Transcript
The 4 Pillars ofContent Marketing
Kelsey LoughmanDigital Marketing Manager
@Kay_Lockman
Yoav SchwartzCo-founder & CEO
@yostar
Kate AthmerDemand Marketing Manager
@KateAthmer
John HurleyDirector of Demand Gen
& Content Marketing, @Johnsjawn
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The 4 Pillars of Content Marketing
CREATION INSIGHTSDISTRIBUTIONEXPERIENCE
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CREATION DISTRIBUTION INSIGHTSEXPERIENCE
marketplace management social analytics
curation lead generation email ROI
sales enablement reportingworkflow paid
scoringorganicengagementideation
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CREATION DISTRIBUTION INSIGHTSEXPERIENCE
marketplace management social analytics
curation lead generation email
ROI
sales enablement reportingworkflow paid
scoring
organicengagementideation
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
Kelsey Loughman Yoav Schwartz Kate Athmer John Hurley
@uberflip #GradeMyStack
CONTENT CREATION
Technology allows teams to streamline the content creation workflow process—increasing alignment and visibility across teams.
Workflow
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2 Ways Marketers CanImprove The ContentCreation Workflow Process:
• #1: Start with internal alignment • #2: Then, learn when to say no
Workflow
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Ultimate Tip
Standardize and templatize your process to make is scalable, repeatable, and seamless.
Using either workflow tools or simple planning templates to document your process for ongoing use.
Workflow
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CONTENT EXPERIENCE
How is technology allowing marketers to improve their content experience management?
Management
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Wait, Why is ContentExperience So Important?
Management
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Great Content Isn’t Enough
You need a remarkable content experience to meet your goals.
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1. YOU NEED TO BE IN CONTROL
Marketing Mary
Internal Team
NO GOOD
Management
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1. YOU NEED TO BE IN CONTROL
Agency
NO GOODManagement
Marketing Mary
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Management
2. DEEPLY INTEGRATE INTO CONTENT & MAP
Your Content
Experience Software
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Management
3. ORGANIZE BY MORE THAN FORMAT
Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Format By Topic Ok for TOFU / InboundNOT GOOD ENOUGH
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Management
3. ORGANIZE BY MORE THAN FORMAT
Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Format By Topic By Vertical By Persona By Segment By Account
Content must be organized for buyers and your sales team to find. Create their journeys.
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Content Experience Management Software enables you to:
1. Be in control - not IT / Agency
2. Integrate deeply with all your content and into your Marketing Automation platform
3. Organize content by more than just format - topic, persona, vertical, account - to create journeys
Management
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Ultimate Tip
Owning your Content Experiences will set you up for success throughout the entire buyer’s journey.
Management
Want $150 off?USE MY PROMO CODE:
YOAV150
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CONTENT DISTRIBUTION
How is technology improving the paid content distribution process?
Paid
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Paid
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• IMAGE COMING SOON
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CONTENT DISTRIBUTION
How is technology improving the paid content distribution process?
Paid
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Technology is not a strategy, it’s an enablerPaid
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1. Personalized nurture + workflows2. Dynamic display ads + retargeting3. Automated data validation +
enhancement to ensure quality4. Improved Lead Velocity from
engagement to follow-up5. Real-time optimization of sources
Paid
Technology improves content distribution by enabling:
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2 Ways Marketers CanImprove Paid ContentDistribution:
• Don’t do paid content distribution if you don’t have solid nurture tracks in place.
• Focus as much on distributing your content as you do on creating it
Paid
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Ultimate TipAccelerate your results by “making deposits” (add value, educate), before you “take withdrawals” (ask for something).
Paid
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CONTENT INSIGHTSHow is technology and scoring allowing marketers to generate content insights?
Scoring
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And CRM & MAT aren’t the solutionSales & Marketing struggle to be efficient
The Problem
Source: SiriusDecisions, April 2016
of MQLs convert to SQLs
30%
Buying indicators in
CRM & Marketing
Automation
Buying indicators invisible to
CRM & Marketing
Automation
Scoring
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The 80/20 Rule20% of the content is responsible for 80% pipeline influence
Scoring
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Scoring pinpoints the 20%
Scoring
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2 Ways Marketers CanGenerate Better ContentInsights with Scoring:
• Ensure the best leads that interact with content are prioritized for sales
• Build & measure content with more focus at engaging top accounts
Scoring
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Tip #1: Prioritize Best Leads
With the predictive model (blue line), sales only has to contact 40% of total prospects to reach over 60% who'll actually convert.
Without the model (baseline-red), sales has to contact 60% of total prospects to reach the 60% who'll actually convert.
Assuming you have 10,000 downloads...
4000 w/ Predictive vs.
6000 w/o Predictive
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Tip #2: Build & Measure Content Designed for Top Accounts
Grade/Tier Predictive Score
A 89-100
B 75-88
C 55-74
D 0-54
What is a segment of top accounts w/o opportunities? ABM Driven Programs
Starts with segmenting Target Accounts and building programs that will influence them.
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New ABM Metrics for Campaign Performance
Are marketing programs reaching target accounts?• Successes: # of members from target account (individual attendees from target accounts)• Coverage: % of total target accounts (25%, if 25 accounts engage & have total of 100 accounts)• Focus: % of members from target accounts out of total members (10% if 50 attendees from target
accounts, out of 500 total in campaign)
Are marketing programs sourcing new high quality accounts?• Average/Median Radius Score per Campaign• Average Radius Score per Campaign• New Leads by Radius Grade
Tip #2: Build & Measure Content Designed for Top Accounts
Scoring
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Ultimate Tip
With a basic concept like scoring and grading, content marketers are empowered to know which prospects are interacting with their content and which prospects are likely to become their customers so they can focus on deepening the right relationships.
Scoring
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
Kelsey Loughman Yoav Schwartz John Hurley
Questions?
Kate Athmer
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