business marketer's secrets to content marketing success

A Business Marketer’s Secrets to Content Marketing SuccessAnn Handley MarketingProfsAnn Handley, MarketingProfsJoe Pulizzi, Junta 42Maria Pergolino, Marketo

#Marketo

The SpeakersJoe PulizziFounder of Junta42Speaker, blogger, evangelist for content p , gg , gmarketing@juntajoe

Maria PergolinoDirector of Marketing, Marketo@inboundmarketer@inboundmarketer

M d t d bModerated by

Ann HandleyChief Content Officer

Page 2© 2009 Marketo, Inc. All rights reserved.© 2010 Marketo, Inc.

@MarketingProfs

C t t M k tiContent Marketing:R h & St t iResearch & Strategies

J P li iJoe PulizziJunta42 | Content Marketing Institute

Who’s Joe Pulizzi? (@juntajoe)

• Speaker, blogger, evangelist for content marketing.

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The 80/20 Rule of ContentThe 80/20 Rule of Content

SalesContent

CustomerContent

Sales

ContentContent

C tSalesContent

CustomerContent

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Your CustomersYour Customers

Don’t Care

About You!About You!6

What Makes You Interesting?

7

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Content Marketing…

To Attract and Retain Customers:

Deliver valuable, relevant and ,compelling content to your

customers on a consistent basis.

To Maintain or Change Behavior

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Then we…

Leverage Social Media Ch l t ShChannels to Share those Stories and

li haccomplish…

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Eno gh ithEnough with the stats…give gus some tipsus some tips.

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How can I be interesting to t ( t t) ifmy customers (content) if we

(my competitors) are all(my competitors) are all talking about the same thing?g g

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What does yourWhat does your content standcontent stand for?

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It’s not what you sell(Wine)

It’s what you stand for(Everyone deserves to understand the wineunderstand the wine experience)

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Create/own theCreate/own the categorcategory

24

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GoToMeeting

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Go out to theGo out to the peoplepeople

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Commenting/Listening

Commenting/Responding Publishing

28Chris Brogan

Where Are They Hanging Out?y g g

• LinkedIn GroupsY h ! / Li k dI A• Yahoo! / LinkedIn Answers

• Google GroupsGoogle Groups• Niche Online Communities (Ning?)• Twitter/Facebook• BusinessWeek Xchange

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• BusinessWeek Xchange

Be the Expert using LinkedIn/Yahoo! Answers

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Create somethingCreate something remarkableremarkable

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Create the Industry List

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33http://contentplaybook.com

@JuntaJoe Contact Information

Joe Pulizzijoe@junta42.comj @j(216) 941-5842

CWays to Connect:LinkedIn: Joe PulizziFacebook: juntajoeFacebook: juntajoeTwitter: @juntajoe

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Marketo transforms the way Marketing and Sales teams work – and workand Sales teams work  and work together – to improve revenue performance across the revenue cycle

Powerful and easy marketing automationPrioritize the hottest sales leads and opportunitiesMeasure and predict marketing’s impact on revenueAdopted by 700 customers in less than three years

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Best Marketing Solution

Why do I need content?

NurturingNurturing

Lead SolutionLead Solution

ScoringScoring

Ri k Miti tiRisk Mitigation

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What is Content?

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Types of Content

Articles

Blog Posts

Articles

Blog Posts

Presentations

Press Releases

Presentations

Press ReleasesBlog Posts

Books/eBooks

Brochures/manuals

Blog Posts

Books/eBooks

Brochures/manuals

Press Releases

Product Data Sheets 

Reference Guides

Press Releases

Product Data Sheets 

Reference Guides/

Case Studies

Email

/

Case Studies

Email

Resource Libraries

RSS/XML Feeds

Resource Libraries

RSS/XML Feeds

Images

Information Guides

Images

Information Guides

Videos

Webinars/Webcasts

Videos

Webinars/Webcasts

Microsites/Web Pages

Online Courses

Microsites/Web Pages

Online Courses

White Papers

Widgets

White Papers

Widgets

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Podcasts/VideocastsPodcasts/Videocasts WorkbookWorkbook

Content Consumption

Page 39Source: Techtarget + Google

1. Non Promotional

2. Relevant to Reader

3 Cl G3. Closes a Gap

4. Well‐Written

5. Relevant to Your Company

6. Gives Proof

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#Marketo

Good content is not enough

Promotion, Promotion, Promotion

Email + Lead NurturingEmail + Lead Nurturing

Social Media

Content Syndication

Press

Search Engine Marketing

WebsiteWebsite

Sponsorships

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Events

When To Ask For Registration?

