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#123webinar | @webmarketing123
October 29th, 2013
Mike TurnerDirector of Business Development
Secrets to BrilliantContent Marketing
#123webinar | @webmarketing123
Are the slides available?
Engage with us on Social:
Get a consultation:Email us at “[email protected]”
@webmarketing123
facebook.com/webmarketing123
webmarketing123
Yes! Just email
Frequently Asked Questions (FAQs)
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About Us
#123webinar | @webmarketing123 4
We are a Full Service
Digital Marketing Agency:
Search Engine Optimization
Paid Search / Display Advertising
Social Media Marketing Top 500 Fastest Growing
Private US Companies
#123webinar | @webmarketing123 5
What sets us apart?
#123webinar | @webmarketing123 6
We deliver on revenue.Not just leads & traffic.
Each campaign includes:Business Research + StrategyCustom Scorecard TrackingAttribution + Data-driven Optimizations
#123webinar | @webmarketing123
Evaluate the 2014 State of Content Marketing.
Assess Your Content Marketing Gap
Win the New Self-Informed Buyer with Content.
Pass the Google Quality Content Test.
Optimize for Revenue with Attribution.
Agenda: 5 Secrets of Successful Content
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#123webinar | @webmarketing123
Evaluate the 2014 State of Content Marketing.
Assess Your Content Marketing Gap
Win the New Self-Informed Buyer with Content.
Pass the Google Quality Content Test.
Optimize for Revenue with Attribution.
Agenda: 5 Secrets of Successful Content
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2
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#123webinar | @webmarketing123
What is Content Marketing?
- It’s a strategy for producing and publishing informationthat builds trust and authority among ideal customers
- It’s a strategy for becoming recognized as a thoughtleader in your industry
- It’s a way to insert your business while prospects are self-educating
#123webinar | @webmarketing123
93% of B2B Marketers use content marketing.
If you’re not already on board, chances are your competitors are ahead.
Why content?
#123webinar | @webmarketing123
Marketers lean on content for multiple objectives.
Brand awareness tops the list.
Leaders of the pack cite lead generation as a primary goal.
But…
#123webinar | @webmarketing123
Marketers have turned their attention to revenue.
- Webmarketing123, 2014 State of Digital Marketing Report
Ranked as the #1goal for B2C and #2 goal for B2B
this year, revenueis getting more attention than ever before.
What content marketing tactics are they using?
#123webinar | @webmarketing123
That’s pretty complicated.
Marketers use an average of 13 content marketing tactics.
#123webinar | @webmarketing123
Yet, nearly half don’t have a plan.
49% of B2B
Marketers do not have a documented content strategy.
Still…
#123webinar | @webmarketing123
Over half plan to increase spend next year.
58% of B2B marketers will increase their content marketing budget.
On average, 30% of B2B marketing budgets are dedicated to content.
#123webinar | @webmarketing123
Here are the top performers.
How do you stack up?
#123webinar | @webmarketing123
Evaluate the 2014 State of Content Marketing.
Assess Your Content Marketing Gap
Win the New Self-Informed Buyer with Content.
Pass the Google Quality Content Test.
Optimize for Revenue with Attribution.
Agenda: 5 Secrets of Successful Content
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2
3
4
5
#123webinar | @webmarketing123
Calculate Your Content Gap in 4 Steps:
1 2 3 4Define buyer
personas.
Identify your content need in terms of
topics.
Tailor content to stage of the
funnel.
Create a content
calendar.
#123webinar | @webmarketing123
Identify your content need in terms of topics.1
Let’s use an insurance company as an example.
You have 10 topics out of a possible 30 covered.
19
e.g. life insurancepet insurance, healthinsurance
#123webinar | @webmarketing123
Define all buyer personas.
20
All of this boils down to 2 MAJOR CMO Challenges:
2Make Content for your target.
Value Buyer
Risk BuyerIndustry-
Specific Buyer
20 topics
3 personas
60 Content Pieces
So far…
#123webinar | @webmarketing123
Tailor content for each stage of the funnel.
21
All of this boils down to 2 MAJOR CMO Challenges:
3Craft content for each buying phase.
60 pieces
3 stages
180 Content Pieces
How do I track 180 pieces?
#123webinar | @webmarketing123
Stay on track with a content calendar.
22
4Use the content calendar to assign ownership.
Remember: This is JUSTenough content to cover your bases. Stay organized & keep moving!
#123webinar | @webmarketing123
Evaluate the 2014 State of Content Marketing.
Assess Your Content Marketing Gap
Win the New Self-Informed Buyer with Content.
Pass the Google Quality Content Test.
Optimize for Revenue with Attribution.
Agenda: 5 Secrets of Successful Content
1
2
3
4
5
#123webinar | @webmarketing123 24
Successful content marketers
Master 3 Major Challenges:
Winning the new self-informed
buyer.
Taming the Google zoo.
Optimizing for revenue.
#123webinar | @webmarketing123 25
Then Now
Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010
Winning the New B2B BuyerIncreasing Funnel Complexity.
#123webinar | @webmarketing123 26
Buyers are moving 60%of the way through the sales funnel before they engage with sales reps.
