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Be a Content Rock Star:Take Your Content Platinum Ellen Gomes
Content Marketing Specialist
November 21, 2014
Page 2 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
About Me
• Content Marketing Specialist at Marketo
• Fun Fact: I am a cat lady... get ready!
• I’m hip, I’m cool, I’m on twitter: @egomes1019
Page 5 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
Create Content That Makes An Impact
Page 6 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
#1: Create a Content Foundation
Page 7 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
Map Your Buyer Personas & Journeys
Page 8 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
Developing Personas- Address These:
• Background
• Job Details
• Main Sources of Information
• Goals
• Challenges/pain points
• Preferred content medium
• Source
• Quotes
• Objections
• Role in purchase process
• Marketing message
Page 10 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
Tell Your Persona’s Story
• Persona’s responsibilities
• Persona’s typical day/week/quarter
• Persona’s characteristics
• Persona’s biggest challenges
Page 14 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
Developing Your Brand Voice
Character/Persona Friendly
Warm
Inspiring
Playful
Authoritative
Professional
Tone Personal
Humble
Clinical
Honest
Direct
Scientific
Language Complex
Savvy
Insider
Serious
Simple
Jargon-filled
Fun
Whimsical
Purpose Engage
Educate
Inform
Enable
Entertain
Delight
Sell
Amplify
Page 15 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
#2: Create The Right Content Mix
Page 24 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
#4: Tie Your Content to Revenue
Page 25 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
Revenue & Touch Attribution
Page 26 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
How Does Your Content Perform?
Page 27 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
Example: Content Performance in Demand Generation Programs