Intro to Content Marketing Essentials
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We’re going back to the basics. Watch Ellen Gomes, Senior Manager of Content Marketing at Marketo, discuss strategies for creating and distributing content marketing, why content marketing can’t be ignored, and how to identify metrics that indicate success.
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Intro to Content Marketing Essentials
- 1. Intro to Content Marketing Ellen Gomes, Content Marketing Manager @egomes1019
- 2. • This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes. • Have a question? Use the chat box and I’ll get to your questions after the webinar. • Posting to social? Use our hashtag - #mktgnation • There is a brief survey after the webinar Housekeeping
- 3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 8/29/2017 About Me • Sr. Content Marketing Manager at Marketo • Fun Fact: I have a semi-famous dog. @pudge_the_corgi @egomes1019
- 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 8/29/2017 Today’s Agenda • Why is content so important? • How to create content • Distributing content effectively • How to measure your impact
- 5. Why Content?
- 7. Break Through 2900 Marketing & Sales Messages Per Day @egomes1019
- 8. The State of Engagement, Marketo, 2017 @egomes1019
- 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 8/29/2017 Everyone Is Doing It B2B marketers B2C marketers (WHEN ASKED, MOST MARKETERS SAY THEY DO CONTENT MARKETING) @egomes1019
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 8/29/2017 But Is It Strategic? Does your content creation process consider your business priorities and goals? How can you ensure that it does? STEP 1: Do an audit. Review all your existing materials against your audience and lifecycle Identify content stakeholders Ask them key questions: • How they use content • What are they missing • What works and doesn’t work @egomes1019
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 8/29/2017 Create Strategic Content STEP 2: Develop a Process How does your process fill stakeholder needs? How do you communicate it to the rest of your organization? Content request brief submitted by subject matter expert Content Team brief review Approve or add to wish list Add to content plan Committee approval Add content to editorial calendar Start production Example Content Request Process @egomes1019
- 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 8/29/2017 Create A Content Calendar Build SEO into your content plans—from large assets to blogs and social media.
- 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 8/29/2017 Fresh Doesn’t Have To Mean New Sometimes you need to create new content, but not always. @egomes1019
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 8/29/2017 Think Green, Evergreen Evergreen content stands the test of time. Here are 3 tips to creating content that lasts: 1. Don’t use terms that date it, or statistics that won’t age well. 2. Make sure it’s applicable beyond a specific point in time. 3. Create content about a topic that your audience cares about now and will continue to care about.
- 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 8/29/2017 Guides & Reports
- 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 8/29/2017 Ebooks
- 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 8/29/2017 Infographics
- 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 8/29/2017 Blogs
- 20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 8/29/2017 Videos
- 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 8/29/2017 Distribution is a Big Part of Your Success The State of Engagement, Marketo, 2017 @egomes1019
- 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 8/29/2017 Distribution Should Span All Functions • Paid Programs • Paid Ads • Email • Web Personalization • Target Accounts • Website • Social Media • SEO • Press & Coverage • Sales Training and Enablement • Advocates • Customer Community • Customer communications • Influencers • Blog
- 24. Content Success
- 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 8/29/2017 Define Your Metrics Early 1 •Lift in website traffic, new visitors, social shares, referring domains, form fill outs, comments and site interactions 2 •Subscription to email or RSS, new names, % new names per program 3 •# Leads (right demographics, desired behavior), investment per lead 4 •Engagement score for set of programs per month 5 • # of opportunities 6 •First Touch Ratio 7 •Multi Touch Ratio 8 • Pipeline @egomes1019
- 26. Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 8/29/2017 Example: A Program Designed to be Measureable 955 shares (blog) 10.8K downloads 440 new names $35.7K MT pipeline
- 27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 8/29/2017 Understand Your Results: First Touch Tie your Content to revenue Watched our demo video on home page Registered for Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with a Social Post Connected with Sales Rep 3 months $100K $100K
- 28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 8/29/2017 Understand Your Results: Multi Touch Watched Our Demo Video on Home page Registered for Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with a Social Post Connected with Sales Rep$25K $0 $25K $25K $100K $25K 3 months
- 29. Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 8/29/2017 Track All Touches Across All People
Notes de l'éditeur
- And with that let’s get going!
- Content marketing is the only marketing left
- there is lots of noise out there - buyers are being bombarded by more than 2900 messages per day; they can recognize about 50 and remember maybe four.
- From Content Marketing Institute and Marketing Profs
- What if I have a small team?
- Smart repurposing can serve your content team and SEO goals.
- First step is to understand your metrics early. From writing down your goals in your content strategy and content briefs, you should have some defined goals for each piece you create. Next is taking your metrics to next level. Measure more than early stage metrics—which is where many marketers get caught. Often this means have a tool to help you. Whether that’s marketing automation or google analytics. Here we’ll look at some example metrics from marketo– from early stage progressing to mid stage (where a solution like marketing automation comes into play) to late stage, really your revenue metrics.
- This is really important because if you do not have a way to measure impact – it will be nearly impossible to report back on your goals. Using Marketing Automation like Marketo, it is very easy to look at metrics like I am showing on this slide. For this Definitive Guide, I can look at early metrics like ‘downloaded’ all the way to pipeline – which ultimately is the most important.
- Not just the program touches. When someone gins and opp. Tag your content.