See the video replay here: http://www.marketingsherpa.com/video/webinar/marketingexperiments-increased-blog-traffic Daniel Burstein offers an inside look at how MECLABS, the parent company of MarketingSherpa and MarketingExperiments, produces content. He shares research and how-to information about content marketing, as well as explaining how MarketingExperiments increased blog traffic by 232%. Watch the entire presentation here: http://www.marketingsherpa.com/video/webinar/marketingexperiments-increased-blog-traffic Access our other webinars:www.marketingsherpa.com/webinars

1. Watch Daniel Burstein, Director of Editorial Content
and Jessica Lorenz, Visual Storyteller, both of
MECLABS discuss content marketing and answer
questions from the audience.
Watch it now!
Access our other webinars

2. Content Marketing
How MarketingExperiments increased blog traffic by 232%

3. Ask questions and share
advice on Twitter.
#SherpaWebinar

4. Speaker
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
Jessica Lorenz
Visual Storyteller
MECLABS
@JessicaPLorenz

5. Additional Resources
Blog Case Study: Three Lessons Learned from a 232% Increase in Visits
http://contentmarketinginstitute.com/2010/08/blog-case-study-increase-visits/
Selling Free Content: Why Seth Godin never gives anything away for free
http://www.marketingexperiments.com/blog/marketing-insights/free-content-value-exchange.html
Content Marketing and SEO: The world doesn’t need another blog post
http://sherpablog.marketingsherpa.com/search-marketing/customer-focused-content-marketing/
Content Marketing: 3 tips for how to get started
http://sherpablog.marketingsherpa.com/inbound-marketing/content-marketing-getting-started/

6. Why content marketing?
Print
Advertising
Social
Media Mobile
Marketing
Direct
Mail
Trade Shows
SEO
Optimization
PPC
Webinars
Email
Marketing
CONTENT
0% 40%10% 20% 30%
10%
20%
30%
DEGREEOFDIFFICULTY
LEVEL OF EFFECTIVENESS
Lead Generation Benchmark Survey
Fielded January 2012, N=1,915
MarketingSherpa

7. Comparing difficulty of content marketing
73%
66%
57%
57%
54%
51%
44%
41%
40%
40%
37%
37%
29%
29%
28%
21%
20%
20%
25%
29%
37%
37%
35%
43%
46%
49%
53%
50%
46%
59%
51%
48%
49%
52%
54%
54%
2%
4%
6%
6%
12%
6%
11%
11%
7%
10%
17%
4%
19%
23%
23%
26%
26%
26%
Images
Press Releases
Social Media
Webpages
Customer Reviews
E-newsletters
Mobile Web Content
Articles
Blogs
Microsites
Digital Magazines
Podcasts
Webinars/Webcasts
e-books
Case Studies
Whitepapers
Online Video
Mobile Apps
Not Difficult Somewhat difficult Very difficult
Please indicate the DEGREE OF DIFFICULTY (time, effort and expense required) in creating each type of content
Lead Generation Benchmark Survey
Fielded January 2012, N=1,915
MarketingSherpa

9. 17,657visits/month
5,458visits/month

10. 17,657visits/month
5,458visits/month
232%In 8 Months

11. http://bit.ly/15yq9Zf

12. 172% ROI
http://bit.ly/15yq9Zf

13. Measurement
20%
Golf
Platform7%
Transactions
5%
Government
Relations
6%
60%
Brand Launch
2%
Thought Leadership
Expertise
Advocacy
Employer of Choice
Content Dependent
Activities
http://bit.ly/19zX8k4

14. Measurement
20%
Golf
Platform7%
Transactions
5%
Government
Relations
6%
60%
Brand Launch
2%
Thought Leadership
Expertise
Advocacy
Employer of Choice
Content Dependent
Activities
+ 100%
+ 300%
Increase in Web visits per month
Increase in content production
http://bit.ly/19zX8k4

