Creating Content that Converts
 

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Creating Content that Converts: Lean Content Marketing for Lead Generation ...

Creating Content that Converts: Lean Content Marketing for Lead Generation

Everyone is talking about content marketing. However, many businesses struggle to get started, build their team, and create enough engaging content to fuel their lead generation strategy. Attend this webinar and learn how to construct a solid content marketing plan that converts.

Join Dayna Rothman, Content Marketing Manager at Marketo as she discusses:

• How to create a rockstar content marketing team
• How to do more with less by using lean content marketing techniques
• How to build your content marketing planned based around themes and personas
• Examples from Marketo’s own content marketing successes
• The 3 R’s of content marketing optimization
• How to leverage content throughout the customer lifecycle
• Measuring ROI of content marketing

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  • Content kind of a big deal
  • Old sales
  • Information abundance
  • In traditional marketing, companies needed to rent (or beg) attention from other people’s media. Whether it’s a display ad on a website, a booth at a tradeshow, or an email sent to a third-party list, companies are essentially “renting” attention that someone else built. This can be effective, but it’s also expensive – and become less effective with attention scarcity. In contrast, with inbound marketing, companies build up their own audience and attract their own attention. Marketing needs to become like a publisher. Build your own audience and attention. Examples:superbowl add, regular tradeshow booth = rented attention. Examples of owning: rockstar tour vs tradeshow booth; blog vs traditional PR; our weekly webinar
  • 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
  • See customer preso
  • Content kind of a big deal
  • Content kind of a big deal
  • Snowball effect. Long term effort having higher gains.

Creating Content that Converts Presentation Transcript

  • 1. Creating Content that Converts: Lean Content Marketing for Lead Generation Dayna Rothman, Content Marketing Manager, Marketo @dayroth
  • 2. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 3. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 4. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 5. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 6. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 7. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Brand awareness Brand preference Risk reduction Blogs Definitive GuidesResource Center VideoWebinars Content Marketing for Brand & Like @jonmiller
  • 8. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 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 • Self-promotional • Distribute creation: internal + community-generated • Create a content / social policy Marketo invests 10% of headcount into content www.marketo.com/ trust/social-media- policy.php @jonmiller
  • 11. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Chief Content Officer/ Director of Content • Executive leadership • Responsibilities include: • Owns story of the business • Content final approval • Web/creative approval • Contract negotiations • Audience development/influencer relationships • Measurement • Accountability
  • 12. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Managing Editor • Content creation • Production • Scheduling • Consistency • SEO • Publishing
  • 13. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Content Creators • Additional team members • Internal SMEs • Outsourced writers • Content creation services • Partners/thought leaders
  • 14. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Content Producers • Design team • In-house • Outsourced • Agency
  • 15. #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!
  • 16. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Who do you look for?
  • 17. Content Planning.
  • 18. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 19. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Buying Stages—Creating Your Funnel
  • 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. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Buyer Personas
  • 22. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential VS.
  • 23. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Content Arcs/ Themes • What do you want to talk about and when? • Themes based on product releases, new services, other announcements • Themes based on trends, hot topics • Arcs could be 1 month – 6 months depending on your business • Example: Agency Content Arc
  • 24. #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
  • 25. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential To Gate or not to Gate?
  • 26. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Form Length
  • 27. Lean Content Creation.
  • 28. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 29. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Content isn’t Just Whitepapers. • Blog posts • Videos • Podcasts • SlideShare Presentations • Infographics • Moving Infographics • Activity Books/Worksheets • Articles
  • 30. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Visual Helps Content Stand Out VS. 13,000 Views 339,000 Views
  • 31. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential THE 3 R’s OF CONTENT MARKETING Optimization Repurpose, Rewrite, Retire
  • 32. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Repurpose Content
  • 33. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Repurpose “Big Rock” Content Example Definitive Guide to MA: Webinars: Ebooks: Infographics:
  • 34. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Videos: Blogs:
  • 35. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Repurpose Blogs Blog to Ebook
  • 36. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Rewrite and Redesign Before After
  • 37. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Retire • Every piece of content should have a limited shelf life • Ask yourself: • How is this content piece performing? • Could we rewrite or redesign? • Obvious content to retire: • Reports that are dated • Assets around an event • Topic is no longer relevant
  • 38. Promoting Your Content: A Sample Plan
  • 39. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential The Asset The Definitive Guide to Social Marketing: 111,000 Views
  • 40. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Webinars • Webinar 1: The Definitive Guide to Social Marketing • Registrants: 2,775 Attendees: 588 • Recorded Asset: 14,000 Views • Webinar 2: The ROI of Social Marketing • Registrants: 2,289 Attendees: 568 • Recorded Asset: 3,000 Views
  • 41. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential On Your Website @jonmiller
  • 42. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential On Your Blog @jonmiller
  • 43. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Email Promotions • Rolling Launch: 4 Email Blasts to Database
  • 44. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Be Everywhere
  • 45. #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
  • 46. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Visual Content for Social
  • 47. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Reach&Engagement SocialLift SocialLift SocialLift SocialLift SocialLift Landing Pages Website Facebook Pages Online Ads Email SocialLift Events On Every Channel @jonmiller
  • 48. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Social Referral Campaign
  • 49. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Social Metrics Asset Launch First Webinar
  • 50. Optimize for Mid-Funnel.
  • 51. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 52. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Lead Nurturing Relevance 1. Buying Stages 2. Persona 3. Interest/Industry/Location 4. Dynamic Content
  • 53. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Lead Nurture Pathway Example • Buying Stage Tracks • Interest Based Tracks (example: Events)
  • 54. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Lead Nurture Example 1: Buying Stage Track • Email 1: Tactical Social Media Plan (educational) • Email 2: Creating Content that Sells (educational) • Email 3: Definitive Guide to Marketing Automation (soft promotion) • Email 4: Definitive Guide to Lead Nurturing (soft promotion) • Email 5: Marketing Automation Buyers Guide (soft promotion) • Email 6: Case Study 1 (hard promotion) • Email 7: Case Study 2 (hard promotion) • Email 8: Demo Offer (hard promotion)
  • 55. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Lead Nurture Example 2: Interest Based (Email Marketing) • Email 1: 10 Tips for Successful Email Marketing (educational) • Email 2: Beyond B2B Email Marketing (educational) • Email 3: Graduating from Email Marketing to Marketing Automation (soft promotion) • Email 4: The Definitive Guide to Marketing Automation (soft promotion) • Email 5: Internal Selling PPT Template for Marketing Automation (soft promotion) • Email 6: Email Marketing Case Study (hard promotion) • Email 7: Demo Offer (hard promotion)
  • 56. Content Marketing ROI.
  • 57. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Renting vs. Owning Instead of buying media, marketers are becoming media and owning it.
  • 58. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Cost per Lead Source: Kapost
  • 59. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential Source: Kapost
  • 60. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential What Are Other’s Doing? Source: CMI
  • 61. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential ROI Measurements • Determine what you want to measure • Contact us • Social engagement • Linkbuilding and SEO • Website stats like time spent on page, bounce rate • Conversions • Email conversions • Lead quality • Retention period • Sales cycle
  • 62. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 63. #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. Think big, start small, move quickly!
  • 64. Q&A Dayna Rothman: drothman@marketo.com @dayroth