Content Marketing Best Practices
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Tania O'Connor, Lead Marketing Consultant, Marketo
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Content Marketing Best Practices
- 1. Content Marketing – best practices Tania O’Connor, Lead Consultant, Marketo EMEA
- 2. Agenda • What do we consider in Marketo Marketing? • How do I get started? • Some cool examples from Marketo clients
- 3. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. Marketo Program Mix - TOFU
- 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 4/7/2016
- 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 4/7/2016
- 6. Getting started – Content Marketing
- 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 4/7/2016 Getting started – ask the questions
- 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 4/7/2016 Think about it: What groups are we targeting? What is the initial call to action (CTA)? What is our ultimate goal? What information should we try and gather?
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 4/7/2016
- 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 4/7/2016 Content Marketing should be STRATEGIC
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 4/7/2016 Strategic ROI: the Marketo Engagement Program • Plan a customer journey • Target people based on behaviours and preferences • Respond based on behaviours
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 4/7/2016 Engagement program for new leads • Stream 1: Introductory emails • Stream 2: Pulls in people who click links about topic A • Stream 3: Pulls in people who click links about topic B • Etc… Case Study 1:
- 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 4/7/2016 Result: • Each of these is a nurture stream Email Name % Opened % Clicked Clicked to Opened Ratio Email 1: Introduction 17.6% 0.1% 0.7% Clicked link about topic D 42.3% 19.2% 45.5% Clicked link about topic B 15.5% 0.1% 0.8% Clicked link about topic C 12.6% 0.2% 1.4% Clicked link about topic A 16.4% 0.2% 0.9%
- 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 4/7/2016 Case study 2 2 Engagement programs • Program 1 targets: according to Demographics • Job title • Industry • Region • Program 2 targets: according to Behaviour • Opt-ins for subject matter (5%) • Participants in online events on subject matter (40%) • Downloaded relevant pdfs (55%)
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 4/7/2016 Case Study 2 Some testing we did in the Engagement programs: Behavioral Demographic Engagement Score % Delivered % Opened % Clicked Clicked / Opened Demographic 41 99 55 8 16 Behavioral 60 98 43 16 38
- 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 4/7/2016 Now to a work in progress…
Editor's Notes
- Let’s talk about where all these targets come from. How are we generating our targets. This is a report pulled right out of our analytics, with real actual data, and It shows which channels are generating targets for us at the top of the funnel. This is a screenshot out of Marketo, so across various channels, what are the number of targets generated, what is the investment per target for that channel (and I am only counting program dollars there, so not counting people’s time). The % opps, or the % of the targets that become opportunities. The index tells us how efficient each channel is at creating opportunities. Index is simply the % opp number presented as an index versus the average. So take the inbound web channel. The 2.5 index means that targets generated from the inbound channel are 2.5 times more likely to become an opportunity as compared to the average across channels. And then days to opp is how long it take them on average, how long do I have to nurture prospects from each channel, before they become an opportunity.