Selling Content Marketing to Your CFO

Answer your CFO's toughest questions about content marketing to unlock the budget you'll need for your next initiative.

Marketing

Our Presenters
© Percussion Software 2015 #contentbudget 1

Why should you get a budget?
“Because everyone else is doing it” is not
going to get you the budget or support you
need to prove the bottom-line benefits of
content marketing!
© Percussion Software 2015 #contentbudget 2

Ask Your CFO
“How do you look for product solutions?”
© Percussion Software 2015 #contentbudget 3

Searching for software
1. Google it.
2. Review first page search results.
3. Ignore all the ads.
4. Avoid vendor content.
5. Click on content from a trusted or known
source.
© Percussion Software 2015 #contentbudget 4

Searching for software
1. Google it.
Keywords and SEO in Content
2. Review first page search results.
Keywords and SEO in Content – 1st page or else
3. Ignore all the ads.
Paid just doesn’t work anymore
4. Avoid vendor content.
Just advetorial
5. Click on content from a trusted or known source.
Bingo!
© Percussion Software 2015 #contentbudget 5

CFO Question
#1
How does content lead to revenue?
© Percussion Software 2015 #contentbudget 6

Content benefits
• Awareness
• Engagement
• Value
© Percussion Software 2015 #contentbudget 7

CFO Question
#2
How can content that’s not about our
products be effective?
© Percussion Software 2015 #contentbudget 8

It’s about engagement
You wouldn’t just walk up to someone and
say “Hey, let’s get married!” and expect a
positive response. Customers have to get to
know us and see us as a trusted advisor.
© Percussion Software 2015 #contentbudget 9

CFO Question
#3
Isn’t it expensive to produce white papers
and videos?
© Percussion Software 2015 #contentbudget 10

Content doesn’t have to cost much
Content marketing is a lot less expensive
than traditional advertising and isn’t limited
to expensive long form deliverables.
Think blogs, existing collateral, even press
releases – any PDF or URL can be
considered content.
© Percussion Software 2015 #contentbudget 11

CFO Question
#4
But aren’t we going to need to add
headcount to keep the content fresh and
growing our content marketing assets?
© Percussion Software 2015 #contentbudget 12

Content is everyone’s job
Sales, support, product development, HR –
everyone needs to contribute.
Content can be used more than once or
repurposed.
Content can also come from our relationships
outside of the company – partners, resellers,
even happy customers!
© Percussion Software 2015 #contentbudget 13

CFO Question
#5
But how are you going to measure the
effectiveness of our content marketing
efforts? How are you going to tie it into
revenue?
© Percussion Software 2015 #contentbudget 14

© Percussion Software 2015 #contentbudget 15
Great question!

What about you?
What are some of the questions your CFO is
asking you?
© Percussion Software 2015 #contentbudget 16

Traditional SEO is gone for good. Over the past year or two, Google has released a series of updates to its algorithm that has profoundly impacted SEO as we’ve known it. Updates include encryptions on searches, personalized search results tailored especially to you, and a brand new social media platform. When taken individually, each impacts one particular issue such as helping to eliminate content farms from top search results, or helping to rank freshly updated content higher. But when taken together and with the benefit of hindsight, it’s game over for what you thought you knew about traditional SEO.

Increase Conversions on Content Rich Websites Using Personalization

Fuel Your Digital Marketing Initiatives with Scalable Content Strategy

Getting Client Buy-in

Liam Hughes

Creating Content Marketing Programs that Product Revenue

Kapost

Live Webinar: Creating a Winning Content Strategy for Sponsored Content

Join LinkedIn’s in-house Sponsored Content experts as they explore best practices for creating Sponsored Content that drive results. They’ll walk you through strategy basics and touch on everything from calendar creation to how to set up a successful campaign. See who’s beating LinkedIn’s performance benchmarks, how they’re doing it, and how you can leverage their winning strategies to meet your own business objectives.

Live Webinar: 10 Ways to Drive Killer Results for your Clients with Sponsored...

As an agency professional, you know how important content marketing is - 98% of B2B marketers say it’s core to their marketing strategy and more than half of them plan to increase their content marketing budget this year. And you’re constantly looking to drive a higher return on investment for the content marketing campaigns you manage. We get it and we can help. LinkedIn product marketing manager Phillip Han and senior global marketing manager, Ligia Ishida as they show you how to drive killer results for your clients using Sponsored Updates. They'll bring winning content strategies to life by showcasing real campaigns from top-performing B2B brands.

Let's Get Visual

The way companies nurture leads has changed dramatically. What once was the domain of the sales department now is the responsibility of the marketing team. Today's most effective marketers are moving their lead nurturing programs beyond the email inbox and embracing multichannel nurturing - which includes display and social media advertising. This webcast will explore the basics of building a complete lead-nurturing program to reach and engage both known and anonymous prospects. Plus, John McTigue of Kuno Creative and Andrew Hickey of eCornell will share their secrets for reaching more of the right people with always-on tactics that deliver measurable results.

