Content for Lead Generation

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The A to Z guide to content strategy, creation, and promotion by Dayna Rothman (@dayroth), Sr. Content Marketing Manager at Marketo and Author of Lead Generation for Dummies.

The A to Z guide to content strategy, creation, and promotion by Dayna Rothman (@dayroth), Sr. Content Marketing Manager at Marketo and Author of Lead Generation for Dummies.

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  • 1. Page 1 © 2014 Marketo, Inc.#mktgnation14
  • 2. Dayna Rothman Sr. Content Marketing Manager, Marketo and Author of Lead Generation for Dummies @dayroth
  • 3. 66%-90% of the buyer’s journey is complete before that buyer reaches out to a sales person.
  • 4. 68% of consumers spend time reading content from a brand they are interested in.
  • 5. Content marketing helps your brand stand out.
  • 6. …and reduces risk for your buyers.
  • 7. Many marketers think creating great content is an uphill battle.
  • 8. Page 11 © 2014 Marketo, Inc.#mktgnation14
  • 9. Your Team.
  • 10. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Staffing for Content Creation • Get Stakeholder buy-in • Appoint executive editor • Invest in content creators • Content consumers • Great communicators • Great project managers
  • 11. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Chief Content Officer/Director of Content • Marketo - VP of Product Marketing • Executive leadership • Responsibilities could include: • Owns story of the business • Content final approval • Audience development/influencer relations • Measurement/business accountability
  • 12. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Managing Editor • Content strategy and creation • Vendor coordination • Production • Scheduling • Consistency • SEO • Publishing • Blog management
  • 13. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Content Creators • Additional team members • Internal SMEs • Outsourced writers • Outsourced design agencies • Partners, customers, and other thought leaders
  • 14. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Organizational Content Contributors How do you get the thought leaders in your company to create content? • Stakeholder /executive support • Grass roots evangelism • Training • Incentive programs • Create a splash!
  • 15. Content Planning.
  • 16. Page 19 © 2014 Marketo, Inc.#mktgnation14
  • 17. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Persona Creation and Buyer Journeys
  • 18. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential VS.
  • 19. Content Arcs and Themes Product Releases New services Trends Hot Topics
  • 20. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Mapping Content • Mid Stage Gated? Yes • Late Stage Gated? Mostly No • Early Stage Gated? No
  • 21. Lean Content Creation.
  • 22. Page 25 © 2014 Marketo, Inc.#mktgnation14
  • 23. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Repurpose Content
  • 24. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Repurpose “Big Rock” Content Example Definitive Guide to MA: Webinars: Ebooks: Infographics:
  • 25. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Videos: Blogs:
  • 26. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Repurpose Blogs Blog to Ebook
  • 27. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Rewrite and Redesign Before After
  • 28. Promoting Your Content: A Sample Plan
  • 29. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Webinars • Expand your reach for a key ebook by offering a webinar • Asset: Definitive Guide to Social Marketing • Webinar 1: The Definitive Guide to Social Marketing Webinar o Registrants: 2,775 Attendees: 588 o Recorded Asset: 16,000 views • Webinar 2: The ROI of Social Marketing o Registrants: 2,289 Attendees: 568 o Recorded Asset: 3,000 views
  • 30. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Be Everywhere with Your Asset Art
  • 31. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Website Real-Estate
  • 32. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Blog Promotion
  • 33. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Email Promotion
  • 34. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Social Promotions • Facebook Tab: 10,854 Views, 2,680 Form Fill-outs • Facebook Ads: 2620 Downloads • Twitter Ads: 1,430 views, 31 Form Fill-outs • SlideShare: 7,641 views, 312 Downloads
  • 35. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Visual Content for Social
  • 36. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Pay-Per-Click
  • 37. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential AllNames Target& Recycled Engaged Lead Nurturing Lead Nurturing Plugs the Leak Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready. Con- tacted Opportunity Sales Lead MQL SAL SQL Marketo Data: •% new Targets not Opp ready: 98% •Target to Opp time: 123 days avg •% Slow Leads: 80% •50% more MQLs at 33% lower cost per lead
  • 38. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 39. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential 7 Key Takeaways 1. The way buyers buy has changed forever—the way we market and sell must change as well. 2. Publish/own content to help leads find you. 3. Investing in the right team is the key to success. 4. Do more with less by using lean content creation 5. Multi-channel content promotion will give you biggest bang for your buck. 6. Create content for all stages of the buying cycle 7. Thing big, start small, move quickly!
  • 40. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential