secrets to brilliant content marketing slides 10/29/13

#123webinar | @webmarketing123

October 29th, 2013

Mike TurnerDirector of Business Development

Secrets to BrilliantContent Marketing


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About Us


We are a Full Service

Digital Marketing Agency:

Search Engine Optimization

Paid Search / Display Advertising

Social Media Marketing Top 500 Fastest Growing

Private US Companies


What sets us apart?


We deliver on revenue.Not just leads & traffic.

Each campaign includes:Business Research + StrategyCustom Scorecard TrackingAttribution + Data-driven Optimizations


Evaluate the 2014 State of Content Marketing.

Assess Your Content Marketing Gap

Win the New Self-Informed Buyer with Content.

Pass the Google Quality Content Test.

Optimize for Revenue with Attribution.

Agenda: 5 Secrets of Successful Content

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What is Content Marketing?

- It’s a strategy for producing and publishing informationthat builds trust and authority among ideal customers

- It’s a strategy for becoming recognized as a thoughtleader in your industry

- It’s a way to insert your business while prospects are self-educating


93% of B2B Marketers use content marketing.

If you’re not already on board, chances are your competitors are ahead.

Why content?


Marketers lean on content for multiple objectives.

Brand awareness tops the list.

Leaders of the pack cite lead generation as a primary goal.

But…


Marketers have turned their attention to revenue.

- Webmarketing123, 2014 State of Digital Marketing Report

Ranked as the #1goal for B2C and #2 goal for B2B

this year, revenueis getting more attention than ever before.

What content marketing tactics are they using?


That’s pretty complicated.

Marketers use an average of 13 content marketing tactics.


Yet, nearly half don’t have a plan.

49% of B2B

Marketers do not have a documented content strategy.

Still…


Over half plan to increase spend next year.

58% of B2B marketers will increase their content marketing budget.

On average, 30% of B2B marketing budgets are dedicated to content.


Here are the top performers.

How do you stack up?








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Calculate Your Content Gap in 4 Steps:

1 2 3 4Define buyer

personas.

Identify your content need in terms of

topics.

Tailor content to stage of the

funnel.

Create a content

calendar.


Identify your content need in terms of topics.1

Let’s use an insurance company as an example.

You have 10 topics out of a possible 30 covered.

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e.g. life insurancepet insurance, healthinsurance


Define all buyer personas.

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All of this boils down to 2 MAJOR CMO Challenges:

2Make Content for your target.

Value Buyer

Risk BuyerIndustry-

Specific Buyer

20 topics

3 personas

60 Content Pieces

So far…


Tailor content for each stage of the funnel.

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3Craft content for each buying phase.

60 pieces

3 stages

180 Content Pieces

How do I track 180 pieces?


Stay on track with a content calendar.

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4Use the content calendar to assign ownership.

Remember: This is JUSTenough content to cover your bases. Stay organized & keep moving!








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Successful content marketers

Master 3 Major Challenges:

Winning the new self-informed

buyer.

Taming the Google zoo.

Optimizing for revenue.


Then Now

Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010

Winning the New B2B BuyerIncreasing Funnel Complexity.

http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1


Buyers are moving 60%of the way through the sales funnel before they engage with sales reps.

Source: Corporate Executive Board, The Most Important Number in Marketing, Aug. 2011

Winning the New B2B BuyerShift in the Purchasing Process.

http://www.executiveboard.com/marketing-blog/the-most-important-number-in-b2b-marketing/


Your content needs to do the selling for you.

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Contacts sales rep directly.

Google searches services.

Reads peer reviews.

Sees competitor display ads.

Discovers blog covering vendor differentiators.

2/3 of the customer journey is completed BEFORE they’re on your radar.

Winning the New B2B BuyerShift in the Purchasing Process.


You need content for all buyer stages.This boils down to 3 content goals.

Awareness

Purchase

Consideration

David Skok, http://www.forentrepreneurs.com/buying-cycle-and-triggers/

Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010

http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1


Consideration PurchaseAwareness

You need content for all buyer stages.

David Skok, http://www.forentrepreneurs.com/buying-cycle-and-triggers/


Consideration Purchase

• Blog posts• Social posts• Videos• Infographics

Awareness

• eBooks• Reports• Webinars• How-to-

Guides

• White papers• Case studies• Demo videos• Product

comparisons

Is your content advancing the buyers journey?








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4 Billion Searches on Google Every Day

~90% of Clicks* Happen on the 1st Page of Search Results

60% of Clicks are on Top 3 Results

*Brandsofttech, Cornell

*Cornell

*Moz

Customers use search to find content.


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Google updates 500+ times a year

in pursuit of the same goal:

Providing the end-user with

quality content.

Here’s how to tame the Google zoo.

Boost rankings with great content.


Quality Content – Create unique, fresh, & frequent content. Factors

like length, & relevance play a role, too.

Site Metrics – Optimize the UX. Improve time on site, bounce rate,

load time, etc.

Authority & Verification – Claim original content with authorship

markup.

What do the Google animals care about?


Don’t be intimidated by the zoo.


Brands that embrace content marketing & evolve their approach to SEO will emerge on top.


Prioritize content creation.Build a long-term, quality SEO strategy that will protect you from future updates.


Consider site thematic structure.

Thematically group pages around keywords.

Create quality content within each section that relate to larger keyword themes.

Link pages within the same groups to further strengthen theme of website.

Mobile

Enterprise

SMB

Other Relevant Internal Pages

MobileSMB Enterprise


Syndicate diversified content to garner inbound links and add to overall SEO value.

Press Releases &Media Coverage

Relevant Industry Directories

Online Forums(Quora, etc.)

Blogger Outreach

Content Syndication

Video

Social Media








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Can you evaluate content on revenue?Proliferation of new digital channels makes it tough.

- Webmarketing123, 2014 State of Digital Marketing Report

1 in 4 marketers don’t know which channel delivers the highest quality leads.

1 in 3 marketers don’t know which channel generates the most revenue.



“2/3 of CMOs will be held accountable for ROIby 2015. But, HALF feel insufficiently prepared to provide hard numbers.”

- IBM 2013 CMO Study

Here’s why you need to start.


Refine budget allocation based on which topics generate revenue instead of just leads or conversions.

$85,000

$60,000

$275,000

$ $

$

$ $ $

CampaignRevenue

OpportunityAllocation

$

Content topic A

Content topic B

Content topic C

Focus on content that drives revenue.


Attribution Before Secure SearchAttribute specific keywords to revenue in your CRM.


Attribution After Secure Search:

Tie landing page conversions to revenue in CRM & attribute to mapped keywords.

You MUST map

keywords!


Ace content marketing with

4 Key Takeaways:

Assess your content gap.

Win the self-informed buyer.

Tame the Google zoo with quality content.

Close the loop & optimize for revenue.


Safeguard your rankings from future updates.

Email [email protected] or call 800.619.1570

THANK YOU

Mike TurnerDirector of Business Development

Reach out for a copy of our content analysis framework.

Or, sign up for a

complimentary

consultation!

mailto:[email protected]

secrets to brilliant content marketing slides 10/29/13

Business

digital marketing

content marketing

content gap

digital age

quality content

content marketing

successful

mike turnerdirector