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Presented on: February 10, 2016
Building an ROI-Focused
Content Marketing Program
© 2016 Enilon, Inc. All rights reserved.
Introduction
Overview
2
4 Pillars of
ROI-Focused
Content
Where to
Learn More
© 2016 Enilon, Inc. All rights reserved.
http://bitly.com/content_str
ategy_enilon
3
Meet Enilon
4
© 2016 Enilon, Inc. All rights reserved.
Claire Brunner
Partner & EVP Client
Services
Enilon Introductions:
Jake Jordan
Director, Performance
Marketing Services
5
© 2016 Enilon, Inc. All rights reserved.
The history of us.
2005
Started in a small office
downtown Fort Worth
with a focus on Web
Development and
Search Marketing. THR
was our first client.
2008
Added brand
Strategy and User
Experience to our
service offerings.
2011
Expanded our
Performance Marketing
solutions to include social
and display advertising.
Added mobile
development services.
2012
Added Client Services to
help us manage and lead
clients in this complicated
landscape.
2016
Moving into a bigger
office as we continue
to grow. We continue
to service our first
client, THR.
6
© 2016 Enilon, Inc. All rights reserved.
A grown up digital agency for serious marketers.
7
360° Digital Program
A powerful mix of Digital Design
and Development and
Performance Marketing to create
greater business impact.
Performance
Marketing
Using great data with
the best technology to
deliver better results
every time.
Digital Design &
Development
Building brands that
connect with
customers through
meaningful digital
experiences.
Our Focus
8
Content Marketing for Marketers
9
© 2016 Enilon, Inc. All rights reserved.
Content Marketing should be just as surgical as paid
media buys – in its planning, executing & reporting.
10
Content Marketing for Marketers
4 Pillars of ROI-Focused
Content Marketing
11
© 2016 Enilon, Inc. All rights reserved.
Promotion*
Execution Measurement
4 Pillars of ROI-Focused Content Marketing
12
Strategy*Strategy*
© 2016 Enilon, Inc. All rights reserved.
Promotion*
Execution Measurement
Content Strategy
13
Strategy*
© 2016 Enilon, Inc. All rights reserved.
Climax
Intro
Initializing Incident Resolution
Call To Action
Telling Your Story Using Content Marketing
Content Strategy
14
© 2016 Enilon, Inc. All rights reserved. 15
Content Strategy
The WHO
Data or ideas that
address a problem
Emotional
connections
Videos with story
Research that
connects
Social or
economic issues
Collaboration with
other influencers
Pitch Me With:
© 2016 Enilon, Inc. All rights reserved.
The WHAT
Defining the Intersection of Brand and Customer Communications
What the
brand must
effectively
communicate
What the
customer
wants to
learn and
will share
This
intersection
drives
content
marketing
strategy
RELEVANCE = ROI
Content Strategy
16
via: Content Marketing Institute
© 2016 Enilon, Inc. All rights reserved.
The WHY
Content Strategy
AUDIENCE MEDIA
COMPETITION TRENDS
Gap Analysis Patterns
OpportunitiesAnalytics
17
© 2016 Enilon, Inc. All rights reserved.
via: Content Marketing Institute
The WHERE
B2C Content Marketing Social Media Platform Usage
Facebook 94%
Twitter 82%
YouTube 77%
LinkedIn 76%
Google+ 72%
Instagram 62%
Pinterest 61%
Average
Number Used
7
Content Strategy
18
© 2016 Enilon, Inc. All rights reserved.
via: Content Marketing Institute
The WHERE
LinkedIn 94%
Twitter 87%
Facebook 84%
YouTube 74%
Google+ 62%
Instagram 29%
SlideShare 37%
Average
Number Used
6Pinterest 25%
B2B Content Marketing Social Media Platform Usage
Content Strategy
19
© 2016 Enilon, Inc. All rights reserved.
The HOW
Positive Ratings for Different Content Marketing Formats
via: SmartInsights.com
Blog Post or
Articles
67%
Infographics
41%
Enewsletters or
Online Magazines
48%
Calculators,
Interactive Tools
and Games
18%
Long Form Content,
E.G. Whitepapers,
Ebooks or Industry
Reports
35%
Brand
Engagement/Viral
Videos
29%
Own Community
or Forum
26%
Mobile Specific
Apps or
Engagement
Tools
22%
Animated
Explainer
Videos
36%
Webinars
24%
Apps &
Engagement
Tools
16.3%
Competitions
& Quizzes
22%
Content Strategy
20
© 2016 Enilon, Inc. All rights reserved.
