This document discusses shifting one's thinking from content creation to asset management in order to focus on returns. It recommends managing existing assets like acquired email lists and remarketing audiences, as well as co-promoting content with industry partners. Tracking engagement data and understanding which 20% of content drives the majority of leads and sales according to Pareto's law is also suggested. Granular analysis of promotion channels can reveal which sources are truly performing best rather than false assumptions. A minor re-focus or "fine tuning" may significantly boost lead generation versus a major strategic overhaul.

1. Stop content marketing.
Start asset managing.

2. Content marketing is fun.
We tell stories.
Stories that improve the
lives of our audiences.

3. But let’s face it. All this
effort isn’t a public service.
We do it to get a return.

4. So what could happen if we
shift our thinking to focus on
the return?
Channel our inner city-trader?

5. Mindset shift #1
‘Manage your assets’

6. “I create nothing.”
“I own”.

7. From:
‘What can we create?’
To:
‘What do we already have?’

8. LinkedIn had an
‘asset under
management’ for its
own lead generation
for over three years.
A gift that kept on
giving.

9. What ‘assets under
management’ do you have?
?

10. There are the visible asset classes
1. Your content
2. Email addresses acquired from your
premium content and subscriptions

11. 1. Are you using your acquired
emails to create owned remarketing
audiences?

12. Are you sweating them
hard enough?*
Custom Audiences
Matched Audiences
Tailored Audiences
Customer Match
*GDPR note: Remember
to update your Privacy
Policy to disclose your use
of third-party advertising
services.

13. 2. Are you working with
others in your industry
ecosystem who are looking to
reach similar audiences?
What assets can you sweat
together?
What content could you co-
promote? Or even co-create?

14. And then there are
invisible assets:
Are you strategically managing
audiences captured with
remarking pixels?

15. The audiences who have visited your open
access content.
You don’t know who they are. But you do
know:
- Where they are in the buying cycle
- The content topics they are interested in

16. Asset managing your
remarketing audience*
(an example)
*GDPR note: Ensure your
Cookies Policy contains
detailed information
about which cookies you
use that involve
remarketing.

17. 4. Remarketing pixel
List Remarketing nurture
Engaged
Interested
Converted
Audience
Conversion
Visited blog page
(known topic of interest)
Visited landing page
(did not convert)
Submitted email address for premium
content
Hard
offer
1 - 10 days 10 -20 days 30- 45 days
Hard
offer
Premium
content
Related
blog
Premium
content
Related
blog
Premium
content
Related
blog
Related
blog

18. Mindset shift #2
‘Inspect the yield’

19. “What's worth doing is
worth doing for
money”.

20. Change the language
A blog is a blog. It probably won't get your stakeholders too
excited on a marketing performance report.
So change the language.
From: We produced six blogs
To: We created six assets that produced a yield of X
marketing and Y sales leads

21. Inspecting yields
INFOGRAPHIC
765 Engagements
45 MQLs
4 SQLs
ASSET
YIELD
Asset portfolio reporting
1. Ensure the correct UX strategy
is in place for your content
engagement process.
2. Set up the right attribution
model in your analytics platform.

22. Let’s face it…
Content engagement to sales rarely happens immediately
(or in a straight line).
But understanding the yield:
• brings purpose to your content calendar
• helps with building a predictable lead model

23. It’s about knowing exactly
what’s going on.
Which leads us to…

24. Mindset shift #3
Find Pareto

25. “The most important
commodity I know is
information”.

26. Venture capitalists investing in start-ups operate
on the assumption of an 80% failure rate.
Only 20% of their investment portfolio will
generate a return.
But this return is spectacular enough to subsidise
the losses on the 80% that don’t make it.

27. They understand Pareto Law.
20%
80%
And so must
content
marketers.

28. *whisper* 80% isn’t going to make it
80% of your content
80% of your marketing
But it’s OK.
Amazon has a reported 8% conversion rate for
purchases - which is phenomenal.
Or is that a 92% failure rate?

29. It requires process control and discipline to
really understand where the 20% lies.
Getting granular with the data so that
ongoing investments are not made on false
assumptions.

30. A cautionary tale: Investing based upon false
assumption
Google Analytics told a professional services firm that LinkedIn was its
highest performing channel.
Capitalising on this insight, they invested heavily in sponsored updates for
content promotion.
But a new programme of activity based on granular tracking revealed a
surprising truth…

31. The majority of those leads were being
generated via the status updates of a single
individual.

32. How to get the true Pareto picture
1. Set up a Google Analytics UTM protocol across
all programme activity.
2. Put operational processes in place so that all
content promotion activity is tracked backed to it.
3. Understand what’s really driving ROI…

33. Example analysis
Organic Promotion -
Social Champion Activity Engagements MQLs SQLs Analysis
John Smith
Sales Director
LinkedIn status
update to promote
[Content X]
240 13 1
Diagnosis
John has recently joined from a close
competitor and brings significant
relationship equity via a broad
LinkedIn network.
Action
This channel should be mandatory for
ongoing content promotion activity.

34. “I look at a hundred
deals a day. I pick
one.”

35. Could your content
marketing efforts deliver a
higher return?
Sometimes a major strategic overhaul isn’t required.
A fresh perspective and a little fine tuning could be
enough to dramatically boost your lead gen
performance.
Request your free eight-point Fine Tuning Report*
www.contentology.co.uk/offer/

36. www.contentology.co.uk