SlideShare a Scribd company logo
Crucial Content Elements
  to Drive Your Marketing

                    Curt Porritt
                SVP of Marketing
               MasterControl, Inc.
                           #cmworld
What is “Content Marketing?”
Basic Philosophy:

“You can make more friends in two months
by becoming interested in other people than
you can in two years by trying to get other
people interested in you.”
                               Dale Carnegie



                                         #cmworld
What is “Content Marketing?”
• “Curt’s Definition”

  Content marketing involves delivering a
   large amount of valuable information to
  prospects and customers with the ultimate
    goals of increasing loyalty, introducing
       solutions, and improving brand.

   Everything points to valuable content.

                                            #cmworld
It Should Be Process-Driven




      Call Team Activities               Sales - Stages 1 through 9

           Hold, Lost,                              Hold, Lost,
         Deferred, Dead,                          Deferred, Dead,
        Zombie, Hot, Etc.                          Zombie, Hot,
                                                        Etc.




                        The Internal Marketing Machine
      (email, direct mail, white papers, newsletters, webinars, etc.)


                                                                      #cmworld
What Types of Content?




                                            Customer
              4 Prospect         Prospect    Website
              Newsletters        Website
                                                  White
                                                 Papers,
 Customer                                          Data
 Newsletter                                      Sheets,
                             Webinars,             Case
                            Videos, and          Studies,
                            Flash Tours            etc.


                                                       #cmworld
What Types of Content?
• In a typical year we’ll produce about 450 content projects
  or 8.5 per week (Team of four writers & two designers)
   –   73 Newsletters Articles – (4 prospect newsletters, 1 customer newsletter)
   –   36 Email Blasts - (Does not include newsletter blasts.)
   –   25 Customer Website Pages – (ads, product, events, training, etc.)
   –   89 Prospect Website Pages – (new and edited)
   –   74 SEO Articles Published – (link-building articles)
   –   66 Sales-related Collateral – (brochures, white papers, case studies)
   –   Public Relations Collateral – (15 press releases, 12 LinkedIn pages)
   –   12 Direct Mailers
   –   42 Event Pages
   –   4 Flash Quick Tours



                                                                             #cmworld
Driving Content
• Search Engines




                   #cmworld
Driving Content
• Website




                  #cmworld
Driving Content
• Website




                  #cmworld
Driving Content
• Email




                  #cmworld
Driving Content
• Newsletters




                  #cmworld
Driving Content
• White Papers




                  #cmworld
Driving Content
• Multimedia




                  #cmworld
Driving Content
• Social Media




                  #cmworld
Driving Content
• Social Media: Investment




Social media investment
is second from top.




                             #cmworld
Driving Content
• Social Media: Effort vs. Effectiveness




Social media
effectiveness
is close to
the bottom.




                                           #cmworld
Driving Content
• Social Media: SEO Effectiveness




Social media
is next to last in
SEO effectiveness.




                                    #cmworld
Driving Content
• Social Media: Lead Generation Effectiveness




Social media
is next to last in
lead generation
effectiveness.




                                                #cmworld
Driving Content
• Social Media: Is It The Next Dot.com Bubble?

   – We haven’t yet figured out social media, especially among
     B2B companies.

   – The hype and investment is greater than the results (so far).

   – It’s not going away. (We need to figure it out.)

   – It will be interesting to watch.

   – My advice: Invest Cautiously!




                                                                     #cmworld
Tracking Results - Analytics
From the Online Forms We Know:
                                                          SalesForce
•   Company
•   Name
•   Department
•   Industry
•   Phone #
•   Email
•   Country
•   Job Title
•   Comments

What We Know via Other Means:
•   Interests (keyword used, white paper downloaded, etc.)
•   Lead Quality (A vs. B)
•   Lead Source (video, “contact us” form, trade show etc.)
•   Campaign (PPC, banner ads, internal email, external email, etc)
•   Duplicate Lead (if they have filled out a form on our site before)
•   First Conversion Date (the first time they requested info from the website)


                                                                             #cmworld
Tracking Results - Analytics




                               #cmworld
Tracking Results – Website
   8


   7
         Most Popular Website Pages
   6
                               Form Conversion
   5                             2009 – 36%
   4
                                 2010 – 35%’
                                 2011 – 37%
   3
                                                 2009
                                                 2010
   2
                                                 2011 YTD

