AMA Webcast
Increasing Traffic Through
Content Marketing
SPEAKERS:
Pamela Markey, Senior Director of Marketing, MECLABS
Da...
Join the conversation

#ActOnSW
Content Marketing
How MarketingExperiments increased
blog traffic 232% (and how you can, too)
Join the conversation

#ActOnSW
Pamela Markey
Senior Director of Marketing
MECLABS
@PamelaMarkey

Daniel Burstein
Director of Editorial Content
MECLABS
@D...
We help
marketers
learn how
We help We do it
marketers ourselves
learn how every day
About MECLABS
The world's largest independent Internet-based research lab focused
exclusively on marketing and sales.

MEC...
Why content marketing?
30%

Tradeshows

DEGREE OF DIFFICULTY

CONTENT
20%

Optimization

Social
Media

SEO

Mobile
Marketi...
Comparing difficulty of content marketing
Please indicate the DEGREE OF DIFFICULTY (time, effort and expense required) in ...
We need to figure out how to:

Sell your ‘free’ content
Tell your story

Stop at nothing
17,657
visits/month

5,458
visits/month
232%
In Eight Months

5,458
visits/month

17,657
visits/month
http://bit.ly/15yq9Zf
172% ROI
http://bit.ly/15yq9Zf
Brand Launch

2%
20%
Thought Leadership
Expertise
Advocacy
Employer of Choice

Content Dependent
Activities

60%

Measurem...
Brand Launch

2%
20%

Measurement

+ 100%
60%
+ 300%

Thought Leadership
Expertise
Advocacy
Employer of Choice

Content De...
Not this…

But this…

http://bit.ly/15yplDJ
Not this…

But this…

THIRTY
ARTICLES

http://bit.ly/15yplDJ

= 80%
But this…
We need to figure out how to:

Sell your ‘free’ content
Tell your story

Overcome three barriers
SELL
Free is not free

Value

Cost

The Prospect’s Mind
• What is truly free?
• Every action requires a value proposition
The Value Proposition
Test to find out what works

Submit Comment
Test to find out what works

Submit Comment
What are we trying to communicate?

Submit Comment

Join the conversation
What are we trying to communicate?

Submit Comment

Join the conversation

Visits

4,357

4,278

Comments

38

50

Convers...
What are we trying to communicate?

Submit Comment

Join the conversation

Visits

4,357

4,278

Comments

38

50

Convers...
http://bit.ly/13yHe1O
Selling free content: Excerpts

http://bit.ly/1ee9xb3
Selling free content: Excerpts

http://bit.ly/1ee9xb3
Tell Your Story: Apply to speak at Email Summit

?
FLINT MCGLAUGHLIN

DAN ARIELY

NOAH GOLDSTEIN

YOU

MECLABS.com/EmailAw...
Even ‘free’ offers require a conversion
Not this…
Even ‘free’ offers require a conversion
Not this…
Orientation

Testimonial

Quantifier

But this…

Single CTA

Small form
We need to figure out how to:

Sell your ‘free’ content
Tell your story

Stop at nothing
TELL YOUR
STORY
How to identify your story
Every customer wants two things:

Eliminate
the negative
Accentuate
the Positive
Help women identify new beauty trends
Company: Beautylish
Industry: Beauty
Project: Brand Journalism

Facebook
359,440 lik...
Help people learn to meditate
Company: Centerpointe Research Institute
Industry: Therapy
Campaign: Free giveaways to help ...
Help fans cheer on their team
Company: Calgary Flames (NHL)
Industry: Sports
Campaign: Mobile App

66% of the Flames' emai...
Help marketers find an ESP
Company: ClickMail Marketing
Product: ESPinator

Helps email marketers
choose an ESP that fits
...
Help people eliminate bad breath
Company (and product): Orabrush
Campaign: Series of funny YouTube videos
35 million YouTu...
Help companies identify security threats
Company: Commtouch
Industry: Internet security
Campaign: Creating and repurposing...
Focus on the audience and the message…

NOT THE
MEDIUM
Focus on the audience and the message…

“

NOT THE
“
MEDIUM

Focus on being interested,
rather than interesting.

