More Related Content Similar to Creating Content that Converts: Lean Content Marketing for Lead Generation (20) Creating Content that Converts: Lean Content Marketing for Lead Generation1. Creating Content that Converts: Lean
Content Marketing for Lead Generation
Dayna Rothman, Content Marketing Manager, Marketo
@dayroth
@JoePulizzi #CMWORLD
8. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Brand awareness
Brand preference
Risk reduction
Blogs Definitive GuidesResource Center VideoWebinars
Content Marketing for Brand & Like
11. #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
• Create a content / social policy
Marketo invests
10% of headcount
into content
www.marketo.com/
trust/social-media-
policy.php
@jonmiller
12. #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
13. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Managing Editor
• Content creation
• Production
• Scheduling
• Consistency
• SEO
• Publishing
14. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Content Creators
• Additional team members
• Internal SMEs
• Outsourced writers
• Content creation services
• Partners/thought leaders
15. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Content Producers
• Design team
• In-house
• Outsourced
• Agency
16. #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!
21. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Mapping Content
• Mid Stage
Gated? Yes
• Late Stage
Gated? Mostly No
• Early Stage
Gated? No
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
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
30. #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
31. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Visual Helps Content Stand Out
VS.
13,000 Views 339,000 Views
32. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
THE 3 R’s OF CONTENT MARKETING Optimization
Repurpose, Rewrite, Retire
34. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Repurpose “Big Rock” Content Example
Definitive Guide to MA:
Webinars:
Ebooks:
Infographics:
38. #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
40. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Asset
The Definitive Guide to Social Marketing: 111,000 Views
41. #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
45. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Email Promotions
• Rolling Launch: 4 Email Blasts to Database
46. #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
51. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Lead Nurturing Relevance
1. Buying Stages
2. Persona
3. Interest/Industry/Location
4. Dynamic Content
52. #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)
53. #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)
55. #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
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
61. #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. Thing big, start small, move quickly!
Editor's Notes 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 Content kind of a big deal Content kind of a big deal Snowball effect. Long term effort having higher gains.