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You've created a new white paper. Now what? Posting it on your website is just the beginning. It's time to do more with less effort, and get the most out of every piece of content you create. In this webinar session, you will learn: - How to create a plan to develop the right content - Beyond-the-basics content promotion best practices that drive results - Creative tips and tricks to get more out of every piece of content written - New ideas for social media, content repurposing, and word-of-mouth campaigns View full webinar recording at www.marketo.com Led by Maria Pergolino, Director of Marketing at Marketo, and Content Marketing Evangelist Joe Pulizzi, this webcast is all about the tips and tricks of content marketing—a true inside look into how Marketo has grown from a single blog post to lots of content in a short amount of time. You'll walk away with more than a list of best practices. Maria and Joe will give you the templates and real examples to create a robust content marketing program for your organization!
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A Business Marketer’s Secrets to Content Marketing SuccessAnn Handley MarketingProfsAnn Handley, MarketingProfsJoe Pulizzi, Junta 42Maria Pergolino, Marketo
#Marketo
The SpeakersJoe PulizziFounder of Junta42Speaker, blogger, evangelist for content p , gg , gmarketing@juntajoe
Maria PergolinoDirector of Marketing, Marketo@inboundmarketer@inboundmarketer
M d t d bModerated by
Ann HandleyChief Content Officer
Page 2© 2009 Marketo, Inc. All rights reserved.© 2010 Marketo, Inc.
@MarketingProfs
C t t M k tiContent Marketing:R h & St t iResearch & Strategies
J P li iJoe PulizziJunta42 | Content Marketing Institute
Who’s Joe Pulizzi? (@juntajoe)
• Speaker, blogger, evangelist for content marketing.
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The 80/20 Rule of ContentThe 80/20 Rule of Content
SalesContent
CustomerContent
Sales
ContentContent
C tSalesContent
CustomerContent
5
Your CustomersYour Customers
Don’t Care
About You!About You!6
What Makes You Interesting?
7
8
Content Marketing…
To Attract and Retain Customers:
Deliver valuable, relevant and ,compelling content to your
customers on a consistent basis.
To Maintain or Change Behavior
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Then we…
Leverage Social Media Ch l t ShChannels to Share those Stories and
li haccomplish…
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11
12
13
14
15
16
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Eno gh ithEnough with the stats…give gus some tipsus some tips.
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How can I be interesting to t ( t t) ifmy customers (content) if we
(my competitors) are all(my competitors) are all talking about the same thing?g g
20
What does yourWhat does your content standcontent stand for?
21
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It’s not what you sell(Wine)
It’s what you stand for(Everyone deserves to understand the wineunderstand the wine experience)
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Create/own theCreate/own the categorcategory
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25
GoToMeeting
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Go out to theGo out to the peoplepeople
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Commenting/Listening
Commenting/Responding Publishing
28Chris Brogan
Where Are They Hanging Out?y g g
• LinkedIn GroupsY h ! / Li k dI A• Yahoo! / LinkedIn Answers
• Google GroupsGoogle Groups• Niche Online Communities (Ning?)• Twitter/Facebook• BusinessWeek Xchange
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• BusinessWeek Xchange
Be the Expert using LinkedIn/Yahoo! Answers
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Create somethingCreate something remarkableremarkable
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Create the Industry List
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33http://contentplaybook.com
@JuntaJoe Contact Information
Joe [email protected] @j(216) 941-5842
CWays to Connect:LinkedIn: Joe PulizziFacebook: juntajoeFacebook: juntajoeTwitter: @juntajoe
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Marketo transforms the way Marketing and Sales teams work – and workand Sales teams work and work together – to improve revenue performance across the revenue cycle
Powerful and easy marketing automationPrioritize the hottest sales leads and opportunitiesMeasure and predict marketing’s impact on revenueAdopted by 700 customers in less than three years
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Best Marketing Solution
Why do I need content?
NurturingNurturing
Lead SolutionLead Solution
ScoringScoring
Ri k Miti tiRisk Mitigation
Page 36
What is Content?
Page 37
Types of Content
Articles
Blog Posts
Articles
Blog Posts
Presentations
Press Releases
Presentations
Press ReleasesBlog Posts
Books/eBooks
Brochures/manuals
Blog Posts
Books/eBooks
Brochures/manuals
Press Releases
Product Data Sheets
Reference Guides
Press Releases
Product Data Sheets
Reference Guides/
Case Studies
/
Case Studies
Resource Libraries
RSS/XML Feeds
Resource Libraries
RSS/XML Feeds
Images
Information Guides
Images
Information Guides
Videos
Webinars/Webcasts
Videos
Webinars/Webcasts
Microsites/Web Pages
Online Courses
Microsites/Web Pages
Online Courses
White Papers
Widgets
White Papers
Widgets
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Podcasts/VideocastsPodcasts/Videocasts WorkbookWorkbook
Content Consumption
Page 39Source: Techtarget + Google
1. Non Promotional
2. Relevant to Reader
3 Cl G3. Closes a Gap
4. Well‐Written
5. Relevant to Your Company
6. Gives Proof
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#Marketo
Good content is not enough
Promotion, Promotion, Promotion
Email + Lead NurturingEmail + Lead Nurturing
Social Media
Content Syndication
Press
Search Engine Marketing
WebsiteWebsite
Sponsorships
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Events
When To Ask For Registration?
