the future of content marke0ng: how to rise (and stay!) above the noise
TRANSCRIPT
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The Future of Content Marke0ng: How to Rise (and stay!) Above the Noise
#ContentSuccess
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#ContentSuccess
Welcome Webinar A?endees
Type ques0on here
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#ContentSuccess
Follow this webinar on Twi?er
#ContentSuccess Demand Gen Report: @DG_Report
Marketo: @Marketo
Maggie Jones: @maggiejonezzz
Michael Gerard: @michaelgerard
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#ContentSuccess
About Demand Gen Report
@DG_Report http://linkd.in/DG_Specialists
• Launched in 2007 to track best pracNces in lead generaNon
• Newsle?er has grown to more than 26,000 readers
• We also offer a menu of research and best pracNces reports
• New audio/video podcasts at DemandGenReport.com
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#ContentSuccess
The Changing Role of Content • 70% of execuNves said they rely more
on content than they did a year ago when research
• The majority of respondents have used 5 different content types when researching
• 90% of execuNves feel overwhelmed by the amount of content available
• 65% said they would like to see vendors stop overloading content with text-‐heavy pages
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#ContentSuccess
Panelists MODERATOR: Andrew Gaffney Editor, Demand Gen Report
Maggie Jones, Content MarkeNng Specialist,
Marketo
Michael Gerard, CMO, Curata
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The Future of Content Marketing:
How to Rise(and Stay!) Above the Noise
Maggie Jones Content MarkeNng Specialist, Marketo
@maggiejonezzz
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CONTENT
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• Big quesNon mark over fortune teller
?
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• Big quesNon mark over fortune teller
?
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Content Metrics!
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Push Leads Through Funnel
Content Metrics!
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• Mid Stage
• Late Stage
• Early Stage
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ConsumpNon • Total visits • Unique # of visits • # of downloads • Time spent on site • Bounce rate
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Search Rank • Mapping keywords to intent • Value/Relevance • Authority
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Vanity Metrics • Facebook “likes” • Shares • Comments • Favorites/Re-‐tweets
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Lead Gen Metrics • How many leads get moved to the middle of the sales funnel?
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ALribu0on • First Touch • MulN-‐Touch
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Lead Gen Metrics • How many leads get
moved to the end of the funnel?
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ALribu0on • First Touch • MulN-‐Touch • CommunicaNon with Sales
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www.marketo.com/content-‐marke0ng
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The Future of Content Marketing: How to Rise(and Stay!) Above the
Noise
#ContentSuccess
March 20, 2014 Michael Gerard, CMO
Twitter: @michaelgerard
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36 #CMTactics
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37 #CMTactics
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Content Marketing 2014 • What content marketing staff & process
changes will take place in 2014? • What’s a best-in-class content marketing
mix? • How can I better leverage technology?
38 #ContentSuccess
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State of Content Marketing: “Full Steam Ahead!”...
39 Source: Curata’s 2014 Content Marketing Tactics Planner
• Strategy • Priorities: More leads, engage buyers, build
brand awareness • Top challenges: More... staff, budget, content
• Investment – Increasing
• “30% of (2013) marketing budget spent on content marketing.” - MarketingProfs and CMI
• “71% of marketers will increase content marketing $ in 2014” – Curata
• Content – Increasing Production • “73% of B2B content marketers are producing
more content than they did 1 year ago.” - MarketingProfs and CMI
#ContentSuccess
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But Be Careful Following the Herd
40 #ContentSuccess
• Strategy: Work in process • Investment: Blind ambition • Content: Quantity is everything
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Content Marketing 2014: Organizational Changes
41
1. Hire a Content Marketing Lead 2. Build a Team 3. Align Internally
Ed Youngblood Director of Content Strategy
Enterprise Group, Alcatel-Lucent
Noriko Morimoto VP Brand and Content Marketing
Zipcar
#ContentSuccess
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Map out Your Content Supply Chain
Drive Innovation in Content Development
Align Content with Buyers
Content Marketing 2014: Process Changes
Content Strategy
Content Development
Asset Development
Distribution (publish, promote)
Analysis Content Pyramid
Content Pyramid: http://bit.ly/CMpyramid
#ContentSuccess
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Content Marketing: The process for developing, executing and delivering the digital content and related assets that are needed
to create, nurture and grow a company's customer base.
