Channel Strategies To Avoid Getting Lost With Your Content Marketing Program

avoid getting channel strategies to

Lost with your contentmarketing program

Rob Yoegel, Content Marketing [email protected] • @robyoegel

Sunday, December 2, 12

mailto:[email protected]


the mission - to put an end

advertisinginterruptive


create

valuableauthentic

content that helps people


what can you doto be more relevant?

helpful, utility, authentic, recognized leader


the challenge . . .

start?where to





channels?easy for marketers to get lost.

strategy? Sunday, December 2, 12

it’s imperative to

keep it simple


while meeting the needs of the

“online everywhere”customer


focus our distribution strategy on a

converged mediaapproach


Content Distribution


Blogs + Blogging

News/Media/PR

SEO

Email

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


converged mediaAltimeter: The Converged Media Imperative

Rebecca Lieb


paidownedearned+

converged mediaSunday, December 2, 12

paid

ownedearned

media buys - banner ads, PPC, sponsorships


paid

ownedearned


content assets - sites, blogs, ebooks, videos, social


paid

ownedearned


content assets - sites, blogs, ebooks, videos, social

media mentions, user-generated, tweets, shares


BEST PRACTICESconverged media


paidTrade publishers have become

media partners.

2012Co-produced 5 out of 13 webinars


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.


paid2012 Webinar Numbers:

Leads


paidFor the other 8 self-produced webinars, worked with media partners to promote.

PAID PLACEMENTS


paid


paidKey Takeaways:• Media buying experience on your team.

• Editorial experience developing content and producing webinars.

• Measure, measure, measure.


owned


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)


owned(content downloads, webinar registrations) sourced and “assisted” from social.

Track goal conversions


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.


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


owned133%WEBSITE VISITS

142%UNIQUE VISITORS

108%PAGE VIEWS

133%SOCIAL REFERRALS

One year results...


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


owned2013 Goal: Drive more traffic from

Social than Search

Search22%

Other59%

Social19%

Last Month


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


earned


earnedCase Study #1: Pinterest infographic

(January 2012)


earnedResults: 15K + Shares on Mashable!!


earnedResults: Over 100% increase in

website unique visitors and pageviews


earnedBonus: Also resulted in social media author, speaker

Jay Baer (CMW keynoter for 2013) guest post on Monetate.com


earnedCase Study #2: Ecommerce Quarterly Report


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.


earnedEQ Live


http://dev-jaldinger-8.monetate.org/static/dataviz/index.html



earnedEQ Results:

• Downloads: 1,200+ (two releases)• Leads: 553• Opportunities: 10+, avg deal size of $75k• Wins: 2 ($210k)


earnedKey Takeaways:• Integrate PR into content marketing. Don’t

silo. Give PR access to Editorial Calendars, planning meetings, customer interviews, etc.


the bottom line


the bottom line20% to 60% ARR


the bottom line20% to 60% ARR100 to 2,800 leads


let’s start thinking

differently


focus our distribution strategy on a

converged mediaapproach


keep it simple


paidownedearned+

converged mediaSunday, December 2, 12

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Rob YoegelContent Marketing Director@robyoegel

[email protected]

THANK YOU




Channel Strategies To Avoid Getting Lost With Your Content Marketing Program

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