Engaging customers and prospects is no longer a single channel, one-way communication. Marketers must engage more deeply and communicate in multiple ways. Content marketing provides materials that target customers and make them stop, think and behave differently through delivering high quality relevant and valuable information with the goal of driving profitable customer action. Producing consistent and useful content is a competitive strategy to outpace your competition. However, simply engaging is no longer enough. Marketers must be able to track and measure the quantitative impact of their efforts, clearly demonstrating the link between their programs and business results. The failure of many marketing campaigns is not related to a lack of effort or creativity – it often relates to a lack of structured analytical thinking about the purpose and objectives. Attend this session and learn how to: Identify business objectives: Why does the campaign exist? What is its ultimate business purpose? Define measurable goals for content Define goals for each objective: What are the specific things the campaign must do accomplish the business objectives? Define key performance indicators (KPI) for each goal: What metrics will be used to measure progress toward each goal? Define thresholds for success and failure: What are the target values for each KPI? Understand the content lifecycle and what is required to scale and optimize the right content to the right channel and measuring impact. Focus on strategies that allow more effective connections with various stakeholders across a number of social channels, drive conversations, and influence customers.

1. Understanding the ROI of Content
Development and Marketing
Thomas Robbins, Chief Evangelist, Kentico CMS

2. Who are we?
Kentico CMS is one of the
most powerful Customer
Experience Management
Systems and Content
Management Systems on
the planet. With over
15,000 web sites in 87
countries it is used for
everything from simple web
sites to complex
applications.
Kentico CMS is easy to
install, simple to manage
and reliable.

3. What’s the problem with marketing today?
Who wouldn’t agree?
Source Forrester
The number and variety of touch points or channels that
buyers interact with sellers has grown exponentially in
the last few years

4. Welcome to Content Marketing…
Content marketing is an umbrella term
encompassing all marketing formats that
involve the creation and sharing of
content in order to attract, acquire and
engage clearly defined and understood
current and potential consumer bases
with the objective of driving profitable
customer action. Content marketing
subscribes to the notion that delivering
Source: Wikipedia
information to prospects and customers

5. B2B Marketers Report ….
91% Report they use content marketing but…
Only 36% believe their content marketing is effective
• 79% use content marketing for brand awareness
• 71% use content marketing for lead generation
• 54% plan to increase spending on content marketing
• 33% of marketing budgets are dedicated to content marketing
• 44% outsource content marketing
• 59% tailor content to the profile of a decision maker
• 64% are challenged to produce enough content
• 52% are challenged to product content that engages
• 87% use social media to distribute content
• 77% use blogs as part of content marketing
• 55% believe e-books are effective
• 83% use LinkedIn to distribute content
• 80% use Twitter to distribute content
• 80% use Facebook to distribute content
• 39% use Google+ to distribute content
• 23% use Slideshare to distribute content
Source: 2012 Content marketing Institute and Marketinprofs B2B Survey

6. Corporate objectives of content marketing
Recognized as an • Strong and relevant content enhances the position
of your company and shows that you are innovative
expert and aware of the latest trends.
Maintain existing • Providing content at predictable and regular
intervals encourages customers to keep in touch
customers with your band.
• Great content demands sharing and relevant
Grow your business content arouses the interest of new prospects and
makes them investigate your brand.
Increase social • Great content guarantees that your company has a
wider reach on social media.
media reach

7. Content marketing is….
Social Media
Sales Content
SEO
Process Marketing
Customer
Engagements

8. Organizational Elements
• Who is the editor-in chief?
This person is responsible for the rhythms and execution of content
marketing.
• Who creates the content?
With agency involvement people often forget who will actually create
the content.
• What is the planning process?
Make planning clear, practical and iterative.
• Have you considered context?
They better you are at managing context, the greater your impact your
context will have.
• Who owns influential engagements?
Sharing content on a wider scale means your should leverage industry
influentials.

9. Understand your sales process
Content
Establish
relationship
Content
Content
Deliver and
evaluate Sales Need
recognition
Process
Content
Model
Content
Close the Formulate
sale solution

10. Getting ready for Content Marketing
• Understand your customers’ journey
– What channels are customers using for research?
– What channels are
customers using for
purchase?
– How does the
experience in one
channel affect the
behavior of another?
Content marketing is always a relevant conversation!

