Creating Content that Converts
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Transcript of Creating Content that Converts
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Creating Content that Converts: Lean Content Marketing for Lead GenerationDayna Rothman, Content Marketing Manager, Marketo@dayroth
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Brand awareness
Brand preference
Risk reduction
Blogs Definitive GuidesResource Center VideoWebinars
Content Marketing for Brand & Like
@jonmiller @mpranikoff
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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Your Team.
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Staffing for Content Creation
• Get stakeholder buy-in• Appoint executive editor• Invest in content creators
• Content consumers• Great communicators• Self-promotional
• Distribute creation: internal + community-generated
• Create a content / social policy
Marketo invests 10% of headcount
into content
www.marketo.com/trust/social-media-
policy.php
@jonmiller @mpranikoff
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Chief Content Officer/ Director of Content• Executive leadership• Responsibilities include:
• Owns story of the business• Content final approval• Web/creative approval• Contract negotiations• Audience development/influencer relationships• Measurement• Accountability
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Managing Editor
• Content creation• Production• Scheduling• Consistency • SEO• Publishing
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Content Creators
• Additional team members• Internal SMEs• Outsourced writers• Content creation services• Partners/thought leaders
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Content Producers
• Design team• In-house• Outsourced• Agency
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Organizational Content Contributors
How do you get the thought leaders in your company to create content?• Stakeholder /executive support• Grass roots evangelism• Training• Incentive programs• Create a splash!
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Who do you look for?
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Content Planning.
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Buying Stages—Creating Your Funnel
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Mapping Content
• Mid Stage Gated? Yes
• Late Stage Gated? Mostly No
• Early Stage Gated? No
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Buyer Personas
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
VS.
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Content Arcs/ Themes
• What do you want to talk about and when?• Themes based on product releases, new services, other
announcements• Themes based on trends, hot topics• Arcs could be 1 month – 6 months depending on your
business• Example: Agency Content Arc
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Ideation
Generating ideas on a consistent basis has been reported to be one of the biggest content marketing challenges.
• Engage your organization• Social listening• Customer interviews• Surveys• Hot trends and topics• SEO considerations• Personal/business interests
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
To Gate or not to Gate?
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Form Length
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Lean Content Creation.
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Content isn’t Just Whitepapers.
• Blog posts• Videos• Podcasts• SlideShare Presentations • Infographics• Moving Infographics• Activity Books/Worksheets • Articles
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Visual Helps Content Stand Out
VS.
13,000 Views 339,000 Views
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THE 3 R’s OF CONTENT MARKETING Optimization
Repurpose, Rewrite, Retire
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Repurpose Content
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Repurpose “Big Rock” Content Example
Definitive Guide to MA:
Webinars:
Ebooks:
Infographics:
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Videos:
Blogs:
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Repurpose Blogs
Blog to Ebook
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Rewrite and Redesign
Before After
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Retire
• Every piece of content should have a limited shelf life• Ask yourself:
• How is this content piece performing?• Could we rewrite or redesign?
• Obvious content to retire:• Reports that are dated• Assets around an event• Topic is no longer relevant
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Promoting Your Content: A Sample Plan
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Asset
The Definitive Guide to Social Marketing: 111,000 Views
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Webinars
• Webinar 1: The Definitive Guide to Social Marketing• Registrants: 2,775 Attendees: 588• Recorded Asset: 14,000 Views
• Webinar 2: The ROI of Social Marketing• Registrants: 2,289 Attendees: 568• Recorded Asset: 3,000 Views
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
On Your Website
@jonmiller @mpranikoff
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
On Your Blog
@jonmiller @mpranikoff
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Email Promotions
• Rolling Launch: 4 Email Blasts to Database
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Be Everywhere
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Social Promotions
• Facebook Tab: 10,854 Views, 2,680 Form Fill-outs• Facebook Ads: 2620 Downloads• Twitter Ads: 1,430 views, 31 Form Fill-outs • SlideShare: 7,641 views, 312 Downloads
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Visual Content for Social
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Re
ach
& E
ng
age
me
nt
Soci
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ft
Soci
al Li
ft
Soci
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Soci
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Landing Pages
Website Facebook Pages
Online Ads Email
Soci
al Li
ft
Events
On Every Channel
@jonmiller @mpranikoff
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Social Referral Campaign
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Social Metrics
Asset Launch First Webinar
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Optimize for Mid-Funnel.
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Lead Nurturing Relevance
1. Buying Stages2. Persona3. Interest/Industry/Location4. Dynamic Content
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Lead Nurture Pathway Example
• Buying Stage Tracks
• Interest Based Tracks (example: Events)
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Lead Nurture Example 1: Buying Stage Track• Email 1: Tactical Social Media Plan (educational)• Email 2: Creating Content that Sells (educational)• Email 3: Definitive Guide to Marketing Automation
(soft promotion)• Email 4: Definitive Guide to Lead Nurturing (soft
promotion)• Email 5: Marketing Automation Buyers Guide (soft
promotion)• Email 6: Case Study 1 (hard promotion)• Email 7: Case Study 2 (hard promotion)• Email 8: Demo Offer (hard promotion)
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Lead Nurture Example 2: Interest Based (Email Marketing)
• Email 1: 10 Tips for Successful Email Marketing (educational)
• Email 2: Beyond B2B Email Marketing (educational)• Email 3: Graduating from Email Marketing to Marketing
Automation (soft promotion)• Email 4: The Definitive Guide to Marketing Automation
(soft promotion)• Email 5: Internal Selling PPT Template for Marketing
Automation (soft promotion)• Email 6: Email Marketing Case Study (hard promotion)• Email 7: Demo Offer (hard promotion)
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Content Marketing ROI.
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Renting vs. Owning
Instead of buying media, marketers are becoming media and owning it.
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Cost per Lead
Source: Kapost
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Source: Kapost
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What Are Other’s Doing?
Source: CMI
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
ROI Measurements
• Determine what you want to measure• Contact us• Social engagement• Linkbuilding and SEO• Website stats like time spent on page, bounce rate
• Conversions• Email conversions• Lead quality• Retention period • Sales cycle
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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
7 Key Takeaways
1. The way buyers buy has changed forever—the way we market and sell must change as well.
2. Publish/own content to help leads find you.3. Investing in the right team is the key to success.4. Do more with less by using lean content creation5. Multi-channel content promotion will give you biggest
bang for your buck.6. Create content for all stages of the buying cycle 7. Think big, start small, move quickly!
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Q&ADayna Rothman: [email protected]@dayroth