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Beyond “Content is King” – How Successful Organizations Actually Design and Implement Built-to-Last Content Marketing

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We’ve all heard that “Content is King.” You may know that the average B2B buyer gets nearly 60% of the way through the buying process before ever engaging a sales person. But how do you actually create and then use content to generate leads and convert clients?

Over nearly a decade working with some of the most highly regarded brands in the Valley and beyond, Molly Castelazo has experienced the trials and triumphs of content marketing.

In this presentation, Molly shares stories of how successful organizations actually design and implement built-to-last content marketing programs. Expect to come away with best practices and practical tips that you can use to enhance your content marketing program.

Learn about:
- How to overcome the 3 most common content marketing challenges
- Metrics for measuring the effectiveness of your content
- The B2B IT services company that crafted a narrative, not a whitepaper, and realized a 17500% ROI – and other real-life stories
And how you, too, can implement a built-to-last content marketing program for your organization

Published in: Marketing
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Beyond “Content is King” – How Successful Organizations Actually Design and Implement Built-to-Last Content Marketing

  1. 1. Beyond “Content is King” – How Successful Organizations Actually Design and Implement Built-to-Last Content Marketing Arizona Technology Council Lunch and Learn
  2. 2. The plan Expect to come away with best practices and practical tips that you can use this afternoon to enhance your content marketing program Agenda: 1.Content marketing – what it is and why it matters 2.How to overcome the 3 most common content marketing challenges 3. Metrics for measuring the effectiveness of your content 4. The B2B IT services company that crafted a narrative, not a whitepaper, and realized a 17500% ROI @cmmarketing castelazocontent.com
  3. 3. About me Founder & Chief Content Strategist at Castelazo Content Board member of the American Marketing Association and Business Marketing Association e: molly@castelazocontent.com li: linkedin.com/in/mollycastelazo About Castelazo Content We exist to help our clients sell more. We accomplish that by establishing the client as a thought leader – one who leads prospects through the sales cycle by addressing their problems and needs, questions and concerns. The content we develop includes whitepapers, blogs, bylined articles, videos, infographics, and other content that engages prospects, generates leads, and converts leads into clients. castelazocontent.com @cmmarketing @cmmarketing castelazocontent.com
  4. 4. CONTENT MARKETING – WHAT IT IS AND WHY IT MATTERS @cmmarketing castelazocontent.com
  5. 5. Your sales machine An effective sales organization is a machine. But instead of turning raw materials into widgets, it turns prospects into customers. Within the sales machine, many parts contribute to turning prospects into customers. Content is one of them. Watch the Prezi at castelazocontent.com/what-we-do/ @cmmarketing castelazocontent.com
  6. 6. The sales cycle Engage prospects Turn prospects into leads Nurture leads Prospect signs the deal Prospect engages a sales person Social media Articles Blogs Videos White papers Case studies Use cases Articles White papers @cmmarketing castelazocontent.com
  7. 7. “Content is King.” (“Queen,” we say.) “Content is anything that adds value to the reader's life.” – Avinash Kaushik, Google Done right, content helps you Engage prospects Generate leads Convert customers @cmmarketing castelazocontent.com
  8. 8. BUYER PERSONAS @cmmarketing castelazocontent.com
  9. 9. It’s all about your audience “My play was a complete success. The audience was a failure.” – English author Ashleigh Brilliant @cmmarketing castelazocontent.com
  10. 10. Mapping buyer personas The buying process The buyers • Decision maker • Investigator • Influencer Who are they? What problems do they face? What do they expect from a solution? What are their perceived alternatives? What are they looking for when evaluating potential solutions? @cmmarketing castelazocontent.com
  11. 11. PROBLEM-SOLUTION ALIGNMENT MATRIX / MESSAGING MATRIX @cmmarketing castelazocontent.com
  12. 12. Problem-solution alignment matrix Problem Solution Solution Expectations Perceived Barriers Alternatives How Co. Delivers Type of Content Buyer decision maker – Janet, VP of Operations @cmmarketing castelazocontent.com
