Sweating Your

AssetsHow to supercharge content marketing for SEO and Lead

Generation

Hi, I’m @EricTTungFull-Time Social Media Manager at BMC

#33 Social Media Influencer via Forbes

Contributor to SocialMediaCollege.com

What We’re Noodlin’What is Content and Content Marketing?

What Are The Different Types of Content?

Getting Other People To Make Your Content.

Mapping Content to your Sales Cycle

Assembling The Content Puzzle with PPC and SEO.

Finally, How to Sweat Your Assets.

What is Content Marketing?

…It’s just marketing!

“Content marketing is any marketing that involves the creation and sharing of

media and publishing content in order to acquire and retain customers. This

information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case

studies, how-to guides, question and answer articles, photos, etc.”

-Wikipedia

90percent

of all the data ever created…

Was created in the last two years.

15.5 Hoursof media consumed

per person, per day

75 Million225 Million500 Million

How Many Blogs

Are There?

Businesses that publish at least 15 blog posts per

month average

1,200new leads per month

So What’s This Mean?There’s Lots of Content being produced out there.

People consume media and trust it.

Businesses generally aren’t effectively using content marketing.

Businesses that can get content marketing have seen results.

Virginia/Maryland/DC-Area Pool Company

Photo: New York Times

“I just started thinking more about the way I use the Internet. Most of the time when I type in a search, I’m looking for an answer to a specific question. The problem is you don’t get a lot of great search results because most businesses don’t want to give answers; they want to talk about their company. So I realized that if I was willing to answer all these questions that people have, we might have a chance to pull this out.”- Marcus Sheridan

What are the top results for fiberglass pool related searches?

Top Sales & Marketing Consultant & Speaker

Photo: The Sales Lion

What Are The Different Types of Content?

Short Long

Basi

cC

om

ple

x

Tweets

E-books

White Papers

Facebook Posts

Infographics

Video

Email Marketing

Long-form LinkedInAudio

Bites

Slideshare

How We Think About Blog Content at BMC

1. SEO blog Posts: Relatively simple topics, “Helpdesk vs. Service Desk, What’s the Difference.”

2. Thought leadership: More complex, and more interesting to industry, “The Power behind Digital Transformation.”

3. Demand Generation: Papers and reports offered for contact info.

4. Technical Information: Product Releases and other product info.

Why So Many Types?They appeal to different crowds.

SEO content brings in clicks from people searching for keywords and phrases.

Thought Leadership looks to the future and shows how you lead the industry.

Demand Generation in our industry are mostly webinars and analyst reports.

Technical Product Info is for retention of current customers.

Get Other People Create Content For You

#BMCEngage User Conference

Who Was Tweeting?

One of our Customers!

He’s Continued to Tweet

#ATXUnite by Verizon

Verizon wanted to do something for Austinites having to bear the brunt of #SXSW.

Created a contest to spread cheer to Austin residents with hashtag #ATXUnite

Guest BloggingRecognize experts in your space and get some great SEO out of it. It helps them grow their following, and if they promote the post, helps you gain following too.

Pay someone to guest blog for you: Helps you fill in your necessary SEO blog posts, while you can concentrate on other content.

Salesforce Guest Bloggers

Make Them Feel Special!

Do Amazing Customer Service

How Will They Respond?

So What Happened?

And…

Yes, I colored it.

Once You Get Them To Create Content

Feature it on your social channels or blog.

Collect it.

Repurpose it.

Study it.

Mapping Content To Your Sales Cycle

Who Are Your Customer Personas?

Think about your main customer profiles.

Give them names, demographics, etc.

What motivates them, what are their goals?

What obstacles do they have in their way?

Use photos to give this person a face.

Create 3-5 people.

Image Credit: Content Marketing Institute

Now Find Your Sales Cycle

LoyaltyServicePurchaseConsiderationAwareness

Now Mash The Two Together

Awareness Consideration

Purchase Service Loyalty

CIO

IT Manager

IT User

Sales Cycle

Perso

nas

What Questions Are They Asking?

Awareness Consideration

Purchase Service Loyalty

CIO What are the costs/ROI?

IT Manager How can I make this task easier?

What options are there?

