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  1. 1. he Co nte nt Mar ket ing s to TMan ife bound Y our Key to In ess M arketing Succ by Chad Pollitt, Director of Inbound Marketing 2012
  2. 2. Table of Contents Forward ....................................................................................................................................... 1 About the Author & Publisher .......................................................................................... 2 Introduction: What is Content Marketing? ............................................................. 3 4 Reasons to Deploy Content Marketing.....................................................................4-5 Search Engine Optimization, Referral Traffic, Social Media Marketing & Sentiment Management The Content Marketing Landscape................................................................................6-10 Organizational Goals, Measurement Criteria, Spending, Impact of Blogging Content Marketing by the Numbers..............................................................................11-19 Traffic & Lead Trends for Organic Search, Social Media, Direct & Referrals The 22 C’s of Content Marketing.........................................................................................20-42 Conclusion..................................................................................................................................43 Glossary........................................................................................................................................44 Resources....................................................................................................................................45 The Content Marketing Manifes to
  3. 3. Forward by Chris Knipper, CEO of Kuno CreativeThe Content Marketing Manifesto is about content and why you should be creating, sharing and publishingas much of it as possible. Kuno Creative recently won a HubSpot Partner Award for “Drinking Our Own Champagne”because we practice what we preach. We get nearly all of our leads from inbound marketing, and our content iswhat drives those sales leads into our sales funnel.This eBook accomplishes two important goals: 1) To teach our clients, prospective clients and the general public how to implement content marketing the correct way. 2) To attract new prospective customers into our own pipeline.These goals are the essence of content marketing and the backbone of inbound marketing when combinedwith social media marketing, lead generation and analytics.Our agency transformed itself from a traditional marketing agency into an inbound marketing agency becausewe know one fundamental thing – it works. We hope you enjoy the Manifesto. - Chris Knipper, CEO The Content Marketing Manifes to 1
  4. 4. About the Author Chad Pollitt is a decorated veteran of Operation Iraqi Freedom, an Army National Guard Commander and Kuno Creative’s Director of Inbound Marketing. His writings and articles have been published in dozens of newspapers, magazines and websites throughout the world. With more than 10 million dollars of tracked ROI for SEO alone, he has been a guest lecturer, syndicated blogger, keynote presenter and featured on multiple radio shows, websites, podcasts and in The Wall Street Journal. the PublisherKuno Creative (Kuno), formed in 2000, started out as a marketing agency For information on inboundfocused on helping businesses in Northeast Ohio. Since then, the company marketing services pleasehas grown its client base to include companies throughout the U.S., Canada, contact us at (800) 303-0806 orEurope and the Far East. www.kunocreative.comKuno’s marketing model revolves around creating relevant, helpful content appealing, professional designs. Our experts in inbound marketing, engine optimization, social media marketing, mobile marketing, marketing and online advertising distribute content on a widevariety of relevant channels to find and convert qualified leads.2
  5. 5. What is Content Marketing?Content marketing is the fuel that drives successfulinbound marketing, social media marketing and searchengine optimization. With consumers becoming moreadvanced and demanding, it is up to brands to quenchtheir expectations with content. Content marketing is the creation and sharing of content in order to engage current and potential consumer bases. Delivering high-quality, relevant and valuable content to prospects and customers drives profitable consumer action. - paraphrased from Wikipedia The Content Marketing Manifes to 3
