[Mintigo Webinar] Content Intelligence: How To Survive The Arms Race In Content Marketing


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Title: "Content Intelligence: How To Survive The Arms Race In Content Marketing"


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.

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[Mintigo Webinar] Content Intelligence: How To Survive The Arms Race In Content Marketing

  1. 1. Content Intelligence: How to Survive the Arms Race in Content Marketing Jason Garoutte, CMO of Mintigo @jgaroutte @mintigo CONFIDENTIAL
  2. 2. Mintigo Watches Your Market
  3. 3. Mintigo Customers
  4. 4. Content Marketing is a Must
  5. 5. Content Generates Leads
  6. 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. 7. But Content is a Challenge
  8. 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. 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. 10. Promote Content with Pictures Source: http://info.curata.com/rs/hivefire/images/Curata_CurationHabitsSurvey2012_Report.pdf
  11. 11. Keep Snippets <1,200 Characters Source: http://info.curata.com/rs/hivefire/images/Curata_CurationHabitsSurvey2012_Report.pdf
  12. 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. 13. How to Get Shared? 1. 2. 3. 4. 5. 6. 7. Anger Awe Practical value Interest Anxiety Emotive Surprising CONFIDENTIAL
  14. 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. 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. 16. Holy Grail = Predicting Engagement Content 1 Content 2 Content 3 Channel 1 Channel 2 Channel 3
  17. 17. Guessing Can Lead You Astray
  18. 18. Guessing Can Lead You Astray
  19. 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. 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. 21. Start with Your Target Personas Your marketing database has a sweet spot Your List Target Persona
  22. 22. Narrowing the Target Segment “field service technician” and “support technician” CTR from 2% to 8%
  23. 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. 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. 25. Check Interests on Facebook https://www.facebook.com/about/graphsearch
  26. 26. Facebook Graph: Just a Toy?
  27. 27. You Can Find Real Value
  28. 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. 29. Related Technology is Interesting Our popular infographic
  30. 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. 31. Get ready for the machines.
  32. 32. Machines Connect the Dots Org chart Business Model Technologies Spending Social Profile
  33. 33. Machines Learn by Example Your Examples Data Collection Big Data Analytics
  34. 34. Each Campaign Brings Insight
  35. 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. 36. Mintigo Monitors Your Market
  37. 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. 38. Q&A and Next Steps Get our ebook from http://bit.ly/18c9Tfy Request a demo marketing@mintigo.com
  39. 39. Inventory Your Content
  40. 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”