0
Watch Daniel Burstein, Director of Editorial Content
and Jessica Lorenz, Visual Storyteller, both of
MECLABS discuss conte...
Content Marketing
How MarketingExperiments increased blog traffic by 232%
Ask questions and share
advice on Twitter.
#SherpaWebinar
Speaker
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
Jessica Lorenz
Visual Storyteller
MECLABS
@J...
Additional Resources
Blog Case Study: Three Lessons Learned from a 232% Increase in Visits
http://contentmarketinginstitut...
Why content marketing?
Print
Advertising
Social
Media Mobile
Marketing
Direct
Mail
Trade Shows
SEO
Optimization
PPC
Webina...
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%
...
17,657visits/month
5,458visits/month
17,657visits/month
5,458visits/month
232%In 8 Months
http://bit.ly/15yq9Zf
172% ROI
http://bit.ly/15yq9Zf
Measurement
20%
Golf
Platform7%
Transactions
5%
Government
Relations
6%
60%
Brand Launch
2%
Thought Leadership
Expertise
A...
Measurement
20%
Golf
Platform7%
Transactions
5%
Government
Relations
6%
60%
Brand Launch
2%
Thought Leadership
Expertise
A...
http://bit.ly/15yplDJ
Not this…
But this…
Not this…
But this…
80%=30
ARTICLES
http://bit.ly/15yplDJ
SELL
Free is not free
Value Cost
The Prospect’s Mind
• What is truly free?
• Every action requires a value proposition
The Value Proposition
Test to find out what works
Submit Comment
Test to find out what works
Submit Comment
What are we trying to communicate?
Join the conversationSubmit Comment
What are we trying to communicate?
Join the conversationSubmit Comment
4,357 4,278
38 50
0.87% 1.74%
Visits
Comments
Conve...
What are we trying to communicate?
Join the conversationSubmit Comment
4,357 4,278
38 50
0.87% 1.74%
Visits
Comments
Conve...
http://bit.ly/13yHe1O
Selling free content: Excerpts
http://bit.ly/1ee9xb3
Selling free content: Excerpts
http://bit.ly/1ee9xb3
MECLABS.com/EmailAwards
Tell Your Story: Apply to speak at Email Summit
?FLINT MCGLAUGHLIN DAN ARIELY NOAH GOLDSTEIN YOU
We are currently looking for key players in:
Visit MECLABS.com/Careers
Sales & Marketing
IT Development
Research
Business ...
Even “free” offers require a conversion
Not this…
But this…
Not this…
Orientation
Small form
Single CTATestimonial
Quantifier
Even “free” offers require a conversion
But this…
Not this…
Orientation
Small form
Single CTATestimonial
Quantifier
Start Rate
Conversion
Rate
Control 0.73% 0.73%...
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 e-book downloads
42 product purcha...
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 ...
STOP AT
NOTHING
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...
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...
Project Management Workflow and Transparency
Project
Notification
Form
submitted by
Nat’l Mktg
Leaders
Project Kick-
off C...
Asking the “Right” Questions
Specific questions
force them to
think beyond the
immediate need
and think about
repackaging,...
Repurpose: Twelve Degrees of Content
Email newsletter
Repurpose: Twelve Degrees of Content
Questions that
didn’t make it
Repurpose: Twelve Degrees of Content
Tweet a highlight
Repurpose: Twelve Degrees of Content
Workbegins: The MECLABS Research Team conducts preliminary
forensic data analysis, su...
Repurpose: Twelve Degrees of Content
Workbegins: The MECLABS Research Team conducts preliminary
forensic data analysis, su...
Repurpose: Twelve Degrees of Content
Workbegins: The MECLABS Research Team conducts preliminary
forensic data analysis, su...
Repurpose: Twelve Degrees of Content
Workbegins: The MECLABS Research Team conducts preliminary
forensic data analysis, su...
Repurpose: Twelve Degrees of Content
Workbegins: The MECLABS Research Team conducts preliminary
forensic data analysis, su...
Repurpose: Twelve Degrees of Content
Workbegins: The MECLABS Research Team conducts preliminary
forensic data analysis, su...
Repurpose: Twelve Degrees of Content
Workbegins: The MECLABS Research Team conducts preliminary
forensic data analysis, su...