  6. 6. 4 Reasons to Deploy Content MarketingCompanies are recognizing the power of telling a story, solving problems andentertaining on the web. Tactically, content marketing provides benefits that span across the many disciplinesof Internet marketing, too.It can improve and increase most of the positive metrics associated with website success while minimizing or eliminatingthose negative metrics. From referral traffic to lead conversions, content marketing powers many of the top web destinationsin the world today. Below are four major reasons why content is the foundation of inbound marketing.1. Search Engine Optimization (SEO) In 2011, Google ushered in many algorithm and indexing updates that mostly favored frequently published, unique and popular content. The end result is that content marketing is required in order to drive traffic from the greatest number of keywords to a website. It is also the catalyst that drives natural link building. According to SEOmoz’s 2011 Search Engine Ranking Factors Report, content marketing can have an 82% impact on a website’s ability to rank in the search engine results pages. This is acheived because content marketing positively affects inbound links, keyword usage (URL/on-page), social media and brand popularity. The Content Marketing4 Manifes to
  7. 7. 2. Referral Traffic Good problem-solving and/or entertaining content is natural link and syndication bait; other websites and blogs want to link to it. Content marketing drives referral traffic, which tends to convert at a three-to-five times greater conversion rate than organic search traffic.3. Social Media Marketing Mike Volpe, CMO of HubSpot, once said, “Without content a social media campaign is hollow.” Without real problem-solving and/or entertaining content to post in social media, what would a brand share? Other people’s content or conversation would be the resulting content. This neither tells the brand’s story nor converts community members to leads in a scalable and trackable fashion.4. Reputation & Sentiment Management If you don’t tell your brand’s story someone else will. In fact, it’s being told right now online. Brands can choose to either lead the conversation, which builds trust, positive sentiment and brand equity, or trust that job to others with little or no stake in the brand’s success. The Content Marketing Manifes to 5
  8. 8. The Content Marketing LandscapeThe Differences in INDUSTRIES WITH THE HIGHEST RATES OF CONTENTContent Marketing Usage (By Tactic) MARKETING ADOPTION Professional Services Blogs 94% Videos Computing/Software 93% White Papers Advertising/Marketing 89% Print Magazines HealthcarePrint Newsletters 89% Business Services eBooks 2011 2010 84% Manufacturing/ 10 20 30 40 50 60 70 80 ProcessingB2B Content Marketing: 2012 Benchmarks, Budgets and Trends 83% The Content Marketingwww.contentmarketinginstitute.com6 Manifes to
  9. 9. The Content Marketing LandscapeOrganizational Goals forContent Marketing Brand Awareness 68% Customer Acquisition 68% Lead Generation 66% Customer Retention/Loyalty 61% Website Traffic 56% Engagement 55% Thought Leadership 55% Sales 47% Lead Management 39% B2B Content Marketing: 2012 Benchmarks, Budgets and Trends The Content Marketing Manifes to 7
  10. 10. The Content Marketing LandscapeMeasurement Criteria for Content MarketingContent Marketing Success Spending (Over Next 12 Months) Web Traffic 58% 11% Sales Lead Quality 49% 9% Direct Sales 41% 3% Sales Lead Quantity 41% 49% Qualitative Customer Feedback 40% 28% SEO Ranking 40% Inbound Links 30% B2B Content Marketing: 2012 Benchmarks, Budgets and Trends Significant Decrease Increase Increase Unsure The Content Marketing Manifes to Remain the Same8
  11. 11. The Content Marketing LandscapeBlog Frequency 100%& Customer Acquisition 92%(% of blog users who acquired a customer through their blog) 78% 70% 66% 50% 56% 43% Less Than Monthly Weekly 2-3 Times Daily Multiple 0% Monthly Per Week Times a Day The 2012 State of Inbound Marketing • The Content Marketing Manifes to 9
  12. 12. The Content Marketing Landscape 81% rated their blog as USEFUL or BETTER The Importance of Blogging Critical Important Useful 25% 34% 22% The 2012 State of Inbound Marketing • The Content Marketing10 Manifes to
  13. 13. Content Marketing by the NumbersKuno recently did a thorough, 37-month examination of its website analytics. This ledto splitting the data in half, pre-content marketing and full-fledged content marketing, in order tocompare and contrast the effects content marketing has on a website’s traffic and conversionsacross several inbound channels. The following is a breakdown ofwebsite traffic & leads over time...2 to 3 5 to 10BLOG POSTS BLOG POSTS vs.PER WEEK PER WEEK+2 White Papers/year +12 White Papers/year +1 Webinar /month +1 Video /month The Content MarketingManifes to 11
  14. 14. A Look at the Numbers Organic Search Traffic Mar 1, 2009 - Mar 30, 2012 Visits 5,000 2 to 3 5 to 10 4,000 BLOG POSTS BLOG POSTS PER WEEK PER WEEK 3,000 2,000 1,000 Mar 2009 Jul 2009 Nov 2009 Mar 2010 Jul 2010 Nov 2010 Mar 2011 Jul 2011 Nov 2011 The Content Marketing12 Manifes to
