channel strategies to                               avoid getting                           Lost             with your con...
the mission - to put an end      interruptive            advertisingSunday, December 2, 12
create            authentic                                  valuable                         content that helps peopleSun...
what can you do                                    to be more        relevant?         helpful, utility, authentic, recogn...
the challenge . . .                         where to                          start?Sunday, December 2, 12
Sunday, December 2, 12
Sunday, December 2, 12
Sunday, December 2, 12
channels?                           strategy?                         easy for marketers to get lost.Sunday, December 2, 12
its imperative to         keep it simpleSunday, December 2, 12
while meeting the needs of the           online everywhere                                  customerSunday, December 2, 12
focus our distribution strategy on a   converged media                               approachSunday, December 2, 12
Content DistributionSunday, December 2, 12
News/Media/PR                                                                             Email                           ...
converged media                         Altimeter: The Converged Media Imperative                                         ...
paid                             owned                         +   earned                   converged mediaSunday, Decembe...
paid               media buys - banner ads, PPC, sponsorships               owned               earnedSunday, December 2, 12
paid               media buys - banner ads, PPC, sponsorships               owned               content assets - sites, bl...
paid               media buys - banner ads, PPC, sponsorships               owned               content assets - sites, bl...
converged media               BEST PRACTICESSunday, December 2, 12
paid                     Trade publishers have become                            media partners.                          ...
paid                  2012 Webinar Numbers:                  Averaged 600 registrants per webinar                  44% att...
paid                         2012 Webinar Numbers:                                 LeadsSunday, December 2, 12
paid                  PAID PLACEMENTS                  For the other 8 self-produced                  webinars, worked wit...
paidSunday, December 2, 12
paid                   Key Takeaways:                   • Media buying experience on your team.                   • Editor...
ownedSunday, December 2, 12
owned               • Social networks are primary distribution                     channel for content (digital subscriber...
owned                         Track goal conversions   (content downloads,   webinar registrations)   sourced and “assiste...
owned            Dont make an excuse not to use a social channel                 Twitter, LinkedIn, Facebook, Pinterest,  ...
owned            Dont make an excuse not to use a social channel                 Twitter, LinkedIn, Facebook, Pinterest,  ...
owned                            One year results...                         133%              108%                       ...
owned                         Where is your traffic coming from?                          • Become a recognized authority ...
owned                         2013 Goal: Drive more traffic from                               Social than Search         ...
owned                   Key Takeaways:                   • Everyone is a publisher. Tools like WordPress are              ...
earnedSunday, December 2, 12
earned                         Case Study #1: Pinterest infographic                                      (January 2012)Sun...
earned                         Results: 15K + Shares on Mashable!!Sunday, December 2, 12
earned                            Results: Over 100% increase in                         website unique visitors and pagev...
earned        Bonus: Also resulted in social media author, speaker            Jay Baer (CMW keynoter for 2013) guest      ...
earned                 Case Study #2: Ecommerce Quarterly ReportSunday, December 2, 12
earned          The EQ is the result of analyzing over 100 million        online shopping sessions. Now in its third relea...
earned                           EQ LiveSunday, December 2, 12
earned EQ Results:                         •   Downloads: 1,200+ (two releases)                         •   Leads: 553    ...
earned                   Key Takeaways:                   • Integrate PR into content marketing. Don’t                    ...
the bottom lineSunday, December 2, 12
the bottom line                   20% to 60% ARRSunday, December 2, 12
the bottom line               20% to 60% ARR               100 to 2,800 leadsSunday, December 2, 12
let s start thinking        differentlySunday, December 2, 12
focus our distribution strategy on a   converged media                               approachSunday, December 2, 12
keep it simpleSunday, December 2, 12
paid                             owned                         +   earned                   converged mediaSunday, Decembe...
For even more, check out our           Expert Optimization Resources                          Valuable case studies, eBook...
Resources App        WHITE PAPERS | VIDEOS | CASE STUDIES |        INFO GRAPHICS | EBOOKS | RESEARCH |        CUSTOMER STO...
THANK YOU                          robyoegel@monetate.com                              Rob Yoegel                         ...
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Channel Strategies To Avoid Getting Lost With Your Content Marketing Program

