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Your Content
Marketing Playlist
Q&A: www.slido.comEvent code: #playlist
SlideShare:Bit.ly/contentplaylist
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Your Content
Marketing Playlist
1. Welcome!
Set List
#1. State of content marketing
#2. Focus areas and strategies
#3. Content marketing metrics
#4. Subject matter experts
#5. Colorado examples
#6. Takeaways
#7. Q&A
Three truths and a lie
88% of B2B marketers in North America
use content marketing.
75% of companies are
increasing content marketing investment
70% of marketers say their organization
is effective at content marketing
55% of B2B marketers say they’re unsure
of what content marketing success
looks like
Sources: stat #1, stat #2, stat #3, stat #4
By the numbers
88% of B2B marketers in North America
use content marketing.
75% of companies are
increasing content marketing investment
30% of marketers say their organization
is effective at content marketing
55% of B2B marketers say they’re unsure
of what content marketing success
looks like
Sources: stat #1, stat #2, stat #3, stat #4
2. Focus areas & Strategies
Building Your Dream Team
WHEN...
do you hire a content
marketer?
WHAT...
do they own?
HOW...
big is the team?
-Growth: 1:8 -Scale: 1:6
WHERE...
do they focus?
-Subject area vs. channel
Do:
● Seek storytellers● Emphasize copyediting
Tip: Create a content charter.
Don’t:
● Prioritize creative writing ● Settle for substitutes
(Prioritize in-house writing staff, esp. B2B)
Building Your Dream Team: Who?
Maintaining Your Blog
Define:
● Purpose of your company blog● Audience (it’s ok if it’s not narrow )● Who will contribute, what that
process will look like ● The way that SEO will drive your
strategy ● How you’ll measure your results
Blog Tips● Stay sane with an editorial calendar ● Be a coach, not a drill sergeant ● Tell a story - use examples
whenever possible ● Link to the next piece of content ● Take your time!
Guide DevelopmentIdeation and Strategy
● Originally developed to answer the broadest questions our customers might have
● We’ve evolved to creating more specific content
● All of them are designed to be sales-focused and educational
Output
● Update the most-downloaded guides yearly
● Focus on content that can be repurposed
● Find topics that pique interest● Provide customers with related
content in follow-up emails
Tip: Have your Guide writer also write your
email copy
Guide Development
To gate or not to gate?
Nurture emails and voice consistency
Guide Challenges and Tips
● Guides and whitepapers don’t need to be novels● Appeal to the expertise of others● Don’t wait for contributors before moving on to the next piece● Acknowledge when something isn’t working● Don’t hesitate to ghostwrite
Creative/Multimedia Content
● How do you define multimedia content?● Multimedia ownership● Deciding on the best fit for your company
MultimediaStrategy
● Our evolution of multimedia content○ Webcast → SlideShare → Video → Podcast○ Gated → Ungated
● Versatility of different channels● Opportunity to stand out
3. Content Metrics
Content Metrics: It’s Tricky!
...but not that tricky!
● Commit to a clear set of goals from the start○ Start with small commitments and add more as you prove out
each
● Be patient, be methodical ● Don’t get caught up in committing too much
● Traffic● MQLs● Conversion● Engagement● SEO
● SEM savings● Amplification● Share of Voice● Retention
Blog Metrics: Don’t Be Vain
● Vanity vs. non-vanity blog metrics● Unique views over total views ● Measure short term, mid and long
term post strength● Track compounding posts ● SEO performance
More Meaningful Metrics
● Dive deeper into your measurement: engagement metrics
Tests and Tips
● Tests to try: banner images, (tasteful) pop ups, top 10 posts...● Tips:
○ Be consistent ○ Don’t be sensitive
Guide Optimization & Tracking
Most valuable metrics for guides:
● Total Monthly Downloads● Net-New Names● Marketing Qualified Leads● Traffic
Defining success:
● Lots of downloads are great, but it’s not everything
● Each metric tracked helps paint the picture of success
Guide Optimization & Tracking
What are the challenges/holes?
Attribution: Just because someone downloads a guide and creates an
account does NOT mean they created an account because of the guide.
What are the workarounds?
Digging into specific accounts: Take the time to look into the activity of accounts to learn more about their
journey from lead to paying customer.
Multimedia Metrics● After you’ve decided what you’ll pursue...
○ Brand awareness - searches, traffic, views, plays, social shares
○ Lead generation - number of form fills, marketing qualified leads
○ Conversions - lead to customer conversion, adoption of new service/product
○ Retention/growth - attendance, usage of product/services, reduced churn
Multimedia Tips
● Start with repurposing existing content to test● Offer a personal touch/show some personality● Imposter syndrome● Everyone started somewhere
4. Subject
Matter
Experts
Sources: stat #1, stat #2, stat #3, stat #4
Buy In Starts at the Top
● Establish a content-first mentality● Content should be a continual conversation● Make your team available
○ Set up editing office hours/coffee sessions○ Be communicative about turnarounds and
expectations—writing is personal!● Emphasize personal brand development● Don’t gamify content generation
Sources: stat #1, stat #2, stat #3, stat #4
Working with SMEs(Obstacles + Tips)
External Internal Industry
5. Colorado Examples
6. Takeaways
Takeaways
Get internal buy-in
Make content a conversation
Something is better than nothing, but quality is still king
Make a decision and stick with it
Keep the future in mind
Your content program starts and ends with your audience
Resources● Bit.ly.com/contentplaylist● Welcome to the Funnel: Proven Tactics to Turn Your Social and
Content Marketing Up to 11 ● Copyblogger blog● Contently blog: The Content Strategist● Content the King of Revenue ● Reports:
○ B2B Content Marketing: 2016 Benchmarks, Budgets, and Trends—North America○ Content Marketing Statistics: The Ultimate List
ToolsDistribution/scheduling: Multimedia:
Tracking:
7. Questions?
The team
Jillian WohlfarthDirector of Content
Kelsey BerniusContent Marketing Manager
Warren DuffSr. Content Marketing Manager
Kate SchmeisserCreative Content Manager
