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Transforming the Content Standard by Skyword

With traditional advertising on the decline, brands are looking for new ways to engage their audiences. A recent study by Skyword and Researchscape International found that 40 percent of enterprise marketers have expanded their content marketing, and 47 percent have invested in analytics technology over the past year. Join Skyword’s own Content Standard team, Tricia Travaline, Chief Marketing Officer, Ted Karczewski, Managing Editor of the Content Standard, and Adam Vavrek, Director of Marketing Operations, to learn how they transformed their own model to focus on proving the ROI of brand storytelling. Discover how the team: Engages its audience across channels Uses content performance to influence its editorial calendar Follows its audience from first touch point through to conversion

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1©2016 Skyword
Transforming
the Content Standard
2©2016 Skyword
Patricia Travaline
@Travwin
Chief Marketing Officer
Skyword Inc.
Ted Karczewski
@TeddyHK
Managing Editor of the Content Standard
Skyword Inc.
Adam Vavrek
@AVavrek
Director of Marketing Operations
Skyword Inc.
3©2016 Skyword
Questions
Type your
question here
4©2016 Skyword
What Is Transformation?
Mind set • Technology • Structure
5©2016 Skyword
6©2016 Skyword

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Transforming the Content Standard by Skyword

Editor's Notes

  1. How do you explain when things don’t go as planned? And how is it that others are able to achieve things that defy our expectations. What’s at play that makes other organizations successful?
  2. Ultimately, this helped us create a two-pronged editorial strategy that focuses half of the time on the utility needed in content marketing (being both useful and relevant) and the inspiration needed to succeed (by telling entertaining stories).
  3. ----- Meeting Notes (1/25/16 15:36) ----- Adam: Invite
  4. ----- Meeting Notes (3/8/16 13:40) ----- Take out 241 new leads Get rid of top two bullets
  5. Since the lead’s first name is pulled directly into emails, we want to personalize as much as possible so this is an important step.
  6. Can also view which links were clicked, and metrics on nurture emails driving leads to TCS
  7. Leads are cookied either by filling out a form or clicking a link in an email sent via Marketo. Our goal is to cookie as many leads as we can so we can send them supplemental information based on what they are viewing on our site.
  8. Lead Score is based on actions (like web page visits, asset downloads on the website, and engaging at conferences) and demographics (like size of company, job title, location, etc.) Score can either be added or subtracted. For instance, we subtract 20 points if a lead unsubscribes and add twenty points if a lead attends one of our webinars. Leads do not get assigned to Sales unless their Score reaches at least 50.
  9. This saves the sales team time and auto-qualifies them for the sales team. Leads reply asking for a meeting, or for more information, or to say they aren’t ready to talk, or they refer us to the right person to talk to. Very low unsubscribe rate. Less than 1% of leads unsubscribed from this email last year.
  10. We keep a spreadsheet of what we learn about database from A/B email tests. Each database is different.
  11. Another way we are using the Content Standard is through repurposing ebooks Low on MQIs for the quarter so new ways to drive MQIs to the database No budget or time to create new ebook so repurpose for new content from previous articles/content People like content in different ways (articles, ebooks, etc)
  12. In Salesforce, Sales is able to view leads assigned to them who have viewed the most web pages on TCS/Skyword.com. In Salesforce, Sales is able to view leads assigned to them who have viewed the most web pages on TCS/Skyword.com.
  13. Can also view what has comprised of their lead score, and how they have interacted with emails sent thru Marketo.
  14. ----- Meeting Notes (3/8/16 13:40) ----- More about website content
  15. Which articles resonate with our audience? Which links are they clicking on and how many times?
  16. ----- Meeting Notes (3/8/16 13:40) ----- clean for names
  17. ----- Meeting Notes (3/8/16 13:40) ----- McDonalds Arch in back. take out language
  18. Renewals/upsells: New Balance, Anthem/Deutsch, Gazelle, Miller,Dal-tile, Sears, Meredith, Veritix, HP, IBM, MasterCard, ADP, Google, Dassault, CMG – $1.4M (80%) New clients added in Q1: Samsung, ADP, Overstock.com- $382,600 (20%)
  19. Renewals/upsells: New Balance, Anthem/Deutsch, Gazelle, Miller,Dal-tile, Sears, Meredith, Veritix, HP, IBM, MasterCard, ADP, Google, Dassault, CMG – $1.4M (80%) New clients added in Q1: Samsung, ADP, Overstock.com- $382,600 (20%)
  20. Renewals/upsells: New Balance, Anthem/Deutsch, Gazelle, Miller,Dal-tile, Sears, Meredith, Veritix, HP, IBM, MasterCard, ADP, Google, Dassault, CMG – $1.4M (80%) New clients added in Q1: Samsung, ADP, Overstock.com- $382,600 (20%)
  21. Renewals/upsells: New Balance, Anthem/Deutsch, Gazelle, Miller,Dal-tile, Sears, Meredith, Veritix, HP, IBM, MasterCard, ADP, Google, Dassault, CMG – $1.4M (80%) New clients added in Q1: Samsung, ADP, Overstock.com- $382,600 (20%)
  22. Renewals/upsells: New Balance, Anthem/Deutsch, Gazelle, Miller,Dal-tile, Sears, Meredith, Veritix, HP, IBM, MasterCard, ADP, Google, Dassault, CMG – $1.4M (80%) New clients added in Q1: Samsung, ADP, Overstock.com- $382,600 (20%)
  23. Renewals/upsells: New Balance, Anthem/Deutsch, Gazelle, Miller,Dal-tile, Sears, Meredith, Veritix, HP, IBM, MasterCard, ADP, Google, Dassault, CMG – $1.4M (80%) New clients added in Q1: Samsung, ADP, Overstock.com- $382,600 (20%)
  24. Gain insight into which content is driving leads ----- Meeting Notes (3/8/16 13:40) ----- cut
  25. http://bit.ly/ContentStandard