Content Marketing: How MarketingExperiments increased blog traffic by 232%
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See the video replay here: http://www.marketingsherpa.com/video/webinar/marketingexperiments-increased-blog-traffic ...

See the video replay here: http://www.marketingsherpa.com/video/webinar/marketingexperiments-increased-blog-traffic

Daniel Burstein offers an inside look at how MECLABS, the parent company of MarketingSherpa and MarketingExperiments, produces content. He shares research and how-to information about content marketing, as well as explaining how MarketingExperiments increased blog traffic by 232%.

Watch the entire presentation here: http://www.marketingsherpa.com/video/webinar/marketingexperiments-increased-blog-traffic

Access our other webinars:www.marketingsherpa.com/webinars

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Content Marketing: How MarketingExperiments increased blog traffic by 232% Presentation Transcript

  • 1. Watch Daniel Burstein, Director of Editorial Content and Jessica Lorenz, Visual Storyteller, both of MECLABS discuss content marketing and answer questions from the audience. Watch it now! Access our other webinars
  • 2. Content Marketing How MarketingExperiments increased blog traffic by 232%
  • 3. Ask questions and share advice on Twitter. #SherpaWebinar
  • 4. Speaker Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein Jessica Lorenz Visual Storyteller MECLABS @JessicaPLorenz
  • 5. 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/
  • 6. Why content marketing? Print Advertising Social Media Mobile Marketing Direct Mail Trade Shows 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
  • 7. 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 Lead Generation Benchmark Survey Fielded January 2012, N=1,915 MarketingSherpa
  • 8. 17,657visits/month 5,458visits/month
  • 9. 17,657visits/month 5,458visits/month 232%In 8 Months
  • 10. http://bit.ly/15yq9Zf
  • 11. 172% ROI http://bit.ly/15yq9Zf
  • 12. Measurement 20% Golf Platform7% Transactions 5% Government Relations 6% 60% Brand Launch 2% Thought Leadership Expertise Advocacy Employer of Choice Content Dependent Activities http://bit.ly/19zX8k4
  • 13. 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://bit.ly/19zX8k4
  • 14. http://bit.ly/15yplDJ Not this… But this…
  • 15. Not this… But this… 80%=30 ARTICLES http://bit.ly/15yplDJ
  • 16. SELL
  • 17. Free is not free Value Cost The Prospect’s Mind • What is truly free? • Every action requires a value proposition
  • 18. The Value Proposition
  • 19. Test to find out what works Submit Comment
  • 20. Test to find out what works Submit Comment
  • 21. What are we trying to communicate? Join the conversationSubmit Comment
  • 22. What are we trying to communicate? Join the conversationSubmit Comment 4,357 4,278 38 50 0.87% 1.74% Visits Comments Conversion
  • 23. 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
  • 24. http://bit.ly/13yHe1O
  • 25. Selling free content: Excerpts http://bit.ly/1ee9xb3
  • 26. Selling free content: Excerpts http://bit.ly/1ee9xb3
  • 27. MECLABS.com/EmailAwards Tell Your Story: Apply to speak at Email Summit ?FLINT MCGLAUGHLIN DAN ARIELY NOAH GOLDSTEIN YOU
  • 28. We are currently looking for key players in: Visit MECLABS.com/Careers Sales & Marketing IT Development Research Business Management
  • 29. Even “free” offers require a conversion Not this…
  • 30. But this… Not this… Orientation Small form Single CTATestimonial Quantifier Even “free” offers require a conversion
  • 31. But this… Not this… Orientation Small form Single CTATestimonial Quantifier Start Rate Conversion Rate Control 0.73% 0.73% Treatment – Optimized 10.37% 4.76% Relative Difference 1,312% 548% Increase in Conversion Selling free content on the registration page increased conversion rate by 548% 548% Even “free” offers require a conversion
  • 32. TELL YOUR STORY
  • 33. How to identify your story Every customer wants two things: Eliminate the negative Accentuate the positive
  • 34. 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://bit.ly/18PBt4s
  • 35. Help people learn to meditate Facebook Video tab: 32,922 views Video: 7,670 views 2,420 e-book downloads 42 product purchases Company: Centerpointe Research Institute Industry: Therapy Campaign: Free giveaways to help people meditate http://bit.ly/13Ee6W5
  • 36. 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://bit.ly/1ee9D2m
  • 37. 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://bit.ly/1csSgwB
  • 38. 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://bit.ly/13EehRl
  • 39. 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://bit.ly/15ypFlX
  • 40. Focus on the audience and the message… NOT THE MEDIUM
  • 41. 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
  • 42. …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
  • 43. STOP AT NOTHING
  • 44. 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
  • 45. 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
  • 46. 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://bit.ly/19zX8k4
  • 47. Asking the “Right” Questions Specific questions force them to think beyond the immediate need and think about repackaging, webpages that should be linked, other types of media http://bit.ly/19zX8k4
  • 48. Repurpose: Twelve Degrees of Content Email newsletter
  • 49. Repurpose: Twelve Degrees of Content Questions that didn’t make it
  • 50. Repurpose: Twelve Degrees of Content Tweet a highlight