Melissa Joy Kong - How to Use Content to Grow Your Business

Autumn Quarantotto

How to Enable Sales & Share Content Internally with Kapost Gallery

Kapost

91% percent of B2B marketers use content marketing, but 65% of the content created goes unused. This growing gap between content creation and content discoverability is causing marketing nightmares—especially when it comes to locating, aligning, and distributing content. Learn how to empower your sales people with content and drive marketing results with a content repository that is accessible, relevant, and trackable. Download the webinar http://bit.ly/1LOYsAb

Generate Traffic and Conversions on Your Blog... Without Creating Another Post

Wondering how many more blog posts you need to write in order to increase your search rank? Think again: there IS a way for you to increase blog conversions and traffic without publishing new content. In this on-demand Google Hangout, Uberflip VP of Marketing Hana Abaza chats with HubSpot's Principle Optimization Marketing Manager on how to increase blog conversions... without creating another post! Check out the page here: http://offers.hubspot.com/generate-traffic-and-conversions-on-your-blog-hangout

Developing an editorial mindset in a non-editorial business

Sticky Content

John Jantsch — How to Guide The Perfect Customer Journey

Semrush

Best Of SEJ Summit: Duane Forrester on the Future of Voice Search

Necessary Elements of Digital Marketing to Grow Your Business

Digital Vidya

10 Unique Ways To Improve Ad Copy

Hanapin Marketing

With all the optimization work that goes into PPC, it’s easy to lose sight of the actual ad copy. Even though it is the only thing the searcher sees, ad copy often stagnates as the ad testing plan winds down and the enthusiasm brought about by a new project subsides into the steady hum of routine tasks. In this webinar presentation, experts from Hanapin Marketing and Brainlabs Digital go through 10 unique ways to breathe new life back into your PPC ads and discuss why testing that ad copy is such an important tactic in your strategy.

Getting Started With Google Analytics - Jon Hibbitt

SiteVisibility

How to Get the Most Out of Your Inbound Certification

You’ve studied up and passed the Inbound Certification exam. Now what? Now it's time to take advantage of your accomplishment by highlighting your shiny new marketing certification badge. This deck will cover 7 easy ways you can get the most out of your Inbound Certification badge and certificate to gain more opportunities. Not certified yet? Become a certified inbound pro here: http://hubs.ly/y0GZT60

3 Powerful Ways SEO User Intent Drives Higher Lead Quality

Driving organic traffic to your site but not seeing enough conversions? Then your content might not be meeting the users’ needs. To drive conversions, you need to know what your leads are searching for and deliver engaging content that resonates to them. Register now for the next sponsored Search Engine Journal webinar. Anna Charity, Senior Product Marketing Manager at CallRail, will share three ways you can use your own customer data to drive more qualified, high-converting leads. In this presentation, you will learn: - Why you need to care about customer intent. - What messaging actually resonates and drives a lead to call, text, chat, or submit a form to your business. - Actionable tips to boost lead quality with SEO user intent.

Beginner's Guide To Local Business Internet Marketing - National Positions/To...SL Ecommerce and ReviewsReputation.com

Live Demo: How SEJ Advertising Drives Awareness & Targeted Leads

Whether you’re looking to raise awareness, effectively build brand authority, supply your sales team with qualified leads, or drive the right traffic to your landing pages, there’s an SEJ advertising product to serve your marketing goals. SEJ advertising has successfully matched hundreds of brands to digital marketers in need of the products and services that help them do better work and build the kinds of businesses that command their industry. From the in-house or agency SEO of all levels to executive veteran marketers, the SEJ audience is made up of decision makers and key influencers thirsty for the best tools and services in the biz. Jessica Cromwell, Director of Sales at yours truly, will show you how Search Engine Journal advertising is all about bridging the gap between distinguished brands like yours and its staunch community of enthusiastic marketers. In this webinar, you will learn: - What SEJ advertising products are best suited for specific marketing goals - Why the majority of SEJ advertisers are repeat customers - And how SEJ advertising generates quality leads, boosts awareness and can help to position you as the authoritative expert that you are.

STAT City Crawl: London - Duplicate content and topic issues in modern SEO

Edd Wilson

Curating Content Strategies for eCommerce Businesses - Meet Magento Indonesia...

Himani Kankaria

Boost Your Content Reach and Engagement: Why, Where, When & How

Thought Leadership Partners

Awesome audiences: Eva Wilkes - SearchNorwich 5

SearchNorwich

Eva gives a quick introduction to useful, high-converting audiences and how they prevent wasted spend, she explains how businesses of any size can use remarketing to leverage high quality site content, increasing return traffic and cementing brand awareness. Next, she takes an in-depth look at why, when and how to build Custom Affinity audiences, taking targeting decisions away from Google and putting it back in the hands of the advertiser for maximum ROI.

