Right Audience, Right Message: Increase the Return on Your Content Marketing
 

Right Audience, Right Message: Increase the Return on Your Content Marketing

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According to MarketingProfs, 9 out of 10 B2B companies are creating content. Yet they often don’t see the return they desire. How can companies get the most out of their content marketing efforts? ...

According to MarketingProfs, 9 out of 10 B2B companies are creating content. Yet they often don’t see the return they desire. How can companies get the most out of their content marketing efforts? In this presentation, Cari Aves, Senior Product Marketing Manager at Marketo, will discuss best practices for creating and promoting your content. Presented with opening remarks by Anne Holland, founder of ‘Which Test Won?.’

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    Right Audience, Right Message: Increase the Return on Your Content Marketing Right Audience, Right Message: Increase the Return on Your Content Marketing Presentation Transcript

    • Right Audience, Right Message Increase the Return on Your Content Marketing Maria Pergolino, Sr. Director of Marketing, Marketo Cari Aves, Sr. Product Marketing Manager, Marketo Anne Holland, President of Anne Holland Ventures Inc.© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • Content Marketing is GrowingPage 2© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • Risk and Branding in B2B Fear TrustPage 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • Other Benefits of Content Marketing SEO Social Offers Scoring Popular Blogs Resource Center Definitive Guides Webinars Marketo TVPage 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • What is Content?Page 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • Types of Content• Articles • Information Guides Resource Libraries •• Blog Posts • Live Streamed EventsRSS/XML Feeds •• Books/eBooks • Manuals • Surveys• Brochures • Radio/TV/Web TV • Microsites/Web Pages• Case Studies • Online Courses • Videos• Demos • Podcasts/Videocasts Webinars/Webcasts •• Email • Presentations • White Papers• Free trials • Press Releases • Widgets• Images • Product Data Sheets Workbook • • Reference Guides• + more!Page 6© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • Page 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • Page 8© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • Content Consumption Source: Techtarget + GooglePage 9© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity Opp Index (Days) Lead to 3rd Party Email Blast 9,049 $36 20% 32 0.5 Trade Show 3,786 $36 22% 29 1.8 Trade Show – Virtual 3,125 $18 17% 48 1.0 Paid Webinar Inbound prospects convert 0.7 1,971 $71 26% 33 PPC 5X better than paid prospects1.8 1,494 $135 45% 15 AppExchange 1,128 $41 72% 3 2.4 Content Syndication 881 $69 18% 29 1.2 Social Media 588 $94 33% 16 0.2 Other Paid 1,645 $45 25% 32 0.9 Website/Inbound 5,133 58% 9 1.9 Referral / WOM 564 21% 32 1.4 Sales Prospecting 349 19% 71 3.9Page 10© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • Track Content Touches Across All Decision Makers Screenshot: Marketo Revenue Cycle AnalyticsPage 11© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • Understand How Content Influences Pipeline First-touch allocation, multi-touch allocation, investment, volume, etcPage 12© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • But Content Alone is Not Enough© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • You MUST: • Create Interesting Content • Vary Content Mediums • TEST, TEST, TEST • Promote using Segmentation Personalization and Customization© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • Testing for Content Marketing© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • A/B Test #1: Banners©2012, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. Page 16 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • …and the Winner is:©2012, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. Page 17 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • A/B Test #2: Email Newsletter Ads©2012, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. Page 18 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • Close-up of Ad Versions:©2012, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. Page 19 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • …and the Winner is: Result: 33.3% more clicks 34.9% more form submits©2012, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. Page 20 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • A/B Test #3: Email Blast Layout©2012, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. Page 21 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • …and the Winner is: Result: 28.5% clicks to main Whitepaper download offer©2012, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. Page 22 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • Dynamic Content for Content Marketing© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • “The attention economy is not growing, which means we have to grab the attention that someone else has today.” BRENT LEARY FOUNDER, CRM ESSENTIALS Page 24maven, flickr© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • Grab Attention at Every Stage • Improve deliverability and Views opens • Differentiate messaging from Responses your competition • Engage the recipient and drive Engaged conversions • Continue 1:1 conversation Opportunities • Increase qualified sales opportunities and customers WinsPage 25© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • Page 26© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • Why?Page 27© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • Tough to Setup Low confidence in appearance of variations How Do I Know It’s Effective? Content ExplosionPage 28© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • Create a Dynamic Content Strategy Segment Your 1 Audience Target Your 2 Content Preview Unique 3 VersionsPage 29© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • Take Full Advantage of Dynamic Content • Carefully prioritize segments • Optimize most valuable segments to improve campaign effectiveness • Control the number of content variations • Report on the right metrics • Separate segment definition from design • Reuse dynamic content on emails IF INDUSTRY = FINANCIAL SVC and landing pages across campaigns IF INDUSTRY = HEALTHCARE • Easily preview content by segment to ensure quality IF INDUSTRY = HIGH TECHPage 30© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • Choose the Right Solution to Support Your Strategy Bad Dynamic Content Good Dynamic Content • Define SQL like rule logic within • Easily define rules via drag and drop the content interface • Duplicate rules for email and • Apply dynamic content across email landing pages and landing pages • Inability to validate unique • Preview dynamic content by segment versions in tool prior to testing • Segmentation logic defined • Exponential increase in content separately from design for reusability • Limited or no visibility into • Built in reports to easily track message performance conversion for each versionPage 31© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    • Thank You© 2012 Marketo, Inc. Marketo Proprietary and Confidential