To watch the entire webinar replay, please visit: http://www.mintigo.com/content-intelligence-how-to-survive-the-arms-race-in-content-marketing/ Title: "Content Intelligence: How To Survive The Arms Race In Content Marketing" Description: 9 out of 10 B2B marketers are using content marketing, investing 1/3 of their budget and planning to spend even more next year. But as these marketers rush to publish, it only gets harder to rise above the noise. It's harder to get to the inbox, harder to own search terms and harder to appear in social feeds. Welcome to the content arms race. To survive it, you need a plan. The key to survival is Content Intelligence: the ability to know what content will engage your target audience. Content Intelligence is all about efficiency—focusing your limited resources on strategic assets that drive maximum traffic. You're unlikely to win the arms race with quantity, as content marketers continue to cite their #1 obstacle as "producing enough content", so relevance is key. Here's the best news of all: the same information overload that makes it hard to reach prospects also holds the keys to success. The new data of the social web is a treasure trove. If you can make sense of the data before your competitors do, you'll aim the right content at the right people, and you'll rise above the clutter. In this webcast, we'll show you how to -- - define your target personas with a fast methodology, - identify the most pressing gaps in your content portfolio, - discover which topics are interesting to your prospects today, - learn where to prioritize your social promotion and - frame content to maximize chances it will be shared. If your team isn't quite poised for victory in content marketing, this is your chance to level the playing field. Presenter: Jason Garoutte Chief Marketing Officer, Mintigo As CMO of Mintigo, Jason works with some of the best marketers in the country. He’s an expert on demand generation, speaking frequently on how science is changing marketing. Prior to joining Mintigo, Jason spent 7 years helping to grow Salesforce.com into the leading CRM application. Before that, he was an entrepreneur and marketer at tech companies Blue Martini Software and nQuire.

1. Content Intelligence:
How to Survive the Arms Race in Content Marketing
Jason Garoutte, CMO of Mintigo
@jgaroutte
@mintigo
CONFIDENTIAL

2. Mintigo Watches Your Market

3. Mintigo Customers

4. Content Marketing is a Must

5. Content Generates Leads

6. Spending Big on Content
• Average 33% of budget
• +26% over last year
• 54% plan to increase spend
Source: Content Marketing Institute and MarketingProfs

7. But Content is a Challenge

8. Recipients are Overwhelmed
416
commercial messages per month
average email subscriber
Source: ReturnPath
43% report
“more than half their
inbox comes from
marketers”
Source: BlueKangaroo survey
conducted for ChoozOn Corp

9. “Subscribers” are Fickle
70%
“this is spam” complaints are actually legitimate
newsletters, offers, or notifications
Source: Return Path "Email Intelligence Report Q3 2012" (2012)

10. Promote Content with Pictures
Source:
http://info.curata.com/rs/hivefire/images/Curata_CurationHabitsSurvey2012_Report.pdf

11. Keep Snippets <1,200 Characters
Source:
http://info.curata.com/rs/hivefire/images/Curata_CurationHabitsSurvey2012_Report.pdf

12. How to Get Shared (NY Times)
Berger, Jonah A. and Milkman, Katherine L., What
Makes Online Content Viral? (December 25, 2009).
Journal of Marketing Research. Available at SSRN:
http://ssrn.com/abstract=1528077
CONFIDENTIAL

13. How to Get Shared?
1.
2.
3.
4.
5.
6.
7.
Anger
Awe
Practical value
Interest
Anxiety
Emotive
Surprising
CONFIDENTIAL

14. The 10X Articles at SAP
SAP’s Michael Brenner shares the
formats with 10X average page views:
1. Top 50 influencers for topic
2. Top 10 blog sites for topic
3. Terms You Need to Know
4. Myths…Busted
5. 10 Predictions for
6. What is …. ?
7. The First Step to Success in…
8. How to Get Ahead With…
Source: “8 Steps to Brand Publishing” (CMO Summit)
http://www.slideshare.net/michaelbrenner/8-steps-to-brand-publishing-cmo-summit
CONFIDENTIAL

