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  • The greatest benefit is that they can improve the conversion rates on their paths and pages.Change the case study template. Prior to name of the company: previous student, attendee. Integrate it as a talking point.

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  • 1. 5 Steps to Effective Content Marketing:How to extract the maximum revenue fromyour content #webclinic
  • 2. Join the conversation on Twitter #webclinic #webclinic
  • 3. Today’s team Dr. Flint McGlaughlin Ninan Chacko Managing Director CEO PR Newswire #webclinic
  • 4. PART 1: A Case Study from the MECLABS Library 4#webclinic
  • 5. Case Study: Background Case Study ID: CS1067 Record Location: MarketingSherpa Research Library Research Partner: Sermo, Inc.Research Notes: Background: Sermo is the largest physicians-only social network that allows pharmaceutical companies to conduct survey research and promote products to its audience. Goal: To reduce cost-per-lead Approach: To leverage the power of Sermo’s social network and create a content marketing campaign to add to the company’s current direct-response campaigns. 5 #webclinic
  • 6. Case Study: Background Homepage • Sermo is the largest online community, exclusive to physicians. • By leveraging its network of physicians, Sermo can allow companies in the pharmaceutical industry to conduct cost-effective market research for their products. • Sermo utilizes multiple ways to drive people to its website. #webclinic
  • 7. Case Study: Current Situation Direct Mail Lead Campaign Yellow Pages Ads Rented Email Lists Could content marketing generate more qualified leads? #webclinic
  • 8. Case Study: Content Marketing Strategy Sermo Content Sample • With the survey data from its network of more than 125,000 physicians in 68 specialties, Sermo was able to create custom content to be syndicated across multiple external channels. 8 #webclinic
  • 9. Case Study: Content Marketing Strategy Industry Newsletter • Sermo began to syndicate its content through different industry publications like this FiercePharma Newsletter. 9 #webclinic
  • 10. Case Study: Content Marketing Strategy Landing Page • People interested in the content clicked through and were given the opportunity to download the full report of a specific study. • Visitors were required to provide their name and email in order to see the report. 10 #webclinic
  • 11. Case Study: Before and After Before: Basic Lead Form Before: Direct Response After: Content Marketing After: Content Focused Lead Form 11 #webclinic
  • 12. Case Study: Results 90% Decrease in Cost-Per-Lead The new content marketing campaign reduced cost-per-lead by 90% Campaign Type Lead Cost Relative Difference Direct Response $295* - Content Marketing $30* 90%  What you needcontent marketing strategy,from mainly able toresponse campaigns to a to understand: By moving Sermo was direct reduce cost-per-lead by 90% and build a content asset for the company. *Lead cost numbers have been anonymized to protect Sermo. #webclinic
  • 13. Why does Content Marketing Work? 13#webclinic
  • 14. Why does Content Marketing Work?F Key Principles 1. There is a natural progression in the development of any relationship. Healthy relationships typically move through a series of transitional commitments. 14 #webclinic
  • 15. Relational Transitions Marriage Engagement Serious relationship First date Exchange numbers Conversation Initial meeting Icon Source: Icon Drawer #webclinic
  • 16. Why Does Content Marketing Work?F Key Principles 1. There is a natural progression in the development of any relationship. Healthy relationships typically move through a series of transitional commitments. 2. In a business context, there are generally three key levels of customer relationship/commitment: 1. Relational 2. Transactional 3. Contractual 16 #webclinic
  • 17. The Role of Content Marketing For many businesses, Ongoing content marketing can Contractual Contractual Relationship facilitate a smooth transition into a transactional relationship. Product - Tier #3 Transactional Product - Tier #2 Product - Tier #1Content Marketing Webinars/Events Relational Newsletters/Emails/Publications Website/Blog/Social 17 #webclinic
  • 18. Two Common Errors with Content Marketing Macro-Distortion: Some companies overlook/minimize the importance of the micro-decision in the overall conversion process. 18 #webclinic
  • 19. ERROR #1: Macro-Distortion Some companies try to move Ongoing Contractual past the relational stage Relationship before the prospect is ready. Product - Tier #3 Product - Tier #2 Product - Tier #1 Webinars/Events Newsletters/Emails/Publications Website/Blog/Social #webclinic