Example: SiriusDecisionsEarly StageThought leadership and best g ppractices to build brand and awareness
Two: Committing to Change
One: Loosening of the Status Quo
Middle StageBuyers guides, RFP templates and industry information to h l h
Three: Exploring the Possible Solutions
help structure research
Late StageFive: Justifying the Decision
Four: Committing to a Solution
Company‐specific information to help evaluate and reaffirm selection
Six: Making the Selection
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Forms: Ask Only What You Really Need
Short Form (5 fields)
Conversion rate: 13.4%
Cost per: $31.24
Medium Form (7 fields)
Conversion rate: 12.0%
Cost per: $34.94
Long Form (9 fields)
Conversion rate: 10.0%
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Cost per: $41.90#Marketo
Test, Test, Test
Page 44
Content MappingBUYING STAGES
1 2 3Stages
• Early (Pre-MQL)• Mid (MQL)• Late (Opportunity)• Customer
A
CONTENT
• Customer
B
C
1. Map your existing content
2. Blank cells determine your content roadmap
3. Short content is good! (YouTube approach)C
D
4. Test and optimize
5. Start small, think big and adapt quickly
BUYING PROFILES• Industry: 82%• Role: 67%
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Role: 67%• Company Size: 49%• Geography: 29% #Marketo
Content Library
Use for easy reference
N t t d d tNote created date
Label by role, category, gated, author, etc.
Keep track of copyrights or other dated info
If 1000’s of assets consider a more formal system
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Content Optimized for Search
Plus: • KeywordsKeywords• Meta Descriptions• Title Tags
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Social Content
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Sample Scoring Rules
Demographics: 30 points based on manual Prospect review 0‐8 points based on title ‐20 to 0 based on inferred countryy
Source and Offer: Website lead source: + 5 Thought leadership offer: ‐5
Latent Buying Behavior:A d bi 5 Attend webinar: +5
Download thought leadership: +3 Visit any webpage : +1 Visit careers pages: ‐10
Active Buying Behavior:y g Install AppExchange app: +15 Download Marketo reviews: +12 Visit website 2X in one week: +8 Download buyers guides: +8
h d h Watch demos: +5 each Search for “Marketo”: +5 Visit pricing pages: +5
No activity in one month: Score > 30: ‐15 points
Page 49
Score 30: 5 points Score 0 to 30: ‐5 points
Nurturing without Content
IDEABlog posts
EXAMPLEYours or othersBlog posts
Testimonials
3rd t t t
Yours or others
Success Story
A l t P P id3rd party content
Product documentation
Analyst, Press, Paid
Benefits, Guides
Fact sheets
Demo offers
Best Practice Document
Amazon $50
3rd party sources Salary info, upcoming events, etc
Page 50
Key to Success: What is important to my reader?
Repurposing Content
U ll t f
ARTICLE
• Website• Blog• Guest Blog
• Use all types for nurturing and scoringWHITEPAPER
• Website• Slideshare
Sribd
• Use all types to drive traffic to SLIDES • Website
• Sribd
WebinarWebinar
your website and in social media promotions
VIDEO CLIP • Website
• Slide Share
VIDEO CLIP• Youtube
Page 51
PODCAST
• Website• iTunes #Marketo
Example of Repurposed Content
< This Presentation >
Content from my ContentMarketing White Paper
Some content repurposed from a webinar in August forfrom a webinar in August for Marketo customers
2 Slid k f D fi i i G id S i l M di W bi2 Slides taken from Definitive Guide to Social Media Webinar
Also, used same content to create 2 September blog posts
Page 52
Content Optimization
3 Rs:
Reorganizeg
RewriteRewrite
RetireRetire
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For More Information
Check out these resources:
Content Creation for Demand
Vendors/Services Mentioned:
Definitive Guides: Velocity PartnersContent Creation for Demand Generation
Content marketing resources:
Definitive Guides: Velocity Partners
Webinar Editing: MindYourMedia
SEO, TopRank Online Marketing Content Marketing Institute
Alltop Content Marketing
SEO, TopRank Online Marketing
PPC, Enquiro
Resource Center: Flickerbox ClickInsights
Content Creation: Junta42, Avitage
Page 54
Contact Me
Marketo, Inc.901 Mariners IslandSuite 200
Maria PergolinoDirector of Marketing
San Mateo, CA 94404
Direct: +1.650.376‐2312
[email protected]@inboundmarketer@marketo
Mob: +1.415.710.2008
blog.marketo.comwww.marketo.com
Page 55
#Marketo
