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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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