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The Ultimate Content Marketing Blueprint 
The processes, people, tools and resources you need to succeed! 
© 2014 DMN3 All Rights Reserved.
About DMN3 
We Make Our Clients Heroes with… 
© 2014 DMN3 All Rights Reserved. 
2 
Digital Data Direct
Who the heck is Henry Adaso? 
© 2014 DMN3 All Rights Reserved. 
DMN3 Content Manager 
10+ years of B2B and B2C 
experience 
Lead content strategist, social 
media coordinator and inbound 
marketing specialist 
Expertise in content marketing, 
social and search marketing
Who the heck is Scott Cone? 
© 2014 DMN3 All Rights Reserved. 
4 
Senior Digital Marketing Strategist 
30+ years of B2B and B2C 
experience 
Traditional advertising, traditional 
marketing services, digital 
solutions 
Expertise in content and inbound 
marketing to generate and 
acquire customers
5 
What We’re Going to Cover 
© 2014 DMN3 All Rights Reserved.
Content Marketing Challenges 
and Opportunities 
6 
What We’re Going to Cover 
© 2014 DMN3 All Rights Reserved.
Content Marketing Challenges 
and Opportunities 
What Things Cost 
7 
What We’re Going to Cover 
© 2014 DMN3 All Rights Reserved.
Content Marketing Challenges 
and Opportunities 
What Things Cost 
How to Build Value (and Sell to 
Upper Management) 
8 
What We’re Going to Cover 
© 2014 DMN3 All Rights Reserved.
Personas 
Buyer Journeys 
Content Audits 
Keyword and Competitive Research 
Content Creation and Promotion Best 
Practices and Processes 
Lead Management and Nurturing 
The Value of Marketing Automation 
9 
I’m Assuming You Know and Understand… 
© 2014 DMN3 All Rights Reserved.
Content Marketing Challenges 
and Opportunities 
10 
First Up… 
© 2014 DMN3 All Rights Reserved.
Benchmarks 
© 2014 DMN3 All Rights Reserved. 
11 
Download the B2B Study 
Download the B2C Study
Challenge #4: The Talent Gap 12 
© 2014 DMN3 All Rights Reserved.
Challenge #3: Having a Documented 
Content Strategy 
© 2014 DMN3 All Rights Reserved. 
13 
SOURCE: Content Marketing Institute 2015 B2B and B2C Benchmarking Studies 
Percentage of B2B Marketers with 
a Documented Content Strategy 
Percentage of B2C Marketers with 
a Documented Content Strategy 
Unsure 
No 3% 
14% 
Yes, Not Documeted 
48% 
Yes 
35% 
Unsure 
8% 
No 
15% 
Yes, Not Documented 
50% 
Yes 
27%
Companies with Documented 
Content Strategy Are… 
More likely to consider themselves effective at content 
marketing 
© 2014 DMN3 All Rights Reserved. 
14 
SOURCE: Content Marketing Institute 2015 B2B and B2C Benchmarking Studies
Companies with Documented 
Content Strategy Are… 
More likely to consider themselves effective at content 
marketing 
Less challenged with every aspect of content marketing 
© 2014 DMN3 All Rights Reserved. 
15 
SOURCE: Content Marketing Institute 2015 B2B and B2C Benchmarking Studies
Companies with Documented 
Content Strategy Are… 
More likely to consider themselves effective at content 
marketing 
Less challenged with every aspect of content marketing 
Rate themselves more effective with every online 
channel 
© 2014 DMN3 All Rights Reserved. 
16 
SOURCE: Content Marketing Institute 2015 B2B and B2C Benchmarking Studies
Companies with Documented 
Content Strategy Are… 
More likely to consider themselves effective at content 
marketing 
Less challenged with every aspect of content marketing 
Rate themselves more effective with every online 
channel 
Able to justify a higher percentage of the marketing 
budget to be spent on content marketing 
© 2014 DMN3 All Rights Reserved. 
17 
SOURCE: Content Marketing Institute 2015 B2B and B2C Benchmarking Studies
18 Challenge #2: Getting Resources 
© 2014 DMN3 All Rights Reserved. 
SOURCE: Content Marketing Institute 2015 B2B and B2C Benchmarking Studies
© 2014 DMN3 All Rights Reserved. 
19 
Challenge #1: Show How Content 
Helps You…
The Goal of Content Marketing? 
Brand Awareness 
Lead Generation 
Engagement 
Sales 
75% 
Lead Nurturing 74% 
© 2014 DMN3 All Rights Reserved. 
20 
Top 5 Organizational Goals for 
B2B Content Marketing 
Top 5 Organizational Goals for 
B2C Content Marketing Success 
84% Customer Retention/Loyalty 
83% 
81% 
Engagement 
Brand Awareness 
Sales 
88% 
88% 
87% 
77% 
Lead Generation 69% 
How Many of These Relate to Selling More? 
SOURCE: Content Marketing Institute 2015 B2B and B2C Benchmarking Studies
Content Marketing Metrics? 
63% 
Top 5 Metrics Defining B2C Content 
Marketing Success 
Website Traffic 62% 
Lead Quality 
Improved Conversion Rate 
Sales 
49% 
48% 
43% 
Lead Quantity 40% 
© 2014 DMN3 All Rights Reserved. 
