Upload
projectmanagementbbp
View
198
Download
2
Embed Size (px)
DESCRIPTION
We have entered the age of content, context, and the customer experience. Audiences crave knowledge, answers, and entertainment, while marketers strive to provide remarkable brand experiences that capture the hearts and minds of their prospects and customers. Leading brands have become storytellers, but content creation and distribution is not enough. Marketers must go beyond brand storytelling to deliver personalized, highly relevant communications across all channels, and connect their actions to marketing goals including subscribers, reach, website visitors, leads, sales and customer retention.
Citation preview
10 Steps to Becoming a Performance-‐Driven Content Marketer
presented by paul roetzer (@paulroetzer)
CEO | PR 20/20
20 November 2014
go beyond storytelling great content answers quesHons, inspires, and mo/vates audiences to take ac/on
@paulroetzer www.pr2020.com
1) align expecta/ons and poten/al.
@paulroetzer www.pr2020.com
generate leads86%
85% convert sales
build brand46%
51% increase loyalty
brand
leads
sales
loyalty
Source: PR 20/20’s 2014 Marke5ng Score Report
high-‐priority goals
@paulroetzer www.pr2020.com
2) commit to core strength.
@paulroetzer www.pr2020.com
content markeHng
build editorial strategies. develop and acHvate distribu/on plans. create effecHve copywri/ng that is buyer-‐persona focused, opHmized, technically sound and results driven. tell your brand story. integrate content into social, search, PR, lead nurturing and customer loyalty strategies.
@paulroetzer www.pr2020.com
data analysis
!
idenHfy top KPIs, and report the metrics that maTer.
turn data into ac/onable intelligence. uncover anomalies, trends and opportuni/es. adjust strategies based on data, in real-‐Hme. He acHviHes to performance and boTom-‐line results.
@paulroetzer www.pr2020.com
6 classes, 43 categories, 947 companies
3) integrate at all costs.
@paulroetzer www.pr2020.com
Subscribers, fans, followers, leads, and customers choose when and where to interact with your brand.
They do not differen/ate between markeHng departments and channels.
@paulroetzer www.pr2020.com
analyHcs automaHon coding CONTENT digital ads email mobile public relaHons search social tech websource: Altimeter’s The Converged Media Imperative
the new marke/ng mix
@paulroetzer www.pr2020.com
4) take a full-‐funnel approach.
@paulroetzer www.pr2020.com
sample KPIs
website traffic social reach subscribers
lead volume lead quality score
lead-‐to-‐sale conversion rates cost of customer acquisi/on (COCA)
customer life/me value (CLV) customer reten/on rates recurring revenue
brand
leads
sales
loyalty
@paulroetzer www.pr2020.com
hUp://bit.ly/performance-‐pack
hUp://bit.ly/performance-‐pack
10x increase in
monthly web traffic
13% overall landing page conversion rate
hTp://www.hubspot.com/customers/colt-‐internaHonal
5) balance builders and drivers.
@paulroetzer www.pr2020.com
blogging martech stack media relaHons search engine opHmizaHon social engagement website
builders are recurring campaigns designed to create and expand assets
@paulroetzer www.pr2020.com
lead nurturing original research reports persona-‐based lead gen referrals retargeHng ads website conversion opHmizaHon
image: Pedro Moura Pinheiro
drivers are campaigns designed to capitalize on exisHng assets to accelerate success
@paulroetzer www.pr2020.com
1,200+ online leads
250+ markeHng qualified leads
100+ kitchens solds
a[er 8 months
6) personalize the customer journey.
@paulroetzer www.pr2020.com
the customer journey is personal and in perpetual mo/on
@paulroetzer www.pr2020.com
Define FoundaHon Projects
blog posts podcasts website video email
webinars mobile apps
tailored markeHng through a deep understanding of buyer persona needs + the ability to deliver personalized messages
Image: HubSpot
we have entered the age content, context and the customer experience
@paulroetzer www.pr2020.com
7) measure everything.
@paulroetzer www.pr2020.com
data > intelligence > acHon > outcomes
@paulroetzer www.pr2020.com
markeHng dashboards that report ac/vi/es rather than business outcomes
are a major cause of the disconnect between marketers and the C-‐suite.
!
source: ITSMA, VisionEdge and Forrester
@paulroetzer www.pr2020.com
Source: HubSpot
keep score of what maTers
@paulroetzer www.pr2020.com
8) embrace agility.
@paulroetzer www.pr2020.com
@paulroetzer www.pr2020.com
always be activating
@paulroetzer www.pr2020.com
9) be remarkable and different.
@paulroetzer www.pr2020.com
Define FoundaHon Projects
create more value, for more people, more o`en, so when it’s Hme to choose,
they choose you
new marketing imperative
10) move your markeHng forward.
@paulroetzer www.pr2020.com
“78 % of execuHves and managers indicated that digital transformaHon will be criHcal to their organizaHons within the next two years, yet 63% felt the pace of change in their organiza/ons was too slow. The most frequently cited
obstacle was “lack of urgency.”
—MIT Sloan Management Review and Capgemini ConsulHng
@paulroetzer www.pr2020.com
success is one of the greatest impediments to progress
@paulroetzer www.pr2020.com
a case study in performance-‐driven content markeHng
@paulroetzer www.pr2020.com
The organizaHon sought to infuse its sales pipeline with new leads, segment and priori/ze its exisHng lead database of 10,000+ contacts, drive short-‐term sales conversions through its web store, and idenHfy larger-‐scale enterprise sales opportuni/es.
@paulroetzer www.pr2020.com
@paulroetzer www.pr2020.com
• integrated strategy • database segmentaHon • lead-‐scoring system • survey • premium content assets • landing page • smart lead forms • a/b tesHng (email and landing page) • social sharing • email workflows • sales integraHon • website CTAs • media pitches • analyHcs
@paulroetzer www.pr2020.com
• 1,980+ survey responses • 2,470+ ebook downloads • 1,720+ new contacts • 2,490+ web store leads • 1,170+ enterprise sale opportuni/es
@paulroetzer www.pr2020.com
1) align expecta/ons and poten/al. 2) commit to core strength. 3) integrate at all costs. 4) take a full-‐funnel approach. 5) balance builders and drivers. 6) personalize the customer journey. 7) measure everything. 8) embrace agility. 9) be remarkable and different. 10)move your markeHng forward.
http://performance.pr2020.com
paul roetzer, @paulroetzer !CEO | PR 20/20 author | The Marke5ng Performance Blueprint (Wiley, 2014) & The Marke5ng Agency Blueprint (Wiley, 2012) creator | MarkeHng Score & MarkeHng Agency Insider
www.pr2020.com