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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Content MarketingBe Relevant, Targeted & Metrics Driven
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Page 2© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Kieran Flanagan
Online Marketing Manager (EMEA) – Marketo
[email protected]@searchbrat
- You’ll get this deck in an Email- Will be on Slideshare
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Page 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential
A B2B Content Marketing Story
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Page 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Your CEO/MD/Director asks
We need more quality leads
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Page 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Panic Stations !!
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Page 6© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Oh Let’s do Content Marketing
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Page 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential
We will start a blog for sweet SEO traffic
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Page 8© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Get the Formula for Funny Graphics
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Page 9© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Add CTA’s to Grab Names
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Page 10© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Shout about it on Social
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Page 11© 2012 Marketo, Inc. Marketo Proprietary and Confidential
We Start to see Increase in Traffic
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Page 12© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Sales Team Look Busier
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Page 13© 2012 Marketo, Inc. Marketo Proprietary and Confidential
But it has very little impact on bottom line
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Page 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential
I Need More Resources
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Page 15© 2012 Marketo, Inc. Marketo Proprietary and Confidential
You’re told to go back and buy leads
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Page 16© 2012 Marketo, Inc. Marketo Proprietary and Confidential
1. Be Interesting.
2. Tell Everyone.
3. I worked my a** off.
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Page 17© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Be Interesting?
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Page 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Be Interesting
Be Relevant
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Page 19© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Who areYour
audience?
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Page 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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Page 21© 2012 Marketo, Inc. Marketo Proprietary and Confidential
We guess a lot of this …
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Page 22© 2012 Marketo, Inc. Marketo Proprietary and Confidential
But now we can validate with
data
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Page 23© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Tale of Two Personas
Bob Jane
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Page 24© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Know your target
Bob Jane
Targ
et Needs advanced email capabilities. Needs to generate more sales ready leads.
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Page 25© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Some people won’t convert
Bob Jane
Not
Targ
etLooking for a ESP replacement
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Page 26© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Bob JonesBob is the current Marketing Director ofcompany X. He is 43 and responsible for ….
Bob manages the whole marketing team and is looking to improve the performance of all ….
Increase leads by X%Increase leads by opp convrate by X%
Who is your Content for?
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Page 27© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Leads
Know your Funnel Warning:Illustration Purposes
Only
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Page 28© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Leads
Know your Funnel
Opps
Warning:Illustration Purposes
Only
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Page 29© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Leads
Know your Funnel
Opps?
Warning:Illustration Purposes
Only
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Page 30© 2012 Marketo, Inc. Marketo Proprietary and Confidential
What are they reading TOFU
Go Data Diving, it’s a lot of fun
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Page 31© 2012 Marketo, Inc. Marketo Proprietary and Confidential
What are they Downloading
Think about Buying stages
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Page 32© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Enhance your Analytics
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Page 33© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Ask your audience
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Page 34© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Test Message on Social
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Page 35© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Costly
,
Low C
TRTest Message on Social
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Page 36© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Costly
,
Low C
TR
B2B ?
Test Message on Social
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Page 37© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Lots of Places to get Data
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Page 38© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Add to a Structured Process
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Page 39© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Be Relevant Through the Funnel
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Page 40© 2012 Marketo, Inc. Marketo Proprietary and Confidential
1. Know Who You’re Attracting.
2. Know Why They’ll Convert.
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Page 41© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Tell Everyone?
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Page 42© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Tell Everyone
Get Targeted
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Page 43© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Who areYour
Influencers?
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Page 44© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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Page 45© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Don’t Beg … Do Help
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Page 46© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Make them part of the process
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Page 47© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Make them part of your Landing PagesPAGE A PAGE B
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Page 48© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Make them part of your Landing Pages
Don’t forget to test
PAGE A PAGE B
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Page 49© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Make them part of your Landing Pages
Don’t forget to test
+ 45%
PAGE A PAGE B
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Page 50© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Not Everyone will say YES
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Page 51© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Your Pitch is Really Important
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Page 52© 2012 Marketo, Inc. Marketo Proprietary and Confidential
But so is your Brand
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Page 53© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Who InfluencesYour
Influencers?
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Page 54© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Hat Tip – Richard Baxter
Seogadget.com@richardbaxter
http://slidesha.re/SvF8yb
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Page 55© 2012 Marketo, Inc. Marketo Proprietary and Confidential
FollowerWonk – Twitter Search
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Page 56© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Look at the Intersection
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Page 57© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Who are the influencers here?
The kind of influencer we are trying to reach
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Page 58© 2012 Marketo, Inc. Marketo Proprietary and Confidential
What are they sharing? (TweetArchivist)
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Page 59© 2012 Marketo, Inc. Marketo Proprietary and Confidential
How do I get my content here?
bird
dog.
co.u
k
Pics
.Lock
erz.co
m
slide
shar
e.ne
t
huffi
ngto
npos
t.co.
uk
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Nikep
lus.n
ike.
com
velo
cityp
artn
ers.c
o.uk
yout
ube.
com
B2Bm
arke
ting.
net
bdb.
co.u
k
cont
entm
arke
tingi
nstit
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inbo
undm
arke
ting.
co.u
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OnSta
rtups
.com
Orig.Li
feha
cker
.com
Sear
chEn
gine
Wat
ch.com
Socia
lMed
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com
Stev
ebla
nk.com
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Wat
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arke
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wired.
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zdne
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1
2
3
4
5
6
7
8
9
10
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Page 60© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Follow SEO’s – They’re Smart
They understand that relationships + great content + social are going to drive big results in Google.
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Page 61© 2012 Marketo, Inc. Marketo Proprietary and Confidential
1. Relationships matter a Lot.
2. Great content in the right places matters a Lot
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Page 62© 2012 Marketo, Inc. Marketo Proprietary and Confidential
I worked my a** off?
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Page 63© 2012 Marketo, Inc. Marketo Proprietary and Confidential
I work my a** off
+
Metrics First
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Page 64© 2012 Marketo, Inc. Marketo Proprietary and Confidential
What are you Measuring?
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Page 65© 2012 Marketo, Inc. Marketo Proprietary and Confidential
How is your TOFU performing?
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Page 66© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Does my content suck?
Initial Impression ?
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Page 67© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Does it drive Consumption/Engagement?Initial Impression ?
Consumption &“Engagement”
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Page 68© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Is it generating business goals?
Initial Impression ?Consumption &“Engagement” Outcomes
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Page 69© 2012 Marketo, Inc. Marketo Proprietary and Confidential
What Content are they Downloading?
Measure Form Fills
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Page 70© 2012 Marketo, Inc. Marketo Proprietary and Confidential
GA Event Tracking + Advanced Segments
All Content downloaded from Inbound Channels
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Page 71© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Multi Content Channels - GA
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Page 72© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Value of Topics by NameWarning:
Illustration Purposes Only
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Page 73© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Value of Topics by Pipe (First Touch)Warning:
Illustration Purposes Only
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Page 74© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Value of Topics by Pipe (Multi Touch)Warning:
Illustration Purposes Only
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Page 75© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Know the value of your core CTA’s
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Know the value of your core CTA’s
$102
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Know the value of your core CTA’s
$102
$644
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Page 78© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Know the value of your core CTA’s
$102
$644
$965
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Content Dashboards are Awesome
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1. Measure Content through the Funnel.
2. Need to have visibility on ROI.
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Follow me on Twitter (or the Cat Get’s It)
@searchbrat
Questions ?