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Transforming the Content Standard

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Patricia Travaline@TravwinChief Marketing OfficerSkyword Inc.

Ted Karczewski@TeddyHKManaging Editor of the Content StandardSkyword Inc.

Adam Vavrek@AVavrekDirector of Marketing OperationsSkyword Inc.

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Questions

Type your question here

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What Is Transformation?Mind set • Technology • Structure

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The Results

• 162% increase in pageviews • 207% increase in average

monthly page views • 960.54% subscriber growth • 647.24% ROI

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Our story

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The Marketing Team

CMODirector,

Digital Marketing

Marketing Events

Manager

Content/PR Evangelist

Content Marketing Manager

Content Marketing Specialist

Director, Product

Marketing

Director, Marketing Operation

s

Demand Generation Specialist

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The Content TeamManaging Editor

(Content Manager)

Site Operations (Director, Digital)

Publisher (CMO)

Editor (Content Marketing Specialist)

Distribution (Content/PR Evangelist)

Community Manager

Analyst (Director, Marketing

Operations)

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Editorial Planning

DataSkyword

Analytics + Google

Analytics

Social Listening

Tools

Reader Surveys

Writer Development

Beat Development

Feedback Loop Pitch Process

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Idea to Published Story

Pitch Day

Monthly Editorial Review

Assignments to Skyword

Weekly TCS MeetingsEditorial Process

Publish to the Content Standard

Analyze performance

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How We Make This Work: Comments

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How We Make This Work: Discussions

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How We Make This Work: Analytics

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What’s Next for the Content Standard?

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Building audience

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Subscriptions to The Content Standard

25% from email marketing or a checkbox on forms

75% from a pop-up widget while on article

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Append Data to Subscribers Records in Salesforce

Before After

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Subscriptions on ArticlesArticle New Subscribers

6 Content Marketing Trends to Help Plan your 2016 Budget 112

How to Explain Content Marketing to Non-Content People 28

Under the Influence a New Perspective on Social Marketing 28

Trend No 2: What Brands Need to Know About Interactive Storytelling for 2016 23

5 Brands With Highly Successful Instagram Marketing Strategies 18

Zombie Grammar Rules How to Handle the Walking Dead of Content Creation 14

4 Content Marketing Industry Trends Unfolding in 2015 14

Why Brands Fall in Love with Video Marketing 11

Content Creation Basics Be Concise 11

As Social Video Evolves Facebook and YouTube Will be Forced to Adapt 11

Viewership for How to Video Content is on the Rise According to Google 10

The SaaS-y Marketing Leaders 8-Step Checklist for Content Marketing 10

No 1 Trend: How to Develop a Content Promotion Strategy for 2016 10

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Additional Website ROI Metrics from Marketo

January 2016 Stats

Leads that viewed at least 1 page on TCS 1,222

Leads that viewed 2+ pages on TCS 879

Most TCS subscriptions from an article 22

Marketing-sourced Opportunities that viewed at least 1 article on TCS 63%

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Nurturing audience

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Lead Nurturing Strategy

Goal of nurturing• Move audience closer to the business through targeted

messaging

How we do this• Send personalized emails to increase leads’ score• Provide supplemental content based on lead's past consumption• Send weekly newsletters to TCS subscribers

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1

2

Lead Nurturing Example 1: Global eBook

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Leads qualify for an engagement nurture when their Lead Score reaches 50

10% of leads replied

<1% unsubscribed

Lead Nurturing Example 2: Lead Score

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Ongoing A/B Testing

Test emails by: • Day/time• Subject line• Email body• Number of links• Images in body

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Re-Purpose Existing Articles

Example 1: Instagram eBook repurposed from two high-performing TCS articles

Example 2: TCS articles repurposed as emails to send to segments of leads

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Visibility & ROI

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Collective Web Activity

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Individual Web Activity

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Reoccurring Marketo Email Reports

Examples:• Subscribers to TCS who

have reached a score of 50 or more

• Leads that were assigned to Sales in the past week that originated from TCS

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Link Performance of Nurture Emails

Which stories resonate with our audience?

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ROI Reports

Reports sent to managing editor weekly• Example: Leads who visited at least one page on TCS and

associated with a Salesforce Opportunity ($$$)

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Individual Content ROI for Articles

TCS Example: 6 Content Marketing Trends to Help Plan 2016 Budget

ROI MetricsTotal Views 8,848Total Clicks on Links in Article 8,097New Subscriptions from Article 11Average Time on Page 4 minutes, 45 secondsEngaged Sessions (4+ Pages) 52Entrances 883Social Shares 1,197Cost to Create Article $0 (employee fees)

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TCS Example: 6 Content Marketing Trends to Help Plan 2016 Budget

Individual Content ROI for Articles

Anonymous leads* - 1,579 *73% had not visited a Skyword page prior to this article.Inferred info from IP addresses.

Known leads – 489

87% USA7% India

COMPANY

COUNTRY

STATE/CITY

3LEADS

2LEADS

1LEAD

150 CA 103 NY62 MA

44 NYC

16Chicago

18San Francisco

INDUSTRY

24% Technology

4% Finance22% Agency

LEAD SATUS

7 Clients; 21 MQLs; 2 SALs; 12 SQLs

24% 51-200 employees

10% 10,000+ employees

COMPANY SIZE

$$$

$1,376,500 Open Opportunities

$936,746 Won Opportunities&

XYZ Company

ABC Company

ACME Company

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Client Path

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Client Path

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Client Path

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Client Path

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Client Path

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Client Path

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URL Parameters

Add URL parameters to links within content and on social to pass info via hidden fields on forms

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Takeaways• Shift from you to them• Think and act like a publisher• Focus on building and nurturing audience• Connect your tech stack• Measure, learn and adapt

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When: June 22-23, 2016Where: Westin Waterfront, Boston, MA

Register here: www.skyword.com/forward/