   1


   0




                                                   #cmworld
Tracking Results – Qual. Opps
                 Total Qualified Opportunities in the Sales Pipeline
                                  2008 thru 2012
 600



 500



 400


                                             329                       2012
 300
                                       285                             2011
                                 244                                   2010
 200                                                                   2009
                           188
                                                                       2008
                     146
 100        90
       46
   0




                                                                       #cmworld
Tracking Results – Qualified Opps
         2011 Total Qualified
        Opportunities in Sales
               Pipeline
                       Partners
               Sales     5%
               13%


                Marketing
                  82%




                                    #cmworld
Tracking Results - Branding
         Number of Search Engine Searches for
                   "MasterControl"
 2,200

 2,000

 1,800

 1,600

 1,400
                                                master
 1,200                                          control
                                                mastercontro
                                                l
 1,000                                          Total

  800

  600

  400

  200

    0




                                                      #cmworld
Tracking Results - Branding
           From which of the following companies have you received
          communication within the last month? (i.e. newsletter, white
           paper, direct mail, email, etc. Please check all that apply.)
  35.0%

  30.0%

  25.0%

  20.0%

  15.0%

                                                                           2008
  10.0%
                                                                           2009
  5.0%                                                                     2010


  0.0%




                                                                           #cmworld
Tracking Results - Branding
                 When you think of the communication you’ve received from these
              companies, to which ones have you responded within the past year? (i.e.
                   visited their website, called them, emailed them, attended a
                  webinar/seminar, downloaded a white paper, read a newslette
  30.0%



  25.0%



  20.0%



  15.0%                                                                                   2008
                                                                                          2009

  10.0%                                                                                   2010



  5.0%



  0.0%
          MasterControl      Sparta     ETQ   Pilgrim    Camstar   MetricStream   Qumas
                            Systems
                          (Trackwise)




                                                                                          #cmworld
Summary
• Content Marketing Works
   – Offering content with real value yields loyalty, sales
     opportunities, and improved branding

• It requires an investment in time and effort

• It is a strategic, long-term process, not a short-
  term, tactical activity

• Tracking success and making adjustments is
  important

                                                          #cmworld
Thank You!

Crucial Content Elements
  to Drive Your Marketing

                    Curt Porritt
                SVP of Marketing
               MasterControl, Inc.
                           #cmworld

More Related Content

Similar to “Crucial Content Elements to Drive Your Marketing”

Why most websites don't work
Why most websites don't workWhy most websites don't work
Why most websites don't work
edysolutions
 
Analyses with no web analyst on board
Analyses with no web analyst on boardAnalyses with no web analyst on board
Analyses with no web analyst on board
Bluerank
 
Getting the most out of the Digital revolution for Small Business
Getting the most out of the Digital revolution for Small BusinessGetting the most out of the Digital revolution for Small Business
Getting the most out of the Digital revolution for Small Business
Rethink Marketing
 
Social Media Theatre: Social analytics suck. Why businesses struggle with soc...
Social Media Theatre: Social analytics suck. Why businesses struggle with soc...Social Media Theatre: Social analytics suck. Why businesses struggle with soc...
Social Media Theatre: Social analytics suck. Why businesses struggle with soc...
TFM&A
 
Addressing Top CEO Priorities through Social Media Marketing and Metrics
Addressing Top CEO Priorities through Social Media Marketing and MetricsAddressing Top CEO Priorities through Social Media Marketing and Metrics
Addressing Top CEO Priorities through Social Media Marketing and Metrics
Jacques Pavlenyi
 
Inbound Marketing for B2B and B2C Companies
Inbound Marketing for B2B and B2C CompaniesInbound Marketing for B2B and B2C Companies
Inbound Marketing for B2B and B2C Companies
Barbara Fowler
 
Engagement Marketing Technologies Uk
Engagement Marketing Technologies UkEngagement Marketing Technologies Uk
Engagement Marketing Technologies Uk
Silverpop
 
How to Win in Business Development
How to Win in Business DevelopmentHow to Win in Business Development
How to Win in Business Development
Charla Sindelar
 
How to Avoid Marketing Paralysis
How to Avoid Marketing ParalysisHow to Avoid Marketing Paralysis
How to Avoid Marketing Paralysis
rickburnes
 