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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

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Channel Strategies To Avoid Getting Lost With Your Content Marketing Program

  1. 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. 2. the mission - to put an end interruptive advertisingSunday, December 2, 12
  3. 3. create authentic valuable content that helps peopleSunday, December 2, 12
  4. 4. what can you do to be more relevant? helpful, utility, authentic, recognized leaderSunday, December 2, 12
  5. 5. the challenge . . . where to start?Sunday, December 2, 12
  6. 6. Sunday, December 2, 12
  7. 7. Sunday, December 2, 12
  8. 8. Sunday, December 2, 12
  9. 9. channels? strategy? easy for marketers to get lost.Sunday, December 2, 12
  10. 10. its imperative to keep it simpleSunday, December 2, 12
  11. 11. while meeting the needs of the online everywhere customerSunday, December 2, 12
  12. 12. focus our distribution strategy on a converged media approachSunday, December 2, 12
  13. 13. Content DistributionSunday, December 2, 12
  14. 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. 15. converged media Altimeter: The Converged Media Imperative Rebecca LiebSunday, December 2, 12
  16. 16. paid owned + earned converged mediaSunday, December 2, 12
  17. 17. paid media buys - banner ads, PPC, sponsorships owned earnedSunday, December 2, 12
  18. 18. paid media buys - banner ads, PPC, sponsorships owned content assets - sites, blogs, ebooks, videos, social earnedSunday, December 2, 12
  19. 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. 20. converged media BEST PRACTICESSunday, December 2, 12
  21. 21. paid Trade publishers have become media partners. 2012 Co-produced 5 out of 13 webinarsSunday, December 2, 12
  22. 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. 23. paid 2012 Webinar Numbers: LeadsSunday, December 2, 12
  24. 24. paid PAID PLACEMENTS For the other 8 self-produced webinars, worked with media partners to promote.Sunday, December 2, 12
  25. 25. paidSunday, December 2, 12
  26. 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. 27. ownedSunday, December 2, 12
  28. 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. 29. owned Track goal conversions (content downloads, webinar registrations) sourced and “assisted” from social.Sunday, December 2, 12
  30. 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. 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. 32. owned One year results... 133% 108% WEBSITE VISITS PAGE VIEWS 142% 133% UNIQUE VISITORS SOCIAL REFERRALSSunday, December 2, 12
  33. 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. 34. owned 2013 Goal: Drive more traffic from Social than Search Social Search 19% 22% Other 59% Last MonthSunday, December 2, 12
  35. 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. 36. earnedSunday, December 2, 12
  37. 37. earned Case Study #1: Pinterest infographic (January 2012)Sunday, December 2, 12
  38. 38. earned Results: 15K + Shares on Mashable!!Sunday, December 2, 12
  39. 39. earned Results: Over 100% increase in website unique visitors and pageviewsSunday, December 2, 12
  40. 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. 41. earned Case Study #2: Ecommerce Quarterly ReportSunday, December 2, 12
  42. 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. 43. earned EQ LiveSunday, December 2, 12
  44. 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. 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. 46. the bottom lineSunday, December 2, 12
  47. 47. the bottom line 20% to 60% ARRSunday, December 2, 12
  48. 48. the bottom line 20% to 60% ARR 100 to 2,800 leadsSunday, December 2, 12
  49. 49. let s start thinking differentlySunday, December 2, 12
  50. 50. focus our distribution strategy on a converged media approachSunday, December 2, 12
  51. 51. keep it simpleSunday, December 2, 12
  52. 52. paid owned + earned converged mediaSunday, December 2, 12
  53. 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. 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. 55. THANK YOU robyoegel@monetate.com Rob Yoegel Content Marketing Director @robyoegelSunday, December 2, 12
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