15. Will You Rise Above the Crap?
I recommend “Crap. The Content Marketing Deluge.” by Velocity Partners
http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge

16. Holy Grail = Predicting Engagement
Content 1
Content 2
Content 3
Channel 1
Channel 2
Channel 3

17. Guessing Can Lead You Astray

18. Guessing Can Lead You Astray

19. What is Content Intelligence?
Knowing which content will engage
your targets today




Boost search traffic
Get non-responders to click
Attract quality leads for Sales
Don’t waste time on “misses”

20. Example: No Webinars for VPs
Webinar Registration
Don’t waste an email
inviting execs to
webinars!
3.8%
1.5%
0.7%
Director
Manager
Vice President

21. Start with Your Target Personas
Your marketing
database has a
sweet spot
Your
List
Target
Persona

22. Narrowing the Target Segment
“field service technician”
and “support technician”
CTR from 2% to 8%

23. How to Create Your Personas
Free eBook from Mintigo.
Check Resources at
www.mintigo.com
or go directly to
http://bit.ly/18c9Tfy

24. Make a List and Research Them
@TechCrunch
43 2551809 TechCrunch
157.7
@WSJ
40 2411662 Wall Street Journal 149.0
@HarvardBiz
31 928031 Harvard Biz Review 145.1
@mashable
37 3123908 Pete Cashmore
128.2
@FastCompany
24 643830 Fast Company
121.1
@hootsuite
32 4155370 HootSuite
101.8
@ConanOBrien
38 7525469 Conan O'Brien
98.3
@forrester
15 171388 Forrester Research 95.5
@waltmossberg 17 423626 Walt Mossberg
92.9
@MarketingProfs 14 147167 Ann Handley
91.3
Mintigo content gets
clicked by people who
follow:
- TechCrunch
- Wall St Journal
- Harvard Business Review

25. Check Interests on Facebook
https://www.facebook.com/about/graphsearch

26. Facebook Graph: Just a Toy?

27. You Can Find Real Value

28. Research Technology Clues
Salesforce
Users
Advanced marketers
• Content marketing
• Social links
• JQUERY in website
Basic marketers
• Little content
• Not social
• Basic website
15X more
likely!

29. Related Technology is Interesting
Our popular infographic

30. You Can Do It All With Research
Lots of new data about the interests of
your target market.
- Twitter
- Facebook
- Blogs
- LinkedIn profiles
- LinkedIn groups
- Quora
- Websites and javascript
- Presentations

31. Get ready for the machines.

32. Machines Connect the Dots
Org chart
Business Model
Technologies
Spending
Social Profile

33. Machines Learn by Example
Your Examples
Data Collection
Big Data Analytics

34. Each Campaign Brings Insight

35. Mintigo Analyzed You
Mintigo created a “signature” for who responds to our webinars.
•
•
•
•
•
•
CMOs and VPs open but don't click
Directors 4X less likely to click
Managers 30% more likely to click
Huge lift if “demand”, “lead”, “generation”
2X less likely to open if “campaign” in title
Sales opens, but 2X less likely to click

36. Mintigo Monitors Your Market

37. Content Intelligence Works
Before
After
Lift
Open
15%
20%
+33%
Open-to-click
11%
18%
+64%
1.65%
3.60%
+118%
Total click

38. Q&A and Next Steps
Get our ebook from
http://bit.ly/18c9Tfy
Request a demo
marketing@mintigo.com

39. Inventory Your Content

40. Mintigo Monitors Your Market
Learning the best way
to engage your target
prospects
Segment A: 2,005 names
• Tends to buy technology,
especially Salesforce CRM
• Has large marketing dept
• Follow @techcrunch
Segment B: 1,722 names
• Tweet about “big data”
• Work with Microsoft
technology & databases
• Follow @Gartner
• Member of LinkedIn group
“CIO Forum”