Creating Content that Converts: Content Marketing for Lead Generation
 

Creating Content that Converts: Content Marketing for Lead Generation

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Does your marketing team dedicate time to creating compelling content that improves your company’s industry credibility? Do you effectively engage the right prospects with relevant resources? Do ...

Does your marketing team dedicate time to creating compelling content that improves your company’s industry credibility? Do you effectively engage the right prospects with relevant resources? Do your campaigns target key business segments and drive revenue? Attend this webcast and learn how to construct a solid knowledge of content marketing, match buyer personas with the appropriate marketing materials, and improve ROI.

Join Dayna Rothman, Content Marketing Manager at Marketo, as she discusses:
• How to create a rockstar content marketing team
• The six rules of content marketing for lead generation
• Best practices for creating high impact content campaigns
• The three “R’s” of content marketing optimization
• Measuring the ROI of content marketing

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  • Content kind of a big deal
  • Old sales
  • Information abundance
  • 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
  • Snowball effect. Long term effort having higher gains.

Creating Content that Converts: Content Marketing for Lead Generation Creating Content that Converts: Content Marketing for Lead Generation Presentation Transcript

  • Creating Content that ConvertsDayna Rothman, Content Marketing Manager, Marketo@dayroth
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Your Team.
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialChief Content Officer• Executive leadership• Responsibilities include:• Owns story of the business• Content final approval• Web/creative approval• Contract negotiations• Audience development/influencer relationships• Measurement• Accountability
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialManaging Editor• Content creation• Production• Scheduling• Consistency• SEO• Publishing
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialContent Creators• Additional team members• Internal SMEs• Outsourced writers• Partners/thought leaders
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialContent Producers• Design team• In-house• Outsourced• Agency
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialWho do you look for?
  • Content Planning.
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialBuying Stages—Creating Your Funnel
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialMapping Content• Mid StageGated? Yes• Late StageGated? Mostly No• Early StageGated? No
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialBuyer Personas
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialVS.
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialContent Arcs/ Themes• What do you want to talk about and when?• Themes based on product releases, new services, otherannouncements• Themes based on trends, hot topics• Arcs could be 1 month – 6 months depending on yourbusiness• Example: Agency Content Arc
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialIdeationGenerating ideas on a consistent basis has been reportedto 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 ConfidentialTo Gate or not to Gate?
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialForm Length
  • Lean Content Creation.
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialContent isn’t JustWhitepapers.• Blog posts• Videos• Podcasts• SlideShare Presentations• Infographics• Moving Infographics• Activity Books/Worksheets• Articles
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialVisual Helps Content Stand OutVS.13,000 Views 339,000 Views
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialTHE 3 R’s OF CONTENT MARKETING OptimizationRepurpose, Rewrite, Retire
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialRepurpose Content
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialRepurpose “Big Rock” Content ExampleDefinitive Guide to MA:Webinars:Ebooks:Infographics:
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialVideos:Blogs:
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialRepurpose BlogsBlog to Ebook
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialRewrite and RedesignBefore After
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialRetire• 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
  • Optimize for Mid-Funnel.
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialLead Nurturing Relevance1. Buying Stages2. Persona3. Interest/Industry/Location4. Dynamic Content
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialLead Nurture Pathway Example• Buying Stage Tracks• Interest Based Tracks (example: Events)
  • Content Marketing ROI.
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialRenting vs. OwningInstead of buying media, marketers are becoming mediaand owning it.
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialCost per LeadSource: Kapost
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSource: Kapost
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialWhat Are Other’s Doing?Source: CMI
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialROI 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
  • #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Q&ADayna Rothman: drothman@marketo.com@dayroth