Source: Corporate Executive Board, The Most Important Number in Marketing, Aug. 2011
Winning the New B2B BuyerShift in the Purchasing Process.
#123webinar | @webmarketing123
Your content needs to do the selling for you.
27
Contacts sales rep directly.
Google searches services.
Reads peer reviews.
Sees competitor display ads.
Discovers blog covering vendor differentiators.
2/3 of the customer journey is completed BEFORE they’re on your radar.
Winning the New B2B BuyerShift in the Purchasing Process.
#123webinar | @webmarketing123
You need content for all buyer stages.This boils down to 3 content goals.
Awareness
Purchase
Consideration
David Skok, http://www.forentrepreneurs.com/buying-cycle-and-triggers/
Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010
#123webinar | @webmarketing123
Consideration PurchaseAwareness
You need content for all buyer stages.
David Skok, http://www.forentrepreneurs.com/buying-cycle-and-triggers/
#123webinar | @webmarketing123
Consideration Purchase
• Blog posts• Social posts• Videos• Infographics
Awareness
• eBooks• Reports• Webinars• How-to-
Guides
• White papers• Case studies• Demo videos• Product
comparisons
Is your content advancing the buyers journey?
#123webinar | @webmarketing123
Evaluate the 2014 State of Content Marketing.
Assess Your Content Marketing Gap
Win the New Self-Informed Buyer with Content.
Pass the Google Quality Content Test.
Optimize for Revenue with Attribution.
Agenda: 5 Secrets of Successful Content
1
2
3
4
5
#123webinar | @webmarketing123
4 Billion Searches on Google Every Day
~90% of Clicks* Happen on the 1st Page of Search Results
60% of Clicks are on Top 3 Results
*Brandsofttech, Cornell
*Cornell
*Moz
Customers use search to find content.
#123webinar | @webmarketing123
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Google updates 500+ times a year
in pursuit of the same goal:
Providing the end-user with
quality content.
Here’s how to tame the Google zoo.
Boost rankings with great content.
#123webinar | @webmarketing123
Quality Content – Create unique, fresh, & frequent content. Factors
like length, & relevance play a role, too.
Site Metrics – Optimize the UX. Improve time on site, bounce rate,
load time, etc.
Authority & Verification – Claim original content with authorship
markup.
What do the Google animals care about?
#123webinar | @webmarketing123
Don’t be intimidated by the zoo.
#123webinar | @webmarketing123
Brands that embrace content marketing & evolve their approach to SEO will emerge on top.
#123webinar | @webmarketing123
Prioritize content creation.Build a long-term, quality SEO strategy that will protect you from future updates.
#123webinar | @webmarketing123
Consider site thematic structure.
Thematically group pages around keywords.
Create quality content within each section that relate to larger keyword themes.
Link pages within the same groups to further strengthen theme of website.
Mobile
Enterprise
SMB
Other Relevant Internal Pages
MobileSMB Enterprise
#123webinar | @webmarketing123
Syndicate diversified content to garner inbound links and add to overall SEO value.
Press Releases &Media Coverage
Relevant Industry Directories
Online Forums(Quora, etc.)
Blogger Outreach
Content Syndication
Video
Social Media
#123webinar | @webmarketing123
Evaluate the 2014 State of Content Marketing.
Assess Your Content Marketing Gap
Win the New Self-Informed Buyer with Content.
Pass the Google Quality Content Test.
Optimize for Revenue with Attribution.
Agenda: 5 Secrets of Successful Content
1
2
3
4
5
#123webinar | @webmarketing123 41
Can you evaluate content on revenue?Proliferation of new digital channels makes it tough.
- Webmarketing123, 2014 State of Digital Marketing Report
1 in 4 marketers don’t know which channel delivers the highest quality leads.
1 in 3 marketers don’t know which channel generates the most revenue.
#123webinar | @webmarketing123 42
All of this boils down to 2 MAJOR CMO Challenges:
“2/3 of CMOs will be held accountable for ROIby 2015. But, HALF feel insufficiently prepared to provide hard numbers.”
- IBM 2013 CMO Study
Here’s why you need to start.
#123webinar | @webmarketing123
Refine budget allocation based on which topics generate revenue instead of just leads or conversions.
$85,000
$60,000
$275,000
$ $
$
$ $ $
CampaignRevenue
OpportunityAllocation
$
Content topic A
Content topic B
Content topic C
Focus on content that drives revenue.
#123webinar | @webmarketing123 44
Attribution Before Secure SearchAttribute specific keywords to revenue in your CRM.
#123webinar | @webmarketing123 45
Attribution After Secure Search:
Tie landing page conversions to revenue in CRM & attribute to mapped keywords.
You MUST map
keywords!
#123webinar | @webmarketing123 46
Ace content marketing with
4 Key Takeaways:
Assess your content gap.
Win the self-informed buyer.
Tame the Google zoo with quality content.
Close the loop & optimize for revenue.
#123webinar | @webmarketing123 47
Safeguard your rankings from future updates.
Email [email protected] or call 800.619.1570
THANK YOU
Mike TurnerDirector of Business Development
Reach out for a copy of our content analysis framework.
Or, sign up for a
complimentary
consultation!