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
#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
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
To Gate or not to Gate?
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
THE 3 R’s OF CONTENT MARKETING Optimization
Repurpose, Rewrite, Retire
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Lead Nurture Pathway Example
• Buying Stage Tracks
• Interest Based Tracks (example: Events)
Content Marketing ROI.
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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
