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How to Jumpstart Your Content Marketing Program in 90 Days

Dayna Rothman, Director of Content and Inbound at EverString and author of Lead Generation for Dummies@dayroth

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Who am I?• Director of Content and Inbound

@ EverString• Ran content marketing @

Marketo• Author of Lead Generation for

Dummies• Author of numerous Lynda.com

courses: Content Fundamentals, Blogging for Business, Content Marketing: Staying Relevant, Creating Visual Presentations

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As a content marketer you are constantly getting asked for more content.

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And EverString’s content? Well…you get the idea.

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But First, Where Did EverString Start?

EverString Website: April 2015 EverString Website: August 2015

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EverString Website Today

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We Need Content, and We Need it Now

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• Write your first blog• Start your first big ebook• Consider doing a visual content asset

It’s OK if you are still learning or if you don’t have a plan yet. Production is your number one priority.

Start Writing

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Repurpose and Reuse Look for:

Old content Blog posts Customer success

content Sales content

Repurpose and reuse

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Launch an internal blogging program: Design a program Incentivize contribution (and make it

easy) Evangelize and train Add to onboarding Choose team ambassadors

Gather the Troops

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Call for Guest Bloggers Create a guest blogging

program Incentivize guest

bloggers Create blog guidelines Promote program

through social Promote program via

email Get creative!

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You Can’t Build a Great Building on a Weak Foundation

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Launch Your Resources Section

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To Build or Not to Build?Design Your Own Resources Section If:• You have resources• You have budget• You have time• You need a highly scalable

solution that allows for future customization

• You need complex scale

Implement a Plug-And-Play Solution If:• You don’t have resources• You don’t have a large

budget• You need to go-live ASAP• You don’t have a lot of

content• You need flexibility

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Why? We needed our resources center live ASAP—2 week go-

live We didn’t have development resources or a large budget We didn’t have a lot of content to start with We needed easy Marketo form integration We needed easy social sharing

We Chose Plug-and-Play

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The EverString Resources Center

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Resource Center Doubles as ABM and Sales Hub

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Provides: Visibility Collaboration Workflow management Bottleneck detection Dependencies and timelines Workflow and team reporting Time tracking

Project Management is King for Content

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Everyone Loves a Gant Chart!

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Predictive Insights Know who

your buyers are

Know what they respond to

Know what converts for your business

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Competitive Tracking Who’s doing what? Content benchmarking Content ideas Industry tracking Channel tracking

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Plan For Today and For Tomorrow

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Try Interactive Case Studies and Content

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Advocate for Employee Advocacy

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SEO Health Check—Stat! Technical audit Content audit Set keyword priorities and

ranking benchmarks Create your keyword map Implement easy fixes Beef-up thin site content Plan power-content

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If a Tree Falls in a Forest and No One is Around to Hear it, Does it Make a

Sound?

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You need to promote and amplify your content to see real results.

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And you need a multi-channel approach to be successful.

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Slice and Dice Your Content

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Promote in Prime Spots on Your Website

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Include in Your Blog

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Promote Your Content on Social

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Engage with Paid and Database Emails

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Drive Conversions with Paid Ads

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Open the Door with Direct Mail

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Constantly Measure and Optimize

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Contrary to popular belief—content measurement is not a unicorn.

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What Should You Track? Early Stage Metrics

Website traffic and referrals Social sharing

Mid and Late Stage Metrics Content downloads Opportunity generation Revenue

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Design Content to be Measureable

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Measure Gated and Non-Gated Assets

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Measure with a Content Score

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Content Contribution Overall

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First Touch and Multi-Touch Attribution

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If You Don’t Have a Tool, SFDC Does the Trick

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Thank You!Questions?

dayna@everstring.com @dayroth