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Content and Social Marketing Secrets from Copyblogger and Marketo

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This presentation provides you with an inside look at the specific strategies that has worked for Marketo and Copyblogger in social, content and campaigns, and the unfair advantage they can provide …

This presentation provides you with an inside look at the specific strategies that has worked for Marketo and Copyblogger in social, content and campaigns, and the unfair advantage they can provide you in your own industry.

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  • 1. Content and Social Marketing Secrets from Copyblogger and Marketo Jon Miller, VP Marketing and Co-Founder Executive Editor of Modern B2B Marketing blog @jonmiller Brian Clark, Founder and CEO, Copyblogger Media @copyblogger© 2012 Marketo, Inc.
  • 2. © 2012#RevEngine Marketo, Inc. @jonmiller
  • 3. INFORMATIONABUNDANCE © 2012#RevEngine Marketo, Inc. @jonmiller
  • 4. Wide top of funnel Content marketing Engage optimally Nurture until ready Measure and optimize © 2012#RevEngine Marketo, Inc. @jonmiller
  • 5. © 2012#RevEngine Marketo, Inc. @jonmiller
  • 6. Teach Me, Brian…
  • 7. The 7A Framework forEffective Content Marketing Brian Clark
  • 8. The 7A FrameworkAgileAuthenticAttentionAudienceAuthorityActionAcceleration
  • 9. Agile Content Marketing
  • 10. Stand-Up Guide to Creating Compelling Content
  • 11. Authentic
  • 12. Hero’s Journey
  • 13. Attention
  • 14. Headlines & HooksCompelling headlines are: • Useful • Unique • Ultra-SpecificHooks create emotionalengagement for any topic.
  • 15. Audience
  • 16. Minimum Viable Audience1 The audience tells you what content to create.2 The audience builds itself by sharing.3 The audience tells you what it wants to buy.
  • 17. Authority
  • 18. Likeable Expert Know Like Trust
  • 19. Action
  • 20. Conversion Optimization
  • 21. Acceleration
  • 22. Take it away, Jon…
  • 23. Content Social © 2012#RevEngine Marketo, Inc. @jonmiller
  • 24. Facebook and EdgeRank • Time Decay • Weight • Affinity © 2012#RevEngine Marketo, Inc. @jonmiller
  • 25. Frequent, Visual Content to Raise Affinity © 2012#RevEngine Marketo, Inc. @jonmiller
  • 26. Visual Content Helps Stand Out eBook Interactive Infographic 17,000 145,000 views views Hits and Long-Tail Content © 2012#RevEngine Marketo, Inc. @jonmiller
  • 27. Facebook Timeline Campaigns © 2012#RevEngine Marketo, Inc. @jonmiller
  • 28. Twitter Promoted Tweets • Combination of search & timeline campaigns • $109k invested • 2,995 Prospects • $ per Prospect: $37 • $290k pipeline to date © 2012#RevEngine Marketo, Inc. @jonmiller
  • 29. Slideshare • $5k invested • 2,765 names • 57 new prospects • $ per Prospect: $94 • $107k pipeline to date © 2012#RevEngine Marketo, Inc. @jonmiller
  • 30. ROI On Social Advertising: Tale of Two Ads • Facebook and LinkedIn display ads not effective (yet) • Twitter drove many Prospects, especially early on, but slow to convert to Lead • Facebook memes are working great (but still new) • Slideshare great for acceleration (not lead gen), but smaller Source: Marketo Revenue Cycle Analytics © 2012#RevEngine Marketo, Inc. @jonmiller
  • 31. © 2012#RevEngine Marketo, Inc. @jonmiller
  • 32. © 2012#RevEngine Marketo, Inc. @jonmiller
  • 33. Making Every Campaign Social Social Lift Social Lift Reach & Engagement Social Lift Social Lift Social Lift Social Lift Website Landing Email Facebook Events Pages Online Ads Pages © 2012#RevEngine Marketo, Inc. @jonmiller
  • 34. Raise your hand if…You have sharingfunctionality on your site.
  • 35. Keep it raised if…You can track who (leadsand contacts) is sharingon your site?
  • 36. Keep it raised if…You know how manyconversions result fromeach share?
  • 37. © 2012#RevEngine Marketo, Inc. @jonmiller
  • 38. © 2012#RevEngine Marketo, Inc. @jonmiller
  • 39. Test & Tune With Social Funnel Metrics © 2012#RevEngine Marketo, Inc. @jonmiller
  • 40. So Let’s Turn AllThis Into Revenue
  • 41. AT THE DANCEBut who is dancing? © 2012#RevEngine Marketo, Inc. @jonmiller
  • 42. Lead Nurturing Relevance 1. BUYING STAGES 2. PERSONA • Early / Mid • Molly Marketer • Late (Opportunity) • Sam Sales • Customer • Jack Executive 3. DYNAMIC CUSTOMIZATION • Industry Wrappers • Size Specific Examples • Localization Get The “Definitive Guide to Lead Nurturing” http://bit.ly/DGtoLN © 2012#RevEngine Marketo, Inc. @jonmiller
  • 43. A Framework for Lead Scoring Explicit Inferred What the prospect tells you What you observe or infer Fit • Data append Are you inter- • Demographics (title) • Data quality ested in them? • Firmographics (size) • Corporate email Positive + • Geo Location Negative Factors • Behaviors (engagement) Interest • BANT • Social activity Are they inter- ested in you? • “Act Now” behaviors Get The “Definitive Guide to Lead Scoring” http://bit.ly/DGtoLS © 2012#RevEngine Marketo, Inc. @jonmiller
  • 44. Prioritizing Sales Time • Free Trial form • Viewed weekly live demo • Contact Me form • Viewed deep dive demo • Visited the detailed • Viewed demo on AppExchange pricing page • Request live demo 𝑩𝒆𝒉𝒂𝒗𝒊𝒐𝒓 𝐒𝐨𝐫𝐭 = 𝑩𝒆𝒉𝒂𝒗𝒊𝒐𝒓 + 𝑵𝒆𝒕 𝑫𝒆𝒎𝒐𝒈𝒓𝒂𝒑𝒉𝒊𝒄 × 𝟏𝟎 © 2012#RevEngine Marketo, Inc. @jonmiller
  • 45. Stars and Flames show priority Full list of Interesting Moments, including social activity © 2012#RevEngine Marketo, Inc. @jonmiller
  • 46. © 2012#RevEngine Marketo, Inc. @jonmiller
  • 47. Key Takeaways1. Know your audience2. Put it out there3. Adapt and conquer4. Enhance authority5. Think like a media company
  • 48. More Key Takeaways 6. Optimize Facebook EdgeRank to nurture relationships socially 7. Authentic social interaction drives more ROI than paid ads 8. Leverage “peer-to-peer” influence to give every campaign a social boost 9. Most leads are not “ready-to- dance” – nurture relationships over time 10. To measure ROI of social, you need to track all interactions with an account © 2012#RevEngine Marketo, Inc. @jonmiller
  • 49. Additional Resources The Definitive Guide to Social Marketing http://bit.ly/DGtoSM The Definitive Guide to Marketing Metrics & ROI http://bit.ly/DG2MM Become a smarter content marketer with Copyblogger’s free ebook series http://scribecontent.com/library © 2012#RevEngine Marketo, Inc. @jonmiller
  • 50. Thank You Brian Clark Jon Miller @copyblogger @jonmillerhttp://copyblogger.com jon@marketo.com