the dark side of content marketing
TRANSCRIPT
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Who We Are
Eric MacCollMarketing Director
Nicole KarlisContent Manager
Miles GotcherLead Gen Manager
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@GetScripted
#ContentDarkSide
Tweet With Us!
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Documented Strategy Not Documented Strategy0%
10%
20%
30%
40%
50%
60%
70%
60%
32%
% Highly Effective at Content Marketing
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Develop Content Around These Personas
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Scripted’s Editorial Calendar
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Buyer Persona
Editorial Calenda
r
Create Content
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Content Marketing Generates 3X More Leads Per Dollar
source: Demand Metric
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Segmentation
Demographics Behaviors
Geography Personality
Stage
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The Buyer Journey
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Keep Testing!
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“Only 21% of marketers think that they are
successful at measuring the ROI of their content marketing efforts.”
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Step Back: What Are Your Goals?
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ROI Is More Than ‘Sales’
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Focus on Engagement and Quality First
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“The one metric I really look at is comments per post. It tells me how engaged an audience is. No matter how much traffic you have, if you can’t cultivate an engaged audience you won’t be able to convert those visitors into customers.”
- Neil Patel, Founder of Quick Sprout
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How Evernote Focuses on Engagement
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Can You Answer These Questions?
Are people sharing your content?
Are people commenting on your posts?
Are people liking your content?
Do people read your content?
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Can You Answer These Questions?
Are people sharing your content? - Buffer, Sharedcount.com, SimpleReach, Buzzsumo
Are people commenting on your posts?- Disqus, Livefyre, Google+, Facebooks
Are people liking your content?- Facebook, LinkedIn
Do people read your content?- Google Analytics, Kapost, CrazyEgg, Scroll Depth Plugins
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Stats to Measure Engagement
• Traffic
• Time on Site
• Bounce Rate
• Social Shares per Post
• Pages Per Visit
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Time to Grow Subscribers, Leads, and Sales
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Fill Top Of Funnel Through Content
TrafficLeadsMQLsOppsW
ins
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Fill Top Of Funnel Through Content
TrafficLeadsMQLsOppsW
ins
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B2C Content
Traffic
Sales
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Turning Traffic to Leads
1. Newsletters
1. Overlay
2. Top right sign up
3. SumoMe Bar
2. Gated Content
1. eBooks
2. WhitePapers
3. Webinars
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How HubSpot Turns Traffic To Leads
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How Udemy Turns Traffic To Signups
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Cost of Content Creation
Cost of Content Promotion
Traffic Generated
Leads Acquired
Sales Opportunities
Pipeline Generated
Sales and Revenue
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B2B Metrics for Content Marketing Success
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B2C Metrics for Content Marketing Success
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Takeaways
1.Document Your Content Strategy
2.Know Your Audience
3.Segment Your Audience
4.Test!
5.Measure Your ROI
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Questions?