Contenu connexe Similaire à How to Build A Sustainable Content Marketing Strategy (20) Plus de G3 Communications (20) How to Build A Sustainable Content Marketing Strategy1. How to Build a Sustainable
Content Marketing Strategy
January 22, 2013
Featuring:
DemandGen International
Eloqua
Kapost
@demandgendave @noyesjesse @tobymurdock @DG_Report
2. About Demand Gen Report
§ Launched in 2007 to track best practices
in lead generation
§ Newsletter has grown to more than
26,000 readers
§ We also offer a menu of research and
best practices reports
§ New audio/video podcasts at
DemandGenReport.com
@DG_Report
http://linkd.in/DG_Specialists
© 2013
DemandGen @demandgendave @noyesjesse @tobymurdock @DG_Report
Report
3. What campaigns have been the most successful for
your department over the past year in driving leads
and engaging prospects?
(check all that apply)
Response
Count
Search
marke2ng
23%
Events
40%
Content-‐based
offers
56%
Telemarke2ng
10%
30% 60%
© 2013
DemandGen @demandgendave @noyesjesse @tobymurdock @DG_Report
Report
4. As you evaluate your current content programs,
where do you see the greatest opportunity to
improve your results?
Response
Count
Develop
the
right
mix
of
offers
25%
Mapping
content
to
buyer
needs
29%
Increasing
budget
to
fund
content
ini2a2ves
17%
Finding
the
right
partners
to
drive
content
8%
Iden2fying
the
right
channels
to
distribute
content
21%
20% 30%
© 2013
DemandGen @demandgendave @noyesjesse @tobymurdock @DG_Report
Report
5. What would you say are your greatest challenges in
creating and optimizing your demand generation
efforts?
Response
Count
Insufficient
staff
52%
Insufficient
content
46%
Insufficient
technology
15%
Lack
of
processes
33%
Lack
of
exper2se
23%
30% 60%
© 2013
DemandGen @demandgendave @noyesjesse @tobymurdock @DG_Report
Report
7. “Pssst … Hey, buddy. You want fresh content?”
@demandgendave @noyesjesse @tobymurdock @DG_Report
8. 2. Decide:
How you will
communicate
“Your Why”
3. Plan: Where
1. Define:
you will
Why you’re
communicate
appealing
“Your Why”
Content
Strategy
© 2013
DemandGen @demandgendave @noyesjesse @tobymurdock @DG_Report
International, Inc.
9. Mind Map Your “Why”: Example 1
Superb
Location
Good Lots of
Value Activities
Why Many
Recently
Dining
Renovated
Choices
Positive Great
Reviews Service
© 2013
DemandGen @demandgendave @noyesjesse @tobymurdock @DG_Report
International, Inc.
10. Mind Map Your “Why”: Example 2
Market
Leader
Award-winning
Demonstrated Expertise
ROI
Why
Excellent Impressive
Service Customers
Outstanding
Innovator
Work in market
Quality
© 2013
DemandGen @demandgendave @noyesjesse @tobymurdock @DG_Report
International, Inc.
11. Prioritize Your “Why”: B2B Example
Our Market Leader
Award-winning Expertise
WHY
Impressive Customers
Innovator in Market
Outstanding Work Quality
Excellent Service
Demonstrated ROI
© 2013
DemandGen @demandgendave @noyesjesse @tobymurdock @DG_Report
International, Inc. 11
12. What Validates Your “Why”
Market Leader Expertise Customers
• 7 Years of • Premier • Notable/
Experience Certified on respected
• Market key platforms • 200+
Reputation
• Company
• Award
winning work
• Span 5 Major
Industries
…
Size / Global • 10,000+ • Mid –
• Author “Wrote Engagements enterprise
the Book” size
• Global needs
served
© 2013
DemandGen @demandgendave @noyesjesse @tobymurdock @DG_Report
International, Inc. 12
13. Content Mapping and Buying Stages
Top of Bottom of
Funnel Middle of Funnel Funnel
(Evaluation)
(Recognition) (Selection) Why
Leadership
Expertise
Customers
Innovation
Work Quality
Service
ROI
Website Demo Case Studies
Infographic Sales Pitch Deck Proposal
Webinar Resources and Guides Sales Enablement Tools
© 2013 Blog & Social
DemandGen @demandgendave @noyesjesse @tobymurdock @DG_Report 13
International, Inc.
