2. Landscape Assessment
The Plan
Next steps
Today’s Agenda

3. Traditional
marketing and
advertising is telling
the world you’re a
rock star. Content
Marketing is
showing the world
that you are one.
Robert Rose

4. Landscape Assessment
External vs. Internal Components

5. What is Content Marketing?
 Purpose:
Create and curating relevant
and valuable content.
 Focusing on owning media,
not renting it.

6. Benefits of Content Marketing
• Brand awareness
• Customer acquisition
• Lead generation
• Customer retention
and loyalty

7. Content Curation

8. ADP
Content Marketing
Campaign
Results:
• White papers &
diagnostic
assessment tool
• Over $1M in new
sales
• Deals closed in first 3
months.
http://www.topran
kblog.com/2013/0
5/11-examples-
killer-b2b-content-
marketing/
Case Study

9.  Text goes here

10. Creation Vs. Curation
• 10%
• 90%
2015
Target:
40%

11. Extending Content
Whitepaper Blog Post Video/Podcast
Social Media E-mail
Case Study

12. Billhighway’s Association Content Marketing Plan

13. Our Association People
 2,423 mailable association
contacts
 Finance
 IT
 Executive Director
 Membership Management
 An additional15% association contacts are being added
to Salesforce weekly through the end of April

14. Goals and Objectives
 Primary: Position Billhighway as the thought leader most capable of
transforming back-office operations for high impact associations
 Secondary: Showcase our internal subject matter experts as
thought leaders in the association ecosystem
 40% of all content will be based on internal POVs, 60% external
 Generate 10% more leads from each whitepaper created
 Increase topics representing our core competencies to 75%
 Increase open rates from 14.35% to 17%
 Increase click-thru rates from <1% to 2%

15. Content Types
True
North
West East
DATA
Integrity, security,
management,
reporting
South
TECHNOLOGY
Software, cloud-
based, SAAS,
security
FINANCE
Payment
transactions, cash
management,
reporting
AUTOMATION AND
INTEGRATION

16. Publishing and Promoting

17. Next Steps
Next Steps

18. Immediate Actions
 Blog posts represent email
content
 ASAE Writer’s Resource Pool
 Significant new content
development aligned to new
topics
 National Benchmark Studies
 Internal SME expansion
 SnapApp launch

19. Measuring and Maintaining
Short-term Goal Tracking Methods Mid-and-Long-Term Goal Tracking Methods
Build brand awareness,
educate, entertain, and
engage.
 Traffic
 Views and downloads
 Links
 Social Shares (FB
share, Twitter retweet,
Pinterest re-pin)
 Social Engagement
(comments, likes,
mentions)
 Followers gained on
social
Measure the effects of
content on new interest
and revenue
 Lead generation
 Pipeline and
opportunity
 Revenue allocation
 Sales use

20. Outside Partners
SnapApp
Content
Development
Graphic
Design
Content
Marketing
Institute
Curata

22. Appendix
 Content Marketing Institute
 Curata
 ASAE Center
 Content to Conversion Conference
 CMWorld 2015