11. The Content Lifecycle
Planning
• Planning – Defining topics and
target audience
• Creation – creating target content
• Approval – Approval phase
Optimization Creation
• Publishing – Making content
available to key customer
Optimized channels
Content • Measurement – Measuring the
Marketing success of the published content
• Optimization – Measuring and
Measurement Approval optimizing published content
against defined goals and feeding
that back into the next wave of
content.
Publishing

12. Content lifecycle - Planning
Activities Best Practices
• Understanding your • Perform a content analysis
audience (Persona) • Avoid areas that you are unique
and there is little demand
• Content conversion strategy • Limit competitive collateral
• Define a sales ready lead • Focus content on where you can
make a difference
• Topic selection • Map content conversion touch
• Editorial content planning points
• Look at organic content growth
• Define themes, publishing
frequency, campaigns and scoring
rules

13. Content lifecycle - Creation
Activities Best Practice
• Define content formats • Make sure all content is
• Create shareable content available in digital format for
sharing and tracking
• Enable share buttons on your
content – Make is as easy as
possible for people to share
• Develop different layers of
content
– Short – less than a paragraph
– Long – more than a page
– Video and audio

14. The Sticky Content Criteria
• Simplicity – A single idea is often enough. The
more arguments and choices you give the
harder it is to share.
• Surprise – Any message must attract and hold
the attention of the consumer in an innovative
and intuitive way
• Concrete – Formulate exactly what you say as
clearly as possible.
• Credible - Using research or experts makes your
message seem credible.
• Emotional – Let your consumers feel what you
are trying to say
• Stories – Everybody remembers a good story

15. Content lifecycle - Approval
Activities Best Practices
• Make it strategic • Finalize business objectives
• Business approval process • Define business process

16. Content lifecycle - Publishing
Activities Best Practices
• Content placement in • Listen to the reactions of your
content
channels – What’s the reach of content
sharing?
– What’s the sentiment?
– What’s the impact?
• Facilitate as a brand
– Go beyond a sharing button
– Help your community to share your
content
• Participate
– Be part of the conversation
– Responsive to questions
– Open and professional

17. Content lifecycle - Measurement
Activities Best Practices
• Use KPIs with a direct impact on the
• Measure using relevant business objectives of your company
KPI’s –
–
Financial
Lead generation
– Combination of business • Use KPIs with direct impact on the
generation and conversion marketing objectives of your company
– Increase brand identification and affinity
measures • Use KPIs related to conversations
– Audience engagement – Conversations are the driver of decision
making and business growth
– Content conversion – Measure the number of conversations, the
sentiment of conversations and then
– Influencer engagement impact of conversations

18. Measuring Effectiveness: Minimum tracking
• Unique visitors
– Number of individuals who visit your website
– Best indication of sites overall traffic
• Page views
– Cumulative number of individual pages that a visitors click on
– If page views are higher than unique visitors may indicate engaging content
• Search engine traffic
– Amount of traffic referred via search engines
– Indicates effectiveness at optimizing content
• Bounce rate
– Percentage of visitors who come to your site and then leave before clicking on another page
– Industry bounce rate of less than 40% is good – aim to do better!
• Conversion rate
– Percentage of visitors to your site that take a specific action
– Industry averages around 2% - aim to do better!
• Inbound links
– The number of external links to a site
– The more high quality links you have the better!

19. Content lifecycle - Optimization
Activities Best practices
• A/B, MVT Testing • Review data to better match the
right communication to the right
• Channel optimization customers
• Review and produce content based
on keyword phrases that are driving
your organic search traffic and
conversions
• Continually review lead scoring and
criteria to provide the most
accurate score possible.
• Re-imagine content in different
forms (blog posts and videos as an
example)
• Be brutal about shutting down
channels that aren’t performing

20. Questions
Thanks!
Stop by and see Kentico CMS to receive
1. Getting started with Content Marketing Guide
2. Content Marketing Quick Start Guide
Thomas Robbins, Kentico CMS Chief Evangelist
Questions/Contact me:
e-mail: thomasr@kentico.com
twitter: @trobbins
blog: http://devnet.kentico.com/Blogs/Thomas-Robbins.aspx