Session sponsored by

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Content Marketing for Demand Generation ROI: Create, Track, and Optimize Your Content Strategy

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Questions / ON24 Logistics

• Download this white paper.• View our podcast.• Take our assessment• …

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Follow this webinar on Twitter

#LLCseriesDemand Gen Report: @DG_Report

Captora: @Captora

Dayna Rothman: @dayroth

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About Demand Gen Report

@DG_Reporthttp://linkd.in/DG_Specialists

• Launched in 2007 to track best practices in lead generation

• Newsletter has grown to more than 26,000 readers

• We also offer a menu of research and best practices reports

• New audio/video podcasts at DemandGenReport.com

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Panelists

Dayna Rothman,Director of Content Marketing,

Captora

Andrew Gaffney, Publisher,

Demand Gen Report

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The Power of Natural Language Processing

Identify new campaign and conversion opportunities

Repurpose existing content to create new campaigns

across channels

Continually optimize campaign to maximize

conversion

[1] Opportunity

Analyzer

[2]Content-Driven

Execution

[3]Always-On

Optimization

Discover, engage and convert new buyers by intelligently and automatically scaling content-driven campaigns across multiple channels

What Sets Captora Apart?

Today’s Shifting Buyers

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The buying process has changed. No longer is sales the first contact a buyer has with your company.

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And your buyers have changed. They live in a multi-device, multi-channel world.

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The abundance of information is astounding.

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And information abundance = attention scarcity.

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Content is king (and queen).

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You can (and should) use your content to generate leads.

Scaling Your Content Production Efforts

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Chief Content Officer Managing Editor

Content Specialist Outsourced Team

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The turkey dinner analogy for content optimization.

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REPURPOSE CONTENT

Content Promotion for Lead Generation.

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Website homepage for optimal placement.

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Content Resources Center for content merchandising.

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Always write a blog to promote your content.

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Don’t forget about social media real estate.

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Make your content interactive and dynamic.

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Send an email out to your database and send sponsored emails!

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Create Capture Sites in Captora to help you rank, promote your asset, and convert visitors.

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First page of Google search results.

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Create custom images for social promotion.

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Mix paid with your organic social promotion for optimal lift.

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all your leads.

Content ROI

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Define your goals.

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• Standard ebook 5-10 pages: $4000

• Large ebook 30-60 pages: $6500

• Cheatsheet/onepager: $500• Slide deck: $7500• Writing services (monthly):

$2500• Managing editor yearly salary:

$60,000 - $100,000 per year• Director of Content/Chief

Content Officer yearly salary: $150,000 - $200,000 per year

Sample content budget.

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What content are leads downloading?

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Are you getting more known or new names in your database?

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Calculate cost per lead

Content Piece Investment Leads $ Per Leads

Ebook 1 $4500 200 $23

Slide deck $6500 100 $65

Analyst Report

$15,000 700 $21

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Content score can help you benchmark.

You Competitors

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Traffic and conversions are key.

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Social sharing to track virility and stickiness.

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Track content performance in programs.

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First touch and multi-touch attribution is key to determine revenue and pipeline generated by content.

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Multi-touch ratio is the golden ratio.

Content Investment FT Pipe MT Pipe MT Ratio

Ebook 1 $4500 $10,000 $52,000 11.5

Ebook 2 $4500 $5,000 $126,000 28

Slide deck $6500 $12,000 $20,000 3.0

MT Ratio = MT Pipe/Investment

*Ratios above 10 are good, above 7 are OK, and less than 5 not good

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Is sales using your content during the sales cycle?

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Closing your content gaps.

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Check out Our Content Marketing ScorecardGo to bit.ly/contentscore

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What do you get?bit.ly/contentscore

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Q&A // Panelists

Dayna Rothman,Director of Content Marketing,

Captora

Andrew Gaffney, Publisher,

Demand Gen Report

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Thanks for attending this webinar!

Download and view this presentation at:

http://dg-r.co/xxx