Brian Ca...
…and only then apply the medium

Conduct
primary
research

Determine
value of
brand

Determine
value of
product(s)

Create...
We need to figure out how to:

Sell your ‘free’ content
Tell your story

Stop at nothing
STOP AT
NOTHING
Three content marketing barriers

We don’t have
time to produce
quality content

We don’t want
to give away our
content fo...
Three content marketing barriers

We don’t have
time to produce
quality content

We don’t want
to give away our
content fo...
Industry/LOB

Project Management Workflow and Transparency
Project
Notification
Form
submitted by
Nat’l Mktg
Leaders

This...
Asking the “Right” Questions

Specific questions
force them to
think beyond the
immediate need
and think about
repackaging...
Repurpose: Twelve Degrees of Content

Email newsletter
Repurpose: Twelve Degrees of Content

Questions that
didn’t make it
Repurpose: Twelve Degrees of Content

Tweet a highlight
Repurpose: Twelve Degrees of Content
Newsletter
The terms of the Research Proposal are agreed upon and the Research Partne...
Repurpose: Twelve Degrees of Content
Newsletter
The terms of the Research Proposal are agreed upon and the Research Partne...
Repurpose: Twelve Degrees of Content
Newsletter
The terms of the Research Proposal are agreed upon and the Research Partne...
Repurpose: Twelve Degrees of Content
Newsletter
The terms of the Research Proposal are agreed upon and the Research Partne...
Repurpose: Twelve Degrees of Content
Newsletter
The terms of the Research Proposal are agreed upon and the Research Partne...
Repurpose: Twelve Degrees of Content
Newsletter
The terms of the Research Proposal are agreed upon and the Research Partne...
Repurpose: Twelve Degrees of Content
Newsletter
The terms of the Research Proposal are agreed upon and the Research Partne...
Repurpose: Twelve Degrees of Content
Newsletter
The terms of the Research Proposal are agreed upon and the Research Partne...
AND IF
THAT FAILS
Three content marketing barriers

We don’t have
time to produce
quality content

We don’t want
to give away our
content fo...
Marketers’ expected changes to channel budget
Increase greatly
Website optimization

Increase slightly

29%

Social media
...
$4.2

BILLION
$3.9

BILLION
$2.9

BILLION
$2.5

BILLION
You pay with help, you receive attention and trust
Content
Your
Company

Share of mind

Relevant
Helpful
Entertaining

Cus...
Three content marketing barriers

We don’t have
time to produce
quality content

We don’t want
to give away our
content fo...
Real content
marketing adds
value for the
customer, no
matter the topic

http://bit.ly/19zX8k4
“

Real content
We tell potential customers,
marketing adds
‘You know what, fiberglass might not
valuefor you. And that’s ...
Transparent Marketing

“

“

The consumer is not a moron,
she is your wife. You wouldn’t lie
to your wife. Don’t lie to mi...
When you disagree
let your customers answer
Three content marketing barriers

We don’t have
time to produce
quality content

We don’t want
to give away our
content fo...
We need to figure out how to:

Sell your ‘free’ content
Tell your story

Stop at nothing
Additional resources
Blog Case Study: Three Lessons Learned from a 232% Increase in Visits
http://contentmarketinginstitut...
Content Marketing
How MarketingExperiments increased
blog traffic 232% (and how you can, too)
Increasing Traffic Through Content Marketing
Increasing Traffic Through Content Marketing
Increasing Traffic Through Content Marketing
Increasing Traffic Through Content Marketing
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Transcript of "Increasing Traffic Through Content Marketing"