  13. 13. Messaging matrix @cmmarketing castelazocontent.com
  14. 14. COMPETITIVE CONTENT ANALYSIS @cmmarketing castelazocontent.com
  15. 15. Competitive content analysis @cmmarketing castelazocontent.com • Channel • Delivery Method • Content Type • Author • Main Topic • Engagement • Audience • Depth • Relevance • Sophistication • Technicality • CTA • General perceptions
  16. 16. HOW TO OVERCOME THE 3 MOST COMMON CONTENT MARKETING CHALLENGES @cmmarketing castelazocontent.com
  17. 17. Content marketing challenge #1: A burdensome review & approval process How to overcome the challenge: 1. Organization. And process. 2. Regular communication. 3. Technology (novel idea!) @cmmarketing castelazocontent.com
  18. 18. Content marketing challenge #2: No one can explain what you do While you need a writer who can understand the language you speak, you also need that person to be able to speak the language your target audience speaks. @cmmarketing castelazocontent.com
  19. 19. Content marketing challenge #3: Not having enough fodder Some call it drafting, others call it newsjacking, but the principle is that we take a little of your thought leadership and mix it in with a big dose of commentary on whatever everyone else is talking about at the moment. @cmmarketing castelazocontent.com
  20. 20. METRICS FOR MEASURING THE EFFECTIVENESS OF YOUR CONTENT THROUGH THE SALES CYCLE @cmmarketing castelazocontent.com
  21. 21. Measuring engagement Source Metrics Website Unique visitors, average time on site, average pageviews/visit, referral sources Blog Unique visitors, average time on blog, average pageviews/visit, referral sources, traffic flow (after exiting blog), blog engagement (commenting, sharing) Social media Page likes/follows, post likes/shares/comments, click-thrus Advertising Click-thru rate, cost-per-click or cost-per- impression, referral sources = total # of prospects engaged @cmmarketing castelazocontent.com
  22. 22. Measuring lead generation Source Metrics Landing pages Unique visitors, average time on page, form submissions (and/or other call-to-action responses), referral sources Webinars # of attendees, referral sources Events # of attendees, referral sources Downloadable content # of downloads, referral sources Call-to-action responses # of responses, referral sources = total # of leads generated (aka Marketing Qualified Leads or MQLs) @cmmarketing castelazocontent.com
  23. 23. Measuring lead nurturing Source Metrics Website Visits, pageviews, time on site, traffic flow Social media Page likes/follows, post likes/shares/comments, click-thrus Webinars # of attendees Downloadable content # of downloads Blog Visits, pageviews, time on blog, traffic flow, blog engagement Emails Open rate, click-thru rate Events # of attendees Phone calls # of sales calls, # of meetings set = total # of leads nurtured through sales cycle (aka Sales Qualified Leads or SQL) @cmmarketing castelazocontent.com
  24. 24. Measuring ROI Source Metrics Estimated lifetime value For ongoing engagements, this is monthly recurring revenue × average length of engagement Cost of acquisition Cost of all client acquisition-centric sales and marketing activities Estimated lifetime value Cost of acquisition = ROI @cmmarketing castelazocontent.com
  25. 25. THE B2B IT SERVICES COMPANY THAT CRAFTED A NARRATIVE, NOT A WHITEPAPER, AND REALIZED A 17500% ROI @cmmarketing castelazocontent.com
  26. 26. Your buyers are people. And people like stories. The whitepaper was the most successful that the client had ever published, resulting in: • 20% uptick in prospect engagement • 5 discovery calls for the sales team • 2 closed deals In all, the client saw a return of $1.75 million on the cost of developing and marketing the whitepaper, for an ROI of 17500%. @cmmarketing castelazocontent.com
  27. 27. Taking this home For the majority of the sales cycle, your content is your sales person Done right, content helps you Engage prospects Generate leads Convert customers To overcome a burdensome review & approval process: get organized; communicate; and leverage technology To overcome the “no one knows what we do” challenge, think like a journalist To overcome the “not enough fodder” challenge, think: drafting Measure results of engagement, lead generation, and nurturing activities but remember at the end of the day it’s all about: Estimated lifetime value Cost of acquisition = ROI Finally: Your buyers are people. And people like stories. @cmmarketing castelazocontent.com
  28. 28. Any last comments or questions? Molly Castelazo, Chief Content Strategist castelazocontent.com molly@castelazocontent.com linkedin.com/in/mollycastelazo @cmmarketing

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