15. http://bit.ly/15yplDJ
Not this…
But this…

16. Not this…
But this…
80%=30
ARTICLES
http://bit.ly/15yplDJ

17. SELL

18. Free is not free
Value Cost
The Prospect’s Mind
• What is truly free?
• Every action requires a value proposition

19. The Value Proposition

20. Test to find out what works
Submit Comment

21. Test to find out what works
Submit Comment

22. What are we trying to communicate?
Join the conversationSubmit Comment

23. What are we trying to communicate?
Join the conversationSubmit Comment
4,357 4,278
38 50
0.87% 1.74%
Visits
Comments
Conversion

24. What are we trying to communicate?
Join the conversationSubmit Comment
4,357 4,278
38 50
0.87% 1.74%
Visits
Comments
Conversion
34% Increase

25. http://bit.ly/13yHe1O

26. Selling free content: Excerpts
http://bit.ly/1ee9xb3

27. Selling free content: Excerpts
http://bit.ly/1ee9xb3

28. MECLABS.com/EmailAwards
Tell Your Story: Apply to speak at Email Summit
?FLINT MCGLAUGHLIN DAN ARIELY NOAH GOLDSTEIN YOU

29. We are currently looking for key players in:
Visit MECLABS.com/Careers
Sales & Marketing
IT Development
Research
Business Management

30. Even “free” offers require a conversion
Not this…

31. But this…
Not this…
Orientation
Small form
Single CTATestimonial
Quantifier
Even “free” offers require a conversion

32. But this…
Not this…
Orientation
Small form
Single CTATestimonial
Quantifier
Start Rate
Conversion
Rate
Control 0.73% 0.73%
Treatment – Optimized 10.37% 4.76%
Relative Difference 1,312% 548%
Increase in Conversion
Selling free content on the registration page
increased conversion rate by 548%
548%
Even “free” offers require a conversion

33. TELL YOUR
STORY

34. How to identify your story
Every customer wants two things:
Eliminate
the negative
Accentuate
the positive

35. Help women identify new beauty trends
Facebook
359,440 likes
13,811 talking about
this
Twitter
645,111 followers
Company: Beautylish
Industry: Beauty
Project: Brand journalism
http://bit.ly/18PBt4s

36. Help people learn to meditate
Facebook
Video tab: 32,922 views
Video: 7,670 views
2,420 e-book downloads
42 product purchases
Company: Centerpointe Research Institute
Industry: Therapy
Campaign: Free giveaways to help people meditate
http://bit.ly/13Ee6W5

37. Help fans cheer on their team
66% of the Flames'
email subscribers
10% of the Flames'
number of unique
website visitors per
month
44% of the fans who
have the app are active
users
Company: Calgary Flames (NHL)
Industry: Sports
Campaign: Mobile app
http://bit.ly/1ee9D2m

38. Help marketers find an ESP
Helps email
marketers choose
an ESP that fits their
needs and eliminate
bounce rate.
Company: ClickMail Marketing
Product: ESPinator
http://bit.ly/1csSgwB

39. Help people eliminate bad breath
35 million YouTube views
116,000 YouTube subscribers
10x increase in landing page
conversion rates by adding
Orabrush videos
271,000 Facebook fans
Orabrush’s sales volume in
stores is comparable to
premium toothbrush sales
Company (and product): Orabrush
Campaign: Series of funny YouTube videos
http://bit.ly/13EehRl

40. Help companies identify security threats
261% increase in media
coverage
50% increase in Twitter
followers
60% increase in blog subscribers
Company: Commtouch
Industry: Internet security
Campaign: Creating and repurposing quarterly security reports
http://bit.ly/15ypFlX

41. Focus on the audience and the message…
NOT THE
MEDIUM

42. Focus on the audience and the message…
NOT THE
MEDIUM
Focus on being interested,
rather than interesting.“
“
Brian Carroll
Executive Director of Applied Research, MECLABS

43. …and only then apply the medium
Determine
value of
brand
Determine
value of
product(s)
Conduct
primary
research
Determine the
ideal channels to
communicate
content
Create a draft
content
infrastructure
Create and
disperse your
content channel
recommendations

44. STOP AT
NOTHING

45. We don’t want
to give away
our secrets
We don’t want
to give away our
content for free
Three content marketing barriers
We don’t have
time to produce
quality content

