Content marketing is top of mind for all marketers in 2016. What most marketers don't know is that a strong advocacy program can have a giant impact on your content marketing goals. Advocates have the power as your customers and biggest a fans to influence your content creation process and contribute to your distribution and lead generation goals. In this talk, we'll go through three KPIs for content marketing and talk through how Advocacy can be influence each. I'll also share specific experiences from MongoDB's Advocacy Hub and discuss how a Content Marketer runs an Advocacy Hub.
2. of marketers use
content marketing
as part of their
marketing and lead
generation
strategy.
88%
76%of marketers believe
they need to be
creating more
content in 2016 than
2015.
How do you leverage those relationships with advocates to accomplish your business goals
How do you identify who and what to do?
What is MongoDB?
What is an advocate? What can an advocate to for you?
6 months ago we were not encouraging the type of content production that we’ve been able to inspire in our advocates. And we’ve come a long way and we have been seeing great results.
Be clear about the value the audience will get from the talk – recycle the “When you get the leads”
Putting what works on Steriods – when you know something is working, make it work better!
The first thing I wanna share with you is two remarkable content marketing statistics
You’re probably familiar with these!
I know you think we need to be creating more.
It doesn’t make sense to be constantly producing more work
You got to work smarter, not harder.
Leverage your advocates to make these things work
Now it took Herman Melville 1.5 years to write Moby Dick, a really powerful book. Now as a marketing team, you can’t write a Moby Dick every month. But you don’t have to work so hard. You don’t need to write an epic every month. What you need are powerful advocates who are going to do amazing things and write amazing commentary with Moby Dick.
Moby Dick was written in 1851, and in 2014, Emoji dick was posted to kickstarter.
I think your advocates can do this.
By show of hands, how many of you are doing content marketing?
Housekeeping
TABLE OF CONTENTS
I did this at MongoDB
Funnel and how advocacy is your solution for the funnel
How to do it and how to measure it
How do you leverage those relationships with advocates to accomplish your business goals? It’s easy to say work smarter not harder, I’ll tell you how I was working way too hard
I work at MongoDB, the company that builds the database for giant ideas. MongoDB unleashes the power of software and data for innovators everywhere. I’ve been with the company since 2011, when most of our users were startups, and now some of the largest financial institutions in the world, like MetLife, Adobe and Facebook use our database for their giant ideas.
My team at MongoDB had a problem.
Competitive Database market with strong legacy vendors
Differentiate MongoDB in the market through strong customer advocates
As you can see, we are competing with big companies whose technologies have been around for over 40 years
Competitive Database market with strong legacy vendors
Differentiate MongoDB in the market through strong customer advocates
-Community Programs
Organizing user groups
Writing content and blog posts – took forever and was hard to find writers
Product reviews – never happening
But we did have a strong asset. We could differentiate MongoDB in the market through strong customer advocates
Massive community, small marketing department
-Community Programs
* Organizing user groups
* Writing content and blog posts – took forever and was hard to find writers
* But things like, Product reviews, regular surveys, content feedback– never happening
Launch a formal advocacy program
Get our customers to become the center of our conversation by creating content for and with us
So we launched a formal advocacy program and have been able to see some pretty exciting results in the first 5 months! And the Hub could help
Now let’s move on to the mandatory marketing funnel slide. After working on launching this program, I am convinced that the key to unlocking the best results at each stage of the funnel is advocacy.
How did we do this? How did we enrich our community, create a solid content strategy and build a solid flow of leads through advocacy.
Our three metrics we are going to look through today are Production Metrics, Sharing Metrics and Lead Metrics. These will help you gauge the success of your content marketing efforts once you’ve engaged your advocates. There are other metrics you can measure in content marketing but these are the three we will discuss here today.
When we talk about production metrics we focus on measuring the effectiveness of your content creation. How many pieces do you create? How many authors do you have? How many topics are you covering?
Some examples on how you can use your advocates to engage with you. This is one of our most popular challenges. It’s been completed 175 times by 42 different advocates. We are continually inspired by their ideas and I think this is such an easy win to better understand what your community is looking for.
Competitive Database market with strong legacy vendors
Differentiate MongoDB in the market through strong customer advocates
Another example of using your advocates to aid in your content production.
We wanted to write a post on technology in retail. Now I don’t know anything about retail.
I go shopping a lot, but that’s about all I know about retail. So I called on my advocates for retail.
I posted this challenge because I know a lot of the advocates work in retail, building new applications
I got a lot of cool responses with predictions on the prevalence of virtual fitting rooms, drone-based delivery, and advanced logistical analytics for distribution centers.
From their insight I was able to write a very good post with information and it should be published in the next week.
How do you leverage those relationships with advocates to accomplish your business goals
How do you identify who and what to do?
What is MongoDB?
What is an advocate? What can an advocate to for you?
6 months ago we were not encouraging the type of content production that we’ve been able to inspire in our advocates. And we’ve come a long way and we have been seeing great results.
Be clear about the value the audience will get from the talk – recycle the “When you get the leads”
Putting what works on Steriods – when you know something is working, make it work better!
How often do consumers of your content share it with others?
At MongoDB we wanted to maximize the amount of value we go out of our advocates by encouraging them to share as much content as possible.
My personal goal was to eclipse the amount of traffic driven to our website from our social channels through our advocacy program.
So we asked our Advocacy Coach, Stephanie, to pull some number for us and see how much traffic was coming to our website as social referrals from the Hub!
It turns out it’s quite a lot! It’s not as much traffic as our social networks drive to our website, but it makes a dent. In 4 months, our advocates were able to drive over 5,000 links to our website!
How often do content consumers turn into leads?
Learn a lot from getting more traffic to your website
Remember to track everything you do!
Leverage UTM codes on your links to track your conversions
Our three metrics we are going to look through today are Production Metrics, Sharing Metrics and Lead Metrics. These will help you gauge the success of your content marketing efforts once you’ve engaged your advocates.
Invest in offloading content creation to your advocates
Leverage your community in disseminating content
Watch and optimize how leads convert through these content channels
How do you leverage those relationships with advocates to accomplish your business goals
How do you identify who and what to do?
What is MongoDB?
What is an advocate? What can an advocate to for you?
6 months ago we were not encouraging the type of content production that we’ve been able to inspire in our advocates. And we’ve come a long way and we have been seeing great results.
Be clear about the value the audience will get from the talk – recycle the “When you get the leads”
Putting what works on Steriods – when you know something is working, make it work better!
Customer story (Case study)
Customer story (Case study)
By show of hands, how many of you are doing content marketing?