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Use Content Marketing to Reach Your Audience
Andreas RamosAlok VasudevaSan Francisco,
March 30, 2013
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Andreas Ramos• PPC for MIT• SEO for Stanford• Co-founder,
Classjunky.com• Adviser to five SV
startups• Worked at SUN,
SGI, Brio, Acxiom• Author of seven
books• Upcoming book on
Content Marketing
Who We Are
Alok Vasudeva• 10+ years in B2B
marketing• Expertise in
product management, product marketing, marketing communications
• Emulex, Hitachi Data Systems, Marconi, Siemens Communications
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Books by Andreas
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• 5,000 ads per person daily• 80% of the target audience
ignores TV ads (Nielsen)• 63% of the web users use
software to block ads (Sequenti.al, 2012)
• Unilever spent $6.3m on TV, but reached only 40% (Financial Times)
• 61% decide without talking to sales (MarketingSherpa, 2012)
• 57% of the purchase decision is made before talking with sales (Eloqua)
Problem: Advertising Doesn’t Work
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• 91% of CMOs are using content marketing • 34% of marketing budgets at Fortune 500s• Coca-Cola and Intel
Content Marketing InstituteB2B Content Marketing, 2013
Solution: Content Marketing
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Solution: Content Marketing
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Traditional marketing is “push marketing”• It is pushed at the audience• It is broadcasted at the audience• Don’t create marketing blah-blah-blah
Create useful content that the audience wants• It is content that they want• They seek it out• Find their questions and give them answers• Find out their problems and offer solutions • Examples: FAQs, support, technical documentation
What Is Content Marketing?
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Focus on Your Audience
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Use Web 2.0 tools
• Search queries on your website
• Yahoo Answers• Quora• Search Twitter and
download• Forums in FB, LinkedIn,
G+, etc.• Influencer tools (eCairn,
EzyInsights)• Word Clouds
What Does Your Audience Want?
EzyInsights.com
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• Text• eNewsletters• Blogs• FAQs• White papers• Books• eBooks• Case studies• Tweets• Slideware• Press release
Use the Formats that Your Audience Wants
• Image• Photo essays• Infographics• llustrations
• Video• Interviews• Demonstrations• Events
• Audio• Podcasts
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• Business goal• Branding (logo, colors, font)• Unique Value Proposition (UVP)• Target Audience
• Use a Brand Guideline document• Where to get one?• andreas.com/marketingcamp.html
Use the Basics of Marketing
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• Analytics• Adobe Omniture, IBM Coremetrics, Google Analytics
• Email Automation• Add a form to your site• Build your mailing list• Acxiom, Responsys, VerticalResponse, MailChimp
• Marketing Automation• Moves visitors through your site• Sorts prospects into good or poor• Eloqua, Marekto, Loopfuse
• CRM• Manages your sales team’s performance• SAP, Salesforce, Full Circle, Pivot-It
Tracking and Metrics
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• KPIs• Cost-per-Lead (CPL)• Cost-per-Acquistion (CPA)
• KPIs are for investors • Show that you have a strategy to grow traffic• Show how much it cost to reach the target• Buy your traffic
Why Metrics?
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Summary: Why Content Marketing?
• Give your audience what they want
• Bypass the media• Bypass Google• Control your message
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Get the Book
• Coming May 14th
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Get a Free Copy of the Book
• May 14th
• Get this presentation at andreas.com/marketingcamp.html