why your content marketing isn't working.. yet

WHY YOUR CONTENT MARKETING ISN’T WORKING …YET …and what leaders are doing right

January, 2014

2

DESPITE WIDESPREAD DISCUSSION AND ADOPTION OF CONTENT MARKETING…

3

THERE’S A CLEAR EXECUTION GAP BETWEEN THOSE GAINING ROI FROM CONTENT MARKETING, AND THOSE WHO ARE NOT.

4

WHAT ARE THE LEADERS DOING RIGHT?

5

USE CONTENT IN NURTURE-BASED MARKETING CAMPAIGNS THAT MOVE BUYERS CLOSER TO PURCHASE

COMPANIES WITH SUCCESSFUL MARKETING STRATEGIES:

6

FOCUS ON IMPROVING THE TARGETING OF THEIR CONTENT MARKETING EFFORTS (I.E. Content personalization, situational content, etc.)

COMPANIES WITH SUCCESSFUL MARKETING STRATEGIES:

7

INCREASE THE QUANTITY OF RELEVANT CONTENT THEY'RE PUBLISHING ON THEIR WEBSITE

COMPANIES WITH SUCCESSFUL MARKETING STRATEGIES:

8

Whether you’re among the 79% of companies currently working to improve your content marketing strategy, or even one of the 21% w/ a robust initiative already in place, consider the following…

MARKETERS KNOW THAT GOOD LEADS AREN’T BORN THAT WAY, THEY’RE MADE.

9

NURTURE NOT NATURE

CONTENT MARKETING IS A NURTURE TOOL… CONVERTING INTEREST IN A TOPIC, INTO A SALES-READY LEAD

10

NURTURE NOT NATURE

LEADERS CREATE CONTENT THAT ALIGNS TO BOTH A PERSONA, AND A SPECIFIC STAGE IN THE BUYERS JOURNEY

11

NURTURE NOT NATURE

LEARN ABOUT YOUR BUYER, IDENTIFY THEIR STAGE IN THE BUYER’S JOURNEY, THEN TAILOR YOUR CONTENT.

12

NURTURE NOT NATURE

A LARGE PERCENTAGE OF CONTENT INTERACTIONS OCCUR VIA THE CORPORATE WEBSITE…

13

THINK SYSTEMATICALLY

…UNFORTUNATELY, MANY WEB CMS IMPLEMENTATIONS WEREN’T BUILT WITH CONTENT MARKETING IN MIND.

14

THINK SYSTEMATICALLY

LEADERS ARE MORE LIKELY TO LINK THE CMS WITH THEIR MARKETING SYSTEM TO BETTER TRACK CONTENT PERFORMANCE, AND EVEN DRIVE PERSONALIZATION.

15

THINK SYSTEMATICALLY

THINK SYSTEMATICALLY ABOUT HOW INTEGRATION ACROSS YOUR CMS & YOUR MARKETING PLATFORM CAN OPTIMIZE THE CONTENT EXPERIENCE.

16

THINK SYSTEMATICALLY

LASTLY, HOW DO WE MEASURE THIS CRAZY THING CALLED CONTENT MARKETING?

17

MEASURE WHAT MATTERS

SIMPLIFY. THINK OF INDIVIDUAL CONTENT ASSETS LIKE MARKETING OFFERS…

18

MEASURE WHAT MATTERS

… AND MEASURE THE INCREMENTAL LIFT GENERATED BY THAT SPECIFIC CONTENT TYPE (or specific piece of content)

19

MEASURE WHAT MATTERS

WANT MORE INFO? TO READ THE RESEARCH BEHIND THIS SLIDESHARE: HTTP://RESPONSE.ABERDEEN.COM/CONQUER_SALES Tell me what you think! angela.odowd@hartehanks.com

January, 2014