46. We don’t want
to give away
our secrets
We don’t want
to give away our
content for free
Three content marketing barriers
We don’t have
time to produce
quality content

47. Project Management Workflow and Transparency
Project
Notification
Form
submitted by
Nat’l Mktg
Leaders
Project Kick-
off Call and
project brief
completed
Project set-up
and assigned
in Project
Management
platform
Work Begins: Content &
Graphic Design, Digital Media,
Demand Generation, Social
Media, PR, Advertising, etc.
Implementation
Tracking of
Results –
Analytics and
Automation
Software
Industry/LOBGTMS
This is how marketing support requests are
submitted to GTMS. Depending on project
details selected, GTMS team leaders will be
notified of the support request.
MROI analysis
with
industry/LOB
Leaders
Best efforts will be made to align resources to specific LOB/ Industry,
this may not always be possible unless teams are willing to adjust
project due dates.
NOTE: Project Tracker used to manage overall planning. Project
Management platform used to manage GTMS support elements.
GTMS Teams will review Project Tracker reports to plan for resources
and manage workflow.
Go To Market Services team members brief
and/or advise on strategies, and help refine
based on previous data and experience.
Ongoing approvals from SMEs and
Industry/LOB Leaders throughout process
coordinated by National Marketing Leaders.
Yes
No – Single area of support needed – Small project
Scheduled by
Production Manager
Multi-
aspect
GTMS
project?
http://bit.ly/19zX8k4

48. Asking the “Right” Questions
Specific questions
force them to
think beyond the
immediate need
and think about
repackaging,
webpages that
should be linked,
other types of
media
http://bit.ly/19zX8k4

49. Repurpose: Twelve Degrees of Content
Email newsletter

50. Repurpose: Twelve Degrees of Content
Questions that
didn’t make it

51. Repurpose: Twelve Degrees of Content
Tweet a highlight

52. Repurpose: Twelve Degrees of Content
Workbegins: The MECLABS Research Team conducts preliminary
forensic data analysis, summary competitive analysis and other key deliverables
to initiate the research project and gain the ‘quick wins’ that will fuel the
ongoing discovery.
MECLABSdraftsthe research proposal which helps
articulate, deliverables, timelines, objectives and costs.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
MECLABSdrafts the research
proposal which helps articulate,
deliverables, timelines, objectives and costs.
The Sciences Team reviews the data to
determine if the initiative fits into our research
agenda and provides their recommendation.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
Thetermsof theResearchProposal areagreedupon and the
Research Partnership officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins.
Newsletter
Print an excerpt

53. Repurpose: Twelve Degrees of Content
Workbegins: The MECLABS Research Team conducts preliminary
forensic data analysis, summary competitive analysis and other key deliverables
to initiate the research project and gain the ‘quick wins’ that will fuel the
ongoing discovery.
MECLABSdraftsthe research proposal which helps
articulate, deliverables, timelines, objectives and costs.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
MECLABSdrafts the research
proposal which helps articulate,
deliverables, timelines, objectives and costs.
The Sciences Team reviews the data to
determine if the initiative fits into our research
agenda and provides their recommendation.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
Thetermsof theResearchProposal areagreedupon and the
Research Partnership officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins.
Newsletter
Wor k begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to
initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery.
M ECLABS dr afts the resear ch proposal which helps articulate, deliverables, timelines, objectives and costs.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
M ECLABS dr afts the resear ch proposal which helps articulate, deliverables,
timelines, objectives and costs.
The S ciences Team reviews the data to determine if the initiative fits into our research agenda and provides their
recommendation.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
Newsletter
Release a
mobile
issue

