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Content Marketing Strategy You Can Live By - SLCSEM Sept 2014

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The was a #CMworld 2014 Recap presentation for SLCSEM in September 2014. Content from this deck was taken by Andrew Davis (@TLPDrew), Jason Miller (@JasonMillerCA) and Mathew Sweezey (@MSweezey). It was then wrapped together and philosophized by me.

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Content Marketing Strategy You Can Live By - SLCSEM Sept 2014

  1. 1. CONTENT MARKETING YOU CAN LIVE BY Content Marketing World 2014 Recap SCLSEM Event: September 17, 2014
  2. 2. THE MARKETING FUNNEL PROBLEM Presented By Andrew Davis
  3. 3. THE SALES FUNNEL PROCESS Presented by Andrew Davis -­‐ @TPLDrew
  4. 4. FUNNEL 2.0 Presented by Andrew Davis -­‐ @TPLDrew
  5. 5. FUNNEL 2.0 Presented by Andrew Davis -­‐ @TPLDrew
  6. 6. FUNNEL 2.0 Presented by Andrew Davis -­‐ @TPLDrew
  7. 7. THE CUSTOMER JOURNEY Presented by Andrew Davis -­‐ @TPLDrew
  8. 8. IF YOU WANT TO OWN THE CONSUMER JOURNEY, CREATE MOMENTS OF INSPIRATION! - @TPLDREW Presented by Andrew Davis -­‐ @TPLDrew
  9. 9. IF YOU WANT TO OWN THE CONSUMER JOURNEY, CREATE MOMENTS OF INSPIRATION! - @TPLDREW MOI = ROI Presented by Andrew Davis -­‐ @TPLDrew
  10. 10. THE CUSTOMER JOURNEY Presented by Andrew Davis -­‐ @TPLDrew
  11. 11. MOMENT OF INSPERATION
  12. 12. HIERARCHY OF CONTENT MARKETING NEEDS
  13. 13. HIERARCHY OF CONTENT MARKETING NEEDS h6p://righ;ntel.com/home/path-­‐thought-­‐followership-­‐thought-­‐leadership/
  14. 14. HIERARCHY RELATED TO TRAFFIC
  15. 15. BIG ROCK AND TURKEY SLICES PRESENTED BY JASON A. MILLER
  16. 16. ENTER THE BIG ROCK 6
  17. 17. WHAT IS A BIG ROCK? 8 1 Create the all-encompassing guide to whatever the hell conversation you want to own
  18. 18. MARKETING ON LINKED IN
  19. 19. BIG ROCK BY LINKED IN Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm
  20. 20. TURN THE BIG ROCK INTO A TURKEY 11 Repurpose Content Company Pages Sponsored Updates (Turn it up to eleven!) LinkedIn Groups SlideShare
  21. 21. PODCASTS AND SLIDESHARES Big Rock repurposed into “Turkey Slices” The Sophisticated Marketer’s Guide to LinkedIn Podcast SlideShare
  22. 22. EBOOKS AND BLOGS eBooks Blogs
  23. 23. INFOGRAPHICS Infographics
  24. 24. WEBINAR AND PHYSICAL BOOK The Webinar Physical Book
  25. 25. THEN YOU TAKE IT GLOBAL Take it Global
  26. 26. PROMOTING THE CONTENT MQL 22 Turkey Slices (Non Gated) Lead Capture No Yes SDR Sales Qualified? Sales Revenue BIG ROCK (Gated) Nurture No Yes
  27. 27. ANY GUESSES ON ROI?
  28. 28. ANY GUESSES ON ROI? 27 18,000% ROI
  29. 29. AND THE TEAM TO CREATE THIS: 29
  30. 30. NURTURING YOUR CONTENT PRESENTED BY MATHEW SWEEZEY
  31. 31. BREAK CONTENT INTO NURTURING STAGES 8" Define Stages 1 2 3 Marketing Cycle Sales Cycle
  32. 32. STAGES 1. Unidentified Needs 2. Identified Needs 3. Researching Solution
  33. 33. MATCHING CONTENT TO STAGES 14" Stage"1" Stage"2" Stage"3" • Industry"study" • High8Level" content"to" help"iden?fy" their"need"" • Blog"Posts" • Case"Studies" • Videos" • Industry8 specific"blog" posts" • Demo"Videos" • Buyers"guide" • Reviews"" • Success"Kits" • Comparison"charts" • Customer" Tes?monials" Content – Call to Action
  34. 34. DO YOU HAVE THE RIGHT CONTENT FOR EACH STAGE? ?
  35. 35. FINDING THE RIGHT CONTENT OPPORTUNITIES
  36. 36. EMPATHY Empathize with your prospects and customers. • Keyword Research based on needs
  37. 37. 4 Not more content, more relevant content
  38. 38. 3 TYPES OF EMPATHY 5 Split into three steps In business, there are three levels of empathy. The first is "on-demand" empathy, which is the ability to sense what customers want. The second is "solution" empathy, which entails understanding a customer's problem and figuring out how to address it. The third is "transcendent" empathy where you create solutions to problems that customers don't even know that they have. — Geoffrey James, INC 1 On-demand 2 Solution 3 Transcendent
  39. 39. “HOW”+“KEYWORD”
  40. 40. SOOVLE Search • “how to”+“content marketing” Suggested Search • how to do content marketing • how to measure content marketing • how to use content marketing • how to sell content marketing • how to start content marketing • how to create content marketing • how to create content marketing strategy • how to write content marketing • how to improve content marketing
  41. 41. SEARCH RESULTS
  42. 42. RETURNING TO THE FUNNEL
  43. 43. RETURNING TO THE FUNNEL There are numerous companies that have top ;er writers crea;ng keyword op;mized content with no clear iden;fica;on of who the content is for, or what the specific intended outcome is. Or where one content object fits with other content and how they are connected to the customer experience. -­‐Lee Odden
  44. 44. THANK YOU! DAVID MALMBORG @DAVIDMALMBORG
  45. 45. RECAPS WORTH READING: • http://www.publishthis.com/10-best-things-content-marketing-world-2014/ • https://www.linkedin.com/pulse/article/20140912180343-5866747-10-important-things- i-learned-about-storytelling-at-content-marketing-world • http://marketing.linkedin.com/blog/5-profound-takeaways-content-marketing-world/

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