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How To Generate More Leads with Your Content Marketing

NewsCred
NewsCred

86% of B2B marketers use content marketing to attract and retain customers, but only four in ten think that their efforts are effective (CMI). We're teaming up with Marketo to give you the tools, tactics, and insights you need to make your content marketing a raving success — one your company will not be able to live without.

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How To Use Content Marketing For
Demand Generation
+
How To Use Content Marketing For
Demand Generation
Alicianne Rand
VP, Marketing, NewsCred
@aliciannerand
Heidi Bullock
VP, Demand Generation, Marketo
@heidibullock
#ThinkContent
+
A marketer’s job is many things…
The bottom line:
A marketer’s job is to generate demand.
of B2B and B2C buying
decisions are made before a
buyer ever reaches sales.
70%
Website
Blogs
Newsletters
Lead nurturing
Sponsored email campaigns
Outbound marketing
Advertising
Retargeting
Webinars
Native advertising
Social advertising

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How To Generate More Leads with Your Content Marketing

  • 1. Thanks for joining! We’ll get started in just a few minutes. How To Use Content Marketing For Demand Generation +
  • 2. How To Use Content Marketing For Demand Generation Alicianne Rand VP, Marketing, NewsCred @aliciannerand Heidi Bullock VP, Demand Generation, Marketo @heidibullock #ThinkContent +
  • 3. A marketer’s job is many things…
  • 4. The bottom line: A marketer’s job is to generate demand.
  • 5. of B2B and B2C buying decisions are made before a buyer ever reaches sales. 70%
  • 6. Website Blogs Newsletters Lead nurturing Sponsored email campaigns Outbound marketing Advertising Retargeting Webinars Native advertising Social advertising
  • 7. Today’s customer experience is extremely fragmented.
  • 8. Content fuels the modern marketing engine.
  • 9. Demand generation is not just about customer acquisition. It’s about creating a lifetime of customer happiness.
  • 10. Are you bringing value to the entire customer journey? Top of the Funnel Quality, custom and licensed content focused on helping to answer our customer’s challenges and define the future of content marketing. Often focuses on longtail SEO keywords. Middle of the Funnel High value, original resources created for our Academy. Useful, timely, and also hits on niche topics specific to NewsCred’s offering and solutions. Bottom of the Funnel Custom content converting leads to customers: case studies, product offers, comparison guides, analyst reports, etc. Customer Stage Retaining customers with content specific to their industry and pain points, newsletters, product updates, and tutorials/training Awareness Retain Evaluation Purchase
  • 12. Great content delivers ROI. Source: Hubspot 2014 79% of ‘best-in-class’ B2B marketers rate blogs as the most effective customer acquisition tactic.
  • 13. Great content delivers ROI. Source: Hubspot 2014 Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less.
  • 14. Great content delivers ROI. Source: Hubspot 2014 79% of companies that prioritize content marketing report a positive ROI.
  • 16. So how can you use content marketing to scale your demand generation strategy? Let’s learn from the best.
  • 17. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Identify / Prioritize Your Goals
  • 18. Do not just jump to content tactics… ebooks blog webinars SlideShare white papers infographics I just love infographics!
  • 19. Goals for Content Marketing
  • 20. Set and prioritize your goals Content Marketing Goal Related Metrics Drive thought leadership Ex: Klout, pr mentions, increase in social (Twitter, FB), web traffic spikes post intiative Increase brand awareness Ex: share of voice (can measure share of traffic), increase in social (Twitter, FB) Lead generation Ex: Increase in key metrics (tofu, mofu, bofu) -> # downloads, # leads, # opps Customer acquisition Ex: # new customers, time to acquire Customer retention / loyalty Ex: NPS, #existing customers, renewals, turnover
  • 21. Demand Gen Example Asset Stage Programs Measurement 1 month 3 months 6 months Top 10 Reasons to Consider MA Mid - Stage Nurturing – mid stage track Engagement Score >90 6 MT opps 18K MT pipeline Website Form fill outs on website - 1000 10 FT opps, 14 MT opps 30K FT pipeline, 42K MT pipeline PPC Form fill outs - 1500 4 FT opps, 10 MT opps 12K FT pipeline, 30K MT pipeline Retargeting campaigns – lead score >50 Form fill outs - 300 5 MT opps 15K in MT pipeline Enterprise field event follow up Email ctr 2% - 100 form fill outs 4 MT opps 100K in MT pipeline
  • 22. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Creating The Right Content – 5 Step Plan
  • 23. New! 7 golden rules for content 1. Meaningful to the reader 2. Actionable 3. Sharable 4. Findable 5. Relevant to your company 6. Readable 7. Consistent online and offline
  • 24. Step 1: Buyer Personas + Research Who are you selling to? What do they care about?
