content is king: discover the crucial elements of a successful content strategy to maximize results...
DESCRIPTION
Curtis Porritt - MasterControl Inc., Keynote Speaker at the marcus evans B2B Marketing Summit 2011, in Colorado Springs, delivered his presentation entitled Content is King: Discover the Crucial Elements of a Successful Content Strategy to Maximize ResultsTRANSCRIPT
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Content is KingCurt Porritt
SVP of MarketingMasterControl, Inc.
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What is “Content Marketing?”
• “Curt’s Definition”
Content marketing involves delivering a large amount of valuable information to
prospects and customers with the ultimate goals of increasing loyalty, introducing
solutions, and improving brand.
Everything points to valuable content.
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It Should Be Process-Driven
RAE - Stages 1 through 9Call Team Activities
Lead
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om M
ktg
Pro
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SF Con
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arm
Cal
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Task
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Sho
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ist
Tech
nica
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Tailo
red
Res
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Eng
age
Sel
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Com
mitt
ee
Pro
ject
Def
initi
on
Qua
lifie
d O
pp.
Hold, Lost, Deferred,
Dead, Zombie, Hot, Etc.
Win
Con
trac
t Neg
otia
tion
Exe
cutiv
e A
ppro
val
The Internal Marketing Machine
(email, direct mail, white papers, newsletters, webinars, etc.)
Hold, Lost, Deferred,
Dead, Zombie, Hot, Etc.
Acc
epte
d O
pp.
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What Types of Content?
4 Prospect Newsletters
Customer Website
White Papers,
Data Sheets,
Case Studies,
etc.
Webinars, Videos, and Flash Tours
Customer Newsletter
Prospect Website
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What Types of Content?• In 2010 we produced 443 writing projects or 8.5 per
week (write, edit, graphics, layout, review, & publish)
– 73 Newsletters Articles – (4 prospect newsletters, 1 customer newsletter)
– 36 Email Blasts - (Does not include newsletter blasts.)
– 25 Customer Website Pages – (ads, product, events, training, etc.)
– 89 Prospect Website Pages – (new and edited)
– 74 SEO Articles – (link-building articles)
– 66 Sales-related Collateral – (brochures, white papers, case studies)
– Public Relations Collateral – (15 press releases, 12 LinkedIn pages)
– 12 Direct Mailers– 42 Event Pages– 4 Flash Quick Tours
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Driving Content• Search Engines
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Driving Content• Website
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Driving Content• Website
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Driving Content• Email
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Driving Content• Newsletters
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Driving Content• White Papers
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Driving Content• Multimedia
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Tracking Results - AnalyticsFrom the Online Forms We Know:• Company• Name• Department • Industry• Phone #• Email• Country• Job Title• Comments
What We Know via Other Means:• Interests (keyword used, white paper downloaded, etc.)• Lead Quality (A vs. B)• Lead Source (video, “contact us” form, trade show etc.)• Campaign (PPC, banner ads, internal email, external email, etc)• Duplicate Lead (if they have filled out a form on our site before)• First Conversion Date (the first time they requested info from the website)• Date Created
SalesForce
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Tracking Results - Analytics
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Tracking Results – Website
Form Conversion2009 – 36%2010 – 35%’2011 – 37%
Most Popular Website Pages
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Tracking Results – Qual. Opps
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Tracking Results – Qual. Opps
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Tracking Results - Branding
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Tracking Results - Branding
![Page 20: Content is King: Discover the Crucial Elements of a Successful Content Strategy to Maximize Results - Curtis Porritt, MasterControl Inc](https://reader036.vdocuments.us/reader036/viewer/2022081518/54bfd3604a795901528b4628/html5/thumbnails/20.jpg)
Tracking Results - Branding
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Summary
• Content marketing works– Offering content with real value yields loyalty, sales
opportunities, and improved branding
• It requires an investment in time and effort
• It is a strategic, long-term process, not a short-term, tactical activity
• Tracking success and making adjustments is important
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Questions?
Curt PorrittSVP of Marketing
MasterControl, Inc.
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MC’s Marketing Organization