  1. 1. AMA Webcast Increasing Traffic Through Content Marketing SPEAKERS: Pamela Markey, Senior Director of Marketing, MECLABS Daniel Burstein, Director of Editorial Content, MECLABS Moderator: Anthony Salas, American Marketing Association Sponsored by: The audio portion of today’s presentation is available via broadcast audio. You can also dial in to hear audio Participants (US & Canada, Toll Free): 888 223 4959 International Participants: +1 303 223 4389
  2. 2. Join the conversation #ActOnSW
  3. 3. Content Marketing How MarketingExperiments increased blog traffic 232% (and how you can, too)
  4. 4. Join the conversation #ActOnSW
  5. 5. Pamela Markey Senior Director of Marketing MECLABS @PamelaMarkey Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein
  6. 6. We help marketers learn how
  7. 7. We help We do it marketers ourselves learn how every day
  8. 8. About MECLABS The world's largest independent Internet-based research lab focused exclusively on marketing and sales. MECLABS deploys a rigorous methodology to conduct research. This research is compiled from: • • • • • • 15+ years of research partnership with our clients 1,300 experiments Over 1 billion emails 10,000 landing pages tested 5 million telephone calls 500,000 decision maker conversations MECLABS also publishes MarketingSherpa, MarketingExperiments and the B2B Lead Roundtable.
  9. 9. Why content marketing? 30% Tradeshows DEGREE OF DIFFICULTY CONTENT 20% Optimization Social Media SEO Mobile Marketing Webinars 10% Print Advertising 0% MarketingSherpaBenchmark Survey Lead Generation 10% PPC Direct Mail Email Marketing 20% Fielded January 2012, N=1,915 LEVEL OF EFFECTIVENESS 30% 40%
  10. 10. Comparing difficulty of content marketing Please indicate the DEGREE OF DIFFICULTY (time, effort and expense required) in creating each type of content Not Difficult Somewhat difficult Very difficult 73% Images 66% Press Releases 57% 57% 54% 51% Social Media Webpages Customer Reviews E-newsletters 44% 41% 40% 40% 37% 37% Mobile Web Content Articles Blogs Microsites Digital Magazines Podcasts 29% 29% 28% Webinars/Webcasts e-books Case Studies Whitepapers Online Video Mobile Apps 21% 20% 20% 25% 29% 37% 2% 4% 6% 37% 6% 35% 12% 43% 6% 46% 11% 49% 11% 53% 7% 50% 10% 46% 17% 59% 4% 51% 19% 48% 23% 49% 23% 52% 26% 54% 26% 54% 26%
  11. 11. We need to figure out how to: Sell your ‘free’ content Tell your story Stop at nothing
  12. 12. 17,657 visits/month 5,458 visits/month
  13. 13. 232% In Eight Months 5,458 visits/month 17,657 visits/month
  14. 14. http://bit.ly/15yq9Zf
  15. 15. 172% ROI http://bit.ly/15yq9Zf
  16. 16. Brand Launch 2% 20% Thought Leadership Expertise Advocacy Employer of Choice Content Dependent Activities 60% Measurement 7% 5% 6% Golf Platform Transactions Government Relations http://bit.ly/19zX8k4
  17. 17. Brand Launch 2% 20% Measurement + 100% 60% + 300% Thought Leadership Expertise Advocacy Employer of Choice Content Dependent Activities Golf Increase in web visits per month 7% Platform 5% Transactions Increase in content production 6% Government Relations http://bit.ly/19zX8k4
  18. 18. Not this… But this… http://bit.ly/15yplDJ
  19. 19. Not this… But this… THIRTY ARTICLES http://bit.ly/15yplDJ = 80% But this…
  20. 20. We need to figure out how to: Sell your ‘free’ content Tell your story Overcome three barriers
  21. 21. SELL
  22. 22. Free is not free Value Cost The Prospect’s Mind • What is truly free? • Every action requires a value proposition
  23. 23. The Value Proposition
  24. 24. Test to find out what works Submit Comment
  25. 25. Test to find out what works Submit Comment
  26. 26. What are we trying to communicate? Submit Comment Join the conversation
  27. 27. What are we trying to communicate? Submit Comment Join the conversation Visits 4,357 4,278 Comments 38 50 Conversion 0.87% 1.74%
  28. 28. What are we trying to communicate? Submit Comment Join the conversation Visits 4,357 4,278 Comments 38 50 Conversion 0.87% 1.74% 34% increase
  29. 29. http://bit.ly/13yHe1O
  30. 30. Selling free content: Excerpts http://bit.ly/1ee9xb3
  31. 31. Selling free content: Excerpts http://bit.ly/1ee9xb3
  32. 32. Tell Your Story: Apply to speak at Email Summit ? FLINT MCGLAUGHLIN DAN ARIELY NOAH GOLDSTEIN YOU MECLABS.com/EmailAwards
  33. 33. Even ‘free’ offers require a conversion Not this…
  34. 34. Even ‘free’ offers require a conversion Not this… Orientation Testimonial Quantifier But this… Single CTA Small form
  35. 35. We need to figure out how to: Sell your ‘free’ content Tell your story Stop at nothing
  36. 36. TELL YOUR STORY
  37. 37. How to identify your story Every customer wants two things: Eliminate the negative Accentuate the Positive