21 
Top 5 Metrics Defining B2B Content 
Marketing Success 
Website Traffic 
Sales 
Increased Conversion 
SEO Ranking 
39% 
39% 
Time on Site 38% 
54% 
How Many of These Relate to Selling More? 
SOURCE: Content Marketing Institute 2015 B2B and B2C Benchmarking Studies
Content Marketing Challenges 
and Opportunities 
What Things Cost 
22 
Next Up… 
© 2014 DMN3 All Rights Reserved.
Building and Paying for Your Content Machine 
© 2014 DMN3 All Rights Reserved. 
23
You’re Going to Need 
© 2014 DMN3 All Rights Reserved. 
24 
A Documented Strategic Plan
You’re Going to Need 
© 2014 DMN3 All Rights Reserved. 
25 
Budget 
A Documented Strategic Plan
You’re Going to Need 
Lead Mgmt/Nurturing Tools and Technology 
© 2014 DMN3 All Rights Reserved. 
26 
Budget 
A Documented Strategic Plan
You’re Going to Need 
Lead Mgmt/Nurturing Tools and Technology 
© 2014 DMN3 All Rights Reserved. 
27 
Workers Suppliers 
Budget 
A Documented Strategic Plan
You’re Going to Need 
Governance / Workflow Process 
Lead Mgmt/Nurturing Tools and Technology 
© 2014 DMN3 All Rights Reserved. 
28 
Workers Suppliers 
Budget 
A Documented Strategic Plan
You’re Going to Need 
Measurement / Reporting 
Process 
Governance / Workflow Process 
Lead Mgmt/Nurturing Tools and Technology 
© 2014 DMN3 All Rights Reserved. 
29 
Workers Suppliers 
Budget 
A Documented Strategic Plan
Start with Strategy 
Strategy 
Insert torjan horse graphic
Strategy is… 
© 2014 DMN3 All Rights Reserved. 
31
RESPONDERS 
LEADS 
SALES-READY LEADS 
QUALIFIED 
LEADS 
Inbound Marketing 
Data Insights and Analytics 
Direct Response 
Content 
Content 
Content 
Lead Nurturing 
Advanced Email Marketing / Marketing Automation 
Social Media 
Blogs 
SEO 
White Papers 
Webinars 
Direct Mail 
Paid Social 
Email 
Radio and TV 
Display 
Print
RESPONDERS 
LEADS 
SALES-READY LEADS 
QUALIFIED 
LEADS 
Inbound Marketing 
Data Insights and Analytics 
Direct Response 
Content 
Content 
Content 
Lead Nurturing 
Advanced Email Marketing / Marketing Automation 
Social Media 
Blogs 
SEO 
White Papers 
Webinars 
Direct Mail 
Paid Social 
Email 
Radio and TV 
Display 
Print 
No more than 20% of your 
audience is ready to buy on 
initial response
Content Strategy Architecture 
© 2014 DMN3 All Rights Reserved. 
34 
Business 
Goals Research Audience Content Plan Promotion 
Plan 
Lead 
Nurturing 
Measuring & 
Optimizing
Content Strategy Architecture 
© 2014 DMN3 All Rights Reserved. 
35 
Business 
Goals Research Audience Content Plan Promotion 
Plan 
Lead 
Nurturing 
Measuring & 
Optimizing 
Personas 
Buying 
Journey 
Trigger 
Events 
Benchmarks 
Goals 
Competitors 
Keywords 
Customers 
Content Audit Content Map 
Style Guide 
Themes 
Editorial 
Calendar 
Channels 
Content 
Pillars 
Workflow / 
Email 
Sales Level 
Agreement 
Workflows/ 
Email 
KPIs 
Testing 
Content 
Types 
Lead Scoring 
Frequency
Let’s Talk Money 
© 2014 DMN3 All Rights Reserved. 
36
What Are Others Spending? 
© 2014 DMN3 All Rights Reserved. 
37
Budget Benchmarks 
2% 100% 
4% 
3% 
10% 
© 2014 DMN3 All Rights Reserved. 
