castelazo content phoenix ama 2014

Beyond “Content is King” – How Successful Organizations Actually Design and Implement Built-to-Last Content Marketing

AMA Phoenix July Signature Lunch Event

The planExpect to come away with best practices and practical tips that you can use this afternoon to enhance your content marketing program

Agenda:

1.Content marketing – what it is and why it matters

2.How to overcome the 3 most common content marketing challenges

3. Metrics for measuring the effectiveness of your content

4. The B2B IT services company that crafted a narrative, not a whitepaper, and realized a 17500% ROI

castelazocontent.com

About me

Founder & Chief Content Strategist at Castelazo Content

Board member of the American Marketing Association and Business Marketing Association

e: [email protected]

li: linkedin.com/in/mollycastelazo

About Castelazo ContentWe exist to help our clients sell more. We accomplish that by establishing the client as a thought leader – one who leads prospects through the sales cycle by addressing their problems and needs, questions and concerns. The content we develop includes whitepapers, blogs, bylined articles, videos, infographics, and other content that engages prospects, generates leads, and converts leads into clients.

castelazocontent.com@cmmarketing


http://castelazocontent.com/

mailto:[email protected]

http://www.linkedin.com/in/mollycastelazo


CONTENT MARKETING – WHAT IT IS AND WHY IT MATTERS


Your sales machine

An effective sales organization is a machine. But instead of turning raw materials into widgets, it turns prospects into customers.

Within the sales machine, many parts contribute to turning prospects into customers. Content is one of them.

Watch the Prezi at castelazocontent.com/what-we-do/


The sales cycle

Engage prospectsTurn

prospects into leads

Nurture leads


Prospect signs the

deal

Prospect engages a

sales person

Social media

Articles Blogs Videos White papers

Case studies

Use cases

Articles White papers

“Content is King.” (“Queen,” we say.)


“Content is anything that adds value to the reader's life.”

– Avinash Kaushik, Google

Done right, content helps youEngage prospectsGenerate leadsConvert customers

HOW TO OVERCOME THE 3 MOST COMMON CONTENT MARKETING CHALLENGES


Content marketing challenge #1: A burdensome review & approval

process How to overcome the challenge:

1. Organization. And process.

2. Regular communication.

3. Technology (novel idea!)


Content marketing challenge #2: No one can explain what you do

While you need a writer who can understand the language you speak, you also need that person to be able to speak the language your target audience speaks.

Think like a journalist.


Content marketing challenge #3: Not having enough fodder

Some call it drafting, others call it newsjacking, but the principle is that we take a little of your thought leadership and mix it in with a big dose of commentary on whatever everyone else is talking about at the moment.


METRICS FOR MEASURING THE EFFECTIVENESS OF YOUR CONTENT THROUGH THE SALES CYCLE


Measuring engagement

Source MetricsWebsite Unique visitors, average time on site,

average pageviews/visit, referral sources

Blog Unique visitors, average time on blog, average pageviews/visit, referral sources, traffic flow (after exiting blog), blog engagement (commenting, sharing)

Social media Page likes/follows, post likes/shares/comments, click-thrus

Advertising Click-thru rate, cost-per-click or cost-per-impression, referral sources

= total # of prospects engaged


Measuring lead generation

Source MetricsLanding pages Unique visitors, average time on page,

form submissions (and/or other call-to-action responses), referral sources

Webinars # of attendees, referral sources

Events # of attendees, referral sources

Downloadable content # of downloads, referral sources

Call-to-action responses # of responses, referral sources

= total # of leads generated (aka Marketing Qualified Leads or MQLs)


Measuring lead nurturing

Source MetricsWebsite Visits, pageviews, time on site, traffic

flow

Social media Page likes/follows, post likes/shares/comments, click-thrus

Webinars # of attendees

Downloadable content # of downloads

Blog Visits, pageviews, time on blog, traffic flow, blog engagement

Emails Open rate, click-thru rate

Events # of attendees

Phone calls # of sales calls, # of meetings set

= total # of leads nurtured through sales cycle (aka Sales Qualified Leads or SQL)


Measuring ROI

Source MetricsEstimated lifetime value For ongoing engagements, this is

monthly recurring revenue × average length of engagement

Cost of acquisition Cost of all client acquisition-centric sales and marketing activities


Estimated lifetime value

Cost of acquisition= ROI

THE B2B IT SERVICES COMPANY THAT CRAFTED A NARRATIVE, NOT A WHITEPAPER, AND REALIZED A 17500% ROI


Your buyers are people. And people like stories.

The whitepaper was the most successful that the client had ever published, resulting in:• 20% uptick in prospect

engagement• 5 discovery calls for the sales

team• 2 closed deals

In all, the client saw a return of $1.75 million on the cost of developing and marketing the whitepaper, for an ROI of 17500%. castelazocontent.com

Taking this home

For the majority of the sales cycle, your content is your sales person

Done right, content helps youEngage prospectsGenerate leadsConvert customers

To overcome a burdensome review & approval process: get organized; communicate; and leverage technology

To overcome the “no one knows what we do” challenge, think like a journalist

To overcome the “not enough fodder” challenge, think: drafting

Measure results of engagement, lead generation, and nurturing activities but remember at the end of the day it’s all about:

Finally: Your buyers are people. And people like stories.


Estimated lifetime value

Cost of acquisition= ROI

Any last comments or questions?

Molly Castelazo, Chief Content Strategist


[email protected]

linkedin.com/in/mollycastelazo

@cmmarketing







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