Why Content Marketing Automation Is Your New Best Friend (With Benefits)
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This document summarizes a webinar about content marketing automation. It discusses how content marketing automation can help solve problems like resource centers failing to engage audiences. It provides an example of how Monetate, a digital marketing company, implemented Uberflip's content hub solution integrated with Marketo to better author, distribute, and measure their content marketing. This resulted in a 250% increase in conversion rates for Monetate's content. The webinar advocates that experience, targeting, control, and calls-to-action matter for effective content marketing and how automation can help improve productivity, workflow, and insights.
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Why Content Marketing Automation Is Your New Best Friend (With Benefits)
- 1. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Why Content Marketing Automation Is Your New Best Friend (With Benefits) #LaunchPoint Leo Strupczewski, Monetate Randy Frisch, Uberflip Maggie Jones, Marketo
- 2. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Your Speakers Leo Strupczewski Content Manager Randy Frisch COO & Co-Founder Maggie Jones Content Marketer
- 3. Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Quick Housekeeping • Chat box is available if you have any questions • There will be time for a Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides and the recording of today’s webinar • Twitter hashtag: #LaunchPoint
- 4. Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential CONTENT MARKETING
- 5. Page 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential WHY IT’S HOT
- 6. Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential WHY IT’S NOT
- 7. Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 4 Pillars of Content Marketing Authoring Experience Distribution Measurement
- 8. Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 4 Pillars of Content Marketing Authoring Distribution
- 9. Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Example: Why do resource centers fail? Backend Developer Graphic Designer Demand Gen Frontend Developer Marketing Mary
- 10. Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Solution: Content Marketing Automation
- 11. Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential It doesn’t stop with the resource center! Mary becomes the the content quarterback: Landing pages Social hubs Campaigns Sales enablement Tailored experiences
- 12. Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 13. Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential MONETATE’S TARGET AUDIENCE Digital marketers who are looking to create more relevant online experiences Includes retail / ecommerce, B2B and many other verticals
- 14. Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential HOW MONETATE USES MARKETO Using Marketo for 5 years focusing on: Landing pages Lead nurturing and lead scoring Demand generation and multi-touch attribution Syncing with Salesforce
- 15. Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential MONETATE’S CONTENT STRATEGY Build credibility and thought leadership Content that aligns with buyer interest Content that aligns with Monetate’s offering
- 16. Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Understanding what’s working and which content converts Improving sales enablement Creating a better customer experience MONETATE’S CONTENT MARKETING CHALLENGES Giving the marketing team more control
- 17. Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 18. Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Monetate’s Content Hub!
- 19. Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 250% increase in conversion RESULTS Landing Page Integrates with Marketo Combines the power of a Marketo landing page with the quicker access to the content!CTA Overlay
- 20. Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Triggering campaigns in Marketo based on content engagement Enhance lead scoring in Marketo based on consumption patterns WHAT’S NEXT Better insights > increased content ROI
- 21. Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 22. Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 23. Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 24. Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 25. Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 26. Page 26 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 27. Page 27 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 28. Page 28 © 2013 Marketo, Inc. Marketo Proprietary and Confidential WHY WORKED FOR Quick & easy setup live within 24 hours Few resources needed less costly than building in house Increased productivity better workflow for the marketing and demand gen teams Integrated with Marketo connecting content hub to Marketo for better insight Measurable results 250% increase in conversion rate for content
- 29. Page 29 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 30. Page 30 © 2013 Marketo, Inc. Marketo Proprietary and Confidential EXPERIENCE MATTERS
- 31. Page 31 © 2013 Marketo, Inc. Marketo Proprietary and Confidential TARGETING MATTERS
- 32. Page 32 © 2013 Marketo, Inc. Marketo Proprietary and Confidential CONTROL MATTERS
- 33. Page 33 © 2013 Marketo, Inc. Marketo Proprietary and Confidential CTAs MATTER
- 34. Page 34 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 35. Page 35 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Q&A
- 36. Page 36 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Leo Strupczewski Content Manager Randy Frisch COO & Co-Founder Maggie Jones Content Marketer
- 37. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Thank you!
Editor's Notes
- Label Mary Marketer (badge), Demand Gen Debbie > woman Multiple people Takes time Shitty experience Hard to updated No insight Totally static and manual Mary’s problem: Page was tied to WordPress, difficult to update or modify Too much time and effort to change the layout meant they couldn’t be agile in their content marketing No clear owner… the web team, content team, demand gen team? Limited content discovery, people would click to view in-depth content (whitepaper) and hit a dead end Lacked engagement metrics and insights into what was working
- Change what Mary’s holding, tablet with hub / logo
- About Monetate
- We’ve been using Marketo for a long time and have seen great results wrt lead nurturing and demand generation. But when it came to connecting our content marketing strategy with our demand gen strategy, there were a few things missing.
- Content Strategy Like most young companies, we started with content marketing to build credibility and become thought leaders in the website optimization and personalization space. That’s changing as we mature. Thought leadership is still important to us, especially since a space like online personalization is still developing, but our content marketing team is now focused on creating content that aligns with with buyer interest and Monetate’s product offering. We want to educate and inspire everyone in our sales funnel (and even those who have converted) by developing content that is interesting, useful and reassuring.
- Specific Challenges Top three content marketing challenges: Understanding what’s working. A download only tells you so much. We want to know a lot more. What are people doing when they’re reading our EQ? Are they reading the whole thing? Are they focused on one aspect of it? Should that aspect be a blog post? Should it be a Tweet? Improving sales enablement. We’re looking at the performance of our content from a macro level. But our sales team can get a better understanding of what’s moving the needle with a customer by paying attention to the micro level. Did the prospect actually flip through the EQ? What part did they read? Can our sales person act on that information? Also, we’re planning to build out hubs and streams that are targeted to our sales team’s various needs. A person in the field has different content marketing needs than an inside sales team member. Uberflip is going to help us serve the right content to each of them. Customer experience. Randy already talked about this, but we had also been wanting to improve the actual reading experience associated with our content. Our old blog seemed … well … old. And the experience surrounding our premium content felt like everyone else’s. Some of our biggest fans tell us that we produce some of the best stuff they read. Shouldn’t it feel that way? Also, when I saw that the Marketo-CTA integration allowed us to not “gate” content for returning visitors, that was a clincher. In fact, we’ve already gotten a thank you from a customer for that. It’s a small change, but one that I think all of us get annoyed with.
- Go to live demo
- Overlay Link: http://content.monetate.com/h/i/12496428-ecommerce-quarterly-q1-2014 Combines the power of a marketo landing page with the accessibility of a CTA overlay
- Transition to how the integration works and which Uberflip metrics happen
- Talk about monetate results – recent eBook
- Two screenshots