Content Marketing for Leads, Fame and Revenue


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case study on shareable content and social media for B2B - 1200% return on marketing investment

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Content Marketing for Leads, Fame and Revenue

  1. 1. Content Marketing for Leads, Revenue & Fame Jennifer Evans & Ross Nepean
  2. 2. 1. Overview and intros 2. Content power! 3. The secret sauce. 4. How do we do this? 5. TAB case study. 6. Conclusion & queries
  3. 3. Hello, I’m Ross.
  4. 4. Hi, I’m Jen.
  5. 5. What is content marketing?
  6. 6. <ul><li>Heard of it </li></ul><ul><li>Researching it </li></ul><ul><li>Actively budgeting for it </li></ul><ul><li>Piloting it </li></ul><ul><li>In mid-program </li></ul><ul><li>Refining and iterating </li></ul>?
  7. 7. The TAB & Sequentia story
  8. 8. The power of content
  9. 9. The power of shared content
  10. 10. The power of strategic , value-added content
  11. 11. ROI Focused marketing priorities
  12. 12. Social media development/integration Developing emerging or Web 2.0 content Identifying new audiences and quality lists Retention marketing plan/tactics Marketing analysis Mapping content to sales funnel Developing traditional content Source: MarketingSherpa and Babcock & Jenkins. Year-end Surveys, January 2009 Methodology: Surveys of 247 B2B Marketing Organizations with over $250MM in revenues. Priority Level >>> Resource/Expertise Challenge >>>
  13. 13. Review: TAB in 2005
  14. 14. <ul><li>Two divisions, records management and technical equipment </li></ul><ul><li>Distributed sales force across Canada, US, Europe, Australia </li></ul><ul><li>Emerging from a period of corporate upheaval </li></ul><ul><li>Generating 30-50 ‘inquiries’ a month through the TAB Canada website </li></ul><ul><li>Little tracking </li></ul><ul><li>Client relationships entirely resident with sales reps </li></ul><ul><li>Needed traction </li></ul>
  15. 15. What Sequentia did:
  16. 16. <ul><li>TAB was producing self-promotional marketing content on the web and through its catalogues </li></ul><ul><li>Did primary research with sales reps and customers to understand customer needs, pain points, trends </li></ul><ul><li>Created a content strategy that addressed those pains </li></ul><ul><li>Developed an in-house email list to distribute that content </li></ul><ul><ul><li>Permissioned clients and prospects by phone over 3 days </li></ul></ul>
  17. 17. 2005 <ul><li>3000 contacts </li></ul><ul><li>35-50 web inquiries/mo </li></ul><ul><li>Product centric reputation </li></ul><ul><li>Limited sense of mktg performance </li></ul><ul><li>Ross director of marketing </li></ul>2009 <ul><li>36,000 newsletter subscribers </li></ul><ul><li>250 downloads a week </li></ul><ul><li>Big reputation </li></ul><ul><li>$6 million in revenue, $10 million in pipeline </li></ul><ul><li>Ross promoted twice </li></ul>
  18. 18. The Law of Content Attraction
  19. 19. Search Get intimate with customer pains Plan and develop valuable content that targets those pains Deploy as shareable content in multiple media Listen, analyze and adjust Search Website & SM Sponsorship marketing Sales collateral CRM
  20. 20. Turning expertise& knowledge into relevant content
  21. 21. How do we do this without blowing the budget?
  22. 22. Step 1: Are you using the data you have?
  23. 23. What do content trends on your site, in your email programs, in your search programs, reveal about customer needs?
  24. 24. Step 2: Plan the content around key factors
  25. 25. Factors: <ul><li>seasonality </li></ul><ul><li>product development </li></ul><ul><li>inventory </li></ul><ul><li>competition </li></ul><ul><li>corporate goals </li></ul><ul><li>etc </li></ul>
  26. 26. 3. Develop a long term editorial calendar, review 1/Q
  27. 27. 4. Use a multi-platform approach
  28. 28. Examples <ul><li>email lists </li></ul><ul><li>sponsored media </li></ul><ul><li>distributable PDFs </li></ul><ul><li>microsites </li></ul><ul><li>etc </li></ul>
  29. 29. 5.Measure, learn, iterate.
  30. 30. The Formula Customer needs Organizational opportunities and needs Planning Platforms + + +
  31. 31. TAB case study
  32. 32. <ul><li>Objective : Generate leads, build a prospect pipeline, & strengthen relationship with customer community </li></ul><ul><li>Solution : Create & track engagement using content </li></ul><ul><ul><li>Interview customers & sales reps to identify customer needs and content opportunities </li></ul></ul><ul><ul><li>Build prospect database & track engagement </li></ul></ul><ul><ul><li>Develop simple lead scoring & business rule triggers integrated into the sales process </li></ul></ul><ul><ul><li>Test & measure continuously what content, formats, and channels work best </li></ul></ul><ul><li>Results : leads, prospects & community engagement </li></ul><ul><ul><li>From 50 contacts a month to 250 online leads a week </li></ul></ul><ul><ul><li>Prospect list has grown organically to over 20,000 subscribers </li></ul></ul><ul><ul><li>Content assets continue to generate leads for up to 30 months </li></ul></ul><ul><ul><li>Developed a deeper understanding of customer needs for sales team </li></ul></ul><ul><ul><li>For every $1000 of investment, this program generates $120,000 of revenue </li></ul></ul>
  33. 33. Best Practices
  34. 34. Shareable content formats
  35. 35. Email Best Practices
  36. 36. Proprietary Branded content takes on a life beyond the website
  37. 37. Long Tail content results
  38. 38. Content Engagement 37 % 18 % 13 % 32 %
  39. 39. Traffic Source
  40. 40. Integrating Social Media <ul><li>New opportunities to deploy content assets </li></ul><ul><li>LinkedIn, Twitter </li></ul><ul><li>Surprisingly robust records management discussion on Twitter </li></ul><ul><li>88,000+ records management professionals on LinkedIn </li></ul>
  41. 41. Lightbulb Moments:
  42. 42. Ross’: <ul><li>The power of introducing campaigns into a permission infrastructure </li></ul><ul><ul><li>Zerofile </li></ul></ul><ul><li>The long tail exists! It is not a myth! </li></ul><ul><ul><li>Content generates leads for years </li></ul></ul><ul><li>The power of content to change perception of a brand </li></ul><ul><ul><li>We are now an authority </li></ul></ul>
  43. 43. Jen’s: <ul><li>Sales force is as important as customers in interviewing and understanding customer needs </li></ul><ul><li>More /longer content does not equal better results. More useful content does </li></ul><ul><li>The law of content attraction </li></ul>
  44. 44.