6 Best Practices for Creating a
Content Marketing Strategy

www.act-on.com | @ActOnSoftware | #ActOnSW
Today’s Presenters

Eric Albertson
President
Albertson Performance Group, Inc.

Leo Merle
Marketing Programs Manager
Act-O...
Agenda

• Understanding Content Marketing
• Content is Key to Engagement
• 6 Best Practices
• Resources
• Q&A

www.act-on....
Understanding Content Marketing
Marketers, on average, spend

>25%
of their marketing budget on content

62%

marketing.
–...
Understanding Content Marketing

61%
of consumers say they feel better about
a company that delivers custom content
and th...
Content is Key to Engagement
1.

Stakeholder support from executive team
and key people or departments

2.

Understand you...
6 BEST PRACTICES

www.act-on.com | @ActOnSoftware | #ActOnSW
Best Practice #1

Stakeholder Support

Realistic determination of:
• Investment: time and money
• ROI
• Timeline
• Learnin...
Engaging in What?

The Buying Process

www.act-on.com | @ActOnSoftware | #ActOnSW
Best Practice #2

Understand Your Audience

Select
• Product/Service
• Geography

Survey
• 5-15 customers
for that
product...
Best Practice #3

Identify the Right Content Formula

Status
Quo

Commit
to
Change

Commit to a
Solution

Status Quo
Explo...
Best Practice #4

Create an Editorial Calendar

Core Buying Process

Nurturing

Events
And
Announcements

Adjust
with
Anal...
Best Practice #5

Get Maximum Mileage Out of Your Content
4
1

2

3

5
Key Points
• Easy to get

• Worthwhile to consume
6...
Best Practice #6

Develop a Process for Measuring and Reporting

Simple
•
•
•
•

Raw Leads
Marketing Qualified Leads
Sales...
6 Best Practices for

Creating a Content Marketing Strategy

Get Stakeholder Support

Create an Editorial
Calendar

Unders...
Resources

For a variety of resources: www.act-on.com/resources
www.act-on.com | @ActOnSoftware | #ActOnSW
Current Event

Dreamforce ’13 – San Francisco
Visit us @ booth N1901
Moscone Center
747 Howard Street, San Francisco, CA
w...
Q&A

Eric Albertson
President
Albertson Performance Group, Inc.

Leo Merle
Marketing Programs Manager
Act-On Software, Inc...
Next Steps

Interested in a demo
Call +1 (877) 530-1555
Email sales@act-on.com
Web www.act-on.com

www.act-on.com | @ActOn...
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6 Best Practices for Creating a Content Marketing Strategy

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6 Best Practices for Creating a Content Marketing Strategy

  1. 1. 6 Best Practices for Creating a Content Marketing Strategy www.act-on.com | @ActOnSoftware | #ActOnSW
  2. 2. Today’s Presenters Eric Albertson President Albertson Performance Group, Inc. Leo Merle Marketing Programs Manager Act-On Software, Inc. www.act-on.com | @ActOnSoftware | #ActOnSW
  3. 3. Agenda • Understanding Content Marketing • Content is Key to Engagement • 6 Best Practices • Resources • Q&A www.act-on.com | @ActOnSoftware | #ActOnSW
  4. 4. Understanding Content Marketing Marketers, on average, spend >25% of their marketing budget on content 62% marketing. – B2B Marketing Insider of companies outsource their marketing – up 7% from 2012 – Mashable www.act-on.com | @ActOnSoftware | #ActOnSW content
  5. 5. Understanding Content Marketing 61% of consumers say they feel better about a company that delivers custom content and they are more likely to buy from that company. 90% of consumers find – Custom Content Council custom content useful and 78% believe that organizations providing custom content are interested in building good relationships with them. – TMG Custom Media www.act-on.com | @ActOnSoftware | #ActOnSW
  6. 6. Content is Key to Engagement 1. Stakeholder support from executive team and key people or departments 2. Understand your audience who they are and what they want and need from you. 3. Identify the right content formula to facilitate conversations and take the next steps. 4. Create an editorial calendar to bolster a cohesive story for your audience. 5. Get maximum mileage of content by repurposing through multiple channels. 6. Measuring and reporting key performance indicators tied to the business value of your program. www.act-on.com | @ActOnSoftware | #ActOnSW
  7. 7. 6 BEST PRACTICES www.act-on.com | @ActOnSoftware | #ActOnSW
  8. 8. Best Practice #1 Stakeholder Support Realistic determination of: • Investment: time and money • ROI • Timeline • Learning • Reproducibility www.act-on.com | @ActOnSoftware | #ActOnSW
  9. 9. Engaging in What? The Buying Process www.act-on.com | @ActOnSoftware | #ActOnSW
  10. 10. Best Practice #2 Understand Your Audience Select • Product/Service • Geography Survey • 5-15 customers for that product/service • 2-3 Salespeople • Use-Case • Product Managers • Customer Service www.act-on.com | @ActOnSoftware | #ActOnSW Value Proposition www.meclabs.com
  11. 11. Best Practice #3 Identify the Right Content Formula Status Quo Commit to Change Commit to a Solution Status Quo Explore Options Make the Decision Justify the Decision Remember Perspectives Roles and Personas www.act-on.com | @ActOnSoftware | #ActOnSW
  12. 12. Best Practice #4 Create an Editorial Calendar Core Buying Process Nurturing Events And Announcements Adjust with Analytics • Keep Fresh • Cover all Role Perspectives www.act-on.com | @ActOnSoftware | #ActOnSW
  13. 13. Best Practice #5 Get Maximum Mileage Out of Your Content 4 1 2 3 5 Key Points • Easy to get • Worthwhile to consume 6 • Specific to stat in buying process • Relevant to role/persona www.act-on.com | @ActOnSoftware | #ActOnSW
  14. 14. Best Practice #6 Develop a Process for Measuring and Reporting Simple • • • • Raw Leads Marketing Qualified Leads Sales Qualified Leads Sales Accepted Leads Set weekly targets Counter-measure to fix missed targets Follow the 80/20 rule www.act-on.com | @ActOnSoftware | #ActOnSW
  15. 15. 6 Best Practices for Creating a Content Marketing Strategy Get Stakeholder Support Create an Editorial Calendar Understand Your Audience Get Maximum Mileage Out of Your Content Identify the Right Formula Develop a Process for Measuring and Reporting www.act-on.com | @ActOnSoftware | #ActOnSW
  16. 16. Resources For a variety of resources: www.act-on.com/resources www.act-on.com | @ActOnSoftware | #ActOnSW
  17. 17. Current Event Dreamforce ’13 – San Francisco Visit us @ booth N1901 Moscone Center 747 Howard Street, San Francisco, CA www.act-on.com | @ActOnSoftware | #ActOnSW
  18. 18. Q&A Eric Albertson President Albertson Performance Group, Inc. Leo Merle Marketing Programs Manager Act-On Software, Inc. www.act-on.com | @ActOnSoftware | #ActOnSW
  19. 19. Next Steps Interested in a demo Call +1 (877) 530-1555 Email sales@act-on.com Web www.act-on.com www.act-on.com | @ActOnSoftware | #ActOnSW

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