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© 2012 Marketo, Inc. Marketo Proprietary and Confidential Content Marketing Be Relevant, Targeted & Metrics Driven

Content Marketing: Be Relevant, Targeted & Metrics Driven

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Content Marketing is the hot topic for 2012. If you attend any marketing conference, there will be a range of sessions discussing the merits of content marketing for your business. The truth is, if your content marketing strategy doesn't deliver on key business metrics, it's near impossible to get proper buy in from your higher ups. This presentation will take you through some key takeaways to make sure you implement a content marketing strategy that attracts traffic into your site, and have these convert into proper business metrics.

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Page 1: Content Marketing: Be Relevant, Targeted & Metrics Driven

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Content MarketingBe Relevant, Targeted & Metrics Driven

Page 2: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 2© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Kieran Flanagan

Online Marketing Manager (EMEA) – Marketo

[email protected]@searchbrat

- You’ll get this deck in an Email- Will be on Slideshare

Page 3: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential

A B2B Content Marketing Story

Page 4: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Your CEO/MD/Director asks

We need more quality leads

Page 5: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Panic Stations !!

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Page 6© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Oh Let’s do Content Marketing

Page 7: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential

We will start a blog for sweet SEO traffic

Page 8: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 8© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Get the Formula for Funny Graphics

Page 9: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 9© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Add CTA’s to Grab Names

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Page 10© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Shout about it on Social

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Page 11© 2012 Marketo, Inc. Marketo Proprietary and Confidential

We Start to see Increase in Traffic

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Page 12© 2012 Marketo, Inc. Marketo Proprietary and Confidential

The Sales Team Look Busier

Page 13: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 13© 2012 Marketo, Inc. Marketo Proprietary and Confidential

But it has very little impact on bottom line

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Page 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential

I Need More Resources

Page 15: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 15© 2012 Marketo, Inc. Marketo Proprietary and Confidential

You’re told to go back and buy leads

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Page 16© 2012 Marketo, Inc. Marketo Proprietary and Confidential

1. Be Interesting.

2. Tell Everyone.

3. I worked my a** off.

Page 17: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 17© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Be Interesting?

Page 18: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Be Interesting

Be Relevant

Page 19: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 19© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Who areYour

audience?

Page 20: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Page 21: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 21© 2012 Marketo, Inc. Marketo Proprietary and Confidential

We guess a lot of this …

Page 22: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 22© 2012 Marketo, Inc. Marketo Proprietary and Confidential

But now we can validate with

data

Page 23: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 23© 2012 Marketo, Inc. Marketo Proprietary and Confidential

The Tale of Two Personas

Bob Jane

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Page 24© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Know your target

Bob Jane

Targ

et Needs advanced email capabilities. Needs to generate more sales ready leads.

Page 25: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 25© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Some people won’t convert

Bob Jane

Not

Targ

etLooking for a ESP replacement

Page 26: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 26© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Bob JonesBob is the current Marketing Director ofcompany X. He is 43 and responsible for ….

Bob manages the whole marketing team and is looking to improve the performance of all ….

Increase leads by X%Increase leads by opp convrate by X%

Who is your Content for?

Page 27: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 27© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Leads

Know your Funnel Warning:Illustration Purposes

Only

Page 28: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 28© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Leads

Know your Funnel

Opps

Warning:Illustration Purposes

Only

Page 29: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 29© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Leads

Know your Funnel

Opps?

Warning:Illustration Purposes

Only

Page 30: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 30© 2012 Marketo, Inc. Marketo Proprietary and Confidential

What are they reading TOFU

Go Data Diving, it’s a lot of fun

Page 31: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 31© 2012 Marketo, Inc. Marketo Proprietary and Confidential

What are they Downloading

Think about Buying stages

Page 32: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 32© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Enhance your Analytics

Page 33: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 33© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Ask your audience

Page 34: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 34© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Test Message on Social

Page 35: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 35© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Costly

,

Low C

TRTest Message on Social

Page 36: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 36© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Costly

,

Low C

TR

B2B ?

Test Message on Social

Page 37: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 37© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Lots of Places to get Data

Page 38: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 38© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Add to a Structured Process

Page 39: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 39© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Be Relevant Through the Funnel

Page 40: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 40© 2012 Marketo, Inc. Marketo Proprietary and Confidential

1. Know Who You’re Attracting.

2. Know Why They’ll Convert.

Page 41: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 41© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Tell Everyone?

Page 42: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 42© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Tell Everyone

Get Targeted

Page 43: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 43© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Who areYour

Influencers?