  15. 15. A Look at the Numbers Organic Search Leads Mar 1, 2009 - Mar 30, 2012Leads 90 2 to 3 5 to 10 80 BLOG POSTS BLOG POSTS 70 PER WEEK PER WEEK 60 50 40 30 20 10 Mar 2009 Jul 2009 Nov 2009 Mar 2010 Jul 2010 Nov 2010 Mar 2011 Jul 2011 Nov 2011 The Content Marketing Manifes to 13
  16. 16. A Look at the Numbers Social Media Traffic Mar 1, 2009 - Mar 30, 2012 Visits 3,500 2 to 3 5 to 10 3,000 BLOG POSTS BLOG POSTS PER WEEK PER WEEK 2,500 2,000 1,500 1,000 Mar 2009 Jul 2009 Nov 2009 Mar 2010 Jul 2010 Nov 2010 Mar 2011 Jul 2011 Nov 2011 The Content Marketing14 Manifes to
  17. 17. A Look at the Numbers Social Media Leads Mar 1, 2009 - Mar 30, 2012Leads 80 2 to 3 5 to 10 70 BLOG POSTS BLOG POSTS 60 PER WEEK PER WEEK 50 40 30 20 10 Mar 2009 Jul 2009 Nov 2009 Mar 2010 Jul 2010 Nov 2010 Mar 2011 Jul 2011 Nov 2011 The Content Marketing Manifes to 15
  18. 18. A Look at the Numbers Direct Traffic Mar 1, 2009 - Mar 30, 2012 Visits 8,000 2 to 3 5 to 10 7,000 BLOG POSTS BLOG POSTS 6,000 PER WEEK PER WEEK 5,000 4,000 3,000 2,000 1,000 Mar 2009 Jul 2009 Nov 2009 Mar 2010 Jul 2010 Nov 2010 Mar 2011 Jul 2011 Nov 2011 The Content Marketing16 Manifes to
  19. 19. A Look at the Numbers Direct Leads Mar 1, 2009 - Mar 30, 2012Leads 180 2 to 3 5 to 10 160 BLOG POSTS BLOG POSTS 140 PER WEEK PER WEEK 120 100 80 60 40 20 Mar 2009 Jul 2009 Nov 2009 Mar 2010 Jul 2010 Nov 2010 Mar 2011 Jul 2011 Nov 2011 The Content Marketing Manifes to 17
  20. 20. A Look at the Numbers Referral Traffic Mar 1, 2009 - Mar 30, 2012 Visits 2,500 2 to 3 5 to 10 2,000 BLOG POSTS BLOG POSTS PER WEEK PER WEEK 1,500 1,000 500 Mar 2009 Jul 2009 Nov 2009 Mar 2010 Jul 2010 Nov 2010 Mar 2011 Jul 2011 Nov 2011 The Content Marketing18 Manifes to
  21. 21. A Look at the Numbers Referral Leads Mar 1, 2009 - Mar 30, 2012Leads 180 2 to 3 5 to 10 160 BLOG POSTS BLOG POSTS 140 PER WEEK PER WEEK 120 100 80 60 40 20 Mar 2009 Jul 2009 Nov 2009 Mar 2010 Jul 2010 Nov 2010 Mar 2011 Jul 2011 Nov 2011 The Content Marketing Manifes to 19
  22. 22. The 22 C’s of Content MarketingArmed with the 22 C’s of content marketing, you’ll be able to deploy more powerful and efficientcampaigns that tell your brand’s story, solve consumers’ problems and/or entertain them in a robustand profitable fashion. They can help your marketing team grow most of the progressive metrics associatedwith online marketing success and can serve as a guide and checklist for deployment. From searchengine optimization and referral traffic to social media marketing and sentiment management, contentmarketing has proven to be one of the most efficient ways for harvesting online marketing benefits.In order to deploy content marketing successfully, consider these 22 C’s. . . The Content Marketing20 Manifes to
  23. 23. 1 ContentThere is no content marketingwithout content.Content can take many forms, including blog posts, videos, podcasts,webinars, press releases, infographics, newsletters, whitepapers,downloads, guides, cheat sheets, ezines, ebooks, etc.The more diverse the deployment the better. The Content Marketing Manifes to 21
  24. 24. 2 ConsistencyIn order to be successful, contentmust be deployed consistently.This can be three times per week, three times perday or somewhere in between. According to HubSpot,the number of customers acquired through a blogis directly related to blog post frequency. Beingconsistent in content marketing will makecustomer acquisition more consistent, too. The Content Marketing22 Manifes to
  25. 25. 3 ContinuousContent marketing isn’t a campaign rolledout and ended over the course of a fewmonths only to be started up again a year later.It’s an ongoing deployment that evolves, adjusts and tells thestory of a brand overtime. The Content Marketing Manifes to 23
  26. 26. 4 CongruencyThere should never be amessage conflict within orbetween content marketingefforts and other marketingefforts. Mixed messaging can havea negative effect on lead acquisition. The Content Marketing24 Manifes to
  27. 27. 5 ClarityThe takeaway from published content should be clear andthe title should, at a minimum, hint to the value proposition.Consumers’ time is valuable andtheir patience online is very short.Never make a content consumerread between the lines tofind meaning. The Content Marketing Manifes to 25
  28. 28. 6 ConsumersContent should focus onthe brand’s consumers,prospective consumers or influencersof consumers. Identify their problems,solve them with content and tell a story.People only use the Internet fortwo reasons: to solve a problem orto be entertained. Online contentmust do one or both to be successful. The Content Marketing26 Manifes to
  29. 29. 7 ContagiousnessGood problem solving and/orentertaining content shouldbe contagious. Make sure it’s easilyshared via social media by including sharebuttons on content pages. Enticing headlinesincrease the likelihood of the content spreadingvirally throughout others’ networks. The Content Marketing Manifes to 27
