Channel Strategies To Avoid Getting Lost With Your Content Marketing Program
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avoid getting channel strategies to
Lost with your contentmarketing program
Rob Yoegel, Content Marketing Directorrobyoegel@monetate.com • @robyoegel
Sunday, December 2, 12
the mission - to put an end
advertisinginterruptive
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create
valuableauthentic
content that helps people
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what can you doto be more relevant?
helpful, utility, authentic, recognized leader
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the challenge . . .
start?where to
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channels?easy for marketers to get lost.
strategy? Sunday, December 2, 12
it’s imperative to
keep it simple
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while meeting the needs of the
“online everywhere”customer
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focus our distribution strategy on a
converged mediaapproach
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Content Distribution
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Blogs + Blogging
News/Media/PR
SEO
Research/White Papers
Infograhics
Social Networks
Webinars
Document Sharing
Word of Mouth
PodcastingQ+A SitesType-In Traffic
Direct/Referring Links
Social Bookmarking
Forums
Online Video
Comment Marketing
Content Distribution
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converged mediaAltimeter: The Converged Media Imperative
Rebecca Lieb
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paidownedearned+
converged mediaSunday, December 2, 12
paid
ownedearned
media buys - banner ads, PPC, sponsorships
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paid
ownedearned
media buys - banner ads, PPC, sponsorships
content assets - sites, blogs, ebooks, videos, social
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paid
ownedearned
media buys - banner ads, PPC, sponsorships
content assets - sites, blogs, ebooks, videos, social
media mentions, user-generated, tweets, shares
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BEST PRACTICESconverged media
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paidTrade publishers have become
media partners.
2012Co-produced 5 out of 13 webinars
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paidAveraged 600 registrants per webinar44% attended
2012 Webinar Numbers:
*Monitor all leads by source and asset type putting registrants into Qualified (Opportunity), Nurture (Lead), Unqualified Tracks.
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paid2012 Webinar Numbers:
Leads
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paidFor the other 8 self-produced webinars, worked with media partners to promote.
PAID PLACEMENTS
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paid
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paidKey Takeaways:• Media buying experience on your team.
• Editorial experience developing content and producing webinars.
• Measure, measure, measure.
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owned
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owned• Social networks are primary distribution
channel for content (digital subscribers)
• Visitors who know and trust our brand and evangelize (share) content - (versus search, which is more top-of-funnel/discovery, but equally important)
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owned(content downloads, webinar registrations) sourced and “assisted” from social.
Track goal conversions
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ownedTwitter, LinkedIn, Facebook, Pinterest,
YouTube, SlideShare
Don’t make an excuse not to use a social channel
• All content is published based on a social media channel plan that includes content marketing director, corporate communications director and part-time social media contractor.
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ownedDon’t make an excuse not to use a social channel
• Ultimate goal is to make each content creator social ambassadors for their own content.
Twitter, LinkedIn, Facebook, Pinterest, YouTube, SlideShare
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owned133%WEBSITE VISITS
142%UNIQUE VISITORS
108%PAGE VIEWS
133%SOCIAL REFERRALS
One year results...
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ownedWhere is your traffic coming from?
• Become a recognized authority• Social is a big part of increase
Search Engines38%
Direct Traffic41%
Ref. Sites22% Search Engines
25%
Direct Traffic44%
Ref. Sites31%
20122011
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owned2013 Goal: Drive more traffic from
Social than Search
Search22%
Other59%
Social19%
Last Month
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ownedKey Takeaways:• Everyone is a publisher. Tools like WordPress are
today’s printing press
• Leads, Opportunities, Customers (Suspects and Prospects), but don’t forget your subscribers. Your buyer personas who have pain points your content should address.
• Don’t make an excuse not to use a channel. Social subscribers/leads convert and help build influence
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earned
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earnedCase Study #1: Pinterest infographic
(January 2012)
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earnedResults: 15K + Shares on Mashable!!
Sunday, December 2, 12
earnedResults: Over 100% increase in
website unique visitors and pageviews
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earnedBonus: Also resulted in social media author, speaker
Jay Baer (CMW keynoter for 2013) guest post on Monetate.com
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earnedCase Study #2: Ecommerce Quarterly Report
Sunday, December 2, 12
earnedThe EQ is the result of analyzing over 100 million
online shopping sessions. Now in its third release, the EQ has already been referenced in
CNBC, Forbes, TechCrunch and Mashable.
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earnedEQ Live
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earnedEQ Results:
• Downloads: 1,200+ (two releases)• Leads: 553• Opportunities: 10+, avg deal size of $75k• Wins: 2 ($210k)
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earnedKey Takeaways:• Integrate PR into content marketing. Don’t
silo. Give PR access to Editorial Calendars, planning meetings, customer interviews, etc.
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the bottom line
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the bottom line20% to 60% ARR
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the bottom line20% to 60% ARR100 to 2,800 leads
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let’s start thinking
differently
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focus our distribution strategy on a
converged mediaapproach
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keep it simple
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paidownedearned+
converged mediaSunday, December 2, 12
follow @monetate on
Expert Optimization Resources
Valuable case studies, eBooks, white papers,webinars, and infographics
monetate.com/resources
For even more, check out our
Sunday, December 2, 12
Resources AppWHITE PAPERS | VIDEOS | CASE STUDIES | INFO GRAPHICS | EBOOKS | RESEARCH | CUSTOMER STORIES
“ This is a fantastic guide to website optimization, site agility, and the best practices from Monetate’s largest clients. Great to have in my back pocket. Thanks! ”
5 out of 5 star reviews
Sunday, December 2, 12
Rob YoegelContent Marketing Director@robyoegel
robyoegel@monetate.com
THANK YOU
Sunday, December 2, 12
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