  • 51. Repurpose: Twelve Degrees of Content Workbegins: 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. MECLABSdraftsthe research proposal which helps articulate, deliverables, timelines, objectives and costs. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. MECLABSdrafts 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 termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. Thetermsof theResearchProposal areagreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. Newsletter Print an excerpt
  • 52. Repurpose: Twelve Degrees of Content Workbegins: 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. MECLABSdraftsthe research proposal which helps articulate, deliverables, timelines, objectives and costs. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. MECLABSdrafts 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 termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. Thetermsof theResearchProposal areagreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. Newsletter Wor k 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. M ECLABS dr afts the resear ch 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. M ECLABS dr afts the resear ch proposal which helps articulate, deliverables, timelines, objectives and costs. The S ciences Team reviews the data to determine if the initiative fits into our research agenda and provides their recommendation. The t erms of the Research Proposal are a greed 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 t erms of the Research Proposal are a greed 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 t erms of the Research Proposal are a greed 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 t erms of the Research Proposal are a greed upon and the Research Partnership officially begins. The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins. Newsletter Release a mobile issue
  • 53. Repurpose: Twelve Degrees of Content Workbegins: 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. MECLABSdraftsthe research proposal which helps articulate, deliverables, timelines, objectives and costs. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. MECLABSdrafts 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 termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. Thetermsof theResearchProposal areagreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. Newsletter Wor k 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. M ECLABS dr afts the resear ch 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. M ECLABS dr afts the resear ch proposal which helps articulate, deliverables, timelines, objectives and costs. The S ciences Team reviews the data to determine if the initiative fits into our research agenda and provides their recommendation. The t erms of the Research Proposal are a greed 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 t erms of the Research Proposal are a greed 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 t erms of the Research Proposal are a greed 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 t erms of the Research Proposal are a greed upon and the Research Partnership officially begins. The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins. Newsletter Create a podcast
  • 54. Repurpose: Twelve Degrees of Content Workbegins: 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. MECLABSdraftsthe research proposal which helps articulate, deliverables, timelines, objectives and costs. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. MECLABSdrafts 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 termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. Thetermsof theResearchProposal areagreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. Newsletter Wor k 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. M ECLABS dr afts the resear ch 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. M ECLABS dr afts the resear ch proposal which helps articulate, deliverables, timelines, objectives and costs. The S ciences Team reviews the data to determine if the initiative fits into our research agenda and provides their recommendation. The t erms of the Research Proposal are a greed 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 t erms of the Research Proposal are a greed 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 t erms of the Research Proposal are a greed 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 t erms of the Research Proposal are a greed upon and the Research Partnership officially begins. The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins. Newsletter And a YouTube video
  • 55. Repurpose: Twelve Degrees of Content Workbegins: 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. MECLABSdraftsthe research proposal which helps articulate, deliverables, timelines, objectives and costs. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. MECLABSdrafts 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 termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. Thetermsof theResearchProposal areagreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. Newsletter Wor k 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. M ECLABS dr afts the resear ch 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. M ECLABS dr afts the resear ch proposal which helps articulate, deliverables, timelines, objectives and costs. The S ciences Team reviews the data to determine if the initiative fits into our research agenda and provides their recommendation. The t erms of the Research Proposal are a greed 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 t erms of the Research Proposal are a greed 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 t erms of the Research Proposal are a greed 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 t erms of the Research Proposal are a greed upon and the Research Partnership officially begins. The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins. Newsletter