Bottom Line: Social Media for Business
Bottom Line: Social Media for BusinessBottom Line: Social Media for Business
Bottom Line: Social Media for Business
HubSpot
 
IBM
IBMIBM
Digital Marketing Training
Digital Marketing TrainingDigital Marketing Training
Digital Marketing Training
PiyushPahadi
 
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring SystemHow To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
G3 Communications
 
Web Analytics Getting Social
Web Analytics Getting SocialWeb Analytics Getting Social
Web Analytics Getting Social
Florian Pihs
 
The Cmo Solution
The Cmo SolutionThe Cmo Solution
The Cmo Solution
John Kottcamp
 
Make it happen full version
Make it happen   full versionMake it happen   full version
Make it happen full version
Teo Koloveros
 
Make it happen
Make it happenMake it happen
Make it happen
maggie4667
 
Document from Aswin Unni Puthuparambil-5.pptx
Document from Aswin Unni Puthuparambil-5.pptxDocument from Aswin Unni Puthuparambil-5.pptx
Document from Aswin Unni Puthuparambil-5.pptx
SibyJames1
 
Social CRM
Social CRMSocial CRM
[Webinar] Predictive Marketing: The Science Behind Marketing
[Webinar] Predictive Marketing: The Science Behind Marketing[Webinar] Predictive Marketing: The Science Behind Marketing
[Webinar] Predictive Marketing: The Science Behind Marketing
Mintigo1
 

Similar to “Crucial Content Elements to Drive Your Marketing” (20)

Why most websites don't work
Why most websites don't workWhy most websites don't work
Why most websites don't work
 
Analyses with no web analyst on board
Analyses with no web analyst on boardAnalyses with no web analyst on board
Analyses with no web analyst on board
 
Getting the most out of the Digital revolution for Small Business
Getting the most out of the Digital revolution for Small BusinessGetting the most out of the Digital revolution for Small Business
Getting the most out of the Digital revolution for Small Business
 
Social Media Theatre: Social analytics suck. Why businesses struggle with soc...
Social Media Theatre: Social analytics suck. Why businesses struggle with soc...Social Media Theatre: Social analytics suck. Why businesses struggle with soc...
Social Media Theatre: Social analytics suck. Why businesses struggle with soc...
 
Addressing Top CEO Priorities through Social Media Marketing and Metrics
Addressing Top CEO Priorities through Social Media Marketing and MetricsAddressing Top CEO Priorities through Social Media Marketing and Metrics
Addressing Top CEO Priorities through Social Media Marketing and Metrics
 
Inbound Marketing for B2B and B2C Companies
Inbound Marketing for B2B and B2C CompaniesInbound Marketing for B2B and B2C Companies
Inbound Marketing for B2B and B2C Companies
 
Engagement Marketing Technologies Uk
Engagement Marketing Technologies UkEngagement Marketing Technologies Uk
Engagement Marketing Technologies Uk
 
How to Win in Business Development
How to Win in Business DevelopmentHow to Win in Business Development
How to Win in Business Development
 
How to Avoid Marketing Paralysis
How to Avoid Marketing ParalysisHow to Avoid Marketing Paralysis
How to Avoid Marketing Paralysis
 
Bottom Line: Social Media for Business
Bottom Line: Social Media for BusinessBottom Line: Social Media for Business
Bottom Line: Social Media for Business
 
IBM
IBMIBM
IBM
 
Digital Marketing Training
Digital Marketing TrainingDigital Marketing Training
Digital Marketing Training
 
How To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring SystemHow To Implement An Effective Lead Scoring System
How To Implement An Effective Lead Scoring System
 
Web Analytics Getting Social
Web Analytics Getting SocialWeb Analytics Getting Social
Web Analytics Getting Social
 
The Cmo Solution
The Cmo SolutionThe Cmo Solution
The Cmo Solution
 
Make it happen full version
Make it happen   full versionMake it happen   full version
Make it happen full version
 
Make it happen
Make it happenMake it happen
Make it happen
 
Document from Aswin Unni Puthuparambil-5.pptx
Document from Aswin Unni Puthuparambil-5.pptxDocument from Aswin Unni Puthuparambil-5.pptx
Document from Aswin Unni Puthuparambil-5.pptx
 