38 
Percentage of B2B Marketing Budgets 
Invested in Content Marketing 
Percentage of B2C Marketing Budgets 
Invested in Content Marketing 
25% 
19% 
14% 
1% 
4% 
5% 
20% 
11% 
8% 
Average: 28% Average: 25% 
100% 
75%-99% 
50%-74% 
25%-49% 
10%-24% 
1%-9% 
0% 
Unsure 23% 
75%-99% 
50%-74% 
25%-49% 
10%-24% 
1%-9% 
0% 
24% 
Unsure 26% 
SOURCE: Content Marketing Institute 2015 B2B and B2C Benchmarking Studies
39 
Content Marketing Ecosystem 
Marketing System Component Expertise 
Technology: Marketing Automation SAAS and 
database admin 
CRM integration marketing technologist
Small Business Enterprise 
$ $$$ 
Inbound Marketing and Marketing 
Automation Services 
40 
Find User Reviews @ g2Crowd.com
41 
Content Marketing Ecosystem 
Marketing System Component Expertise 
Content: Strategy + Execution 
Technology: Marketing Automation SAAS and 
CRM integration 
database admin 
marketing technologist
42 
Content Marketing Ecosystem 
Marketing System Component Expertise 
writer 
Content: Strategy + Execution designer 
Technology: Marketing Automation SAAS and 
CRM integration 
strategist 
database admin 
marketing technologist
43 
Content Marketing Ecosystem 
Marketing System Component Expertise 
Promotion Plan: Paid and Organic 
Content: Strategy + Execution 
Technology: Marketing Automation SAAS and 
CRM integration 
writer 
designer 
strategist 
database admin 
marketing technologist
44 
Content Marketing Ecosystem 
Marketing System Component Expertise 
Promotion Plan: Paid and Organic 
Content: Strategy + Execution 
Technology: Marketing Automation SAAS and 
CRM integration 
media planner/buyer 
social media mgr 
writer 
designer 
strategist 
database admin 
marketing technologist
45 
Content Marketing Ecosystem 
Marketing System Component Expertise 
Promotion Plan: Paid and Organic 
Content: Strategy + Execution 
Technology: Marketing Automation SAAS and 
CRM integration 
media planner/buyer 
writer 
designer 
Lead Management: Lead Scoring, Workflows, 
Landing Pages/TY pages, CTA, Email 
social media mgr 
strategist 
database admin 
marketing developer 
technologist
46 
Content Marketing Ecosystem 
Marketing System Component Expertise 
Promotion Plan: Paid and Organic 
Content: Strategy + Execution 
Technology: Marketing Automation SAAS and 
CRM integration 
marketing technologist 
designer 
media planner/buyer 
writer 
designer 
Lead Management: Lead Scoring, Workflows, 
Landing Pages/TY pages, CTA, Email writer 
social media mgr 
strategist 
database admin 
marketing developer 
technologist
47 
Content Marketing Ecosystem 
Marketing System Component Expertise 
Promotion Plan: Paid and Organic 
Content: Strategy + Execution 
Technology: Marketing Automation SAAS and 
CRM integration 
marketing technologist 
designer 
media planner/buyer 
writer 
designer 
Lead Management: Lead Scoring, Workflows, 
Landing Pages/TY pages, CTA, Email writer 
social media mgr 
Optimize: Analytics and Strategy 
strategist 
database admin 
marketing technologist
48 
Content Marketing Ecosystem 
Marketing System Component Expertise 
Promotion Plan: Paid and Organic 
Content: Strategy + Execution 
Technology: Marketing Automation SAAS and 
CRM integration 
marketing technologist 
designer 
media planner/buyer 
writer 
designer 
Lead Management: Lead Scoring, Workflows, 
Landing Pages/TY pages, CTA, Email writer 
social media mgr 
Optimize: Analytics and Strategy 
strategist 
strategist 
database admin 
marketing technologist
49 
Content Marketing Ecosystem 
Marketing System Component Expertise 
Promotion Plan: Paid and Organic 
Content: Strategy + Execution 
Technology: Marketing Automation SAAS and 
CRM integration 
Project Manager 
marketing technologist 
designer 
media planner/buyer 
writer 
designer 
Lead Management: Lead Scoring, Workflows, 
Landing Pages/TY pages, CTA, Email writer 
social media mgr 
Optimize: Analytics and Strategy 
strategist 
strategist 
database admin 
marketing technologist
Talent Requirements Have Changed 
© 2014 DMN3 All Rights Reserved. 
50 
2007 SEO Responsibilities 
Site 
Accessibility 
Keyword 
Research & 
Targeting 
Link Building
Talent Requirements Have Changed 
© 2014 DMN3 All Rights Reserved. 
51 
Site 
Accessibility 
Search 
Verticals 
Link Earning 
Social Media 
Reach 
Content 
Creation 
Reputation 
Management 
Social Media 
Promotion 
Content 
Strategy 
App Store 
Optimization 
New Search 
Local/Maps Protocols 
Optimization 
Keyword 
Research & 
Targeting 
Current SEO Responsibilities 
Community 
Management
The T-Shaped Digital Marketer 
© 2014 DMN3 All Rights Reserved. 
52
53 
Content Marketing Ecosystem 
Marketing System Component Expertise 
•Software costs = $35,000 per yProejeact rM anager 
(average) 
•Four total FTEs 
‣Average salary cost of $50,000 per 
Promotion Plan - Paid and Organic 
person 
‣25% on top of that for benefits 
Content - Strategy + Execution 
Technology - Marketing Automation SAAS and 
CRM integration 
developer 
designer 
media planner/buyer 
writer 
designer 
Lead Management - Lead Scoring, Workflows, 
Landing Pages/TY pages, CTAs, Email writer 
social media mgr 
developer 
Optimize - Analytics and Strategy 
strategist 
strategist
54 
Content Marketing Ecosystem 
Marketing System Component Expertise 
•Software costs = $35,000 per yProejeact rM anager 
(average) 
•Four total FTEs 
‣Average salary cost of $50,000 per 
Promotion Plan - Paid and Organic 
person 
‣25% on top of that for benefits 
Content - Strategy + Execution 
Technology - Marketing Automation SAAS and 
CRM integration 
developer 
designer 
media planner/buyer 
writer 
designer 
Lead Management - Lead Scoring, Workflows, 
Landing Pages/TY pages, CTAs, Email writer 
social media mgr 
developer 
Optimize - Analytics and Strategy 
strategist 
strategist 
$285,000 minimum
Build It Yourself Versus Outsource? 
