how to build a content marketing machine - marketo summit 2013

© 2013 Marketo, Inc. #mus13

How to Build a Content Marketing Machine

Chase McMichaelCo-Founder CEO, InfiniGraph.com


How to Build a Content Marketing Machine

And, live to tell about it


Strategy

• Do you know your customer?

• What are they acting on?

• Who achieves high engagement?

• End results – leads Sales - Branding

Content makes your readers better informed and empowered @chasemcmichael #mus13


Define what you want

clearly define what you are looking to get out of it.

a marketing formula to know: audience + authenticity = influence @chasemcmichael #mus13


Data driven PLAN = Better Content

Industry trends tells you what’s working - stop reinventing the wheel @chasemcmichael #mus13


Know your audience

• What’s your customers brand affinities? “Interest”

• What channels are they using the most?

• What’s their influencers creating?

Social data is one of the most powerful ways to segment your audience @chasemcmichael #mus13


What’s Relevant

A more engaged audience is a more valuable audience @chasemcmichael #mus13


What’s Trending?

Content is the social lubricant to sales @chasemcmichael #mus13


Competitive Insights – Industry Trends

Before you start have a plan!

• Indentify – • Effective content• brand driving the

conversation• engagement themes

Content is the essence and substance of your brand's conversation with your audience @chasemcmichael #mus13


Key platforms for content marketing

• Business blogging• eBooks and Whitepapers• Webinars and Webcast• Video• Email Newsletters• Sponsored Content• Speaking engagements

Content marketing isn’t just the future, it’s the present @chasemcmichael #mus13


Develop Your Content Marketing Plan

• Create an editorial calendar• Original, Paid and Curated

• Clearly define team process• Use data to support:

• Amount of content• Type of content• Frequency • Timing

Relevant useful niche content can convert niche audiences


Promotions

The question is less of scaling content for mass reach and more of scaling content for many niche audiences in a targeted way @chasemcmichael #mus13


Blogs are your Content HUB

• Blogs are owned media• Blogs are a form of social

media• Blogs support search

optimization

• NOTE: have your own URL • http://blog.infinigraph.com• Host your own blog

“Wordpress” etc • Hook in with social

Your blog is like the bottle and your content is the wine - make more wine @chasemcmichael #mus13

http://blog.infinigraph.com/


Curation is Vital

Focus on creating content that drives leads or sales @chasemcmichael #mus13

• Be a thought leader• Surface content

that’s relevant to your industry

• Make your HUB a discovery zone

• Give people a reason to follow you


Nurture your content - Promotions

Work content across all channels and double down on paid when earned shows traction @chasemcmichael #mus13


Battle Cry – Get Team MotivatedAllocate Resources - Tools• Great tools CMS,

SMMS, SM – Colab for managing teams and process

• Make sure your team has goals

• Set benchmarks and celebrate when reached

• Test, Test, Test Braveheat speech

Content marketing is storytelling... It's not rocket science. @chasemcmichael


Track Content Marketing Results

Web traffic is not a good enough ROI measurement for content. Time spent, engagement, conversion, etc.. are! @chasemcmichael


Free eBooks – Knowledge

http://bit.ly/Six_Secrets http://bit.ly/ContentROI


Thank You!

@chasemcmichael@infinigraph

http://smo.infinigraph.comhttp://www.infinigraph.com

how to build a content marketing machine - marketo summit 2013

Technology