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Agile Content Marketing for Increased Conversions
This document discusses strategies for effective content marketing to drive conversions. It notes that most of the buyer's journey is completed through content consumption before reaching out to sales. It then outlines five main challenges in content marketing and provides tips for addressing each challenge. These include clarifying goals, creating a content plan aligned with buyer personas and journey mapping, identifying optimal content types and channels, and implementing measurement. The document provides examples of how to generate leads through content marketing on various channels like social media, email, blogs, and paid advertising. It emphasizes testing and leveraging data to determine the most effective content assets and programs.
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Agile Content Marketing for Increased Conversions
- 1. © 2013 Marketo,Inc. Marketo Proprietary and Confidential Agile Content Marketing for Increased Conversions Heidi Bullock, Sr. Director Marketo @HeidiBullock
- 2. © 2013 Marketo,Inc. Marketo Proprietary and Confidential Content Marketing!
- 3. © 2013 Marketo,Inc. Marketo Proprietary and Confidential
- 4. Page 4 © 2013Marketo, Inc. Marketo Proprietary and Confidential
- 5. © 2013 Marketo,Inc. Marketo Proprietary and Confidential 66%-90% of the buyer’s journey is complete before that buyer reaches out to a sales person. – Forrester
- 6. © 2013 Marketo,Inc. Marketo Proprietary and Confidential 68% of consumers spend time reading content from a brand they are interested in. – The CMA
- 7. Page 7 © 2013Marketo, Inc. Marketo Proprietary and Confidential Content marketing helps your brand stand out.
- 8. Page 8 © 2013Marketo, Inc. Marketo Proprietary and Confidential …and reduces risk for your buyers.
- 9. © 2013 Marketo,Inc. Marketo Proprietary and Confidential Many marketers think creating great content is challenging.
- 10. Page 10 © 2013Marketo, Inc. Marketo Proprietary and Confidential
- 11. Page 11 © 2013Marketo, Inc. Marketo Proprietary and Confidential 5 Main Challenges 1. Clarity on your goal or purpose 2. Creating your plan – so you have good content that people actually consume 3. Bandwidth / lack of time / producing enough! 4. Identifying optimal channels for your content 5. Measurement – what works?
- 12. © 2013 Marketo,Inc. Marketo Proprietary and Confidential Identify / Prioritize your Goals
- 13. Page 13 © 2013Marketo, Inc. Marketo Proprietary and Confidential
- 14. Page 14 © 2013Marketo, Inc. Marketo Proprietary and Confidential Do not just jump to tactics… PPC blog webinars content syndication I just love Pinterest! email retargeting social
- 15. Page 15 © 2013Marketo, Inc. Marketo Proprietary and Confidential Goals for Content Marketing
- 16. Page 16 © 2013Marketo, Inc. Marketo Proprietary and Confidential Set and prioritize your goals Content Marketing Goal Related Metrics Drive thought leadership Ex: Klout, pr mentions, increase in social (Twitter, FB) Increase brand awareness Ex: share of voice (can measure share of traffic), increase in social (Twitter, FB) Lead generation Ex: Increase in key metrics (tofu, mofu, bofu) -> # downloads, # leads, # opps Customer acquisition Ex: # new customers, time to acquire Customer retention / loyalty Ex: NPS, #existing customers, renewals, turnover
- 17. © 2013 Marketo,Inc. Marketo Proprietary and Confidential Creating your Plan
- 18. Page 18 © 2013Marketo, Inc. Marketo Proprietary and Confidential 5 golden rules for content 1. It is not promotional 2. It is relevant to the reader 3. It closes a gap 4. It is well-written 5. It is relevant to your company
- 19. Page 19 © 2013Marketo, Inc. Marketo Proprietary and Confidential Have a Point of View!
- 20. Page 20 © 2013Marketo, Inc. Marketo Proprietary and Confidential Step 1: Buyer Personas Who are you selling to?
