The content marketing landscape

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Everyone is doing content marketing

Source: Content Marketing Chaos, Kapost

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Everyone is doing content marketing

Source: Content Marketing Chaos, Kapost

8% of all

marketers are nuts

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...and it’s still not enough

Source: 2014 B2B Content Marketing Trends—North America,, Content Marketing Institute

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Most companies plan to do more

Source: 2014 B2B Content Marketing Trends—North America,, Content Marketing Institute

58% of marketers plan to

increase the amount of content they’re producing

over the next 12 months

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Perceived RealityHmm...I wonder if

anyone has written an

engaging ebook on this topic...

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RealityI’m

exhausted.

Is there any chance Bob

will have those TPS reports to

me on time to hit the deadline?

How do other

companies manage

TPS reports?

I can’t wait to catch up on

Game of Thrones tonight

Are we out of

coffee?

1 2 3 4$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

$56,700

$142,400

$335,200

$1,057,300

60%

70%

77%83%

Content Marketing Spend by Company Size

Total Percent of Total Spent on Distribution

Source: Custom Content Council, 2012

Fewer than 10

employees

10 to 99employees

100-999employees

1000+employees

Building your audience

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Distribution Channels

Owned

- Blog

- Co-marketing

- Social

- SEO

Earned

- Viral

- PR

- Word-of-mouth

Paid

- Display

- Search

- Social

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Distribution Channels

Owned

- Blog

- Co-marketing

- Social

- SEO

Earned

- Viral

- PR

- Word-of-mouth

Paid

- Display

- Search

- Social

Crowded Really

hardEww!

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Even the inbound masters use it

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OwnedPaid Earne

d

Grow your audience

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How this looks

Getting started

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Step 1: pick your channel

High Intent: Searching for your product

Organic Search

Retargeting

Paid Search

Display Ads

Mobile Ads

Social

Low Intent: Not searching for your product

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Step 2: prepare your follow-up

High Intent: Searching for your product

Organic Search

Retargeting

Paid Search

1 Landing page: free trial offer

2 Sales call/email

3 Convert to paying customer

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Step 2: prepare your follow-up1 Landing page: content

offer

2 Nurturing emails

3 Sales call/email

4 Convert to paying customer

Display Ads

Mobile Ads

Social

Low Intent: Not searching for your product

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Step 3: determine your budget

LTV: $4500/customer

Acquisition budget: $1500/new customer

SaaS Rule of 1/3

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Step 3: determine your budget

$1500Customer Acquisition Goal(1/3 LTV/ new customer)

2%Average Conversion Rate

50Leads/ sale

$30Cost/ Lead Goal

=

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Step 4: set up your campaign

Simple naming conventions

Lowercase

Link lead to campaign

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Step 4: set up your campaign

http://go.rjmetrics.com/calculating-roi-using-clv?utm_campaign=twitter+roi-keywords&utm_source=twitter&utm_medium=cpc&utm_content=whitepaper

Step 4: set up your campaign

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Step 5: Go!

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Step 5: measure performance

1 Spend

2 Impressions

3 Clicks

4 Leads

5 Qualified Leads

6 Customers

Things to think about for the future

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Future considerations1. What’s the lifetime value of customers acquired

through these channels?2. What pieces of content are turning paid leads

into paying customers?3. Is my paid audience promoting my brand?

Thank you.