Content Intelligence: How to Survive the Arms Race in Content Marketing

Jason Garoutte, CMO of Mintigo @jgaroutte

@mintigo

CONFIDENTIAL

Mintigo Watches Your Market

Mintigo Customers

Content Marketing is a Must

Content Generates Leads

Spending Big on Content

• Average 33% of budget

• +26% over last year

• 54% plan to increase spend

Source: Content Marketing Institute and MarketingProfs

But Content is a Challenge

Recipients are Overwhelmed

416 commercial messages per month

average email subscriber

43% report “more than half their

inbox comes from marketers”

Source: ReturnPath

Source: BlueKangaroo survey conducted for ChoozOn Corp

“Subscribers” are Fickle

70% “this is spam” complaints are actually legitimate

newsletters, offers, or notifications

Source: Return Path "Email Intelligence Report Q3 2012" (2012)

Promote Content with Pictures

Source: http://info.curata.com/rs/hivefire/images/Curata_CurationHabitsSurvey2012_Report.pdf

Keep Snippets <1,200 Characters

Source: http://info.curata.com/rs/hivefire/images/Curata_CurationHabitsSurvey2012_Report.pdf

How to Get Shared (NY Times)

CONFIDENTIAL

Berger, Jonah A. and Milkman, Katherine L., What Makes Online Content Viral? (December 25, 2009). Journal of Marketing Research. Available at SSRN: http://ssrn.com/abstract=1528077

How to Get Shared?

CONFIDENTIAL

1. Anger

2. Awe

3. Practical value

4. Interest

5. Anxiety

6. Emotive

7. Surprising

The 10X Articles at SAP

CONFIDENTIAL

Source: “8 Steps to Brand Publishing” (CMO Summit) http://www.slideshare.net/michaelbrenner/8-steps-to-brand-publishing-cmo-summit

SAP’s Michael Brenner shares the

formats with 10X average page views:

1. Top 50 influencers for topic

2. Top 10 blog sites for topic

3. Terms You Need to Know

4. Myths…Busted

5. 10 Predictions for

6. What is …. ?

7. The First Step to Success in…

8. How to Get Ahead With…

Will You Rise Above the Crap?

I recommend “Crap. The Content Marketing Deluge.” by Velocity Partners http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge

Holy Grail = Predicting Engagement

Content 3 Content 1 Content 2

Channel 1 Channel 2 Channel 3

Guessing Can Lead You Astray

Guessing Can Lead You Astray

What is Content Intelligence?

Knowing which content will engage your targets today

Boost search traffic

Get non-responders to click

Attract quality leads for Sales

Don’t waste time on “misses”

Example: No Webinars for VPs

Don’t waste an email inviting execs to

webinars!

Webinar Registration

3.8%

1.5% 0.7%

Manager Director

Vice President

Start with Your Target Personas

Target

Persona

Your marketing database has a

sweet spot

Your

List

Narrowing the Target Segment

“field service technician” and “support technician”

CTR from 2% to 8%

How to Create Your Personas

Free eBook from Mintigo. Check Resources at www.mintigo.com

or go directly to http://bit.ly/18c9Tfy

Make a List and Research Them

Mintigo content gets clicked by people who follow: - TechCrunch - Wall St Journal - Harvard Business Review

@TechCrunch 43 2551809 TechCrunch 157.7 @WSJ 40 2411662 Wall Street Journal 149.0 @HarvardBiz 31 928031 Harvard Biz Review 145.1 @mashable 37 3123908 Pete Cashmore 128.2 @FastCompany 24 643830 Fast Company 121.1 @hootsuite 32 4155370 HootSuite 101.8 @ConanOBrien 38 7525469 Conan O'Brien 98.3 @forrester 15 171388 Forrester Research 95.5 @waltmossberg 17 423626 Walt Mossberg 92.9 @MarketingProfs 14 147167 Ann Handley 91.3

Check Interests on Facebook

https://www.facebook.com/about/graphsearch

Facebook Graph: Just a Toy?

You Can Find Real Value

Research Technology Clues

Salesforce Users

Advanced marketers • Content marketing • Social links • JQUERY in website

15X more likely!

Basic marketers • Little content • Not social • Basic website

Related Technology is Interesting

Our popular infographic

You Can Do It All With Research

Lots of new data about the interests of your target market. - Twitter - Facebook - Blogs - LinkedIn profiles - LinkedIn groups - Quora - Websites and javascript - Presentations

Get ready for the machines.

Machines Connect the Dots

Business Model Org chart

Social Profile

Spending Technologies

Machines Learn by Example

Your Examples Data Collection Big Data Analytics

Each Campaign Brings Insight

Mintigo Analyzed You

Mintigo created a “signature” for who responds to our webinars.

• CMOs and VPs open but don't click

• Directors 4X less likely to click

• Managers 30% more likely to click

• Huge lift if “demand”, “lead”, “generation”

• 2X less likely to open if “campaign” in title

• Sales opens, but 2X less likely to click

Mintigo Monitors Your Market

Content Intelligence Works

Before After Lift

Open 15% 20% +33%

Open-to-click 11% 18% +64%

Total click 1.65% 3.60% +118%

Q&A and Next Steps

Request a demo marketing@mintigo.com

Get our ebook from http://bit.ly/18c9Tfy

Inventory Your Content

Mintigo Monitors Your Market

Segment A: 2,005 names • Tends to buy technology,

especially Salesforce CRM • Has large marketing dept • Follow @techcrunch

Learning the best way to engage your target

prospects

Segment B: 1,722 names • Tweet about “big data” • Work with Microsoft

technology & databases • Follow @Gartner • Member of LinkedIn group

“CIO Forum”