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How MarketingExperiments increased
blog traffic 232% (and how you can, too)
Content Marketing
2
Pamela Markey
Senior Director of Marketing
MECLABS
@PamelaMarkey
Daniel Burstein
Director of Editorial Content
MECLABS
@...
3
4
We help
marketers
learn how
5
We help
marketers
learn how
We do it
ourselves
every day
About MECLABS
The world's largest independent Internet-based research lab focused
exclusively on marketing and sales.
MECL...
7
Why content marketing?
Print
Advertising
Social
Media Mobile
Marketing
Direct
Mail
Tradeshows
SEO
Optimization
PPC
Webin...
Comparing difficulty of content marketing
73%
66%
57%
57%
54%
51%
44%
41%
40%
40%
37%
37%
29%
29%
28%
21%
20%
20%
25%
29%
...
9
Sell your ‘free’ content
Tell your story
Overcome three barriers
We need to figure out how to:
10
11
17,657visits/month
5,458visits/month
12
17,657visits/month
5,458visits/month
232%In Eight Months
13
http://www.marketingsherpa.com/article/case-study/e-commerce-blog-content-marketing
14
172% ROI
http://www.marketingsherpa.com/article/case-study/e-commerce-blog-content-marketing
15
Measurement
20%
Golf
Platform7%
Transactions
5%
Government
Relations
6%
60%
Brand Launch
2%
Thought Leadership
Expertis...
16
Measurement
20%
Golf
Platform7%
Transactions
5%
Government
Relations
6%
60%
Brand Launch
2%
Thought Leadership
Expertis...
17
http://www.marketingsherpa.com/video/content-marketing-marcus-sheridan
Not this…
But this…
18
Not this…
But this…
80%=THIRTY
ARTICLES
http://www.marketingsherpa.com/video/content-marketing-marcus-sheridan
19
Sell your ‘free’ content
Tell your story
Overcome three barriers
We need to figure out how to:
20
SELL
21
Free is not free
Value Cost
The Prospect’s Mind
• What is truly free?
• Every action requires a value proposition
22
The Value Proposition
23
Test to find out what works
Submit Comment
24
Test to find out what works
Submit Comment
25
What are we trying to communicate?
Join the conversationSubmit Comment
26
What are we trying to communicate?
Join the conversationSubmit Comment
4,357 4,278
38 50
0.87% 1.74%
Visits
Comments
Co...
27
What are we trying to communicate?
Join the conversationSubmit Comment
4,357 4,278
38 50
0.87% 1.74%
Visits
Comments
Co...
28
http://www.marketingexperiments.com/blog/research-topics/social-media-research-topics/blog-comment-test.html
29
Selling free content: Excerpts
http://www.marketingexperiments.com/blog/internet-marketing-strategy/b2b-gamification-in...
30
Selling free content: Excerpts
http://www.marketingsherpa.com/video/b2b-gamification-in-trial
31
Not this…
Even ‘free’ offers require a conversion
32
But this…
Not this…
Orientation
Small form
Single CTATestimonial
Quantifier
Even ‘free’ offers require a conversion
33
Sell your ‘free’ content
Tell your story
Overcome three barriers
We need to figure out how to:
34
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
Facebook
359,440 likes
13,811 talking about this
Twitter
645,111 Followers
Company: ...
Help people learn to meditate
Facebook
Video tab: 32,922 views
Video: 7,670 views
2,420 ebook downloads
42 product purchas...
Help fans cheer on their team
66% of the Flames' email
subscribers
10% of the Flames' number
of unique website visitors
pe...
Help marketers find an ESP
Helps email marketers
choose an ESP that fits
their needs and
eliminate bounce rate.
Company: C...
Help people eliminate bad breath
35 million YouTube views
116,000 YouTube subscribers
10x increase in landing page
convers...
Help companies identify security threats
261% increase in media
coverage
50% increase in Twitter
followers
60% increase in...
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 Carroll...
…and only then apply the medium
Determine
value of
brand
Determine
value of
product(s)
Conduct
primary
research
Determine ...
45
Sell your ‘free’ content
Tell your story
Overcome three barriers
We need to figure out how to:
46
STOP AT
NOTHING
47
We don’t want
to give away
our secrets
We don’t want
to give away our
content for free
Three content marketing barriers...
