Transforming the Content Standard by Skyword

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With traditional advertising on the decline, brands are looking for new ways to engage their audiences. A recent study by Skyword and Researchscape International found that 40 percent of enterprise marketers have expanded their content marketing, and 47 percent have invested in analytics technology over the past year.

Join Skyword’s own Content Standard team, Tricia Travaline, Chief Marketing Officer, Ted Karczewski, Managing Editor of the Content Standard, and Adam Vavrek, Director of Marketing Operations, to learn how they transformed their own model to focus on proving the ROI of brand storytelling. Discover how the team:
Engages its audience across channels
Uses content performance to influence its editorial calendar
Follows its audience from first touch point through to conversion

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  • How do you explain when things don’t go as planned?
    And how is it that others are able to achieve things that defy our expectations.
    What’s at play that makes other organizations successful?
  • Ultimately, this helped us create a two-pronged editorial strategy that focuses half of the time on the utility needed in content marketing (being both useful and relevant) and the inspiration needed to succeed (by telling entertaining stories).

  • ----- Meeting Notes (1/25/16 15:36) -----
    Adam: Invite

  • ----- Meeting Notes (3/8/16 13:40) -----
    Take out 241 new leads

    Get rid of top two bullets
  • Since the lead’s first name is pulled directly into emails, we want to personalize as much as possible so this is an important step.
  • Can also view which links were clicked, and metrics on nurture emails driving leads to TCS
  • Leads are cookied either by filling out a form or clicking a link in an email sent via Marketo. Our goal is to cookie as many leads as we can so we can send them supplemental information based on what they are viewing on our site.
  • Lead Score is based on actions (like web page visits, asset downloads on the website, and engaging at conferences) and demographics (like size of company, job title, location, etc.) Score can either be added or subtracted. For instance, we subtract 20 points if a lead unsubscribes and add twenty points if a lead attends one of our webinars. Leads do not get assigned to Sales unless their Score reaches at least 50.
  • This saves the sales team time and auto-qualifies them for the sales team. Leads reply asking for a meeting, or for more information, or to say they aren’t ready to talk, or they refer us to the right person to talk to. Very low unsubscribe rate. Less than 1% of leads unsubscribed from this email last year.
  • We keep a spreadsheet of what we learn about database from A/B email tests. Each database is different.
  • Another way we are using the Content Standard is through repurposing ebooks
    Low on MQIs for the quarter so new ways to drive MQIs to the database
    No budget or time to create new ebook so repurpose for new content from previous articles/content
    People like content in different ways (articles, ebooks, etc)
  • In Salesforce, Sales is able to view leads assigned to them who have viewed the most web pages on TCS/Skyword.com.

    In Salesforce, Sales is able to view leads assigned to them who have viewed the most web pages on TCS/Skyword.com.

  • Can also view what has comprised of their lead score, and how they have interacted with emails sent thru Marketo.

  • ----- Meeting Notes (3/8/16 13:40) -----
    More about website content
  • Which articles resonate with our audience? Which links are they clicking on and how many times?

  • ----- Meeting Notes (3/8/16 13:40) -----
    clean for names

  • ----- Meeting Notes (3/8/16 13:40) -----
    McDonalds Arch in back. take out language
  • Renewals/upsells: New Balance, Anthem/Deutsch, Gazelle, Miller,Dal-tile, Sears, Meredith, Veritix, HP, IBM, MasterCard, ADP, Google, Dassault, CMG – $1.4M (80%)
    New clients added in Q1: Samsung, ADP, Overstock.com- $382,600 (20%)
  • Renewals/upsells: New Balance, Anthem/Deutsch, Gazelle, Miller,Dal-tile, Sears, Meredith, Veritix, HP, IBM, MasterCard, ADP, Google, Dassault, CMG – $1.4M (80%)
    New clients added in Q1: Samsung, ADP, Overstock.com- $382,600 (20%)
  • Renewals/upsells: New Balance, Anthem/Deutsch, Gazelle, Miller,Dal-tile, Sears, Meredith, Veritix, HP, IBM, MasterCard, ADP, Google, Dassault, CMG – $1.4M (80%)
    New clients added in Q1: Samsung, ADP, Overstock.com- $382,600 (20%)
  • Renewals/upsells: New Balance, Anthem/Deutsch, Gazelle, Miller,Dal-tile, Sears, Meredith, Veritix, HP, IBM, MasterCard, ADP, Google, Dassault, CMG – $1.4M (80%)
    New clients added in Q1: Samsung, ADP, Overstock.com- $382,600 (20%)
  • Renewals/upsells: New Balance, Anthem/Deutsch, Gazelle, Miller,Dal-tile, Sears, Meredith, Veritix, HP, IBM, MasterCard, ADP, Google, Dassault, CMG – $1.4M (80%)
    New clients added in Q1: Samsung, ADP, Overstock.com- $382,600 (20%)
  • Renewals/upsells: New Balance, Anthem/Deutsch, Gazelle, Miller,Dal-tile, Sears, Meredith, Veritix, HP, IBM, MasterCard, ADP, Google, Dassault, CMG – $1.4M (80%)
    New clients added in Q1: Samsung, ADP, Overstock.com- $382,600 (20%)
  • Gain insight into which content is driving leads
    ----- Meeting Notes (3/8/16 13:40) -----
    cut
  • http://bit.ly/ContentStandard
  • Transforming the Content Standard by Skyword