  • 25. Step 2: Understand the buyer’s journey
  • 26. Step 3: Know your potential buyer and what matters to them What are their big pain points? How can you help them? What do they respond to? Ex: Is it ‘fun’ or serious?
  • 27. Research data, funny videos, curated lists, infographics, thought leadership Step 4: Map content to buying stage Thought leadership and entertainment to build brand and awareness Tools that help buyers find you when they are looking for solutions Company-specific information to help evaluate and reaffirm selection Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars Pricing, demos, services information, 3rd party reviews, customer case studies Early Stage - Awareness Middle Stage - Evaluation Late Stage - Purchase
  • 28. Step 5: Figure out what you have, what you need
  • 30. Taco Bell Content Strategy Finite set of ingredients….you may not need MORE
  • 31. “Big Rock” content example Definitive Guide to MA: Webinars: Ebooks: Infographics:
  • 32. Content is not just whitepapers! • eBooks • Blog posts • Videos • Podcasts • SlideShare presentations • Infographics • Moving Infographics • Activity books/worksheets • Articles • Webinars • And of course landing pages!
  • 33. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Lead Generation - Examples and Tips
  • 34. Content powers your demand gen engine Good content = Optimized performance Poor content = Suboptimal performance
  • 36. Form Completion for Data Augmentation Hidden Fields
  • 37. The right content per channel matters Source: chicagostyleseo.com
  • 40. Facebook Test a mix of content offers – make sure they are visual! Lighter Harder
  • 41. • In-Video Gating • Adding CTAs • Three key types • Annotations • Pop-Out CTAs • End of Video CTAs Video
  • 42. Slideshare • You have a great deck • Make it very visual and appealing • Use the form for Slideshare
  • 44. Blog - Results From average 14 a week to 145/week - 10X growth!
  • 45. Registration = +18K Attendees = 4,976 Tweets = 2,224 in 4 hours Downloads of Marketo content = 12,112 New Names = 3,194 FT Pipeline - $955K MT Pipeline - $5M Registration = + 4K Attendees = 1464 FT Pipeline = $367K MT Pipeline = $332K Leverage partners
  • 46. The Power of Peer to Peer • Company to Buyer: 33% Trust • Buyer to Buyer: 92% Trust WOW!!
  • 47. Get the most out of your content • Get your users to SHARE • Make every campaign social • Increase your visibility and engagement
  • 48. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Optimize for Mid-Funnel.
  • 49. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. 349 Days on Average
  • 50. Use Lead Scoring Fit Interest Buying Stage Nurture DisqualifyNurturePass to Sales Pass to Sales
  • 51. Early (Pre-Opp) Be a Better Marketer Blog Posts Funny Videos Infographics Thought Leadership Mid (Pre-Opp) Why Marketing Automation Buying Guides RFP Templates ROI Calculators Whitepapers Research Late (Post-Opp) Why Marketo Pricing Demos Video Testimonials Case Studies Content – Story Arcs
  • 52. Define the tactics and cadence
  • 53. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Program ROI
  • 54. Key questions to ask • Which content assets work best for you at TOFU, MOFU, BOFU • Which content assets are best performing for a particular vendor (ex: paid email)? • Which assets are good for bringing in qualified leads? • Which assets are good for opportunity creation? • What content works best in nurturing? • What blog post topics have the best engagement?
