More Related Content Similar to Content Marketing Boot Camp Similar to Content Marketing Boot Camp (20) 1. Content Marketing Boot Camp
Pump Up Your Content Marketing Strategy
Dayna Rothman
Sr. Content Marketing Manager at Marketo and Author of Lead Generation for
Dummies
@dayroth
13. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Staffing for Content Creation
• Get Stakeholder buy-in
• Appoint executive editor
• Invest in content creators
• Content consumers
• Great communicators
• Great project managers
14. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Chief Content Officer
• Marketo - VP of Product Marketing
• Executive leadership
• Responsibilities could include:
• Owns story of the business
• Content final approval
• Audience development/influencer relations
• Measurement/business accountability
15. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Managing Editor
• Content strategy and creation
• Vendor coordination
• Production
• Scheduling
• Consistency
• SEO
• Publishing
• Blog management
16. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Content Creators
• Additional team members
• Internal SMEs
• Outsourced writers
• Outsourced design agencies
• Partners, customers, and other thought leaders
17. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Organizational Content Contributors
How do you get the thought leaders in your company to
create content?
• Stakeholder /executive support
• Grass roots evangelism
• Training
• Incentive programs
• Create a splash!
22. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Ideation
Generating ideas on a consistent basis has been reported
to be one of the biggest content marketing challenges.
• Engage your organization
• Social listening
• Customer interviews
• Surveys
• Hot trends and topics
• SEO considerations
• Personal/business interests
23. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Content Arcs and Themes
Product
Releases
New services
Trends
Hot Topics
24. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Mapping Content
• Mid Stage
Gated? Yes
• Late Stage
Gated? Mostly No
• Early Stage
Gated? No
26. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Initial Questions to Ask
• What purpose does this piece serve?
• Who is the audience?
• What stage of the buying journey does this map to?
• Who is going to write this piece?
• Who will design it?
• What are the promotion plans?
27. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Step 1. Setting Expectations and a Timeline
• Typical Marketo ebook
turnaround time—3-4 weeks
depending on the following
factors:
• Is this being written by an internal
writer?
• Is this being written by an external
writer?
• Is this being design internally?
• Will there be a subject matter
expert (SME) involved?
• Who needs to review the ebook?
28. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Step 2. Draft Writing
• Internal/External
writer assignment
• DETAILED outline
creation
• SME “brain dump” (if
needed)
• First draft creation
• Always in Word—track
changes—vs. Google
Docs
29. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Step 3. Reviews!
• 2-3 rounds of reviews
per ebook
• Content team, SME,
executive sponsor (if
needed)
• Edit for grammar, tone,
language, and content
• Don’t be afraid to be
heavy handed on editing
if needed
30. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Step 4. Design
• Send to
internal/external
design
• Have design team
send back 2-3
design options
• Initial design
templating
31. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Step 5. Design Review
• ~ 2 rounds of
edits in design
• Use PDFs for easy
editing
• Edit for:
• Design look and
feel
• White space
• Copy templating
• Branding
• Grammar, copy
flow, general
editing
35. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Think outside of the box
and be unique. Content is
more than an ebook.
38. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Repurpose “Big Rock” Content Example
Definitive Guide to MA:
Webinars:
Ebooks:
Infographics:
43. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Webinars
• Expand your reach for a key ebook by offering a
webinar
• Asset: Definitive Guide to Social Marketing
• Webinar 1: The Definitive Guide to Social Marketing Webinar
o Registrants: 2,775 Attendees: 588
o Recorded Asset: 16,000 views
• Webinar 2: The ROI of Social Marketing
o Registrants: 2,289 Attendees: 568
o Recorded Asset: 3,000 views
48. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Social Promotions
• Facebook Tab: 10,854 Views, 2,680 Form Fill-outs
• Facebook Ads: 2620 Downloads
• Twitter Ads: 1,430 views, 31 Form Fill-outs
• SlideShare: 7,641 views, 312 Downloads
49. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Promoted Post Example
• 9,923 clicks
• 6,765 actions (Likes
and comments)
• 3.76% CTR
• $0.70 CPC
52. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
AllNames
Target&
Recycled
Engaged
Lead
Nurturing
Lead Nurturing Plugs the Leak
Building relationships with qualified prospects
regardless of their timing to buy, with the goal
of earning their business when they are ready.
Con-
tacted
Opportunity
Sales
Lead
MQL
SAL
SQL
Marketo Data:
•% new Targets not Opp ready: 98%
•Target to Opp time: 123 days avg
•% Slow Leads: 80%
•50% more MQLs at 33% lower cost per lead
53. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Lead Nurturing Relevance
1. Buying Stages
2. Persona
3. Interest/Industry/Location
59. #RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
What channel works for your business?
Source: Marketo Revenue Cycle Analytics, June 2013
* Percentage of all programs in channel that achieve MT Ratio > 5
Nurture Email - CTA
Nurture Email
Paid Online (PPC+Email)
Nurture (New)
Editor's Notes But your content strategy looks like tumbleweeds-- Content kind of a big deal Content kind of a big deal Content kind of a big deal Content kind of a big deal Content kind of a big deal Here we see what works for Marketo over the last 12 months to generate prospects.
Explain columns…
Website+Blog = 38% of all opps
But I’d be a bad stock picker if I put all my money in one stock, and I’d be a bad marketer if I bet all my prospect generation on one source.
The reality is you need a portfolio of prospects and channels to achieve the best results. In fact, Marketo runs an average of 40 different Prospect generating programs each and every month across all these sources.