  30. 30. 8 CompoundingWith more than three years worth ofweb analytics, it is clear that contentmarketing substantiallybenefits both search engine& referral traffic to a website.It is also clear that traffic and conversionincreases from these sources compoundand gain momentum over time and aredirectly related to publishing frequency. The Content Marketing28 Manifes to
  31. 31. 9 CompulsoryGiven the current state ofSEO, content marketingisn’t optional for doing wellin search engines anymore.It’s an absolute requirement for maximizingthe number of keyword phrases that drivetraffic to a website. The Content Marketing Manifes to 29
  32. 32. 10 CooperationIt’s not necessary to solely rely oninternal staff to develop content. In fact,it’s a good idea to bring in a vendor to help offset contentproduction gaps. It’s also recommended to have a guestcontributor program and actively seek out influencers andindustry experts to help contribute to the content marketingcampaign. Lastly, don’t forget to get buy-in from the topdown. Good content marketing campaigns havecontributions from the CEO to the engineer. The Content Marketing30 Manifes to
  33. 33. 11 CapacityThe capacity to producecontent is limited in everyorganization. It’s important todevelop programs that help increase acompany’s publishing capacity. That caninclude an incentive program for employeesto participate, hiring new people, outsourcing,user-generated content, ghost writers, etc. The Content Marketing Manifes to 31
  34. 34. 12 CapitalThis is hard for many to believe, but the content producedin a content marketing campaign can be anappreciable asset. It’s the gift that keeps on giving – Capital.Google and the other search engines may continue to drive traffic to acontent page for years after publication. Referring websites thatlink to the content will most likely maintain that linkforever. Lastly, the content produced, regardlessof when, can be shared with prospects by the salesstaff to overcome objections in order to nurtureprospects down the funnel. The Content Marketing32 Manifes to
  35. 35. 13 ConcurrentlyWith capacity being a challenge across all organizations, it iscritical to create content concurrently. Most call this content repurposing.Rather than making one stand-alone slide presentation for a webinar, consider taking each slideand using it to produce blog posts. Also, consider taking a series of blog posts and using it to createa whitepaper. The possibilities are virtually endless. The keyis to identify up front in the content planning processhow many different types of content can come outof one or more finished products. Have arepurposing plan and schedule. The Content Marketing Manifes to 33
  36. 36. 14 CurrencyYou can’t convert anyone on a websiteif there is no currency for the quidpro quo transaction behind a form.A website’s currency is either some type of tangibleor intangible value proposition: Tangible assetsreside on ecommerce websites while intangiblevalue propositions come in the form of whitepapers,guides, cheat sheets, ebooks, case studies, and anyother advanced content. Visitors’ currency is eithertheir money or an email address. The Content Marketing34 Manifes to
  37. 37. 15 ComponentContent marketing is a component or part of a larger andbroader strategy known as inbound marketing. In fact, it is partof the foundation of inbound marketing that also includes social media marketingand search engine optimization. Inbound marketing is alsoknown as pull marketing or earned media. Outboundmarketing, also known as push marketing,includes tactics like online banner ads andmedia buys, pay per click advertising,direct mail, newspaper ads, TV commercials,billboards and call centers. The Content Marketing Manifes to 35
  38. 38. 16 CompositionIt’s a misnomer that since contentis being published online, a laissez-faire writing style and approach isacceptable. Online content should follow all ofthe same composition rules followed by traditionalmedia sources. These rules can be adopted using theAP Style Guide and/or existing company governance. The Content Marketing36 Manifes to
  39. 39. 17 Call-to-ActionVisitors to a website need to betold what to do next. CTAs are themost effective way to draw attention to advancedcontent, moral bribes or unique value propositionswhile telling visitors to download, sign up, watch orlisten. They can be deployed using graphics, audioinstruction in a video, or lines of text in a blog post,whitepaper or download. CTAs allow contentmarketers to optimize profitable website action. The Content Marketing Manifes to 37