  • 55. Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics
  • 56. Downloaded eBook on Analytics Registered for Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with us at Big Tradeshow Connected with Sales Rep First Touch 3 months $100K $100K
  • 57. Downloaded eBook on Analytics Registered for Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with us at Big Tradeshow Connected with Sales Rep Multi Touch 3 months $25K $0 $25K $25K $100K $25K
  • 58. Know what is effective at TOFU vs. MOFU Page FT Revenue MT Revenue Content $410,000 $525,000 Webinars $320,000 $903,000 Tradeshows $325,000 $117,000 More efficient at pushing leads through funnel More efficient at acquiring the right leads
  • 59. Example Website – 23K views, 10,283 downloads Email – 2,730 clicked Slideshare – 7,693 views Social impressions – 1,149 Good BEST
  • 60. Leverage Data to Determine Best Offer For Each Vendor Consider offer data, program goal, content asset, and content stage to make final determination.
  • 61. Content ROI Make sure stakeholders agree on the criteria. Establish Goals and ROI Estimates Up-Front Design Programs to Be Measurable Focus on the Decisions that Improve ROI

Editor's Notes

  1. We’re really excited to be here today. As you may know, NewsCred is a content marketing platform and Marketo specializes in marketing automation. Hopefully, you guys learn a lot from today’s webinar as we both bring different perspective to the table on the content side and the demand generation side. I’m going to go through a few slides and then turn it over to Heidi who will share a really in-depth case study on exactly how Marketo uses content marketing for demand generation.
  2. So I want to start off by just acknowledging the role of the marketer and really just how multi-dimensional our jobs are today. We’re the gatekeepers of… Brand strategy Market Positioning PR Product marketing Lead generation And yet, across all these different functions, our jobs -- at the end of the day -- are actually really simple.
  3. The bottom line is that our job is to generate demand. Our job is to build businesses. It’s to generate revenue and increase sales – and we do this by connecting with the hearts and minds of people – whether it’s inspiring them, entertaining, essentially adding some kind value to their every day lives. What’s changed over the years is not really the role of the marketer but actually, it’s how we go about executing.
  4. We’ve all heard the stat that 70% of the buyers journey happens before a prospect ever reaches sales. This makes marketers so much more accountable for revenue – for capturing attention and sparking interest way before a prospect ever connects with a sales person. Essentially, we’ve seen a power shift --- away from a sales driven engine, to a marketing driven one.
  5. In addition, the number of channels that a marketer now needs to think about is absolutely crazy. You’ve got…. The common denominator between all of this is content.
  6. The customer OWNs their experience. They’re totally in control. Whether it is opting in, Subscribing, following, liking…. Customer journey today IS the content journey. Just for some context… 85% of consumers regularly seek out trusted expert content when considering a purchase. Consumer engage with 11.4 pieces of content prior to making a purchase. Almost 90% of marketers agree that personalize the customer experience is critical to their success. The point is that… If a brand isn’t relevant or interesting, we’re going to just move onto the next thing. The way we execute our demand generation strategy has gotten a lot harder -- we need to create the right content for the right person for the right place.
  7. Today, content fuels the modern marketing engine – it’s the fuel that runs through everything. And it’s what powers your demand generation strategy.
  8. In addition…demand generation is not just about customer acquisition or the first touch. Our jobs as marketers is to give customers what they are looking for throughout the entire journey – even after they buy our product the first time.
  9. So we need to think about content marketing and demand generation across the funnel.
  10. Let me start with what NOT do. Do not just jump into content tactics. This is a tempting place to begin – infographics are fun! – but you will not obtain the results you ultimately want.
  11. It is really crucial to understand what your goals are for content marketing. Here is a chart from CMI and marketing profs that breaks down goals by B2B and B2C. For example, for your business - is it to drive brand awareness or customer acquisition? Maybe it’s both – but be very clear on this with your team and key stakeholders. To me, this is one of the most important exercises because it will inform your entire strategy – all the way from how you distribute your content to how you measure!
  12. Now let’s get even more granular. Here is a chart I made with the respective goals, and then the related metrics. If driving lead gen is your goal – look at # of asset downloads, #of leads and mqls, and # opps associated with the content asset (I will show an example of this late) Hopefully this is a helpful example of what you should put together so feel free to steal this!
