The document contains notes and slides from a presentation by Jamie Berger on content marketing. Some key points discussed include the need for content marketing strategies to start with search engine optimization and research on customers; becoming an agile, collaborative "publisher" of content focused on customer value; and measuring content marketing efforts and optimizing performance over time based on data.

1. Realize Realistic Results with
Real Content Marketing
Jamie Berger
Senior Manager, Digital Marketing - Dell Software
@jamiehberger
jamiehberger
jamiehberger@gmail.com

2. 12x: Global Search, Online Advertising & Media
Organic, Paid, On Site, Digital Consulting
@jamiehberger

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@jamiehberger

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The Digital world is adjacent like never
before... closer than ever. You, the
buyer, can jump site to site, platform to
platform, medium to medium, message to
message, block ads or people, hop
content to content... without ever
having to interact with a brand or
talking to you.
Scott Brinker – CTO @ ION Interactive, ChiefMartec.com, Author of Hacking
Marketing and A New Brand of Marketing
@jamiehberger

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Time is the sole measure of scarcity. It’s
a zero sum: a minute spent on one site is a
minute not on another.
If you are a publisher, enticing someone
to spend time on your content means
competing with the entire sum of human
knowledge.
“building the attention economy”
@jamiehberger

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Anyone with internet
access and an idea can
potentially develop an
audience
Kevin Spacey @ AT&T Dev Summit, Jan 5 2016 in Las Vegas
@jamiehberger

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If content is King
intent is Queen,
divorce is not an option
Jamie Berger
@jamiehberger

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@jamiehberger
Ours is an era of
distraction… it’s a
punishing drumbeat of
constant input, this
cacophony which
follows us into our
homes and into our
beds and seeps into our
souls, for want of a
better word.
Sherlock Holmes – Elementary, Season 2 EP 7

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Intent?
@jamiehberger

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B2B Marketing Framework
• Modern marketing starts with research,
strategy and knowing your customer
• Authority and thought leadership drive
content marketing tracked by technology
• Automation nurtures life-changing content
to and through buyer journeys
• Hand-off to Sales through connected
systems, insights and enablement
• Customer engagement creates up and
cross-sell opportunities and brand
advocates
• Measure, refine, optimize and iterate with
tracking and analytics
@jamiehberger

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Become a publisher
1. Content, social and distribution calendars based on cycles, updates, wins and losses
2. Herd your teams into a collective machine
3. Everything is a negotiation, everyone wins
4. Enable everyone, ask for requirements
5. Be driven with solutions, have empathy
@jamiehberger

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Become a publisher
6. Tell a story and create a narrative
7. Connect with your prospects and customers, remember they’re HUMAN
8. Constantly ask yourself – what does the reader gain (not me)?
9. If you were the customer, would this content add value to your life?
10. Can you measure milestones and success, if not how do you intend to prove it?
@jamiehberger

17. Get agile, get focused
Specific
Measurable
Attainable
Relevant
Timebound
@jamiehberger

18. Get agile, get focused
Specific What is the objective?
Measurable What does good look like?
Attainable “Self…is this realistic?”
Relevant What is the value?
Timebound End of Q2
@jamiehberger

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You keep using that word…
@jamiehberger

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Rapid iterations over long term campaigns
Testing and data not HIPPO opinions and conventions
Numerous iterations and experiments not a few very big bets
Collaboration, engagement, accountability and transparency over silos
Engage your audience vs. target markets
“Getting Started with Agile”
http://bit.ly/AgileEwel
You keep using that word…
@jamiehberger

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Responsible Accountable Consulted Informed
Additional Stakeholder Roles include: Channel, eCommerce, Renewals, Solutions, Regional Field, Support* Any work request
requires assignment to
Sprints and prioritized
by Scrum Owners
@jamiehberger

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Personas = people
Have empathy
Why should they care?
@jamiehberger

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If your content strategy doesn’t begin with SEO, it’s broken
@jamiehberger

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Person focused – more than a persona
@jamiehberger

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http://bit.ly/ZenithDBA
What?
@jamiehberger

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So What?
@jamiehberger

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Now What?
@jamiehberger

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Then What?
http://bit.ly/ZenithDBA2
@jamiehberger

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Conversion Rate
24.07%
Registration Rate
13%
Blog Visitor Growth MoM
15%
Measure every miss, every win, report value, and only what matters
Blog Share of Voice
17.5%
@jamiehberger

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0
10
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60
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90
100
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Homepage Authority FY16
Dell.com Software.dell.com
Source: Moz, Open Site Explorer
@jamiehberger

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0%
10%
20%
30%
40%
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Organic Search Paid Traffic Conversion Rate
@jamiehberger

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Paid Social is to
Content Marketing
as PPC is to SEO
Marty Weintraub
@jamiehberger

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With scaled content marketing, becoming agile and acting as
a publisher… and, after migrating 3 major sites
Pipeline Revenue
Organic Contribution YoY
FY15 FY16
Millions
@jamiehberger

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Agile ≠do more
@jamiehberger

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Agile ≠go faster
@jamiehberger

36. Thank you!
Jamie Berger
TW @jamiehberger
LI jamiehberger
E jamiehberger@gmail.com
@jamiehberger