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Marketing With Content
Paul Gillin
Download this presentation at http://bit.ly/PGPOMA3
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Hot Prospects
Qualified Prospects
Suspects
New Clients
The Sales Funnel
Image Credit: Retail Sales Systems, LLC
Click to edit Master title styleFlipped…
Respond & Iterate
Invite Engagement
Listen
Go Where the People Are
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Source: Monitor
And Flattened
Click to edit Master title styleThe Changing Face Of Marketing
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2.7 billion per day
200 million per day
times information is shared through social channels each month
billion searches for information each month18
billion36
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“Companies that are highly effective communicators had 47% higher total returns to shareholders over the last five years compared with firms that are the least
effective communicators.”
Towers Watson 2009/2010 Communication ROI Study Report
Click to edit Master title styleThe Power of 245
The average Facebook member has 245 friends, who each receive notifications of their network’s Facebook activities
Click to edit Master title style2012 Content Marketing Spending Plans
Significantly increase11%
Increase49%
Remain the same28%
Decrease3%
Unsure9%
Source: Content Marketing Institute http://bit.ly/2012cmtrends
Click to edit Master title stylePreferred Content Marketing Tools
Microsites
Webcasts
White Papers
Videos
Live Events
Case Studies
eNewsletters
Blogs
Social media
Articles
31%
46%
51%
52%
56%
58%
63%
65%
74%
79%
Source: Content Marketing Institute http://bit.ly/2012cmtrends
Click to edit Master title styleLower Cost Per Lead
HubSpot 2011 State of Inbound Marketing Study
Click to edit Master title styleHubSpot Gives
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Click to edit Master title styleCreating Community
“I get more readers on American Express Open Forum that I do in any media outlet.”
Shel Israel, AuthorNaked Conversations and Twitterville
Click to edit Master title styleDemonstrate Authority
Today, you can take your message directly to your constituents without relying upon media intermediaries
And why would you not want to do that?
Click to edit Master title styleHow to Kick-Start Content Marketing
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Click to edit Master title styleDefine Objectives
What are your big goals? What are you planning to achieve?
Branding Thought leadership Lead generation Engagement Conversions Traffic
Who do you want to reach? What’s the best way to reach them? What actions do you want to create?
Click to edit Master title styleDevelop Content Strategy
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Content Know your audience!!
It’s not about you; it’s about them Align with brand and solutions Understand news vs. evergreen Determine where content will liveMarketing Plan integration with other channels
Paid, owned, earned Content marketing doesn’t compete with
channels; it fuels them Publishing frequency Keyword strategy: Reach customers at the moments
that most influence decisions
Click to edit Master title styleChoose Keywords That Are “Just Right”
• Don’t target keywords that are “too hot” (they multiple meanings or are poor matches for your site)
• Avoid keywords that are “too cold”—too few searchers look for them
• Use the language the searcher uses: An Italian tour operator targets “milano tours” but Americans say “milan tours”
• Walmart calls them “associates,” but everyone else calls them “employees.”
• A computer maker thinks “notebook” sounds classier than “laptop,” but customers don’t.
• Someone looking for “lodging” seeks something different than someone searching for “hotel.”
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Source: Mike Moran
Click to edit Master title stylePlanning is Essential
Tool Wk. 37 Wk. 38 Wk. 39 Wk. 40 Wk. 41
Blog Topic Topic Topic Topic Topic
Newsletter Topic
Video Topic
White Paper
Topic
Webcast Topic Topic
Podcast Topic Topic
Chat Topic Topic
Press Release
Topic Topic Topic
Color coding denotes responsible departments/people
Click to edit Master title styleStagger Activities
White Paper Promotion Timeline
Task Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Home page link
E-mail newsletter
E-mail blast
Blog promotion
Twitter messaging
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Source: HubSpot 2011 State of Inbound Marketing StudyTwitter: @pgillin
Frequency Counts
Click to edit Master title styleEnsure Quality
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Content producer recruitment, management and training
Editorial and approval process Writing guidelines SEO standards
Search rankings are key Keyword recommendations
Click to edit Master title styleRecruit and Manage Writers
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Experts, enthusiasts, influencers Recruitment plan for quality writers and
influencers Engagement model: ability to pay for
performance Writer tools and dashboard for managing
assignments: for content at scale Writer payments and support
Click to edit Master title styleCross Promote: POE
PAID
Display Ads SEM Sponsorships
content OWNED
Web Site Mobile Site Blog Twitter Account
EARNED WOM Buzz Viral
Click to edit Master title stylePublish Everywhere
850 million members
250 million members
60 million monthly visitors
130 million members
2 million members
Click to edit Master title styleSocial Networks Have Personalities
=
=
=
Click to edit Master title styleSpeak the Audience’s Language
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Who’s primarily responsible for finding and implementing CRM in your organization?
How to #fail at #CRM – The most common mistakes to avoid. http://bit.ly/McJoBs
This article says IT is often the group charged with buying and implementing CRM. Is that the right way to go about it?
Take our poll: Who should “own” CRM? Sales…Marketing…IT…Customer Care…
Click to edit Master title styleIt’s Personal
Bill Hill, Microsoft
Click to edit Master title styleVideo Never Dies - Cisco on YouTube
Click to edit Master title styleNew Life For Old PowerPoints
Click to edit Master title styleEven Spreadsheets
Click to edit Master title styleMeasure, Learn and Optimize
Measure Content performance Keyword performance Social performance Site performance
Learn Reporting Weekly meetings
Optimize Immediate Over time
Click to edit Master title styleLook for Impact