Webinars
24%
Apps &
Engagement
Tools
16.3%
Competitions
& Quizzes
22%
Content Strategy
21
Consumption - Awareness
Pageviews
Views
Listens
Sharing - Awareness
Social shares
Mentions
Lead Generation - Consideration
Drip Campaign signups (Subject)
Event Signups
Sales - Closing
Form Fills
Phone calls
Consumption
Metrics
Sharing
Metrics
Lead
Generation
Metrics
Sales
Metrics
© 2016 Enilon, Inc. All rights reserved.
Strategy* Promotion*
Execution Measurement
Content Promotion
© 2016 Enilon, Inc. All rights reserved.
Great Content Goes Unread
Every Day
Content Promotion Overview
23
“In any given week, less than 0.5% of
Facebook fans engage with the brands
they are fans of.”
Marketing Science
Content Promotion Overview
VIA:HTTP://BLOG.HUBSPOT.COM/BLOG/TABID/6307/BID/33328/21-INTERNET-MARKETING-STATS-THAT-WILL-BLOW-YOUR-MIND.ASPXY
25
26
Content Promotion Overview
26
http://pennystocks.la/internet-in-real-time/
© 2016 Enilon, Inc. All rights reserved.
Content Promotion Overview
Content
Coverage
(Earned Media)
Content
Distribution
(Paid Media)
Content
Broadcasting
(Owned Media)
Media Relations
Influencer Outreach
Bylined Articles
Syndication
Social Media
Email
Native Newsletter
Native Advertising
Native Social
Advertorials
Press Releases
27
© 2016 Enilon, Inc. All rights reserved.
Content Promotion Overview
Owned
(Blog)
28
© 2016 Enilon, Inc. All rights reserved.
Content Promotion Overview
How?
Build an audience of potential clients, brand
enthusiasts and friends and family that like to
share.
Create content pieces that continue the
conversation with clients about their wins and
losses.
*Put someone in charge that LOVES to look for
the next topic.
Owned
(Blog)
Slow Fast
29
© 2016 Enilon, Inc. All rights reserved.
Owned
(Social)
Content Promotion Overview
30
© 2016 Enilon, Inc. All rights reserved.
Content Promotion Overview
How?
Build an audience of potential clients, brand enthusiasts
and friends and family that like to share.
Engage with people in an enthusiastic genuine way.
*Put someone in charge that LOVES to interact with people
Owned
(Social)
Slow Fast
31
© 2016 Enilon, Inc. All rights reserved.
Content Promotion Overview
Owned
(Email)
32
© 2016 Enilon, Inc. All rights reserved.
Content Promotion Overview
How?
Attract potential clients, current clients, and industry
influencers with valuable insights, tools and answers to
common issues defined during strategy.
Ask and listen to your email list to build your content
portfolio.
Respond to requests and suggestions to continue to
build trust and expertise.
Owned
(Email)
Slow Fast
33
© 2016 Enilon, Inc. All rights reserved.
Content Promotion Overview
Owned
(Email)
34
© 2016 Enilon, Inc. All rights reserved.
Content Promotion Overview
Earned
(Guest Post)
35
© 2016 Enilon, Inc. All rights reserved.
Content Promotion Overview
How?
Find potential holes and desired content on larger
online publications where your audience is already
reading.
Use current connections to get introductions to
people that make decisions.
Use social media relationship building to get to know
the editors for publications you want to be in.
Earned
(Guest Post)
Slow Fast
36
© 2016 Enilon, Inc. All rights reserved.
Content Promotion Overview
What are the gaps around ‘content
marketing measurement’ on your
desired guest posting website?
No articles listed?
Let’s reach out and offer one.
Earned
(Guest Post)
37
© 2016 Enilon, Inc. All rights reserved.
Content Promotion Overview
Earned
(Social Media)
38
© 2016 Enilon, Inc. All rights reserved.
Content Promotion Overview
How?
Find industry influencers or publishers that like to
curate or share content openly.