  40. 40. 18 CannibalismSince publishing frequency and consistency are so important forcompounding positive online momentum over time, it’s importantto create spacing through publication timing between similarcontent categories and topics.The content categories will be defined by thebrand’s expertise. By publishing similar contenton top of each other, a cannibalizationof conversions, leads andcustomers can occur. The Content Marketing38 Manifes to
  41. 41. 19 CoachA championship team always has a coach.In the case of content marketing, a content coach should fillthe role of controller, editor, manager, director andsupervisor. They should foster competition andpride while leading the content producers intheir marketing efforts. The Content Marketing Manifes to 39
  42. 42. 20 CorrespondentDeveloping a company culture that bestowsthe title of brand correspondent on all employees can bea powerful way to acquire quality, passion-filled content.If it’s not part of the culture, don’t expecthigh levels of quality contribution. The Content Marketing40 Manifes to
  43. 43. 21Of course, creativity is in the eye of the beholder.However, it’s also the secret sauce that makesa piece of content popular and desirable.It can be reflected online in the written word, video, audio, graphicsand artwork. While most ideas distributed across the Internet in theform of content are not new, the most popular are successful becausethey were developed in a unique and creative way. The Content Marketing Manifes to 41
  44. 44. 22 CalendarSaving the best for last,a content publishingschedule, complete with due dates,topics and go-live dates, is critical tosuccessful content marketing. It holdspeople accountable and keeps thingsmoving forward. The Content Marketing42 Manifes to
  45. 45. ConclusionContent marketing has a positive effect on organic search, referral and direct traffic while building social media reach andsolidifying brands as industry thought leaders. Consumers are relying on the Internet more and more in order to makepurchasing decisions. These facts are becoming more apparent to companies, both B2B and B2C, and budgets areshifting to reflect this.If the aforementioned 22 C’s are considered, acted upon and landing pages deployed, thecontent marketing campaign will improve website traffic, conversions, leads and, ultimately,customers. The only exception to this is if the quality of the content is poor. Even in thecases where the content isn’t very palatable, modest improvements may follow.However, if an organization can’t create quality content and tell a story around its own expertise and passion,it probably isn’t very good at what it does. No amount of content marketing will fix that. - Chad Pollitt The Content Marketing Manifes to 43
  46. 46. GlossaryContent Marketing is the creation Internet Marketing, also known as HubSpot is a venture-fundedand sharing of content in order to engage web marketing, online marketing, or marketing software company basedcurrent and potential consumer bases. e-marketing; is referred to as the marketing in Cambridge, Massachusetts. of products or services over the Internet.Inbound Marketing is a marketing Inbound Channels include, but aren’tstrategy that focuses on attracting Referral Traffic is website traffic from limited to, website traffic from searchprospective customers by offering sources other than search engines, pay-per engines, non-paid social media, referringuseful information. -click advertising, email marketing, direct websites, and in some situations, direct and sometimes social media. sources, mobile sources and email.Social Media Marketing refers tothe process of gaining website traffic Conversion is the act of a website visitor Infographics are graphic visualor attention through social media sites. filling out a form and submitting it. representations of information, data or knowledge.Search Engine Optimization (SEO) Link Building is the process of - Definitions from Wikipediais the process of improving the visibility encouraging and establishing relevant,of a website or a web page in search inbound links to a website, which helpsengines’ “natural,” or un-paid (“organic” it achieve higher ranking with the majoror “algorithmic”), search results. search engines while driving targeted referral traffic. The Content Marketing44 Manifes to
  47. 47. Resources Facebook Twitter Geosocial SEO Mobile Presence for SEO Guide to Cheat Sheet Cheat Sheet Cheat Sheet Cheat Sheet Business Guide Link BuildingDownload! Download! Download! Download! Download! Download!Sales Cheat Sheet LinkedIn Cheatsheet Blog Optimization Playbook Press Release Optimization Guide Download! Download! Download! Download! The Content Marketing Manifes to 45
  48. 48. onte nt Mark eting ife20s12to The CMan 36901 American Way, Suite 2A, Avon, OH 44011 Phone: (440) 934-3690 Toll-free: (800) 303-0806 Copyright ©2012 by Kuno Creative. All rights reserved.