  • 56. Repurpose: Twelve Degrees of Content Workbegins: 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. MECLABSdraftsthe research proposal which helps articulate, deliverables, timelines, objectives and costs. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. MECLABSdrafts 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 termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. Thetermsof theResearchProposal areagreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. Newsletter Wor k 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. M ECLABS dr afts the resear ch 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. M ECLABS dr afts the resear ch proposal which helps articulate, deliverables, timelines, objectives and costs. The S ciences Team reviews the data to determine if the initiative fits into our research agenda and provides their recommendation. The t erms of the Research Proposal are a greed 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 t erms of the Research Proposal are a greed 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 t erms of the Research Proposal are a greed 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 t erms of the Research Proposal are a greed upon and the Research Partnership officially begins. The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins. NewsletterAdd the audio files to the iPhone app
  • 57. Repurpose: Twelve Degrees of Content Workbegins: 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. MECLABSdraftsthe research proposal which helps articulate, deliverables, timelines, objectives and costs. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. MECLABSdrafts 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 termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. Thetermsof theResearchProposal areagreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. Newsletter Wor k 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. M ECLABS dr afts the resear ch 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. M ECLABS dr afts the resear ch proposal which helps articulate, deliverables, timelines, objectives and costs. The S ciences Team reviews the data to determine if the initiative fits into our research agenda and provides their recommendation. The t erms of the Research Proposal are a greed 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 t erms of the Research Proposal are a greed 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 t erms of the Research Proposal are a greed 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 t erms of the Research Proposal are a greed upon and the Research Partnership officially begins. The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins. Newsletter Distribute interview to broadcast and print media Press Release
  • 58. Repurpose: Twelve Degrees of Content Workbegins: 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. MECLABSdraftsthe research proposal which helps articulate, deliverables, timelines, objectives and costs. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. MECLABSdrafts 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 termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. Thetermsof theResearchProposal areagreedupon and the Research Partnership officially begins. We contactyouto discuss yourapplicationThe goal is to get a better understanding of your research challenges and objectives. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins. Newsletter Wor k 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. M ECLABS dr afts the resear ch 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. M ECLABS dr afts the resear ch proposal which helps articulate, deliverables, timelines, objectives and costs. The S ciences Team reviews the data to determine if the initiative fits into our research agenda and provides their recommendation. The t erms of the Research Proposal are a greed 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 t erms of the Research Proposal are a greed 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 t erms of the Research Proposal are a greed 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 t erms of the Research Proposal are a greed upon and the Research Partnership officially begins. The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins. Newsletter Distribute interview to broadcast and print media Press Release AND IF THAT FAILS
  • 59. AND IF THAT FAILS
  • 60. 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
  • 61. 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
  • 62. $4.2 BILLION
  • 63. $3.9 BILLION
  • 64. $2.9 BILLION
  • 65. $2.5 BILLION
  • 66. You pay with help, you receive attention and trust Your Company Customers Share of Mind Trust Content Relevant Helpful Entertaining
  • 67. 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
  • 68. Real content marketing adds value for the customer, no matter the topic http://bit.ly/19zX8k4
  • 69. 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://bit.ly/19zX8k4
  • 70. 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 “ “
  • 71. When you disagree, let your customers answer.
  • 72. 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
  • 73. Top Takeaways Sell your “free” content Tell your story Stop at nothing