#cmworld
“Content Marketing In the Age of the Empowered
Customer”
Rob YoegelContent Marketing Director, Monetate
#cmworld
From asking for directions . . .#cmworld
To getting directions
#cmworld
To getting directions . . .
In the Age of the Empowered Customer,the rules have changed.
#cmworld
One size fits all?
#cmworld
One size fits none!
#cmworld
The Apple Effect#cmworld
Apps
#cmworld
#cmworld
Customers are expecting smarter, more relevant experiences.
#cmworld
For the marketer who can deliver, the customer will reward you.
#cmworld
Source: eConsultancy
6%
33%
61%
Yes, Definitely Yes, Somewhat No
94% of companies agree that delivering a relevant experience ‘is critical to business performance’
#cmworld
Source: eConsultancy
19% Uplift in sales
By delivering more relevant and personalized experiences.
#cmworld
experience matters
Source: Gartner
#cmworld
Your customers are no different
Your customers are no different.
#cmworld
Click-throughsMarketing InfluenceContact/Demo RequestsConversions
#cmworld
It is imperative for us to reinvent our programs
to engage the Empowered Customer.
Relevant. Smart. Impact.
#cmworld
The MonetateContent Marketing
Program
#cmworld
#cmworld
#cmworld
#cmworld
Tipping Point?
100%
75%
50%
25%
57%
40%
20%
75%
92%100%
Marketing Influence on Revenue
2010 2011 2012 2013 2014 2015
#cmworld
Reach(Lead-gen)
Impact(In-funnel)
Reaching the Tipping Point
#cmworld
Reach(Lead-gen)
Impact(In-funnel)
Reaching the Tipping Point
#cmworld
#cmworld
#cmworld
The Reach Effect:Contacts at 82% of new business closed in the 1H 2013 attended at
least one webinar.
#cmworld
#cmworld
How we are responding to the Empowered Customer.
#cmworld
Greater Content Marketing focus on Impact vs. Reach.
#cmworld
Personalize for our best prospects.
#cmworld
REICompany
Retail (Sporting Goods)Industry
VP, EcommercePersona
ContentProfile Actions
Customer Stories
Case Studies
Videos
Webinars
PROSPECT OPTIMIZATION PROGRAM
Hero Sliders
Visual Search
Right Rail
Content Blocks
Copy
#cmworld
Don’t forget about existing customers.
#cmworld
#cmworld
#cmworld
The Result:A 225% increase in contract size
directly attributed to this webinar.
#cmworld
The Result6 issues, 3,029 MQLs, influenced over
$700K in up-sell business and$200K in new wins.
#cmworld
ContentProfile Actions
Customer Stories
Case Studies
Videos
Webinars
CUSTOMER UP-SELL PROGRAM
Insert Banner
Recommendations
PatagoniaCompany
Retail (Sporting Goods)Industry
VP, EcommercePersonas
Merchandising Manager
Web Operations
#cmworld
Your customers are no different
Start Your Move from Best Practices to Next Practices.
#cmworld
Techniques for Content Marketers in the Age of the Empowered Customer4 #cmworld
1. Conversion Events
#cmworld
1. Conversion Events
#cmworld
2. Attribution Mapping
#cmworld
100%
75%
50%
25%
3. Let the voice of your customer guide you
Early Mid Late
Infographic CaseStudy
eBook Blog WhitePaper
Webinar Research(EQ)
Content Stage
#cmworld
4. Deliver the smart, relevant experiences your prospects and customers deserve
#cmworld
Content Marketing in the age of the empowered consumer.
Relevant. Smart. Impact.
#cmworld
Rob Yoegel, Content Marketing Director
follow @monetate on
monetate.com/resources
Thank You!
#cmworld
“Content Marketing In the Age of the Empowered
Customer”
Rob YoegelContent Marketing Director, Monetate
Top Related