the dark side of content marketing

Who We Are

Eric MacCollMarketing Director

Nicole KarlisContent Manager

Miles GotcherLead Gen Manager

@GetScripted

#ContentDarkSide

Tweet With Us!

Documented Strategy Not Documented Strategy0%

10%

20%

30%

40%

50%

60%

70%

60%

32%

% Highly Effective at Content Marketing

Develop Content Around These Personas

Scripted’s Editorial Calendar

Buyer Persona

Editorial Calenda

r

Create Content

Content Marketing Generates 3X More Leads Per Dollar

source: Demand Metric

Segmentation

Demographics Behaviors

Geography Personality

Stage

The Buyer Journey

Keep Testing!

“Only 21% of marketers think that they are

successful at measuring the ROI of their content marketing efforts.”

Step Back: What Are Your Goals?

ROI Is More Than ‘Sales’

Focus on Engagement and Quality First

“The one metric I really look at is comments per post. It tells me how engaged an audience is. No matter how much traffic you have, if you can’t cultivate an engaged audience you won’t be able to convert those visitors into customers.”

- Neil Patel, Founder of Quick Sprout

How Evernote Focuses on Engagement

Can You Answer These Questions?

Are people sharing your content?

Are people commenting on your posts?

Are people liking your content?

Do people read your content?

Can You Answer These Questions?

Are people sharing your content? - Buffer, Sharedcount.com, SimpleReach, Buzzsumo

Are people commenting on your posts?- Disqus, Livefyre, Google+, Facebooks

Are people liking your content?- Facebook, LinkedIn

Do people read your content?- Google Analytics, Kapost, CrazyEgg, Scroll Depth Plugins

Stats to Measure Engagement

• Traffic

• Time on Site

• Bounce Rate

• Social Shares per Post

• Pages Per Visit

Time to Grow Subscribers, Leads, and Sales

Fill Top Of Funnel Through Content

TrafficLeadsMQLsOppsW

ins

Fill Top Of Funnel Through Content

TrafficLeadsMQLsOppsW

ins

B2C Content

Traffic

Sales

Turning Traffic to Leads

1. Newsletters

1. Overlay

2. Top right sign up

3. SumoMe Bar

2. Gated Content

1. eBooks

2. WhitePapers

3. Webinars

How HubSpot Turns Traffic To Leads

How Udemy Turns Traffic To Signups

Cost of Content Creation

Cost of Content Promotion

Traffic Generated

Leads Acquired

Sales Opportunities

Pipeline Generated

Sales and Revenue

B2B Metrics for Content Marketing Success

B2C Metrics for Content Marketing Success

Takeaways

1.Document Your Content Strategy

2.Know Your Audience

3.Segment Your Audience

4.Test!

5.Measure Your ROI

Questions?