Content Marketing Success with Search and Social Optimization
 

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Content Marketing Success with Search and Social Optimization

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Learn from Maria Pergolino, Sr. Director of Marketing at Marketo, how to develop content to ensure an increase in website traffic and growing presence in social media month after month.

Learn from Maria Pergolino, Sr. Director of Marketing at Marketo, how to develop content to ensure an increase in website traffic and growing presence in social media month after month.

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Content Marketing Success with Search and Social Optimization Presentation Transcript

  • 1. Content Marketing Success with Search and Social Optimization Tuesday, November 1, 2011 Speaker: Maria Pergolino, Marketo©2011 Third Door Media, Inc.
  • 2. Viewing Tips  Turn Off Pop-Up Blockers  Technical difficulties?  Click on “Help?” link  Use Q+A box  Submitting questions to speaker  Q+A session at end of webcast  Use “Ask a Question” box to submit questions  Send questions at any time  Twitter hashtag - #smnow©2011 Third Door Media, Inc.
  • 3. Maria Pergolino, Marketo Director of Marketing at Marketo, where she specializes in demand generation, inbound marketing, and campaign optimization. She is the author of the most successful social media book created specifically for B2B Marketers, The Definitive Guide to B2B Social Media, and has also written for many marketing blogs, Marketos popular blog, Modern B2B Marketing. She is a frequent speaker at marketing industry events.©2011 Third Door Media, Inc.
  • 4. Content Marketing is Growing©2011 Third Door Media, Inc.
  • 5. BUT WHY? AND HOW DOES IT APPLY TO SEARCH AND SOCIAL?©2011 Third Door Media, Inc.
  • 6. Risk and Branding in B2B Fear Trust©2011 Third Door Media, Inc.
  • 7. Other Benefits of Content Marketing SEO Social Offers Scoring Popular Blogs Resource Center Definitive Guides Webinars Marketo TV©2011 Third Door Media, Inc.
  • 8. What is Content?©2011 Third Door Media, Inc.
  • 9. Types of Content• Articles • Information Guides • Reference Guides• Blog Posts • Live Streamed Events • Resource Libraries• Books/eBooks • Manuals • RSS/XML Feeds• Brochures • Microsites/Web Pages • Surveys• Case Studies • Online Courses • Radio/TV/Web TV• Demos • Podcasts/Videocasts • Videos • Presentations• Email • Webinars/Webcasts • Press Releases• Free trials • White Papers • Product Data Sheets• Images • Widgets • Workbook©2011 Third Door Media, Inc.
  • 10. ©2011 Third Door Media, Inc.
  • 11. ©2011 Third Door Media, Inc.
  • 12. Content Consumption Source: Techtarget + Google©2011 Third Door Media, Inc.
  • 13. 1. Non Promotional 2. Relevant to Reader 3. Closes a Gap 4. Well-Written 5. Relevant to Your Company 6. Gives Proof©2011 Third Door Media, Inc.
  • 14. Good content is not enough Promotion, Promotion, Promotion • Email + Lead Nurturing • Social Media • Content Syndication • Press • Search Engine Marketing • Website • Sponsorships • Events©2011 Third Door Media, Inc.
  • 15. When To Ask For Registration? Example: SiriusDecisions Early Stage Thought leadership and best One: Loosening of the Status Quo practices to build brand and awareness Two: Committing to Change Middle Stage Three: Exploring the Possible Solutions Buyers guides, RFP templates and industry information to Four: Committing to a Solution help structure research Five: Justifying the Decision Late Stage Company-specific information to help evaluate Six: Making the Selection and reaffirm selection©2011 Third Door Media, Inc.
  • 16. Forms: Ask Only What You Really Need Short Form (5 fields) Conversion rate: 13.4% Cost per: $31.24 Medium Form (7 fields) Conversion rate: 12.0% Cost per: $34.94 Long Form (9 fields) Conversion rate: 10.0% Cost per: $41.90©2011 Third Door Media, Inc.
