7 lessons from our content marketing journey
TRANSCRIPT
7 Lessons From Our Content Marketing Journey
Aashish Dhamdhere @dhamdhere
1. ALIGN WITH BUSINESS GOALS
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Innovators
Early Adopters
Early Majority
Late Majority
Laggards
0%
10%
20%
30%
40%
50%
% o
f the
mar
ket r
unni
ng IT
as a
bus
ines
s
Time
12.5%
30% 35%
2.5% 20%
2. UNDERSTAND THE AUDIENCE
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3. STORIES: B2ME, NOT B2B
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Relevant Interesting Useful
Context
Narrative
Stories
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4. WRITE ONCE, SELL MANY TIMES
Survey-based Research
Conducted in Partnership with
Forrester.
Chopped up and syndicated through
blog posts.
Merchandize through:
• Search• Social• Guaranteed Lead-
gen Programs
Hero Asset Syndicate Distribute
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5. GROW WITH THE TEAM
Design
Design
VideoContent
6. BE SCIENTIFIC
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1. Reach2. Velocity3. Conversion
s4. Value5. ROI
Plan Test Measure
7. SHARE THE GOOD NEWS!
Q1 Q2 Q3 Q4 Jan-140%5%
10%15%20%25%30%35%40%45%50%
10.5%14.0%
27.1%30.5%
47.1%
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Content Marketing-influenced SAL Contribution %