Transcript
Page 1: Use Content Marketing to Reach Your Audience - Andreas Ramos

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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

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Thank You

[email protected]

[email protected]


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