Content is King Curt Porritt SVP of Marketing MasterControl, Inc.
What is “Content Marketing?” <ul><li>“ Curt’s Definition” </li></ul><ul><li>Content marketing involves delivering a large ...
It Should Be Process-Driven RAE - Stages 1 through 9 Call Team Activities Leads from Mktg Processes into SF Conv. Warm Cal...
What Types of Content? 4 Prospect Newsletters Customer Website White Papers, Data Sheets, Case Studies, etc. Webinars, Vid...
What Types of Content? <ul><li>In 2010 we produced 443 writing projects or 8.5 per week (write, edit, graphics, layout, re...
Driving Content <ul><li>Search Engines </li></ul>
Driving Content <ul><li>Website </li></ul>
Driving Content <ul><li>Website </li></ul>
Driving Content <ul><li>Email </li></ul>
Driving Content <ul><li>Newsletters </li></ul>
Driving Content <ul><li>White Papers </li></ul>
Driving Content <ul><li>Multimedia </li></ul>
Tracking Results - Analytics <ul><li>From the Online Forms We Know: </li></ul><ul><li>Company </li></ul><ul><li>Name </li>...
Tracking Results - Analytics
Tracking Results – Website Most Popular Website Pages Form Conversion 2009 – 36% 2010 – 35%’ 2011 – 37%
Tracking Results – Qual. Opps
Tracking Results – Qual. Opps
Tracking Results - Branding
Tracking Results - Branding
Tracking Results - Branding
Summary <ul><li>Content marketing works </li></ul><ul><ul><li>Offering content with  real value  yields loyalty, sales opp...
Questions? Curt Porritt SVP of Marketing MasterControl, Inc.
MC’s Marketing Organization
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Content is King: Discover the Crucial Elements of a Successful Content Strategy to Maximize Results - Curtis Porritt, MasterControl Inc.

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Curtis Porritt - MasterControl Inc., Keynote Speaker at the marcus evans B2B Marketing Summit 2011, in Colorado Springs, delivered his presentation entitled Content is King: Discover the Crucial Elements of a Successful Content Strategy to Maximize Results

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Content is King: Discover the Crucial Elements of a Successful Content Strategy to Maximize Results - Curtis Porritt, MasterControl Inc.

  1. 1. Content is King Curt Porritt SVP of Marketing MasterControl, Inc.
  2. 2. What is “Content Marketing?” <ul><li>“ Curt’s Definition” </li></ul><ul><li>Content marketing involves delivering a large amount of valuable information to prospects and customers with the ultimate goals of increasing loyalty, introducing solutions, and improving brand. </li></ul><ul><li>Everything points to valuable content. </li></ul>
  3. 3. It Should Be Process-Driven RAE - Stages 1 through 9 Call Team Activities Leads from Mktg Processes into SF Conv. Warm Called Tasked Short List Technical Education Tailored Response Engage Selection Committee Project Definition Qualified Opp. Hold, Lost, Deferred, Dead, Zombie, Hot, Etc. Win Contract Negotiation Executive Approval The Internal Marketing Machine (email, direct mail, white papers, newsletters, webinars, etc.) Hold, Lost, Deferred, Dead, Zombie, Hot, Etc. Accepted Opp.
  4. 4. What Types of Content? 4 Prospect Newsletters Customer Website White Papers, Data Sheets, Case Studies, etc. Webinars, Videos, and Flash Tours Customer Newsletter Prospect Website
  5. 5. What Types of Content? <ul><li>In 2010 we produced 443 writing projects or 8.5 per week (write, edit, graphics, layout, review, & publish) </li></ul><ul><ul><li>73 Newsletters Articles – (4 prospect newsletters, 1 customer newsletter) </li></ul></ul><ul><ul><li>36 Email Blasts - (Does not include newsletter blasts.) </li></ul></ul><ul><ul><li>25 Customer Website Pages – (ads, product, events, training, etc.) </li></ul></ul><ul><ul><li>89 Prospect Website Pages – (new and edited) </li></ul></ul><ul><ul><li>74 SEO Articles – (link-building articles) </li></ul></ul><ul><ul><li>66 Sales-related Collateral – (brochures, white papers, case studies) </li></ul></ul><ul><ul><li>Public Relations Collateral – (15 press releases, 12 LinkedIn pages) </li></ul></ul><ul><ul><li>12 Direct Mailers </li></ul></ul><ul><ul><li>42 Event Pages </li></ul></ul><ul><ul><li>4 Flash Quick Tours </li></ul></ul>
  6. 6. Driving Content <ul><li>Search Engines </li></ul>
  7. 7. Driving Content <ul><li>Website </li></ul>
  8. 8. Driving Content <ul><li>Website </li></ul>
  9. 9. Driving Content <ul><li>Email </li></ul>
  10. 10. Driving Content <ul><li>Newsletters </li></ul>
  11. 11. Driving Content <ul><li>White Papers </li></ul>
  12. 12. Driving Content <ul><li>Multimedia </li></ul>
  13. 13. Tracking Results - Analytics <ul><li>From the Online Forms We Know: </li></ul><ul><li>Company </li></ul><ul><li>Name </li></ul><ul><li>Department </li></ul><ul><li>Industry </li></ul><ul><li>Phone # </li></ul><ul><li>Email </li></ul><ul><li>Country </li></ul><ul><li>Job Title </li></ul><ul><li>Comments </li></ul><ul><li>What We Know via Other Means: </li></ul><ul><li>Interests (keyword used, white paper downloaded, etc.) </li></ul><ul><li>Lead Quality (A vs. B) </li></ul><ul><li>Lead Source (video, “contact us” form, trade show etc.) </li></ul><ul><li>Campaign (PPC, banner ads, internal email, external email, etc) </li></ul><ul><li>Duplicate Lead (if they have filled out a form on our site before) </li></ul><ul><li>First Conversion Date (the first time they requested info from the website) </li></ul><ul><li>Date Created </li></ul>SalesForce
  14. 14. Tracking Results - Analytics
  15. 15. Tracking Results – Website Most Popular Website Pages Form Conversion 2009 – 36% 2010 – 35%’ 2011 – 37%
  16. 16. Tracking Results – Qual. Opps
  17. 17. Tracking Results – Qual. Opps
  18. 18. Tracking Results - Branding
  19. 19. Tracking Results - Branding
  20. 20. Tracking Results - Branding
  21. 21. Summary <ul><li>Content marketing works </li></ul><ul><ul><li>Offering content with real value yields loyalty, sales opportunities, and improved branding </li></ul></ul><ul><li>It requires an investment in time and effort </li></ul><ul><li>It is a strategic, long-term process, not a short-term, tactical activity </li></ul><ul><li>Tracking success and making adjustments is important </li></ul>
  22. 22. Questions? Curt Porritt SVP of Marketing MasterControl, Inc.
  23. 23. MC’s Marketing Organization

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