Content Marketing For Demand Generation ROI

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Demand Gen Report's Lead LifeCycle Series session presented by Captora

#LLCSeries

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Content Marketing For Demand Generation ROI

  1. 1. Session sponsored by! #LLCseries   Content Marketing for Demand Generation ROI: Create, Track, and Optimize Your Content Strategy!
  2. 2. #LLCseries   Questions / ON24 Logistics ! •  Download  this  white  paper.   •  View  our  podcast.   •  Take  our  assessment   •  …  
  3. 3. #LLCseries   Follow  this  webinar  on  Twi>er   #LLCseries   Demand  Gen  Report:   @DG_Report   Captora:   @Captora     Dayna  Rothman:   @dayroth  
  4. 4. #LLCseries   Lead LifeCycle Series Prize Box! Register,  a>end  and  tweet  the  Lead  LifeCycle  Series  sessions   using  the  #LLCseries  hashtag  to  be  entered  into  the  Prize  Box   giveaway!  The  more  sessions  you  a>end  and  tweet,  the  higher   the  chance  at  winning  one  of  these  awesome  prizes!     See  the  full  contest  details  and  rules  at:   h>p://www3.demandgenreport.com/lls14/contest-­‐rules.html  
  5. 5. #LLCseries   About Demand Gen Report! @DG_Report http://linkd.in/DG_Specialists •  Launched  in  2007  to  track  best  pracQces  in   lead  generaQon   •  Newsle>er  has  grown  to  more  than  28,000   readers   •  We  also  offer  a  menu  of  research  and  best   pracQces  reports     •  New  audio/video  podcasts  at   DemandGenReport.com  
  6. 6. #LLCseries   Panelists! Dayna  Rothman,   Director  of  Content  MarkeQng,   Captora     Kim  Zimmermann,     Managing  Editor,   Demand  Gen  Report    
  7. 7. #LLCseries   The  Power  of  Natural  Language  Processing   Identify new campaign and conversion opportunities Repurpose existing content to create new campaigns across channels Continually optimize campaign to maximize conversion [1] Opportunity Analyzer [2] Content-Driven Execution [3] Always-On Optimization Discover, engage and convert new buyers by intelligently and automatically scaling content-driven campaigns across multiple channels! What Sets Captora Apart? ! !
  8. 8. Today’s  Shi[ing  Buyers  
  9. 9. #LLCseries   The  buying  process   has  changed.    No   longer  is  sales  the   first  contact  a  buyer   has  with  your   company.    
  10. 10. #LLCseries   And  your  buyers  have  changed.  They  live  in  a  mulK-­‐ device,  mulK-­‐channel  world.    
  11. 11. #LLCseries   The  abundance  of   informaKon  is  astounding.    
  12. 12. #LLCseries   And  informaQon  abundance  =  a>enQon   scarcity.    
  13. 13. #LLCseries   Content  is  king  (and  queen).    
  14. 14. #LLCseries   You  can  (and  should)  use  your  content   to  generate  leads.    
  15. 15. Scaling  Your  Content   ProducQon  Efforts    
  16. 16. #LLCseries   Chief  Content  Officer   Managing  Editor   Content  Specialist   Outsourced  Team  
  17. 17. #LLCseries   The  turkey  dinner   analogy  for  content   opKmizaKon.  
  18. 18. #LLCseries   REPURPOSE  CONTENT  
  19. 19. Content  PromoQon  for  Lead   GeneraQon.  
  20. 20. #LLCseries   Website  homepage  for  opKmal  placement.  
  21. 21. #LLCseries   Content   Resources   Center  for   content   merchandising.    
  22. 22. #LLCseries   Always  write  a   blog  to   promote  your   content.  
  23. 23. #LLCseries   Don’t  forget   about  social   media  real   estate.  
  24. 24. #LLCseries   Make  your  content  interacKve  and  dynamic.    
  25. 25. #LLCseries   Send  an   email  out  to   your   database   and  send   sponsored   emails!  
  26. 26. #LLCseries   Create  Capture  Sites  in  Captora  to   help  you  rank,  promote  your  asset,   and  convert  visitors.  
  27. 27. #LLCseries   First  page  of  Google   search  results.  
  28. 28. #LLCseries   Create  custom  images  for   social  promoKon.  
  29. 29. #LLCseries   Mix  paid  with  your  organic   social  promoKon  for   opKmal  li.  
  30. 30. #LLCseries   all  your  leads.    
  31. 31. Content  ROI  
  32. 32. #LLCseries  
  33. 33. #LLCseries   Define your goals. !
  34. 34. #LLCseries   •  Standard ebook 5-10 pages: $4000! •  Large ebook 30-60 pages: $6500! •  Cheatsheet/onepager: $500! •  Slide deck: $7500! •  Writing services (monthly): $2500! •  Managing editor yearly salary: $60,000 - $100,000 per year! •  Director of Content/Chief Content Officer yearly salary: $150,000 - $200,000 per year! ! Sample content budget.
  35. 35. #LLCseries   What content are leads downloading?!
  36. 36. #LLCseries   Are you getting more known or new names in your database?!
  37. 37. #LLCseries   Calculate cost per lead! Content  Piece   Investment   Leads   $  Per  Leads   Ebook  1   $4500   200   $23   Slide  deck   $6500   100   $65   Analyst   Report   $15,000   700   $21  
  38. 38. #LLCseries   Content score can help you benchmark. ! You                              CompeQtors              
  39. 39. #LLCseries   Traffic and conversions are key. !
  40. 40. #LLCseries   Social sharing to track virility and stickiness. !
  41. 41. #LLCseries   Track content performance in programs. !
  42. 42. #LLCseries   First touch and multi-touch attribution is key to determine revenue and pipeline generated by content. !
  43. 43. #LLCseries   Multi-touch ratio is the golden ratio. ! Content   Investment   FT  Pipe   MT  Pipe   MT  RaKo   Ebook  1   $4500   $10,000   $52,000   11.5   Ebook  2   $4500   $5,000   $126,000   28   Slide  deck   $6500   $12,000   $20,000   3.0   MT  RaQo  =  MT  Pipe/Investment     *RaQos  above  10  are  good,  above  7  are  OK,  and  less  than  5  not  good    
  44. 44. #LLCseries   Is sales using your content during the sales cycle?!
  45. 45. #LLCseries   Closing your content gaps. !
  46. 46. #LLCseries   Check out Our Content Marketing Scorecard! Go to bit.ly/contentscore!
  47. 47. #LLCseries   What do you get?! bit.ly/contentscore! !
  48. 48. #LLCseries   Q & A // Panelists! Dayna  Rothman,   Director  of  Content  MarkeQng,   Captora     Kim  Zimmermann,     Managing  Editor,   Demand  Gen  Report    
  49. 49. #LLCseries   Lead LifeCycle Series Prize Box! Register,  a>end  and  tweet  the  Lead  LifeCycle  Series  sessions   using  the  #LLCseries  hashtag  to  be  entered  into  the  Prize  Box   giveaway!  The  more  sessions  you  a>end  and  tweet,  the  higher   the  chance  at  winning  one  of  these  awesome  prizes!     See  the  full  contest  details  and  rules  at:   h>p://www3.demandgenreport.com/lls14/contest-­‐rules.html  
  50. 50. #LLCseries   Thanks for attending this session!! Make  sure  to  a>end  the  next  session  in  the  Lead  LifeCycle  Series:   h>p://dg-­‐r.co/lls14  

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