Download pdf - 10 Steps to Becoming a Performance-Driven Content Marketer

10 Steps to Becoming a Performance-‐Driven Content Marketer

presented by paul roetzer (@paulroetzer)

CEO | PR 20/20

20 November 2014

go beyond storytelling great content answers quesHons, inspires, and mo/vates audiences to take ac/on

@paulroetzer www.pr2020.com

1) align expecta/ons and poten/al.


generate leads86%

85% convert sales

build brand46%

51% increase loyalty

brand

leads

sales

loyalty

Source: PR 20/20’s 2014 Marke5ng Score Report

high-‐priority goals


2) commit to core strength.


content markeHng

build editorial strategies. develop and acHvate distribu/on plans. create effecHve copywri/ng that is buyer-‐persona focused, opHmized, technically sound and results driven. tell your brand story. integrate content into social, search, PR, lead nurturing and customer loyalty strategies.


data analysis

!

idenHfy top KPIs, and report the metrics that maTer.

turn data into ac/onable intelligence. uncover anomalies, trends and opportuni/es. adjust strategies based on data, in real-‐Hme. He acHviHes to performance and boTom-‐line results.


6 classes, 43 categories, 947 companies

3) integrate at all costs.


Subscribers, fans, followers, leads, and customers choose when and where to interact with your brand.

They do not differen/ate between markeHng departments and channels.


analyHcs automaHon coding CONTENT digital ads email mobile public relaHons search social tech websource: Altimeter’s The Converged Media Imperative

the new marke/ng mix


http://www.slideshare.net/Altimeter/the-converged-media-imperative

http://www.slideshare.net/Altimeter/the-converged-media-imperative

4) take a full-‐funnel approach.


sample KPIs

website traffic social reach subscribers

lead volume lead quality score

lead-‐to-‐sale conversion rates cost of customer acquisi/on (COCA)

customer life/me value (CLV) customer reten/on rates recurring revenue

brand

leads

sales

loyalty


hUp://bit.ly/performance-‐pack

hUp://bit.ly/performance-‐pack

10x increase in

monthly web traffic

13% overall landing page conversion rate

hTp://www.hubspot.com/customers/colt-‐internaHonal

5) balance builders and drivers.


blogging martech stack media relaHons search engine opHmizaHon social engagement website

builders are recurring campaigns designed to create and expand assets


lead nurturing original research reports persona-‐based lead gen referrals retargeHng ads website conversion opHmizaHon

image: Pedro Moura Pinheiro

drivers are campaigns designed to capitalize on exisHng assets to accelerate success


http://www.flickr.com/photos/56044438@N00/2239658575/in/photolist-4pUQt2-4rQ2eT-4rQ2sg-4sSKkg-4v7yXc-4x2VzV-4y8wVk-4zXRzc-4BfPAU-4CCXqF-4D2Z4G-4EFuGM-4N1p8K-4NGiSs-4RASZu-4SiZ5p-4TGrgb-4WQUrU-53CS42-551ogD-5cqDaq-5f5tFU-5gHxon-5huNtv-5jMJ5W-5ot3TH-5pA9X5-5tDKNe-5vPuQY-5xpfmC-5xyACf-5yoD2z-5Dw7mX-5E7MwM-5Eooob-5FtwbM-5FMM3L-5J22Wo-5U2MHh-5XsdTM-62g69D-63CC1n-6569vt-65kSNC-68v8kn-69aWuJ-69WyZ9-6fcLF2-6fvNVs-6fW4xc-6jTWLT

1,200+ online leads

250+ markeHng qualified leads

100+ kitchens solds

a[er 8 months

6) personalize the customer journey.


the customer journey is personal and in perpetual mo/on


Define FoundaHon Projects

blog posts podcasts website video email

webinars mobile apps

tailored markeHng through a deep understanding of buyer persona needs + the ability to deliver personalized messages

Image: HubSpot

we have entered the age content, context and the customer experience


7) measure everything.


data > intelligence > acHon > outcomes


markeHng dashboards that report ac/vi/es rather than business outcomes

are a major cause of the disconnect between marketers and the C-‐suite.

!

source: ITSMA, VisionEdge and Forrester


http://www.itsma.com/news/findings-from-the-2013-joint-forrester-itsma-and-visionedge-marketing-survey/

Source: HubSpot

keep score of what maTers


http://knowledge.hubspot.com/getting-started-with-hubspot/how-to-analyze-a-campaign-in-hubspot

8) embrace agility.



always be activating


9) be remarkable and different.


Define FoundaHon Projects

create more value, for more people, more o`en, so when it’s Hme to choose,

they choose you

new marketing imperative

10) move your markeHng forward.


“78 % of execuHves and managers indicated that digital transformaHon will be criHcal to their organizaHons within the next two years, yet 63% felt the pace of change in their organiza/ons was too slow. The most frequently cited

obstacle was “lack of urgency.”

—MIT Sloan Management Review and Capgemini ConsulHng


success is one of the greatest impediments to progress


a case study in performance-‐driven content markeHng


The organizaHon sought to infuse its sales pipeline with new leads, segment and priori/ze its exisHng lead database of 10,000+ contacts, drive short-‐term sales conversions through its web store, and idenHfy larger-‐scale enterprise sales opportuni/es.



• integrated strategy • database segmentaHon • lead-‐scoring system • survey • premium content assets • landing page • smart lead forms • a/b tesHng (email and landing page) • social sharing • email workflows • sales integraHon • website CTAs • media pitches • analyHcs


• 1,980+ survey responses • 2,470+ ebook downloads • 1,720+ new contacts • 2,490+ web store leads • 1,170+ enterprise sale opportuni/es


1) align expecta/ons and poten/al. 2) commit to core strength. 3) integrate at all costs. 4) take a full-‐funnel approach. 5) balance builders and drivers. 6) personalize the customer journey. 7) measure everything. 8) embrace agility. 9) be remarkable and different. 10)move your markeHng forward.

http://performance.pr2020.com

http://performance.pr2020.com

paul roetzer, @paulroetzer !CEO | PR 20/20 author | The Marke5ng Performance Blueprint (Wiley, 2014) & The Marke5ng Agency Blueprint (Wiley, 2012) creator | MarkeHng Score & MarkeHng Agency Insider

www.pr2020.com