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Content Marketing: Be Relevant, Targeted & Metrics Driven

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Content Marketing is the hot topic for 2012. If you attend any marketing conference, there will be a range of sessions discussing the merits of content marketing for your business. The truth is, if …

Content Marketing is the hot topic for 2012. If you attend any marketing conference, there will be a range of sessions discussing the merits of content marketing for your business. The truth is, if your content marketing strategy doesn't deliver on key business metrics, it's near impossible to get proper buy in from your higher ups. This presentation will take you through some key takeaways to make sure you implement a content marketing strategy that attracts traffic into your site, and have these convert into proper business metrics.

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  • Track all Events & Filter on EventsFilter on Content Viewed
  • Track all Events & Filter on EventsFilter on Content Viewed
  • Email to Prospect DBAdd to Blog PostGate behind in Content
  • Tracking your content mix across the stages we discussed earlier.It’s important to make sure you have content layered across your funnel from Early to Late stage. You don’t want to put all your efforts into generating content that attracts users to your site, if you don’t have any quality content to push them through the funnel.This is the type of content Marketo produces at each stage of the buying cycle and if we Gate it or not.For Early Stage content we produce a lot of thought leadership and entertaining content. Some of the formats we use are videos, articles, curated lists, interviews. All of this is free. We don’t gate any early stage contentFor Mid Stage we produce content that helps prospects when they are looking for information around a solution e.g. whitepapers, webinars, buying guides. All of this information is gated, so you need to complete a form to get itFor Late stage, this is typically content required when a prospect is just reaffirming their selection, so demos, pricing, case studies. For the most part we don’t gate this as we want the prospects to have access to it.Takeaway: You want to know what types of content work for you at each stage and what pieces you are going to gate

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  • 1. Content Marketing Be Relevant, Targeted & Metrics Driven© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 2. Kieran Flanagan Online Marketing Manager (EMEA) – Marketo kflanagan@marketo.com @searchbrat - You’ll get this deck in an Email - Will be on SlidesharePage 2© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 3. A B2B Content Marketing StoryPage 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 4. Your CEO/MD/Director asks We need more quality leadsPage 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 5. Panic Stations !!Page 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 6. Oh Let’s do Content MarketingPage 6© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 7. We will start a blog for sweet SEO trafficPage 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 8. Get the Formula for Funny GraphicsPage 8© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 9. Add CTA’s to Grab NamesPage 9© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 10. Shout about it on SocialPage 10© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 11. We Start to see Increase in TrafficPage 11© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 12. The Sales Team Look BusierPage 12© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 13. But it has very little impact on bottom linePage 13© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 14. I Need More ResourcesPage 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 15. You’re told to go back and buy leadsPage 15© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 16. 1. Be Interesting.2. Tell Everyone.3. I worked my a** off.Page 16© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 17. Be Interesting?Page 17© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 18. Be Interesting Be RelevantPage 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 19. Who are Your audience?Page 19© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 20. Page 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 21. We guess a lot of this …Page 21© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 22. But now we can validate with dataPage 22© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 23. The Tale of Two Personas Bob JanePage 23© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 24. Know your target Needs advanced email capabilities. Needs to generate more sales ready leads. Bob JanePage 24© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 25. Some people won’t convert Looking for a ESP replacement Bob JanePage 25© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 26. Who is your Content for? Bob Jones Bob is the current Marketing Director of company X. He is 43 and responsible for …. Bob manages the whole marketing team and is looking to improve the performance of all …. Increase leads by X% Increase leads by opp convby X% ratePage 26© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 27. Warning: Know your Funnel Illustration Purposes OnlyPage 27© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 28. Warning: Know your Funnel Illustration Purposes OnlyPage 28© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 29. Warning: Know your Funnel Illustration Purposes OnlyPage 29© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 30. Go Data Diving, it’s a lot of fun What are they reading TOFUPage 30© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 31. Think about Buying stages What are they DownloadingPage 31© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 32. Enhance your AnalyticsPage 32© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 33. Ask your audiencePage 33© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 34. Test Message on SocialPage 34© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 35. Test Message on SocialPage 35© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 36. Test Message on SocialPage 36© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 37. Lots of Places to get DataPage 37© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 38. Add to a Structured ProcessPage 38© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 39. Be Relevant Through the FunnelPage 39© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 40. 1. Know Who You’reAttracting.2. Know Why They’llConvert.Page 40© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 41. Tell Everyone?Page 41© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 42. Tell Everyone Get TargetedPage 42© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 43. Who are Your Influencers?Page 43© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 44. Page 44© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 45. Don’t Beg … Do HelpPage 45© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 46. Make them part of the processPage 46© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 47. Make them part of your Landing Pages PAGE A PAGE BPage 47© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 48. Make them part of your Landing Pages PAGE A PAGE B Don’t forget to testPage 48© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 49. Make them part of your Landing Pages PAGE A PAGE B Don’t forget to test + 45%Page 49© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 50. Not Everyone will say YES Page 50© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 51. Your Pitch is Really ImportantPage 51© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 52. But so is your BrandPage 52© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 53. Who Influences Your Influencers?Page 53© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 54. Hat Tip – Richard Baxter Seogadget.com @richardbaxter http://slidesha.re/SvF8ybPage 54© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 55. FollowerWonk – Twitter SearchPage 55© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 56. Look at the IntersectionPage 56© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 57. Who are the influencers here? The kind of influencer we are trying to reachPage 57© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 58. What are they sharing? (TweetArchivist)Page 58© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 59. How do I get my content here? 10 9 8 7 6 5 4 3 2 1 0Page 59© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 60. Follow SEO’s – They’re Smart They understand that relationships + great content + social are going to drive big results in Google.Page 60© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 61. 1. Relationshipsmatter a Lot.2. Great content in theright places matters aLotPage 61© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 62. I worked my a** off?Page 62© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 63. I work my a** off + Metrics FirstPage 63© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 64. What are you Measuring?Page 64© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 65. How is your TOFU performing?Page 65© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 66. Does my content suck? Initial Impression ?Page 66© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 67. Does it drive Consumption/Engagement? Consumption & Initial Impression ? “Engagement”Page 67© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 68. Is it generating business goals? Consumption & Initial Impression ? “Engagement” OutcomesPage 68© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 69. What Content are they Downloading? Measure Form FillsPage 69© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 70. GA Event Tracking + Advanced Segments All Content downloaded from Inbound ChannelsPage 70© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 71. Multi Content Channels - GAPage 71© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 72. Value of Topics by Name Warning: Illustration Purposes OnlyPage 72© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 73. Value of Topics by Pipe (First Touch) Warning: Illustration Purposes OnlyPage 73© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 74. Value of Topics by Pipe (Multi Touch) Warning: Illustration Purposes OnlyPage 74© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 75. Know the value of your core CTA’sPage 75© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 76. Know the value of your core CTA’s $102Page 76© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 77. Know the value of your core CTA’s $102 $644Page 77© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 78. Know the value of your core CTA’s $102 $965 $644Page 78© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 79. Content Dashboards are AwesomePage 79© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 80. 1. Measure Contentthrough the Funnel.2. Need to havevisibility on ROI.Page 80© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 81. Follow me on Twitter (or the Cat Get’s It) @searchbrat Questions ?Page 81© 2012 Marketo, Inc. Marketo Proprietary and Confidential