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Content + Marketing Automation = Results

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There is significant synergy between Content Marketing and Marketing Automation. Knowing how to integrate the two functions can really drive discovery and lead generation

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Content + Marketing Automation = Results

  1. 1. BRAFTON PRESENTS: CONTENT + MARKETING AUTOMATION = RESULTS The Synergy Between Content Marketing and Marketing Automation
  2. 2. During This Webinar: All lines are muted. Please tweet using @RevEngineMarket @Brafton #TripleTouch. To ask a question at any time, use the questions tab in your webinar panel. Unanswered questions will be responded to after the webinar. Webinar recording and slides will be emailed to you tomorrow. Q&A will be posted on our blog next week.
  3. 3. Meet Your Presenter Kyle Gaw Marketing Manager at Brafton Kyle@Brafton.com @Brafton
  4. 4. Meet Your Presenter Jeff Coveney President, RevEngine Marketing jcoveney@RevEngineMarketing.com @RevEngineMarket (617) 312-8642 linkedin.com/pub/jeff-coveney/ 0/552/25
  5. 5. About Brafton The oldest and largest content marketing company in the country, we specialize in creative content that is relevant, unique and delivers results for our clients. There is more than one way to deliver a message, which is why our services have evolved to ensure our clients have the best resources available to them, when they need them. Some of our areas of expertise include: Custom Content Creation. Graphic Design. Social Media Management. Video Production. Paid and Organic Search Strategy. Website Design and User Experience. Automated Online Publicaion. BOSTON, MA CHICAGO, IL SAN FRANCISCO, CA
  6. 6. The Brafton Process Our Service — The Content Influence 1 2 3 4 Develop Your Strategy Custom Content Creation Automated Online Publication Reporting and Analysis 7 to 9 people perform approximately 40 hours of work over the initial 4 to 6 weeks, developing a competitive strategy & set plan for supporting content. Full-time Writers, Graphic Designers & Videographers create unique content that’s true to your brand and interesting to your audience. Our technical consultants advise on integration best practices that optimize for UX, SEO & social reach to get the best results. Strategists measure & report content’s performance against your specific goals & update your strategy for maximum return.
  7. 7. INTEGRATED CONTENT MARKETING Develop Your Strategy Custom Content Creation Automated Online Publication Reporting and Analysis The Brafton Process Our Service — The Content Influence
  8. 8. The Content Influence PROSPECTS Traffic and Brand Awareness Thought Leadership and Engagement Product Promotion Trust and Credibility UPSELL,CROSSSELL,REPEAT CUSTOMERS Editorial: Blog, Industry News, Roundups Graphics: In-depth Infographics Video: Video Blogs, Weekly News Updates Editorial: Analytical News, White Papers, eBooks Graphics: In-depth Infographics, Branded Icons Video: Corporate Promos, How-To’s, Event Coverage Editorial: Landing Pages, Website Copy Graphics: In-depth Infographics Video: Animated and On-Location Product Demo Editorial: Case Studies Graphics: Call-To-Action (CTA) Buttons Video: On-Location and Studio Testimonials
  9. 9. Content Writing Blog/News Articles Website Copy Case StudieseBooks Provide answers that will appear when users search & keep them reading. Create copy that’s easy to find across the web & explains why you’re the best at what you do. Highlight wins with your customers to demonstrate your value as a business partner. Put your content behind a download wall to collect new leads.
  10. 10. About RevEngine Marketing Drive content engagement with repeatable and measurable marketing. Fully Managed Email services to supercharge your content*. Drive ongoing email success leveraging Triple Touch Methodology. Strategy and Execution for white glove service.
  11. 11. Build It and They Will Come Field of Dreams More like...
  12. 12. Common Content Challenges 1 2 3 4 “We have content but we don’t know if it’s working?” “Is anyone consuming it?” “How can we amplify the content so our message is reached?” “We need more content… but what do we do with it?”
