Content Marketing Master Class - San Francisco: Act 1

•

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We’re living in a new media marketing era. It’s noisy and it’s crowded. People’s email inboxes are overflowing. Web ads and pop-ups and prestitials are in your face. Not to mention the social media overload. Buyers are tuning out. Their eyes have glazed over. Bombarding your prospects with an unending stream of sales messages is no longer the answer. So how do you stand out from the crowd? How do you have your buyers and prospects look forward to hearing from you? How do you build awareness … loyalty … and your customer base? The answer is content marketing. More and more marketers and content creators from around the world are discovering that an effective content strategy is essential to staying ahead of the curve.

Business News & Politics

50,000 Impressions
1% CTR - (500 Visitors)
$6.00 CPC

30 Demo Requests - 6% Conversion Rate
10 Demonstrations - $300 / Demo

1 Customer - $3,000 Cost Per Customer

50,000 Impressions
.5% CTR - (250 Visitors)
$6.00 CPC

75 Downloads - 30% Conversion Rate 
($20 ea)
9 Demonstrations - $300 / Demo 
($166)
3 Customers - $500 Cost Per Customer

One Year Later:
!

Organic Trafﬁc - 30% 
Engagement +150%
Inbound Links: +40% 
Social Sharing +100%
Sales +185%

B2B Training Software Company
!

8 Months Later - Customer Acquisition:
!

1.2x the cost
1.5 x as long….
!
!

……..wait for it

B2B Training Software Company
!

8 Months Later - Customer Acquisition:
!

Spent 2x as much
Stayed 5X as long
2X more likely to share
!
!

Be'Found'

Meet'Demand'

Creates'Demand'
Diﬀeren;ates'

Generate'
Awareness'
Create'
Trust'

“You;lity”'

SEO'

Inbound'
Marke;ng'

Awareness'Builder'

Creates'
Evangelists'
Changes'Beliefs'

Nurture'Change'

Thought'Leadership'

Storyteller'

Financial Services Strategy Firm
!

Be'Found'
Generate'
Awareness'

The Plan
• Website: Daily - 3 “How To” Articles
• Blog: “The World’s Largest FAQ” Post
Meet'Demand'
• Social: Daily posts on FB, Twitter Etc..
Creates'Demand'
• LinkedIn: Company Page, Blog Posts
Diﬀeren;ates'
Create'
Trust'

!“You;lity”'

From Good to Better:
SEO'

Inbound'
Marke;ng'

Changes'Beliefs'

!
Nurture'Change'

SEO Results: Top 10 across 20 keywords
• Websites - 25% increase in trafﬁc
• Blog: 100% increase in trafﬁc
Thought'Leadership'
Storyteller'
• Social: Thousands of likes, 5K followers
•

Awareness'Builder'

Creates'
Evangelists'

!

Financial Services Strategy Firm
!

Meet'Demand'

Create'
Trust'

“You;lity”'

The Plan
• More trafﬁc didn’t actually = better results
• SEO results are great - but who cares?
Creates'Demand'
• Realized - Less content and more 
Diﬀeren;ates'
“tentpole pieces” and re-use provided 
Creates'
better quality trafﬁc, helped sales more.
Evangelists'
Changes'Beliefs'

!
Nurture'Change'

From Better to Great:
!

•

Thought'Leadership'

•
•
!

Research studies (6-8 weeks of production)
Storyteller'
Aggregate client data (quarterly, yearly)
Industry/Inﬂuencer expertise

Financial Services Strategy Firm
!

•
•
•
•

Average Approx 100 Subscribers
Passionate Subscribers
Top 5 reason for renewal
4 New engagements from new clients

!
!

•
•
•
•
!
!

“You Are The Program” Conference
150 Attendees (Limited)
Waiting list now
25 new projects (hallway conversations)

DEVELOP TWO IDEAS
!

A FIRST STEP -  
IMPROVEMENT TO AN EXISTING APPROACH
!
!
!
!

AN IDEA FROM GOOD TO GREAT  
OUT OF THE BOX

There are dozens of social media tools available to communicators, but just a handful are emerging as the most effective means to reach constituents and influence markets. This seminar is a hands-on, intensive look at three top options: blogs, social networks and microblogs like Twitter. Participants gain insight into how they can optimize the use of these tools to achieve different business objectives.

