Marcus Grimm's presentation on Content Marketing for Week 5 of SM 101 - Introduction to Social Media Marketing for Pennsylvania College of Art and Design. Thanks, Marcus!!

1. Content Marketing Presentation

2. Agenda
● Introductions
● Review
● Pardot Insights
● AdWords Insights
● Additional Capabilities & Relevance
● Plan Summary
● Timeline/Budget

3. At a Glance
3
DIFFERENTIATORS
EMPLOYEE COUNT
● Google Premier Partner
● Holistic Digital Marketing
● Data Visualization Expertise
26
PPC
WEB DEV
EST. 2008
24
2
EMPLOYEE
RESIDENCE
SEO
2018
AD SPEND:
$16M
CLIENT COUNT
64
PPC
41
WEB DEV 18
SEO
34
IDEAL CLIENT PROFILE
Data-driven, growth-driven, insight-driven
organizations for whom marketing matters.

4. Marcus Grimm - Chief Growth Officer
4
● Lifelong local (mostly)
● Entire career has been sales and
marketing
○ Copywriter
○ Competitive Intelligence Analyst
○ Marketing Director
○ Salesman
○ Sales Manager
○ VP of Market Growth
○ Chief Marketing Officer
○ Chief Growth Officer
● Family
○ Married 26 years
○ Nearly empty nester
● Fun
○ Retired ultra-runner
○ Competitive kayaker
○ Story slam participant
○ Niche comedian

10. What IS Content Marketing?

11. It’s Not New.

12. It’s Not New.

15. What fundamentally changed?

16. What has fundamentally changed?
60% of the buyer journey is over before the
seller even knows it.

17. The 5 Stages of Awareness

18. Problem-Aware

19. Solution-Aware

20. Product-Aware

21. Reality:
“If it’s not the right content at the right time, it’s a foul ball.”

22. How Content Applies to the Journey

23. How Do I Measure This?
Behavioral Lead Scoring

24. Profile Scoring

25. Why isn’t the website resonating? Why are we attracting the wrong
prospect?
How do we get more of these?
Relative Scoring

26. It’s All About Context
● How much time/talent/resources can you put
into content marketing?
● How long is YOUR buyer’s journey?
● Where in the AWARENESS cycle does your
content need to begin?

27. They Ask - You Answer Framework

28. They Ask - You Answer Framework
1. Write down every question you get.
2. Answer it
3. Map it to the journey.
4. Score it. Track it.

29. Where Does Social Media Fit In?