How to Build A Sustainable Content Marketing Strategy

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Join Toby Murdock, CEO of Kapost, Dave Lewis, Founder & CEO of DemandGen, and Jesse Noyes, Managing Editor of Eloqua on January 22nd at 1pm ET for a step by step guide to creating content that drives demand.

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How to Build A Sustainable Content Marketing Strategy

  1. 1. How to Build a Sustainable Content Marketing Strategy January 22, 2013 Featuring: DemandGen International Eloqua Kapost@demandgendave @noyesjesse @tobymurdock @DG_Report
  2. 2. About Demand Gen Report §  Launched in 2007 to track best practices in lead generation §  Newsletter has grown to more than 26,000 readers §  We also offer a menu of research and best practices reports §  New audio/video podcasts at DemandGenReport.com @DG_Report http://linkd.in/DG_Specialists © 2013DemandGen @demandgendave @noyesjesse @tobymurdock @DG_Report Report
  3. 3. What campaigns have been the most successful foryour department over the past year in driving leads and engaging prospects? (check all that apply) Response   Count   Search  marke2ng   23%   Events   40%   Content-­‐based  offers   56%   Telemarke2ng   10%   30% 60% © 2013DemandGen @demandgendave @noyesjesse @tobymurdock @DG_Report Report
  4. 4. As you evaluate your current content programs, where do you see the greatest opportunity to improve your results? Response   Count   Develop  the  right  mix  of  offers   25%   Mapping  content  to  buyer  needs   29%   Increasing  budget  to  fund   content  ini2a2ves   17%   Finding  the  right  partners  to   drive  content   8%   Iden2fying  the  right  channels  to   distribute  content     21%   20% 30% © 2013DemandGen @demandgendave @noyesjesse @tobymurdock @DG_Report Report
  5. 5. What would you say are your greatest challenges in creating and optimizing your demand generation efforts? Response   Count   Insufficient  staff   52%   Insufficient  content   46%   Insufficient  technology   15%   Lack  of  processes   33%   Lack  of  exper2se   23%   30% 60% © 2013DemandGen @demandgendave @noyesjesse @tobymurdock @DG_Report Report
  6. 6. Where to Start@demandgendave @noyesjesse @tobymurdock @DG_Report 6
  7. 7. “Pssst … Hey, buddy. You want fresh content?” @demandgendave @noyesjesse @tobymurdock @DG_Report
  8. 8. 2. Decide: How you will communicate “Your Why” 3. Plan: Where 1. Define: you will Why you’re communicate appealing “Your Why” Content Strategy © 2013 DemandGen @demandgendave @noyesjesse @tobymurdock @DG_ReportInternational, Inc.
  9. 9. Mind Map Your “Why”: Example 1 Superb Location Good Lots of Value Activities Why Many Recently Dining Renovated Choices Positive Great Reviews Service © 2013 DemandGen @demandgendave @noyesjesse @tobymurdock @DG_ReportInternational, Inc.
  10. 10. Mind Map Your “Why”: Example 2 Market Leader Award-winning Demonstrated Expertise ROI Why Excellent Impressive Service Customers Outstanding Innovator Work in market Quality © 2013 DemandGen @demandgendave @noyesjesse @tobymurdock @DG_ReportInternational, Inc.
  11. 11. Prioritize Your “Why”: B2B Example Our Market Leader Award-winning Expertise WHY Impressive Customers Innovator in Market Outstanding Work Quality Excellent Service Demonstrated ROI © 2013 DemandGen @demandgendave @noyesjesse @tobymurdock @DG_ReportInternational, Inc. 11
  12. 12. What Validates Your “Why” Market Leader Expertise Customers •  7 Years of •  Premier •  Notable/ Experience Certified on respected •  Market key platforms •  200+ Reputation •  Company •  Award winning work •  Span 5 Major Industries … Size / Global •  10,000+ •  Mid – •  Author “Wrote Engagements enterprise the Book” size •  Global needs served © 2013 DemandGen @demandgendave @noyesjesse @tobymurdock @DG_ReportInternational, Inc. 12
  13. 13. Content Mapping and Buying Stages Top of Bottom of Funnel Middle of Funnel Funnel (Evaluation) (Recognition) (Selection) Why Leadership Expertise Customers Innovation Work Quality Service ROI Website Demo Case Studies Infographic Sales Pitch Deck Proposal Webinar Resources and Guides Sales Enablement Tools © 2013 Blog & Social DemandGen @demandgendave @noyesjesse @tobymurdock @DG_Report 13International, Inc.
  14. 14. Idea Generators, Distribution / Subject Matter Experts "Customers" Content Producers & Approvers Top of Funnel Internal Managing Middle of Funnel Editors External Bottom of Funnel (Sales)© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  15. 15. Team: Idea Generation §  Customers §  Customer-facing: Sales, Service, Support §  Influencers / thought leaders §  Internal Subject-matter experts© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  16. 16. Team: Production §  Internal Producers §  (Creative) Marketing §  MarCom / PR §  Product Marketing §  External Producers §  Agencies §  Freelancers §  Influencers §  Internal Approvers §  Executives §  Legal §  "Customers" §  Managing Editor @demandgendave @noyesjesse @tobymurdock @DG_Report© 2013 Daily Inches, Inc.
