7 Lessons From Our Content Marketing Journey

Aashish Dhamdhere @dhamdhere

1. ALIGN WITH BUSINESS GOALS

@dhamdhere

Innovators

Early Adopters

Early Majority

Late Majority

Laggards

0%

10%

20%

30%

40%

50%

% o

f the

mar

ket r

unni

ng IT

as a

bus

ines

s

Time

12.5%

30% 35%

2.5% 20%

2. UNDERSTAND THE AUDIENCE

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3. STORIES: B2ME, NOT B2B

@dhamdhere

Relevant Interesting Useful

Context

Narrative

Stories

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4. WRITE ONCE, SELL MANY TIMES

Survey-based Research

Conducted in Partnership with

Forrester.

Chopped up and syndicated through

blog posts.

Merchandize through:

• Search• Social• Guaranteed Lead-

gen Programs

Hero Asset Syndicate Distribute

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5. GROW WITH THE TEAM

Design

Design

VideoContent

6. BE SCIENTIFIC

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1. Reach2. Velocity3. Conversion

s4. Value5. ROI

Plan Test Measure

7. SHARE THE GOOD NEWS!

Q1 Q2 Q3 Q4 Jan-140%5%

10%15%20%25%30%35%40%45%50%

10.5%14.0%

27.1%30.5%

47.1%

@dhamdhere

Content Marketing-influenced SAL Contribution %