why your content marketing isn't working.. yet
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Why your content marketing isn't working.. YET. And what leaders are doing right.TRANSCRIPT
WHY YOUR CONTENT MARKETING ISN’T WORKING …YET …and what leaders are doing right
January, 2014
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DESPITE WIDESPREAD DISCUSSION AND ADOPTION OF CONTENT MARKETING…
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THERE’S A CLEAR EXECUTION GAP BETWEEN THOSE GAINING ROI FROM CONTENT MARKETING, AND THOSE WHO ARE NOT.
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WHAT ARE THE LEADERS DOING RIGHT?
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USE CONTENT IN NURTURE-BASED MARKETING CAMPAIGNS THAT MOVE BUYERS CLOSER TO PURCHASE
COMPANIES WITH SUCCESSFUL MARKETING STRATEGIES:
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FOCUS ON IMPROVING THE TARGETING OF THEIR CONTENT MARKETING EFFORTS (I.E. Content personalization, situational content, etc.)
COMPANIES WITH SUCCESSFUL MARKETING STRATEGIES:
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INCREASE THE QUANTITY OF RELEVANT CONTENT THEY'RE PUBLISHING ON THEIR WEBSITE
COMPANIES WITH SUCCESSFUL MARKETING STRATEGIES:
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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.
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NURTURE NOT NATURE
CONTENT MARKETING IS A NURTURE TOOL… CONVERTING INTEREST IN A TOPIC, INTO A SALES-READY LEAD
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NURTURE NOT NATURE
LEADERS CREATE CONTENT THAT ALIGNS TO BOTH A PERSONA, AND A SPECIFIC STAGE IN THE BUYERS JOURNEY
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NURTURE NOT NATURE
LEARN ABOUT YOUR BUYER, IDENTIFY THEIR STAGE IN THE BUYER’S JOURNEY, THEN TAILOR YOUR CONTENT.
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NURTURE NOT NATURE
A LARGE PERCENTAGE OF CONTENT INTERACTIONS OCCUR VIA THE CORPORATE WEBSITE…
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THINK SYSTEMATICALLY
…UNFORTUNATELY, MANY WEB CMS IMPLEMENTATIONS WEREN’T BUILT WITH CONTENT MARKETING IN MIND.
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THINK SYSTEMATICALLY
LEADERS ARE MORE LIKELY TO LINK THE CMS WITH THEIR MARKETING SYSTEM TO BETTER TRACK CONTENT PERFORMANCE, AND EVEN DRIVE PERSONALIZATION.
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THINK SYSTEMATICALLY
THINK SYSTEMATICALLY ABOUT HOW INTEGRATION ACROSS YOUR CMS & YOUR MARKETING PLATFORM CAN OPTIMIZE THE CONTENT EXPERIENCE.
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THINK SYSTEMATICALLY
LASTLY, HOW DO WE MEASURE THIS CRAZY THING CALLED CONTENT MARKETING?
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MEASURE WHAT MATTERS
SIMPLIFY. THINK OF INDIVIDUAL CONTENT ASSETS LIKE MARKETING OFFERS…
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MEASURE WHAT MATTERS
… AND MEASURE THE INCREMENTAL LIFT GENERATED BY THAT SPECIFIC CONTENT TYPE (or specific piece of content)
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MEASURE WHAT MATTERS
WANT MORE INFO? TO READ THE RESEARCH BEHIND THIS SLIDESHARE: HTTP://RESPONSE.ABERDEEN.COM/CONQUER_SALES Tell me what you think! [email protected]
January, 2014