  38. 38. Help women identify new beauty trends Company: Beautylish Industry: Beauty Project: Brand Journalism Facebook 359,440 likes 13,811 talking about this Twitter 645,111 Followers http://bit.ly/18PBt4s
  39. 39. Help people learn to meditate Company: Centerpointe Research Institute Industry: Therapy Campaign: Free giveaways to help people meditate Facebook Video tab: 32,922 views Video: 7,670 views 2,420 ebook downloads 42 product purchases http://bit.ly/13Ee6W5
  40. 40. Help fans cheer on their team Company: Calgary Flames (NHL) Industry: Sports Campaign: Mobile App 66% of the Flames' email subscribers 10% of the Flames' number of unique website visitors per month 44% of the fans who have the app are active users http://bit.ly/1ee9D2m
  41. 41. Help marketers find an ESP Company: ClickMail Marketing Product: ESPinator Helps email marketers choose an ESP that fits their needs and eliminate bounce rate. http://bit.ly/1csSgwB
  42. 42. Help people eliminate bad breath Company (and product): Orabrush Campaign: Series of funny YouTube videos 35 million YouTube views 116,000 YouTube subscribers 10x increase in landing page conversion rates by adding Orabrush videos 271,000 Facebook fans Orabrush’s sales volume in stores is comparable to premium toothbrush sales http://bit.ly/13EehRl
  43. 43. Help companies identify security threats Company: Commtouch Industry: Internet security Campaign: Creating and repurposing quarterly security reports 261% increase in media coverage 50% increase in Twitter followers 60% increase in blog subscribers http://bit.ly/15ypFlX
  44. 44. Focus on the audience and the message… NOT THE MEDIUM
  45. 45. Focus on the audience and the message… “ NOT THE “ MEDIUM Focus on being interested, rather than interesting. Brian Carroll Executive Director of Applied Research, MECLABS
  46. 46. …and only then apply the medium Conduct primary research Determine value of brand Determine value of product(s) Create a draft content infrastructure Determine the ideal channels to communicate content Create and disperse your content channel recommendations
  47. 47. We need to figure out how to: Sell your ‘free’ content Tell your story Stop at nothing
  48. 48. STOP AT NOTHING
  49. 49. Three content marketing barriers We don’t have time to produce quality content We don’t want to give away our content for free We don’t want to give away our secrets
  50. 50. Three content marketing barriers We don’t have time to produce quality content We don’t want to give away our content for free We don’t want to give away our secrets
  51. 51. Industry/LOB Project Management Workflow and Transparency Project Notification Form submitted by Nat’l Mktg Leaders This is how marketing support requests are submitted to GTMS. Depending on project details selected, GTMS team leaders will be notified of the support request. Go To Market Services team members brief and/or advise on strategies, and help refine based on previous data and experience. Ongoing approvals from SMEs and Industry/LOB Leaders throughout process coordinated by National Marketing Leaders. Scheduled by Production Manager GTMS Multiaspect GTMS project? Yes Project Kickoff Call and project brief completed Project set-up and assigned in Project Management platform Work Begins: Content & Graphic Design, Digital Media, Demand Generation, Social Media, PR, Advertising, etc. No – Single area of support needed – Small project Implementation MROI analysis with industry/LOB Leaders http://bit.ly/19zX8k4 Tracking of Results – Analytics and Automation Software Best efforts will be made to align resources to specific LOB/ Industry, this may not always be possible unless teams are willing to adjust project due dates. NOTE: Project Tracker used to manage overall planning. Project Management platform used to manage GTMS support elements. GTMS Teams will review Project Tracker reports to plan for resources and manage workflow.
  52. 52. Asking the “Right” Questions Specific questions force them to think beyond the immediate need and think about repackaging, web pages that should be linked, other types of media http://bit.ly/19zX8k4
  53. 53. Repurpose: Twelve Degrees of Content Email newsletter
  54. 54. Repurpose: Twelve Degrees of Content Questions that didn’t make it
  55. 55. Repurpose: Twelve Degrees of Content Tweet a highlight
  56. 56. Repurpose: Twelve Degrees of Content Newsletter The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Work begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery. MECLABS drafts the research proposal which Print an excerpt helps articulate, deliverables, timelines, objectives and costs. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. MECLABS drafts the research The Sciences Team reviews the data to determine if the initiative fits into our research proposal which helps articulate, deliverables, timelines, objectives and costs. agenda and provides their recommendation. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
