Business marketer's secrets to content marketing success

A Business Marketer’s Secrets to Content Marketing Success Ann Handley, MarketingProfs Ann Handley MarketingProfs Joe Pulizzi, Junta 42 Maria Pergolino, Marketo #Marketo

The Speakers Joe Pulizzi Founder of Junta42 Speaker, blogger, evangelist for content p , gg , g marketing @juntajoe Maria Pergolino Director of Marketing, Marketo @inboundmarketer Moderated by M d t db Ann Handley Chief Content Officer @MarketingProfs © 2009 Marketo, Inc. All rights reserved. 2010 Page 2

Content Marketing: C t t M k ti Research & St t i R h Strategies Joe Pulizzi J P li i Junta42 | Content Marketing Institute

Who’s Joe Pulizzi? (@juntajoe) • Speaker, blogger, evangelist for content marketing. 4

The 80/20 Rule of Content Customer Sales Content Content Sales Customer C t Content Content 5

Your Customers Don’t Care About You! 6

What Makes You Interesting? 7

Content Marketing… To Attract and Retain Customers: Deliver valuable, relevant and , compelling content to your customers on a consistent basis. To Maintain or Change Behavior 9

Then we… Leverage Social Media Channels to Share Ch l t Sh those Stories and accomplish… li h 10

Enough ith Eno gh with the stats…give g us some tips tips. 18

How can I be interesting to my customers (content) if we t ( t t) (my competitors) are all talking about the same thing? g g 20

What does your content stand for? 21

It’s not what you sell (Wine) It’s what you stand for (Everyone deserves to understand the wine experience) 23

Create/own the category categor 24

GoToMeeting 26

Go out to the people 27

Commenting/ Listening Responding Publishing Chris Brogan 28

Where Are They Hanging Out? y g g • LinkedIn Groups • Y h ! / LinkedIn Answers Yahoo! Li k dI A • Google Groups • Niche Online Communities (Ning?) • Twitter/Facebook • BusinessWeek Xchange 29

Be the Expert using LinkedIn/Yahoo! Answers 30

Create something remarkable 31

Create the Industry List 32

http://contentplaybook.com 33

@JuntaJoe Contact Information Joe Pulizzi j @j joe@junta42.com (216) 941-5842 Ways to CConnect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: @juntajoe 34

Marketo transforms the way Marketing and Sales teams work and work and Sales teams work – and work together – to improve revenue performance across the revenue cycle Powerful and easy marketing automation Prioritize the hottest sales leads and opportunities Measure and predict marketing’s impact on revenue Adopted by 700 customers in less than three years Best Marketing Solution Page 35

Why do I need content? Nurturing Lead Solution Scoring Risk Miti ti Ri k Mitigation Page 36

What is Content? Page 37

Types of Content Articles Presentations Blog Posts Blog Posts Press Releases Press Releases Books/eBooks Product Data Sheets Brochures/manuals / Reference Guides Case Studies Resource Libraries Email RSS/XML Feeds Images Videos Information Guides Webinars/Webcasts Microsites/Web Pages White Papers Online Courses Widgets Podcasts/Videocasts Workbook Page 38

Content Consumption Source: Techtarget + Google Page 39

1. Non Promotional 2. Relevant to Reader 3. 3 Closes a Gap Cl G 4. Well‐Written 5. Relevant to Your Company 6. Gives Proof #Marketo Page 40

Good content is not enough Promotion, Promotion, Promotion Email + Lead Nurturing Email + Lead Nurturing Social Media Content Syndication Press Search Engine Marketing Website Sponsorships Events Page 41

When To Ask For Registration? Example: SiriusDecisions Early Stage Thought leadership and best g p One: Loosening of the Status Quo practices to build brand and awareness Two: Committing to Change Middle Stage Three: Exploring the Possible Solutions Buyers guides, RFP templates and industry information to Four: Committing to a Solution help structure research h l h Five: Justifying the Decision Late Stage Company‐specific information to help evaluate Six: Making the Selection and reaffirm selection Page 42