    1. 1. 1©2016 Skyword Transforming the Content Standard
    2. 2. 2©2016 Skyword Patricia Travaline @Travwin Chief Marketing Officer Skyword Inc. Ted Karczewski @TeddyHK Managing Editor of the Content Standard Skyword Inc. Adam Vavrek @AVavrek Director of Marketing Operations Skyword Inc.
    3. 3. 3©2016 Skyword Questions Type your question here
    4. 4. 4©2016 Skyword What Is Transformation? Mind set • Technology • Structure
    5. 5. 5©2016 Skyword
    6. 6. 6©2016 Skyword
    7. 7. 7©2016 Skyword
    8. 8. 8©2016 Skyword
    9. 9. 9©2016 Skyword The Results • 162% increase in pageviews • 207% increase in average monthly page views • 960.54% subscriber growth • 647.24% ROI
    10. 10. 10©2016 Skyword Our story
    11. 11. 11©2016 Skyword The Marketing Team CMO Director, Digital Marketing Marketing Events Manager Content/PR Evangelist Content Marketing Manager Content Marketing Specialist Director, Product Marketing Director, Marketing Operations Demand Generation Specialist
    12. 12. 12©2016 Skyword The Content Team Managing Editor (Content Manager) Site Operations (Director, Digital) Publisher (CMO) Editor (Content Marketing Specialist) Distribution (Content/PR Evangelist) Community Manager Analyst (Director, Marketing Operations)
    13. 13. 13©2016 Skyword Editorial Planning Data Skyword Analytics + Google Analytics Social Listening Tools Reader Surveys Writer Development Beat Development Feedback Loop Pitch Process
    14. 14. 14©2016 Skyword Idea to Published Story Pitch Day Monthly Editorial Review Assignments to Skyword Weekly TCS Meetings Editorial Process Publish to the Content Standard Analyze performance
    15. 15. 15©2016 Skyword 15©2015 Skyword
    16. 16. 16©2016 Skyword How We Make This Work: Comments
    17. 17. 17©2016 Skyword How We Make This Work: Discussions
    18. 18. 18©2016 Skyword How We Make This Work: Analytics
    19. 19. 19©2016 Skyword What’s Next for the Content Standard?
    20. 20. 20©2016 Skyword Building audience
    21. 21. 21©2016 Skyword Subscriptions to The Content Standard 25% from email marketing or a checkbox on forms 75% from a pop-up widget while on article
    22. 22. 22©2016 Skyword Append Data to Subscribers Records in Salesforce Before After
    23. 23. 23©2016 Skyword Subscriptions on Articles Article New Subscribers 6 Content Marketing Trends to Help Plan your 2016 Budget 112 How to Explain Content Marketing to Non-Content People 28 Under the Influence a New Perspective on Social Marketing 28 Trend No 2: What Brands Need to Know About Interactive Storytelling for 2016 23 5 Brands With Highly Successful Instagram Marketing Strategies 18 Zombie Grammar Rules How to Handle the Walking Dead of Content Creation 14 4 Content Marketing Industry Trends Unfolding in 2015 14 Why Brands Fall in Love with Video Marketing 11 Content Creation Basics Be Concise 11 As Social Video Evolves Facebook and YouTube Will be Forced to Adapt 11 Viewership for How to Video Content is on the Rise According to Google 10 The SaaS-y Marketing Leaders 8-Step Checklist for Content Marketing 10 No 1 Trend: How to Develop a Content Promotion Strategy for 2016 10
    24. 24. 24©2016 Skyword Additional Website ROI Metrics from Marketo January 2016 Stats Leads that viewed at least 1 page on TCS 1,222 Leads that viewed 2+ pages on TCS 879 Most TCS subscriptions from an article 22 Marketing-sourced Opportunities that viewed at least 1 article on TCS 63%
    25. 25. 25©2016 Skyword Nurturing audience
