Content Marketing Boot Camp: Your Guide to Content Strategy, Creation, Promotion, and Measurement

Track: Industry Trendsetters
#CNX14
#CNX14
Content Marketing Boot Camp: Your
Guide to Content Strategy, Creation,
Promotion, and Measurement
Dayna Rothman, Director of Content Marketing, Captora
& Author of Lead Generation for Dummies
@dayroth

#CNX14

#CNX14
There are 27,000,000 pieces of
content shared each day
(Nielson)

#CNX14
But the average attention span
has dropped from 12 seconds in
2008 to 8 seconds
(Statistic Brain)

#CNX14
…the average attention span of
a goldfish is 9 seconds
(Statistic Brain)

#CNX14
…so you have to get heard
through the noise.

#CNX14
Goals – Presentation Overview
1 2 3
Create a content
strategy that fuels
growth
Promote your
content to generate
leads and awareness
Measure your
content and prove
ROI

#CNX14
Today’s Shifting Buyers.

Content is king. #CNX14
And queen

#CNX14
The buying
process has
changed. No
longer is sales
the first contact a
buyer has with
your company.

#CNX14
And your buyers have changed. They live in a multi-device, multi-channel world.

#CNX14 The abundance
of information is
astounding.

#CNX14
And
information
abundance =
attention
scarcity

#CNX14
Content Strategy.

Content Track: Arcs Industry and Trendsetters
Themes
#CNX14 • Business Priorities
• Industry Trends
• Product/Service Launches
• Market Penetration
• Buyer Searches
• Competitor Content
• SEO Priorities

THOUGHT #CNX14
LEADERSHIP
Instead of
Promotion.

#CNX14
Buyer personas help create a story.

#CNX14
And their
journey sets the
tone.

#CNX14
Map your content to
your sales funnel.

Decide if you want #CNX14
to gate your
content.

#CNX14
Benchmark content
against your
competitors so you
know where you have
gaps.
PLACEHOLDER SCREEN

#CNX14
Content Production.

#CNX14
Chief Content
Officer
Director of
Content
Content
Specialist
Outsourced Team

#CNX14
The turkey dinner analogy for content optimization.

#CNX14
Content Promotion.

#CNX14
Use your homepage real
estate.
Content resources center
for engagement.

#CNX14
Always write
a blog to
promote
your content.

#CNX14
Use social media real
estate wisely.

#CNX14
Send an email out to
your database and
consider sponsored
emails!

#CNX14
Create Capture Sites in
Captora to help you
rank, promote your
asset, and convert
visitors.

#CNX14
Mix paid with your organic social
promotion for optimal lift

#CNX14
all your leads.

#CNX14
Lead scoring for sales readiness.
Implicit Scoring Explicit Scoring
Content download +2 Executive Title +10
Email open/click +2 High Tech Industry +5
Product page website visit +4 Appropriate Budget +10
Viewed demo video +10 Outside of US - 10
Filled out a Contact Us +10 Company less than 50 people – 10
Visited jobs page -10 Marketing function +10

#CNX14
Content ROI.

#CNX14
Sample Content Budget
• Standard ebook 5-10 pages: $4000
• Large ebook 30-60 pages: $6500
• Cheatsheet/onepager: $500
• Infographic with outreach: $4000
• Slide deck: $7500
• Blog post: $75
• Writing services (monthly): $2500

#CNX14
Know what
content leads are
downloading.
PLACEHOLDER SCREEN

#CNX14
And make sure
you track if they
are known or
new names.

#CNX14
Measure cost per lead.
Content Piece Investment Leads $ Per Leads
Ebook 1 $4500 200 $23
Slide deck $6500 100 $65
Analyst
$15,000 700 $21
Report

#CNX14
Competitive benchmarking and scoring.

#CNX14
Analyze traffic growth and track
and referrals.

#CNX14
First touch and multi touch attribution is key.

#CNX14
Track multi touch ratio.
Content Investment FT Pipe MT Pipe MT Ratio
Ebook 1 $4500 $10,000 $52,000 11.5
Ebook 2 $4500 $5,000 $126,000 28
Slide deck $6500 $12,000 $20,000 3.0
MT Ratio = MT Pipe/Investment
* Ratios above 10 are good, above 7 are OK, and less than 5 not good.

#CNX14
Analyze your
content gaps.

#CNX14
Your buyers have
changed. You need
to create a content
strategy that fuels
growth and acquires
new customers.
Multi-channel
promotion for content
attracts buyers and
generates
awareness.
Measure your
content to prove ROI
and optimize content
creation.
Recap Slide
1 2 3

#CNX14
Download Our New Ebook: Content that Fuels Growth
Bit.ly/content4growth

#CNX14
Take the after-session survey!
Take the Survey in
the Connections
2014 Mobile App
Join the
Conversation!
#CNX1
4
$500
Best Buy
Gift Card

#CNX14
Questions?

#CNX14
CUSTOMER JOURNEY
SHOWCASE
MARKETING
THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY
& ROADMAP
PERSONAL
TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB
MARKETING
DEVELOPERS HANDS-ON
TRAINING
INDUSTRY
TRENDSETTERS
CREATIVITY &
INNOVATION
SALESFORCE FOR
MARKETERS
ROUNDTABLES

Content Marketing Boot Camp: Your Guide to Content Strategy, Creation, Promotion, and Measurement

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