- 21. Page 21 © 2013Marketo, Inc. Marketo Proprietary and Confidential Step 2: Understand the buyer’s journey
- 22. Page 22 © 2013Marketo, Inc. Marketo Proprietary and Confidential Step 3: Create your funnel
- 23. Page 23 © 2013Marketo, Inc. Marketo Proprietary and Confidential Research data, funny videos, curated lists, infographics, thought leadership Step 4: Map content to buying stage Thought leadership and entertainment to build brand and awareness Tools that help buyers find you when they are looking for solutions Company-specific information to help evaluate and reaffirm selection Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars Pricing, demos, services information, 3rd party reviews, customer case studies Early Stage - Awareness Middle Stage - Evaluation Late Stage - Purchase
- 24. Page 24 © 2013Marketo, Inc. Marketo Proprietary and Confidential Use common sense No, it’s our first date! I’m not ready for a trial of your software either! Will you marry me?
- 25. Page 25 © 2013Marketo, Inc. Marketo Proprietary and Confidential Step 5: Figure out what you have, what you need
- 26. Page 26 © 2013Marketo, Inc. Marketo Proprietary and Confidential Content creation can be tricky
- 27. Page 27 © 2013Marketo, Inc. Marketo Proprietary and Confidential But, how do you create more content without a team of 40 writers? My budget is cut… I only have the PPC manager…
- 28. © 2013 Marketo,Inc. Marketo Proprietary and Confidential Lean Content Creation
- 29. Page 29 © 2013Marketo, Inc. Marketo Proprietary and Confidential Content isn’t just whitepapers! • Blog posts • Videos • Podcasts • SlideShare Presentations • Infographics • Moving Infographics • Activity Books/Worksheets • Articles
- 30. Page 30 © 2013Marketo, Inc. Marketo Proprietary and Confidential Visual content can help you stand out VS.eBook - 29,000 Views Slideshare - 367,000 Views
- 31. Page 31 © 2013Marketo, Inc. Marketo Proprietary and Confidential THE 3 R’s OF CONTENT MARKETING Optimization Repurpose, Rewrite, Retire
- 32. Page 32 © 2013Marketo, Inc. Marketo Proprietary and Confidential Repurpose: Taco Bell Content Strategy
- 33. Page 33 © 2013Marketo, Inc. Marketo Proprietary and Confidential “Big Rock” content example Definitive Guide to MA: Webinars: Ebooks: Infographics:
- 34. Page 34 © 2013Marketo, Inc. Marketo Proprietary and Confidential Repurpose blogs
- 35. Page 35 © 2013Marketo, Inc. Marketo Proprietary and Confidential Blog
- 36. Page 36 © 2013Marketo, Inc. Marketo Proprietary and Confidential Rewrite and redesign Before After
- 37. Page 37 © 2013Marketo, Inc. Marketo Proprietary and Confidential Retire I was the best webinar in 2012.
- 38. © 2013 Marketo,Inc. Marketo Proprietary and Confidential Lead Generation - Examples and Tips
- 39. Page 39 © 2013Marketo, Inc. Marketo Proprietary and Confidential Form length matters
- 40. Page 40 © 2013Marketo, Inc. Marketo Proprietary and Confidential Form Completion for Data Augmentation Hidden Fields
- 41. Page 41 © 2013Marketo, Inc. Marketo Proprietary and Confidential The right content per channel matters Source: chicagostyleseo.com
- 42. Page 42 © 2013Marketo, Inc. Marketo Proprietary and Confidential Visual content works well for social
- 43. Page 43 © 2013Marketo, Inc. Marketo Proprietary and Confidential Facebook Test a mix of content offers – make sure they are visual! Lighter Harder
- 44. Page 44 © 2013Marketo, Inc. Marketo Proprietary and Confidential Facebook’s News Feed • What determines if your post gets seen? • Affinity—how close of a relationship to you have with the user? • Weight—what type of action was taken on the content • Decay—how current in the content? • Post type—what type of posts a user typically interacts with • Hide post/spam—what type of posts a user marks as spam • Clicking on ads—does a user interact with ads? • Story bumping—older posts that are still being interacted with
- 45. Page 45 © 2013Marketo, Inc. Marketo Proprietary and Confidential Twitter Lead Gen Cards • Keep your copy concise and exciting • Make sure your imagery is visually appealing • Have a clear call to action • Synch leads to MA platform for complete ROI
- 46. Page 46 © 2013Marketo, Inc. Marketo Proprietary and Confidential Consider a Vine Video
- 47. Page 47 © 2013Marketo, Inc. Marketo Proprietary and Confidential Slideshare • You have a great deck • Make it very visual and appealing • Use the form for Slideshare
- 48. Page 48 © 2013Marketo, Inc. Marketo Proprietary and Confidential Email campaigns 1. Subject line 2. Relevant and vetted content offer for the audience 3. Early stage content will probably perform better 4. Test! • A/B split – offer one and offer two
- 49. Page 49 © 2013Marketo, Inc. Marketo Proprietary and Confidential Your Blog @jonmiller
- 50. Page 50 © 2013Marketo, Inc. Marketo Proprietary and Confidential Blog - Results From average 14 a week to 145/week - 10X growth!