    26. 26. 26©2016 Skyword Lead Nurturing Strategy Goal of nurturing • Move audience closer to the business through targeted messaging How we do this • Send personalized emails to increase leads’ score • Provide supplemental content based on lead's past consumption • Send weekly newsletters to TCS subscribers
    27. 27. 27©2016 Skyword 1 2 Lead Nurturing Example 1: Global eBook
    28. 28. 28©2016 Skyword Leads qualify for an engagement nurture when their Lead Score reaches 50 10%of leads replied <1% unsubscribed Lead Nurturing Example 2: Lead Score
    29. 29. 29©2016 Skyword Ongoing A/B Testing Test emails by: • Day/time • Subject line • Email body • Number of links • Images in body
    30. 30. 30©2016 Skyword Re-Purpose Existing Articles Example 1: Instagram eBook repurposed from two high- performing TCS articles Example 2: TCS articles repurposed as emails to send to segments of leads
    31. 31. 31©2016 Skyword Visibility & ROI
    32. 32. 32©2016 Skyword Collective Web Activity
    33. 33. 33©2016 Skyword Individual Web Activity
    34. 34. 34©2016 Skyword Reoccurring Marketo Email Reports Examples: • Subscribers to TCS who have reached a score of 50 or more • Leads that were assigned to Sales in the past week that originated from TCS
    35. 35. 35©2016 Skyword Link Performance of Nurture Emails Which stories resonate with our audience?
    36. 36. 36©2016 Skyword ROI Reports Reports sent to managing editor weekly • Example: Leads who visited at least one page on TCS and associated with a Salesforce Opportunity ($$$)
    37. 37. 37©2016 Skyword Individual Content ROI for Articles TCS Example: 6 Content Marketing Trends to Help Plan 2016 Budget ROI Metrics Total Views 8,848 Total Clicks on Links in Article 8,097 New Subscriptions from Article 11 Average Time on Page 4 minutes, 45 seconds Engaged Sessions (4+ Pages) 52 Entrances 883 Social Shares 1,197 Cost to Create Article $0 (employee fees)
    38. 38. 38©2016 Skyword TCS Example: 6 Content Marketing Trends to Help Plan 2016 Budget Individual Content ROI for Articles Anonymous leads* - 1,579 *73% had not visited a Skyword page prior to this article. Inferred info from IP addresses. Known leads – 489 87% USA 7% India COMPANY COUNTRY STATE/CITY 3 LEADS 2 LEADS 1 LEAD 150 CA 103 NY 62 MA 44 NYC 16 Chicago 18 San Francisco INDUSTRY 24% Technology 4% Finance 22% Agency LEAD SATUS 7 Clients; 21 MQLs; 2 SALs; 12 SQLs 24% 51-200 employees 10% 10,000+ employees COMPANY SIZE $$$ $1,376,500 Open Opportunities $936,746 Won Opportunities & XYZ Company ABC Company ACME Company
    39. 39. 39©2016 Skyword Client Path
    40. 40. 40©2016 Skyword Client Path
    41. 41. 41©2016 Skyword Client Path
    42. 42. 42©2016 Skyword Client Path
    43. 43. 43©2016 Skyword Client Path
    44. 44. 44©2016 Skyword Client Path
    45. 45. 45©2016 Skyword URL Parameters Add URL parameters to links within content and on social to pass info via hidden fields on forms
    46. 46. 46©2016 Skyword Takeaways • Shift from you to them • Think and act like a publisher • Focus on building and nurturing audience • Connect your tech stack • Measure, learn and adapt
    47. 47. 47©2016 Skyword http://bit.ly/ContentStandard htthttp://bit.ly/ContentStandard Contentstandard.com http://bit.ly/ContentStandard
    48. 48. 48©2016 Skyword When: June 22-23, 2016 Where: Westin Waterfront, Boston, MA Register here: www.skyword.com/forward/ 2016

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