  57. 57. Repurpose: Twelve Degrees of Content Newsletter The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Work begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Newsletter Release a mobile issue MECLABS drafts the research The Sciences Team reviews the data to determine if the initiative fits into our research proposal which helps articulate, deliverables, timelines, objectives and costs. agenda and provides their recommendation. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Work begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. The Sciences Team reviews the data to determine if the initiative fits into our research agenda and provides their recommendation. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
  58. 58. Repurpose: Twelve Degrees of Content Newsletter The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Work begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. Newsletter The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Work begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. Create a podcast The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. MECLABS drafts the research The Sciences Team reviews the data to determine if the initiative fits into our research proposal which helps articulate, deliverables, timelines, objectives and costs. agenda and provides their recommendation. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. The Sciences Team reviews the data to determine if the initiative fits into our research agenda and provides their recommendation. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
  59. 59. Repurpose: Twelve Degrees of Content Newsletter The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Work begins: The MECLABS Research Team conducts preliminary And a YouTube video forensic data analysis, summary competitive analysis and other key deliverables to initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Newsletter MECLABS drafts the research The Sciences Team reviews the data to determine if the initiative fits into our research proposal which helps articulate, deliverables, timelines, objectives and costs. agenda and provides their recommendation. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Work begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. The Sciences Team reviews the data to determine if the initiative fits into our research agenda and provides their recommendation. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
  60. 60. Repurpose: Twelve Degrees of Content Newsletter The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Work begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Newsletter MECLABS drafts the research The Sciences Team reviews the data to determine if the initiative fits into our research proposal which helps articulate, deliverables, timelines, objectives and costs. agenda and provides their recommendation. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Work begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery. Newsletter MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. MECLABS drafts the research proposal which helps articulate, deliverables, The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. timelines, objectives and costs. The Sciences Team reviews the data to determine if the initiative fits into our research agenda and provides their recommendation. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Work get a The MECLABS Research Team conducts preliminary forensic data We contact you to discuss your application The goal is tobegins:better understanding of your research challenges and objectives. analysis, summary competitive analysis and other key deliverables to initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. The Sciences Team reviews the data to determine if the initiative fits into our research agenda and provides their recommendation. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
  61. 61. Repurpose: Twelve Degrees of Content Newsletter The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Work begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery. MECLABS drafts the research proposal which Newsletter Add the audio files to the iPhone app The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. helps articulate, deliverables, timelines, objectives and costs. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. MECLABS drafts the research The Sciences Team reviews the data to determine if the initiative fits into our research proposal which helps articulate, deliverables, timelines, objectives and costs. agenda and provides their recommendation. Work begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. The Sciences Team reviews the data to determine if the initiative fits into our research agenda and provides their recommendation. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