Locate influencers that speak to your audience in an
ancillary market and build relationships over time.
Use popular business publishing engines like
LinkedIn or Market publications that will gain natural
shares.
Earned
(Social Media)
Slow Fast
39
© 2016 Enilon, Inc. All rights reserved.
Content Promotion Overview
Earned
(Social)
40
© 2016 Enilon, Inc. All rights reserved.
Content Promotion Overview
Earned
HOW TO DO INFLUENCER MARKETING
Step 1 – Research your influencers
Step 2 – Add them to the Engagement Pipeline
Step 3 – Follow influencers every which way
Step 4 – Connect by being human and authentic
Step 5 – Help influencers before asking for help
Step 6 – Develop the ask
Step 7 – Keep the relationship alive
41
© 2016 Enilon, Inc. All rights reserved.
Content Promotion Overview
Paid
(Recommended
Content)
42
© 2016 Enilon, Inc. All rights reserved.
Content Promotion Overview
How?
Define an audience that you KNOW turns into
customers then find out publications they read.
Write great headlines to attract people to content that
helps them solves problems
Test different content and ad copy to get the best
results
Repeat across multiple publications and funnel media
spend to best performing platform.
Paid
(Recommended Content)
Slow Fast
43
© 2016 Enilon, Inc. All rights reserved.
Content Promotion Overview
Paid
(Recommended Content)
44
© 2016 Enilon, Inc. All rights reserved.
Content Promotion Overview
Paid
(Sponsored Content)
45
© 2016 Enilon, Inc. All rights reserved.
Content Promotion Overview
How?
Define an audience that you KNOW turns into customers.
Promote content that answers common roadblocks to your
service/product.
Test different content and ad copy to get the best results.
Repeat across multiple audiences and funnel media spend
to best performing audiences.
Paid
(Sponsored Content)
Slow Fast
46
Understanding ROI
47
© 2016 Enilon, Inc. All rights reserved.
ROI/EFFORT
EFFORT
Month 1 Month 6
Month 12
Investment Required
Returns Generated
The Gap of
Disappointment
48
Questions
49
Thank You
© 2016 Enilon, Inc. All rights reserved.
© 2016 Enilon, Inc. All rights reserved.
Want the checklist for the other
two sections we didn’t cover today?
(Content Execution and Measurement)
GRAB IT HERE!

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Building an ROI-focused Content Marketing Program

  • 1. Presented on: February 10, 2016 Building an ROI-Focused Content Marketing Program
  • 2. © 2016 Enilon, Inc. All rights reserved. Introduction Overview 2 4 Pillars of ROI-Focused Content Where to Learn More
  • 3. © 2016 Enilon, Inc. All rights reserved. http://bitly.com/content_str ategy_enilon 3
  • 5. © 2016 Enilon, Inc. All rights reserved. Claire Brunner Partner & EVP Client Services Enilon Introductions: Jake Jordan Director, Performance Marketing Services 5
  • 6. © 2016 Enilon, Inc. All rights reserved. The history of us. 2005 Started in a small office downtown Fort Worth with a focus on Web Development and Search Marketing. THR was our first client. 2008 Added brand Strategy and User Experience to our service offerings. 2011 Expanded our Performance Marketing solutions to include social and display advertising. Added mobile development services. 2012 Added Client Services to help us manage and lead clients in this complicated landscape. 2016 Moving into a bigger office as we continue to grow. We continue to service our first client, THR. 6
  • 7. © 2016 Enilon, Inc. All rights reserved. A grown up digital agency for serious marketers. 7
