10 Steps to Becoming a Performance-Driven Content Marketer
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Transcript of 10 Steps to Becoming a Performance-Driven Content Marketer
10 Steps to Becoming a Performance-‐Driven Content Marketer
presented by paul roetzer (@paulroetzer)
CEO | PR 20/20
20 November 2014
go beyond storytelling great content answers quesHons, inspires, and mo/vates audiences to take ac/on
@paulroetzer www.pr2020.com
1) align expecta/ons and poten/al.
@paulroetzer www.pr2020.com
generate leads86%
85% convert sales
build brand46%
51% increase loyalty
brand
leads
sales
loyalty
Source: PR 20/20’s 2014 Marke5ng Score Report
high-‐priority goals
@paulroetzer www.pr2020.com
2) commit to core strength.
@paulroetzer www.pr2020.com
content markeHng
build editorial strategies. develop and acHvate distribu/on plans. create effecHve copywri/ng that is buyer-‐persona focused, opHmized, technically sound and results driven. tell your brand story. integrate content into social, search, PR, lead nurturing and customer loyalty strategies.
@paulroetzer www.pr2020.com
data analysis
!
idenHfy top KPIs, and report the metrics that maTer.
turn data into ac/onable intelligence. uncover anomalies, trends and opportuni/es. adjust strategies based on data, in real-‐Hme. He acHviHes to performance and boTom-‐line results.
@paulroetzer www.pr2020.com
6 classes, 43 categories, 947 companies
3) integrate at all costs.
@paulroetzer www.pr2020.com
Subscribers, fans, followers, leads, and customers choose when and where to interact with your brand.
They do not differen/ate between markeHng departments and channels.
@paulroetzer www.pr2020.com
analyHcs automaHon coding CONTENT digital ads email mobile public relaHons search social tech websource: Altimeter’s The Converged Media Imperative
the new marke/ng mix
@paulroetzer www.pr2020.com
4) take a full-‐funnel approach.
@paulroetzer www.pr2020.com
sample KPIs
website traffic social reach subscribers
lead volume lead quality score
lead-‐to-‐sale conversion rates cost of customer acquisi/on (COCA)
customer life/me value (CLV) customer reten/on rates recurring revenue
brand
leads
sales
loyalty
@paulroetzer www.pr2020.com
hUp://bit.ly/performance-‐pack
hUp://bit.ly/performance-‐pack
10x increase in
monthly web traffic
13% overall landing page conversion rate
hTp://www.hubspot.com/customers/colt-‐internaHonal
5) balance builders and drivers.
@paulroetzer www.pr2020.com
blogging martech stack media relaHons search engine opHmizaHon social engagement website
builders are recurring campaigns designed to create and expand assets
@paulroetzer www.pr2020.com
lead nurturing original research reports persona-‐based lead gen referrals retargeHng ads website conversion opHmizaHon
image: Pedro Moura Pinheiro
drivers are campaigns designed to capitalize on exisHng assets to accelerate success
@paulroetzer www.pr2020.com
1,200+ online leads
250+ markeHng qualified leads
100+ kitchens solds
a[er 8 months
6) personalize the customer journey.
@paulroetzer www.pr2020.com
the customer journey is personal and in perpetual mo/on
@paulroetzer www.pr2020.com
Define FoundaHon Projects
blog posts podcasts website video email
webinars mobile apps
tailored markeHng through a deep understanding of buyer persona needs + the ability to deliver personalized messages
Image: HubSpot
we have entered the age content, context and the customer experience
@paulroetzer www.pr2020.com
7) measure everything.
@paulroetzer www.pr2020.com
data > intelligence > acHon > outcomes
@paulroetzer www.pr2020.com
markeHng dashboards that report ac/vi/es rather than business outcomes
are a major cause of the disconnect between marketers and the C-‐suite.
!
source: ITSMA, VisionEdge and Forrester
@paulroetzer www.pr2020.com
Source: HubSpot
keep score of what maTers
@paulroetzer www.pr2020.com
8) embrace agility.
@paulroetzer www.pr2020.com
@paulroetzer www.pr2020.com
always be activating
@paulroetzer www.pr2020.com
9) be remarkable and different.
@paulroetzer www.pr2020.com
Define FoundaHon Projects
create more value, for more people, more o`en, so when it’s Hme to choose,
they choose you
new marketing imperative
10) move your markeHng forward.
@paulroetzer www.pr2020.com
“78 % of execuHves and managers indicated that digital transformaHon will be criHcal to their organizaHons within the next two years, yet 63% felt the pace of change in their organiza/ons was too slow. The most frequently cited
obstacle was “lack of urgency.”
—MIT Sloan Management Review and Capgemini ConsulHng
@paulroetzer www.pr2020.com
success is one of the greatest impediments to progress
@paulroetzer www.pr2020.com
a case study in performance-‐driven content markeHng
@paulroetzer www.pr2020.com
The organizaHon sought to infuse its sales pipeline with new leads, segment and priori/ze its exisHng lead database of 10,000+ contacts, drive short-‐term sales conversions through its web store, and idenHfy larger-‐scale enterprise sales opportuni/es.
@paulroetzer www.pr2020.com
@paulroetzer www.pr2020.com
• integrated strategy • database segmentaHon • lead-‐scoring system • survey • premium content assets • landing page • smart lead forms • a/b tesHng (email and landing page) • social sharing • email workflows • sales integraHon • website CTAs • media pitches • analyHcs
@paulroetzer www.pr2020.com
• 1,980+ survey responses • 2,470+ ebook downloads • 1,720+ new contacts • 2,490+ web store leads • 1,170+ enterprise sale opportuni/es
@paulroetzer www.pr2020.com
1) align expecta/ons and poten/al. 2) commit to core strength. 3) integrate at all costs. 4) take a full-‐funnel approach. 5) balance builders and drivers. 6) personalize the customer journey. 7) measure everything. 8) embrace agility. 9) be remarkable and different. 10)move your markeHng forward.
http://performance.pr2020.com
paul roetzer, @paulroetzer !CEO | PR 20/20 author | The Marke5ng Performance Blueprint (Wiley, 2014) & The Marke5ng Agency Blueprint (Wiley, 2012) creator | MarkeHng Score & MarkeHng Agency Insider
www.pr2020.com