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The was a #CMworld 2014 Recap presentation for SLCSEM in September 2014. Content from this deck was taken by Andrew Davis (@TLPDrew), Jason Miller (@JasonMillerCA) and Mathew Sweezey (@MSweezey). It was then wrapped together and philosophized by me.
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CONTENT MARKETING YOU CAN LIVE BY Content Marketing World 2014 Recap
SCLSEM Event: September 17, 2014
THE MARKETING FUNNEL PROBLEM Presented By Andrew Davis
THE SALES FUNNEL PROCESS
Presented by Andrew Davis -‐ @TPLDrew
FUNNEL 2.0
Presented by Andrew Davis -‐ @TPLDrew
FUNNEL 2.0
Presented by Andrew Davis -‐ @TPLDrew
FUNNEL 2.0
Presented by Andrew Davis -‐ @TPLDrew
THE CUSTOMER JOURNEY
Presented by Andrew Davis -‐ @TPLDrew
IF YOU WANT TO OWN THE CONSUMER JOURNEY, CREATE MOMENTS OF INSPIRATION! - @TPLDREW
Presented by Andrew Davis -‐ @TPLDrew
IF YOU WANT TO OWN THE CONSUMER JOURNEY, CREATE MOMENTS OF INSPIRATION! - @TPLDREW
Presented by Andrew Davis -‐ @TPLDrew
MOI = ROI
THE CUSTOMER JOURNEY
Presented by Andrew Davis -‐ @TPLDrew
MOMENT OF INSPERATION
HIERARCHY OF CONTENT MARKETING NEEDS
HIERARCHY OF CONTENT MARKETING NEEDS
h6p://righ;ntel.com/home/path-‐thought-‐followership-‐thought-‐leadership/
HIERARCHY RELATED TO TRAFFIC
BIG ROCK AND TURKEY SLICES PRESENTED BY JASON A. MILLER
ENTER THE BIG ROCK
6
WHAT IS A BIG ROCK?
8
1 Create the all-encompassing guide to whatever the hell conversation you want to own
MARKETING ON LINKED IN
BIG ROCK BY LINKED IN
Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm
TURN THE BIG ROCK INTO A TURKEY
11
Repurpose Content
Company Pages Sponsored Updates (Turn it up to eleven!)
LinkedIn Groups SlideShare
PODCASTS AND SLIDESHARES
The Sophisticated Marketer’s Guide to LinkedIn
Podcast
SlideShare
Big Rock repurposed into “Turkey Slices”
EBOOKS AND BLOGS
eBooks
Blogs
INFOGRAPHICS
Infographics
WEBINAR AND PHYSICAL BOOK
The Webinar Physical Book
THEN YOU TAKE IT GLOBAL
Take it Global
PROMOTING THE CONTENT
MQL
22
Turkey Slices (Non Gated)
Lead Capture
No Yes
Revenue Sales
SDR Sales Qualified?
BIG ROCK (Gated)
Nurture No Yes
ANY GUESSES ON ROI?
ANY GUESSES ON ROI?
27
18,000% ROI
AND THE TEAM TO CREATE THIS:
29
NURTURING YOUR CONTENT PRESENTED BY MATHEW SWEEZEY
BREAK CONTENT INTO NURTURING STAGES
8"
Marketing Cycle Sales Cycle
3 2 1
Define Stages
STAGES
1. Unidentified Needs
2. Identified Needs
3. Researching Solution
MATCHING CONTENT TO STAGES
14"14"
Stage"1" Stage"2" Stage"3"
• Industry"study"• High8Level"content"to"help"iden?fy"their"need""
• Blog"Posts"
• Case"Studies"• Videos"• Industry8specific"blog"posts"
• Demo"Videos"• Buyers"guide"• Reviews""• Success"Kits"• Comparison"charts"• Customer"Tes?monials"
Content – Call to Action
DO YOU HAVE THE RIGHT CONTENT FOR EACH STAGE?
?
FINDING THE RIGHT CONTENT OPPORTUNITIES
EMPATHY
• Keyword Research based on needs
Empathize with your prospects and customers.
4
Not more content, more relevant content
3 TYPES OF EMPATHY
5
Split into three steps
In business, there are three levels of empathy. The first is "on-demand" empathy, which is the ability to sense what customers want. The second is "solution" empathy, which entails understanding a customer's problem and figuring out how to address it. The third is "transcendent" empathy where you create solutions to problems that customers don't even know that they have. — Geoffrey James, INC
1 On-demand
2 Solution
3 Transcendent
“HOW”+“KEYWORD”
SOOVLE
Search • “how to”+“content marketing”
Suggested Search • how to do content marketing • how to measure content
marketing • how to use content marketing • how to sell content marketing • how to start content marketing • how to create content marketing • how to create content marketing
strategy • how to write content marketing • how to improve content
marketing
SEARCH RESULTS
RETURNING TO THE FUNNEL
RETURNING TO THE FUNNEL
There are numerous companies that have top ;er writers crea;ng keyword op;mized content with no clear iden;fica;on of who the content is for, or what the specific intended outcome is. Or where one content object fits with other content and how they are connected to the customer experience. -‐Lee Odden
THANK YOU!
DAVID MALMBORG
@DAVIDMALMBORG
RECAPS WORTH READING:
• http://www.publishthis.com/10-best-things-content-marketing-world-2014/
• https://www.linkedin.com/pulse/article/20140912180343-5866747-10-important-things-i-learned-about-storytelling-at-content-marketing-world
• http://marketing.linkedin.com/blog/5-profound-takeaways-content-marketing-world/
