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Use Content Marketing to Reach Your Audience - Andreas Ramos

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Use Content Marketing to Reach Your Audience - Andreas Ramos

  1. 1. Use Content Marketingto Reach Your Audience Andreas Ramos Alok Vasudeva San Francisco, March 30, 2013
  2. 2. Who We Are Andreas Ramos Alok Vasudeva • PPC for MIT • 10+ years in B2B • SEO for Stanford marketing • Co-founder, • Expertise in Classjunky.com product • Adviser to five SV management, product startups marketing, • Worked at SUN, marketing SGI, Brio, Acxiom communications • Author of seven • Emulex, Hitachi books Data Systems, • Upcoming book on Marconi, Siemens Content Marketing Communications 2
  3. 3. Books by Andreas
  4. 4. Problem: Advertising Doesn’t Work • 5,000 ads per person daily • 80% of the target audience ignores TV ads (Nielsen) • 63% of the web users use software to block ads (Sequenti.al, 2012) • Unilever spent $6.3m on TV, but reached only 40% (Financial Times) • 61% decide without talking to sales (MarketingSherpa, 2012) • 57% of the purchase decision is made before talking with sales (Eloqua) 4
  5. 5. Solution: Content Marketing• 91% of CMOs are using content marketing• 34% of marketing budgets at Fortune 500s• Coca-Cola and Intel Content Marketing Institute B2B Content Marketing, 2013 5
  6. 6. Solution: Content Marketing 6
  7. 7. What Is Content Marketing?Traditional marketing is “push marketing” • It is pushed at the audience • It is broadcasted at the audience • Don’t create marketing blah-blah-blahCreate useful content that the audience wants • It is content that they want • They seek it out • Find their questions and give them answers • Find out their problems and offer solutions • Examples: FAQs, support, technical documentation 7
  8. 8. Focus on Your Audience 8
  9. 9. What Does Your Audience Want?Use Web 2.0 tools • Search queries on your website • Yahoo Answers • Quora • Search Twitter and download • Forums in FB, LinkedIn, G+, etc. • Influencer tools (eCairn, EzyInsights) • Word Clouds EzyInsights.com 9
  10. 10. Use the Formats that Your Audience Wants• Text • Image • eNewsletters • Photo essays • Blogs • Infographics • FAQs • llustrations • White papers • Books • Video • eBooks • Interviews • Demonstrations • Case studies • Events • Tweets • Slideware • Audio • Press release • Podcasts 10
  11. 11. Use the Basics of Marketing• Business goal• Branding (logo, colors, font)• Unique Value Proposition (UVP)• Target Audience• Use a Brand Guideline document • Where to get one? • andreas.com/marketingcamp.html 11
  12. 12. Tracking and Metrics• Analytics • Adobe Omniture, IBM Coremetrics, Google Analytics• Email Automation • Add a form to your site • Build your mailing list • Acxiom, Responsys, VerticalResponse, MailChimp• Marketing Automation • Moves visitors through your site • Sorts prospects into good or poor • Eloqua, Marekto, Loopfuse• CRM • Manages your sales team’s performance • SAP, Salesforce, Full Circle, Pivot-It 12
  13. 13. Why Metrics?• KPIs • Cost-per-Lead (CPL) • Cost-per-Acquistion (CPA)• KPIs are for investors • Show that you have a strategy to grow traffic • Show how much it cost to reach the target • Buy your traffic 13
  14. 14. Summary: Why Content Marketing? • Give your audience what they want • Bypass the media • Bypass Google • Control your message 14
  15. 15. Get the Book • Coming May 14th 15
  16. 16. Get a Free Copy of the Book • May 14th • Get this presentation at andreas.com/marketingcamp.html 16
  17. 17. Thank You• andreas@andreas.com• alok@TheMarketersContinuum.com

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