- 51. Page 51 © 2013Marketo, Inc. Marketo Proprietary and Confidential Virtual event Leverage the knowledge of other people!
- 52. Page 52 © 2013Marketo, Inc. Marketo Proprietary and Confidential Content syndication:
- 53. Page 53 © 2013Marketo, Inc. Marketo Proprietary and Confidential The Power of Peer to Peer • Company to Buyer: 33% Trust • Buyer to Buyer: 92% Trust WOW!!
- 54. Page 54 © 2013Marketo, Inc. Marketo Proprietary and Confidential Get the most out of your content • Get your users to SHARE • Make every campaign social • Increase your visibility and engagement
- 55. Page 55 © 2013Marketo, Inc. Marketo Proprietary and Confidential Pay-Per-Click
- 56. Page 56 © 2013Marketo, Inc. Marketo Proprietary and Confidential Content Approach - Nurturing Early (Pre-Opp) Be a Better Marketer Blog Posts Funny Videos Infographics Thought Leadership Mid (Pre-Opp) Why Marketing Automation Buying Guides RFP Templates ROI Calculators Whitepapers Research Late (Post-Opp) Why Marketo Pricing Demos Video Testimonials Case Studies
- 57. © 2013 Marketo,Inc. Marketo Proprietary and Confidential Program ROI
- 58. Page 58 © 2013Marketo, Inc. Marketo Proprietary and Confidential What channel works for your business? Source: Marketo Revenue Cycle Analytics, June 2013 * Percentage of all programs in channel that achieve MT Ratio > 5 Nurture Email - CTA Nurture Email Paid Online (PPC+Email) Nurture (New) % Above Min* N/A 52% N/A 39% 79% 46% N/A 38% N/A N/A N/A 29% 38% 52%7.6
- 59. Page 59 © 2013Marketo, Inc. Marketo Proprietary and Confidential Key questions to ask • Which content assets work best for you at TOFU, MOFU, BOFU • Which content assets are best performing for a particular vendor (ex: paid email)? • Which assets are good for bringing in qualified leads? • Which assets are good for opportunity creation? • What content works best in nurturing? • What blog post topics have the best engagement?
- 60. Page 60 © 2013Marketo, Inc. Marketo Proprietary and Confidential Example Website - 6K views Email – 642 clicks Webinar – 318 reg, 104 attended GOOD BETTER Late stage asset
- 61. Page 61 © 2013Marketo, Inc. Marketo Proprietary and Confidential Leverage Data to Determine Best Offer For Each Vendor Consider offer data, program goal, content asset, and content stage to make final determination.