48
We don’t want
to give away
our secrets
We don’t want
to give away our
content for free
Three content marketing barriers...
49
Project Management Workflow and Transparency
Project
Notification
Form
submitted by
Nat’l Mktg
Leaders
Project Kick-
of...
50
Asking the “Right” Questions
Specific questions
force them to
think beyond the
immediate need
and think about
repackagi...
51
Repurpose: Twelve Degrees of Content
Email newsletter
52
Repurpose: Twelve Degrees of Content
Questions that
didn’t make it
53
Repurpose: Twelve Degrees of Content
Tweet a highlight
54
Repurpose: Twelve Degrees of Content
Work begins: The MECLABS Research Team conducts preliminary
forensic data analysis...
55
Repurpose: Twelve Degrees of Content
Work begins: The MECLABS Research Team conducts preliminary
forensic data analysis...
56
Repurpose: Twelve Degrees of Content
Work begins: The MECLABS Research Team conducts preliminary
forensic data analysis...
57
Repurpose: Twelve Degrees of Content
Work begins: The MECLABS Research Team conducts preliminary
forensic data analysis...
58
Repurpose: Twelve Degrees of Content
Work begins: The MECLABS Research Team conducts preliminary
forensic data analysis...
59
Repurpose: Twelve Degrees of Content
Work begins: The MECLABS Research Team conducts preliminary
forensic data analysis...
60
Repurpose: Twelve Degrees of Content
Work begins: The MECLABS Research Team conducts preliminary
forensic data analysis...
61
Repurpose: Twelve Degrees of Content
Work begins: The MECLABS Research Team conducts preliminary
forensic data analysis...
62
AND IF
THAT FAILS
63
We don’t want
to give away
our secrets
We don’t want
to give away our
content for free
Three content marketing barriers...
2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915
Marketers’ expected changes to channel budget
3%
4%
6...
65
$4.2
BILLION
66
$3.9
BILLION
67
$2.9
BILLION
68
$2.5
BILLION
You pay with help, you receive attention and trust
Your
Company
Customers
Share of mind
Trust
Content
Relevant
Helpful
Ent...
70
We don’t want
to give away
our secrets
We don’t want
to give away our
content for free
Three content marketing barriers...
71
72
Real content
marketing adds
value for the
customer, no
matter the topic
http://www.marketingsherpa.com/video/content-ma...
73
Real content
marketing adds
value for the
customer, no
matter the topic
We tell potential customers,
‘You know what, fi...
74
Transparent Marketing
The consumer is not a
moron, she is your wife. You
wouldn’t lie to your wife. Don’t
lie to mine.
...
75
76
When you disagree
let your customers answer
77
We don’t want
to give away
our secrets
We don’t want
to give away our
content for free
Three content marketing barriers...
78
Sell your ‘free’ content
Tell your story
Overcome three barriers
We need to figure out how to:
Additional resources
Blog Case Study: Three Lessons Learned from a 232% Increase in Visits
http://contentmarketinginstitut...
How MarketingExperiments increased
blog traffic 232% (and how you can, too)
Content Marketing
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MarketingExperiments increased blog traffic 232% with content marketing

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MarketingExperiments increased blog traffic 232% with content marketing. And, you can too!

See Pamela Markey and Daniel Burstein's presentation slides from the Jacksonville Chapter of AMA. Marketers say that content is among the most effective lead generation tactics, according to MarketingSherpa research, however, it is also among the most difficult for them to execute.

In this session features an inside look at how MECLABS, the parent company of MarketingSherpa and MarketingExperiments, produces its own content, and shared some research and “how to” information about content marketing.

In this presentation, you will learn:
- Why so-called “free” content isn’t really free for your audience
- How to identify your brand’s content “story”
- How to overcome 3 common content marketing barriers

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Transcript of "MarketingExperiments increased blog traffic 232% with content marketing"

  1. 1. How MarketingExperiments increased blog traffic 232% (and how you can, too) Content Marketing
  2. 2. 2 Pamela Markey Senior Director of Marketing MECLABS @PamelaMarkey Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein
  3. 3. 3
  4. 4. 4 We help marketers learn how
  5. 5. 5 We help marketers learn how We do it ourselves every day
  6. 6. 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.