14. Idea Generators, Distribution /
Subject Matter Experts "Customers"
Content Producers &
Approvers
Top of Funnel
Internal
Managing Middle of Funnel
Editors
External Bottom of Funnel
(Sales)
© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
15. Team: Idea Generation
§ Customers
§ Customer-facing: Sales, Service, Support
§ Influencers / thought leaders
§ Internal Subject-matter experts
© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
16. Team: Production
§ Internal Producers
§ (Creative) Marketing
§ MarCom / PR
§ Product Marketing
§ External Producers
§ Agencies
§ Freelancers
§ Influencers
§ Internal Approvers
§ Executives
§ Legal
§ "Customers"
§ Managing Editor
@demandgendave @noyesjesse @tobymurdock @DG_Report
© 2013 Daily Inches, Inc.
17. Team: Distribution / "Customers"
§ Top of the Funnel
§ Influencers
§ Social Media
§ Website / SEO
§ Middle of the Funnel
§ Demand Generation
§ Marketing Automation
§ Bottom of the Funnel
§ Sales
§ Field Marketing / Sales Enablement
© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
19. Content Ideas
§ Internal Voice of the Customer
§ Sales, Support, Services
§ Influencers
§ Social Listening
§ Customer Surveys & Interviews
© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
20. Content Ideas Process
Source Process
Internal Voice of the Idea Submission &
Customer: Sales, Follow-up
Service, Support
Social Listening / Social Team
Influencers
Direct Voice of the Interviews, Surveys
Customer
© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
21. Creating a Blog Post
Research
© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
22. Creating a Blog Post
Managing Editor CTO
“What to Consider When
Choosing a Lead Generation
Vendor”
“10 Questions to Ask Before
Buying Lead Gen Software”
© 2013 Eloqua Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
23. Creating an eBook
1. Find the Talent
© 2013 Eloqua Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
24. Creating an eBook
2. Set Expectations
© 2013 Eloqua Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
25. Creating an eBook
3. Perfect the Packaging
© 2013 Eloqua Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
27. Jan. Apr. Jul. Oct.
Feb. May Aug. Nov.
?
Mar. Jun. Sep. Dec.
© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
28. © 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
29. © 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
30. © 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
31. 4
3
© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
32. 4
3
4 1 7 1 1 1 3
© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
33. 4
3
4 1 7 1 1 1 3
© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
34. © 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
35. 4 1 7 1 1 1 3
18
© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
36. Jan. Apr. Jul. Oct.
1 2 4 5
Feb. May Aug. Nov.
1 3 4 6
Mar. Jun. Sep. Dec.
2 3 5 6
© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
37. Get "Customer" Buy-in on Calendar
§ Content "Customers" = social / SEO / website team,
demand gen team, sales / sales enablement team
§ Share calendar early and often
© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
38. Define Processes and Workflows
§ Production of content requires lots of contributors,
approvers
§ Don't let logistics ruin your content efforts
© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
39. You are in competition for your buyer's
attention!
NO YES
© 2013 Eloqua Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
40. Field
Paid Media Sales Email
Integrated
Content
Website Campaign Partners
PR
Social PR EMEA
Media PR North America
© 2013 Eloqua Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
43. Social Media
Blogs
© 2013 Eloqua Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
44. Email
Sales Templates
© 2013 Eloqua Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
45. Earned Media
Paid Media
© 2013 Eloqua Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report
47. Throw Chum In The Water – Top of Funnel
§ Scatter “Lead Chum” around the web
§ All over your site
§ Your Blog & Others
§ Social Networks
§ Partner Sites
§ PR
§ SEO Landing Pages
§ Syndicated Content
§ Webinars
© 2013
DemandGen @demandgendave @noyesjesse @tobymurdock @DG_Report
International, Inc. 47
48. Gate Your Bait – Middle of Funnel
§ Best Practice: The best way to catch leads is to use a single gated form
in front of your best lead bait. After that, “feed the fish” through nurturing
(leveraging hidden forms for further campaign tracking).
§ What to Gate:
§ Free Trials, eBooks & Resources, Valued Analyst Reports, Events
Catch The Leads Feed The Leads
Campaigns & Organic Nurtures & Sales Enablement
© 2013
DemandGen @demandgendave @noyesjesse @tobymurdock @DG_Report
International, Inc. 48
49. Case Study: Insulet
Chum
Bait
Trap
© 2013
DemandGen @demandgendave @noyesjesse @tobymurdock @DG_Report
International, Inc. 49
50. Nurturing through the Funnel
© 2013
DemandGen @demandgendave @noyesjesse @tobymurdock @DG_Report
International, Inc.
51. Q&A
@demandgendave
@noyesjesse
@tobymurdock
Thank you for attending!
Look for our follow-up email to get a FREE copy of
Manufacturing Demand
The Principles of Lead Management
@demandgendave @noyesjesse @tobymurdock @DG_Report