how to build a sustainable content marketing strategy

@demandgendave @noyesjesse @tobymurdock @DG_Report

How to Build a Sustainable Content Marketing Strategy

January 22, 2013

Featuring: DemandGen International

Eloqua Kapost


About Demand Gen Report

§  Launched in 2007 to track best practices in lead generation

§  Newsletter has grown to more than 26,000 readers

§  We also offer a menu of research and best practices reports

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@DG_Report

http://linkd.in/DG_Specialists

© 2013 DemandGen

Report


(check all that apply)

What campaigns have been the most successful for your department over the past year in driving leads

and engaging prospects?

Response Count

Search marke2ng 23%

Events 40%

Content-‐based offers 56%

Telemarke2ng 10%

60% 30%

© 2013 DemandGen

Report


As you evaluate your current content programs, where do you see the greatest opportunity to

improve your results?

Response Count

Develop the right mix of offers 25%

Mapping content to buyer needs 29%

Increasing budget to fund content ini2a2ves 17%

Finding the right partners to drive content 8%

Iden2fying the right channels to distribute content 21%

30% 20%

© 2013 DemandGen

Report


What would you say are your greatest challenges in creating and optimizing your demand generation

efforts?

Response Count

Insufficient staff 52%

Insufficient content 46%

Insufficient technology 15%

Lack of processes 33%

Lack of exper2se 23%

60% 30%

© 2013 DemandGen

Report


Where to Start

6


“Pssst … Hey, buddy. You want fresh content?”


Content Strategy

1. Define: Why you’re appealing

2. Decide: How you will

communicate “Your Why”

3. Plan: Where you will

communicate “Your Why”

© 2013 DemandGen

International, Inc.


Why

Superb Location

Lots of Activities

Many Dining

Choices

Great Service

Positive Reviews

Recently Renovated

Good Value

Mind Map Your “Why”: Example 1

© 2013 DemandGen

International, Inc.


Mind Map Your “Why”: Example 2

Why

Market Leader

Award-winning Expertise

Impressive Customers

Innovator in market

Outstanding Work

Quality

Excellent Service

Demonstrated ROI

© 2013 DemandGen

International, Inc.


Prioritize Your “Why”: B2B Example

Our WHY

Market Leader

Award-winning Expertise

Impressive Customers

Innovator in Market

Outstanding Work Quality

Excellent Service

Demonstrated ROI 11

© 2013 DemandGen

International, Inc.


What Validates Your “Why”

Market Leader

•  7 Years of Experience

•  Market Reputation

•  Company Size / Global

•  Author “Wrote the Book”

Expertise

•  Premier Certified on key platforms

•  Award winning work

•  10,000+ Engagements

Customers

•  Notable/respected

•  200+ •  Span 5 Major

Industries •  Mid –

enterprise size

•  Global needs served

12

…

© 2013 DemandGen

International, Inc.


Content Mapping and Buying Stages Top of Funnel

(Recognition)

Middle of Funnel (Evaluation)

Bottom of Funnel

(Selection)

13

Leadership

Expertise

Customers

Innovation

Work Quality

Service

ROI Website Demo

Infographic Webinar

Case Studies

Sales Pitch Deck Resources and Guides

Blog & Social

Proposal

Why

© 2013 DemandGen

International, Inc.

Sales Enablement Tools


Idea Generators, Subject Matter Experts

Content Producers & Approvers

Distribution / "Customers"

Top of Funnel

Middle of Funnel

Bottom of Funnel (Sales)

Internal

External

Managing Editors

© 2013 Daily Inches, Inc.


Team: Idea Generation

§  Customers §  Customer-facing: Sales, Service, Support §  Influencers / thought leaders

§  Internal Subject-matter experts



Team: Production §  Internal Producers

§  (Creative) Marketing §  MarCom / PR §  Product Marketing

§  External Producers §  Agencies §  Freelancers §  Influencers

§  Internal Approvers §  Executives §  Legal §  "Customers"

§  Managing Editor © 2013 Daily Inches, Inc.


Team: Distribution / "Customers"

§  Top of the Funnel §  Influencers §  Social Media §  Website / SEO

§  Middle of the Funnel §  Demand Generation §  Marketing Automation

§  Bottom of the Funnel §  Sales §  Field Marketing / Sales Enablement



Idea Generation

18


§  Internal Voice of the Customer §  Sales, Support, Services

§  Influencers §  Social Listening §  Customer Surveys & Interviews

Content Ideas



Content Ideas Process

Source Process

Internal Voice of the Customer: Sales, Service, Support

Idea Submission & Follow-up

Social Listening / Influencers

Social Team

Direct Voice of the Customer

Interviews, Surveys



Creating a Blog Post

Research



Creating a Blog Post

Managing Editor CTO

“What to Consider When Choosing a Lead Generation

Vendor”

“10 Questions to Ask Before Buying Lead Gen Software”

© 2013 Eloqua Inc.


Creating an eBook 1. Find the Talent

© 2013 Eloqua Inc.


Creating an eBook 2. Set Expectations

© 2013 Eloqua Inc.


Creating an eBook 3. Perfect the Packaging

© 2013 Eloqua Inc.


Making Content Work for Demand

26


Jan. Apr. Jul. Oct.

Feb. May Aug. Nov.

Mar. Jun. Sep. Dec.

?



4

3



4

4 1 7 1 1 3 1

3



Jan. Apr. Jul. Oct.

Feb. May Aug. Nov.

Mar. Jun. Sep. Dec.

1

1

2

2

3

3

4

4

5

5

6

6



Get "Customer" Buy-in on Calendar

§  Content "Customers" = social / SEO / website team, demand gen team, sales / sales enablement team

§  Share calendar early and often



Define Processes and Workflows

§  Production of content requires lots of contributors, approvers

§  Don't let logistics ruin your content efforts



Integrated Content

Campaign

Field Sales Email Paid Media

Partners

PR

Website

Social Media PR North America PR EMEA

© 2013 Eloqua Inc.


Throw Chum In The Water – Top of Funnel

§  Scatter “Lead Chum” around the web §  All over your site §  Your Blog & Others §  Social Networks §  Partner Sites §  PR §  SEO Landing Pages §  Syndicated Content §  Webinars

47 © 2013

DemandGen International, Inc.


Gate Your Bait – Middle of Funnel §  Best Practice: The best way to catch leads is to use a single gated form

in front of your best lead bait. After that, “feed the fish” through nurturing (leveraging hidden forms for further campaign tracking).

§  What to Gate: §  Free Trials, eBooks & Resources, Valued Analyst Reports, Events

48

Catch The Leads Feed The Leads

Campaigns & Organic Nurtures & Sales Enablement © 2013

DemandGen International, Inc.

@demandgendave @noyesjesse @tobymurdock @DG_Report 49

Chum

Bait

Trap

Case Study: Insulet

© 2013 DemandGen

International, Inc.


Q&A

@demandgendave

@noyesjesse

@tobymurdock

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