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Dayna Rothman Sr. Content Marke-ng Manager, Marketo and Author of Lead Genera-on for Dummies @dayroth
66%-90% of the buyer’s journey is complete before that buyer reaches out to a sales person.
68% of consumers spend time reading content from a brand they are interested in.
Content marketing helps your brand stand out.
…and reduces risk for your buyers.
Many marketers think creating great content is an uphill battle.
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Your Team.
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Staffing for Content Creation
• Get Stakeholder buy-‐in • Appoint execu7ve editor • Invest in content creators
• Content consumers • Great communicators • Great project managers
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Chief Content Officer/Director of Content
• Marketo -‐ VP of Product Marke7ng • Execu7ve leadership • Responsibili7es could include:
• Owns story of the business • Content final approval • Audience development/influencer rela7ons • Measurement/business accountability
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Managing Editor
• Content strategy and crea7on • Vendor coordina7on • Produc7on • Scheduling • Consistency • SEO • Publishing • Blog management
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Content Creators
• Addi7onal team members • Internal SMEs • Outsourced writers • Outsourced design agencies • Partners, customers, and other thought leaders
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Organizational Content Contributors
How do you get the thought leaders in your company to create content? • Stakeholder /execu7ve support • Grass roots evangelism • Training • Incen7ve programs • Create a splash!
Content Planning.
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Persona Creation and Buyer Journeys
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VS.
Content Arcs and Themes
Product Releases New services Trends Hot Topics
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Mapping Content
• Mid Stage Gated? Yes
• Late Stage Gated? Mostly No
• Early Stage Gated? No
Lean Content Creation.
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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
Promoting Your Content: A Sample Plan
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Webinars
• Expand your reach for a key ebook by offering a webinar
• Asset: Defini7ve Guide to Social Marke7ng • Webinar 1: The Defini7ve Guide to Social Marke7ng
Webinar o Registrants: 2,775 A]endees: 588 o Recorded Asset: 16,000 views
• Webinar 2: The ROI of Social Marke7ng o Registrants: 2,289 A]endees: 568 o Recorded Asset: 3,000 views
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Be Everywhere with Your Asset Art
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Website Real-Estate
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Blog Promotion
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Email Promotion
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Social Promotions
• Facebook Tab: 10,854 Views, 2,680 Form Fill-‐outs • Facebook Ads: 2620 Downloads • Twi]er Ads: 1,430 views, 31 Form Fill-‐outs • SlideShare: 7,641 views, 312 Downloads
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Visual Content for Social
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Pay-Per-Click
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All
Nam
es
Targ
et &
Re
cycl
ed
Enga
ged
Lead Nurturing
Lead Nurturing Plugs the Leak
Building rela?onships with qualified prospects regardless of their ?ming to buy, with the goal of earning their business when they are ready.
Con-
tact
ed
Opportunity
Sale
s Le
ad
MQL SAL
SQL
Marketo Data: • % new Targets not Opp ready: 98% • Target to Opp 7me: 123 days avg • % Slow Leads: 80% • 50% more MQLs at 33% lower cost per lead
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7 Key Takeaways
1. The way buyers buy has changed forever—the way we market and sell must change as well.
2. Publish/own content to help leads find you. 3. Inves7ng in the right team is the key to success. 4. Do more with less by using lean content crea7on 5. Mul7-‐channel content promo7on will give you biggest
bang for your buck. 6. Create content for all stages of the buying cycle 7. Thing big, start small, move quickly!
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