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▪ Former Bid Manager at City & Guilds Group
▪ Former Enterprise Solutions Manager at Workstar
▪ Speaker at LinkedIn Social Selling Roadshows
▪ Founding Member of LinkedIn Sales Navigator Community
Michael Goeden
Director of Strategic Partnerships
@ the Digital Marketing Institute
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What is ‘content’?
▪ Blog posts
▪ eBooks
▪ Infographics
▪ Case studies
▪ Research
▪ Interviews
▪ Videos
▪ Podcasts
▪ Newsletters
▪ Brochures
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Our Blog = 52% of traffic
On a first click basis our blog drives huge amounts of
traffic to our website: creating direct return, brand
searches and remarketing opportunities.
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Content marketing adoption
Of the world’s
population regularly
uses the internet
46%
Of CMOs believe
custom content is the
future of marketing
within an organization
78%
Expected increase in the
digital industry spend on
content marketing from
2014 ($145b) to
2019 ($300b)
106%
Of B2B marketers have
implemented content
marketing
88%
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What makes great content
▪ Engages your audience
▪ Provides them with value
▪ Shares best practice or culture
▪ Demonstrates passion
▪ Strengthens relationships / community
▪ Builds authority / thought leadership
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▪ Is your content about your customer?
▪ Does your content relate to your products?
▪ Is it interesting and value-adding?
▪ Is it part of an overall campaign with a pathway from
prospect to lead (e.g. CTAs)?
▪ Back up your content with strong creative
▪ Create ‘evergreen’ content
▪ Ensure it is optimised for search (SEO)
▪ Invest… and be consistent
We create 3x pieces of high-value content per week
Tips: Building great content
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▪ Collect data and create personas for better targeting
▪ Start a newsletter (inbox is powerful)
▪ Create a forum / group to promote discussion
▪ Incorporate digital / social selling
▪ Use Account-Based Marketing (ABM) if applicable
▪ Allocate some budget to distribution
▪ Are there Calls-To-Action (CTAs) to get the prospect to
visit your site and convert to a lead?
▪ Measure engagement
Tips: Distribution
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Attract
▪ Content distributed to prospects via social media,
search results or email
▪ Attracts prospects as it provides value
▪ Content includes a CTA to download brochure or an
eBook
Convert
▪ Prospect now clicks through to website
▪ Download requires details (now a lead)
▪ Lower propensity leads can be remarketed to
▪ Qualified and progress to sales rep
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Case Study - General audience
Reach: 1,926
CTR: 0.2%
Blog - Digital Transformation theme
targeting IT education providers
Reach: 2,529
CTR: 0.75%
Social shares: 241
LinkedIn InMail (Paid) Campaign -
targeting specific accounts and roles
Reach: 529 InMail Sends
Open rate: 52%
CTR: 3%
ABM example – Surrounding the audience on LinkedIn
▪ 52% of first-click interaction is via the blog
▪ In the last 12 months:
o 300% increase in organic traffic to the blog
o 165% increase in lead-gen from the blog
o 49% increase in Facebook followers
o 88% increase in Newsletter subscriptions
o 115% increase in LinkedIn followers
Digital Marketing Institute Success:
2012 2013 2014 2015 2016
STUDENT VOLUMES
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“Make a commitment to becoming
visible using modern day social
marketing.
Visibility stems from the value you can
bring people through content and
engagement.
Scaling your network in the digital age is
a great competitive advantage!”
Jack Kosalowski, CEO, Creation Agency
Content is King!