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• From social media to word of mouth: examine how to create lead generation in the B2B space and discover which platforms have been most successful in generating new leads • Prioritising your leads: identify how to put a lead scoring system in place that will enable you to target your hottest leads, generating ROI • How should you manage new leads? Examine how to work more closely with sales teams to follow up and convert new leads into financial rewards

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2022 Content Marketing for Demand Generation Survey: Market Brief

Content Marketing Institute

There’s one question on every marketer’s mind: “How do I connect?” We’ve all been seeking connection since the pandemic struck. Stuck at home, working from kitchen tables and converted closets, marketers have been fighting to create and maintain connections with their audiences. Despite all the upheaval, content remains a tried-and-true way to generate demand. After all, it’s content-driven experiences that build those precious connections, no matter what’s going on in the world outside. Connection is more important than ever. And as you’ll find out in this report, successful marketers are beginning to make it easier for prospects to purchase at any stage of the buyer’s journey — messages are shifting from why to buy to how to buy. This has been another tough year. One negative headline after another has drained audiences’ emotional reserves. They need an escape. Marketing content can offer that empathetic, emotionally stirring olive branch they’re searching for. As you read on, you’ll discover that blogs, podcasts, and videos are the content types that are most effective at the early stages of the buyer’s journey, where brands are fighting to establish customer awareness and audience interest. The reason is simple: These content types foster connection. They tell a story, they evoke emotion, and they present a face that the audience can relate to. And the strength of the connections that these content types create helps carry buyers through the rest of their journey on a wave of engagement and investment. In conclusion: Connection lies in content. The last Content Marketing for Demand Generation survey report (2020) talked about creating desire and holding attention. This year, we talk about making it easier for customers to purchase across all stages of the buyer’s journey. By providing audiences with earnest and engaging content, you can build lasting connections in 2022 and beyond that drive demand to new heights.

Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022

Content Marketing Institute

Welcome to the Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022. The research suggested that due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences. As in the previous year, nearly one in three technology marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). Some of the biggest things they do differently than their peers: ◾ Document their content marketing strategy ◾ Do an excellent/very good job demonstrating the ROI of their content marketing initiatives ◾ Prioritize their audience’s informational needs over their organization’s sales message ◾ Differentiate their content from the competition ◾ Nurture subscribers/audiences/leads No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all technology respondents forecast investment in this area followed by investment in events (69%), paid media (65%), and owned-media assets (63%). And, yes, challenges remain. The top challenges are: ◾ Creating content that appeals to multi-level roles within the target audience ◾ Accessing subject matter experts to create content ◾ Internal communication among teams/silos These internal challenges point to a greater need for technology marketers to formalize content operations within their organizations.

Content Marketing Institute

11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...

Content Marketing Institute

Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other. As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic. Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world. Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.

Virtual Events - Sponsor and Exhibitor Checklist

Content Marketing Institute

Virtual conferences and events provide new opportunities for you to showcase your product or service, meet 1:1 with your current and potential customers, and listen to the needs of the industry. With such a large investment of time, money, and human resources, it’s no surprise that management expects great returns on each event that your company sponsors. On behalf of the Content Marketing Institute team, we’re all here to help you. We’re ready for exciting experiences, great ROI for sponsors, and new ways for customers to advance the practice of content marketing because of partner relationships built at our events.

Technology Content Marketing 2020: Benchmarks, Budgets, and Trends

Content Marketing Institute

Welcome to Technology Content Marketing 2020: Benchmarks, Budgets, and Trends. This report is based on the findings from our 10th annual content marketing survey. Technology marketers continue to make progress with content marketing. Approximately one-third rate their organization’s overall content marketing as extremely or very successful, and 76% report they are much more or somewhat more successful compared with one year ago. What makes them successful? When we look at the top performers, we see they treat content marketing as a strategic business function, craft content thoughtfully, experiment with distribution, and measure their results. They use content marketing not only to create brand awareness and generate leads, but also to build loyalty and subscribed audiences.

Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends

Content Marketing Institute

When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then. As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.

2020 Content Marketing Benchmarks, Budgets, and Trends - North America

Content Marketing Institute

Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey. Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences. As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!

Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing

Content Marketing Institute

Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches. Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago. However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed. This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways. We’ll cover the top content marketing opportunities in the social sphere, including: - Landmark locations like Facebook, Twitter, and LinkedIn - Video viewing-centric channels like YouTube and Twitch - Streaming media sites like Snapchat Stories and Instagram Stories - Emerging social platforms like Vero True Social and WeGather Online

B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends

Content Marketing Institute

Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey. Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13). Content that can be effective at building loyalty takes many shapes and forms today, for example: - Videos and social media stories that entertain - In-person events that create a sense of community and belonging - Podcasts that inspire - Live or virtual experiences that evoke emotion - Articles, guides, newsletters, etc., that provide information Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!

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Content Marketing Master Class - San Francisco: Act 1

5. 50,000 Impressions 1% CTR - (500 Visitors) $6.00 CPC 30 Demo Requests - 6% Conversion Rate 10 Demonstrations - $300 / Demo 1 Customer - $3,000 Cost Per Customer

6. 50,000 Impressions .5% CTR - (250 Visitors) $6.00 CPC 75 Downloads - 30% Conversion Rate  ($20 ea) 9 Demonstrations - $300 / Demo  ($166) 3 Customers - $500 Cost Per Customer

10.

11.

12.

13. One Year Later: ! Organic Trafﬁc - 30%  Engagement +150% Inbound Links: +40%  Social Sharing +100% Sales +185%

14.

15. B2B Training Software Company ! 8 Months Later - Customer Acquisition: ! 1.2x the cost 1.5 x as long…. ! ! ……..wait for it

16. B2B Training Software Company ! 8 Months Later - Customer Acquisition: ! Spent 2x as much Stayed 5X as long 2X more likely to share ! !

17.

18.

19. Be'Found' Meet'Demand' Creates'Demand' Diﬀeren;ates' Generate' Awareness' Create' Trust' “You;lity”' SEO' Inbound' Marke;ng' Awareness'Builder' Creates' Evangelists' Changes'Beliefs' Nurture'Change' Thought'Leadership' Storyteller'

20. Financial Services Strategy Firm ! Be'Found' Generate' Awareness' The Plan • Website: Daily - 3 “How To” Articles • Blog: “The World’s Largest FAQ” Post Meet'Demand' • Social: Daily posts on FB, Twitter Etc.. Creates'Demand' • LinkedIn: Company Page, Blog Posts Differen;ates' Create' Trust' !“You;lity”' From Good to Better: SEO' Inbound' Marke;ng' Changes'Beliefs' ! Nurture'Change' SEO Results: Top 10 across 20 keywords • Websites - 25% increase in traffic • Blog: 100% increase in traffic Thought'Leadership' Storyteller' • Social: Thousands of likes, 5K followers • Awareness'Builder' Creates' Evangelists' !

21. Financial Services Strategy Firm ! Meet'Demand' Create' Trust' “You;lity”' The Plan • More traffic didn’t actually = better results • SEO results are great - but who cares? Creates'Demand' • Realized - Less content and more  Differen;ates' “tentpole pieces” and re-use provided  Creates' better quality traffic, helped sales more. Evangelists' Changes'Beliefs' ! Nurture'Change' From Better to Great: ! • Thought'Leadership' • • ! Research studies (6-8 weeks of production) Storyteller' Aggregate client data (quarterly, yearly) Industry/Influencer expertise

22. Be'Found' Meet'Demand' Creates'Demand' Diﬀeren;ates' Generate' Awareness' Create' Trust' “You;lity”' SEO' Inbound' Marke;ng' Awareness'Builder' Creates' Evangelists' Changes'Beliefs' Nurture'Change' Thought'Leadership' Storyteller'

23. Financial Services Strategy Firm ! • • • • Average Approx 100 Subscribers Passionate Subscribers Top 5 reason for renewal 4 New engagements from new clients ! ! • • • • ! ! “You Are The Program” Conference 150 Attendees (Limited) Waiting list now 25 new projects (hallway conversations)

24. Be'Found' Meet'Demand' Creates'Demand' Diﬀeren;ates' Generate' Awareness' Create' Trust' “You;lity”' SEO' Inbound' Marke;ng' Awareness'Builder' Creates' Evangelists' Changes'Beliefs' Nurture'Change' Thought'Leadership' Storyteller'

25.

26. DEVELOP TWO IDEAS ! A FIRST STEP -   IMPROVEMENT TO AN EXISTING APPROACH ! ! ! ! AN IDEA FROM GOOD TO GREAT   OUT OF THE BOX

Content Marketing Master Class - San Francisco: Act 1

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