Creating Content that Converts: Lean Content Marketing for Lead GenerationDayna Rothman, Content Marketing Manager, Marketo@dayroth

@JoePulizzi #CMWORLD

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#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential

#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential

#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential

#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential

#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Brand awareness

Brand preference

Risk reduction

Blogs Definitive GuidesResource Center VideoWebinars

Content Marketing for Brand & Like

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Your Team.

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Staffing for Content Creation

• Get stakeholder buy-in• Appoint executive editor• Invest in content creators

• Content consumers• Great communicators• Great project managers

• Create a content / social policy

Marketo invests 10% of headcount

into content

www.marketo.com/trust/social-media-

policy.php

@jonmiller @mpranikoff

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Chief Content Officer/ Director of Content• Executive leadership• Responsibilities include:

• Owns story of the business• Content final approval• Web/creative approval• Contract negotiations• Audience development/influencer relationships• Measurement• Accountability

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Managing Editor

• Content creation• Production• Scheduling• Consistency • SEO• Publishing

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Content Creators

• Additional team members• Internal SMEs• Outsourced writers• Content creation services• Partners/thought leaders

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Content Producers

• Design team• In-house• Outsourced• Agency

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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!

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Who do you look for?

Content Planning.

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Buying Stages—Creating Your Funnel

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Mapping Content

• Mid Stage Gated? Yes

• Late Stage Gated? Mostly No

• Early Stage Gated? No

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Buyer Personas

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VS.

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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

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Content Arcs/ Themes

• What do you want to talk about and when?• Themes based on product releases, new services, other

announcements• Themes based on trends, hot topics• Arcs could be 1 month – 6 months depending on your

business• Example: Agency Content Arc

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To Gate or not to Gate?

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Form Length

Lean Content Creation.

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Content isn’t Just Whitepapers.

• Blog posts• Videos• Podcasts• SlideShare Presentations • Infographics• Moving Infographics• Activity Books/Worksheets • Articles

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Visual Helps Content Stand Out

VS.

13,000 Views 339,000 Views

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THE 3 R’s OF CONTENT MARKETING Optimization

Repurpose, Rewrite, Retire

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Repurpose Content

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Repurpose “Big Rock” Content Example

Definitive Guide to MA:

Webinars:

Ebooks:

Infographics:

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Videos:

Blogs:

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Repurpose Blogs

Blog to Ebook

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Rewrite and Redesign

Before After

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Retire

• Every piece of content should have a limited shelf life• Ask yourself:

• How is this content piece performing?• Could we rewrite or redesign?

• Obvious content to retire:• Reports that are dated• Assets around an event• Topic is no longer relevant

Promoting Your Content: A Sample Plan

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The Asset

The Definitive Guide to Social Marketing: 111,000 Views

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Webinars

• Webinar 1: The Definitive Guide to Social Marketing• Registrants: 2,775 Attendees: 588• Recorded Asset: 14,000 Views

• Webinar 2: The ROI of Social Marketing• Registrants: 2,289 Attendees: 568• Recorded Asset: 3,000 Views

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Be Everywhere

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On Your Website

@jonmiller @mpranikoff

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On Your Blog

@jonmiller @mpranikoff

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Email Promotions

• Rolling Launch: 4 Email Blasts to Database

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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

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Visual Content for Social

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Social Referral Campaign

Optimize for Mid-Funnel.

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Lead Nurturing Relevance

1. Buying Stages2. Persona3. Interest/Industry/Location4. Dynamic Content

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Lead Nurture Example 1: Buying Stage Track• Email 1: Tactical Social Media Plan (educational)• Email 2: Creating Content that Sells (educational)• Email 3: Definitive Guide to Marketing Automation

(soft promotion)• Email 4: Definitive Guide to Lead Nurturing (soft

promotion)• Email 5: Marketing Automation Buyers Guide (soft

promotion)• Email 6: Case Study 1 (hard promotion)• Email 7: Case Study 2 (hard promotion)• Email 8: Demo Offer (hard promotion)

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Lead Nurture Example 2: Interest Based (Email Marketing)

• Email 1: 10 Tips for Successful Email Marketing (educational)

• Email 2: Beyond B2B Email Marketing (educational)• Email 3: Graduating from Email Marketing to Marketing

Automation (soft promotion)• Email 4: The Definitive Guide to Marketing Automation

(soft promotion)• Email 5: Internal Selling PPT Template for Marketing

Automation (soft promotion)• Email 6: Email Marketing Case Study (hard promotion)• Email 7: Demo Offer (hard promotion)

Content Marketing ROI.

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Renting vs. Owning

Instead of buying media, marketers are becoming media and owning it.

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Cost per Lead

Source: Kapost

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Source: Kapost

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ROI Measurements

• Determine what you want to measure• Contact us• Social engagement• Linkbuilding and SEO• Website stats like time spent on page, bounce rate

• Conversions• Email conversions• Lead quality• Retention period • Sales cycle

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What Are Other’s Doing?

Source: CMI

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7 Key Takeaways

1. The way buyers buy has changed forever—the way we market and sell must change as well.

2. Publish/own content to help leads find you.3. Investing in the right team is the key to success.4. Do more with less by using lean content creation5. Multi-channel content promotion will give you biggest

bang for your buck.6. Create content for all stages of the buying cycle 7. Thing big, start small, move quickly!

Q&ADayna Rothman: drothman@marketo.com@dayroth