  • 8. 360° Digital Program A powerful mix of Digital Design and Development and Performance Marketing to create greater business impact. Performance Marketing Using great data with the best technology to deliver better results every time. Digital Design & Development Building brands that connect with customers through meaningful digital experiences. Our Focus 8
  • 9. Content Marketing for Marketers 9
  • 10. © 2016 Enilon, Inc. All rights reserved. Content Marketing should be just as surgical as paid media buys – in its planning, executing & reporting. 10 Content Marketing for Marketers
  • 11. 4 Pillars of ROI-Focused Content Marketing 11
  • 12. © 2016 Enilon, Inc. All rights reserved. Promotion* Execution Measurement 4 Pillars of ROI-Focused Content Marketing 12 Strategy*Strategy*
  • 13. © 2016 Enilon, Inc. All rights reserved. Promotion* Execution Measurement Content Strategy 13 Strategy*
  • 14. © 2016 Enilon, Inc. All rights reserved. Climax Intro Initializing Incident Resolution Call To Action Telling Your Story Using Content Marketing Content Strategy 14
  • 15. © 2016 Enilon, Inc. All rights reserved. 15 Content Strategy The WHO Data or ideas that address a problem Emotional connections Videos with story Research that connects Social or economic issues Collaboration with other influencers Pitch Me With:
  • 16. © 2016 Enilon, Inc. All rights reserved. The WHAT Defining the Intersection of Brand and Customer Communications What the brand must effectively communicate What the customer wants to learn and will share This intersection drives content marketing strategy RELEVANCE = ROI Content Strategy 16 via: Content Marketing Institute
  • 17. © 2016 Enilon, Inc. All rights reserved. The WHY Content Strategy AUDIENCE MEDIA COMPETITION TRENDS Gap Analysis Patterns OpportunitiesAnalytics 17
  • 18. © 2016 Enilon, Inc. All rights reserved. via: Content Marketing Institute The WHERE B2C Content Marketing Social Media Platform Usage Facebook 94% Twitter 82% YouTube 77% LinkedIn 76% Google+ 72% Instagram 62% Pinterest 61% Average Number Used 7 Content Strategy 18
  • 19. © 2016 Enilon, Inc. All rights reserved. via: Content Marketing Institute The WHERE LinkedIn 94% Twitter 87% Facebook 84% YouTube 74% Google+ 62% Instagram 29% SlideShare 37% Average Number Used 6Pinterest 25% B2B Content Marketing Social Media Platform Usage Content Strategy 19
  • 20. © 2016 Enilon, Inc. All rights reserved. The HOW Positive Ratings for Different Content Marketing Formats via: SmartInsights.com Blog Post or Articles 67% Infographics 41% Enewsletters or Online Magazines 48% Calculators, Interactive Tools and Games 18% Long Form Content, E.G. Whitepapers, Ebooks or Industry Reports 35% Brand Engagement/Viral Videos 29% Own Community or Forum 26% Mobile Specific Apps or Engagement Tools 22% Animated Explainer Videos 36% Webinars 24% Apps & Engagement Tools 16.3% Competitions & Quizzes 22% Content Strategy 20
  • 21. © 2016 Enilon, Inc. All rights reserved. Webinars 24% Apps & Engagement Tools 16.3% Competitions & Quizzes 22% Content Strategy 21 Consumption - Awareness Pageviews Views Listens Sharing - Awareness Social shares Mentions Lead Generation - Consideration Drip Campaign signups (Subject) Event Signups Sales - Closing Form Fills Phone calls Consumption Metrics Sharing Metrics Lead Generation Metrics Sales Metrics
  • 22. © 2016 Enilon, Inc. All rights reserved. Strategy* Promotion* Execution Measurement Content Promotion
  • 23. © 2016 Enilon, Inc. All rights reserved. Great Content Goes Unread Every Day Content Promotion Overview 23
  • 24.