© 2014 DMN3 All Rights Reserved. 
55 
B2B Marketers Insourcing vs. 
Outsourcing Content Creation 
B2C Marketers Insourcing vs. 
Outsourcing Content Creation 
SOURCE: Content Marketing Institute 2014 B2B and B2C Benchmarking Studies
Content Marketing Challenges 
and Opportunities 
What Things Cost 
How to Build Value (and Sell to 
Upper Management) 
56 
And Finally… 
© 2014 DMN3 All Rights Reserved.
How Do You Justify This? 
© 2014 DMN3 All Rights Reserved. 
57
Two Approaches 
© 2014 DMN3 All Rights Reserved. 
58 
SUCCESS-O-METER 
Improve Performance 
Reduce Costs
Improved Performance Approach 
© 2014 DMN3 All Rights Reserved. 
59 
Monthly Site Traffic: 
25,000 
Leads: 
300 (1.2% of traffic) 
Customers: 
15 (5% of leads) 
Costs: 
• Annual Marketing budget: $285,000 
• Cost Per Lead: $79 ($285,000/3,600) 
• Customer Acquisition Cost: $1,583 ($285,000/180)
Improved Performance Approach 
© 2014 DMN3 All Rights Reserved. 
60 
Monthly Site Traffic: 
25,000 
Leads: 
450 (1.8% of traffic) 
Customers: 
34 (7.5% of leads) 
Improvements: 
• Boosting traffic-to-lead conversion by 50% drops Cost Per 
Lead to $53 ($285,000/5,400 annual leads) 
• Increasing lead-to-customer conversion by 50% drops 
Customer Acquisition Cost to $699 ($285,000/408 annual 
customers)
Real World B2B Example 
© 2014 DMN3 All Rights Reserved. 
61 
• Three years of consistent content creation and promotion 
• Traffic increase from 1,000 visitors/mo to 100,000/mo 
• 2,000 - 3,000 leads/mo 
• 300% sales growth
Real World B2C Example 
© 2014 DMN3 All Rights Reserved. 
62 
• Created a Facebook page in 2011 and Blog 2012 hoping to attract users to e-commerce 
site 
• June 2014: Facebook page has 800,000 likes and Blog over 20 million unique 
visitors/mo 
• New site created just for content: 30 million uniques/mo and profitable on ad 
sales
Where Do You Go From Here? 
63 
© 2014 DMN3 All Rights Reserved.
© 2014 DMN3 All Rights Reserved. 
64 
Helpful Resources 
Marketing Library CMI Website Marketing Profs 
Kissmetrics Blog SmartInsights SlideShare
Helpful Tools 
Atomic Reach 
© 2014 DMN3 All Rights Reserved. 
65 
Content Analysis 
Content Research 
Social Influencers Keyword Research/SEO 
KLOUT 
Kred 
Clear Voice Buzzsummo 
WordStream Keyword Tool 
Open Site Explorer
© 2014 DMN3 All Rights Reserved. 
66 
Practical Steps to Take
Practical Steps to Take 
Gather Your Data 
Site Traffic 
Number of Leads 
Number of Customers 
Value of a Lead 
Value of a Customer 
© 2014 DMN3 All Rights Reserved. 
67
Practical Steps to Take 
Gather Your Data 
Site Traffic 
Number of Leads 
Number of Customers 
Value of a Lead 
Value of a Customer 
Establish Your Goals 
© 2014 DMN3 All Rights Reserved. 
68
Practical Steps to Take 
Gather Your Data 
Site Traffic 
Number of Leads 
Number of Customers 
Value of a Lead 
Value of a Customer 
Establish Your Goals 
Develop a Written Plan 
© 2014 DMN3 All Rights Reserved. 
69
Practical Steps to Take 
Gather Your Data 
Site Traffic 
Number of Leads 
Number of Customers 
Value of a Lead 
Value of a Customer 
Establish Your Goals 
Develop a Written Plan 
© 2014 DMN3 All Rights Reserved. 
Decide on the Best 
Approach: Cost Reduction or 
Performance Improvement 
70
Practical Steps to Take 
Gather Your Data 
Site Traffic 
Number of Leads 
Number of Customers 
Value of a Lead 
Value of a Customer 
Establish Your Goals 
Develop a Written Plan 
© 2014 DMN3 All Rights Reserved. 
Decide on the Best 
Approach: Cost Reduction or 
Performance Improvement 
Identify Your Resource Needs 
71
Practical Steps to Take 
Gather Your Data 
Site Traffic 
Number of Leads 
Number of Customers 
Value of a Lead 
Value of a Customer 
Establish Your Goals 
Develop a Written Plan 
© 2014 DMN3 All Rights Reserved. 
Decide on the Best 
Approach: Cost Reduction or 
Performance Improvement 
Identify Your Resource Needs 
Develop a Talent Pipeline 
72
Practical Steps to Take 
Gather Your Data 
Site Traffic 
Number of Leads 
Number of Customers 
Value of a Lead 
Value of a Customer 
Establish Your Goals 
Develop a Written Plan 
© 2014 DMN3 All Rights Reserved. 
