Landscape Assessment

The Plan

Next steps

Today’s  Agenda

Traditional marketing and advertising is tellingthe  world  you’re  a  rock star. Content Marketing is showing the world that you are one.Robert Rose

Landscape Assessment

External vs. Internal Components

What is Content Marketing?

Purpose: Create and curating relevant and valuable content.

Focusing on owning media, not renting it.

Benefits of Content Marketing

• Brand awareness

• Customer acquisition

• Lead generation

• Customer retention and loyalty

Content Curation

ADPContent Marketing

Campaign

Results:

• White papers & diagnostic assessment tool

• Over $1M in new sales

• Deals closed in first 3 months.

http://www.toprankblog.com/2013/05/11-examples-killer-b2b-content-marketing/

Case Study

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Creation Vs. Curation

• 10%

• 90%

2015 Target:

40%

Extending Content

Whitepaper Blog Post Video/Podcast

Social Media E-mail

Case Study

Billhighway’s Association Content Marketing Plan

Our Association People

2,423 mailable association contacts

Finance IT Executive Director Membership Management

An additional15% association contacts are being added to Salesforce weekly through the end of April

Goals and Objectives

Primary: Position Billhighway as the thought leader most capable of transforming back-office operations for high impact associations

Secondary: Showcase our internal subject matter experts as thought leaders in the association ecosystem

40% of all content will be based on internal POVs, 60% external Generate 10% more leads from each whitepaper created Increase topics representing our core competencies to 75% Increase open rates from 14.35% to 17% Increase click-thru rates from <1% to 2%

Content Types

True North

West EastDATAIntegrity, security,

management, reporting

South

TECHNOLOGYSoftware, cloud-

based, SAAS, security

FINANCEPayment

transactions, cash management,

reporting

AUTOMATION AND INTEGRATION

Publishing and Promoting

Next StepsNext Steps

Immediate Actions

Blog posts represent email content

ASAE  Writer’s  Resource  Pool Significant new content

development aligned to new topics

National Benchmark Studies Internal SME expansion SnapApp launch

Measuring and Maintaining

Short-term Goal Tracking Methods Mid-and-Long-Term Goal Tracking Methods

Build brand awareness, educate, entertain, and engage.

Traffic Views and downloads Links Social Shares (FB

share, Twitter retweet, Pinterest re-pin)

Social Engagement (comments, likes, mentions)

Followers gained on social

Measure the effects of content on new interest and revenue

Lead generation Pipeline and

opportunity Revenue allocation Sales use

Outside Partners

SnapAppContent

DevelopmentGraphic Design

Content Marketing Institute

Curata

Appendix

Content Marketing Institute Curata ASAE Center Content to Conversion Conference CMWorld 2015