[Case Study] Reaching Small & Medium Business Owners on LinkedIn

Thought leadership as a content marketing strategy

Content Marketing Tips for 2021: Expert Roundup

Adsy

What's hot

What is content marketing?

Emily Hill

Live Webinar: Lead Nurturing Beyond the Email Inbox

Melissa Joy Kong - How to Use Content to Grow Your Business

Autumn Quarantotto

How to Enable Sales & Share Content Internally with Kapost Gallery

Kapost

Generate Traffic and Conversions on Your Blog... Without Creating Another Post

Developing an editorial mindset in a non-editorial business

Sticky Content

John Jantsch — How to Guide The Perfect Customer Journey

Semrush

Best Of SEJ Summit: Duane Forrester on the Future of Voice Search

Necessary Elements of Digital Marketing to Grow Your Business

Digital Vidya

10 Unique Ways To Improve Ad Copy

Hanapin Marketing

Getting Started With Google Analytics - Jon Hibbitt

SiteVisibility

How to Get the Most Out of Your Inbound Certification

3 Powerful Ways SEO User Intent Drives Higher Lead Quality

Beginner's Guide To Local Business Internet Marketing - National Positions/To...SL Ecommerce and ReviewsReputation.com

Live Demo: How SEJ Advertising Drives Awareness & Targeted Leads

STAT City Crawl: London - Duplicate content and topic issues in modern SEO

Edd Wilson

Curating Content Strategies for eCommerce Businesses - Meet Magento Indonesia...

Himani Kankaria

Boost Your Content Reach and Engagement: Why, Where, When & How

Awesome audiences: Eva Wilkes - SearchNorwich 5

SearchNorwich

[Case Study] Reaching Small & Medium Business Owners on LinkedIn

What's hot (20)

What is content marketing?

Live Webinar: Lead Nurturing Beyond the Email Inbox

Melissa Joy Kong - How to Use Content to Grow Your Business

How to Enable Sales & Share Content Internally with Kapost Gallery

Generate Traffic and Conversions on Your Blog... Without Creating Another Post

Developing an editorial mindset in a non-editorial business

John Jantsch — How to Guide The Perfect Customer Journey

Best Of SEJ Summit: Duane Forrester on the Future of Voice Search

Necessary Elements of Digital Marketing to Grow Your Business

10 Unique Ways To Improve Ad Copy

Getting Started With Google Analytics - Jon Hibbitt

How to Get the Most Out of Your Inbound Certification

3 Powerful Ways SEO User Intent Drives Higher Lead Quality

Beginner's Guide To Local Business Internet Marketing - National Positions/To...

Live Demo: How SEJ Advertising Drives Awareness & Targeted Leads

STAT City Crawl: London - Duplicate content and topic issues in modern SEO

Curating Content Strategies for eCommerce Businesses - Meet Magento Indonesia...

Boost Your Content Reach and Engagement: Why, Where, When & How

Awesome audiences: Eva Wilkes - SearchNorwich 5

[Case Study] Reaching Small & Medium Business Owners on LinkedIn

The number one killer of a successful web project is bad assumptions running amok. Whether it’s a complete redesign, switching to a new CMS, or developing a completely new digital property, faulty expectations can doom a project before it even starts. Join Sara Murray from Boston Interactive to debunk the top 10 web design myths and break free of the most common misconceptions: CMS selection can wait - Visual design is the most important piece of any project - Mobile comes in the next phase - The project is done after you launch - and more! Make sure your next website project stays on track by separating fact from fiction. Plan for a successful design and launch with the right information and expectations from day one.

Don’t Stop at Responsive: Optimize Your Site to Increase Conversions on Mobile

Optimizing the delivery of assets ensures that the most important content and calls to action are prioritized when the site loads. In this webinar Ari Weil of Yottaa will explain how Application Sequencing technology can boost site performance and serve up what you want your customers to see. You will learn: Why responsive design is just the tip of the optimization iceberg How Application Sequencing intelligently serves content based on device, browser, and connection speed How site speed and perceived responsiveness impact conversions and sales Website visitors increasingly expect speed, responsiveness, social integration, and personalization on any device. See how you can still deliver a well-rounded experience and capture business without sacrificing performance.

How to Personalize Your Website Content in the Moment

How to Redesign for Student Success Like the Princeton Review

Liberating Your Content for Cross-Channel Distribution

Most discussions around the web today focus on the visual and technical challenges associated with communicating our message across different platforms. How will the layout adapt, what will the design do, who can write the code? Great questions, but all of these fail to acknowledge perhaps the most important aspect of your digital presence - your content. Regardless of design and development, failure to deliver content that delivers a consistent experience across all platforms leaves your digital strategy with little value. Visit http://www.percussion.com to learn more.

Website Governance: Tips for Defining a Successful Strategy