Social CRM
Social CRMSocial CRM
Social CRM
 
[Webinar] Predictive Marketing: The Science Behind Marketing
[Webinar] Predictive Marketing: The Science Behind Marketing[Webinar] Predictive Marketing: The Science Behind Marketing
[Webinar] Predictive Marketing: The Science Behind Marketing
 

More from Content Marketing World

Content Marketing World 2013 Presentations
Content Marketing World 2013 PresentationsContent Marketing World 2013 Presentations
Content Marketing World 2013 Presentations
Content Marketing World
 
“The Ultimate Guide to Content Marketing Metrics”
“The Ultimate Guide to Content Marketing Metrics”“The Ultimate Guide to Content Marketing Metrics”
“The Ultimate Guide to Content Marketing Metrics”
Content Marketing World
 
Webinar Demand Creation for Content Marketers: From Start to Finish
Webinar Demand Creation for Content Marketers: From Start to FinishWebinar Demand Creation for Content Marketers: From Start to Finish
Webinar Demand Creation for Content Marketers: From Start to Finish
Content Marketing World
 
Content Marketing for Non-Profits & Associations
Content Marketing for Non-Profits & AssociationsContent Marketing for Non-Profits & Associations
Content Marketing for Non-Profits & Associations
Content Marketing World
 
Content Marketing for Non-Profits & Associations
Content Marketing for Non-Profits & AssociationsContent Marketing for Non-Profits & Associations
Content Marketing for Non-Profits & Associations
Content Marketing World
 
Building and Growing Your Content/Inbound Marketing Agency and Consulting Pra...
Building and Growing Your Content/Inbound Marketing Agency and Consulting Pra...Building and Growing Your Content/Inbound Marketing Agency and Consulting Pra...
Building and Growing Your Content/Inbound Marketing Agency and Consulting Pra...
Content Marketing World
 
“The Ultimate Guide to Content Marketing Metrics”
“The Ultimate Guide to Content Marketing Metrics”“The Ultimate Guide to Content Marketing Metrics”
“The Ultimate Guide to Content Marketing Metrics”
Content Marketing World
 
“How to Sell Your Content Marketing Investment to the VP of Sales”
“How to Sell Your Content Marketing Investment to the VP of Sales”“How to Sell Your Content Marketing Investment to the VP of Sales”
“How to Sell Your Content Marketing Investment to the VP of Sales”
Content Marketing World
 
“Getting the Choir to Sing: Selling & Developing the Process for Content Mark...
“Getting the Choir to Sing: Selling & Developing the Process for Content Mark...“Getting the Choir to Sing: Selling & Developing the Process for Content Mark...
“Getting the Choir to Sing: Selling & Developing the Process for Content Mark...
Content Marketing World
 
“Demand Generation/Creating Content that Converts and Shortens the Sales Cycl...
“Demand Generation/Creating Content that Converts and Shortens the Sales Cycl...“Demand Generation/Creating Content that Converts and Shortens the Sales Cycl...
“Demand Generation/Creating Content that Converts and Shortens the Sales Cycl...
Content Marketing World
 
“Finding the Right Stories for Your Brand”
“Finding the Right Stories for Your Brand”“Finding the Right Stories for Your Brand”
“Finding the Right Stories for Your Brand”
Content Marketing World
 
“Understanding the New World of Klout, Social Sharing and Social Influence Ma...
“Understanding the New World of Klout, Social Sharing and Social Influence Ma...“Understanding the New World of Klout, Social Sharing and Social Influence Ma...
“Understanding the New World of Klout, Social Sharing and Social Influence Ma...
Content Marketing World
 
“Building Your Internal Publishing Department for Content/Social Success”
“Building Your Internal Publishing Department for Content/Social Success”“Building Your Internal Publishing Department for Content/Social Success”
“Building Your Internal Publishing Department for Content/Social Success”
Content Marketing World
 
“Google’s Zero Moment of Truth”
“Google’s Zero Moment of Truth”“Google’s Zero Moment of Truth”
“Google’s Zero Moment of Truth”
Content Marketing World
 
“Twitter Will Win — And With the Right Plan of Attack, So Will You”
“Twitter Will Win — And With the Right Plan of Attack, So Will You”“Twitter Will Win — And With the Right Plan of Attack, So Will You”
“Twitter Will Win — And With the Right Plan of Attack, So Will You”
Content Marketing World
 
