10 steps to pivot to content marketing by @salesforce and @jennydburnham

10 Steps To Content Marketing

Director of Social Content Marketing Jennifer Deming Burnham

@jennydburnham

Social Media Face-to-Face

Call Centers

Websites

Traditional Media Advisory Groups

Partners

Source: 2012 IBM Global Chief Executive Of!ce Study

Perc

ent o

f Int

erac

tions

Customer Touchpoint's Are Changing

Customer Interactions

Friend

Friend

Friend

Friend

Friend

Friend

Friend

Friend

Friend

Behavior On The Web [ Pre-Facebook ] [ Facebook Era ]

Sarah Webb

Works at Genwatt, Inc

Lives in Hoboken New Jersey Married to John Webb

Studied Business Administration at Johns Hopkins

Interesting concept

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The Rise of the Social Customer

Interruption Marketing Social Marketing

Publishers

My Service

My Product

Our Customers

Attract

Entertain

Inform

Producers

Community Managers

Storytellers

Journalists

We see brands doing it right

Start with Channel Alignment

Consistent Branding

Map Your Channels

No Broken Windows

1

Grow Subscribers to Reach Critical Mass

Subscriber Growth Leaderboard

2

Top Tactics: Content Calendar, Like Gate Campaigns, Advertising Set a Target: Need to Grow Subscribers 6% M/M to Maintain a Channel

Create Content That Delights

Retweets Likes Comments

Shares

Positive Sentiment Embeds

3

Start To Blog 4

Create Offers Across Buyer Stages 5

Promote Your Offers

Big Offer / Month

Blog Posts / Month

FB Posts / Month

Tweets / Month

1

4

4

16

Suggested Cadence

6

Track Your Campaigns 7 http://salesforce.com/form/?id=7013000sqyy http://bit.ly/salesprocessmap http://na1.salesforce.com/7013000sqyy

Nurture Content Marketing Leads

Clicks on a Tweet

Watched a Video

Posted a Question

Read a Post

Viewed a Presentation

Became a Fan

Liked a Post

Re-Tweeted a Post

Brand Mention

SEM Free Trial Contact Me Event Registration eBook Offer

Lead Scoring 1

Personalized Journeys 2

Campaign Attribution 3

Marketing Automation

8

Views

Nurture

Form Completes

Views | Visits | Subscribers

Offers | Campaign IDs | Dashboards

Email Journeys | Lead Scoring

Sales

Specialization

Content Promotion

Optimization

Soft Offer Landing Page

Con!rmation Page

Lead Nurturing Sales Follow Up

Sales Effectiveness

ACV ($) Pipeline

Create A Predictable Engine for Leads 9

Activate Your Networks 10

Give me a predictable engine for driving growth

Show me how social media…

•  Contributes to health of the business •  Provides new sources of prospect traf!c •  Collects valid leads •  Drives real $$

Metrics That Really Matter

New Pipeline Engines

SEM (Google Search)

Click

Click

Click

Click

Impression

Impression

Impression

Impression

+Email Addresses

+Ad Dollars

+Social Media Subscribers

Fuel the Viral Loop

Email Drop (Newsletter, Offer)

3rd Party Sites (Display Ads)

Click

Click

Landing Page B (eBook, Contest, App)

Social Requires More Soft Offers

Social Post (Facebook, Twitter...)

Social Ad (Facebook, Twitter...)

Hard Offer

Soft Offer

Content

Great content & engagement earns subscribers

Advertising is the fastest way to grow subscribers

Content (Blog Post, Video, Website)

+Ad Dollars

Display Advertising (Ad Networks)

Content Marketing (Social Heart of Marketing)

Social Advertising (Social Heart of Marketing)

Sharing, Likes

Users are cookied for ad re-targeting

Capture new subscribers with reveal pages, great content, & website integration

Promoted Content

Impression

Search Results (Google AdWords)

Social Pro!le

Email Marketing (Heart of Marketing)

New email addresses go into marketing automation system

Top Content

Leads by Source

Campaign ROI

Subscribers

Engagement

Quali!ed Leads

Lead Quality

Conversation Volume

Landing Page A (Free Trial, Demo)

SEO (Google Search)

Click

Impression +Inbound Links

Search Results (Organic Results)

Shares, likes, and comments in"uence search rankings

+Ad Dollars

Social Adds Two New Pipeline Engines

""

Impacts Our Existing Pipeline Engines ""

Thank You!