Decide on the Best 
Approach: Cost Reduction or 
Performance Improvement 
Identify Your Resource Needs 
Develop a Talent Pipeline 
Make the Right Ask 
73
Practical Steps to Take 
Gather Your Data 
Site Traffic 
Number of Leads 
Number of Customers 
Value of a Lead 
Value of a Customer 
Establish Your Goals 
Develop a Written Plan 
© 2014 DMN3 All Rights Reserved. 
Decide on the Best 
Approach: Cost Reduction or 
Performance Improvement 
Identify Your Resource Needs 
Develop a Talent Pipeline 
Make the Right Ask 
Merchandise Results Along 
the Way 
74
Let’s Connect 
75 
Get Your FREE Guide with practical steps 
you can take to turn your website into a 
lead generation machine! 
FREE Website Lead Generation Guide 
SCOTT.CONE@DMN3.COM 
713-868-3000 ext. 219 
© 2014 DMN3 All Rights Reserved.
© 2014 DMN3 All Rights Reserved. 
76 
Thank You!

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The Ultimate Content Marketing Blueprint

  • 1. The Ultimate Content Marketing Blueprint The processes, people, tools and resources you need to succeed! © 2014 DMN3 All Rights Reserved.
  • 2. About DMN3 We Make Our Clients Heroes with… © 2014 DMN3 All Rights Reserved. 2 Digital Data Direct
  • 3. Who the heck is Henry Adaso? © 2014 DMN3 All Rights Reserved. DMN3 Content Manager 10+ years of B2B and B2C experience Lead content strategist, social media coordinator and inbound marketing specialist Expertise in content marketing, social and search marketing
  • 4. Who the heck is Scott Cone? © 2014 DMN3 All Rights Reserved. 4 Senior Digital Marketing Strategist 30+ years of B2B and B2C experience Traditional advertising, traditional marketing services, digital solutions Expertise in content and inbound marketing to generate and acquire customers
  • 5. 5 What We’re Going to Cover © 2014 DMN3 All Rights Reserved.
  • 6. Content Marketing Challenges and Opportunities 6 What We’re Going to Cover © 2014 DMN3 All Rights Reserved.
  • 7. Content Marketing Challenges and Opportunities What Things Cost 7 What We’re Going to Cover © 2014 DMN3 All Rights Reserved.
  • 8. Content Marketing Challenges and Opportunities What Things Cost How to Build Value (and Sell to Upper Management) 8 What We’re Going to Cover © 2014 DMN3 All Rights Reserved.
  • 9. Personas Buyer Journeys Content Audits Keyword and Competitive Research Content Creation and Promotion Best Practices and Processes Lead Management and Nurturing The Value of Marketing Automation 9 I’m Assuming You Know and Understand… © 2014 DMN3 All Rights Reserved.
  • 10. Content Marketing Challenges and Opportunities 10 First Up… © 2014 DMN3 All Rights Reserved.
  • 11. Benchmarks © 2014 DMN3 All Rights Reserved. 11 Download the B2B Study Download the B2C Study
  • 12. Challenge #4: The Talent Gap 12 © 2014 DMN3 All Rights Reserved.
  • 13. Challenge #3: Having a Documented Content Strategy © 2014 DMN3 All Rights Reserved. 13 SOURCE: Content Marketing Institute 2015 B2B and B2C Benchmarking Studies Percentage of B2B Marketers with a Documented Content Strategy Percentage of B2C Marketers with a Documented Content Strategy Unsure No 3% 14% Yes, Not Documeted 48% Yes 35% Unsure 8% No 15% Yes, Not Documented 50% Yes 27%
  • 14. Companies with Documented Content Strategy Are… More likely to consider themselves effective at content marketing © 2014 DMN3 All Rights Reserved. 14 SOURCE: Content Marketing Institute 2015 B2B and B2C Benchmarking Studies
  • 15. Companies with Documented Content Strategy Are… More likely to consider themselves effective at content marketing Less challenged with every aspect of content marketing © 2014 DMN3 All Rights Reserved. 15 SOURCE: Content Marketing Institute 2015 B2B and B2C Benchmarking Studies
  • 16. Companies with Documented Content Strategy Are… More likely to consider themselves effective at content marketing Less challenged with every aspect of content marketing Rate themselves more effective with every online channel © 2014 DMN3 All Rights Reserved. 16 SOURCE: Content Marketing Institute 2015 B2B and B2C Benchmarking Studies
  • 17. Companies with Documented Content Strategy Are… More likely to consider themselves effective at content marketing Less challenged with every aspect of content marketing Rate themselves more effective with every online channel Able to justify a higher percentage of the marketing budget to be spent on content marketing © 2014 DMN3 All Rights Reserved. 17 SOURCE: Content Marketing Institute 2015 B2B and B2C Benchmarking Studies
  • 18. 18 Challenge #2: Getting Resources © 2014 DMN3 All Rights Reserved. SOURCE: Content Marketing Institute 2015 B2B and B2C Benchmarking Studies
  • 19. © 2014 DMN3 All Rights Reserved. 19 Challenge #1: Show How Content Helps You…
  • 20. The Goal of Content Marketing? Brand Awareness Lead Generation Engagement Sales 75% Lead Nurturing 74% © 2014 DMN3 All Rights Reserved. 20 Top 5 Organizational Goals for B2B Content Marketing Top 5 Organizational Goals for B2C Content Marketing Success 84% Customer Retention/Loyalty 83% 81% Engagement Brand Awareness Sales 88% 88% 87% 77% Lead Generation 69% How Many of These Relate to Selling More? SOURCE: Content Marketing Institute 2015 B2B and B2C Benchmarking Studies
  • 21. Content Marketing Metrics? 63% Top 5 Metrics Defining B2C Content Marketing Success Website Traffic 62% Lead Quality Improved Conversion Rate Sales 49% 48% 43% Lead Quantity 40% © 2014 DMN3 All Rights Reserved. 21 Top 5 Metrics Defining B2B Content Marketing Success Website Traffic Sales Increased Conversion SEO Ranking 39% 39% Time on Site 38% 54% How Many of These Relate to Selling More? SOURCE: Content Marketing Institute 2015 B2B and B2C Benchmarking Studies
  • 22. Content Marketing Challenges and Opportunities What Things Cost 22 Next Up… © 2014 DMN3 All Rights Reserved.