  7. 7. 7 Why content marketing? Print Advertising Social Media Mobile Marketing Direct Mail Tradeshows SEO Optimization PPC Webinars Email Marketing CONTENT 0% 40%10% 20% 30% 10% 20% 30% DEGREEOFDIFFICULTY LEVEL OF EFFECTIVENESS Lead Generation Benchmark Survey Fielded January 2012, N=1,915 MarketingSherpa
  8. 8. Comparing difficulty of content marketing 73% 66% 57% 57% 54% 51% 44% 41% 40% 40% 37% 37% 29% 29% 28% 21% 20% 20% 25% 29% 37% 37% 35% 43% 46% 49% 53% 50% 46% 59% 51% 48% 49% 52% 54% 54% 2% 4% 6% 6% 12% 6% 11% 11% 7% 10% 17% 4% 19% 23% 23% 26% 26% 26% Images Press Releases Social Media Webpages Customer Reviews E-newsletters Mobile Web Content Articles Blogs Microsites Digital Magazines Podcasts Webinars/Webcasts e-books Case Studies Whitepapers Online Video Mobile Apps Not Difficult Somewhat difficult Very difficult Please indicate the DEGREE OF DIFFICULTY (time, effort and expense required) in creating each type of content SEO Marketing Benchmark Survey Fielded February 2013, N≥70 MarketingSherpa
  9. 9. 9 Sell your ‘free’ content Tell your story Overcome three barriers We need to figure out how to:
  10. 10. 10
  11. 11. 11 17,657visits/month 5,458visits/month
  12. 12. 12 17,657visits/month 5,458visits/month 232%In Eight Months
  13. 13. 13 http://www.marketingsherpa.com/article/case-study/e-commerce-blog-content-marketing
  14. 14. 14 172% ROI http://www.marketingsherpa.com/article/case-study/e-commerce-blog-content-marketing
  15. 15. 15 Measurement 20% Golf Platform7% Transactions 5% Government Relations 6% 60% Brand Launch 2% Thought Leadership Expertise Advocacy Employer of Choice Content Dependent Activities http://sherpablog.marketingsherpa.com/marketing/how-mcgladrey-built-strategy-content/
  16. 16. 16 Measurement 20% Golf Platform7% Transactions 5% Government Relations 6% 60% Brand Launch 2% Thought Leadership Expertise Advocacy Employer of Choice Content Dependent Activities + 100% + 300% Increase in web visits per month Increase in content production http://sherpablog.marketingsherpa.com/marketing/how-mcgladrey-built-strategy-content/
  17. 17. 17 http://www.marketingsherpa.com/video/content-marketing-marcus-sheridan Not this… But this…
  18. 18. 18 Not this… But this… 80%=THIRTY ARTICLES http://www.marketingsherpa.com/video/content-marketing-marcus-sheridan
  19. 19. 19 Sell your ‘free’ content Tell your story Overcome three barriers We need to figure out how to:
  20. 20. 20 SELL
  21. 21. 21 Free is not free Value Cost The Prospect’s Mind • What is truly free? • Every action requires a value proposition
  22. 22. 22 The Value Proposition
  23. 23. 23 Test to find out what works Submit Comment
  24. 24. 24 Test to find out what works Submit Comment
  25. 25. 25 What are we trying to communicate? Join the conversationSubmit Comment
  26. 26. 26 What are we trying to communicate? Join the conversationSubmit Comment 4,357 4,278 38 50 0.87% 1.74% Visits Comments Conversion
  27. 27. 27 What are we trying to communicate? Join the conversationSubmit Comment 4,357 4,278 38 50 0.87% 1.74% Visits Comments Conversion 34% increase
  28. 28. 28 http://www.marketingexperiments.com/blog/research-topics/social-media-research-topics/blog-comment-test.html
  29. 29. 29 Selling free content: Excerpts http://www.marketingexperiments.com/blog/internet-marketing-strategy/b2b-gamification-in-trial-marketing.html
  30. 30. 30 Selling free content: Excerpts http://www.marketingsherpa.com/video/b2b-gamification-in-trial
  31. 31. 31 Not this… Even ‘free’ offers require a conversion
  32. 32. 32 But this… Not this… Orientation Small form Single CTATestimonial Quantifier Even ‘free’ offers require a conversion
  33. 33. 33 Sell your ‘free’ content Tell your story Overcome three barriers We need to figure out how to:
  34. 34. 34 TELL YOUR STORY
  35. 35. How to identify your story Every customer wants two things: Eliminate the negative Accentuate the Positive
  36. 36. Help women identify new beauty trends Facebook 359,440 likes 13,811 talking about this Twitter 645,111 Followers Company: Beautylish Industry: Beauty Project: Brand Journalism http://sherpablog.marketingsherpa.com/copywriting/content-marketing-should-you-lure-a-journalist-over-to-the-dark-side/
  37. 37. Help people learn to meditate Facebook Video tab: 32,922 views Video: 7,670 views 2,420 ebook downloads 42 product purchases Company: Centerpointe Research Institute Industry: Therapy Campaign: Free giveaways to help people meditate http://www.marketingsherpa.com/article/case-study/facebook-demo-drives-sales-less
  38. 38. Help fans cheer on their team 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 Company: Calgary Flames (NHL) Industry: Sports Campaign: Mobile App http://www.marketingsherpa.com/article/how-to/nhls-calgary-flames-deliver-instant
  39. 39. Help marketers find an ESP Helps email marketers choose an ESP that fits their needs and eliminate bounce rate. Company: ClickMail Marketing Product: ESPinator http://sherpablog.marketingsherpa.com/b2b-marketing/web-based-tool-content-marketing/
