Transcription
Secrets to Content Marketing SuccessMaria Pergolino@inboundmarketer
PresenterMaria Pergolinog Director of Marketing, Marketo Author of The Definitive Guide toSocial Media Frequent Blogger and Speaker S l fSalesforceC tifi d AdminCertifiedAd iPage 2
ObjectivesIn this session, you will learn about: Creating Content that Sells Creating a Content Map Optimizing Content for Search Repurposing Content How tto SSucceedHd withith LittlLittle orNo ContentPage 3
Why do I need content?NurturingLead SolutionScoringRi k MitigationRiskMiti tiPage 4
What is Content?Page 5
Types of ContentArticlesPresentationsBlog PostsPress ReleasesBooks/eBooksProduct Data SheetsBrochures/manuals/Reference GuidesCase StudiesResource LibrariesEmailRSS/XML FeedsImagesVideosInformation GuidesWebinars/WebcastsMicrosites/Web PagesWhite PapersOnline CoursesWidgetsPodcasts/VideocastsWorkbookPage 6
Content ConsumptionSource: Techtarget GooglePage 7
1.Non Promotional2.Relevant to Reader33.ClClosesa GapG4.Well‐Written5.Relevant to Your Company6.Gives ProofPage 8
Good content is not enoughPromotion, Promotion, PromotionEmail Lead NurturingSocial MediaContent SyndicationPressSearch Engine MarketingWebsiteSponsorshipsEventsPage 9
When To Ask For Registration?Example: SiriusDecisionsOne: Loosening of the Status QuoEarly StageThoughtg leadershipp and bestpractices to build brand andawarenessTwo: Committing to ChangeThree: Exploring the Possible SolutionsFour: Committing to a SolutionFive: Justifying the DecisionSix: Making the SelectionMiddle StageBuyers guides, RFP templatesand industry information toh l structure researchhelphLate StageCompany‐specificinformation to help evaluateand reaffirm selectionPage 10
Forms: Ask Only What You Really NeedShort Form (5 fields)Conversion rate: 13.4%Cost per: 31.24Medium Form (7 fields)Conversion rate: 12.0%Cost per: 34.94Long Form (9 fields)Conversion rate: 10.0%Cost per: 41.90Page 11
Test, Test, TestPage 12
Content MappingBUYING STAGESStages123 Early (Pre-MQL)Mid (MQL)Late (Opportunity)CustomerACONTENTBC1.Map your existing content2.Blank cells determine your content roadmap3.Short content is good! (YouTube approach)4.Test and optimize5.Start small, think big and adapt quicklyDBUYING PROFILES Industry: 82%Role: 67%Company Size: 49%Geography: 29%Page 13
Content LibraryUse for easy referenceNotedateN t createdt ddtLabel by role, category, gated, author, etc.Keep track of copyrights or other dated infoIf 1000’s of assets consider a more formal systemPage 14
Content Optimized for SearchPlus: Keywords Meta Descriptions Title TagsPage 15
Social ContentPage 16
Social Sharing:Customized E-mailsE mails and Landing PagesPage 17
Sample Scoring RulesDemographics: 30 points based on manual Prospect review 0‐8 points based on title ‐20 to 0 based on inferred countryySource and Offer: Website lead source: 5 Thought leadership offer: ‐5Latent Buying Behavior: AAttendd webinar:bi 55 Download thought leadership: 3 Visit any webpage : 1 Visit careers pages: ‐10Active Buyingy g Behavior: Install AppExchange app: 15 Download Marketo reviews: 12 Visit website 2X in one week: 8 Download buyers guides: 8 Watchh demos:d 5 eachh Search for “Marketo”: 5 Visit pricing pages: 5No activity in one month: Score 30: ‐155 points Score 0 to 30: ‐5 pointsPage 18
Nurturing without Lots of ContentIDEAEXAMPLEBlog postsYours or othersTestimonialsSuccess Story3rd partyt contentt tA l t Press,Analyst,PPaidP idProduct documentationBenefits, GuidesFact sheetsBest Practice DocumentDemo offersAmazon 503rd party sourcesSalary info, upcoming events, etcKey to Success: What is important to my reader?Page 19
Repurposing Content ExampleARTICLEWHITEPAPER Website Blog Guest Blog Website Slideshare SribdWebinarSLIDESVIDEO CLIPPODCAST Website Slide Share Website Youtube UUse allll ttypes ffornurturing andscoring Use all types todrive traffic toyour website andin social mediapromotions Website iTunesPage 20
Example of Repurposed Content This Presentation Content from my ContentMarketing White PaperSome content repurposedfrom a webinar in August forMarketo customers2 SlidesSlid takenk ffrom DefinitiveD fi i i GGuideid to SocialS i lMMediadi WWebinarbiAlso, used same content to create 2 September blog postsPage 21
Content Optimization3 Rs:ReorganizegRewriteRetirePage 22
For More InformationCheck out these resources:Vendors/Services Mentioned:Modern B2B Marketing BlogLead Management: MarketoContent Creation for DemandGenerationDefinitive Guides: Velocity PartnersContent marketing resources:Webinar Editing: Shayne,MindYourMedia Content Marketing InstituteSEO, TopRank Online Marketing Alltop Content MarketingResource Center: Flickerbox ClickInsightsContent Creation: Junta42, AvitagePage 23
Contact MeMaria PergolinoDirector of Marketo, Inc.901 Mariners IslandSuite 200San Mateo, CA 94404Direct: 1.650.376‐2312Mob: 1.415.710.2008blog.marketo.comwww.marketo.comPage 24
Marketo, Inc. 901 Mariners Island Suite 200 Maria Pergolino Director of Marketing San Mateo, CA 94404 Direct: 1.650.376‐2312 maria@marketo.com @inboundmarketer @marketo Mob: 1.415.710.2008 blog.marketo.com www.marketo.com Page 24