  • 20. Two Common Errors with Content Marketing Macro-Distortion: Some companies overlook/minimize the importance of the micro-decision in the overall conversion process. Horizontal-Diffusion: Some companies spend more time attempting to move their customers horizontally and not vertically. 20 #webclinic
  • 21. ERROR #2: Horizontal-Diffusion Some companies only focus Ongoing Contractual on relational content and Relationship never actually drive people up the funnel. Product - Tier #3 Product - Tier #2 Product - Tier #1 Webinars/Events Newsletters/Emails/Publications Website/Blog/Social #webclinic
  • 22. Today’s Focus Today, we will discuss how to avoid these common errors and effectively use content marketing to build profitable relationships with your prospects. 22 #webclinic
  • 23. PART 2: A 5-Step Framework for Effective Content Marketing 23#webclinic
  • 24. Five Steps to Effective Content Marketing STEP 1: Map your existing content across the funnel 24 #webclinic
  • 25. STEP 1: Map ContentF Key Principles 1. When mapping content, the goal is to simplify and sequence your content/product mix as clearly as possible. 25 #webclinic
  • 26. STEP 1: Map Content Simplify From this… To this… #webclinic
  • 27. STEP 1: Map ContentSequence ???? Content & Contractual ???? Product Maps ???? ???? Transactional ???? ???? ???? Relational ???? ???? #webclinic
  • 28. STEP 1: Map Content Simplify Not this But This 28 #webclinic
  • 29. STEP 1: Map ContentSequence Not this 29 #webclinic
  • 30. STEP 1: Map ContentSequence But This 30 #webclinic
  • 31. STEP 1: Map ContentF Key Principles 1. When mapping content, the goal is to simplify and sequence your content/product mix as clearly as possible. 2. Often, our offerings can be clear to us but confusing to our prospects. As marketers, we must learn to see our offerings through the eyes of our customers. 31 #webclinic
  • 32. Five Steps to Effective Content Marketing STEP 1: Map your existing content across the funnel STEP 2: Craft a biographical sketch of your ideal customer 32 #webclinic
  • 33. STEP 2: Conduct a Biographical Sketch• First, identify the key prospects/audience that you intend to serve. Marketing CE/MO Practitioner• Next, list the key traits and behaviors of these prospect categories. Agencies Academics #webclinic
  • 34. STEP 2: Conduct a Biographical Sketch Biographical Sketch of a Marketing Practitioner • She/he is a well-educated marketing practitioner. • She/he strives to be honorable in a notoriously dishonorable profession. • She/he is tired of marketing advice that is not backed up with evidence that it works. • She/he is laser-focused on achieving tangible ROI for marketing efforts. • She/he understands that “adequacy is the enemy of excellence.” • So she/he works hard to achieve that ROI. • But she/he struggles against market forces and management that doesn’t share his/her vision. • And she/he desperately wants to hit his/her numbers in the meantime. #webclinic
  • 35. STEP 2: Conduct a Biographical Sketch Sample Content (Webinars)• Finally, connect content to • Copywriting on Tight Deadlines: How ordinary the biographical sketch of marketers are achieving 103% gains with a step-by- step framework your customer(s). • Subject Lines Tested: How to write subject lines that double your clickthrough rate • Quick Win Clinic (Part I): The 5 easiest changes to make to your landing pages right now • 263% Higher Conversion Rate: How reducing anxiety helped one company improve conversion rate three- fold • Discovering Your Value Proposition: 6 ways to stand out in a crowded marketplace • Five Steps to Better Metrics: How one marketer leveraged Web analytics for an annual revenue increase of $500,000 #webclinic
  • 36. STEP 2: Conduct a Biographical Sketch How do I write content that applies to multiple ? customer segments? Do I always have to write separate content for each customer type? 36 #webclinic
  • 37. Five Steps to Effective Content Marketing STEP 1: Map your existing content across the funnel STEP 2: Conduct a biography sketch (profiles and path) of you ideal customer STEP 3: Identify distribution channels in which you have the greatest potential influence 37 #webclinic
  • 38. STEP 3: Identify Influential Channels Content Channels By identifying key distribution channels in Sermo’s space, Jon was able to maximize the influence of its content. 38 #webclinic
  • 39. STEP 3: Identify Influential ChannelsF Key Principles One can measure the potential influence of a channel with three criterion/factors: 1. REACH – How many are people are we influencing? 2. INTENSITY – To what depth is our influence on each person? 3. CAPACITY – To what degree can each person we have influenced enact change? 39 #webclinic
