The ABCs Of Content

Marketing (A–M)

Dana Larson@danamlarson

A B C D E AMPLIFY

YOUR CONTENT

BE USEFUL

COMMIT TO

SUCCESS

DON’T FORGET MOBILE

EMPLOY IMAGES

A AMPLIFY

YOUR CONTENT

Don’t rely on a single channel Repackage, repurpose, redistribute

B BE

USEFUL

Determine what your audience wants and give it to them.

B

“Just stop trying to be amazing and start being useful. Create marketing that has intrinsic value, so much so that people would pay for it if you asked them.”

Jay Baer Author, Youtility

BE USEFUL

B DataSite, a Merrill Corp. company, created a Best Practices of the Best Dealmakers book series •  Offered as e-book chapters

and printed book •  Promoted via email, social

media, PPC, website

BE USEFUL

B The Key To Success: It’s more than just Merrill’s POV Merrill offers peers’ views through surveys, the science behind the methodologies (by including various academics’ viewpoints and instruction), and expert analysis (including a cross-section of opinions) from legal firms across the nation

BE USEFUL

B Success Metrics

•  Reached over 500,000 people (email and social media distribution)

•  More than 20,000 downloads (20,672 to date)

•  Generated an estimated $7M - $9M in new opportunities

•  Estimated $15,000 - $20,000+ in book sales through collaborator M&A advisors

•  Used as teaching material in three university MBA programs

BE USEFUL

C Commit to a long-term strategy and document it

48% SAY THEY HAVE A CONTENT MARKETING STRATEGY, BUT IT IS NOT DOCUMENTED

35% SAY THEY HAVE A DOCUMENT CONTENT MARKETING STRATEGY

28% MORE EFFECTIVE FOR THOSE WITH A DOCUMENTED STRATEGY VS. THOSE WITHOUT

B2B CONTENT MARKETING STRATEGY 2015 RESEARCH

Source: Content Marketing Institute

COMMIT TO

SUCCESS

D Mobile is taking over the world. Be ready!

DON’T FORGET MOBILE

Source: ATU a16z

Billi

on p

eopl

e on

line

5

1995 2000 2004 2020

4 3 2 1

0

People online

Smartphones

2005 A new pope is chosen

2013 A new pope is chosen

Mobile is driving B2B purchase decisions B2B EXECUTIVES USING MOBILE TO MAKE PURCHASE DECISIONS

D 52% SAY THEY’RE COMFORTABLE MAKING PURCHASES ON A MOBILE DEVICE

70% OF EXECUTIVES USE SMARTPHONES/TABLETS TO LOOK UP PRODUCT/SERVICE INFO

51% SAY THAT A MOBILE DEVICE WILL BE THEIR PRIMARY BUSINESS PLATFORM IN 3 YEARS

Source: Forbes

DON’T FORGET MOBILE

20% OF WHAT THEY READ

10% OF WHAT THEY HEAR

80% OF WHAT THEY SEEAND DO

Show and tell to give your audience options STUDIES SHOW THAT PEOPLE REMEMBER

E EMPLOY IMAGES

Show and tell to drive views and engagement IMAGES DRIVE VIEWS AND ENGAGEMENT

Sources: MDG Advertising and PR Newswire

E 77% INCREASE IN RESPONSE RATE FOR PRESS RELEASES WITH PHOTOS/VIDEO

94% MORE VIEWS FOR ARTICLES WITH IMAGES THAN THOSE WITHOUT

EMPLOY IMAGES

F G H I FOCUS ON

TOPICS THAT FILL A NICHE

GET BUY-IN FROM THE TOP

DOWN

HARNESS THE

POWER OF BLOGGING

INFO- GRAPHICS COMMAND EYEBALLS

Find your niche to capture attention and SEO traffic

F FOCUS ON

TOPICS THAT FILL A NICHE

22% OF B2B MARKETERS FOUND IT CHALLENGING

Gain everyone’s under-standing and support to win GETTING EXECUTIVE BUY-IN CAN BE CHALLENGING

G GET BUY-IN FROM THE TOP

DOWN

21% OF B2C MARKETERS FOUND IT CHALLENGING

Source: Content Marketing Institute

67% MORE LEADS GENERATED BY B2B COMPANIES WITH A BLOG THAN THOSE WITHOUT

Keep your site fresh and boost links with blog posts BLOGGING DRIVES TRAFFIC AND LEADS

H HARNESS

THE POWER OF BLOGGING

5X MORE SEARCH TRAFFIC FOR COMPANIES THAT BLOG AT LEAST 15X/MONTH

Source: Social B2B+ AND SEOmoz

48% INCREASE IN VIEWERSHIP BY INCLUDING INFOGRAPHICS

Infographics benefit from higher engagement and sharing GET MORE LIKES, TWEETS, SHARES, ETC.

I INFO-

GRAPHICS COMMAND EYEBALLS

Source: MDG Advertising

J K L M JAM THAT

CALENDAR KEEP IT

REAL LIKES DON’T EQUAL FANS

MEASURE RESULTS

AND OPTIMIZED

Plan and fill a calendar to ensure good content distribution 1.  EFFECTIVELY UTILIZE (LIMITED) RESOURCES 2.  TAKE ADVANTAGE OF ANY SEASONALITIES 3.  CONSIDER YOUR PRODUCT ROADMAP 4.  COORDINATE WITH OTHER DEPARTMENTS (E.G. PR) 5.  ENSURE CONSISTENT COVERAGE

J JAM THAT

CALENDAR

Keep your goals realistic and rooted in your audience K

KEEP IT REAL

You can’t bribe people to become fans of your brand L

LIKES DON’T EQUAL FANS

No campaign is “one and done” M MEASURE RESULTS

AND OPTIMIZE

SET KPIs EARLY TO MEASURE & OPTIMIZE EFFECTIVELY

90% ARE UNSURE THAT THEIR KEY CONTENT METRICS ARE EFFECTIVE IN MEASURING BUSINESS RESULTS

Source: Contently

STAY TUNED FOR “ABCs OF CONTENT MARKETING (N–Z)” COMING SOON

Thank you