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Trip kucera

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Trip kucera

  1. 1. Content-based Marketing Comes of Age Prepared for: Trip Kucera, Sr. Research Analyst Marketing Effectiveness & Strategy Aberdeen Group@TripKucera
  2. 2. 2
  3. 3. 1. Content-based marketing ≠ inbound marketing2. Content-based marketing is guided by the ethos and spirit of inbound marketing – whether used in outbound or inbound3. Content-based marketing best practices revealed 3
  4. 4. Aberdeen Maturity Class FrameworkAberdeen’s Methodology  What are Best-in-Class External and internal forces that impact an organization’s companies doing differently? Pressures: market position, competitiveness, or business operations.  What pitfalls are they Actions: The strategic approaches that an organization takes in response to industry pressures. avoiding? The business competencies (organization, process, etc…)  Why are they achieving Capabilities: required to execute corporate strategy. greater success? The key technology solutions required to support the Enablers: organization’s business practices.  What technologies and services are enabling them to succeed? @TripKucera 4
  5. 5. Companies NOT Best-in-Class require 20X more site visits to generate a customer*.* Based on difference in website & lead conversion rates 5
  6. 6. 6
  7. 7. Source: Smithsonian National Postal Museum 7
  8. 8. OutboundInbound Search, Social & Content-Based Marketing Campaigns Syndication 8
  9. 9. Content drives buyer engagement.Engagement fuels buyer intelligence. 9
  10. 10. 88% of companies either have a robustcontent-based marketing strategy inplace (16%) or are assessing / takingsteps to improve content creation anddeployment (72%) Source: Aberdeen Group, October 2011 10
  11. 11. Content Best-in-Class Industry Average Laggards 60% 56% Percentage of Respondents 50% 41% 40% 36% 30% 20% 10% Resource dedicated to creating content to support marketing campaigns n = 163 11
  12. 12. Best-in-Class Industry Average Laggards 50%Percentage of Respondents 42% 40% 30% 25% 24% 20% 10% 0% Process to analyze effectiveness of marketing content n = 163 12
  13. 13. 1.Web & social metrics2.Campaign metrics 13
  14. 14. Best in Class Industry Average Laggards 70% 61%Percentage of Respondents 60% 50% 40% 28% 29% 30% 20% 10% 0% Process to review web content for search engine optimization n = 130 14
  15. 15. Best in Class Industry Average Laggards 60% 52%Percentage of Respondents 48% 47% 41% 40% 22% 20% 14% 13% 9% 9% 0% Track the utilization Knowledge of how our The ability to optimize and performance of web content is being web content based on web content viewed (i.e. browser, cross-channel buyer mobile, etc.) activity n = 130 16
  16. 16. Companies that track utilization / performance of web contentCurrent Percentage All Others 3.9% 4.0% 3.0% 2.2% 2.0% 1.0% 0.0% Average website conversion rate n = 130 17
  17. 17. Companies that track utilization / performance of web content All Others 15.0%Year-over-year change 11.3% 10.0% 5.0% 3.9% 0.0% Unique website visitors n = 130 18
  18. 18. Mapping it Out Best-in-Class Industry Average Laggards 40% Percentage of Respondents 35% 30% 24% 20% 15% 10% 0% Content marketing map defined based on funnel stage and buyer persona n = 163 19
  19. 19. 70% 67% Marketing 59% Awareness 56% 56% 48% 63% 43% Marketing 53% Conversion 62% 28% 42% 64% 37% 65%Marketing Nurturing 42% 44% 46% 45% 20% 18% Sales Qualified 45% 39% 32% 25% Whitepapers 7% (non-product) 3% Sales Mid-Stage 36% Podcasts 22% 20% eBooks 16% 7% 3% Product-specific Sales Closing 33% content 22% 12% Infographics 27% 27% Webinars / 29% webcasts Post Sales 40% 28% 38% 0% 10% 20% 30% 40% 50% 60% 70% Percentage of Respondents, n = 110 20
  20. 20. Infographics 67%Marketing Awareness 58% 38% 33%Marketing Conversion 37% 0% 44% Marketing Nurturing 47% 38% Best-in-Class 33% Sales Qualified 42% 38% Industry Average 33% Laggards Sales Mid-Stage 16% 25% 33% Sales Closing 21% 13% 44% Post Sales 26% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% Percentage of Respondents, n = 110 21
  21. 21. Whitepapers (not product specific) Marketing 87% 63% Awareness 67% Marketing 80% 66% Conversion 22% Marketing 80% 63% Nurturing 44% 47% Sales Qualified 47% 33% Best-in-Class 20% Sales Mid-Stage 31% Industry Average 11% 7% Laggards Sales Closing 25% 0% 27% Post Sales 28% 22% 0% 20% 40% 60% 80% 100% Percentage of Respondents, n = 110 22
  22. 22. Video 67% Marketing Awareness 65% 30% 60% Marketing Conversion 65% 10% 53% Marketing Nurturing 35% 40% 47% Sales Qualified 35% 20% 47% Sales Mid-Stage 17% 10% Best-in-Class 33% Sales Closing 13% Industry Average 10% Laggards 33% Post Sales 22% 10% 0% 20% 40% 60% 80% Percentage of Respondents, n = 110 23
  23. 23. Content marketing map defined based on funnel stage and buyer persona All Others 4.0% 3.5%Current Percentage 3.0% 2.7% 2.0% 1.0% 0.0% Average website conversion rate n = 273 24
  24. 24. Content marketing map defined based on funnel stage and buyer persona All Others 25% 24% 21% 20% 20%Current Percentage 15% 12% 10% 5% 0% MQL to sales-qualified lead Conversion rate of marketing (SQL) conversion rate response / lead to Marketing Qualified Lead (MQL) n = 273 25
  25. 25. 1. When it comes to content-based marketing, don’t get hung up on inbound vs. outbound2. Get creative about (creating) content (see @abonde)3. Align content to the buyer’s journey. To do this effectively, you must measure the impact of your content 27
  26. 26. Thank you Trip Kucera, Sr. Research Analyst Marketing Effectiveness & Strategy Aberdeen Groupe: trip.kucera@aberdeen.comt: @TripKucera

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