  • 23. Building and Paying for Your Content Machine © 2014 DMN3 All Rights Reserved. 23
  • 24. You’re Going to Need © 2014 DMN3 All Rights Reserved. 24 A Documented Strategic Plan
  • 25. You’re Going to Need © 2014 DMN3 All Rights Reserved. 25 Budget A Documented Strategic Plan
  • 26. You’re Going to Need Lead Mgmt/Nurturing Tools and Technology © 2014 DMN3 All Rights Reserved. 26 Budget A Documented Strategic Plan
  • 27. You’re Going to Need Lead Mgmt/Nurturing Tools and Technology © 2014 DMN3 All Rights Reserved. 27 Workers Suppliers Budget A Documented Strategic Plan
  • 28. You’re Going to Need Governance / Workflow Process Lead Mgmt/Nurturing Tools and Technology © 2014 DMN3 All Rights Reserved. 28 Workers Suppliers Budget A Documented Strategic Plan
  • 29. You’re Going to Need Measurement / Reporting Process Governance / Workflow Process Lead Mgmt/Nurturing Tools and Technology © 2014 DMN3 All Rights Reserved. 29 Workers Suppliers Budget A Documented Strategic Plan
  • 30. Start with Strategy Strategy Insert torjan horse graphic
  • 31. Strategy is… © 2014 DMN3 All Rights Reserved. 31
  • 32. RESPONDERS LEADS SALES-READY LEADS QUALIFIED LEADS Inbound Marketing Data Insights and Analytics Direct Response Content Content Content Lead Nurturing Advanced Email Marketing / Marketing Automation Social Media Blogs SEO White Papers Webinars Direct Mail Paid Social Email Radio and TV Display Print
  • 33. RESPONDERS LEADS SALES-READY LEADS QUALIFIED LEADS Inbound Marketing Data Insights and Analytics Direct Response Content Content Content Lead Nurturing Advanced Email Marketing / Marketing Automation Social Media Blogs SEO White Papers Webinars Direct Mail Paid Social Email Radio and TV Display Print No more than 20% of your audience is ready to buy on initial response
  • 34. Content Strategy Architecture © 2014 DMN3 All Rights Reserved. 34 Business Goals Research Audience Content Plan Promotion Plan Lead Nurturing Measuring & Optimizing
  • 35. Content Strategy Architecture © 2014 DMN3 All Rights Reserved. 35 Business Goals Research Audience Content Plan Promotion Plan Lead Nurturing Measuring & Optimizing Personas Buying Journey Trigger Events Benchmarks Goals Competitors Keywords Customers Content Audit Content Map Style Guide Themes Editorial Calendar Channels Content Pillars Workflow / Email Sales Level Agreement Workflows/ Email KPIs Testing Content Types Lead Scoring Frequency
  • 36. Let’s Talk Money © 2014 DMN3 All Rights Reserved. 36
  • 37. What Are Others Spending? © 2014 DMN3 All Rights Reserved. 37
  • 38. Budget Benchmarks 2% 100% 4% 3% 10% © 2014 DMN3 All Rights Reserved. 38 Percentage of B2B Marketing Budgets Invested in Content Marketing Percentage of B2C Marketing Budgets Invested in Content Marketing 25% 19% 14% 1% 4% 5% 20% 11% 8% Average: 28% Average: 25% 100% 75%-99% 50%-74% 25%-49% 10%-24% 1%-9% 0% Unsure 23% 75%-99% 50%-74% 25%-49% 10%-24% 1%-9% 0% 24% Unsure 26% SOURCE: Content Marketing Institute 2015 B2B and B2C Benchmarking Studies
  • 39. 39 Content Marketing Ecosystem Marketing System Component Expertise Technology: Marketing Automation SAAS and database admin CRM integration marketing technologist
  • 40. Small Business Enterprise $ $$$ Inbound Marketing and Marketing Automation Services 40 Find User Reviews @ g2Crowd.com
  • 41. 41 Content Marketing Ecosystem Marketing System Component Expertise Content: Strategy + Execution Technology: Marketing Automation SAAS and CRM integration database admin marketing technologist
  • 42. 42 Content Marketing Ecosystem Marketing System Component Expertise writer Content: Strategy + Execution designer Technology: Marketing Automation SAAS and CRM integration strategist database admin marketing technologist
  • 43. 43 Content Marketing Ecosystem Marketing System Component Expertise Promotion Plan: Paid and Organic Content: Strategy + Execution Technology: Marketing Automation SAAS and CRM integration writer designer strategist database admin marketing technologist
  • 44. 44 Content Marketing Ecosystem Marketing System Component Expertise Promotion Plan: Paid and Organic Content: Strategy + Execution Technology: Marketing Automation SAAS and CRM integration media planner/buyer social media mgr writer designer strategist database admin marketing technologist
