Content Marketing Strategy You Can Live By - SLCSEM Sept 2014

CONTENT MARKETING YOU CAN LIVE BY Content Marketing World 2014 Recap

SCLSEM Event: September 17, 2014

THE MARKETING FUNNEL PROBLEM Presented By Andrew Davis

THE SALES FUNNEL PROCESS

Presented  by  Andrew  Davis  -­‐  @TPLDrew    

FUNNEL 2.0

Presented  by  Andrew  Davis  -­‐  @TPLDrew    

FUNNEL 2.0

Presented  by  Andrew  Davis  -­‐  @TPLDrew    

FUNNEL 2.0

Presented  by  Andrew  Davis  -­‐  @TPLDrew    

THE CUSTOMER JOURNEY

Presented  by  Andrew  Davis  -­‐  @TPLDrew    

IF YOU WANT TO OWN THE CONSUMER JOURNEY, CREATE MOMENTS OF INSPIRATION! - @TPLDREW

Presented  by  Andrew  Davis  -­‐  @TPLDrew    

IF YOU WANT TO OWN THE CONSUMER JOURNEY, CREATE MOMENTS OF INSPIRATION! - @TPLDREW

Presented  by  Andrew  Davis  -­‐  @TPLDrew    

MOI  =  ROI  

THE CUSTOMER JOURNEY

Presented  by  Andrew  Davis  -­‐  @TPLDrew    

MOMENT OF INSPERATION

HIERARCHY OF CONTENT MARKETING NEEDS

HIERARCHY OF CONTENT MARKETING NEEDS

h6p://righ;ntel.com/home/path-­‐thought-­‐followership-­‐thought-­‐leadership/  

HIERARCHY RELATED TO TRAFFIC

BIG ROCK AND TURKEY SLICES PRESENTED BY JASON A. MILLER

ENTER THE BIG ROCK

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WHAT IS A BIG ROCK?

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1 Create the all-encompassing guide to whatever the hell conversation you want to own

MARKETING ON LINKED IN

BIG ROCK BY LINKED IN

Download  the  Sophisticated  Marketer’s  Guide  to  LinkedIn: http://lnkd.in/sgm

TURN THE BIG ROCK INTO A TURKEY

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Repurpose Content

Company Pages Sponsored Updates (Turn it up to eleven!)

LinkedIn Groups SlideShare

PODCASTS AND SLIDESHARES

The  Sophisticated  Marketer’s  Guide  to  LinkedIn

Podcast

SlideShare

Big Rock repurposed into  “Turkey  Slices”

EBOOKS AND BLOGS

eBooks

Blogs

INFOGRAPHICS

Infographics

WEBINAR AND PHYSICAL BOOK

The Webinar Physical Book

THEN YOU TAKE IT GLOBAL

Take it Global

PROMOTING THE CONTENT

MQL

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Turkey Slices (Non Gated)

Lead Capture

No Yes

Revenue Sales

SDR Sales Qualified?

BIG ROCK (Gated)

Nurture No Yes

ANY GUESSES ON ROI?

ANY GUESSES ON ROI?

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18,000% ROI

AND THE TEAM TO CREATE THIS:

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NURTURING YOUR CONTENT PRESENTED BY MATHEW SWEEZEY

BREAK CONTENT INTO NURTURING STAGES

8"

Marketing Cycle Sales Cycle

3 2 1

Define Stages

STAGES

1.  Unidentified Needs

2.  Identified Needs

3.  Researching Solution

MATCHING CONTENT TO STAGES

14"14"

Stage"1" Stage"2" Stage"3"

•  Industry"study"•  High8Level"content"to"help"iden?fy"their"need""

•  Blog"Posts"

•  Case"Studies"•  Videos"•  Industry8specific"blog"posts"

•  Demo"Videos"•  Buyers"guide"•  Reviews""•  Success"Kits"•  Comparison"charts"•  Customer"Tes?monials"

Content – Call to Action

DO YOU HAVE THE RIGHT CONTENT FOR EACH STAGE?

?

FINDING THE RIGHT CONTENT OPPORTUNITIES

EMPATHY

•  Keyword Research based on needs

Empathize with your prospects and customers.

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Not more content, more relevant content

3 TYPES OF EMPATHY

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Split into three steps

In business, there are three levels of empathy. The first is "on-demand" empathy, which is the ability to sense what customers want. The second is "solution" empathy, which entails understanding a customer's problem and figuring out how to address it. The third is "transcendent" empathy where you create solutions to problems that customers don't even know that they have. — Geoffrey James, INC

1 On-demand

2 Solution

3 Transcendent

“HOW”+“KEYWORD”

SOOVLE

Search •  “how to”+“content marketing”

Suggested Search •  how to do content marketing •  how to measure content

marketing •  how to use content marketing •  how to sell content marketing •  how to start content marketing •  how to create content marketing •  how to create content marketing

strategy •  how to write content marketing •  how to improve content

marketing

SEARCH RESULTS

RETURNING TO THE FUNNEL

RETURNING TO THE FUNNEL

                   There  are  numerous  companies  that  have  top  ;er  writers  crea;ng  keyword  op;mized  content  with  no  clear  iden;fica;on  of  who  the  content  is  for,  or  what  the  specific  intended  outcome  is.  Or  where  one  content  object  fits  with  other  content  and  how  they  are  connected  to  the  customer  experience.    -­‐Lee  Odden    

THANK YOU!

DAVID MALMBORG

@DAVIDMALMBORG

RECAPS WORTH READING:

•  http://www.publishthis.com/10-best-things-content-marketing-world-2014/

•  https://www.linkedin.com/pulse/article/20140912180343-5866747-10-important-things-i-learned-about-storytelling-at-content-marketing-world

•  http://marketing.linkedin.com/blog/5-profound-takeaways-content-marketing-world/