how to jumpstart your content marketing program in 90 days
TRANSCRIPT
PRESENTED BY
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How to Jumpstart Your Content Marketing Program in 90 Days
Dayna Rothman, Director of Content and Inbound at EverString and author of Lead Generation for Dummies@dayroth
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Who am I?• Director of Content and Inbound
@ EverString• Ran content marketing @
Marketo• Author of Lead Generation for
Dummies• Author of numerous Lynda.com
courses: Content Fundamentals, Blogging for Business, Content Marketing: Staying Relevant, Creating Visual Presentations
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As a content marketer you are constantly getting asked for more content.
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And EverString’s content? Well…you get the idea.
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But First, Where Did EverString Start?
EverString Website: April 2015 EverString Website: August 2015
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EverString Website Today
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We Need Content, and We Need it Now
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• Write your first blog• Start your first big ebook• Consider doing a visual content asset
It’s OK if you are still learning or if you don’t have a plan yet. Production is your number one priority.
Start Writing
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Repurpose and Reuse Look for:
Old content Blog posts Customer success
content Sales content
Repurpose and reuse
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Launch an internal blogging program: Design a program Incentivize contribution (and make it
easy) Evangelize and train Add to onboarding Choose team ambassadors
Gather the Troops
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Call for Guest Bloggers Create a guest blogging
program Incentivize guest
bloggers Create blog guidelines Promote program
through social Promote program via
email Get creative!
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You Can’t Build a Great Building on a Weak Foundation
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Launch Your Resources Section
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To Build or Not to Build?Design Your Own Resources Section If:• You have resources• You have budget• You have time• You need a highly scalable
solution that allows for future customization
• You need complex scale
Implement a Plug-And-Play Solution If:• You don’t have resources• You don’t have a large
budget• You need to go-live ASAP• You don’t have a lot of
content• You need flexibility
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Why? We needed our resources center live ASAP—2 week go-
live We didn’t have development resources or a large budget We didn’t have a lot of content to start with We needed easy Marketo form integration We needed easy social sharing
We Chose Plug-and-Play
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The EverString Resources Center
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Resource Center Doubles as ABM and Sales Hub
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Provides: Visibility Collaboration Workflow management Bottleneck detection Dependencies and timelines Workflow and team reporting Time tracking
Project Management is King for Content
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Everyone Loves a Gant Chart!
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Predictive Insights Know who
your buyers are
Know what they respond to
Know what converts for your business
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Competitive Tracking Who’s doing what? Content benchmarking Content ideas Industry tracking Channel tracking
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Plan For Today and For Tomorrow
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Try Interactive Case Studies and Content
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Advocate for Employee Advocacy
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SEO Health Check—Stat! Technical audit Content audit Set keyword priorities and
ranking benchmarks Create your keyword map Implement easy fixes Beef-up thin site content Plan power-content
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If a Tree Falls in a Forest and No One is Around to Hear it, Does it Make a
Sound?
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You need to promote and amplify your content to see real results.
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And you need a multi-channel approach to be successful.
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Slice and Dice Your Content
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Promote in Prime Spots on Your Website
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Include in Your Blog
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Promote Your Content on Social
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Engage with Paid and Database Emails
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Drive Conversions with Paid Ads
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Open the Door with Direct Mail
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Constantly Measure and Optimize
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Contrary to popular belief—content measurement is not a unicorn.
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What Should You Track? Early Stage Metrics
Website traffic and referrals Social sharing
Mid and Late Stage Metrics Content downloads Opportunity generation Revenue
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Design Content to be Measureable
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Measure Gated and Non-Gated Assets
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Measure with a Content Score
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Content Contribution Overall
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First Touch and Multi-Touch Attribution
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If You Don’t Have a Tool, SFDC Does the Trick