  • 45. 45 Content Marketing Ecosystem Marketing System Component Expertise Promotion Plan: Paid and Organic Content: Strategy + Execution Technology: Marketing Automation SAAS and CRM integration media planner/buyer writer designer Lead Management: Lead Scoring, Workflows, Landing Pages/TY pages, CTA, Email social media mgr strategist database admin marketing developer technologist
  • 46. 46 Content Marketing Ecosystem Marketing System Component Expertise Promotion Plan: Paid and Organic Content: Strategy + Execution Technology: Marketing Automation SAAS and CRM integration marketing technologist designer media planner/buyer writer designer Lead Management: Lead Scoring, Workflows, Landing Pages/TY pages, CTA, Email writer social media mgr strategist database admin marketing developer technologist
  • 47. 47 Content Marketing Ecosystem Marketing System Component Expertise Promotion Plan: Paid and Organic Content: Strategy + Execution Technology: Marketing Automation SAAS and CRM integration marketing technologist designer media planner/buyer writer designer Lead Management: Lead Scoring, Workflows, Landing Pages/TY pages, CTA, Email writer social media mgr Optimize: Analytics and Strategy strategist database admin marketing technologist
  • 48. 48 Content Marketing Ecosystem Marketing System Component Expertise Promotion Plan: Paid and Organic Content: Strategy + Execution Technology: Marketing Automation SAAS and CRM integration marketing technologist designer media planner/buyer writer designer Lead Management: Lead Scoring, Workflows, Landing Pages/TY pages, CTA, Email writer social media mgr Optimize: Analytics and Strategy strategist strategist database admin marketing technologist
  • 49. 49 Content Marketing Ecosystem Marketing System Component Expertise Promotion Plan: Paid and Organic Content: Strategy + Execution Technology: Marketing Automation SAAS and CRM integration Project Manager marketing technologist designer media planner/buyer writer designer Lead Management: Lead Scoring, Workflows, Landing Pages/TY pages, CTA, Email writer social media mgr Optimize: Analytics and Strategy strategist strategist database admin marketing technologist
  • 50. Talent Requirements Have Changed © 2014 DMN3 All Rights Reserved. 50 2007 SEO Responsibilities Site Accessibility Keyword Research & Targeting Link Building
  • 51. Talent Requirements Have Changed © 2014 DMN3 All Rights Reserved. 51 Site Accessibility Search Verticals Link Earning Social Media Reach Content Creation Reputation Management Social Media Promotion Content Strategy App Store Optimization New Search Local/Maps Protocols Optimization Keyword Research & Targeting Current SEO Responsibilities Community Management
  • 52. The T-Shaped Digital Marketer © 2014 DMN3 All Rights Reserved. 52
  • 53. 53 Content Marketing Ecosystem Marketing System Component Expertise •Software costs = $35,000 per yProejeact rM anager (average) •Four total FTEs ‣Average salary cost of $50,000 per Promotion Plan - Paid and Organic person ‣25% on top of that for benefits Content - Strategy + Execution Technology - Marketing Automation SAAS and CRM integration developer designer media planner/buyer writer designer Lead Management - Lead Scoring, Workflows, Landing Pages/TY pages, CTAs, Email writer social media mgr developer Optimize - Analytics and Strategy strategist strategist
  • 54. 54 Content Marketing Ecosystem Marketing System Component Expertise •Software costs = $35,000 per yProejeact rM anager (average) •Four total FTEs ‣Average salary cost of $50,000 per Promotion Plan - Paid and Organic person ‣25% on top of that for benefits Content - Strategy + Execution Technology - Marketing Automation SAAS and CRM integration developer designer media planner/buyer writer designer Lead Management - Lead Scoring, Workflows, Landing Pages/TY pages, CTAs, Email writer social media mgr developer Optimize - Analytics and Strategy strategist strategist $285,000 minimum
  • 55. Build It Yourself Versus Outsource? © 2014 DMN3 All Rights Reserved. 55 B2B Marketers Insourcing vs. Outsourcing Content Creation B2C Marketers Insourcing vs. Outsourcing Content Creation SOURCE: Content Marketing Institute 2014 B2B and B2C Benchmarking Studies
  • 56. Content Marketing Challenges and Opportunities What Things Cost How to Build Value (and Sell to Upper Management) 56 And Finally… © 2014 DMN3 All Rights Reserved.