  13. Now you have your goals and metrics, it’s time to create your plan.
  14. Before I cover steps, let’s just touch on some fundamentals. If you follow these 7 rules, your content should be pretty solid! First, your content needs to be meaningful to the reader (not promotional, relevant, closes a gap, addresses a pain point) Ask yourself if your content is Actionable (is there a CTA – what do you want them to do?) Sharable (is there a reason to share, do you make it easy?) Findable (metadata and tags) – I’ll go over this one more later – but keep in mind you could have the best piece of content in the world but if no one can find it – that’s a problem! Relevant to your company Readable (is it well-written and in a format your audience prefers?) Lastly, good content should be consistent online and offline (does your sales team, folks at events, or in-store teams have the ability to tell the story?) Now that we have covered those points – let’s get into creating your plan ->
  15. Step one – Know WHO you are selling to I have seen people go crazy on this exercise, but I recommend keeping it simple. While it’s ideal to have specific personas for every person involved in the buying process – it is fine to start with two or three key personas, and work through the process. For example, for if you are selling technical software - you will have the user, the influencer and the buyer. This is a really important step to go through is the exercise to really get to know your buyers. Do your research – look at website engagement analytics, organic traffic, keyword analysis? What is your target audience doing offline? Ask people – what do they care about? What are there biggest challenges? Can also get input from customer facing groups like support or sales. Consider sending a survey Check out the competition
  16. Step 2: Map out what the journey of your buyer persona This is a very important exercise and as you can see from this image, the process can be complex --- but boil it down to something manageable: Awareness Consideration Purchase Understand what questions the buyer is asking at these different time points. What is the information they need and in what format?
  17. Step 3: After you have mapped out your persona’s buyer’s journey – you then want to think about the story you want to be able to tell So it is essential to start with a point of view and be consistent with that viewpoint. Your customer is the hero – not YOU. Storytelling is not intended to be a “selling” tool; it’s a method of building strong relationships with your customers and potential customers over time. Your story identifies what your passions are and serves as the foundation for all your future content developments. Think thought leadership not talking about your products and services. I like to think about it in 3 phases: Compile your data (should have this from the persona exercise) Create a narrative Have a unifying theme- have a point of view- this should be present across all your assets If you want more details or even templates -> CMI is a great resource Make sure you know your potential buyers and what matters to them. When done well, people should thank you for your content – for example, does it educate, inspire, or entertain?
  18. Step 4: Map your content to the right buying stage.
  19. Step 5 –Understand what you ALREADY have. Perform a content audit. You may find you have a lot of great early stage content, but maybe you have less for late stage. Also, make sure to be honest – if an asset is very out dated – you may need to retire it.
  20. Repurpose like taco bell
  21. Keep in mind, content is not just white papers or eBooks! Can be simple and short blog posts, 4 minute videos, infographics, etc.
  22. Now that we have some good tips on content – let’s focus on where certain types of content perform for lead gen
  23. When done well, content will power your lead generation engine. Keep in mind tactics are just the vehicles that deliver your content and message. If you content is not optimized (i.e. right stage, offer, message) then regardless of what channel you use, you will not have as good of results. So, let’s go over a few good pointers for content.
  24. Before we start on tactics – this is just a reminder about form length. Make it easy for people!!! We have data that shows the shorter, the better conversions. A key top of funnel objective is bringing in new names, so make sure you think about your forms. ***Data appending technologies
  25. Reachforce - smartforms
  26. http://www.chicagostyleseo.com/2013/02/choosing-the-right-social-media-channel-for-your-business/
  27. Now here is a personalized remarketing ad
  28. Now let’s move to facebook. It is important to strike that critical balance of offering content that is relevant and adds value – with content that entertains. At Marketo, we like to ask two questions before every Facebook interaction we plan: Does this help our brand's likeability? Is this interesting, engaging, useful content? This slide shows a few examples of some of our promoted posts. We found the magic formula for promoted posts to be this: Clever messaging, with a fun visual, all tied back to a strong offer or piece of content. The timing is important as well. (We have found that posting on Tuesday mornings tend to have the best results.)
  29. Video gating works in the same way as the text-based content you’re familiar with. Generally used on high-value video content like webinars, these gates ask for contact information before the video can be watched. Vidyard used a split test to determine whether adding a call-to-action to the end of their home page video would affect how prospective customers signed up for trial accounts. The findings? Viewers who received the CTA at the end of the video converted to trials at a rate of 21% versus 1% of viewers who didn’t get the CTA. That’s a huge difference! The simple yet effective inclusion of an end-of-video CTA will clearly make an impact on your company’s marketing efforts.
