How to Kick-start Your Content Marketing Strategy

Content Marketing 1.0

Content marketing can have a dramatic business effect.

“Content marketing is the only marketing left.” - Seth Godin

Content marketing has become a focal point of modern marketing

1.7

4.4

4.8

5.5

5.7

9.2

9.3

11.1

11.1

12.7

24.6

Native advertising

Video

Internet of things

Programmatic

Experiential marketing

Mobile

Personalisation

Social media

Marketing automation

Data & analytics

Content marketing

ClickZ’s 2016 Digital Trends Report TopRank Marketing 2016 Digital Priorities

The most significant digital marketing trend for

your company in 2016?

Top digital marketing tactics for 2016

80% Content Marketing

60% Email Marketing

50% SEO

Online Advertising 50%

35% Social Media Marketing

25% Influencer Marketing

Answer choices Percentage (%)

But why do businesses need a content

marketing strategy?

Builds your

brand

When content marketing is delivered to exactly the right

demographic and the most relevant time, you have an

ideal opportunity to alter their perception of your brand.

Drives

Revenue

Content marketing provides a controlled and portable

shop window for companies to sell products to their

customers.

“Over 50% of content marketing consumers say it has a positive impact upon

purchase decisions.”

CMA Research

Retains

Customers

By offering both entertainment and information, content

marketing rewards the customer with engaging editorial

while keeping them updated on new products and

services.

Engage

Customers

Long Term

By creating a regular dialogue with your audience, you

can open a line of communication that gives a constant

stream of feedback you can use to improve your service

and keep your customers happy.

Laying a solid foundation for your content

marketing strategy

The goal.

To create a world class global content engine that fuels

demand generation, increases brand awareness,

and drives thought leadership.

The objectives.

• Increase X% MQLs driven by content

• Increase referral traffic by X% by Y Date

• Increase direct traffic by X% by Y Date

• Increase blog subscribers by X% by Y date

The strategy.

Create helpful, relevant content and deliver it to the

right person at the right time.

The tactics.

"What are the actions you take that cause the strategy to work? What are the events

and interactions that, when taken together, comprise your strategy?”

Seth Godin

• Company Page / Showcase Page Updates

• Sponsored Content

• Blogging

• Customer Stories

• Email Marketing

• InMail

• SlideShare

• Keyword Research

• PPC

• Twitter

• Podcasts

• Newsletters

• Video

• Webinars

• Infographics

• Influencer Content

• Publishing on LinkedIn

Mapping content to the buyers journey

Early Stage Thought leadership and

enjoyable content to build

brand, awareness, and desire

Blog, e-books, research data,

funny videos, curated lists,

infographics, webinars

Mostly

yes

Gated

Middle Stage Tools that help buyers find

you when they are looking

for solutions

Buying guides, RFP templates,

ROI calculators, 3rd party

analyst reports

Yes

Late Stage Company-specific

information to help evaluate

and reaffirm selection

Pricing, demos, services

information, 3rd party reviews,

customer case studies

Mostly

No

Funnel Stage Content Type

The alignment.

• Demand Gen

• SEO

• PR

• Agency Partners

• Product Marketing

How to squeeze the most out of your

remarkable content

Ann Handley’s Formula

Useful x Enjoyable x Inspired = Innovative Content

Three ways to create a big rock

Keyword Research (From the Ground Up)

Find a Theme in Existing Content

Flip Bottom Funnel Content to Top (Turning Customer Stories / Case Studies into Top of Funnel

Content)

Repurpose content like leftover turkey

Use turkey slices to fuel your content hubs

Company Pages Sponsored Content (Turn it up to eleven!)

LinkedIn Groups SlideShare

The big rock

Repurpose, repurpose, then repurpose some more

Infographics

SlideShare

Physical book

Mobile download

Podcasts

Influencer blog

Blog content

Webinars

Then repurpose some more

For Agencies Webinars Ask LMS

Mann Vs Funnel Creative Effectiveness What’s Not on Your LinkedIn Profile

Take it global

Leveraging Global Content

• Get the source files (AI/PSD)

• Send to local translator

• Plug in local modules

• Use agency to localize creative

Leveraging Global Content

Regional Content Generation

Regional Content Generation

Global Blog

Big Rock content

Product demos

Content Owners

Regional

Local Research

Case studies

Local thought leadership

Geo Content Type

Global content team

Regional content team

Local field marketing

Localised ebooks

Regional thought leadership

Webinars

Proven tactics for effective distribution of

your content

Paid Media

Amplification

Social Media

Advertising

Native

Advertising

Paid Content

Discovery

Services

PPC

Display /

Retargeting

Amplification

Blogging

Influencer

Outreach

PR

SEO

Word of

Mouth

Referrals

Earned Media

Amplification

Owned Media

Website /

Resource

Center

Mobile

Apps

Employee

Advocacy

What does success look like?

Infographic

Podcast Blog post

Webinar

Turkey slices

(Non gated)

Video

Big rock (Gated)

Lead capture

No

Yes

No

Nurture

Sales

SDR Sales Qualified? MQL

Revenue

SlideShare

Yes

The results out of the gate

34%

32%

15%

9%

6% 4%

Email Blog InMail Direct/SEO Other Display

64%

7%

7%

7%

6%

United States

Netherlands

India Canada

Australia UK Germany

New Zealand

2%

1%

1%

18,000%

ROI

“Content marketing is the only marketing left.” - Seth Godin

Q&A

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