencers, Facebook Likes, podcasts, editorial calendars, Twitter. The list goes on and on. Getting a content marketing strategy off the ground is no easy task. Being successful is even harder. Hear how Monetate uses a simplified channel strategy to help drive sales, engagement, retention, leads and positive customer behavior.

In this session, you will:

• Learn how to leverage paid media and public relations to increase qualified sales opportunities
• Discover how to drive more website page views, unique visitors and traffic from social networks
• Get an inside view of how an innovative company has quickly built a content marketing program that drives results

More in: Education
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • Hi Rob, Wondering if you have me confused with another Chris Leonard. I'm not acquainted with Vince Blando - but, certainly know tons of Mikes. :) And, I believe Jill Zvorsky recently forwarded work samples to you. Hope to have the chance to meet you. Best, Chris
    Are you sure you want to
    Your message goes here
  • Thanks, Chris. Tell Mike hello for me. I also know your Wellness guy, Vince Blando.
    Are you sure you want to
    Your message goes here
  • Rob, Your presentations are really good, in both substance and style. Chris
    Are you sure you want to
    Your message goes here
    Be the first to like this
No Downloads

Views

Total Views
596
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
9
Comments
3
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. channel strategies to avoid getting Lost with your content marketing program Rob Yoegel, Content Marketing Director robyoegel@monetate.com • @robyoegelSunday, December 2, 12
  • 2. the mission - to put an end interruptive advertisingSunday, December 2, 12
  • 3. create authentic valuable content that helps peopleSunday, December 2, 12
  • 4. what can you do to be more relevant? helpful, utility, authentic, recognized leaderSunday, December 2, 12
  • 5. the challenge . . . where to start?Sunday, December 2, 12
  • 6. Sunday, December 2, 12
  • 7. Sunday, December 2, 12
  • 8. Sunday, December 2, 12
  • 9. channels? strategy? easy for marketers to get lost.Sunday, December 2, 12
  • 10. its imperative to keep it simpleSunday, December 2, 12
  • 11. while meeting the needs of the online everywhere customerSunday, December 2, 12
  • 12. focus our distribution strategy on a converged media approachSunday, December 2, 12
  • 13. Content DistributionSunday, December 2, 12
  • 14. News/Media/PR Email SEO Research/White Papers Blogs + Blogging Infograhics Comment Marketing Social Networks Online Video Content Distribution Webinars Forums Document Sharing Social Bookmarking Word of Mouth Direct/Referring Links Podcasting Q+A Sites Type-In TrafficSunday, December 2, 12
  • 15. converged media Altimeter: The Converged Media Imperative Rebecca LiebSunday, December 2, 12
  • 16. paid owned + earned converged mediaSunday, December 2, 12
  • 17. paid media buys - banner ads, PPC, sponsorships owned earnedSunday, December 2, 12
  • 18. paid media buys - banner ads, PPC, sponsorships owned content assets - sites, blogs, ebooks, videos, social earnedSunday, December 2, 12
  • 19. paid media buys - banner ads, PPC, sponsorships owned content assets - sites, blogs, ebooks, videos, social earned media mentions, user-generated, tweets, sharesSunday, December 2, 12
  • 20. converged media BEST PRACTICESSunday, December 2, 12
  • 21. paid Trade publishers have become media partners. 2012 Co-produced 5 out of 13 webinarsSunday, December 2, 12
  • 22. paid 2012 Webinar Numbers: Averaged 600 registrants per webinar 44% attended *Monitor all leads by source and asset type putting registrants into Qualified (Opportunity), Nurture (Lead), Unqualified Tracks.Sunday, December 2, 12
  • 23. paid 2012 Webinar Numbers: LeadsSunday, December 2, 12
  • 24. paid PAID PLACEMENTS For the other 8 self-produced webinars, worked with media partners to promote.Sunday, December 2, 12
  • 25. paidSunday, December 2, 12
  • 26. paid Key Takeaways: • Media buying experience on your team. • Editorial experience developing content and producing webinars. • Measure, measure, measure.Sunday, December 2, 12