  • 40. Five Steps to Effective Content Marketing STEP 1: Map your existing content across the funnel STEP 2: Conduct a biography sketch (profiles and path) of you ideal customer STEP 3: Identify distribution channels with the greatest potential influence STEP 4: Create a clear connection between relational content and transactional and then contractual decisions 40 #webclinic
  • 41. STEP 4: Connect to DecisionsF Key Principles Marketing only exists where choice exists. Marketers influence choice. Indeed, any marketing effort (even content marketing) that does not influence choice is waste. 41 #webclinic
  • 42. STEP 4: Connect to Decisions Transactional Connection Content connects to an incremental transaction: the lead capture. 42 #webclinic
  • 43. STEP 4: Connect to Decisions Is it better to put my content behind a ? registration “wall” or give it away for free? 43 #webclinic
  • 44. Five Steps to Effective Content Marketing STEP 1: Map your existing content across the funnel STEP 2: Craft a biographical sketch of your ideal customer STEP 3: Identify distribution channels in which you have the greatest potential influence STEP 4: Create a clear connection between relational content to transactional and then contractual decisions STEP 5: Optimize the message of transactional and then contractual transitions 44 #webclinic
  • 45. Experiment: Background Experiment ID: TP1483 – SMO Barrier Page Test Record Location: MarketingExperiments Research Library Research Partner: Sermo, Inc.Research Notes: Background: After the success of the content marketing campaign, Jon wanted to test on the landing page to extract more leads from the Fierce Pharma traffic. Goal: To increase lead rate on the content marketing landing page Primary Research Question: Are users more likely to convert with only one article featured or multiple articles? Approach: A/B multifactor split test #webclinic
  • 46. Experiment: Control Control• The control followed many so-called “best practices” of landing page optimization.• But Jon and the researchers at MECLABS decided to add multiple CTAs for Sermo’s many other reports.• They hypothesized that the perceived value of the individual reports would increase when presented alongside a larger selection of content. #webclinic
  • 47. TreatmentExperiment: Treatment • Note the additional surveys (content) provided in attempt to broaden the potential appeal of the offer. • Note the option to search through specific topics. • Note the sidebar that gave visitors the option to learn about the main offer directly. #webclinic
  • 48. Experiment: Side-by-side Control Treatment #webclinic
  • 49. Experiment: Results 197% Increase in lead rate for returning visitors The landing page’s lead rate increased by 197% for returning visitors Relative Statistical Level Design Lead Rate of Confidence Difference Control 18.2% - - Treatment 54.1% 197% 99%  What you need to understand:the increasing the number of available reports, the perceived value of By individual reports may have increased which offset the increase in friction on the page for returning visitors. #webclinic
  • 50. Summary: Putting it all togetherF 1. Key Principles When mapping content, the goal is to simplify and sequence your content/product mix as clearly as possible. 2. Often, our offerings can be clear to us but confusing to our prospects. As marketers, we must learn to see our offerings through the eyes of our customers. 3. One can measure the potential influence of a channel with three criterion/factors: 1) Reach 2) Capacity 3) Intensity. 4. Marketing only exists where choice exists. Marketers influence choice. Indeed, any marketing effort (even content marketing) that does not influence choice is waste. 50 #webclinic
  • 51. Summary: Putting it all togetherF Key Steps STEP 1: Map your existing content across the funnel STEP 2: Craft a biographical sketch of your ideal customer STEP 3: Identify distribution channels in which you have the greatest potential influence STEP 4: Create a clear connection between relational content and transactional and then contractual decisions STEP 5: Optimize the message of transactional and then contractual transitions 51 #webclinic
  • 52. MarketingExperiments Optimization Newsletter Free subscription to more than $15 million in marketing research Join 98,000 of the top marketers from around the world as we work together to discover what really works. MarketingExperiments.com/subscribe 52#webclinic