  • 57. How Do You Justify This? © 2014 DMN3 All Rights Reserved. 57
  • 58. Two Approaches © 2014 DMN3 All Rights Reserved. 58 SUCCESS-O-METER Improve Performance Reduce Costs
  • 59. Improved Performance Approach © 2014 DMN3 All Rights Reserved. 59 Monthly Site Traffic: 25,000 Leads: 300 (1.2% of traffic) Customers: 15 (5% of leads) Costs: • Annual Marketing budget: $285,000 • Cost Per Lead: $79 ($285,000/3,600) • Customer Acquisition Cost: $1,583 ($285,000/180)
  • 60. Improved Performance Approach © 2014 DMN3 All Rights Reserved. 60 Monthly Site Traffic: 25,000 Leads: 450 (1.8% of traffic) Customers: 34 (7.5% of leads) Improvements: • Boosting traffic-to-lead conversion by 50% drops Cost Per Lead to $53 ($285,000/5,400 annual leads) • Increasing lead-to-customer conversion by 50% drops Customer Acquisition Cost to $699 ($285,000/408 annual customers)
  • 61. Real World B2B Example © 2014 DMN3 All Rights Reserved. 61 • Three years of consistent content creation and promotion • Traffic increase from 1,000 visitors/mo to 100,000/mo • 2,000 - 3,000 leads/mo • 300% sales growth
  • 62. Real World B2C Example © 2014 DMN3 All Rights Reserved. 62 • Created a Facebook page in 2011 and Blog 2012 hoping to attract users to e-commerce site • June 2014: Facebook page has 800,000 likes and Blog over 20 million unique visitors/mo • New site created just for content: 30 million uniques/mo and profitable on ad sales
  • 63. Where Do You Go From Here? 63 © 2014 DMN3 All Rights Reserved.
  • 64. © 2014 DMN3 All Rights Reserved. 64 Helpful Resources Marketing Library CMI Website Marketing Profs Kissmetrics Blog SmartInsights SlideShare
  • 65. Helpful Tools Atomic Reach © 2014 DMN3 All Rights Reserved. 65 Content Analysis Content Research Social Influencers Keyword Research/SEO KLOUT Kred Clear Voice Buzzsummo WordStream Keyword Tool Open Site Explorer
  • 66. © 2014 DMN3 All Rights Reserved. 66 Practical Steps to Take
  • 67. Practical Steps to Take Gather Your Data Site Traffic Number of Leads Number of Customers Value of a Lead Value of a Customer © 2014 DMN3 All Rights Reserved. 67
  • 68. Practical Steps to Take Gather Your Data Site Traffic Number of Leads Number of Customers Value of a Lead Value of a Customer Establish Your Goals © 2014 DMN3 All Rights Reserved. 68
  • 69. Practical Steps to Take Gather Your Data Site Traffic Number of Leads Number of Customers Value of a Lead Value of a Customer Establish Your Goals Develop a Written Plan © 2014 DMN3 All Rights Reserved. 69
  • 70. Practical Steps to Take Gather Your Data Site Traffic Number of Leads Number of Customers Value of a Lead Value of a Customer Establish Your Goals Develop a Written Plan © 2014 DMN3 All Rights Reserved. Decide on the Best Approach: Cost Reduction or Performance Improvement 70
  • 71. Practical Steps to Take Gather Your Data Site Traffic Number of Leads Number of Customers Value of a Lead Value of a Customer Establish Your Goals Develop a Written Plan © 2014 DMN3 All Rights Reserved. Decide on the Best Approach: Cost Reduction or Performance Improvement Identify Your Resource Needs 71
  • 72. Practical Steps to Take Gather Your Data Site Traffic Number of Leads Number of Customers Value of a Lead Value of a Customer Establish Your Goals Develop a Written Plan © 2014 DMN3 All Rights Reserved. Decide on the Best Approach: Cost Reduction or Performance Improvement Identify Your Resource Needs Develop a Talent Pipeline 72
  • 73. Practical Steps to Take Gather Your Data Site Traffic Number of Leads Number of Customers Value of a Lead Value of a Customer Establish Your Goals Develop a Written Plan © 2014 DMN3 All Rights Reserved. Decide on the Best Approach: Cost Reduction or Performance Improvement Identify Your Resource Needs Develop a Talent Pipeline Make the Right Ask 73
  • 74. Practical Steps to Take Gather Your Data Site Traffic Number of Leads Number of Customers Value of a Lead Value of a Customer Establish Your Goals Develop a Written Plan © 2014 DMN3 All Rights Reserved. Decide on the Best Approach: Cost Reduction or Performance Improvement Identify Your Resource Needs Develop a Talent Pipeline Make the Right Ask Merchandise Results Along the Way 74
  • 75. Let’s Connect 75 Get Your FREE Guide with practical steps you can take to turn your website into a lead generation machine! FREE Website Lead Generation Guide SCOTT.CONE@DMN3.COM 713-868-3000 ext. 219 © 2014 DMN3 All Rights Reserved.
  • 76. © 2014 DMN3 All Rights Reserved. 76 Thank You!