#cnx14 - content marketing bootcamp: your guide to content strategy, creation, promotion, and...
DESCRIPTION
Content is the king (and queen) of all your marketing efforts. And although this is common knowledge, many companies still struggle with creating an end-to-end content strategy that not only breaks through the noise, but creates pipeline and brand awareness while beating your business goals showing real ROI. Join Dayna Rothman, Director of Content Marketing at Captora and Author of Lead Generation for Dummies and learn everything you every wanted to know about content marketing. You will learn how to: - Create a content marketing strategy that fuels growth - Staff your team for content greatness - Create an ebook from start to finish (and discuss other offers that move the needle) - Promote your content through email, social, ads, and search - Measure your content and prove ROI - Promote your content through email, social, ads, and search - Measure your content and prove ROITRANSCRIPT
Track: Industry Trendsetters
#CNX14
#CNX14
Content Marketing Boot Camp: Your Guide to Content Strategy, Creation, Promotion, and Measurement
Dayna Rothman, Director of Content Marketing, Captora & Author of Lead Generation for Dummies@dayroth
Track: Industry Trendsetters
#CNX14
Track: Industry Trendsetters
#CNX14
Track: Industry Trendsetters
#CNX14
There are 27,000,000 pieces of content shared each day
(Nielson)
Track: Industry Trendsetters
#CNX14
Track: Industry Trendsetters
#CNX14
But the average attention span has dropped from 12 seconds in 2008 to 8 seconds
(Statistic Brain)
Track: Industry Trendsetters
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…the average attention span of a goldfish is 9 seconds
(Statistic Brain)
Track: Industry Trendsetters
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Track: Industry Trendsetters
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…so you have to get heard through the noise.
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Goals – Presentation Overview
1 2 3
Create a content strategy that fuels
growth
Promote your content to generate
leads and awareness
Measure your content and prove
ROI
Track: Industry Trendsetters
#CNX14
Today’s Shifting Buyers.
Track: Industry Trendsetters
#CNX14Content is king.And queen
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#CNX14The buying process has changed. No longer is sales the first contact a buyer has with your company.
Track: Industry Trendsetters
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And your buyers have changed. They live in a multi-device, multi-channel world.
Track: Industry Trendsetters
#CNX14The abundance of information is astounding.
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And information abundance = attention scarcity
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Content Strategy.
Track: Industry Trendsetters
#CNX14Content Arcs and Themes• Business Priorities• Industry Trends• Product/Service Launches• Market Penetration• Buyer Searches• Competitor Content• SEO Priorities
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#CNX14THOUGHT LEADERSHIP
Instead of Promotion.
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Buyer personas help create a story.
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And their journey sets the tone.
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Map your content to your sales funnel.
Track: Industry Trendsetters
#CNX14Decide if you want to gate your content.
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Benchmark content against your
competitors so you know where you have
gaps.
PLACEHOLDER SCREEN
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Content Production.
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Chief Content Officer
Director of Content
Content Specialist
Outsourced Team
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The turkey dinner analogy for content optimization.
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#CNX14Ebook creation.
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#CNX14Create a detailed outline.
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#CNX14Write your first draft.
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Edit. Edit. Edit.
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Template in design.
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Re-edit and finalize.
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Content Promotion.
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Use your homepage real estate.
Content resources center for engagement.
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Always write a blog to promote your content.
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Use social media real estate wisely.
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Send an email out to your database and consider sponsored emails!
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Create Capture Sites in Captora to help you rank, promote your asset, and convert visitors.
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Mix paid with your organic social promotion for optimal lift
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all your leads.
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Lead scoring for sales readiness.
Implicit Scoring Explicit Scoring
Content download +2 Executive Title +10
Email open/click +2 High Tech Industry +5
Product page website visit +4 Appropriate Budget +10
Viewed demo video +10 Outside of US - 10
Filled out a Contact Us +10 Company less than 50 people – 10
Visited jobs page -10 Marketing function +10
Track: Industry Trendsetters
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Content ROI.
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Sample Content Budget
• Standard ebook 5-10 pages: $4000• Large ebook 30-60 pages: $6500• Cheatsheet/onepager: $500• Infographic with outreach: $4000• Slide deck: $7500• Blog post: $75• Writing services (monthly): $2500
Track: Industry Trendsetters
#CNX14
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Know what content leads are
downloading.
PLACEHOLDER SCREEN
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And make sure you track if they are known or new names.
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Measure cost per lead.
Content Piece Investment Leads $ Per Leads
Ebook 1 $4500 200 $23
Slide deck $6500 100 $65
Analyst Report
$15,000 700 $21
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Competitive benchmarking and scoring.
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Analyze traffic growth and track and referrals.
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Social sharing to track virility.
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#CNX14Track content performance in programs.
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First touch and multi touch attribution is key.
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Track multi touch ratio.
Content Investment FT Pipe MT Pipe MT Ratio
Ebook 1 $4500 $10,000 $52,000 11.5
Ebook 2 $4500 $5,000 $126,000 28
Slide deck $6500 $12,000 $20,000 3.0
MT Ratio = MT Pipe/Investment* Ratios above 10 are good, above 7 are OK, and less than 5 not good.
Track: Industry Trendsetters
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Look at sales usage.
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Analyze your content gaps.
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Your buyers have changed. You need to create a content strategy that fuels
growth and acquires new customers.
Multi-channel promotion for content attracts buyers and
generates awareness.
Measure your content to prove ROI and optimize content
creation.
Recap Slide
1 2 3
Track: Industry Trendsetters
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Download Our New Ebook: Content that Fuels Growth
Bit.ly/content4growth
Track: Industry Trendsetters
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Track: Industry Trendsetters
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Take the after-session survey!
Take the Survey in the Connections 2014 Mobile App
Join the Conversation!
#CNX14
$50Starbucks Gift
Card
Track: Industry Trendsetters
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Track: Industry Trendsetters
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Questions?
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CUSTOMER JOURNEY SHOWCASE
MARKETING THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY& ROADMAP
PERSONAL TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB MARKETING
DEVELOPERS HANDS-ON TRAINING
INDUSTRY TRENDSETTERS
CREATIVITY & INNOVATION
SALESFORCE FOR MARKETERS
ROUNDTABLES
Track: Industry Trendsetters
#CNX14