Date post: | 06-May-2015 |
Category: |
Marketing |
Upload: | g3-communications |
View: | 353 times |
Download: | 2 times |
Session sponsored by!
#LLCseries
Content Marketing for Demand Generation ROI: Create, Track, and Optimize Your Content Strategy!
#LLCseries
Questions / ON24 Logistics !
• Download this white paper. • View our podcast. • Take our assessment • …
#LLCseries
Follow this webinar on Twi>er
#LLCseries Demand Gen Report: @DG_Report
Captora: @Captora
Dayna Rothman: @dayroth
#LLCseries
Lead LifeCycle Series Prize Box!
Register, a>end and tweet the Lead LifeCycle Series sessions using the #LLCseries hashtag to be entered into the Prize Box giveaway! The more sessions you a>end and tweet, the higher
the chance at winning one of these awesome prizes!
See the full contest details and rules at: h>p://www3.demandgenreport.com/lls14/contest-‐rules.html
#LLCseries
About Demand Gen Report!
@DG_Report http://linkd.in/DG_Specialists
• Launched in 2007 to track best pracQces in lead generaQon
• Newsle>er has grown to more than 28,000 readers
• We also offer a menu of research and best pracQces reports
• New audio/video podcasts at DemandGenReport.com
#LLCseries
Panelists!
Dayna Rothman, Director of Content MarkeQng,
Captora
Kim Zimmermann, Managing Editor,
Demand Gen Report
#LLCseries
The Power of Natural Language Processing
Identify new campaign and conversion opportunities
Repurpose existing content to create new campaigns
across channels
Continually optimize campaign to maximize
conversion
[1] Opportunity
Analyzer
[2] Content-Driven
Execution
[3] Always-On
Optimization
Discover, engage and convert new buyers by intelligently and automatically scaling content-driven campaigns across multiple channels!
What Sets Captora Apart? !!
Today’s Shi[ing Buyers
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The buying process has changed. No longer is sales the first contact a buyer has with your company.
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And your buyers have changed. They live in a mulK-‐device, mulK-‐channel world.
#LLCseries
The abundance of informaKon is astounding.
#LLCseries
And informaQon abundance = a>enQon scarcity.
#LLCseries
Content is king (and queen).
#LLCseries
You can (and should) use your content to generate leads.
Scaling Your Content ProducQon Efforts
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Chief Content Officer Managing Editor
Content Specialist Outsourced Team
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The turkey dinner analogy for content opKmizaKon.
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REPURPOSE CONTENT
Content PromoQon for Lead GeneraQon.
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Website homepage for opKmal placement.
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Content Resources Center for content merchandising.
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Always write a blog to promote your content.
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Don’t forget about social media real estate.
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Make your content interacKve and dynamic.
#LLCseries
Send an email out to your database and send sponsored emails!
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Create Capture Sites in Captora to help you rank, promote your asset, and convert visitors.
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First page of Google search results.
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Create custom images for social promoKon.
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Mix paid with your organic social promoKon for opKmal li\.
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all your leads.
Content ROI
#LLCseries
#LLCseries
Define your goals. !
#LLCseries
• Standard ebook 5-10 pages: $4000!
• Large ebook 30-60 pages: $6500!
• Cheatsheet/onepager: $500!• Slide deck: $7500!• Writing services (monthly):
$2500!• Managing editor yearly salary:
$60,000 - $100,000 per year!• Director of Content/Chief
Content Officer yearly salary: $150,000 - $200,000 per year!
!
Sample content budget.
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What content are leads downloading?!
#LLCseries
Are you getting more known or new names in your database?!
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Calculate cost per lead!
Content Piece Investment Leads $ Per Leads
Ebook 1 $4500 200 $23
Slide deck $6500 100 $65
Analyst Report
$15,000 700 $21
#LLCseries
Content score can help you benchmark. !You CompeQtors
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Traffic and conversions are key. !
#LLCseries
Social sharing to track virility and stickiness. !
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Track content performance in programs. !
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First touch and multi-touch attribution is key to determine revenue and pipeline generated by content. !
#LLCseries
Multi-touch ratio is the golden ratio. !
Content Investment FT Pipe MT Pipe MT RaKo
Ebook 1 $4500 $10,000 $52,000 11.5
Ebook 2 $4500 $5,000 $126,000 28
Slide deck $6500 $12,000 $20,000 3.0
MT RaQo = MT Pipe/Investment *RaQos above 10 are good, above 7 are OK, and less than 5 not good
#LLCseries
Is sales using your content during the sales cycle?!
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Closing your content gaps. !
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Check out Our Content Marketing Scorecard!Go to bit.ly/contentscore!
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What do you get?!bit.ly/contentscore!!
#LLCseries
Q & A // Panelists!
Dayna Rothman, Director of Content MarkeQng,
Captora
Kim Zimmermann, Managing Editor,
Demand Gen Report
#LLCseries
Lead LifeCycle Series Prize Box!
Register, a>end and tweet the Lead LifeCycle Series sessions using the #LLCseries hashtag to be entered into the Prize Box giveaway! The more sessions you a>end and tweet, the higher
the chance at winning one of these awesome prizes!
See the full contest details and rules at: h>p://www3.demandgenreport.com/lls14/contest-‐rules.html
#LLCseries
Thanks for attending this session!!
Make sure to a>end the next session in the Lead LifeCycle Series:
h>p://dg-‐r.co/lls14