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Content Marketing Boot Camp
 

Content Marketing Boot Camp

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  • But your content strategy looks like tumbleweeds--
  • Content kind of a big deal
  • Content kind of a big deal
  • Content kind of a big deal
  • Content kind of a big deal
  • Content kind of a big deal
  • Here we see what works for Marketo over the last 12 months to generate prospects. <br /> <br /> Explain columns… <br /> <br /> Website+Blog = 38% of all opps <br /> <br /> But I’d be a bad stock picker if I put all my money in one stock, and I’d be a bad marketer if I bet all my prospect generation on one source. <br /> <br /> The reality is you need a portfolio of prospects and channels to achieve the best results. In fact, Marketo runs an average of 40 different Prospect generating programs each and every month across all these sources.

Content Marketing Boot Camp Content Marketing Boot Camp Presentation Transcript

  • Content Marketing Boot Camp Pump Up Your Content Marketing Strategy Dayna Rothman Sr. Content Marketing Manager at Marketo and Author of Lead Generation for Dummies @dayroth
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 66%-90% of the buyer’s journey is complete before that buyer reaches out to a sales person.
  • 68% of consumers spend time reading content from a brand they are interested in.
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Content marketing helps your brand stand out.
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential …and reduces risk for your buyers.
  • Many marketers think creating great content is an uphill battle.
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Your Team.
  • #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
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Chief Content Officer • 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
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Managing Editor • Content strategy and creation • Vendor coordination • Production • Scheduling • Consistency • SEO • Publishing • Blog management
  • #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
  • #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!
  • Content Planning.
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Persona Creation and Buyer Journeys
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential VS.
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Ideation Generating ideas on a consistent basis has been reported to be one of the biggest content marketing challenges. • Engage your organization • Social listening • Customer interviews • Surveys • Hot trends and topics • SEO considerations • Personal/business interests
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Content Arcs and Themes Product Releases New services Trends Hot Topics
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Mapping Content • Mid Stage Gated? Yes • Late Stage Gated? Mostly No • Early Stage Gated? No
  • Creating an Ebook from Start to Finish.
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Initial Questions to Ask • What purpose does this piece serve? • Who is the audience? • What stage of the buying journey does this map to? • Who is going to write this piece? • Who will design it? • What are the promotion plans?
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Step 1. Setting Expectations and a Timeline • Typical Marketo ebook turnaround time—3-4 weeks depending on the following factors: • Is this being written by an internal writer? • Is this being written by an external writer? • Is this being design internally? • Will there be a subject matter expert (SME) involved? • Who needs to review the ebook?
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Step 2. Draft Writing • Internal/External writer assignment • DETAILED outline creation • SME “brain dump” (if needed) • First draft creation • Always in Word—track changes—vs. Google Docs
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Step 3. Reviews! • 2-3 rounds of reviews per ebook • Content team, SME, executive sponsor (if needed) • Edit for grammar, tone, language, and content • Don’t be afraid to be heavy handed on editing if needed
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Step 4. Design • Send to internal/external design • Have design team send back 2-3 design options • Initial design templating
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Step 5. Design Review • ~ 2 rounds of edits in design • Use PDFs for easy editing • Edit for: • Design look and feel • White space • Copy templating • Branding • Grammar, copy flow, general editing
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Step 6. Final Version!
  • Slicing and Dicing.
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Think outside of the box and be unique. Content is more than an ebook.
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Visual content helps your message stand out.
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Repurpose Content
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Repurpose “Big Rock” Content Example Definitive Guide to MA: Webinars: Ebooks: Infographics:
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Videos: Blogs:
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Repurpose Blogs Blog to Ebook
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Rewrite and Redesign Before After
  • Promoting Your Content: A Sample Plan
  • #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
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Be Everywhere with Your Asset Art
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Website Real-Estate
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Blog Promotion
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Email Promotion
  • #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
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Promoted Post Example • 9,923 clicks • 6,765 actions (Likes and comments) • 3.76% CTR • $0.70 CPC
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Visual Content for Social
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Pay-Per-Click
  • #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
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Lead Nurturing Relevance 1. Buying Stages 2. Persona 3. Interest/Industry/Location
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Lead Scoring
  • Metrics
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Source: Kapost
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential What Are Other’s Doing? Source: CMI
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential What channel works for your business? Source: Marketo Revenue Cycle Analytics, June 2013 * Percentage of all programs in channel that achieve MT Ratio > 5 Nurture Email - CTA Nurture Email Paid Online (PPC+Email) Nurture (New)
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Q&A drothman@marketo.com @dayroth