  17. 17. Team: Distribution / "Customers" §  Top of the Funnel §  Influencers §  Social Media §  Website / SEO §  Middle of the Funnel §  Demand Generation §  Marketing Automation §  Bottom of the Funnel §  Sales §  Field Marketing / Sales Enablement© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  18. 18. Idea Generation@demandgendave @noyesjesse @tobymurdock @DG_Report 18
  19. 19. Content Ideas §  Internal Voice of the Customer §  Sales, Support, Services §  Influencers §  Social Listening §  Customer Surveys & Interviews© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  20. 20. Content Ideas Process Source Process Internal Voice of the Idea Submission & Customer: Sales, Follow-up Service, Support Social Listening / Social Team Influencers Direct Voice of the Interviews, Surveys Customer© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  21. 21. Creating a Blog Post Research© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  22. 22. Creating a Blog Post Managing Editor CTO “What to Consider When Choosing a Lead Generation Vendor” “10 Questions to Ask Before Buying Lead Gen Software”© 2013 Eloqua Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  23. 23. Creating an eBook 1. Find the Talent© 2013 Eloqua Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  24. 24. Creating an eBook 2. Set Expectations© 2013 Eloqua Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  25. 25. Creating an eBook 3. Perfect the Packaging© 2013 Eloqua Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  26. 26. Making Content Work for Demand@demandgendave @noyesjesse @tobymurdock @DG_Report 26
  27. 27. Jan. Apr. Jul. Oct. Feb. May Aug. Nov. ? Mar. Jun. Sep. Dec.© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  28. 28. © 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  29. 29. © 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  30. 30. © 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  31. 31. 4 3© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  32. 32. 4 3 4 1 7 1 1 1 3© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  33. 33. 4 3 4 1 7 1 1 1 3© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  34. 34. © 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  35. 35. 4 1 7 1 1 1 3 18© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  36. 36. Jan. Apr. Jul. Oct. 1 2 4 5 Feb. May Aug. Nov. 1 3 4 6 Mar. Jun. Sep. Dec. 2 3 5 6© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  37. 37. Get "Customer" Buy-in on Calendar §  Content "Customers" = social / SEO / website team, demand gen team, sales / sales enablement team §  Share calendar early and often© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  38. 38. Define Processes and Workflows §  Production of content requires lots of contributors, approvers §  Dont let logistics ruin your content efforts© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  39. 39. You are in competition for your buyers attention! NO YES© 2013 Eloqua Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  40. 40. Field Paid Media Sales Email Integrated Content Website Campaign Partners PR Social PR EMEA Media PR North America© 2013 Eloqua Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  41. 41. @demandgendave @noyesjesse @tobymurdock @DG_Report
  42. 42. Interactive Website© 2013 Eloqua Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  43. 43. Social Media Blogs© 2013 Eloqua Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  44. 44. Email Sales Templates© 2013 Eloqua Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  45. 45. Earned Media Paid Media© 2013 Eloqua Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
  46. 46. @demandgendave @noyesjesse @tobymurdock @DG_Report
  47. 47. Throw Chum In The Water – Top of Funnel §  Scatter “Lead Chum” around the web §  All over your site §  Your Blog & Others §  Social Networks §  Partner Sites §  PR §  SEO Landing Pages §  Syndicated Content §  Webinars © 2013 DemandGen @demandgendave @noyesjesse @tobymurdock @DG_ReportInternational, Inc. 47
  48. 48. Gate Your Bait – Middle of Funnel §  Best Practice: The best way to catch leads is to use a single gated form in front of your best lead bait. After that, “feed the fish” through nurturing (leveraging hidden forms for further campaign tracking). §  What to Gate: §  Free Trials, eBooks & Resources, Valued Analyst Reports, Events Catch The Leads Feed The Leads Campaigns & Organic Nurtures & Sales Enablement © 2013 DemandGen @demandgendave @noyesjesse @tobymurdock @DG_ReportInternational, Inc. 48
  49. 49. Case Study: Insulet Chum Bait Trap © 2013 DemandGen @demandgendave @noyesjesse @tobymurdock @DG_ReportInternational, Inc. 49
  50. 50. Nurturing through the Funnel © 2013 DemandGen @demandgendave @noyesjesse @tobymurdock @DG_ReportInternational, Inc.
  51. 51. Q&A @demandgendave @noyesjesse @tobymurdock Thank you for attending!Look for our follow-up email to get a FREE copy of Manufacturing Demand The Principles of Lead Management @demandgendave @noyesjesse @tobymurdock @DG_Report

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