the dark side of content marketing

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Page 1: The Dark Side of Content Marketing
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Who We Are

Eric MacCollMarketing Director

Nicole KarlisContent Manager

Miles GotcherLead Gen Manager

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@GetScripted

#ContentDarkSide

Tweet With Us!

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Documented Strategy Not Documented Strategy0%

10%

20%

30%

40%

50%

60%

70%

60%

32%

% Highly Effective at Content Marketing

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Develop Content Around These Personas

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Scripted’s Editorial Calendar

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Buyer Persona

Editorial Calenda

r

Create Content

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Content Marketing Generates 3X More Leads Per Dollar

source: Demand Metric

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Segmentation

Demographics Behaviors

Geography Personality

Stage

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The Buyer Journey

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Keep Testing!

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“Only 21% of marketers think that they are

successful at measuring the ROI of their content marketing efforts.”

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Step Back: What Are Your Goals?

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ROI Is More Than ‘Sales’

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Focus on Engagement and Quality First

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“The one metric I really look at is comments per post. It tells me how engaged an audience is. No matter how much traffic you have, if you can’t cultivate an engaged audience you won’t be able to convert those visitors into customers.”

- Neil Patel, Founder of Quick Sprout

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How Evernote Focuses on Engagement

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Can You Answer These Questions?

Are people sharing your content?

Are people commenting on your posts?

Are people liking your content?

Do people read your content?

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Can You Answer These Questions?

Are people sharing your content? - Buffer, Sharedcount.com, SimpleReach, Buzzsumo

Are people commenting on your posts?- Disqus, Livefyre, Google+, Facebooks

Are people liking your content?- Facebook, LinkedIn

Do people read your content?- Google Analytics, Kapost, CrazyEgg, Scroll Depth Plugins

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Stats to Measure Engagement

• Traffic

• Time on Site

• Bounce Rate

• Social Shares per Post

• Pages Per Visit

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Time to Grow Subscribers, Leads, and Sales

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Fill Top Of Funnel Through Content

TrafficLeadsMQLsOppsW

ins

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Fill Top Of Funnel Through Content

TrafficLeadsMQLsOppsW

ins

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B2C Content

Traffic

Sales

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Turning Traffic to Leads

1. Newsletters

1. Overlay

2. Top right sign up

3. SumoMe Bar

2. Gated Content

1. eBooks

2. WhitePapers

3. Webinars

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How HubSpot Turns Traffic To Leads

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How Udemy Turns Traffic To Signups

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Cost of Content Creation

Cost of Content Promotion

Traffic Generated

Leads Acquired

Sales Opportunities

Pipeline Generated

Sales and Revenue

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B2B Metrics for Content Marketing Success

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B2C Metrics for Content Marketing Success

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Takeaways

1.Document Your Content Strategy

2.Know Your Audience

3.Segment Your Audience

4.Test!

5.Measure Your ROI

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Questions?