- 62. Page 62 © 2013Marketo, Inc. Marketo Proprietary and Confidential Content ROI Make sure stakeholders agree on the criteria. Establish Goals and ROI Estimates Up-Front Design Programs to Be Measurable Focus on the Decisions that Improve ROI
- 63. Page 63 © 2013Marketo, Inc. Marketo Proprietary and Confidential Tweetable Takeaways 1.Content is the fuel for your lead gen engine. 2.Map your content to the buying stage. 3.Think lean – repurpose when possible. 4.Make sure you use the right content per channel. 5.Test and compare your content offers - know what works for your business. @heidi.bullock
Editor's Notes
- #21 Step one – know WHO you are selling to I have seen people go crazy on this exercise, but I recommend keeping it simple. While it’s ideal to have specific personas for every person involved in the buying process – it is fine to start with two or three key personas, and work through the process. For example, for if you are selling technical software - you will have the user, the influencer and the buyer. This is a really important step to go through is the exercise to really get to know your buyers.
- #22 Step 2: Map out what the journey of your buyer persona looks like This is a very important exercise and as you can see from this image, the process can be complex --- but boil it down to something manageable: Awareness Consideration Purchase
- #23 Step 3: Once you have the stages for your personas –ask, what do they need at that stage?? Put yourself in their shoes and think about what information you would need.
- #24 Step 4: Map your content to the right buying stage.
- #25 I really like thinking of the dating analogy for this exercise. You would not ask someone to marry you on your first date. Think about what you are asking your buyers. The majority are probably not ready to sign up for an online trial if they are unfamiliar with your company.
- #26 Step 5 – Lastly, - Understand what you ALREADY have. Perform a content audit. You may find you have a lot of great early stage content, but maybe you have less for late stage. Also, make sure to be honest – if an asset is very out dated – you may need to retire it.
- #28 >>At this point a lot of people freak out because it can feel like you need a lot of new assets for lead gen Many of us are faced with limited resources, time, etc. and the thought of developing a lot of great content is overwhelming. How do you plan what content you need for your programs? How should you think about content per channel? How do you optimize it? That’s where lean content creation comes in…..
- #29 Let’s go over a few tips!
- #30 Keep in mind, content is not just white papers or eBooks! Can be simple and short blog posts, 4 minute videos, infographics, etc.
- #49 1. Subject line – from convince and convert 33% open on subject line alone 2. We know emails do better if they are personal, human, and timely – so think how your content offer fits into that framework Relevant and vetted offer for the audience - have an understanding of what your buyer has done and where they are in the buying cycle Test! A/B split – offer one and offer two - A/B Testing isn’t about what YOU like, it’s about what your audience responds to
- #50 Think about your blog. Do you have a good methodology for collecting names? By adding the sign up for email updates we saw a nice lift.
- #51 From average 14 a week to 145/week - 10X growth!
- #52 Demand Generation Engagement with database Keep Marketo top of mind Specifically – content: Strategies and tips from thought leaders, partners, and industry veterans Exposure to new marketing paradigms and practices Interactive networking with similar companies in the marketing community 14,000 registered!
- #53 Lastly, I will touch on content syndication. Content syndication is another popular channel used to generate leads online. Content syndication is a method by which pieces of content, they can be articles, white papers, ebooks, are shared with permission from the writer. Here are some tips for consideration: 1. Use mid-stage content – this way you are selecting leads that are further along in the buying cycle. 2. Gate content – using forms 3. Have system integration. I set up all Content Syndication programs this way to names instantly are updated in Marketo – versus waiting for a vendor to send you and Excel doc. 4. Get credit. What I mean by this, is just make sure your content is branded so there is no confusion about who it is coming from. 5. Double check your names to make sure they are new. You do not want to pay for names you already have. 6. And lastly, check in with your vendors to see how often they get fresh prospects so your content is not circling the drain with the same folks.
- #57 https://docs.google.com/spreadsheet/ccc?key=0ApzbS2Hifm0ZdE54bmo4N2ozLVN1aF9pNU9qYl9jYUE#gid=0
- #59 Here we see what works for Marketo over the last 12 months to generate prospects. (great place to start – need to then dive in further and understand where content is performing or underperforming) ------------------------- Explain columns… Website+Blog = 38% of all opps But I’d be a bad stock picker if I put all my money in one stock, and I’d be a bad marketer if I bet all my prospect generation on one source. The reality is you need a portfolio of prospects and channels to achieve the best results. In fact, Marketo runs an average of 40 different Prospect generating programs each and every month across all these sources.