Forms: Ask Only What You Really Need Short Form (5 fields) Conversion rate: 13.4% Cost per: $31.24 Medium Form (7 fields) Conversion rate: 12.0% Cost per: $34.94 Long Form (9 fields) Conversion rate: 10.0% Cost per: $41.90 #Marketo Page 43

Test, Test, Test Page 44

Content Mapping BUYING STAGES • Early (Pre-MQL) • Mid (MQL) Stages 1 2 3 • Late (Opportunity) • Customer A CONTENT B 1. Map your existing content 2. Blank cells determine your content roadmap 3. Short content is good! (YouTube approach) C 4. Test and optimize 5. Start small, think big and adapt quickly D BUYING PROFILES • Industry: 82% • Role: 67% • Company Size: 49% • Geography: 29% #Marketo Page 45

Content Library Use for easy reference Note created date N t t dd t Label by role, category, gated, author, etc. Keep track of copyrights or other dated info If 1000’s of assets consider a more formal system Page 46

Content Optimized for Search Plus: • Keywords • Meta Descriptions • Title Tags Page 47

Social Content Page 48

Sample Scoring Rules Demographics:  30 points based on manual Prospect review  0‐8 points based on title  y ‐20 to 0 based on inferred country Source and Offer:  Website lead source: + 5  Thought leadership offer: ‐5 Latent Buying Behavior:  Attend webinar: +5 A d bi 5  Download thought leadership: +3  Visit any webpage : +1  Visit careers pages: ‐10 Active Buying Behavior: y g  Install AppExchange app: +15  Download Marketo reviews: +12  Visit website 2X in one week: +8  Download buyers guides: +8  Watch demos: +5 each hd h  Search for “Marketo”: +5  Visit pricing pages: +5 No activity in one month:  Score 30: 5 points Score > 30: ‐15 points  Score 0 to 30: ‐5 points Page 49

Nurturing without Content IDEA EXAMPLE Blog posts Blog posts Yours or others Yours or others Testimonials Success Story 3rd party content t t t Analyst, Press, Paid A l t P P id Product documentation Benefits, Guides Fact sheets Best Practice Document Demo offers Amazon $50 3rd party sources Salary info, upcoming events, etc Key to Success: What is important to my reader? Page 50

Repurposing Content • Website ARTICLE • Blog • Guest Blog • U all t Use ll types f for • Website nurturing and WHITEPAPER • Slideshare scoring • Sribd Webinar • Use all types to SLIDES • Website drive traffic to • Slide Share your website and in social media VIDEO CLIP • Website promotions • Youtube • Website PODCAST • iTunes #Marketo Page 51

Example of Repurposed Content < This Presentation > Content from my Content Marketing White Paper Some content repurposed from a webinar in August for from a webinar in August for Marketo customers 2 Slides taken from Definitive Guide to Social Media Webinar 2 Slid k f D fi i i G id S i l M di W bi Also, used same content to create 2 September blog posts Page 52

Content Optimization 3 Rs: Reorganize g Rewrite Retire Page 53

For More Information Check out these resources: Vendors/Services Mentioned: Content Creation for Demand Content Creation for Demand Definitive Guides: Velocity Partners Definitive Guides: Velocity Partners Generation Webinar Editing: MindYourMedia Content marketing resources: SEO, TopRank Online Marketing SEO, TopRank Online Marketing  Content Marketing Institute PPC, Enquiro  Alltop Content Marketing Resource Center: Flickerbox  ClickInsights Content Creation: Junta42, Avitage Page 54

Contact Me Maria Pergolino Marketo, Inc. Director of Marketing 901 Mariners Island Suite 200 maria@marketo.com San Mateo, CA 94404 @inboundmarketer @marketo Direct: +1.650.376‐2312 Mob: +1.415.710.2008 blog.marketo.com www.marketo.com #Marketo Page 55

Business marketer's secrets to content marketing success

by Marketo on Oct 12, 2010

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Business marketer’s secrets to content marketing success — Presentation Transcript