#cnx14 - content marketing bootcamp: your guide to content strategy, creation, promotion, and...
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Track: Industry Trendsetters
#CNX14
#CNX14
Content Marketing Boot Camp: Your Guide to Content Strategy, Creation, Promotion, and Measurement
Dayna Rothman, Director of Content Marketing, Captora & Author of Lead Generation for Dummies@dayroth
Track: Industry Trendsetters
#CNX14
Track: Industry Trendsetters
#CNX14
Track: Industry Trendsetters
#CNX14
There are 27,000,000 pieces of content shared each day
(Nielson)
Track: Industry Trendsetters
#CNX14
Track: Industry Trendsetters
#CNX14
But the average attention span has dropped from 12 seconds in 2008 to 8 seconds
(Statistic Brain)
Track: Industry Trendsetters
#CNX14
Track: Industry Trendsetters
#CNX14
…the average attention span of a goldfish is 9 seconds
(Statistic Brain)
Track: Industry Trendsetters
#CNX14
Track: Industry Trendsetters
#CNX14
…so you have to get heard through the noise.
Track: Industry Trendsetters
#CNX14
Goals – Presentation Overview
1 2 3
Create a content strategy that fuels
growth
Promote your content to generate
leads and awareness
Measure your content and prove
ROI
Track: Industry Trendsetters
#CNX14
Today’s Shifting Buyers.
Track: Industry Trendsetters
#CNX14Content is king.And queen
Track: Industry Trendsetters
#CNX14The buying process has changed. No longer is sales the first contact a buyer has with your company.
Track: Industry Trendsetters
#CNX14
And your buyers have changed. They live in a multi-device, multi-channel world.
Track: Industry Trendsetters
#CNX14The abundance of information is astounding.
Track: Industry Trendsetters
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And information abundance = attention scarcity
Track: Industry Trendsetters
#CNX14
Track: Industry Trendsetters
#CNX14
Content Strategy.
Track: Industry Trendsetters
#CNX14Content Arcs and Themes• Business Priorities• Industry Trends• Product/Service Launches• Market Penetration• Buyer Searches• Competitor Content• SEO Priorities
Track: Industry Trendsetters
#CNX14THOUGHT LEADERSHIP
Instead of Promotion.
Track: Industry Trendsetters
#CNX14
Buyer personas help create a story.
Track: Industry Trendsetters
#CNX14
And their journey sets the tone.
Track: Industry Trendsetters
#CNX14
Map your content to your sales funnel.
Track: Industry Trendsetters
#CNX14Decide if you want to gate your content.
Track: Industry Trendsetters
#CNX14
Benchmark content against your
competitors so you know where you have
gaps.
PLACEHOLDER SCREEN
Track: Industry Trendsetters
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Content Production.
Track: Industry Trendsetters
#CNX14
Chief Content Officer
Director of Content
Content Specialist
Outsourced Team
Track: Industry Trendsetters
#CNX14
The turkey dinner analogy for content optimization.
Track: Industry Trendsetters
#CNX14Ebook creation.
Track: Industry Trendsetters
#CNX14Create a detailed outline.
Track: Industry Trendsetters
#CNX14Write your first draft.
Track: Industry Trendsetters
#CNX14
Edit. Edit. Edit.
Track: Industry Trendsetters
#CNX14
Template in design.
Track: Industry Trendsetters
#CNX14
Re-edit and finalize.
Track: Industry Trendsetters
#CNX14
Content Promotion.
Track: Industry Trendsetters
#CNX14
Use your homepage real estate.
Content resources center for engagement.
Track: Industry Trendsetters
#CNX14
Always write a blog to promote your content.
Track: Industry Trendsetters
#CNX14
Use social media real estate wisely.
Track: Industry Trendsetters
#CNX14
Send an email out to your database and consider sponsored emails!
Track: Industry Trendsetters
#CNX14
Create Capture Sites in Captora to help you rank, promote your asset, and convert visitors.
Track: Industry Trendsetters
#CNX14
Mix paid with your organic social promotion for optimal lift
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#CNX14
all your leads.
Track: Industry Trendsetters
#CNX14
Lead scoring for sales readiness.
Implicit Scoring Explicit Scoring
Content download +2 Executive Title +10
Email open/click +2 High Tech Industry +5
Product page website visit +4 Appropriate Budget +10
Viewed demo video +10 Outside of US - 10
Filled out a Contact Us +10 Company less than 50 people – 10
Visited jobs page -10 Marketing function +10
Track: Industry Trendsetters
#CNX14
Content ROI.
Track: Industry Trendsetters
#CNX14
Track: Industry Trendsetters
#CNX14
Sample Content Budget
• Standard ebook 5-10 pages: $4000• Large ebook 30-60 pages: $6500• Cheatsheet/onepager: $500• Infographic with outreach: $4000• Slide deck: $7500• Blog post: $75• Writing services (monthly): $2500
Track: Industry Trendsetters
#CNX14
Track: Industry Trendsetters
#CNX14
Track: Industry Trendsetters
#CNX14
Know what content leads are
downloading.
PLACEHOLDER SCREEN
Track: Industry Trendsetters
#CNX14
And make sure you track if they are known or new names.
Track: Industry Trendsetters
#CNX14
Measure cost per lead.
Content Piece Investment Leads $ Per Leads
Ebook 1 $4500 200 $23
Slide deck $6500 100 $65
Analyst Report
$15,000 700 $21
Track: Industry Trendsetters
#CNX14
Competitive benchmarking and scoring.
Track: Industry Trendsetters
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Analyze traffic growth and track and referrals.
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#CNX14
Social sharing to track virility.
Track: Industry Trendsetters
#CNX14Track content performance in programs.
Track: Industry Trendsetters
#CNX14
First touch and multi touch attribution is key.
Track: Industry Trendsetters
#CNX14
Track multi touch ratio.
Content Investment FT Pipe MT Pipe MT Ratio
Ebook 1 $4500 $10,000 $52,000 11.5
Ebook 2 $4500 $5,000 $126,000 28
Slide deck $6500 $12,000 $20,000 3.0
MT Ratio = MT Pipe/Investment* Ratios above 10 are good, above 7 are OK, and less than 5 not good.
Track: Industry Trendsetters
#CNX14
Look at sales usage.
Track: Industry Trendsetters
#CNX14
Analyze your content gaps.
Track: Industry Trendsetters
#CNX14
Your buyers have changed. You need to create a content strategy that fuels
growth and acquires new customers.
Multi-channel promotion for content attracts buyers and
generates awareness.
Measure your content to prove ROI and optimize content
creation.
Recap Slide
1 2 3
Track: Industry Trendsetters
#CNX14
Download Our New Ebook: Content that Fuels Growth
Bit.ly/content4growth
Track: Industry Trendsetters
#CNX14
Track: Industry Trendsetters
#CNX14
Take the after-session survey!
Take the Survey in the Connections 2014 Mobile App
Join the Conversation!
#CNX14
$50Starbucks Gift
Card
Track: Industry Trendsetters
#CNX14
Track: Industry Trendsetters
#CNX14
Questions?
Track: Industry Trendsetters
#CNX14
CUSTOMER JOURNEY SHOWCASE
MARKETING THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY& ROADMAP
PERSONAL TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB MARKETING
DEVELOPERS HANDS-ON TRAINING
INDUSTRY TRENDSETTERS
CREATIVITY & INNOVATION
SALESFORCE FOR MARKETERS
ROUNDTABLES
Track: Industry Trendsetters
#CNX14
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