“Crucial Content Elements to Drive Your Marketing”

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How do you create a content strategy and then execute content assets throughout the buying cycle? In this session, Curt will show you how his team at MasterControl has developed a process for content creation, and how that content is found and delivered
to prospects and customers. In this session, you’ll learn:
• Where the content marketing strategy starts and getting buy-in
• What types of content works best at different parts of the buying cycle
• The best way to integrate content marketing into the entire marketing strategy

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“Crucial Content Elements to Drive Your Marketing”

  1. 1. Crucial Content Elements to Drive Your Marketing Curt Porritt SVP of Marketing MasterControl, Inc. #cmworld
  2. 2. What is “Content Marketing?”Basic Philosophy:“You can make more friends in two monthsby becoming interested in other people thanyou can in two years by trying to get otherpeople interested in you.” Dale Carnegie #cmworld
  3. 3. What is “Content Marketing?”• “Curt’s Definition” Content marketing involves delivering a large amount of valuable information to prospects and customers with the ultimate goals of increasing loyalty, introducing solutions, and improving brand. Everything points to valuable content. #cmworld
  4. 4. It Should Be Process-Driven Call Team Activities Sales - Stages 1 through 9 Hold, Lost, Hold, Lost, Deferred, Dead, Deferred, Dead, Zombie, Hot, Etc. Zombie, Hot, Etc. The Internal Marketing Machine (email, direct mail, white papers, newsletters, webinars, etc.) #cmworld
  5. 5. What Types of Content? Customer 4 Prospect Prospect Website Newsletters Website White Papers, Customer Data Newsletter Sheets, Webinars, Case Videos, and Studies, Flash Tours etc. #cmworld
  6. 6. What Types of Content?• In a typical year we’ll produce about 450 content projects or 8.5 per week (Team of four writers & two designers) – 73 Newsletters Articles – (4 prospect newsletters, 1 customer newsletter) – 36 Email Blasts - (Does not include newsletter blasts.) – 25 Customer Website Pages – (ads, product, events, training, etc.) – 89 Prospect Website Pages – (new and edited) – 74 SEO Articles Published – (link-building articles) – 66 Sales-related Collateral – (brochures, white papers, case studies) – Public Relations Collateral – (15 press releases, 12 LinkedIn pages) – 12 Direct Mailers – 42 Event Pages – 4 Flash Quick Tours #cmworld
  7. 7. Driving Content• Search Engines #cmworld
  8. 8. Driving Content• Website #cmworld
  9. 9. Driving Content• Website #cmworld
  10. 10. Driving Content• Email #cmworld
  11. 11. Driving Content• Newsletters #cmworld
  12. 12. Driving Content• White Papers #cmworld
  13. 13. Driving Content• Multimedia #cmworld
  14. 14. Driving Content• Social Media #cmworld
  15. 15. Driving Content• Social Media: InvestmentSocial media investmentis second from top. #cmworld
  16. 16. Driving Content• Social Media: Effort vs. EffectivenessSocial mediaeffectivenessis close tothe bottom. #cmworld
  17. 17. Driving Content• Social Media: SEO EffectivenessSocial mediais next to last inSEO effectiveness. #cmworld
  18. 18. Driving Content• Social Media: Lead Generation EffectivenessSocial mediais next to last inlead generationeffectiveness. #cmworld
  19. 19. Driving Content• Social Media: Is It The Next Dot.com Bubble? – We haven’t yet figured out social media, especially among B2B companies. – The hype and investment is greater than the results (so far). – It’s not going away. (We need to figure it out.) – It will be interesting to watch. – My advice: Invest Cautiously! #cmworld
  20. 20. Tracking Results - AnalyticsFrom the Online Forms We Know: SalesForce• Company• Name• Department• Industry• Phone #• Email• Country• Job Title• CommentsWhat We Know via Other Means:• Interests (keyword used, white paper downloaded, etc.)• Lead Quality (A vs. B)• Lead Source (video, “contact us” form, trade show etc.)• Campaign (PPC, banner ads, internal email, external email, etc)• Duplicate Lead (if they have filled out a form on our site before)• First Conversion Date (the first time they requested info from the website) #cmworld
  21. 21. Tracking Results - Analytics #cmworld
  22. 22. Tracking Results – Website 8 7 Most Popular Website Pages 6 Form Conversion 5 2009 – 36% 4 2010 – 35%’ 2011 – 37% 3 2009 2010 2 2011 YTD 1 0 #cmworld
  23. 23. Tracking Results – Qual. Opps Total Qualified Opportunities in the Sales Pipeline 2008 thru 2012 600 500 400 329 2012 300 285 2011 244 2010 200 2009 188 2008 146 100 90 46 0 #cmworld
  24. 24. Tracking Results – Qualified Opps 2011 Total Qualified Opportunities in Sales Pipeline Partners Sales 5% 13% Marketing 82% #cmworld
  25. 25. Tracking Results - Branding Number of Search Engine Searches for "MasterControl" 2,200 2,000 1,800 1,600 1,400 master 1,200 control mastercontro l 1,000 Total 800 600 400 200 0 #cmworld
  26. 26. Tracking Results - Branding From which of the following companies have you received communication within the last month? (i.e. newsletter, white paper, direct mail, email, etc. Please check all that apply.) 35.0% 30.0% 25.0% 20.0% 15.0% 2008 10.0% 2009 5.0% 2010 0.0% #cmworld
  27. 27. Tracking Results - Branding When you think of the communication you’ve received from these companies, to which ones have you responded within the past year? (i.e. visited their website, called them, emailed them, attended a webinar/seminar, downloaded a white paper, read a newslette 30.0% 25.0% 20.0% 15.0% 2008 2009 10.0% 2010 5.0% 0.0% MasterControl Sparta ETQ Pilgrim Camstar MetricStream Qumas Systems (Trackwise) #cmworld
  28. 28. Summary• Content Marketing Works – Offering content with real value yields loyalty, sales opportunities, and improved branding• It requires an investment in time and effort• It is a strategic, long-term process, not a short- term, tactical activity• Tracking success and making adjustments is important #cmworld
  29. 29. Thank You!Crucial Content Elements to Drive Your Marketing Curt Porritt SVP of Marketing MasterControl, Inc. #cmworld

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