creating content that converts: content marketing for lead generation
DESCRIPTION
Does your marketing team dedicate time to creating compelling content that improves your company’s industry credibility? Do you effectively engage the right prospects with relevant resources? Do your campaigns target key business segments and drive revenue? Attend this webcast and learn how to construct a solid knowledge of content marketing, match buyer personas with the appropriate marketing materials, and improve ROI. Join Dayna Rothman, Content Marketing Manager at Marketo, as she discusses: • How to create a rockstar content marketing team • The six rules of content marketing for lead generation • Best practices for creating high impact content campaigns • The three “R’s” of content marketing optimization • Measuring the ROI of content marketingTRANSCRIPT
Creating Content that Converts
Dayna Rothman, Content Marketing Manager, Marketo@dayroth
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Your Team.
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Chief Content Officer• Executive leadership• Responsibilities include:
• Owns story of the business• Content final approval• Web/creative approval• Contract negotiations• Audience development/influencer relationships• Measurement• Accountability
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Managing Editor
• Content creation• Production• Scheduling• Consistency • SEO• Publishing
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Content Creators
• Additional team members• Internal SMEs• Outsourced writers• Partners/thought leaders
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Content Producers
• Design team• In-house• Outsourced• Agency
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Who do you look for?
Content Planning.
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Buying Stages—Creating Your Funnel
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Mapping Content
• Mid Stage Gated? Yes
• Late Stage Gated? Mostly No
• Early Stage Gated? No
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Buyer Personas
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
VS.
#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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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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To Gate or not to Gate?
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Form Length
Lean Content Creation.
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
#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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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
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Repurpose “Big Rock” Content Example
Definitive Guide to MA:
Webinars:
Ebooks:
Infographics:
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Videos:
Blogs:
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Repurpose Blogs
Blog to Ebook
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Rewrite and Redesign
Before After
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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
Optimize for Mid-Funnel.
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Lead Nurturing Relevance
1. Buying Stages2. Persona3. Interest/Industry/Location4. Dynamic Content
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Lead Nurture Pathway Example
• Buying Stage Tracks
• Interest Based Tracks (example: Events)
Content Marketing ROI.
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Renting vs. Owning
Instead of buying media, marketers are becoming media and owning it.
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Cost per Lead
Source: Kapost
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Source: Kapost
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
What Are Other’s Doing?
Source: CMI
#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
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Q&ADayna Rothman: [email protected]@dayroth