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Andreas Ramos and Alok Vasudeva presentation at MarketingCamp San Francisco on Content Marketing.
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MarketingCamp San Francisco
- 1. Use Content Marketing to Reach Your Audience Andreas Ramos Alok Vasudeva March 30, 2013 Content Marketing
- 2. Andreas Ramos • PPC for MIT • SEO for Stanford • Co- founder, Classjunky .com • Adviser to five SV startups • Worked at SUN, SGI, Brio, Acx iom • Author of seven books • Upcoming book on Content Marketing Who We Are Alok Vasudeva • 10+ years in B2B marketing • Expertise in product marketing and marketing communications • Emulex, Hitachi Data Systems, Marconi, Siemens Communications
- 3. Current Books by Andreas
- 4. • 5,000 ads per person daily • 80% of the target audience ignores TV ads (Nielsen) • 63% of the web users use software to block ads (Sequenti.al, 2012) • Unilever spent $6.3m on TV, but reached only 40% (Financial Times) • 61% decide without talking to sales (MarketingSherpa, 2012) • 57% of the purchase decision is made before talking with sales (Eloqua) Problem: Advertising Doesn’t Work
- 5. • 91% of CMOs are using content marketing • 34% of marketing budgets at Fortune 500s • Coca-Cola and Intel Content Marketing Institute B2B Content Marketing, 2013 Solution: Content Marketing
- 7. Traditional marketing is “push marketing” • It is pushed at the audience • It is broadcasted at the audience • Don’t create marketing blah-blah-blah Create useful content that the audience wants • It is content that they want • They seek it out • Find their questions and give them answers • Find out their problems and offer solutions • Examples: FAQs, support, technical documentation What Is Content Marketing?
- 8. Focus on Your Audience
- 9. Use Web 2.0 tools • Search queries on your website • Yahoo! Answers • Quora • Search Twitter and download • Forums in FB, LinkedIn, G+, etc. • Influencer tools (eCairn, EzyInsights) • Word Clouds What Does Your Audience Want? Source: EzyInsights.com
- 10. Text • eNewsletters • Blogs • FAQs • White papers • Books • E-books • Case studies • Tweets • Slideware • News releases Use the Formats that Your Audience Wants Image • Photo essays • Infographics • llustrations Video • Interviews • Demonstrations • Events Audio • Podcasts
- 11. • Business goal • Branding (logo, colors, font) • Unique Value Proposition (UVP) • Target Audience • Use a Brand Guideline document • Where to get one? • andreas.com/marketingcamp.html Use the Basics of Marketing
- 12. Analytics • Adobe Omniture, IBM Coremetrics, Google Analytics E-mail • Add a form to your site • Build your mailing list • ConstantContact, ExactTarget, Responsys, VerticalResponse, MailChi mp Marketing Automation • Moves visitors through your site • Sorts prospects into good or poor • Act-On, Eloqua, Marketo, Pardot, LoopFuse Sales CRM • Manages your sales team’s performance • SAP, salesforce.com, sugarCRM, Zoho Tracking and Metrics
- 13. • KPIs • Cost-per-Lead (CPL) • Cost-per-Acquistion (CPA) • KPIs are for investors • Show that you have a strategy to grow traffic • Show how much it cost to reach the target • Buy your traffic Why Metrics?
- 14. Summary: Why Content Marketing? • Give your audience what they want • Bypass the media • Bypass Google • Control your message
- 15. Get a Free Copy of the Book • ISBN 978-0-9893600-0-5 • Release Date: May 28th • Get this presentation and other resources at: andreas.com/marketingcamp.html
- 16. Thank You • andreas@andreas.com • alok@TheMarketersContinuum.com