©2011 Third Door Media, Inc. Content Marketing Success with Search and Social Optimization Tuesday, November 1, 2011 Speaker: Maria Pergolino, Marketo
©2011 Third Door Media, Inc.
Content Marketing Success with Search and Social Optimization
Tuesday, November 1, 2011
Speaker:
Maria Pergolino, Marketo
©2011 Third Door Media, Inc.
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Maria Pergolino, Marketo
Director of Marketing at Marketo, where she specializes in demand generation, inbound marketing, and campaign optimization.
She is the author of the most successful social media book created specifically for B2B Marketers, The Definitive Guide to B2B Social Media, and has also written for many marketing blogs, Marketo's popular blog, Modern B2B Marketing.
She is a frequent speaker at marketing industry events.
©2011 Third Door Media, Inc.
Content Marketing is Growing
©2011 Third Door Media, Inc.
BUT WHY? AND HOW DOES IT APPLY TO SEARCH AND SOCIAL?
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Risk and Branding in B2B
Fear Trust
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SEO
Social
Offers
Scoring
Popular Blogs Definitive Guides Resource Center Marketo TV Webinars
Other Benefits of Content Marketing
©2011 Third Door Media, Inc.
What is Content?
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Types of Content
• Reference Guides
• Resource Libraries
• RSS/XML Feeds
• Surveys
• Radio/TV/Web TV
• Videos
• Webinars/Webcasts
• White Papers
• Widgets
• Workbook
• Articles
• Blog Posts
• Books/eBooks
• Brochures
• Case Studies
• Demos
• Free trials
• Images
• Information Guides
• Live Streamed Events
• Manuals
• Microsites/Web Pages
• Online Courses
• Podcasts/Videocasts
• Presentations
• Press Releases
• Product Data Sheets
©2011 Third Door Media, Inc.
©2011 Third Door Media, Inc.
©2011 Third Door Media, Inc.
Content Consumption
Source: Techtarget + Google
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1. Non Promotional
2. Relevant to Reader
3. Closes a Gap
4. Well-Written
5. Relevant to Your Company
6. Gives Proof
©2011 Third Door Media, Inc.
Good content is not enough
Promotion, Promotion, Promotion
• Email + Lead Nurturing
• Social Media
• Content Syndication
• Press
• Search Engine Marketing
• Website
• Sponsorships
• Events
©2011 Third Door Media, Inc.
When To Ask For Registration? Example: SiriusDecisions
Early Stage Thought leadership and best practices to build brand and awareness
Middle Stage Buyers guides, RFP templates and industry information to help structure research
Late Stage Company-specific information to help evaluate and reaffirm selection
Six: Making the Selection
Five: Justifying the Decision
Four: Committing to a Solution
Three: Exploring the Possible Solutions
Two: Committing to Change
One: Loosening of the Status Quo
©2011 Third Door Media, Inc.
Forms: Ask Only What You Really Need
Short Form (5 fields)
Conversion rate: 13.4%
Cost per: $31.24
Medium Form (7 fields)
Conversion rate: 12.0%
Cost per: $34.94
Long Form (9 fields)
Conversion rate: 10.0%
Cost per: $41.90
©2011 Third Door Media, Inc.
Content Mapping
A
B
C
D
1 2 3 Stages
CONTENT
1. Map your existing content
2. Blank cells determine your content roadmap
3. Short content is good! (YouTube approach)
4. Test and optimize
5. Start small, think big and adapt quickly
BUYING STAGES
• Early (Pre-MQL)
• Mid (MQL)
• Late (Opportunity)
• Customer
BUYING PROFILES
• Industry: 82%
• Role: 67%
• Company Size: 49%
• Geography: 29%
©2011 Third Door Media, Inc.
Content Library
• Use for easy reference
• Note created date
• Label by role, category, gated, author, etc.
• Keep track of copyrights or other dated info
• If 1000’s of assets consider a more formal system
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Content Optimized for Search
Plus:
• Keywords
• Meta Descriptions
• Title Tags
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Content Optimized for Social
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Social Sharing: Customized E-mails and Landing Pages
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Sample Scoring Rules • Demographics:
– 30 points based on manual Prospect review
– 0-8 points based on title
– -20 to 0 based on inferred country
• Source and Offer:
– Website lead source: + 5
– Thought leadership offer: -5
• Latent Buying Behavior:
– Attend webinar: +5
– Download thought leadership: +3
– Visit any webpage : +1
– Visit careers pages: -10
• Active Buying Behavior:
– Install AppExchange app: +15
– Download Marketo reviews: +12
– Visit website 2X in one week: +8
– Download buyers guides: +8
– Watch demos: +5 each
– Search for “Marketo”: +5
– Visit pricing pages: +5
• No activity in one month:
– Score > 30: -15 points
– Score 0 to 30: -5 points
©2011 Third Door Media, Inc.
Repurposing Content Example
• Use all types for
nurturing and
scoring
• Use all types to
drive traffic to
your website and
in social media
promotions
ARTICLE
WHITEPAPER
SLIDES
VIDEO CLIP
PODCAST
• Website
• iTunes
• Website
• Youtube
• Website
• Slide Share
• Website
• Blog
• Guest Blog
• Website
• Slideshare
• Sribd
Webinar
©2011 Third Door Media, Inc.
Example – 1 White Paper
= lots more content for search and social!
• 3 Infographics
• 1 Webinar
• 3 Videos
• 20+ Blog Posts
• Emails/Lead Nurturing
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Content Optimization
3 Rs:
Reorganize
Rewrite
Retire
©2011 Third Door Media, Inc.
HOW DO WE MEASURE SUCCESS?
©2011 Third Door Media, Inc.
Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity
(Days) Lead to
Opp Index
3rd Party Email Blast 9,049 $36 20% 32 0.5
Trade Show 3,786 $36 22% 29 1.8
Trade Show – Virtual 3,125 $18 17% 48 1.0
Paid Webinar 1,971 $71 26% 33 0.7
PPC 1,494 $135 45% 15 1.8
AppExchange 1,128 $41 72% 3 2.4
Content Syndication 881 $69 18% 29 1.2
Social Media 588 $94 33% 16 0.2
Other Paid 1,645 $45 25% 32 0.9
Website/Inbound 5,133 58% 9 1.9
Referral / WOM 564 21% 32 1.4
Sales Prospecting 349 19% 71 3.9
Inbound prospects convert 5X better than paid prospects
©2011 Third Door Media, Inc.
Need to Track All Content Touches Across All Decision Makers
Screenshot: Marketo Revenue Cycle Analytics
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Need to Understand How Content Influences Pipeline
Screenshot: Marketo Revenue Cycle Analytics
First-touch allocation, multi-touch allocation,
investment, volume, etc
©2011 Third Door Media, Inc.
Results
• Leads from content marketing convert 5X faster than paid sources and are more likely to convert to opportunities than most lead sources
• Dramatic growth in social media followers, likes, and friends
• Thought leadership and customer case study interaction by multiple decision makers in almost all deals
• Content not only used for lead acquisition, but to improve nurturing and scoring
©2011 Third Door Media, Inc.
Marketo, Inc. 901 Mariners Island Suite 200 San Mateo, CA 94404
Direct: +1.650.376-2312 Mob: +1.415.710.2008 blog.marketo.com www.marketo.com
Maria Pergolino Sr. Director, Marketing
[email protected] @inboundmarketer @marketo
Contact Me
©2011 Third Door Media, Inc.
Questions?
http://www.Marketo.com
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