  40. 40. Help people eliminate bad breath 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 Company (and product): Orabrush Campaign: Series of funny YouTube videos http://www.marketingsherpa.com/article/how-to/small-business-builds-youtube-channel
  41. 41. Help companies identify security threats 261% increase in media coverage 50% increase in Twitter followers 60% increase in blog subscribers Company: Commtouch Industry: Internet security Campaign: Creating and repurposing quarterly security reports http://www.marketingsherpa.com/article/case-study/getting-corporate-data-out-subject
  42. 42. Focus on the audience and the message… NOT THE MEDIUM
  43. 43. 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
  44. 44. …and only then apply the medium Determine value of brand Determine value of product(s) Conduct primary research Determine the ideal channels to communicate content Create a draft content infrastructure Create and disperse your content channel recommendations
  45. 45. 45 Sell your ‘free’ content Tell your story Overcome three barriers We need to figure out how to:
  46. 46. 46 STOP AT NOTHING
  47. 47. 47 We don’t want to give away our secrets We don’t want to give away our content for free Three content marketing barriers We don’t have time to produce quality content
  48. 48. 48 We don’t want to give away our secrets We don’t want to give away our content for free Three content marketing barriers We don’t have time to produce quality content
  49. 49. 49 Project Management Workflow and Transparency Project Notification Form submitted by Nat’l Mktg Leaders Project Kick- off 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. Implementation Tracking of Results – Analytics and Automation Software Industry/LOBGTMS 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. MROI analysis with industry/LOB Leaders 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. 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. Yes No– Single area of support needed – Small project Scheduled by Production Manager Multi- aspect GTMS project? http://sherpablog.marketingsherpa.com/marketing/how-mcgladrey-built-strategy-content/
  50. 50. 50 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://sherpablog.marketingsherpa.com/marketing/how-mcgladrey-built-strategy-content/
  51. 51. 51 Repurpose: Twelve Degrees of Content Email newsletter
  52. 52. 52 Repurpose: Twelve Degrees of Content Questions that didn’t make it
  53. 53. 53 Repurpose: Twelve Degrees of Content Tweet a highlight
  54. 54. 54 Repurpose: Twelve Degrees of Content 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. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. The Sciences Team reviews the data to determineif the initiativefits 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. 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 officiallybegins. 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. Newsletter Print an excerpt
  55. 55. 55 Repurpose: Twelve Degrees of Content 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. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. The Sciences Team reviews the data to determineif the initiativefits 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. 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 officiallybegins. 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. Newsletter 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. 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. 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. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Newsletter Release a mobile issue
  56. 56. 56 Repurpose: Twelve Degrees of Content 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. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. The Sciences Team reviews the data to determineif the initiativefits 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. 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 officiallybegins. 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. Newsletter 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. 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. 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. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Newsletter Create a podcast
  57. 57. 57 Repurpose: Twelve Degrees of Content 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. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. The Sciences Team reviews the data to determineif the initiativefits 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. 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 officiallybegins. 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. Newsletter 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. 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. 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. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Newsletter And a YouTube video
