Your Content

Marketing Playlist

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Your Content

Marketing Playlist

1. Welcome!

Set List

#1. State of content marketing

#2. Focus areas and strategies

#3. Content marketing metrics

#4. Subject matter experts

#5. Colorado examples

#6. Takeaways

#7. Q&A

Three truths and a lie

88% of B2B marketers in North America

use content marketing.

75% of companies are

increasing content marketing investment

70% of marketers say their organization

is effective at content marketing

55% of B2B marketers say they’re unsure

of what content marketing success

looks like

Sources: stat #1, stat #2, stat #3, stat #4

By the numbers

88% of B2B marketers in North America

use content marketing.

75% of companies are

increasing content marketing investment

30% of marketers say their organization

is effective at content marketing

55% of B2B marketers say they’re unsure

of what content marketing success

looks like

Sources: stat #1, stat #2, stat #3, stat #4

2. Focus areas & Strategies

Building Your Dream Team

WHEN...

do you hire a content

marketer?

WHAT...

do they own?

HOW...

big is the team?

-Growth: 1:8 -Scale: 1:6

WHERE...

do they focus?

-Subject area vs. channel

Do:

● Seek storytellers● Emphasize copyediting

Tip: Create a content charter.

Don’t:

● Prioritize creative writing ● Settle for substitutes

(Prioritize in-house writing staff, esp. B2B)

Building Your Dream Team: Who?

Maintaining Your Blog

Define:

● Purpose of your company blog● Audience (it’s ok if it’s not narrow )● Who will contribute, what that

process will look like ● The way that SEO will drive your

strategy ● How you’ll measure your results

Blog Tips● Stay sane with an editorial calendar ● Be a coach, not a drill sergeant ● Tell a story - use examples

whenever possible ● Link to the next piece of content ● Take your time!

Guide DevelopmentIdeation and Strategy

● Originally developed to answer the broadest questions our customers might have

● We’ve evolved to creating more specific content

● All of them are designed to be sales-focused and educational

Output

● Update the most-downloaded guides yearly

● Focus on content that can be repurposed

● Find topics that pique interest● Provide customers with related

content in follow-up emails

Tip: Have your Guide writer also write your

email copy

Guide Development

To gate or not to gate?

Nurture emails and voice consistency

Guide Challenges and Tips

● Guides and whitepapers don’t need to be novels● Appeal to the expertise of others● Don’t wait for contributors before moving on to the next piece● Acknowledge when something isn’t working● Don’t hesitate to ghostwrite

Creative/Multimedia Content

● How do you define multimedia content?● Multimedia ownership● Deciding on the best fit for your company

MultimediaStrategy

● Our evolution of multimedia content○ Webcast → SlideShare → Video → Podcast○ Gated → Ungated

● Versatility of different channels● Opportunity to stand out

3. Content Metrics

Content Metrics: It’s Tricky!

...but not that tricky!

● Commit to a clear set of goals from the start○ Start with small commitments and add more as you prove out

each

● Be patient, be methodical ● Don’t get caught up in committing too much

● Traffic● MQLs● Conversion● Engagement● SEO

● SEM savings● Amplification● Share of Voice● Retention

Blog Metrics: Don’t Be Vain

● Vanity vs. non-vanity blog metrics● Unique views over total views ● Measure short term, mid and long

term post strength● Track compounding posts ● SEO performance

More Meaningful Metrics

● Dive deeper into your measurement: engagement metrics

Tests and Tips

● Tests to try: banner images, (tasteful) pop ups, top 10 posts...● Tips:

○ Be consistent ○ Don’t be sensitive

Guide Optimization & Tracking

Most valuable metrics for guides:

● Total Monthly Downloads● Net-New Names● Marketing Qualified Leads● Traffic

Defining success:

● Lots of downloads are great, but it’s not everything

● Each metric tracked helps paint the picture of success

Guide Optimization & Tracking

What are the challenges/holes?

Attribution: Just because someone downloads a guide and creates an

account does NOT mean they created an account because of the guide.

What are the workarounds?

Digging into specific accounts: Take the time to look into the activity of accounts to learn more about their

journey from lead to paying customer.

Multimedia Metrics● After you’ve decided what you’ll pursue...

○ Brand awareness - searches, traffic, views, plays, social shares

○ Lead generation - number of form fills, marketing qualified leads

○ Conversions - lead to customer conversion, adoption of new service/product

○ Retention/growth - attendance, usage of product/services, reduced churn

Multimedia Tips

● Start with repurposing existing content to test● Offer a personal touch/show some personality● Imposter syndrome● Everyone started somewhere

4. Subject

Matter

Experts

Sources: stat #1, stat #2, stat #3, stat #4

Buy In Starts at the Top

● Establish a content-first mentality● Content should be a continual conversation● Make your team available

○ Set up editing office hours/coffee sessions○ Be communicative about turnarounds and

expectations—writing is personal!● Emphasize personal brand development● Don’t gamify content generation

Sources: stat #1, stat #2, stat #3, stat #4

Working with SMEs(Obstacles + Tips)

External Internal Industry

5. Colorado Examples

6. Takeaways

Takeaways

Get internal buy-in

Make content a conversation

Something is better than nothing, but quality is still king

Make a decision and stick with it

Keep the future in mind

Your content program starts and ends with your audience

Resources● Bit.ly.com/contentplaylist● Welcome to the Funnel: Proven Tactics to Turn Your Social and

Content Marketing Up to 11 ● Copyblogger blog● Contently blog: The Content Strategist● Content the King of Revenue ● Reports:

○ B2B Content Marketing: 2016 Benchmarks, Budgets, and Trends—North America○ Content Marketing Statistics: The Ultimate List

ToolsDistribution/scheduling: Multimedia:

Tracking:

7. Questions?

The team

Jillian WohlfarthDirector of Content

jillian@sendgrid.com

Kelsey BerniusContent Marketing Manager

kelsey.bernius@sendgrid.com

Warren DuffSr. Content Marketing Manager

warren.duff@sendgrid.com

Kate SchmeisserCreative Content Manager

kate@sendgrid.com