“Applying Company Positioning to Power Storytelling in B2B”
“Applying Company Positioning to Power Storytelling in B2B” “Applying Company Positioning to Power Storytelling in B2B”
“Applying Company Positioning to Power Storytelling in B2B”
Content Marketing World
 
“How IBM’s Content Strategy Got IBM Midsize Insider into Google News and Sent...
“How IBM’s Content Strategy Got IBM Midsize Insider into Google News and Sent...“How IBM’s Content Strategy Got IBM Midsize Insider into Google News and Sent...
“How IBM’s Content Strategy Got IBM Midsize Insider into Google News and Sent...
Content Marketing World
 
“Content Marketing Strategy without Print? Who Are You Kidding?”
“Content Marketing Strategy without Print? Who Are You Kidding?”“Content Marketing Strategy without Print? Who Are You Kidding?”
“Content Marketing Strategy without Print? Who Are You Kidding?”
Content Marketing World
 
“Don’t Bore Me: How Kraft Foods Mines Consumer Insights to Create Content tha...
“Don’t Bore Me: How Kraft Foods Mines Consumer Insights to Create Content tha...“Don’t Bore Me: How Kraft Foods Mines Consumer Insights to Create Content tha...
“Don’t Bore Me: How Kraft Foods Mines Consumer Insights to Create Content tha...
Content Marketing World
 
“Customer Stories: How to Unlock an Abundance of New Content”
“Customer Stories: How to Unlock an Abundance of New Content”“Customer Stories: How to Unlock an Abundance of New Content”
“Customer Stories: How to Unlock an Abundance of New Content”
Content Marketing World
 

More from Content Marketing World (20)

Content Marketing World 2013 Presentations
Content Marketing World 2013 PresentationsContent Marketing World 2013 Presentations
Content Marketing World 2013 Presentations
 
“The Ultimate Guide to Content Marketing Metrics”
“The Ultimate Guide to Content Marketing Metrics”“The Ultimate Guide to Content Marketing Metrics”
“The Ultimate Guide to Content Marketing Metrics”
 
Webinar Demand Creation for Content Marketers: From Start to Finish
Webinar Demand Creation for Content Marketers: From Start to FinishWebinar Demand Creation for Content Marketers: From Start to Finish
Webinar Demand Creation for Content Marketers: From Start to Finish
 
Content Marketing for Non-Profits & Associations
Content Marketing for Non-Profits & AssociationsContent Marketing for Non-Profits & Associations
Content Marketing for Non-Profits & Associations
 
Content Marketing for Non-Profits & Associations
Content Marketing for Non-Profits & AssociationsContent Marketing for Non-Profits & Associations
Content Marketing for Non-Profits & Associations
 
Building and Growing Your Content/Inbound Marketing Agency and Consulting Pra...
Building and Growing Your Content/Inbound Marketing Agency and Consulting Pra...Building and Growing Your Content/Inbound Marketing Agency and Consulting Pra...
Building and Growing Your Content/Inbound Marketing Agency and Consulting Pra...
 
“The Ultimate Guide to Content Marketing Metrics”
“The Ultimate Guide to Content Marketing Metrics”“The Ultimate Guide to Content Marketing Metrics”
“The Ultimate Guide to Content Marketing Metrics”
 
“How to Sell Your Content Marketing Investment to the VP of Sales”
“How to Sell Your Content Marketing Investment to the VP of Sales”“How to Sell Your Content Marketing Investment to the VP of Sales”
“How to Sell Your Content Marketing Investment to the VP of Sales”
 
“Getting the Choir to Sing: Selling & Developing the Process for Content Mark...
“Getting the Choir to Sing: Selling & Developing the Process for Content Mark...“Getting the Choir to Sing: Selling & Developing the Process for Content Mark...
“Getting the Choir to Sing: Selling & Developing the Process for Content Mark...
 
“Demand Generation/Creating Content that Converts and Shortens the Sales Cycl...
“Demand Generation/Creating Content that Converts and Shortens the Sales Cycl...“Demand Generation/Creating Content that Converts and Shortens the Sales Cycl...
“Demand Generation/Creating Content that Converts and Shortens the Sales Cycl...
 
“Finding the Right Stories for Your Brand”
“Finding the Right Stories for Your Brand”“Finding the Right Stories for Your Brand”
“Finding the Right Stories for Your Brand”
 
“Understanding the New World of Klout, Social Sharing and Social Influence Ma...
“Understanding the New World of Klout, Social Sharing and Social Influence Ma...“Understanding the New World of Klout, Social Sharing and Social Influence Ma...
“Understanding the New World of Klout, Social Sharing and Social Influence Ma...
 
“Building Your Internal Publishing Department for Content/Social Success”
“Building Your Internal Publishing Department for Content/Social Success”“Building Your Internal Publishing Department for Content/Social Success”
“Building Your Internal Publishing Department for Content/Social Success”
 
“Google’s Zero Moment of Truth”
“Google’s Zero Moment of Truth”“Google’s Zero Moment of Truth”
“Google’s Zero Moment of Truth”
 
“Twitter Will Win — And With the Right Plan of Attack, So Will You”
“Twitter Will Win — And With the Right Plan of Attack, So Will You”“Twitter Will Win — And With the Right Plan of Attack, So Will You”
“Twitter Will Win — And With the Right Plan of Attack, So Will You”
 
“Applying Company Positioning to Power Storytelling in B2B”
“Applying Company Positioning to Power Storytelling in B2B” “Applying Company Positioning to Power Storytelling in B2B”
“Applying Company Positioning to Power Storytelling in B2B”
 
“How IBM’s Content Strategy Got IBM Midsize Insider into Google News and Sent...
“How IBM’s Content Strategy Got IBM Midsize Insider into Google News and Sent...“How IBM’s Content Strategy Got IBM Midsize Insider into Google News and Sent...
“How IBM’s Content Strategy Got IBM Midsize Insider into Google News and Sent...
 
“Content Marketing Strategy without Print? Who Are You Kidding?”
“Content Marketing Strategy without Print? Who Are You Kidding?”“Content Marketing Strategy without Print? Who Are You Kidding?”
“Content Marketing Strategy without Print? Who Are You Kidding?”
 
“Don’t Bore Me: How Kraft Foods Mines Consumer Insights to Create Content tha...
“Don’t Bore Me: How Kraft Foods Mines Consumer Insights to Create Content tha...“Don’t Bore Me: How Kraft Foods Mines Consumer Insights to Create Content tha...
“Don’t Bore Me: How Kraft Foods Mines Consumer Insights to Create Content tha...
 
“Customer Stories: How to Unlock an Abundance of New Content”
“Customer Stories: How to Unlock an Abundance of New Content”“Customer Stories: How to Unlock an Abundance of New Content”
“Customer Stories: How to Unlock an Abundance of New Content”
 

Recently uploaded

Innovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & InnovationInnovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & Innovation
Operational Excellence Consulting
 
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Kalyan Satta Matka Guessing Matka Result Main Bazar chart
 
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
Aleksey Savkin
 
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...
Neil Horowitz
 
Best Competitive Marble Pricing in Dubai - ☎ 9928909666
Best Competitive Marble Pricing in Dubai - ☎ 9928909666Best Competitive Marble Pricing in Dubai - ☎ 9928909666
Best Competitive Marble Pricing in Dubai - ☎ 9928909666
Stone Art Hub
 
Best practices for project execution and delivery
Best practices for project execution and deliveryBest practices for project execution and delivery
Best practices for project execution and delivery
CLIVE MINCHIN
 
Call8328958814 satta matka Kalyan result satta guessing
Call8328958814 satta matka Kalyan result satta guessingCall8328958814 satta matka Kalyan result satta guessing
Call8328958814 satta matka Kalyan result satta guessing
➑➌➋➑➒➎➑➑➊➍
 
Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024
Adnet Communications
 
Industrial Tech SW: Category Renewal and Creation
Industrial Tech SW:  Category Renewal and CreationIndustrial Tech SW:  Category Renewal and Creation
Industrial Tech SW: Category Renewal and Creation
Christian Dahlen
 
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your TasteZodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
my Pandit
 
Observation Lab PowerPoint Assignment for TEM 431
Observation Lab PowerPoint Assignment for TEM 431Observation Lab PowerPoint Assignment for TEM 431
Observation Lab PowerPoint Assignment for TEM 431
ecamare2
 
Top mailing list providers in the USA.pptx
Top mailing list providers in the USA.pptxTop mailing list providers in the USA.pptx
Top mailing list providers in the USA.pptx
JeremyPeirce1
 
Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)
Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)
Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)
Lviv Startup Club
 
Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024
Kirill Klimov
 
Digital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on SustainabilityDigital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on Sustainability
sssourabhsharma
 
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdf
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfThe 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdf
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdf
thesiliconleaders
 
Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024
Top Forex Brokers Review
 
The latest Heat Pump Manual from Newentide
The latest Heat Pump Manual from NewentideThe latest Heat Pump Manual from Newentide
The latest Heat Pump Manual from Newentide
JoeYangGreatMachiner
 
2022 Vintage Roman Numerals Men Rings
2022 Vintage Roman  Numerals  Men  Rings2022 Vintage Roman  Numerals  Men  Rings
2022 Vintage Roman Numerals Men Rings
aragme
 
GKohler - Retail Scavenger Hunt Presentation
GKohler - Retail Scavenger Hunt PresentationGKohler - Retail Scavenger Hunt Presentation
GKohler - Retail Scavenger Hunt Presentation
GraceKohler1
 

Recently uploaded (20)

Innovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & InnovationInnovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & Innovation
 
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
 
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
 
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...
 
Best Competitive Marble Pricing in Dubai - ☎ 9928909666
Best Competitive Marble Pricing in Dubai - ☎ 9928909666Best Competitive Marble Pricing in Dubai - ☎ 9928909666
Best Competitive Marble Pricing in Dubai - ☎ 9928909666
 
Best practices for project execution and delivery
Best practices for project execution and deliveryBest practices for project execution and delivery
Best practices for project execution and delivery
 
Call8328958814 satta matka Kalyan result satta guessing
Call8328958814 satta matka Kalyan result satta guessingCall8328958814 satta matka Kalyan result satta guessing
Call8328958814 satta matka Kalyan result satta guessing
 
Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024
 
Industrial Tech SW: Category Renewal and Creation
Industrial Tech SW:  Category Renewal and CreationIndustrial Tech SW:  Category Renewal and Creation
Industrial Tech SW: Category Renewal and Creation
 
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your TasteZodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
 
Observation Lab PowerPoint Assignment for TEM 431
Observation Lab PowerPoint Assignment for TEM 431Observation Lab PowerPoint Assignment for TEM 431
Observation Lab PowerPoint Assignment for TEM 431
 
Top mailing list providers in the USA.pptx
Top mailing list providers in the USA.pptxTop mailing list providers in the USA.pptx
Top mailing list providers in the USA.pptx
 
Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)
Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)
Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)
 
Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024
 
Digital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on SustainabilityDigital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on Sustainability
 
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdf
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfThe 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdf
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdf
 
Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024
 
The latest Heat Pump Manual from Newentide
The latest Heat Pump Manual from NewentideThe latest Heat Pump Manual from Newentide
The latest Heat Pump Manual from Newentide
 
2022 Vintage Roman Numerals Men Rings
2022 Vintage Roman  Numerals  Men  Rings2022 Vintage Roman  Numerals  Men  Rings
2022 Vintage Roman Numerals Men Rings
 
GKohler - Retail Scavenger Hunt Presentation
GKohler - Retail Scavenger Hunt PresentationGKohler - Retail Scavenger Hunt Presentation
GKohler - Retail Scavenger Hunt Presentation
 

“Crucial Content Elements to Drive Your Marketing”