  • 17. Content Mapping BUYING STAGES Stages 1 2 3 • Early (Pre-MQL) • Mid (MQL) A • Late (Opportunity) • Customer CONTENT B 1. Map your existing content 2. Blank cells determine your content roadmap 3. Short content is good! (YouTube approach) C 4. Test and optimize 5. Start small, think big and adapt quickly D BUYING PROFILES • Industry: 82% • Role: 67% • Company Size: 49% • Geography: 29%©2011 Third Door Media, Inc.
  • 18. Content Library• Use for easy reference• Note created date• Label by role, category, gated, author, etc.• Keep track of copyrights or other dated info• If 1000’s of assets consider a more formal system©2011 Third Door Media, Inc.
  • 19. Content Optimized for Search Plus: • Keywords • Meta Descriptions • Title Tags©2011 Third Door Media, Inc.
  • 20. Content Optimized for Social©2011 Third Door Media, Inc.
  • 21. Social Sharing: Customized E-mails and Landing Pages©2011 Third Door Media, Inc.
  • 22. Sample Scoring Rules • Demographics: – 30 points based on manual Prospect review – 0-8 points based on title – -20 to 0 based on inferred country • Source and Offer: – Website lead source: + 5 – Thought leadership offer: -5 • Latent Buying Behavior: – Attend webinar: +5 – Download thought leadership: +3 – Visit any webpage : +1 – Visit careers pages: -10 • Active Buying Behavior: – Install AppExchange app: +15 – Download Marketo reviews: +12 – Visit website 2X in one week: +8 – Download buyers guides: +8 – Watch demos: +5 each – Search for “Marketo”: +5 – Visit pricing pages: +5 • No activity in one month: – Score > 30: -15 points – Score 0 to 30: -5 points©2011 Third Door Media, Inc.
  • 23. Repurposing Content Example • Website ARTICLE • Blog • Guest Blog • Use all types for • Website nurturing and WHITEPAPER • Slideshare scoring • Sribd Webinar • Use all types to SLIDES • Website drive traffic to • Slide Share your website and in social media VIDEO CLIP • Website promotions • Youtube • Website PODCAST • iTunes©2011 Third Door Media, Inc.
  • 24. Example – 1 White Paper • 3 Infographics • 1 Webinar • 3 Videos • 20+ Blog Posts • Emails/Lead Nurturing= lots more content for search and social!©2011 Third Door Media, Inc.
  • 25. Content Optimization 3 Rs: Reorganize Rewrite Retire©2011 Third Door Media, Inc.
  • 26. HOW DO WE MEASURE SUCCESS?©2011 Third Door Media, Inc.
  • 27. Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity Opp Index (Days) Lead to3rd Party Email Blast 9,049 $36 20% 32 0.5Trade Show 3,786 $36 22% 29 1.8Trade Show – Virtual 3,125 $18 17% 48 1.0Paid Webinar Inbound$71 26% convert 0.7 1,971 prospects 33PPC 5X1,494 $135 paid prospects 1.8 better than 45% 15AppExchange 1,128 $41 72% 3 2.4Content Syndication 881 $69 18% 29 1.2Social Media 588 $94 33% 16 0.2Other Paid 1,645 $45 25% 32 0.9Website/Inbound 5,133 58% 9 1.9Referral / WOM 564 21% 32 1.4Sales Prospecting 349 19% 71 3.9©2011 Third Door Media, Inc.
  • 28. Need to Track All Content Touches Across All Decision Makers ©2011 Third Door Media, Inc.Screenshot: Marketo Revenue Cycle Analytics
  • 29. Need to Understand How Content Influences Pipeline First-touch allocation, multi-touch allocation, investment, volume, etc ©2011 Third Door Media, Inc.Screenshot: Marketo Revenue Cycle Analytics
  • 30. Results • Leads from content marketing convert 5X faster than paid sources and are more likely to convert to opportunities than most lead sources • Dramatic growth in social media followers, likes, and friends • Thought leadership and customer case study interaction by multiple decision makers in almost all deals • Content not only used for lead acquisition, but to improve nurturing and scoring©2011 Third Door Media, Inc.
  • 31. Contact Me Maria Pergolino Marketo, Inc. Sr. Director, Marketing 901 Mariners Island Suite 200 maria@marketo.com San Mateo, CA 94404 @inboundmarketer @marketo Direct: +1.650.376-2312 Mob: +1.415.710.2008 blog.marketo.com www.marketo.com©2011 Third Door Media, Inc.
  • 32. Questions? http://www.Marketo.com http://searchmarketingnow.com webcasts@searchmarketingnow.com http://twitter.com/SMNWebcasts Upcoming SMN webcast: Thursday, November 3 - 1 PM EDT Things You can Do NOW to Improve Your Paid Search©2011 Third Door Media, Inc.