content marketing: be relevant, targeted & metrics driven
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Content MarketingBe Relevant, Targeted & Metrics Driven
Page 2© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Kieran Flanagan
Online Marketing Manager (EMEA) – Marketo
kflanagan@marketo.com@searchbrat
- You’ll get this deck in an Email- Will be on Slideshare
Page 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential
A B2B Content Marketing Story
Page 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Your CEO/MD/Director asks
We need more quality leads
Page 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Panic Stations !!
Page 6© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Oh Let’s do Content Marketing
Page 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential
We will start a blog for sweet SEO traffic
Page 8© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Get the Formula for Funny Graphics
Page 9© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Add CTA’s to Grab Names
Page 10© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Shout about it on Social
Page 11© 2012 Marketo, Inc. Marketo Proprietary and Confidential
We Start to see Increase in Traffic
Page 12© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Sales Team Look Busier
Page 13© 2012 Marketo, Inc. Marketo Proprietary and Confidential
But it has very little impact on bottom line
Page 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential
I Need More Resources
Page 15© 2012 Marketo, Inc. Marketo Proprietary and Confidential
You’re told to go back and buy leads
Page 16© 2012 Marketo, Inc. Marketo Proprietary and Confidential
1. Be Interesting.
2. Tell Everyone.
3. I worked my a** off.
Page 17© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Be Interesting?
Page 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Be Interesting
Be Relevant
Page 19© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Who areYour
audience?
Page 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Page 21© 2012 Marketo, Inc. Marketo Proprietary and Confidential
We guess a lot of this …
Page 22© 2012 Marketo, Inc. Marketo Proprietary and Confidential
But now we can validate with
data
Page 23© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Tale of Two Personas
Bob Jane
Page 24© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Know your target
Bob Jane
Targ
et Needs advanced email capabilities. Needs to generate more sales ready leads.
Page 25© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Some people won’t convert
Bob Jane
Not
Targ
etLooking for a ESP replacement
Page 26© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Bob JonesBob is the current Marketing Director ofcompany X. He is 43 and responsible for ….
Bob manages the whole marketing team and is looking to improve the performance of all ….
Increase leads by X%Increase leads by opp convrate by X%
Who is your Content for?
Page 27© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Leads
Know your Funnel Warning:Illustration Purposes
Only
Page 28© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Leads
Know your Funnel
Opps
Warning:Illustration Purposes
Only
Page 29© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Leads
Know your Funnel
Opps?
Warning:Illustration Purposes
Only
Page 30© 2012 Marketo, Inc. Marketo Proprietary and Confidential
What are they reading TOFU
Go Data Diving, it’s a lot of fun
Page 31© 2012 Marketo, Inc. Marketo Proprietary and Confidential
What are they Downloading
Think about Buying stages
Page 32© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Enhance your Analytics
Page 33© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Ask your audience
Page 34© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Test Message on Social
Page 35© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Costly
,
Low C
TRTest Message on Social
Page 36© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Costly
,
Low C
TR
B2B ?
Test Message on Social
Page 37© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Lots of Places to get Data
Page 38© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Add to a Structured Process
Page 39© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Be Relevant Through the Funnel
Page 40© 2012 Marketo, