Introduction to Content Marketing

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We’re going back to the basics. Watch Ellen Gomes, Senior Manager of Content Marketing at Marketo, discuss strategies for creating and distributing content marketing, why content marketing can’t be ignored, and how to identify metrics that indicate success.

Intro to Content Marketing
Ellen Gomes, Content Marketing Manager
@egomes1019

• This webinar is being recorded! Slides and recording will be sent to
you after the webinar concludes.
• Have a question? Use the chat box and I’ll get to your questions
after the webinar.
• Posting to social? Use our hashtag - #mktgnation
• There is a brief survey after the webinar
Housekeeping

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About Me
• Sr. Content Marketing Manager at
Marketo
• Fun Fact: I have a semi-famous dog.
@pudge_the_corgi
@egomes1019

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Today’s Agenda
• Why is content so important?
• How to create content
• Distributing content effectively
• How to measure your impact

Break Through
2900
Marketing
& Sales
Messages Per Day
@egomes1019

The State of Engagement, Marketo, 2017
@egomes1019

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Everyone Is Doing It
B2B marketers B2C marketers
(WHEN ASKED, MOST MARKETERS SAY THEY DO CONTENT MARKETING)
@egomes1019

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But Is It Strategic?
Does your content creation process consider your business
priorities and goals? How can you ensure that it does?
STEP 1: Do an audit.
 Review all your existing materials against your audience and
lifecycle
 Identify content stakeholders
 Ask them key questions:
• How they use content
• What are they missing
• What works and doesn’t work
@egomes1019

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Create Strategic Content
STEP 2: Develop a Process
 How does your process fill stakeholder needs?
 How do you communicate it to the rest of your organization?
Content
request
brief
submitted
by subject
matter
expert
Content
Team brief
review
Approve or
add to wish
list
Add to
content plan
Committee
approval
Add content
to editorial
calendar
Start
production
Example Content Request Process
@egomes1019

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Create A Content Calendar
Build SEO into your content plans—from large assets to
blogs and social media.

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Fresh Doesn’t Have To Mean New
Sometimes you need to
create new content, but
not always.
@egomes1019

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Think Green, Evergreen
Evergreen content stands the test of time. Here are 3 tips
to creating content that lasts:
1. Don’t use terms that date it, or statistics that won’t age
well.
2. Make sure it’s applicable beyond a specific point in
time.
3. Create content about a topic that your audience cares
about now and will continue to care about.

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Guides & Reports

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Ebooks

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Infographics

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Blogs

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Videos

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Distribution is a Big Part of Your Success
The State of Engagement, Marketo, 2017
@egomes1019

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Distribution Should Span All Functions
• Paid Programs
• Paid Ads
• Email
• Web Personalization
• Target Accounts
• Website
• Social Media
• SEO
• Press & Coverage
• Sales Training and
Enablement
• Advocates
• Customer Community
• Customer
communications
• Influencers
• Blog

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Define Your Metrics Early
1
•Lift in website traffic, new visitors, social shares, referring
domains, form fill outs, comments and site interactions
2
•Subscription to email or RSS, new names, % new names per
program
3
•# Leads (right demographics, desired behavior), investment
per lead
4
•Engagement score for set of programs per month
5
• # of opportunities
6
•First Touch Ratio
7
•Multi Touch Ratio
8
• Pipeline
@egomes1019

Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 8/29/2017
Example: A Program Designed to be
Measureable
955 shares (blog)
10.8K downloads
440 new names
$35.7K MT pipeline

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Understand Your Results: First Touch
Tie your Content to revenue
Watched our demo
video on home
page
Registered for
Analytics
Webinar
Downloaded
Analytics Survey
Results
Attended “Top
10 Marketing
Reports”
Webinar
Engaged with a
Social Post
Connected with
Sales Rep
3 months
$100K
$100K

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Understand Your Results: Multi Touch
Watched Our
Demo Video
on Home page
Registered for
Analytics
Webinar
Downloaded
Analytics
Survey Results
Attended “Top
10 Marketing
Reports”
Webinar
Engaged with
a Social Post
Connected
with Sales Rep$25K
$0
$25K
$25K $100K
$25K
3 months

Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 8/29/2017
Track All Touches Across All People

Contact Me:
egomes@marketo.com
@egomes1019
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The Secret to Engaging Modern Consumers: Journey Mapping and Personalization In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty. Key Takeaways: Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends

Offissa Dizayn - Otel, Kafe, Restoran Kataloqu_240603_011042.pdf

offisadizayn

BLOOM_May2024 (r). Balmer Lawrie Online Monthly Bulletin

BalmerLawrie

De-risk Your Digital Evolution - Hannah Grap

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.

Digital Strategy Master Class - Andrew Rupert

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

First Things First: Building and Effective Marketing Strategy Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success. Key Takeaways: -Recognize the critical role of strategy in marketing -Learn our approach for building an actionable, effective marketing strategy -Receive templates and guides for developing a marketing strategy

Grow Your Business Online: Introduction to Digital Marketing

Digital Discovery Institute

In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business. website = https://digitaldiscovery.institute/ address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308

Unknown to Unforgettable - The Art and Science to Being Irresistible on Camer...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025. And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos. So is there science behind what makes people absolutely irresistible on camera? The answer: definitely yes. In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.

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