Content For Lead Generation: The A To Z Guide To Content Strategy, Creation, And Promotion

Page 1 © 2014 Marketo, Inc. #mktgna7on14

Dayna Rothman Sr. Content Marke-ng Manager, Marketo and Author of Lead Genera-on for Dummies @dayroth

66%-90% of the buyer’s journey is complete before that buyer reaches out to a sales person.

68% of consumers spend time reading content from a brand they are interested in.

Content marketing helps your brand stand out.

…and reduces risk for your buyers.

Many marketers think creating great content is an uphill battle.


Your Team.

#RevEngine © 2012 Marketo, Inc. Marketo Proprietary and Confidential

Staffing for Content Creation

•  Get Stakeholder buy-‐in •  Appoint execu7ve editor •  Invest in content creators

•  Content consumers •  Great communicators •  Great project managers


Chief Content Officer/Director of Content

•  Marketo -‐ VP of Product Marke7ng •  Execu7ve leadership •  Responsibili7es could include:

•  Owns story of the business •  Content final approval •  Audience development/influencer rela7ons •  Measurement/business accountability


Managing Editor

•  Content strategy and crea7on •  Vendor coordina7on •  Produc7on •  Scheduling •  Consistency •  SEO •  Publishing •  Blog management


Content Creators

•  Addi7onal team members •  Internal SMEs •  Outsourced writers •  Outsourced design agencies •  Partners, customers, and other thought leaders


Organizational Content Contributors

How do you get the thought leaders in your company to create content? •  Stakeholder /execu7ve support •  Grass roots evangelism •  Training •  Incen7ve programs •  Create a splash!

Content Planning.



Persona Creation and Buyer Journeys


VS.

Content Arcs and Themes

Product Releases New services Trends Hot Topics


Mapping Content

•  Mid Stage Gated? Yes

•  Late Stage Gated? Mostly No

•  Early Stage Gated? No

Lean Content Creation.



Repurpose Content


Repurpose “Big Rock” Content Example

Definitive Guide to MA:

Webinars:

Ebooks:

Infographics:


Videos:

Blogs:


Repurpose Blogs

Blog to Ebook


Rewrite and Redesign

Before After

Promoting Your Content: A Sample Plan


Webinars

•  Expand your reach for a key ebook by offering a webinar

•  Asset: Defini7ve Guide to Social Marke7ng •  Webinar 1: The Defini7ve Guide to Social Marke7ng

Webinar o  Registrants: 2,775 A]endees: 588 o  Recorded Asset: 16,000 views

•  Webinar 2: The ROI of Social Marke7ng o  Registrants: 2,289 A]endees: 568 o  Recorded Asset: 3,000 views


Be Everywhere with Your Asset Art


Website Real-Estate


Blog Promotion


Email Promotion


Social Promotions

•  Facebook Tab: 10,854 Views, 2,680 Form Fill-‐outs •  Facebook Ads: 2620 Downloads •  Twi]er Ads: 1,430 views, 31 Form Fill-‐outs •  SlideShare: 7,641 views, 312 Downloads


Visual Content for Social


Pay-Per-Click


All

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es

Targ

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ed

Enga

ged

Lead Nurturing

Lead Nurturing Plugs the Leak

Building rela?onships with qualified prospects regardless of their ?ming to buy, with the goal of earning their business when they are ready.

Con-

tact

ed

Opportunity

Sale

s Le

ad

MQL SAL

SQL

Marketo Data: • % new Targets not Opp ready: 98% • Target to Opp 7me: 123 days avg • % Slow Leads: 80% • 50% more MQLs at 33% lower cost per lead



7 Key Takeaways

1.  The way buyers buy has changed forever—the way we market and sell must change as well.

2.  Publish/own content to help leads find you. 3.  Inves7ng in the right team is the key to success. 4.  Do more with less by using lean content crea7on 5.  Mul7-‐channel content promo7on will give you biggest

bang for your buck. 6.  Create content for all stages of the buying cycle 7.  Thing big, start small, move quickly!


Marketing

Content For Lead Generation: The A To Z Guide To Content Strategy, Creation, And Promotion