  62. 62. Repurpose: Twelve Degrees of Content Newsletter The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Work begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. Newsletter The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. MECLABS drafts the research The Sciences Team reviews the data to determine if the initiative fits into our research proposal which helps articulate, The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. deliverables, timelines, objectives and costs. agenda and provides their recommendation. Work begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. The Sciences Team reviews the data to determine if the initiative fits into our research agenda and provides their recommendation. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. Press Release We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Distribute interview to broadcast and print media We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
  63. 63. Repurpose: Twelve Degrees of Content Newsletter The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Work begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. MECLABS drafts the research The Sciences Team reviews the data to determine if the initiative fits into our research proposal which helps articulate, deliverables, timelines, objectives and costs. agenda and provides their recommendation. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. AND IF THAT FAILS We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. Press Release We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Distribute interview to broadcast and print media We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
  64. 64. AND IF THAT FAILS
  65. 65. Three content marketing barriers We don’t have time to produce quality content We don’t want to give away our content for free We don’t want to give away our secrets
  66. 66. Marketers’ expected changes to channel budget Increase greatly Website optimization Increase slightly 29% Social media 45% 27% SEO 23% Email marketing 23% 46% 24% Content marketing No change 24% 44% 30% 39% 19% 37% 44% 32% 62% increase Marketing technology 14% Mobile marketing 14% Paid search (PPC) 13% Webinars 6% Tradeshows 4% 3% 46% 33% 52% 32% 9% Direct mail Print advertising 38% 49% 29% 17% 19% 17% 57% 60% 59% 59% 2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915
  67. 67. $4.2 BILLION
  68. 68. $3.9 BILLION
  69. 69. $2.9 BILLION
  70. 70. $2.5 BILLION
  71. 71. You pay with help, you receive attention and trust Content Your Company Share of mind Relevant Helpful Entertaining Customers Trust
  72. 72. Three content marketing barriers We don’t have time to produce quality content We don’t want to give away our content for free We don’t want to give away our secrets
  73. 73. Real content marketing adds value for the customer, no matter the topic http://bit.ly/19zX8k4
  74. 74. “ Real content We tell potential customers, marketing adds ‘You know what, fiberglass might not valuefor you. And that’s OK, we’re going be for the customer, noout together.’ to figure it matter the topic – Marcus Sheridan “ http://bit.ly/19zX8k4
  75. 75. Transparent Marketing “ “ The consumer is not a moron, she is your wife. You wouldn’t lie to your wife. Don’t lie to mine. – David Ogilvy
  76. 76. When you disagree let your customers answer
  77. 77. Three content marketing barriers We don’t have time to produce quality content We don’t want to give away our content for free We don’t want to give away our secrets
  78. 78. We need to figure out how to: Sell your ‘free’ content Tell your story Stop at nothing
  79. 79. Additional resources Blog Case Study: Three Lessons Learned from a 232% Increase in Visits http://contentmarketinginstitute.com/2010/08/blog-case-study-increase-visits/ Selling Free Content: Why Seth Godin never gives anything away for free http://www.marketingexperiments.com/blog/marketing-insights/free-contentvalue-exchange.html Content Marketing and SEO: The world doesn’t need another blog post http://sherpablog.marketingsherpa.com/search-marketing/customer-focusedcontent-marketing/ Content Marketing: 3 tips for how to get started http://sherpablog.marketingsherpa.com/inbound-marketing/contentmarketing-getting-started/
  80. 80. Content Marketing How MarketingExperiments increased blog traffic 232% (and how you can, too)
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