Repurpose: Twelve Degrees of Content
Workbegins: The MECLABS Research Team conducts preliminary
forensic data analysis, su...
AND IF
THAT FAILS
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...
2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915
Marketers’ expected changes to channel budget
3%
4%
6...
$4.2
BILLION
$3.9
BILLION
$2.9
BILLION
$2.5
BILLION
You pay with help, you receive attention and trust
Your
Company
Customers
Share of Mind
Trust
Content
Relevant
Helpful
Ent...
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...
Real content
marketing adds
value for the
customer, no
matter the topic
http://bit.ly/19zX8k4
Real content
marketing adds
value for the
customer, no
matter the topic
We tell potential customers,
‘You know what, fiber...
Transparent Marketing
The consumer is not a moron, she is your wife.
You wouldn’t lie to your wife. Don’t lie to mine.
– D...
When you disagree,
let your customers answer.
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...
Top Takeaways
Sell your “free” content
Tell your story
Stop at nothing
Content Marketing: How MarketingExperiments increased blog traffic by 232%
Content Marketing: How MarketingExperiments increased blog traffic by 232%
Content Marketing: How MarketingExperiments increased blog traffic by 232%
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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

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

  1. 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. 2. Content Marketing How MarketingExperiments increased blog traffic by 232%
  3. 3. Ask questions and share advice on Twitter. #SherpaWebinar
  4. 4. Speaker Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein Jessica Lorenz Visual Storyteller MECLABS @JessicaPLorenz
  5. 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. 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. 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. 8. 17,657visits/month 5,458visits/month
  9. 9. 17,657visits/month 5,458visits/month 232%In 8 Months
  10. 10. http://bit.ly/15yq9Zf
  11. 11. 172% ROI http://bit.ly/15yq9Zf
  12. 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. 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. 14. http://bit.ly/15yplDJ Not this… But this…
  15. 15. Not this… But this… 80%=30 ARTICLES http://bit.ly/15yplDJ
  16. 16. SELL
  17. 17. Free is not free Value Cost The Prospect’s Mind • What is truly free? • Every action requires a value proposition
  18. 18. The Value Proposition
  19. 19. Test to find out what works Submit Comment
  20. 20. Test to find out what works Submit Comment
  21. 21. What are we trying to communicate? Join the conversationSubmit Comment
  22. 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. 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. 24. http://bit.ly/13yHe1O
  25. 25. Selling free content: Excerpts http://bit.ly/1ee9xb3
  26. 26. Selling free content: Excerpts http://bit.ly/1ee9xb3
  27. 27. MECLABS.com/EmailAwards Tell Your Story: Apply to speak at Email Summit ?FLINT MCGLAUGHLIN DAN ARIELY NOAH GOLDSTEIN YOU
  28. 28. We are currently looking for key players in: Visit MECLABS.com/Careers Sales & Marketing IT Development Research Business Management
  29. 29. Even “free” offers require a conversion Not this…
  30. 30. But this… Not this… Orientation Small form Single CTATestimonial Quantifier Even “free” offers require a conversion
  31. 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. 32. TELL YOUR STORY
  33. 33. How to identify your story Every customer wants two things: Eliminate the negative Accentuate the positive
  34. 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. 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. 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. 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. 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. 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. 40. Focus on the audience and the message… NOT THE MEDIUM
  41. 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. 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. 43. STOP AT NOTHING
  44. 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. 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. 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. 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. 48. Repurpose: Twelve Degrees of Content Email newsletter
  49. 49. Repurpose: Twelve Degrees of Content Questions that didn’t make it
  50. 50. Repurpose: Twelve Degrees of Content Tweet a highlight
  51. 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. 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. 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. 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. 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. 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. 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. 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. 59. AND IF THAT FAILS
  60. 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. 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. 62. $4.2 BILLION
  63. 63. $3.9 BILLION
  64. 64. $2.9 BILLION
  65. 65. $2.5 BILLION
  66. 66. You pay with help, you receive attention and trust Your Company Customers Share of Mind Trust Content Relevant Helpful Entertaining
  67. 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. 68. Real content marketing adds value for the customer, no matter the topic http://bit.ly/19zX8k4
  69. 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. 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. 71. When you disagree, let your customers answer.
  72. 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. 73. Top Takeaways Sell your “free” content Tell your story Stop at nothing
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