  58. 58. 58 Repurpose: Twelve Degrees of Content 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. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. The Sciences Team reviews the data to determineif the initiativefits 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. 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 officiallybegins. 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. Newsletter 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. 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. 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. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Newsletter
  59. 59. 59 Repurpose: Twelve Degrees of Content 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. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. The Sciences Team reviews the data to determineif the initiativefits 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. 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 officiallybegins. 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. Newsletter 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. 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. 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. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. NewsletterAdd the audio files to the iPhone app
  60. 60. 60 Repurpose: Twelve Degrees of Content 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. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. The Sciences Team reviews the data to determineif the initiativefits 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. 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 officiallybegins. 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. Newsletter 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. 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. 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. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Newsletter Distribute interview to broadcast and print media Press Release
  61. 61. 61 Repurpose: Twelve Degrees of Content 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. MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs. The Sciences Team reviews the data to determineif the initiativefits 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. 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 officiallybegins. 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. Newsletter 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. 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. 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. The terms of the Research Proposal are agreed upon and the Research Partnership officially begins. Newsletter Distribute interview to broadcast and print media Press Release AND IF THAT FAILS
  62. 62. 62 AND IF THAT FAILS
  63. 63. 63 We don’t want to give away our secrets We don’t want to give away our content for free Three content marketing barriers We don’t have time to produce quality content
  64. 64. 2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915 Marketers’ expected changes to channel budget 3% 4% 6% 9% 13% 14% 14% 19% 23% 24% 27% 29% 17% 19% 17% 29% 32% 33% 38% 44% 39% 44% 46% 45% 59% 59% 60% 57% 49% 52% 46% 32% 37% 30% 24% 23% Print advertising Tradeshows Direct mail Webinars Paid search (PPC) Mobile marketing Marketing technology Email marketing Content marketing SEO Social media Website optimization Increase greatly Increase slightly No change 62% increase
  65. 65. 65 $4.2 BILLION
  66. 66. 66 $3.9 BILLION
  67. 67. 67 $2.9 BILLION
  68. 68. 68 $2.5 BILLION
  69. 69. You pay with help, you receive attention and trust Your Company Customers Share of mind Trust Content Relevant Helpful Entertaining
  70. 70. 70 We don’t want to give away our secrets We don’t want to give away our content for free Three content marketing barriers We don’t have time to produce quality content
  71. 71. 71
  72. 72. 72 Real content marketing adds value for the customer, no matter the topic http://www.marketingsherpa.com/video/content-marketing-marcus-sheridan
  73. 73. 73 Real content marketing adds value for the customer, no matter the topic We tell potential customers, ‘You know what, fiberglass might not be for you. And that’s OK, we’re going to figure it out together.’ – Marcus Sheridan “ “ http://www.marketingsherpa.com/video/content-marketing-marcus-sheridan
  74. 74. 74 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 “ “
  75. 75. 75
  76. 76. 76 When you disagree let your customers answer
  77. 77. 77 We don’t want to give away our secrets We don’t want to give away our content for free Three content marketing barriers We don’t have time to produce quality content
  78. 78. 78 Sell your ‘free’ content Tell your story Overcome three barriers We need to figure out how to:
  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-content- value-exchange.html Content Marketing and SEO: The world doesn’t need another blog post http://sherpablog.marketingsherpa.com/search-marketing/customer-focused- content-marketing/ Content Marketing: 3 tips for how to get started http://sherpablog.marketingsherpa.com/inbound-marketing/content- marketing-getting-started/
  80. 80. How MarketingExperiments increased blog traffic 232% (and how you can, too) Content Marketing
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