Page 44: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 44© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Page 45: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 45© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Don’t Beg … Do Help

Page 46: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 46© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Make them part of the process

Page 47: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 47© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Make them part of your Landing PagesPAGE A PAGE B

Page 48: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 48© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Make them part of your Landing Pages

Don’t forget to test

PAGE A PAGE B

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Page 49© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Make them part of your Landing Pages

Don’t forget to test

+ 45%

PAGE A PAGE B

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Page 50© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Not Everyone will say YES

Page 51: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 51© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Your Pitch is Really Important

Page 52: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 52© 2012 Marketo, Inc. Marketo Proprietary and Confidential

But so is your Brand

Page 53: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 53© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Who InfluencesYour

Influencers?

Page 54: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 54© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Hat Tip – Richard Baxter

Seogadget.com@richardbaxter

http://slidesha.re/SvF8yb

Page 55: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 55© 2012 Marketo, Inc. Marketo Proprietary and Confidential

FollowerWonk – Twitter Search

Page 56: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 56© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Look at the Intersection

Page 57: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 57© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Who are the influencers here?

The kind of influencer we are trying to reach

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Page 58© 2012 Marketo, Inc. Marketo Proprietary and Confidential

What are they sharing? (TweetArchivist)

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Page 59© 2012 Marketo, Inc. Marketo Proprietary and Confidential

How do I get my content here?

bird

dog.

co.u

k

Pics

.Lock

erz.co

m

slide

shar

e.ne

t

huffi

ngto

npos

t.co.

uk

infle

xion

-poi

nt.co

m

Nikep

lus.n

ike.

com

velo

cityp

artn

ers.c

o.uk

yout

ube.

com

B2Bm

arke

ting.

net

bdb.

co.u

k

cont

entm

arke

tingi

nstit

ue.co

m

inbo

undm

arke

ting.

co.u

k

OnSta

rtups

.com

Orig.Li

feha

cker

.com

Sear

chEn

gine

Wat

ch.com

Socia

lMed

iato

day.

com

Stev

ebla

nk.com

Uk.m

oo.com

Wat

ertig

htm

arke

ting.

com

wired.

com

zdne

t.com

dyne

ema3

60.co

m

0

1

2

3

4

5

6

7

8

9

10

Page 60: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 60© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Follow SEO’s – They’re Smart

They understand that relationships + great content + social are going to drive big results in Google.

Page 61: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 61© 2012 Marketo, Inc. Marketo Proprietary and Confidential

1. Relationships matter a Lot.

2. Great content in the right places matters a Lot

Page 62: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 62© 2012 Marketo, Inc. Marketo Proprietary and Confidential

I worked my a** off?

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Page 63© 2012 Marketo, Inc. Marketo Proprietary and Confidential

I work my a** off

+

Metrics First

Page 64: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 64© 2012 Marketo, Inc. Marketo Proprietary and Confidential

What are you Measuring?

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Page 65© 2012 Marketo, Inc. Marketo Proprietary and Confidential

How is your TOFU performing?

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Page 66© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Does my content suck?

Initial Impression ?

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Page 67© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Does it drive Consumption/Engagement?Initial Impression ?

Consumption &“Engagement”

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Page 68© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Is it generating business goals?

Initial Impression ?Consumption &“Engagement” Outcomes

Page 69: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 69© 2012 Marketo, Inc. Marketo Proprietary and Confidential

What Content are they Downloading?

Measure Form Fills

Page 70: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 70© 2012 Marketo, Inc. Marketo Proprietary and Confidential

GA Event Tracking + Advanced Segments

All Content downloaded from Inbound Channels

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Page 71© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Multi Content Channels - GA

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Page 72© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Value of Topics by NameWarning:

Illustration Purposes Only

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Page 73© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Value of Topics by Pipe (First Touch)Warning:

Illustration Purposes Only

Page 74: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 74© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Value of Topics by Pipe (Multi Touch)Warning:

Illustration Purposes Only

Page 75: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 75© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Know the value of your core CTA’s

Page 76: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 76© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Know the value of your core CTA’s

$102

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Page 77© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Know the value of your core CTA’s

$102

$644

Page 78: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 78© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Know the value of your core CTA’s

$102

$644

$965

Page 79: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 79© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Content Dashboards are Awesome

Page 80: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 80© 2012 Marketo, Inc. Marketo Proprietary and Confidential

1. Measure Content through the Funnel.

2. Need to have visibility on ROI.

Page 81: Content Marketing: Be Relevant, Targeted & Metrics Driven

Page 81© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Follow me on Twitter (or the Cat Get’s It)

@searchbrat

Questions ?