The Power of Content Marketing - Connections LATAM

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Salesforce Marketing Cloud

Presentation from Kyle Lacy at Connections LATAM in Sao Paulo, Brazil. The power of content marketing!

Kyle Lacy
Senior Manager
Global Content & Research
@kyleplacy

We empower digital audiences
through published research,
newsworthy content, influencer
relationships, and visual
storytelling that brings data to
life.

Ginni Rometty
CEO, IBM
What you will see with rapid
data and social sharing is the
death of the average and the era
of you.
Businesses will be able to truly
serve the individual.

1. Empathy
2. Perspective Taking
Two types of marketing discovery:
@kyleplacy

Empathy
Understanding someone’s
emotional state or feelings
@kyleplacy@kyleplacy

They were really
good at empathy.
@kyleplacy

Perspective Taking
Cognitive & analytical – it’s
understanding someone’s
interests and behavior.
@kyleplacy@kyleplacy

41% of consumers buy
more from retailers who
send personalized emails
based on past buying
behaviors.Return Path
@kyleplacy@kyleplacy

@kyleplacy
+1000% CTR
+200% LEADS
+70% TRAFFIC
@kyleplacy

Location is more
than a map.
It is also a channel.
@kyleplacy@kyleplacy

85% of our respondents said
mobile devices are a central part
of everyday life.
2014 Mobile Behavior Report, ExactTarget Marketing Cloud

We sent over 1 billion digital
messages on Cyber Monday.

Many of our retail clients
experienced mobile open rates
exceeding 80%

It is important to remember
where content is being
displayed and read.

Four tips to
successful content
marketing

@kyleplacy@kyleplacy
1. Content Partnerships are Key.
2.
3.
4.

@kyleplacy@kyleplacy
1. Content partnerships are key.
2. Data always beats opinions.
3.
4.

We must move from numbers
keeping score to numbers that
drive better actions.
David Walmsley
Head of Multichannel
Marks & Spencer
@kyleplacy@kyleplacy

Tracking & Measurement
@kyleplacy@kyleplacy

@kyleplacy@kyleplacy
1. Content partnerships are key.
2. Data always beats opinions.
3. Research is the differentiator.
4.

@kyleplacy@kyleplacy
1. Content partnerships are key.
2. Data always beats opinions.
3. Research is the differentiator.
4. Think like a publisher.

Slideshare.com/exacttarget
Senior Manager
Global Content & Research
@kyleplacy

If you are a content marketer, or you are responsible for your content marketing, then you need to know how to create compelling content that can generate leads. Here, our in-house content strategist, explores the different approaches you can take that will generate you leads. Content strategy best practices we’ll explore: - How to use content as a lead generation tool - What you need to do with your content to ensure it generates leads - Elements to avoid in your content strategy

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FAIRY TALE: CONTENT IS AN ART AND RELIES ON GUT INSTINCT FACT: SUCCESSFUL CONTENT IS DATA DRIVEN AND SEMANTIC KEYWORD RIDDEN 03 How to Get Data Driven WITH YOUR CONTENT MARKETING KEYWORD PLANNER IS YOUR FRIEND • Enter words around your company or service • Enter words around your competitors or enemies • Don’t be afraid of two or three word phrases • Find Search Volume FIND WORDS THAT HAVE VOLUME TWEET OF THE DAY If no one is looking for your content, then no one will read your content. GET KEYWORD IDEAS USE THESE IDEAS TO CREATE BLOG TOPICS JUST DON’T USE THE TYPOS GOOGLE ‘HOW TO’ + ‘KEYWORD’ IN INCOGNITO PREDICTIVE SEARCH YOUR TOPICS SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them • Think of 3 ways to make your post better • Make it 10X better than those posts • Use the keywords and semantics from earlier • Distribute it like crazy! TWEET OF THE DAY Google loves great content, but it ranks content it can find no matter how people search for it. Content Marketing is Worthless if it Doesn’t Move the Needle AGENCY CLIENT Grow traffic, generate leads, and increase revenue . . . Improve Current Process and Content BLOG ITALIAN WAS FIRST LANGUAGE OUR COPYWRITER FIXED THAT Redevelop Content Strategy to Attract New Customers CHUPAMOBILE Flappy Bird The Flappy Miley Clone “Flappy bird ruined everything.” Paolo de Santis Founder, Chupamobile App re-skinners were ruining the site and causing havoc in the app store APPRENEURS • Want to build a business or an app • Do not have development experience • Development shops are expensive • Freelance Mobile Devs are flaky CONDUCT KEYWORD AND SEARCH RESEARCH BLOG TOPICS • Hiring a mobile dev • Teach people how to launch apps • How to make money from apps • Build apps with no code MATCH BLOG POSTS TO EBOOK DOWNLOAD CONTENT BUILD LANDING PAGES LOTS OF THEM MAKE IT EASY TO BECOME A LEAD • CTA on bottom of blog posts • CTA on sidebar • Exit intent pop-up CREATE CONTENT CALENDAR Launch Posts and Distribute Like a Mofo DISTRIBUTION PROCESS FOR EVERY POST NETWORK AND LINK BUILD AN OUTREACH LIST LINKEDIN IS AMAZING AGGREGATORS HELP! TWEET OF THE DAY If content gets published on the internet with no one around to read it, does it still get found19% INCREASE IN ORGANIC IN 3 MONTHS 696 LEADS IN 3 MONTHS 44% CONVERSION RATE Has Leads, Will Nurture 3.4 NURTURE LEADS TO CREATE CUSTOMERS • Downloaded guide • Introduction to Chupa email • How it works email • Chupa success story email TWEET OF THE DAY Growth hacking isn’t one tactic; it is how you string tactics together and automate them. That’s how you create growth!

