How can you take Content Marketing to the next level? Combine planning with personas, add a little social media. Here's how...

1. Sweating
Your Assets
How to supercharge content
marketing for SEO and Lead
Generation

2. Hi, I’m @EricTTung
Full-Time Social Media
Manager at BMC
#33 Social Media
Influencer via Forbes
Contributor to
SocialMediaCollege
.com

3. What We’re Noodlin’
What is Content and Content Marketing?
What Are The Different Types of Content?
Getting Other People To Make Your Content.
Mapping Content to your Sales Cycle
Assembling The Content Puzzle with PPC and
SEO.
Finally, How to Sweat Your Assets.

4. What is Content Marketing?
…It’s just marketing!

5. “Content marketing is any marketing that
involves the creation and sharing of media
and publishing content in order to acquire
and retain customers. This information can
be presented in a variety of formats,
including news, video, white papers, e-
books, infographics, case studies, how-to
guides, question and answer articles,
photos, etc.”
-Wikipedia

6. 90percentof all the data ever created…
Was created in the last two years.

7. 15.5 Hoursof media consumed
per person, per day

8. 75 Million
225 Million
500 Million
How
Many Blogs
Are There?

10. Businesses that publish at least 15
blog posts per month average
1,200new leads
per month

11. So What’s This Mean?
There’s Lots of Content being produced out
there.
People consume media and trust it.
Businesses generally aren’t effectively using
content marketing.
Businesses that can get content marketing
have seen results.

12. Virginia/Maryland/DC-
Area Pool Company

13. Photo: New York Times
“I just started thinking more about the way
I use the Internet. Most of the time when I
type in a search, I’m looking for an answer
to a specific question. The problem is you
don’t get a lot of great search results
because most businesses don’t want to give
answers; they want to talk about their
company. So I realized that if I was willing to
answer all these questions that people
have, we might
have a chance
to pull this out.”
- Marcus Sheridan

14. What are the top
results for fiberglass
pool related
searches?

15. Top Sales &
Marketing
Consultant
& Speaker
Photo: The Sales Lion

16. What Are The Different Types
of Content?
Short Long
BasicComplex
Tweets
E-
books
White
Papers
Facebook
Posts
Infogr
aphics
Video
Email
Marketing
Long-form
LinkedInAudio
Bites
Slideshare

17. How We Think About Blog
Content at BMC
1. SEO blog Posts: Relatively simple topics, “Helpdesk vs.
Service Desk, What’s the Difference.”
2. Thought leadership: More complex, and more
interesting to industry, “The Power behind Digital
Transformation.”
3. Demand Generation: Papers and reports offered for
contact info.
4. Technical Information: Product Releases and other
product info.

18. Why So Many Types?
They appeal to different crowds.
SEO content brings in clicks from people searching for
keywords and phrases.
Thought Leadership looks to the future and shows how
you lead the industry.
Demand Generation in our industry are mostly webinars
and analyst reports.
Technical Product Info is for retention of current
customers.

19. Get Other
People Create
Content For You

20. #BMCEngage User
Conference

21. Who Was Tweeting?

22. One of our Customers!

23. He’s Continued to Tweet

24. #ATXUnite by
Verizon
Verizon wanted to do
something for Austinites
having to bear the brunt of
#SXSW.
Created a contest to
spread cheer to Austin
residents with hashtag
#ATXUnite

30. Guest Blogging
Recognize experts in your space and get some great
SEO out of it. It helps them grow their following, and if
they promote the post, helps you gain following too.
Pay someone to guest blog for you: Helps you fill in
your necessary SEO blog posts, while you can
concentrate on other content.

31. Salesforce
Guest
Bloggers

32. Make Them Feel Special!

33. Do Amazing Customer
Service

34. How Will They Respond?

35. So What
Happened?

36. And…

37. Yes, I
colored it.

38. Once You Get Them To
Create Content
Feature it on your social channels or
blog.
Collect it.
Repurpose it.
Study it.

39. Mapping Content To Your
Sales Cycle

40. Who Are Your Customer
Personas?
Think about your main customer profiles.
Give them names, demographics, etc.
What motivates them, what are their goals?
What obstacles do they have in their way?
Use photos to give this person a face.
Create 3-5 people.

41. Image Credit: Content Marketing Institute

43. Now Find Your Sales Cycle
LoyaltyServicePurchaseConsiderationAwareness

44. Now Mash The Two Together
Awareness Consideration Purchase Service Loyalty
CIO
IT
Manager
IT User
Sales Cycle
Personas

45. What Questions Are They
Asking?
Awareness Consideration Purchase Service Loyalty
CIO What are
the
costs/ROI?
IT Manager How can I
make this
task easier?
What
options are
there?
How long
does this
take to
implement?
IT User How long
does
training
take?