How long does this take to implement?

IT User How long does training take?

Map Questions to Existing Content and Outlets:

IT Manager Awareness: How Can I Make This Easier? (Blog Post: www.blog.com/12345)

IT Manager Consideration: What Options Are There? (Infographic: NEED INFOGRAPHIC)

CIO Purchasing: What are the Costs/ROI? (Customer Video: Client XYZ Corp)

IDENTIFY AND FILL GAPS!

SEO: What Questions Are People Asking…in General?

See what pages get the most clicks on your blog.

See what people are searching for in Google Analytics.

Use Google Suggests to create topics.

Use Google Keyword Tool to find keywords to write blog posts around.

Write down a list of the top 25 questions people ask as prospects. Write a blog post on each.

Assembling Your Content Puzzle with

PPC and SEO

Online Marketing Lead Gen

BMC Communities

Remarketing

Banner Ad

Landing Page

Lead BMC.com

Entry Points

BMC Communities

Search Engines: Prospects are likely to search for specific questions and land on your site (if you have good SEO!)

Communities/Blogs: Regular users of forums and blogs will find their way to social feeds.

Social: Followers will see regular content, and find their way to the blog.

Web: Prospects that find their way to the website can be referred to blogs or social.

PPC: Pay-Per-Click: Paid search terms.

Mid-Funnel & RetargetingOnce users click to the blog/website, you can tag them for retargeting.

Google will recognize cookies and will post banner ads on network sites until they’ve become a lead or purchased something.

Should point to something useful/valuable to your target.

Either link to a product page or a lead form.

Securing the LeadBlog posts should be littered with links to attract leads.

Banner ads can lead back to landing pages as well.

We find that social links directly to forms can be difficult to convert.

Offer something of high value – ebook, webinar recording, etc.

Landing Page

Lead

Incr

ease

Opti

ons

To B

eco

me a

Lead

on B

log P

ost

s 123

4

5

1

2345

1

Progressive Profiling?

Make the Asset Appealing.

Sweating Your Assets

How To Sweat Your Assets

Create a Long-form Post/ebook/white paper. Aim for 10-20 pages with lots of research and content. Original research or surveys do very well here.

Create smaller pieces of content from the original long-form piece, blog posts, slideshares, videos based on the original content, etc.

Share each piece in cycles on social.

What’s This Look Like?

Ebook: Using Social Media for Conferences

Ch. 1: Twitter for Conferences

Ch. 2: Facebook for Conferences

Ch. 3: Instagramming Conferences

Blog Posts:

1. Using Twitter for Conferences

2. Using Facebook for Conferences

3. Using Instagram at Conferences

Why?It saves you time: Cutting up an ebook into smaller blog posts will save you at least 75% of time compared to researching & writing new blog posts.

It’s a logical progression toward becoming a lead. If someone just read 500 words on how to use Twitter for conferences, are they likely to download an ebook on using social at conferences? You betcha.

That’s Not It…Use “sound bites” from your ebooks or blog posts to create quote-graphics for social media that lead back to the blog post.

Did you video interviews for your ebook? Upload those and offer as an additional asset.

Industry surveys are GOLD for sweating. There’s lots of quotes and stats to post over a long period of time.

So…One Survey can become…

1 E-Book

1 Slideshare

5 Blog-Posts

5-7 Info or Quote Graphics

2-5 Video Interviews

15-20 Social Posts

AND… create a lead-generation machine, and get good SEO.

Get the Most out of your Content… Make it easier on yourself!

How to Measure?

See Most Shared Posts

Check Out Analytics

Set Up Funnels

“Because I have analytics, so far to this day, I’ve been able to track a

minimum of $1.7 million in sales to that one article

[about fiberglass pool cost].”

-Marcus Sheridan

So Let’s Review…Tap into different types of content to help with different goals.

Get other people to create content for you, through contests, customer service, guest blogger programs and more.

Find your personas, map them to your sales cycle, and supercharge your content marketing.

Add in PPC retargeting to re-approach your prospects that have yet to turn into leads.

Use assets in every possible way, creating a web of content around each question in your persona/sales cycle matrix.

Analyze and measure and see where you can improve.