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

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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

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Who do you look for?

Content Planning.

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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Buying Stages—Creating Your Funnel

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Mapping Content

• Mid Stage Gated? Yes

• Late Stage Gated? Mostly No

• Early Stage Gated? No

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Buyer Personas

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VS.

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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

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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

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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

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THE 3 R’s OF CONTENT MARKETING Optimization

Repurpose, Rewrite, Retire

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Repurpose Content

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Repurpose “Big Rock” Content Example

Definitive Guide to MA:

Webinars:

Ebooks:

Infographics:

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Videos:

Blogs:

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Repurpose Blogs

Blog to Ebook

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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.

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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Lead Nurturing Relevance

1. Buying Stages2. Persona3. Interest/Industry/Location4. Dynamic Content

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Lead Nurture Pathway Example

• Buying Stage Tracks

• Interest Based Tracks (example: Events)

Content Marketing ROI.

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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

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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

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Q&ADayna Rothman: drothman@marketo.com@dayroth