  • 25. “In any given week, less than 0.5% of Facebook fans engage with the brands they are fans of.” Marketing Science Content Promotion Overview VIA:HTTP://BLOG.HUBSPOT.COM/BLOG/TABID/6307/BID/33328/21-INTERNET-MARKETING-STATS-THAT-WILL-BLOW-YOUR-MIND.ASPXY 25
  • 27. © 2016 Enilon, Inc. All rights reserved. Content Promotion Overview Content Coverage (Earned Media) Content Distribution (Paid Media) Content Broadcasting (Owned Media) Media Relations Influencer Outreach Bylined Articles Syndication Social Media Email Native Newsletter Native Advertising Native Social Advertorials Press Releases 27
  • 28. © 2016 Enilon, Inc. All rights reserved. Content Promotion Overview Owned (Blog) 28
  • 29. © 2016 Enilon, Inc. All rights reserved. Content Promotion Overview How? Build an audience of potential clients, brand enthusiasts and friends and family that like to share. Create content pieces that continue the conversation with clients about their wins and losses. *Put someone in charge that LOVES to look for the next topic. Owned (Blog) Slow Fast 29
  • 30. © 2016 Enilon, Inc. All rights reserved. Owned (Social) Content Promotion Overview 30
  • 31. © 2016 Enilon, Inc. All rights reserved. Content Promotion Overview How? Build an audience of potential clients, brand enthusiasts and friends and family that like to share. Engage with people in an enthusiastic genuine way. *Put someone in charge that LOVES to interact with people Owned (Social) Slow Fast 31
  • 32. © 2016 Enilon, Inc. All rights reserved. Content Promotion Overview Owned (Email) 32
  • 33. © 2016 Enilon, Inc. All rights reserved. Content Promotion Overview How? Attract potential clients, current clients, and industry influencers with valuable insights, tools and answers to common issues defined during strategy. Ask and listen to your email list to build your content portfolio. Respond to requests and suggestions to continue to build trust and expertise. Owned (Email) Slow Fast 33
  • 34. © 2016 Enilon, Inc. All rights reserved. Content Promotion Overview Owned (Email) 34
  • 35. © 2016 Enilon, Inc. All rights reserved. Content Promotion Overview Earned (Guest Post) 35
  • 36. © 2016 Enilon, Inc. All rights reserved. Content Promotion Overview How? Find potential holes and desired content on larger online publications where your audience is already reading. Use current connections to get introductions to people that make decisions. Use social media relationship building to get to know the editors for publications you want to be in. Earned (Guest Post) Slow Fast 36
  • 37. © 2016 Enilon, Inc. All rights reserved. Content Promotion Overview What are the gaps around ‘content marketing measurement’ on your desired guest posting website? No articles listed? Let’s reach out and offer one. Earned (Guest Post) 37
  • 38. © 2016 Enilon, Inc. All rights reserved. Content Promotion Overview Earned (Social Media) 38
  • 39. © 2016 Enilon, Inc. All rights reserved. Content Promotion Overview How? Find industry influencers or publishers that like to curate or share content openly. Locate influencers that speak to your audience in an ancillary market and build relationships over time. Use popular business publishing engines like LinkedIn or Market publications that will gain natural shares. Earned (Social Media) Slow Fast 39
  • 40. © 2016 Enilon, Inc. All rights reserved. Content Promotion Overview Earned (Social) 40
  • 41. © 2016 Enilon, Inc. All rights reserved. Content Promotion Overview Earned HOW TO DO INFLUENCER MARKETING Step 1 – Research your influencers Step 2 – Add them to the Engagement Pipeline Step 3 – Follow influencers every which way Step 4 – Connect by being human and authentic Step 5 – Help influencers before asking for help Step 6 – Develop the ask Step 7 – Keep the relationship alive 41
  • 42. © 2016 Enilon, Inc. All rights reserved. Content Promotion Overview Paid (Recommended Content) 42
  • 43. © 2016 Enilon, Inc. All rights reserved. Content Promotion Overview How? Define an audience that you KNOW turns into customers then find out publications they read. Write great headlines to attract people to content that helps them solves problems Test different content and ad copy to get the best results Repeat across multiple publications and funnel media spend to best performing platform. Paid (Recommended Content) Slow Fast 43
  • 44. © 2016 Enilon, Inc. All rights reserved. Content Promotion Overview Paid (Recommended Content) 44
  • 45. © 2016 Enilon, Inc. All rights reserved. Content Promotion Overview Paid (Sponsored Content) 45
  • 46. © 2016 Enilon, Inc. All rights reserved. Content Promotion Overview How? Define an audience that you KNOW turns into customers. Promote content that answers common roadblocks to your service/product. Test different content and ad copy to get the best results. Repeat across multiple audiences and funnel media spend to best performing audiences. Paid (Sponsored Content) Slow Fast 46
  • 48. © 2016 Enilon, Inc. All rights reserved. ROI/EFFORT EFFORT Month 1 Month 6 Month 12 Investment Required Returns Generated The Gap of Disappointment 48
  • 51. © 2016 Enilon, Inc. All rights reserved.
  • 52. © 2016 Enilon, Inc. All rights reserved. Want the checklist for the other two sections we didn’t cover today? (Content Execution and Measurement) GRAB IT HERE!