Heroes & Underdogs: How Content Marketing Levels the Playing Field

Carla Johnson Principal t: @CarlaJohnson

Content marketing is like sex in high school: Everyone says they’re doing it… but few really do it well.

Source: MarketingProfs

5,000 MESSAGES A DAY

CARLA JOHNSON :: Principal @CarlaJohnson

CONTENT MARKETING DOESN’T COMPETE WITH OTHER MARKETING

John Deere launched THE FURROW in 1895.

Today :

1.5M circulation

40 countries

12 languages

91% OF B2B MARKETERS USE CONTENT MARKETING

5% have a content marketing strategy Use an average of 12 different tactics Biggest increase from 2011 to 2012:

•  Research Reports •  Videos •  Mobile Content •  Virtual Conferences

MARKETERS

Social Media Impacts B2B Decision Makers Worldwide B2B decision makers who maintain a social network profile has increased significantly

60% of B2B decision makers use social media to help inform professional decisions

Decision makers are actively participating in a variety of ways:

o  Reviewing products & services

o  Posting in forums

TODAY’S CONVERSATION Business Objectives

Context

Measurement

BUSINESS OBJECTIVES

TYING CONTENT MARKETING TO  

Source:  The  Fornaise  Marke2ng  Group  

THE CEO/MARKETING DISCONNECT

of CEOs think marketers lack business credibility and aren’t the growth generators they should be 73%

69% of marketers feel their strategies do make an impact on the business, even if they can’t quantify or prove it.

90% Objective: Improve customer engagement and upsell

BUSINESS OBJECTIVES VS ACTIVITY

Web  Traffic  

30% Qualified  Leads  

2 min Average  Engagement   3RD PARTY

CONVERSIONS

CONTENT WITH CONTEXT

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou

Composite of characteristics of a group of people

Understand their perspective, fears, drivers and content needs:

Types of content

o  How they access it

o  What messages resonate with them o  What matters when in the buyer’s cycle

PERSONAS

Source: Managing Content Marketing

CONTENT MARKETING F U N N E L

WHO are you talking to?

WHEN in their decision-making process?

WHERE/HOW are they connecting with you?

WHAT do they want to know?

WHY do you matter to them?

5 W’S OF CONTENT

MEASUREMENT WITH MEANING

1.  Tie to your business objectives

2.  Know what’s important to measure

3.  Measure what drives the behavior you want

4.  Use metrics to make refinement

5.  Be OK with failure

MEASUREMENT GUIDELINES

Carla Johnson, Principal Type A Communications (720) 344-0987 carla@goTypeA.com www.goTypeA.com Type A Communications @carlajohnson