5 Tactics to Ramp & Scale your Content Strategy

Content Marketing 2.0

5 Tactics to Ramp & Scale your Content Strategy

Personalization & amplification

4.

Visual is the new headline 1.

Do more of what’s working 2.

Leverage global for relevant content 5.

Streamlining content production 3.

Going visual.

David Ogilvy OGILVY & MATHER

The visual is the new headline.

5 reasons for going visual

We are all visual thinkers 1.

Visual aids in decision making 2.

Visual makes a better, longer overal impression 3.

Visual is more persuasive 4.

Visual connects emotionally 5.

SlideShare is a Platform for Visual Content

Marketing Thought Leadership

Average number of slides

per presentation

Keep it short & sweet

33%

Number of slides

14% 7% 1%

The optimal SlideShare presentation

45%

Less than 10 10 - 30

30 - 50 50 - 100 100 +

Be visual

Average number of pictures

per presentation 19 Get to the point

Average number of words

per slide 24 19

Remarkable design doesn’t have to cost of fortune.

Who’s doing it right? Visual blows text out of the water

328,000 Views

Cross-channel integration

Built in lead forms

SlideShare provides a robust dashboard for

measuring success

$4620 7440 Form Fills

<$1.00 $ per

success

4482 New names

$1.00 $ per new

names

Indexed by Google.

The Infographic is not dead.

Provides a snapshot

of a bigger story Breaks down a

complex idea Easily shareable &

attracts attention

Fuel for your social

and demand-gen

programs

Great SEO for

linkbacks Enhance press

releases Entertaining and

fun

The multi-benefits of successful infographics.

178,809,843 publisher total unique visitors

3,024,141,647 total potential viewership

8109 shares 33 linkbacks from top tier pubs

Do more of what’s working.

Reach audiences

to drive awareness

and a positive

impression of your

brand

Set up your full funnel metrics…

REACH

NURTURE

• Awareness

• Branded search

• Brand recall and lift

Website and referral traffic

• Page views, pages per

visit, time spent on site lift

• Subscriber/opt-in lift

• Engagement (open rate,

shares, likes, comments)

• Bounce rate decline

• Unique visitor lift

• Inbound links lift

Nurture prospects

until they’re ready

to make a

purchase

• Leads (organic vs paid)

• MQLs/SAOs

• SQOs

• Cost per lead

• Qualified lead velocity rate

(i.e., growth in qualified

leads)

• Form fills

• Revenue

• Returning visitors

• Close rate

• Retention rate, customer

lifetime value,

upsell/cross-sell

Make the right relationships.

Content Demand

gen

Take an aerial view of MQLs by campaign type.

27%

25% 23%

15%

10%

Big rock to manufacturing Email nurture campaign Executive guide Manufacturing webinar series 2016’s state of hardware infographic

Streamline content production.

Create efficiently.

Kapost takes

the pain out of

content

production with

clear workflows,

a closed

feedback loop,

and intuitive

content

calendar.

Create efficiently.

Google docs

allows content

teams to work

together and with

content partners

for efficient

collaboration and

version control.

Create efficiently.

Repurpose content like leftover turkey.

Use turkey slices to fuel your content hubs.

Company Pages Sponsored Updates (Turn it up to eleven!)

LinkedIn Groups SlideShare

The big rock.

Repurpose, repurpose, then repurpose some more.

Infographics

SlideShare

Physical book

Mobile download

Podcasts

Influencer blog

Blog content

Webinars

The age of amplification

and personalization.

Amplification

n. The act or result of amplifying, enlarging, or extending

Amplification

Owned Media Earned Media Paid Media

Paid Media

Amplification

Social Media

Advertising

Native

Advertising

Paid Content

Discovery

Services

PPC

Display /

Retargeting

Amplification

Blogging

Influencer

Outreach

PR

SEO

Word of

Mouth

Referrals

Earned Media

Amplification

Owned Media

Website /

Resource

Center

Mobile

Apps

Employee

Advocacy

Personalization

v. to render personal rather than impersonal or purely professional

Set up a test of different updates to reach different audiences.

Sponsored Update 1:

Targeted to CMOs

These insights can help you drive

transformational change to your business.

Sponsored Update 2:

Targeted to Marketing Directors

Need to demonstrate the ROI of your

marketing efforts? These insights can help.

Sponsored Update 3:

Targeted to Social Media Managers

Social media managers: Get the insights you

need to drive the engagement you want.

Big Rock

Content

Example: B2B Marketing company XYZ has

recently launched a new piece of research

and is publishing updates to LinkedIn to drive

marketers to download it.

40

Personalize your message and offers to your target

audience to boost your performance.

+571% Clicks

+490% Impressions

Always be testing.

42

Test and optimize your reach to the right audience

with the right message.

66% higher CTR

Leveraging corporate for regionally

relevant content.

Create a global content council.

NAMER

LATAM

EMEA

APAC

Verticals | Product Marketing | Public Relations | Content Leads | Customer Marketing

Alignment | Awareness | Collaboration | Support

Module:

Interviews

Bring GEOs in early in the process.

Module:

Case Studies

Module:

Quotes

Module:

Research

Share outline >

Build a global skeleton >

Replace with local modules…

Leveraging Global Content

• Get the source files (AI/PSD)

• Send to local translator

• Plug in local modules

• Use agency to localize creative

Create regional content hubs.

Key takeaways…

5 Tactics to Ramp & Scale your Content Strategy

Personalization & amplification

4.

Visual is the new headline 1.

Do more of what’s working 2.

Leverage global for relevant content 5.

Streamlining content production 3.

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