Heroes & Underdogs: How Content Marketing Levels the Playing Field
Carla Johnson Principal t: @CarlaJohnson
Content marketing is like sex in high school: Everyone says they’re doing it… but few really do it well.
Source: MarketingProfs
5,000 MESSAGES A DAY
CARLA JOHNSON :: Principal @CarlaJohnson
CONTENT MARKETING DOESN’T COMPETE WITH OTHER MARKETING
John Deere launched THE FURROW in 1895.
Today :
1.5M circulation
40 countries
12 languages
91% OF B2B MARKETERS USE CONTENT MARKETING
5% have a content marketing strategy Use an average of 12 different tactics Biggest increase from 2011 to 2012:
• Research Reports • Videos • Mobile Content • Virtual Conferences
MARKETERS
Social Media Impacts B2B Decision Makers Worldwide B2B decision makers who maintain a social network profile has increased significantly
60% of B2B decision makers use social media to help inform professional decisions
Decision makers are actively participating in a variety of ways:
o Reviewing products & services
o Posting in forums
TODAY’S CONVERSATION Business Objectives
Context
Measurement
BUSINESS OBJECTIVES
TYING CONTENT MARKETING TO
Source: The Fornaise Marke2ng Group
THE CEO/MARKETING DISCONNECT
of CEOs think marketers lack business credibility and aren’t the growth generators they should be 73%
69% of marketers feel their strategies do make an impact on the business, even if they can’t quantify or prove it.
90% Objective: Improve customer engagement and upsell
BUSINESS OBJECTIVES VS ACTIVITY
Web Traffic
30% Qualified Leads
2 min Average Engagement 3RD PARTY
CONVERSIONS
CONTENT WITH CONTEXT
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou
Composite of characteristics of a group of people
Understand their perspective, fears, drivers and content needs:
Types of content
o How they access it
o What messages resonate with them o What matters when in the buyer’s cycle
PERSONAS
Source: Managing Content Marketing
CONTENT MARKETING F U N N E L
WHO are you talking to?
WHEN in their decision-making process?
WHERE/HOW are they connecting with you?
WHAT do they want to know?
WHY do you matter to them?
5 W’S OF CONTENT
MEASUREMENT WITH MEANING
1. Tie to your business objectives
2. Know what’s important to measure
3. Measure what drives the behavior you want
4. Use metrics to make refinement
5. Be OK with failure
MEASUREMENT GUIDELINES
Carla Johnson, Principal Type A Communications (720) 344-0987 [email protected] www.goTypeA.com Type A Communications @carlajohnson