54. Repurpose: Twelve Degrees of Content
Workbegins: The MECLABS Research Team conducts preliminary
forensic data analysis, summary competitive analysis and other key deliverables
to initiate the research project and gain the ‘quick wins’ that will fuel the
ongoing discovery.
MECLABSdraftsthe research proposal which helps
articulate, deliverables, timelines, objectives and costs.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
MECLABSdrafts the research
proposal which helps articulate,
deliverables, timelines, objectives and costs.
The Sciences Team reviews the data to
determine if the initiative fits into our research
agenda and provides their recommendation.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
Thetermsof theResearchProposal areagreedupon and the
Research Partnership officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins.
Newsletter
Wor k begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to
initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery.
M ECLABS dr afts the resear ch proposal which helps articulate, deliverables, timelines, objectives and costs.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
M ECLABS dr afts the resear ch proposal which helps articulate, deliverables,
timelines, objectives and costs.
The S ciences Team reviews the data to determine if the initiative fits into our research agenda and provides their
recommendation.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
Newsletter
Create a
podcast

55. Repurpose: Twelve Degrees of Content
Workbegins: The MECLABS Research Team conducts preliminary
forensic data analysis, summary competitive analysis and other key deliverables
to initiate the research project and gain the ‘quick wins’ that will fuel the
ongoing discovery.
MECLABSdraftsthe research proposal which helps
articulate, deliverables, timelines, objectives and costs.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
MECLABSdrafts the research
proposal which helps articulate,
deliverables, timelines, objectives and costs.
The Sciences Team reviews the data to
determine if the initiative fits into our research
agenda and provides their recommendation.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
Thetermsof theResearchProposal areagreedupon and the
Research Partnership officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins.
Newsletter
Wor k begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to
initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery.
M ECLABS dr afts the resear ch proposal which helps articulate, deliverables, timelines, objectives and costs.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
M ECLABS dr afts the resear ch proposal which helps articulate, deliverables,
timelines, objectives and costs.
The S ciences Team reviews the data to determine if the initiative fits into our research agenda and provides their
recommendation.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
Newsletter
And a YouTube video

56. Repurpose: Twelve Degrees of Content
Workbegins: The MECLABS Research Team conducts preliminary
forensic data analysis, summary competitive analysis and other key deliverables
to initiate the research project and gain the ‘quick wins’ that will fuel the
ongoing discovery.
MECLABSdraftsthe research proposal which helps
articulate, deliverables, timelines, objectives and costs.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
MECLABSdrafts the research
proposal which helps articulate,
deliverables, timelines, objectives and costs.
The Sciences Team reviews the data to
determine if the initiative fits into our research
agenda and provides their recommendation.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
Thetermsof theResearchProposal areagreedupon and the
Research Partnership officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins.
Newsletter
Wor k begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to
initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery.
M ECLABS dr afts the resear ch proposal which helps articulate, deliverables, timelines, objectives and costs.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
M ECLABS dr afts the resear ch proposal which helps articulate, deliverables,
timelines, objectives and costs.
The S ciences Team reviews the data to determine if the initiative fits into our research agenda and provides their
recommendation.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
Newsletter

57. Repurpose: Twelve Degrees of Content
Workbegins: The MECLABS Research Team conducts preliminary
forensic data analysis, summary competitive analysis and other key deliverables
to initiate the research project and gain the ‘quick wins’ that will fuel the
ongoing discovery.
MECLABSdraftsthe research proposal which helps
articulate, deliverables, timelines, objectives and costs.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
MECLABSdrafts the research
proposal which helps articulate,
deliverables, timelines, objectives and costs.
The Sciences Team reviews the data to
determine if the initiative fits into our research
agenda and provides their recommendation.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
Thetermsof theResearchProposal areagreedupon and the
Research Partnership officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins.
Newsletter
Wor k begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to
initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery.
M ECLABS dr afts the resear ch proposal which helps articulate, deliverables, timelines, objectives and costs.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
M ECLABS dr afts the resear ch proposal which helps articulate, deliverables,
timelines, objectives and costs.
The S ciences Team reviews the data to determine if the initiative fits into our research agenda and provides their
recommendation.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
NewsletterAdd the audio
files to the
iPhone app