43
Syndicated Content 3rd party content published in full form on your digital property that has already been published on another site.(paid or unpaid model)
Created content Original content authored on behalf of your organization. (internally or externally sourced)
Curated content Portions of 3rd party content published on your digital property that have been contextualized (e.g., annotated, commentary added) for your audience.
Definition of Content Marketing
#ContentSuccess
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Content Marketing Barriers to Success
External: Most content is in our own voice. Buyers demand more.
Internal: “We can’t create enough content every week!”
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#CurationRockstar
STOP EGOCENTRIC
MARKETINGTM
11
http://bit.ly/StopEgoMktg
#ContentSuccess
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What will the Content Marketing Mix be for Leaders in 2014?
Q. What is your [desired] content marketing mix for each type of content?
Created Content
65%
Curated Content
25%
Syndicated Content
10%
#ContentSuccess Source: Curata’s 2014 Content Marketing Tactics Planner
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“Content curation is when an individual (or team) consistently finds, organizes, annotates and shares the most relevant and highest quality digital content on a specific topic for their target market.”
-Curata
Content Curation Defined
Curation 101 Webinar http://bit.ly/curation101webinar
#ContentSuccess
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Have you ever…
Published a “best of” post?
Commented on and shared a link on twitter?
Pasted a link to facebook with your commentary?
48 #ContentSuccess
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Then you’ve curated.
49 #ContentSuccess
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Then you’ve curated.
50
And so have these folks. . .
#ContentSuccess
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Curation Benefits
51
. . .Thought leadership
. . . Lead generation
. . . Lower content development costs
#ContentSuccess
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Curation in Action: Alcatel-Lucent
http://www.itstrategist.net/
#ContentSuccess
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Curation in Action: 360Chestnut
http://www.360chestnut.com/blog/
#ContentSuccess
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Content Curation & Fair Use
• Share only a portion of the original content
• Always attribute sources • Drive visitors to the original
publication • Add your own analyst insight
Create, curate, but never pirate content.
54
For more ethics tips: http://bit.ly/curataethicsebook
#ContentSuccess
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#ContentSuccess
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The Content Marketing Tools Universe
56
hLp://bit.ly/ContentToolsMap
#ContentSuccess
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Content Marketing Priorities in 2014?
• Do invest in content marketing. . . It’s not just a fad • Build your team (internal and external) • Develop a content workflow and mix • Market your marketing! • Measure, measure, measure
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Don’t Forget, Content Marketing is an Extension of Your Nurturing Process
#ContentSuccess
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Additional Resources
#ContentSuccess
eBook: Look Book Content Curation
Case Studies
eBook: 5 Steps to Becoming a Content
Curation Rockstar
…and more online at: www.curata.com/resources
Industry Resource & News: Content Curation Marketing Site www.contentcurationmarketing.com
eBook: Content Marketing Done Right:
Ethical Curation
eBook: Open & Shut Case for Curation
Guide: Content Curation Annotation
Methods
Email: [email protected] Twitter: @GetCurata LinkedIn Group: Content Curators
eBook: Stop Egocentric Marketing: Content Marketing Strategy
eBook: 2014 Content Marketing Tactics
Planner
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#ContentSuccess
Q&A // Panelists MODERATOR: Andrew Gaffney Editor, Demand Gen Report
Maggie Jones, Content MarkeNng Specialist,
Marketo
Michael Gerard, CMO, Curata
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#ContentSuccess
Thanks for a?ending this webinar! Download and view this presentaNon at:
hLp://dg-‐r.co/contentsuccessweb