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2. El Poder del Marketing de Contenido

3. Kyle Lacy Senior Manager Global Content & Research @kyleplacy

4. O que é marketing de contenido?

5. We empower digital audiences through published research, newsworthy content, influencer relationships, and visual storytelling that brings data to life.

6. Blog Video

7. Research Support

8. Four trends shaping content marketing

9. Data Equals Relevance one.

10. Ginni Rometty CEO, IBM What you will see with rapid data and social sharing is the death of the average and the era of you. Businesses will be able to truly serve the individual.

11. 1. Empathy 2. Perspective Taking Two types of marketing discovery: @kyleplacy

12. Empathy Understanding someone’s emotional state or feelings @kyleplacy@kyleplacy

13. They were really good at empathy. @kyleplacy

14. Perspective Taking Cognitive & analytical – it’s understanding someone’s interests and behavior. @kyleplacy@kyleplacy

15. FY15 Content Pillars @kyleplacy@kyleplacy PILLAR ROLE WEIGHT DESCRIPTION Data Tells All Credibility 15% Maintain the authority of the brand by demonstrating expertise through data. Content ideas include data points relevant for all areas of marketing communications from CMO to brand marketer. Be Inspired Motivation 20% Provide inspiring ideas from marketers. Content should spark inspiration for others faced with similar challenges or questions. This will include video and blog posts Personal Development Lifestyle 15% Create content that caters to the personal side of the marketer. This would include fashion, time management, and personal development. Research Thought-Leadership 25% Release market research reports pertaining to three areas > consumer research, marketer research and benchmark reports This includes global regions. Strategy How-To Education 25% Build the value by providing strategy answers and ideas from clients and internal influencers.

16. Moments Matter two. @kyleplacy

17. @kyleplacy

18. @kyleplacy

19. Content Personalization three.

20. 41% of consumers buy more from retailers who send personalized emails based on past buying behaviors.Return Path @kyleplacy@kyleplacy

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33. @kyleplacy +1000% CTR +200% LEADS +70% TRAFFIC @kyleplacy

34. Location four.

35. Location is more than a map. It is also a channel. @kyleplacy@kyleplacy

36. Content is MOBILE @kyleplacy@kyleplacy

37. 85% of our respondents said mobile devices are a central part of everyday life. 2014 Mobile Behavior Report, ExactTarget Marketing Cloud

38. We sent over 1 billion digital messages on Cyber Monday.

39. Many of our retail clients experienced mobile open rates exceeding 80%

40. It is important to remember where content is being displayed and read.

41. @kyleplacy@kyleplacy

42. Content is LOCAL @kyleplacy@kyleplacy

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48. Four tips to successful content marketing

49. @kyleplacy@kyleplacy 1. Content Partnerships are Key. 2. 3. 4.

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51. @kyleplacy@kyleplacy 1. Content partnerships are key. 2. Data always beats opinions. 3. 4.

52. Data Equals Relevance

53. We must move from numbers keeping score to numbers that drive better actions. David Walmsley Head of Multichannel Marks & Spencer @kyleplacy@kyleplacy

54. Tracking & Measurement @kyleplacy@kyleplacy

55. @kyleplacy@kyleplacy 1. Content partnerships are key. 2. Data always beats opinions. 3. Research is the differentiator. 4.

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57. @kyleplacy@kyleplacy 1. Content partnerships are key. 2. Data always beats opinions. 3. Research is the differentiator. 4. Think like a publisher.

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59. @kyleplacy@kyleplacy 1. Content partnerships are key. 2. Data always beats opinions. 3. Research is the differentiator. 4. Think like a publisher.

60. Slideshare.com/exacttarget Senior Manager Global Content & Research @kyleplacy

The Power of Content Marketing - Connections LATAM

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