Use Content Marketingto Reach Your AudienceAndreas RamosAlok VasudevaMarch 30, 2013Content Marketing
Andreas Ramos• PPC for MIT• SEO for Stanford• Co-founder, Classjunky.com• Adviser to five SVstartups• Worked atSUN, SGI, Brio, Acxiom• Author of sevenbooks• Upcoming book onContent MarketingWho We AreAlok Vasudeva• 10+ years in B2B marketing• Expertise in productmarketing and marketingcommunications• Emulex, Hitachi DataSystems, Marconi, SiemensCommunications
• 5,000 ads per person daily• 80% of the target audienceignores TV ads (Nielsen)• 63% of the web users usesoftware to block ads(Sequenti.al, 2012)• Unilever spent $6.3m onTV, but reached only 40%(Financial Times)• 61% decide without talking tosales (MarketingSherpa, 2012)• 57% of the purchase decisionis made before talking withsales (Eloqua)Problem: Advertising Doesn’t Work
• 91% of CMOs are using content marketing• 34% of marketing budgets at Fortune 500s• Coca-Cola and IntelContent Marketing InstituteB2B Content Marketing, 2013Solution: Content Marketing
Traditional marketing is “push marketing”• It is pushed at the audience• It is broadcasted at the audience• Don’t create marketing blah-blah-blahCreate useful content that the audience wants• It is content that they want• They seek it out• Find their questions and give them answers• Find out their problems and offer solutions• Examples: FAQs, support, technical documentationWhat Is Content Marketing?
Use Web 2.0 tools• Search queries on yourwebsite• Yahoo! Answers• Quora• Search Twitter anddownload• Forums inFB, LinkedIn, G+, etc.• Influencer tools(eCairn, EzyInsights)• Word CloudsWhat Does Your Audience Want?Source: EzyInsights.com
Text• eNewsletters• Blogs• FAQs• White papers• Books• E-books• Case studies• Tweets• Slideware• News releasesUse the Formats that Your Audience WantsImage• Photo essays• Infographics• llustrationsVideo• Interviews• Demonstrations• EventsAudio• Podcasts
• Business goal• Branding (logo, colors, font)• Unique Value Proposition (UVP)• Target Audience• Use a Brand Guideline document• Where to get one?• andreas.com/marketingcamp.htmlUse the Basics of Marketing
Analytics• Adobe Omniture, IBM Coremetrics, Google AnalyticsE-mail• Add a form to your site• Build your mailing list• ConstantContact, ExactTarget, Responsys, VerticalResponse, MailChimpMarketing Automation• Moves visitors through your site• Sorts prospects into good or poor• Act-On, Eloqua, Marketo, Pardot, LoopFuseSales CRM• Manages your sales team’s performance• SAP, salesforce.com, sugarCRM, ZohoTracking and Metrics
• KPIs• Cost-per-Lead (CPL)• Cost-per-Acquistion (CPA)• KPIs are for investors• Show that you have a strategy to grow traffic• Show how much it cost to reach the target• Buy your trafficWhy Metrics?
Summary: Why Content Marketing?• Give your audiencewhat they want• Bypass the media• Bypass Google• Control your message
Get a Free Copy of the Book• ISBN 978-0-9893600-0-5• Release Date: May 28th• Get this presentation and otherresources at:andreas.com/marketingcamp.html