  • 1. Crucial Content Elements to Drive Your Marketing Curt Porritt SVP of Marketing MasterControl, Inc. #cmworld
  • 2. What is “Content Marketing?” Basic Philosophy: “You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.” Dale Carnegie #cmworld
  • 3. What is “Content Marketing?” • “Curt’s Definition” Content marketing involves delivering a large amount of valuable information to prospects and customers with the ultimate goals of increasing loyalty, introducing solutions, and improving brand. Everything points to valuable content. #cmworld
  • 4. It Should Be Process-Driven Call Team Activities Sales - Stages 1 through 9 Hold, Lost, Hold, Lost, Deferred, Dead, Deferred, Dead, Zombie, Hot, Etc. Zombie, Hot, Etc. The Internal Marketing Machine (email, direct mail, white papers, newsletters, webinars, etc.) #cmworld
  • 5. What Types of Content? Customer 4 Prospect Prospect Website Newsletters Website White Papers, Customer Data Newsletter Sheets, Webinars, Case Videos, and Studies, Flash Tours etc. #cmworld
  • 6. What Types of Content? • In a typical year we’ll produce about 450 content projects or 8.5 per week (Team of four writers & two designers) – 73 Newsletters Articles – (4 prospect newsletters, 1 customer newsletter) – 36 Email Blasts - (Does not include newsletter blasts.) – 25 Customer Website Pages – (ads, product, events, training, etc.) – 89 Prospect Website Pages – (new and edited) – 74 SEO Articles Published – (link-building articles) – 66 Sales-related Collateral – (brochures, white papers, case studies) – Public Relations Collateral – (15 press releases, 12 LinkedIn pages) – 12 Direct Mailers – 42 Event Pages – 4 Flash Quick Tours #cmworld
  • 7. Driving Content • Search Engines #cmworld
  • 12. Driving Content • White Papers #cmworld
  • 14. Driving Content • Social Media #cmworld
  • 15. Driving Content • Social Media: Investment Social media investment is second from top. #cmworld
  • 16. Driving Content • Social Media: Effort vs. Effectiveness Social media effectiveness is close to the bottom. #cmworld
  • 17. Driving Content • Social Media: SEO Effectiveness Social media is next to last in SEO effectiveness. #cmworld
  • 18. Driving Content • Social Media: Lead Generation Effectiveness Social media is next to last in lead generation effectiveness. #cmworld
  • 19. Driving Content • Social Media: Is It The Next Dot.com Bubble? – We haven’t yet figured out social media, especially among B2B companies. – The hype and investment is greater than the results (so far). – It’s not going away. (We need to figure it out.) – It will be interesting to watch. – My advice: Invest Cautiously! #cmworld
  • 20. Tracking Results - Analytics From the Online Forms We Know: SalesForce • Company • Name • Department • Industry • Phone # • Email • Country • Job Title • Comments What We Know via Other Means: • Interests (keyword used, white paper downloaded, etc.) • Lead Quality (A vs. B) • Lead Source (video, “contact us” form, trade show etc.) • Campaign (PPC, banner ads, internal email, external email, etc) • Duplicate Lead (if they have filled out a form on our site before) • First Conversion Date (the first time they requested info from the website) #cmworld
  • 21. Tracking Results - Analytics #cmworld
  • 22. Tracking Results – Website 8 7 Most Popular Website Pages 6 Form Conversion 5 2009 – 36% 4 2010 – 35%’ 2011 – 37% 3 2009 2010 2 2011 YTD 1 0 #cmworld
  • 23. Tracking Results – Qual. Opps Total Qualified Opportunities in the Sales Pipeline 2008 thru 2012 600 500 400 329 2012 300 285 2011 244 2010 200 2009 188 2008 146 100 90 46 0 #cmworld
  • 24. Tracking Results – Qualified Opps 2011 Total Qualified Opportunities in Sales Pipeline Partners Sales 5% 13% Marketing 82% #cmworld
  • 25. Tracking Results - Branding Number of Search Engine Searches for "MasterControl" 2,200 2,000 1,800 1,600 1,400 master 1,200 control mastercontro l 1,000 Total 800 600 400 200 0 #cmworld
  • 26. Tracking Results - Branding From which of the following companies have you received communication within the last month? (i.e. newsletter, white paper, direct mail, email, etc. Please check all that apply.) 35.0% 30.0% 25.0% 20.0% 15.0% 2008 10.0% 2009 5.0% 2010 0.0% #cmworld
  • 27. Tracking Results - Branding When you think of the communication you’ve received from these companies, to which ones have you responded within the past year? (i.e. visited their website, called them, emailed them, attended a webinar/seminar, downloaded a white paper, read a newslette 30.0% 25.0% 20.0% 15.0% 2008 2009 10.0% 2010 5.0% 0.0% MasterControl Sparta ETQ Pilgrim Camstar MetricStream Qumas Systems (Trackwise) #cmworld
  • 28. Summary • Content Marketing Works – Offering content with real value yields loyalty, sales opportunities, and improved branding • It requires an investment in time and effort • It is a strategic, long-term process, not a short- term, tactical activity • Tracking success and making adjustments is important #cmworld
  • 29. Thank You! Crucial Content Elements to Drive Your Marketing Curt Porritt SVP of Marketing MasterControl, Inc. #cmworld