Got Budget? How to Leverage Content Creation for Success

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Got Budget? How to Leverage Lean Content Creation for

SuccessDayna Rothman

Content Marketing Manager, Marketo

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Content isn’t Just Whitepapers. • Blog posts

• Videos• Podcasts• SlideShare Presentations • Infographics• Moving Infographics• Activity Books/Worksheets • Articles

Getting started. Look to your Blog.

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Why your blog?• Most companies have a blog• Short-form content • Blogs are easier to create when you don’t have time, resources,

budget

Blogs are a wealth of content at your fingertips to get started…

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Repurpose Blogs Blog to Ebook

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Guest Bloggers• Diversify your voice and bring additional expertise• Be picky• Create guest blogging guidelines• Connect with bloggers through social channels • Set clear guest blogging goals

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Guest Blog to ebook!

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Internal BloggingHow do you get the thought leaders in your company to create content?• Stakeholder /executive support• Grass roots evangelism• Training• Incentive programs• Create a splash!

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Internal Blogs to ebook!

Create a big rock. Slice and dice.

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Repurpose Content

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Repurpose “Big Rock” ContentDefinitive Guide to MA:

Webinars:

Ebooks:

Infographics:

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Videos:

Blogs:

Always repurpose.

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Webinar to an Ebook.

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Webinar to a Slide Deck

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Infographic to Slide Deck

Redesign is the new black.

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Old Resources Look New AgainBefore After

Getting it done.

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Leverage Internal Subject Matter Experts

• Your SMEs hold the key to thought leadership• They don’t always have time or the skills to write• Set up time for a brain dump• Record, take notes, write

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Don’t be Afraid to Work with Vetted Writers

• Copywriters• Contract writers • Agencies• Services such as scripted.com and contently.com

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Partners are Awesome• Valued partners provide expertise• Co-branding• Co-promotion• Solidify and improve partner relations

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And so are Influencers• Influencers know your space• Helps build and maintain relationships • Get more link juice and social promotion

Visual is better.

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Visual Content Rules on Social

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Print vs. Visual Asset

VS.

13,000 Views 339,000 Views

Promotion is critical.

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The AssetThe Definitive Guide to Social Marketing: 111,000 Views

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Webinars• Webinar 1: The Definitive Guide to Social Marketing

– Registrants: 2,775 Attendees: 588– Recorded Asset: 14,000 Views

• Webinar 2: The ROI of Social Marketing– Registrants: 2,289 Attendees: 568– Recorded Asset: 3,000 Views

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Be Everywhere

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On Your Website

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On Your Blog

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Email Promotions• Rolling Launch: 4 Email Blasts to Database

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Social Promotions• Facebook Tab: 10,854 Views, 2,680 Form Fill-outs• Facebook Ads: 2620 Downloads• Twitter Ads: 1,430 views, 31 Form Fill-outs • SlideShare: 7,641 views, 312 Downloads

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Visual Content for Social

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Social Referral Campaign

Always leverage content in lead nurturing.

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Lead Nurturing Relevance 1. Buying Stages2. Persona3. Interest/Industry/Location4. Dynamic Content

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Lead Nurture Example 1: Buying Stage Track

• Email 1: Tactical Social Media Plan (educational)• Email 2: Creating Content that Sells (educational)• Email 3: Definitive Guide to Marketing Automation (soft promotion)• Email 4: Definitive Guide to Lead Nurturing (soft promotion)• Email 5: Marketing Automation Buyers Guide (soft promotion)• Email 6: Case Study 1 (hard promotion)• Email 7: Case Study 2 (hard promotion)• Email 8: Demo Offer (hard promotion)

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Lead Nurture Example 2: Interest Based (Email Marketing)

• Email 1: 10 Tips for Successful Email Marketing (educational)• Email 2: Beyond B2B Email Marketing (educational)• Email 3: Graduating from Email Marketing to Marketing Automation (soft

promotion)• Email 4: The Definitive Guide to Marketing Automation (soft promotion)• Email 5: Internal Selling PPT Template for Marketing Automation (soft

promotion)• Email 6: Email Marketing Case Study (hard promotion)• Email 7: Demo Offer (hard promotion)

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Q&ADayna Rothman: drothman@marketo.com@dayroth