getting the message out - social media and content marketing tips and tricks, as presented by maria...

Getting the Message Out – Social Media and Content Marketing Tips and Tricks

Maria Pergolino@inboundmarketer

Maria Pergolino

Director of Marketing, Marketo

Author of The Definitive Guide to Social Media

Frequent Blogger and Speaker

Salesforce Certified Admin

Presenter

In this session, you will learn about:

Creating Content that Sells

Creating a Content Map

Optimizing Content for Search

Repurposing Content

How to Succeed with Little or No Content

Objectives

Why do I need content?

Nurturing

Lead Solution

Scoring

Risk Mitigation

What is Content?

ArticlesBlog PostsBooks/eBooksBrochures/manualsCase StudiesEmailImagesInformation GuidesMicrosites/Web PagesOnline CoursesPodcasts/Videocasts

PresentationsPress ReleasesProduct Data Sheets Reference GuidesResource LibrariesRSS/XML FeedsVideosWebinars/WebcastsWhite PapersWidgetsWorkbook

Types of Content

Content Consumption

Source: Techtarget + Google

1. Non Promotional

2. Relevant to Reader

3. Closes a Gap

4. Well-Written

5. Relevant to Your Company

6. Gives Proof

Promotion, Promotion, PromotionEmail + Lead Nurturing

Social Media

Content Syndication

Press

Search Engine Marketing

Website

Sponsorships

Events

Good content is not enough

When To Ask For Registration?

Example: SiriusDecisionsEarly StageThought leadership and best practices to build brand and awareness

Middle StageBuyers guides, RFP templates and industry information to help structure research

Late StageCompany-specific information to help evaluate and reaffirm selection

Six: Making the Selection

Five: Justifying the Decision

Four: Committing to a Solution

Three: Exploring the Possible Solutions

Two: Committing to Change

One: Loosening of the Status Quo

Short Form (5 fields)

Conversion rate: 13.4%

Cost per: $31.24

Medium Form (7 fields)


Cost per: $34.94

Long Form (9 fields)


Cost per: $41.90

Forms: Ask Only What You Really Need

Test, Test, Test

Content Mapping

A

B

C

D

1 2 3Stages

CONTENT1. Map your existing content

2. Blank cells determine your content roadmap

3. Short content is good! (YouTube approach)

4. Test and optimize

5. Start small, think big and adapt quickly

BUYING STAGES• Early (Pre-MQL)• Mid (MQL)• Late (Opportunity)• Customer

BUYING PROFILES• Industry: 82%• Role: 67%• Company Size: 49%• Geography: 29%

Use for easy reference

Note 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

Content Library

Content Optimized for Search

Plus: • Keywords• Meta Descriptions• Title Tags

Social Content

Social Media Networks

Blogging

Microblogging

Social networks

Online video

Presentation and Document sharing

Widgets

Bookmarking

Podcasting

Social CRM

Photo sharing

More+++++

Campaign Integration

Social Sharing:Customized E-mails and Landing Pages

Social Validation:A Closer Look

Adds transparency and credibility

Developing a B2B Social Media Policy

How do you define social media?

Ground rules for participation – Who will participate and how?

Importance of confidentiality

Social Media Monitoring (“Listening”)

Start by monitoring the most popular social media sitesMake best use of alertsAs activity increases consider using 3rd party tools

Developing a B2B Social Media Plan

WHO: Who are you targeting?

HOW: Which social media tactics will you employ and how will you measure success?

WHAT: What goals or objectives do you want to accomplish and what are the action items?

Search Social Media Template on the Marketo Website for a sample of mine!

Pitfalls to Avoid inSocial Media

Don’t dive in until you’re ready

Don’t be a big brag

Don’t be afraid to try it because the metrics are new and different

Don’t treat social media like advertising or try to do what B2C is doing (you aren’t Pepsi)

Don’t assume every social media tool is right for you

Social Media Lead Scoring

Capture originating sources and score on these interactionsRequire higher scores for leads in social media before passing to salesIncrease or decrease scores based on what a prospect is saying in social media

Demographics: 30 points based on manual Prospect review 0-8 points based on title -20 to 0 based on inferred country

Source and Offer: Website lead source: + 5 Thought leadership offer: -5

Latent Buying Behavior: Attend webinar: +5 Download thought leadership: +3 Visit any webpage : +1 Visit careers pages: -10

Active Buying Behavior: Install AppExchange app: +15 Download Marketo reviews: +12 Visit website 2X in one week: +8 Download buyers guides: +8 Watch demos: +5 each Search for “Marketo”: +5 Visit pricing pages: +5

No activity in one month: Score > 30: -15 points Score 0 to 30: -5 points

Sample Scoring Rules

Social Media Across The Revenue Cycle

Seed Nurturing: Developing relationships with early-stage prospects before they enter your database

Lead Nurturing: Building and maintaining relationships with known prospects as they educate themselves

Customer Nurturing: Deepening and expanding relationships with existing customers

Lead Nurturing & Social Media-Marketing Automation

IDEABlog posts

Testimonials

3rd party content

Product documentation

Fact sheets

Demo offers

3rd party sources

Nurturing without Content

EXAMPLEYours or others

Success Story

Analyst, Press, Paid

Benefits, Guides

Best Practice Document

Amazon $50

Salary info, upcoming events, etc

Key to Success: What is important to my reader?

Repurposing Content

• Use all types for nurturing and scoring

• Use all types to drive traffic to your website and in social media promotions

ARTICLE

WHITEPAPER

SLIDES

VIDEO CLIP

PODCAST

• Website• iTunes

• Website• Youtube

• Website• Slide Share

• Website• Blog• Guest Blog

• Website• Slideshare• Sribd

Webinar

Content from my ContentMarketing White Paper

Some content repurposed from a webinar in August for Marketo customers

2 Slides taken from Definitive Guide to Social Media Webinar

Also, used same content to create 2 September blog posts

Example of Repurposed Content

< This Presentation >

3 Rs:

Content Optimization

Reorganize

Rewrite

Retire

Check out these resources:

Content Creation for Demand Generation

Content marketing resources:

Content Marketing Institute

Alltop Content Marketing

ClickInsights

Vendors/Services Mentioned:Definitive Guides: Velocity Partners

Webinar Editing: MindYourMedia

SEO, TopRank Online Marketing

PPC, Enquiro

Resource Center: Flickerbox

Content Creation: Junta42, Avitage

For More Information

http://www.marketo.com/library/creatingContent.pdf�

http://www.marketo.com/library/creatingContent.pdf�

http://www.contentmarketinginstitute.com/�

http://content-marketing.alltop.com/�

Marketo, Inc.901 Mariners IslandSuite 200San Mateo, CA 94404

Direct: +1.650.376-2312Mob: +1.415.710.2008

blog.marketo.comwww.marketo.com

Maria PergolinoDirector of Marketing

[email protected]@inboundmarketer@marketo

Contact Me

getting the message out - social media and content marketing tips and tricks, as presented by maria...

Technology

short content

content consumptionsource

content mappingabcd1

content roadmap3

social contentpage

social sharing

social validation

content marketing tips