  13. 13. You Are Not Alone 60-70% of B2B content created goes unused. 30% of Microsoft’s content has never been seen. 52% of B2B marketers list measuring content ROI as a top challenge. -Sirius Decisions -GerryMcGovern.com -Content Marketing Institute/MarketingProfs
  14. 14. Today’s Agenda Best practice steps to maximize engagement using your marketing automation system. Repurpose existing content. Leverage a Triple Touch Methodology to boost engagement possibilities. Improve customer conversations. One company saw 12X one day increase in engagement.
  15. 15. Before You Get Started Inventory Content “The Art of Repurposing” Brafton’s eBook on Repurposing “Boost Your Nurturing Content With 7 Content Repurposing Dishes” RevEngine Resource Case Studies Videos Blogs Infographics WP/eBooks Press Webinars Research
  16. 16. The Rule of 7 7 INTERACTIONS People need to have before they will buy from you. -http://customer.io Your content fuels this journey.
  17. 17. Triple Touch Methodology Website http:// Dedicated Emails Monthly Communications Nurture Emails Hi, Multi-Touch Approach Promote your content AT LEAST 3 TIMES to boost engagement. Platform independent: Eloqua, Marketo, Hubspot, Pardot and more.
  18. 18. Triple Touch Methodology Use Case Website Dedicated Emails Monthly Infograms Nurture Emails http:// Hi, Fusion – Leader in cloud communications Implemented strategy in Q3. Early results: Nurturing coming soon. Phase 1: Two Touch (Web + Infogram) Phase 2: Triple Touch (Web + Dedicated + Infogram) Boosted engagement by ~167% including a 12x single day improvement. Increased engagement by ~83% compared to two touches.
  19. 19. # 1: Put Your Website to Work Develop your content strategy. Homepage and/or sidebars. Promote top content to fuel interest. Capture stats to show success: # of downloads. Strong CTA.
  20. 20. # 2: Fuel Engagement With Dedicated Communications Send target emails announcing new content. Drive single CTA to boost engagement. CTA WHEN: When content is ready.
  21. 21. # 3: Build Awareness With Monthly Communications Repurpose your prior month’s content. Highlights important blog articles. Feature new videos. Merchandise the latest white paper. Reduces content creation efforts.
  22. 22. # 4: Optimize the Journey With Evergreen Content C-Level Nurture Early Stage Content Mid Stage Content Late Stage Content Email 1 Email 2 Email 3 Email 1 Email 2 Email 3 Email 1 Email 2 Email 3 Engage your prospects OVER TIME. Pick select content and add to your nurture stream. Make content more conversational. Content produces long-term results. Example: Add “ROI Analysis Benchmark” to the late stage nurture stream.
  23. 23. BONUS: Integrate Direct Mail for Multi-Touch Amplify message across channels with automated physical gifting. Example: Multi-Channel Nurturing Approach As easy/automated as sending an email. Friendly notepad kit promoting white paper. Ignited Sales bringing in $384K+ in revenue in the first three months. Generated a 258% lift in engagement. EMAIL 1 EMAIL 2 EMAIL 3 DIRECT MAIL EMAIL 4
  24. 24. Success Measurements It doesn’t count unless you measure it. Varies on your marketing automation platform. 500 47K Emails 2.2K Clicks 370+ MQLs 30 Oppty 8 Won 400 300 200 100 0 Top Tips WP Jan Feb March Best Practices in 2017 Top Assets Consumed this Quarter ROI Calculator Influenced 350+ MQLs and 8 won deals worth $99K+ Note: Long term — requires defined sales and marketing processes. Trends to Consider Video Volume-Based Metrics Get a pulse on how prospects consume content. Value-Based Metrics How is content driving deals?
  25. 25. Other Touch Considerations Don’t let your content sit on the bottom shelf. Merchandise your content: Retargeting Ads Social Promotion Email Signatures Press Releases And More Direct Mail Paid Advertising Content Syndication
  26. 26. Summary Create unique relevant content that performs. Adopt a triple touch approach (or more) to drive engagement. Put your automation system to work TODAY. Measure volume AND impact on business. One-time content announcements. Monthly summary emails. Evergreen nurture.
  27. 27. QUESTIONS?
  28. 28. Thank You For Attending! You will receive an email tomorrow with a copy of this presentation. Please complete our short survey. jcoveney@revenginemarketing.com kyle@brafton.com

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