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Content marketing can be an extremely high-ROI channel, but many companies are hesitant to focus their energies here due to the significant investment required. Get the most from each piece of content by developing a strategy incorporating social, email, paid distribution, and advertising. A single piece of content can be used to generate demand, to engage with prospects throughout the funnel, and to improve retention rates.
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Get the Most Out of Your Content: Multi-Channel Strategies for Lead Generation
I. Content Strategy Explained
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Whats the difference between content strategy and content production?
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Strategic content has well-defined goals:
Lead generationBrand awareness/thought leadershipSEOTrafficSocial sharesEmail sign-upsRSS subscriptions
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You need criteria to define the success of your content.
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Content strategy is a mix of short-term and long-term initiatives.
Short Term
Long Term
Blogging
White papers
Podcasts
Infographics
Commentmarketing
Email newsletters
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Resource Demands
Evergreen Potential
Infographic
White paper
eBook
SlideShare
Webinar
Blog post*
Blog post
Podcast
Newsletter
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When weighing short and long term initiative, look at both the evergreen potential of a piece of content, and the resource demands necessary to complete it. In this content matrix, you can see the Evergreen potential on the Y-axis and Resource intensiveness on the X-axis
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Questions to ask:
What is the objective of my content?How will I evaluate the success of my content?
Goals + Measurement = Content Strategy
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Before creating any piece of content, ask yourself these two questions:First, what is the objective of my content? Every piece of content should be multi-dimensional, and ideally will serve 2 or more goals
How will I evaluate succes?
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II. Define Your Audience
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Who is your target audience?
IndustryTitle / RoleExpert vs. noviceGoalsProblems
Answer: Buyer Persona
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Sample Buyer Persona:
Online Marketing ManagerExperienced with PPC, limited knowledge of displayGoals include driving traffic and conversions; key metrics are CPA and ROIFrustrated by fragmented advertising landscape and lack of clear attribution
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III. Choose Your Topic
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What do they care about?
Social listeningBlogosphereConferences & eventsQuora & LinkedIn AnswersGoogle SuggestGoogle InsightsFAQsCompetitive researchSales and customer service teams
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Great content speaks directly to your audiences interests and needs.
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IV. Select the Medium
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Types of content:
Blog posts
Webinars
Infographics
Reports
Videos
Case Studies
Brochures& Data Sheets
Tools & Widgets
eBooks
Podcasts
Newsletters
Presentations
Reference Guides
White Papers
Microsites
Online Courses
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How to Choose a Medium
Content objectiveResource availabilityAudience fitDistribution channel
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V. Distribute the Content
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Tips for Effective Content Distribution
Share within your own networksLeverage paid channels when appropriateAlign the channel with your content objectivesTrack & measure everything
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Distribution Channels:
EmailDripNurtureNewsletter
PressRelease
Social MediaTwittertargetingLinkedIn targeting
Publisher & blogger outreach
Paid advertisingPPCDisplayRetargeting
StumbleUpon Paid Discovery
PR
Outbrain
SEO (organicsearch)
Microsite/landing page
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VI. Nurturing with Content
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Nurturing Prospects & Clients w/Content
Drip campaigns for open leadsValue-add newsletter for current clientsBuild an automated systemLeverage lead insights to segment drip campaignsOpt-in newsletter for clientsContent templates for Sales teamsContent database that the entire organization can utilize
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VII. Attribution & Measurement
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How to Measure Content Performance
Option 1: Marketing Automation softwareMarketoEloquaHubSpotOption 2: UTM Tags
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Structuring UTM Tags
Tool: Google URL BuilderSample URL: http://www.retargeter.com/retargeting/four-ways-b2b-retargeting?utm_source=Social%2BMedia&utm_medium=Twitter&utm_content=Four%2BWays%2BRetargeting%2BCan%2BWork%2Bfor%2BB2B&utm_campaign=Retargeting%2Band%2BAd%2BTargetingParameters:Campaign SourceCampaign MediumCampaign TermCampaign ContentCampaign NameAuto-tagged in Google AnalyticsParse UTM cookie to pass info to CRM
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VIII. The Principles of Content Marketing
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Think strategicallyPlan both long-term and short-term initiativesUnderstand and relate to your audienceFind the appropriate medium and channelDefine your goals and measure everythingRepurpose content whenever possibleAdding value > pitching your servicesBuild an ethos of being helpful to go from content marketer thought leader
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Web: www.retargeter.comPhone: (415) 738-0573
Twitter: http://bit.ly/AdxV9ULinkedIn: http://linkd.in/yqVIyqFacebook: http://on.fb.me/xvUGCLGoogle+: http://bit.ly/yYUxh0
Contact Us
Hafez Adel, Sr Director of [email protected]
Caroline Watts, Marketing [email protected]
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