46. Map Questions to Existing
Content and Outlets:
IT Manager Awareness: How Can I Make This Easier?
(Blog Post: www.blog.com/12345)
IT Manager Consideration: What Options Are There?
(Infographic: NEED INFOGRAPHIC)
CIO Purchasing: What are the Costs/ROI? (Customer
Video: Client XYZ Corp)
IDENTIFY AND FILL GAPS!

47. SEO: What Questions Are
People Asking…in General?
See what pages get the most clicks on
your blog.
See what people are searching for in
Google Analytics.
Use Google Suggests to create topics.
Use Google Keyword Tool to find
keywords to write blog posts around.
Write down a list of the top 25
questions people ask as prospects.
Write a blog post on each.

48. Assembling
Your Content
Puzzle with PPC
and SEO

49. Online Marketing Lead Gen
BMC Communities
Remarketing
Banner Ad
Landing Page
Lead BMC.com

50. Entry Points
BMC Communities
Search Engines: Prospects are likely to search
for specific questions and land on your site (if
you have good SEO!)
Communities/Blogs: Regular users of forums
and blogs will find their way to social feeds.
Social: Followers will see regular content, and
find their way to the blog.
Web: Prospects that find their way to the
website can be referred to blogs or social.
PPC: Pay-Per-Click: Paid search terms.

51. Mid-Funnel & Retargeting
Once users click to the blog/website, you can
tag them for retargeting.
Google will recognize cookies and will post
banner ads on network sites until they’ve
become a lead or purchased something.
Should point to something useful/valuable to
your target.
Either link to a product page or a lead form.

52. Securing the Lead
Blog posts should be littered with links
to attract leads.
Banner ads can lead back to landing
pages as well.
We find that social links directly to
forms can be difficult to convert.
Offer something of high value –
ebook, webinar recording, etc.
Landing Page
Lead

53. IncreaseOptionsTo
BecomeaLeadon
BlogPosts

54. Progressive Profiling?

55. Make the Asset Appealing.

56. Sweating Your
Assets

57. How To Sweat Your Assets
Create a Long-form Post/ebook/white paper. Aim for
10-20 pages with lots of research and content.
Original research or surveys do very well here.
Create smaller pieces of content from the original
long-form piece, blog posts, slideshares, videos
based on the original content, etc.
Share each piece in cycles on social.

58. What’s This Look Like?
Ebook: Using Social
Media for Conferences
Ch. 1: Twitter for
Conferences
Ch. 2: Facebook for
Conferences
Ch. 3: Instagramming
Conferences
Blog Posts:
1. Using Twitter for
Conferences
2. Using Facebook for
Conferences
3. Using Instagram at
Conferences

59. Why?
It saves you time: Cutting up an ebook into smaller
blog posts will save you at least 75% of time
compared to researching & writing new blog posts.
It’s a logical progression toward becoming a lead. If
someone just read 500 words on how to use Twitter
for conferences, are they likely to download an
ebook on using social at conferences? You betcha.

60. That’s Not It…
Use “sound bites” from your ebooks or blog posts to
create quote-graphics for social media that lead
back to the blog post.
Did you video interviews for your ebook? Upload
those and offer as an additional asset.
Industry surveys are GOLD for sweating. There’s lots of
quotes and stats to post over a long period of time.

61. So…
One Survey can become…
1 E-Book
1 Slideshare
5 Blog-Posts
5-7 Info or Quote Graphics
2-5 Video Interviews
15-20 Social Posts
AND… create a lead-generation machine, and get good
SEO.
Get the Most out of your Content… Make it easier on
yourself!

62. How to Measure?

63. See Most Shared Posts

64. Check Out Analytics

65. Set Up
Funnels

66. “Because I have analytics,
so far to this day, I’ve been
able to track a minimum of
$1.7 million in sales to that
one article [about
fiberglass pool cost].”
-Marcus Sheridan

67. So Let’s Review…
Tap into different types of content to help with different goals.
Get other people to create content for you, through contests,
customer service, guest blogger programs and more.
Find your personas, map them to your sales cycle, and
supercharge your content marketing.
Add in PPC retargeting to re-approach your prospects that have
yet to turn into leads.
Use assets in every possible way, creating a web of content around
each question in your persona/sales cycle matrix.
Analyze and measure and see where you can improve.