  30. Now let’s start with a few tactics for top of the funnel. SlideShare as many of you know was acquired by LinkedIn in May 2012, and is the world's largest community for sharing presentations, like PowerPoint, videos and webinars. It boasts 60 million monthly visitors and 130 million page views, making it one of the most visited sites on the web today. Here are some SlideShare Tips: Make sure the content you select is in an area where you (or your company) has expertise. Make sure it looks good!!! Use both paid and earned media in your promotion strategy. Leverage the ability to present the viewer with a form (as you can see here on this slide)
  31. Think about your blog. Do you have a good methodology for collecting names? By adding the sign up for email updates we saw a nice lift.
  32. From average 14 a week to 145/week - 10X growth!
  33. Content kind of a big deal
  34. Lastly – I want to show you data from Marketo. Here you can see how long it takes leads to become opportunities across various channels, and the average is 349 days. That’s almost a year that we need to stay engaged with a potential buyer until an opportunity is created. And that’s really just one stage of the relationship. Once the person becomes a customer, there’s more nurturing to do. Companies nurture existing companies for many reasons, from upsell or cross-sell, to advocacy, and more.
  35. And we score across 3 dimensions. Fit, interest and buying stage. 1. Fit tells me, am I interested in you. 2. Interest tells me, are you interested in me. 3. Buying stage is about the timing. So they need to be interested in me (or my company), and I need to be interested in them. Actually, this is starting to sound a lot like dating, and that’s because it is. And in dating, timing also plays a role. So, maybe they are locked into another solution. Maybe they don’t have the budget. And this all relates to where they are in the buying stage. So when we think about passing a lead to sales, we need to look at fit, interest and timing (or buying stage).
  36. Https://docs.google.com/spreadsheet/ccc?key=0ApzbS2Hifm0ZdE54bmo4N2ozLVN1aF9pNU9qYl9jYUE#gid=0 Example of how we structure content for the tracks
  37. Now that you know who you will segment, you want to identify the type of nurture – for example (pre –MQl) then the right tactics and cadence. I am showing a simple example here. You will notice the tactics are NOT just limited to email.
  38. Step 1: Important to track all touches
  39. Feb 28, 2014 on slideshare
  40. This is an analysis with all the same vendor. Which offer performed better? Important to keep data on WHICH offers perform more effectively for a particular vendor, or even channel.
  41. I think marketers struggle to measure content ROI for two reasons. One is because they might not think about measurement upfront and then fail to create the right structure/framework to measure results. Two, there is not alignment on what metrics matter. For example, if you have to show ROI from a white paper to a CMO, you should probably avoid vanity metrics like downloads, opens, likes, etc. – it is better to show the # of opportunities or pipeline that was created. It is very important to agree on what will be measured and have goals around the content piece. First you need to clearly understand and define the goal for the content. (ex: Is the content being used to build brand awareness or drive leads?) Establish goals and ROI estimates upfront – or you will not know if the results met the respective expectations. 2. Make sure you think about HOW you will measure results. Are you measuring reach, engagement, time on your website, likes, shares, or leads and revenue? 3. Make sure everyone agrees on the criteria. You can measure early stage metrics (ex: sharing) and more late stage like leads/revenue but if stakeholders are not on the same page on what the ROI metric is no one will be happy.
  42. How do millennials find content? Searching on Google: 71%
Facebook: 65%
Instagram: 23%
Twitter: 23%
Pinterest 24%
LinkedIn 12% Millennials basically started posting to Facebook from the womb. Ok, that is an extreme exaggeration. But the truth is, millennials consume content across a number of different platforms, and their favorite platforms change with the wind. Part of maintaining relevancy is putting your content on the right channel. According to NewsCred’s survey, Google and Facebook still win when it comes to searching for content. Facebook also leads the charge when it comes to sharing content for millennials. Yet it is important to marry these insights with the cultural interests of your target millennial. What does that mean for brands? If you are trying to reach millennials between 18-25, odds are they are checking a different platform than if you were trying to reach dads between the ages of 30-35.