Example: SiriusDecisionsEarly StageThought leadership and best g ppractices to build brand and awareness

Two: Committing to Change

One: Loosening of the Status Quo

Middle StageBuyers guides, RFP templates and industry information to h l h

Three: Exploring the Possible Solutions

help structure research

Late StageFive: Justifying the Decision

Four: Committing to a Solution

Company‐specific information to help evaluate and reaffirm selection

Six: Making the Selection

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Forms: Ask Only What You Really Need

Short Form (5 fields)

Conversion rate: 13.4%

Cost per: $31.24

Medium Form (7 fields)

Conversion rate: 12.0%

Cost per: $34.94

Long Form (9 fields)

Conversion rate: 10.0%

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Cost per: $41.90#Marketo

Test, Test, Test

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Content MappingBUYING STAGES

1 2 3Stages

• Early (Pre-MQL)• Mid (MQL)• Late (Opportunity)• Customer

A

CONTENT

• Customer

B

C

1. Map your existing content

2. Blank cells determine your content roadmap

3. Short content is good! (YouTube approach)C

D

4. Test and optimize

5. Start small, think big and adapt quickly

BUYING PROFILES• Industry: 82%• Role: 67%

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Role: 67%• Company Size: 49%• Geography: 29% #Marketo

Content Library

Use for easy reference

N t t d d tNote created date

Label by role, category, gated, author, etc. 

Keep track of copyrights or other dated info

If 1000’s of assets consider a more formal system

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Content Optimized for Search

Plus: • KeywordsKeywords• Meta Descriptions• Title Tags

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Social Content

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Sample Scoring Rules

Demographics: 30 points based on manual Prospect review 0‐8 points based on title ‐20 to 0 based on inferred countryy

Source and Offer: Website lead source: + 5 Thought leadership offer: ‐5

Latent Buying Behavior:A d bi 5 Attend webinar: +5

Download thought leadership: +3 Visit any webpage : +1 Visit careers pages: ‐10

Active Buying Behavior:y g Install AppExchange app: +15 Download Marketo reviews: +12 Visit website 2X in one week: +8 Download buyers guides: +8

h d h Watch demos: +5 each Search for “Marketo”: +5 Visit pricing pages: +5

No activity in one month:  Score > 30: ‐15 points

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Score 30: 5 points Score 0 to 30: ‐5 points

Nurturing without Content

IDEABlog posts

EXAMPLEYours or othersBlog posts

Testimonials

3rd t t t

Yours or others

Success Story

A l t P P id3rd party content

Product documentation

Analyst, Press, Paid

Benefits, Guides

Fact sheets

Demo offers

Best Practice Document

Amazon $50

3rd party sources Salary info, upcoming events, etc

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Key to Success: What is important to my reader?

Repurposing Content

U ll t f

ARTICLE

• Website• Blog• Guest Blog

• Use all types for nurturing and scoringWHITEPAPER

• Website• Slideshare

Sribd

• Use all types to drive traffic to SLIDES • Website

• Sribd

WebinarWebinar

your website and in social media promotions

VIDEO CLIP • Website

• Slide Share

VIDEO CLIP• Youtube

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PODCAST

• Website• iTunes #Marketo

Example of Repurposed Content

< This Presentation >

Content from my ContentMarketing White Paper

Some content repurposed from a webinar in August forfrom a webinar in August for Marketo customers

2 Slid k f D fi i i G id S i l M di W bi2 Slides taken from Definitive Guide to Social Media Webinar

Also, used same content to create 2 September blog posts

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Content Optimization

3 Rs:

Reorganizeg

RewriteRewrite

RetireRetire

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For More Information

Check out these resources:

Content Creation for Demand

Vendors/Services Mentioned:

Definitive Guides: Velocity PartnersContent Creation for Demand Generation

Content marketing resources:

Definitive Guides: Velocity Partners

Webinar Editing: MindYourMedia

SEO, TopRank Online Marketing Content Marketing Institute

Alltop Content Marketing

SEO, TopRank Online Marketing

PPC, Enquiro

Resource Center: Flickerbox ClickInsights

Content Creation: Junta42, Avitage

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Contact Me

Marketo, Inc.901 Mariners IslandSuite 200

Maria PergolinoDirector of Marketing

San Mateo, CA 94404

Direct: +1.650.376‐2312

maria@marketo.com@inboundmarketer@marketo

Mob: +1.415.710.2008

blog.marketo.comwww.marketo.com

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#Marketo