58. Repurpose: Twelve Degrees of Content
Workbegins: The MECLABS Research Team conducts preliminary
forensic data analysis, summary competitive analysis and other key deliverables
to initiate the research project and gain the ‘quick wins’ that will fuel the
ongoing discovery.
MECLABSdraftsthe research proposal which helps
articulate, deliverables, timelines, objectives and costs.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
MECLABSdrafts the research
proposal which helps articulate,
deliverables, timelines, objectives and costs.
The Sciences Team reviews the data to
determine if the initiative fits into our research
agenda and provides their recommendation.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
Thetermsof theResearchProposal areagreedupon and the
Research Partnership officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins.
Newsletter
Wor k begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to
initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery.
M ECLABS dr afts the resear ch proposal which helps articulate, deliverables, timelines, objectives and costs.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
M ECLABS dr afts the resear ch proposal which helps articulate, deliverables,
timelines, objectives and costs.
The S ciences Team reviews the data to determine if the initiative fits into our research agenda and provides their
recommendation.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
Newsletter
Distribute interview to broadcast
and print media
Press Release

59. Repurpose: Twelve Degrees of Content
Workbegins: The MECLABS Research Team conducts preliminary
forensic data analysis, summary competitive analysis and other key deliverables
to initiate the research project and gain the ‘quick wins’ that will fuel the
ongoing discovery.
MECLABSdraftsthe research proposal which helps
articulate, deliverables, timelines, objectives and costs.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
MECLABSdrafts the research
proposal which helps articulate,
deliverables, timelines, objectives and costs.
The Sciences Team reviews the data to
determine if the initiative fits into our research
agenda and provides their recommendation.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
Thetermsof theResearchProposal areagreedupon and the
Research Partnership officially begins.
We contactyouto discuss yourapplicationThe goal is to get a better understanding of your
research challenges and objectives.
The termsof the ResearchProposal are agreedupon and the Research Partnership
officially begins.
The termsof the ResearchProposal are agreedupon and the Research Partnership officially begins.
Newsletter
Wor k begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to
initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery.
M ECLABS dr afts the resear ch proposal which helps articulate, deliverables, timelines, objectives and costs.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
M ECLABS dr afts the resear ch proposal which helps articulate, deliverables,
timelines, objectives and costs.
The S ciences Team reviews the data to determine if the initiative fits into our research agenda and provides their
recommendation.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
The t erms of the Research Proposal are a greed upon and the Research Partnership officially begins.
Newsletter
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Press Release
AND IF
THAT FAILS

60. AND IF
THAT FAILS

61. We don’t want
to give away
our secrets
We don’t want
to give away our
content for free
Three content marketing barriers
We don’t have
time to produce
quality content

62. 2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915
Marketers’ expected changes to channel budget
3%
4%
6%
9%
13%
14%
14%
19%
23%
24%
27%
29%
17%
19%
17%
29%
32%
33%
38%
44%
39%
44%
46%
45%
59%
59%
60%
57%
49%
52%
46%
32%
37%
30%
24%
23%
Print advertising
Tradeshows
Direct mail
Webinars
Paid search (PPC)
Mobile marketing
Marketing technology
Email marketing
Content marketing
SEO
Social media
Website optimization
Increase greatly Increase slightly No change
62% Increase

63. $4.2
BILLION

64. $3.9
BILLION

65. $2.9
BILLION

66. $2.5
BILLION

67. You pay with help, you receive attention and trust
Your
Company
Customers
Share of Mind
Trust
Content
Relevant
Helpful
Entertaining

68. We don’t want
to give away
our secrets
We don’t want
to give away our
content for free
Three content marketing barriers
We don’t have
time to produce
quality content

70. Real content
marketing adds
value for the
customer, no
matter the topic
http://bit.ly/19zX8k4

71. Real content
marketing adds
value for the
customer, no
matter the topic
We tell potential customers,
‘You know what, fiberglass might not be for you.
And that’s OK, we’re going to figure it out together.’
– Marcus Sheridan
“ “
http://bit.ly/19zX8k4

72. Transparent Marketing
The consumer is not a moron, she is your wife.
You wouldn’t lie to your wife. Don’t lie to mine.
– David Ogilvy
“
“

74. When you disagree,
let your customers answer.

75. We don’t want
to give away
our secrets
We don’t want
to give away our
content for free
Three content marketing barriers
We don’t have
time to produce
quality content

76. Top Takeaways
Sell your “free” content
Tell your story
Stop at nothing