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
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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!