  • 27. ownedSunday, December 2, 12
  • 28. owned • Social networks are primary distribution channel for content (digital subscribers) • Visitors who know and trust our brand and evangelize (share) content - (versus search, which is more top-of-funnel/ discovery, but equally important)Sunday, December 2, 12
  • 29. owned Track goal conversions (content downloads, webinar registrations) sourced and “assisted” from social.Sunday, December 2, 12
  • 30. owned Dont make an excuse not to use a social channel Twitter, LinkedIn, Facebook, Pinterest, YouTube, SlideShare • All content is published based on a social media channel plan that includes content marketing director, corporate communications director and part- time social media contractor.Sunday, December 2, 12
  • 31. owned Dont make an excuse not to use a social channel Twitter, LinkedIn, Facebook, Pinterest, YouTube, SlideShare • Ultimate goal is to make each content creator social ambassadors for their own content.Sunday, December 2, 12
  • 32. owned One year results... 133% 108% WEBSITE VISITS PAGE VIEWS 142% 133% UNIQUE VISITORS SOCIAL REFERRALSSunday, December 2, 12
  • 33. owned Where is your traffic coming from? • Become a recognized authority • Social is a big part of increase Ref. Sites 22% Search Engines Ref. Sites Search Engines 25% 31% 38% Direct Traffic Direct Traffic 41% 44% 2011 2012Sunday, December 2, 12
  • 34. owned 2013 Goal: Drive more traffic from Social than Search Social Search 19% 22% Other 59% Last MonthSunday, December 2, 12
  • 35. owned Key Takeaways: • Everyone is a publisher. Tools like WordPress are today’s printing press • Leads, Opportunities, Customers (Suspects and Prospects), but don’t forget your subscribers. Your buyer personas who have pain points your content should address. • Don’t make an excuse not to use a channel. Social subscribers/leads convert and help build influenceSunday, December 2, 12
  • 36. earnedSunday, December 2, 12
  • 37. earned Case Study #1: Pinterest infographic (January 2012)Sunday, December 2, 12
  • 38. earned Results: 15K + Shares on Mashable!!Sunday, December 2, 12
  • 39. earned Results: Over 100% increase in website unique visitors and pageviewsSunday, December 2, 12
  • 40. earned Bonus: Also resulted in social media author, speaker Jay Baer (CMW keynoter for 2013) guest post on Monetate.comSunday, December 2, 12
  • 41. earned Case Study #2: Ecommerce Quarterly ReportSunday, December 2, 12
  • 42. earned The EQ is the result of analyzing over 100 million online shopping sessions. Now in its third release, the EQ has already been referenced in CNBC, Forbes, TechCrunch and Mashable.Sunday, December 2, 12
  • 43. earned EQ LiveSunday, December 2, 12
  • 44. earned EQ Results: • Downloads: 1,200+ (two releases) • Leads: 553 • Opportunities: 10+, avg deal size of $75k • Wins: 2 ($210k)Sunday, December 2, 12
  • 45. earned Key Takeaways: • Integrate PR into content marketing. Don’t silo. Give PR access to Editorial Calendars, planning meetings, customer interviews, etc.Sunday, December 2, 12
  • 46. the bottom lineSunday, December 2, 12
  • 47. the bottom line 20% to 60% ARRSunday, December 2, 12
  • 48. the bottom line 20% to 60% ARR 100 to 2,800 leadsSunday, December 2, 12
  • 49. let s start thinking differentlySunday, December 2, 12
  • 50. focus our distribution strategy on a converged media approachSunday, December 2, 12
  • 51. keep it simpleSunday, December 2, 12
  • 52. paid owned + earned converged mediaSunday, December 2, 12
  • 53. For even more, check out our Expert Optimization Resources Valuable case studies, eBooks, white papers, webinars, and infographics monetate.com/resources follow @monetate onSunday, December 2, 12
  • 54. Resources App WHITE PAPERS | VIDEOS | CASE STUDIES | INFO GRAPHICS | EBOOKS | RESEARCH | CUSTOMER STORIES 5 out of 5 star reviews “ This is a fantastic guide to website optimization, site agility, and the best practices from Monetate’s largest clients. Great to have in my back pocket. Thanks! ”Sunday, December 2, 12
  • 55. THANK YOU robyoegel@monetate.com Rob Yoegel Content Marketing Director @robyoegelSunday, December 2, 12