content marketing success with search and social optimization

©2011 Third Door Media, Inc.

Content Marketing Success with Search and Social Optimization

Tuesday, November 1, 2011

Speaker:

Maria Pergolino, Marketo

©2011 Third Door Media, Inc.

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Maria Pergolino, Marketo

Director of Marketing at Marketo, where she specializes in demand generation, inbound marketing, and campaign optimization.

She is the author of the most successful social media book created specifically for B2B Marketers, The Definitive Guide to B2B Social Media, and has also written for many marketing blogs, Marketo's popular blog, Modern B2B Marketing.

She is a frequent speaker at marketing industry events.

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Content Marketing is Growing

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BUT WHY? AND HOW DOES IT APPLY TO SEARCH AND SOCIAL?

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Risk and Branding in B2B

Fear Trust

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SEO

Social

Offers

Scoring

Popular Blogs Definitive Guides Resource Center Marketo TV Webinars

Other Benefits of Content Marketing

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What is Content?

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Types of Content

• Reference Guides

• Resource Libraries

• RSS/XML Feeds

• Surveys

• Radio/TV/Web TV

• Videos

• Webinars/Webcasts

• White Papers

• Widgets

• Workbook

• Articles

• Blog Posts

• Books/eBooks

• Brochures

• Case Studies

• Demos

• Email

• Free trials

• Images

• Information Guides

• Live Streamed Events

• Manuals

• Microsites/Web Pages

• Online Courses

• Podcasts/Videocasts

• Presentations

• Press Releases

• Product Data Sheets

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Content Consumption

Source: Techtarget + Google

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1. Non Promotional

2. Relevant to Reader

3. Closes a Gap

4. Well-Written

5. Relevant to Your Company

6. Gives Proof

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Good content is not enough

Promotion, Promotion, Promotion

• Email + Lead Nurturing

• Social Media

• Content Syndication

• Press

• Search Engine Marketing

• Website

• Sponsorships

• Events

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When To Ask For Registration? Example: SiriusDecisions

Early Stage Thought leadership and best practices to build brand and awareness

Middle Stage Buyers guides, RFP templates and industry information to help structure research

Late Stage Company-specific information to help evaluate and reaffirm selection

Six: Making the Selection

Five: Justifying the Decision

Four: Committing to a Solution

Three: Exploring the Possible Solutions

Two: Committing to Change

One: Loosening of the Status Quo

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Forms: Ask Only What You Really Need

Short Form (5 fields)

Conversion rate: 13.4%

Cost per: $31.24

Medium Form (7 fields)

Conversion rate: 12.0%

Cost per: $34.94

Long Form (9 fields)

Conversion rate: 10.0%

Cost per: $41.90

©2011 Third Door Media, Inc.

Content Mapping

A

B

C

D

1 2 3 Stages

CONTENT

1. Map your existing content

2. Blank cells determine your content roadmap

3. Short content is good! (YouTube approach)

4. Test and optimize

5. Start small, think big and adapt quickly

BUYING STAGES

• Early (Pre-MQL)

• Mid (MQL)

• Late (Opportunity)

• Customer

BUYING PROFILES

• Industry: 82%

• Role: 67%

• Company Size: 49%

• Geography: 29%

©2011 Third Door Media, Inc.

Content Library

• Use for easy reference

• Note created date

• Label by role, category, gated, author, etc.

• Keep track of copyrights or other dated info

• If 1000’s of assets consider a more formal system

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Content Optimized for Search

Plus:

• Keywords

• Meta Descriptions

• Title Tags

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Content Optimized for Social

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Social Sharing: Customized E-mails and Landing Pages

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Sample Scoring Rules • Demographics:

– 30 points based on manual Prospect review

– 0-8 points based on title

– -20 to 0 based on inferred country

• Source and Offer:

– Website lead source: + 5

– Thought leadership offer: -5

• Latent Buying Behavior:

– Attend webinar: +5

– Download thought leadership: +3

– Visit any webpage : +1

– Visit careers pages: -10

• Active Buying Behavior:

– Install AppExchange app: +15

– Download Marketo reviews: +12

– Visit website 2X in one week: +8

– Download buyers guides: +8

– Watch demos: +5 each

– Search for “Marketo”: +5

– Visit pricing pages: +5

• No activity in one month:

– Score > 30: -15 points

– Score 0 to 30: -5 points

©2011 Third Door Media, Inc.

Repurposing Content Example

• Use all types for

nurturing and

scoring

• Use all types to

drive traffic to

your website and

in social media

promotions

ARTICLE

WHITEPAPER

SLIDES

VIDEO CLIP

PODCAST

• Website

• iTunes

• Website

• Youtube

• Website

• Slide Share

• Website

• Blog

• Guest Blog

• Website

• Slideshare

• Sribd

Webinar

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Example – 1 White Paper

= lots more content for search and social!

• 3 Infographics

• 1 Webinar

• 3 Videos

• 20+ Blog Posts

• Emails/Lead Nurturing

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Content Optimization

3 Rs:

Reorganize

Rewrite

Retire

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HOW DO WE MEASURE SUCCESS?

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Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity

(Days) Lead to

Opp Index

3rd Party Email Blast 9,049 $36 20% 32 0.5

Trade Show 3,786 $36 22% 29 1.8

Trade Show – Virtual 3,125 $18 17% 48 1.0

Paid Webinar 1,971 $71 26% 33 0.7

PPC 1,494 $135 45% 15 1.8

AppExchange 1,128 $41 72% 3 2.4

Content Syndication 881 $69 18% 29 1.2

Social Media 588 $94 33% 16 0.2

Other Paid 1,645 $45 25% 32 0.9

Website/Inbound 5,133 58% 9 1.9

Referral / WOM 564 21% 32 1.4

Sales Prospecting 349 19% 71 3.9

Inbound prospects convert 5X better than paid prospects

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Need to Track All Content Touches Across All Decision Makers

Screenshot: Marketo Revenue Cycle Analytics

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Need to Understand How Content Influences Pipeline

Screenshot: Marketo Revenue Cycle Analytics

First-touch allocation, multi-touch allocation,

investment, volume, etc

©2011 Third Door Media, Inc.

Results

• Leads from content marketing convert 5X faster than paid sources and are more likely to convert to opportunities than most lead sources

• Dramatic growth in social media followers, likes, and friends

• Thought leadership and customer case study interaction by multiple decision makers in almost all deals

• Content not only used for lead acquisition, but to improve nurturing and scoring

©2011 Third Door Media, Inc.

Marketo, Inc. 901 Mariners Island Suite 200 San Mateo, CA 94404

Direct: +1.650.376-2312 Mob: +1.415.710.2008 blog.marketo.com www.marketo.com

Maria Pergolino Sr. Director, Marketing

maria@marketo.com @inboundmarketer @marketo

Contact Me

©2011 Third Door Media, Inc.

Questions?

http://www.Marketo.com

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