trip kucera

© AberdeenGroup 2012

Content-based Marketing

Comes of Age

Trip Kucera, Sr. Research Analyst

Aberdeen Group

Prepared for:

@TripKucera

Marketing Effectiveness & Strategy


1.Content-based marketing ≠ inbound marketing

2.Content-based marketing is guided by the ethos and spirit of inbound marketing – whether used in outbound or inbound

3.Content-based marketing best practices revealed


Aberdeen Maturity Class Framework

What are Best-in-Class companies doing differently?

What pitfalls are they avoiding?

Why are they achieving greater success?

What technologies and services are enabling them to succeed?

Abe

rdee

n’s

Met

hodo

logy

C

E

Pressures:External and internal forces that impact an organization’s market position, competitiveness, or business operations.

Actions:The strategic approaches that an organization takes in response to industry pressures.Actions:The strategic approaches that an organization takes in response to industry pressures.

Capabilities:The business competencies (organization, process, etc…) required to execute corporate strategy.Capabilities:The business competencies (organization, process, etc…) required to execute corporate strategy.

Enablers:The key technology solutions required to support the organization’s business practices.

@TripKucera


Companies NOT Best-in-Class require 20X more site visits to

generate a customer*.

* Based on difference in website & lead conversion rates


Source: Smithsonian National Postal Museum


Content-Based Marketing

Inbo

und

Out

boun

d

Search,Social &

SyndicationCampaigns


Content drives buyer engagement.

Engagement fuels buyer intelligence.


88% of companies either have a robust content-based marketing strategy in place (16%) or are assessing / taking steps to improve content creation and deployment (72%)

Source: Aberdeen Group, October 2011


Content

56%

41%36%

10%

20%

30%

40%

50%

60%

Resource dedicatedto creating content

to support marketingcampaigns

Pe

rce

ntag

e o

f Res

pon

dent

s

n = 163

Best-in-Class Industry Average Laggards


42%

25% 24%

0%

10%

20%

30%

40%

50%

Process to analyzeeffectiveness of

marketing content

Pe

rce

ntag

e o

f Res

pond

ents

n = 163



1.Web & social metrics

2.Campaign metrics


61%

28% 29%

0%

10%

20%

30%

40%

50%

60%

70%

Process to review web content for searchengine optimization

Per

cent

age

of R

espo

nden

ts

n = 130

Best in Class Industry Average Laggards


52%48%

13%

41%

47%

14%9%

22%

9%

0%

20%

40%

60%

Track the utilizationand performance of

web content

Knowledge of how ourweb content is beingviewed (i.e. browser,

mobile, etc.)

The ability to optimizeweb content based oncross-channel buyer

activity

Per

cent

age

of R

espo

nden

ts

n = 130

Best in Class Industry Average Laggards


3.9%

2.2%

0.0%

1.0%

2.0%

3.0%

4.0%

Average websiteconversion rate

Cur

rent

Per

cent

age

n = 130

Companies that track utilization /performance of web content

All Others


11.3%

3.9%

0.0%

5.0%

10.0%

15.0%

Unique website visitors

Yea

r-ov

er-y

ear

chan

ge

n = 130

Companies that track utilization /performance of web content

All Others


Mapping it Out

35%

24%

15%

0%

10%

20%

30%

40%

Content marketingmap defined basedon funnel stage and

buyer persona

Pe

rce

nta

ge o

f R

esp

on

de

nts

n = 163



38%

12%

20%

32%

46%

42%

48%

28%

22%

22%

39%

44%

28%

56%

40%

33%

36%

45%

42%

62%

56%

29%

3%

3%

18%

65%

53%

59%

27%

7%

7%

20%

37%

43%

67%

27%

16%

25%

45%

64%

63%

70%

0% 10% 20% 30% 40% 50% 60% 70%

Post Sales

Sales Closing

Sales Mid-Stage

Sales Qualified

Marketing Nurturing

MarketingConversion

MarketingAwareness

Percentage of Respondents, n = 110

Whitepapers(non-product)

Podcasts

eBooks

Product-specificcontent

Infographics

Webinars /webcasts


13%

13%

25%

38%

38%

0%

38%

26%

21%

16%

42%

47%

37%

58%

44%

33%

33%

33%

44%

33%

67%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Post Sales

Sales Closing

Sales Mid-Stage

Sales Qualified

Marketing Nurturing

Marketing Conversion

Marketing Awareness


Best-in-Class

Industry Average

Laggards

Infographics


Whitepapers (not product specific)

22%

0%

11%

33%

44%

22%

67%

28%

25%

31%

47%

63%

66%

63%

27%

7%

20%

47%

80%

80%

87%

0% 20% 40% 60% 80% 100%

Post Sales

Sales Closing

Sales Mid-Stage

Sales Qualified

MarketingNurturing

MarketingConversion

MarketingAwareness


Best-in-Class

Industry Average

Laggards


Video

10%

10%

10%

20%

40%

10%

30%

22%

13%

17%

35%

35%

65%

65%

33%

33%

47%

47%

53%

60%

67%

0% 20% 40% 60% 80%

Post Sales

Sales Closing

Sales Mid-Stage

Sales Qualified

Marketing Nurturing

Marketing Conversion

Marketing Awareness


Best-in-Class

Industry Average

Laggards


3.5%

2.7%

0.0%

1.0%

2.0%

3.0%

4.0%

Average website conversion rate

Cur

rent

Per

cent

age

n = 273

Content marketing map defined based onfunnel stage and buyer persona

All Others


24%

20%21%

12%

0%

5%

10%

15%

20%

25%

MQL to sales-qualified lead(SQL) conversion rate

Conversion rate of marketingresponse / lead to Marketing

Qualified Lead (MQL)

Cur

rent

Per

cent

age

n = 273

Content marketing map defined based onfunnel stage and buyer persona

All Others


1.When it comes to content-based marketing, don’t get hung up on inbound vs. outbound

2.Get creative about (creating) content (see @abonde)

3.Align content to the buyer’s journey. To do this effectively, you must measure the impact of your content

© AberdeenGroup 2012

Thank you

Trip Kucera, Sr. Research Analyst

Aberdeen Group

e: [email protected] t: @TripKucera

Marketing Effectiveness & Strategy

trip kucera

Documents

content marketing map

marketing awareness

marketing nurturing47

marketing nurturing35

marketing conversion65

marketing nurturing42

content marketingmap

spirit of inbound marketing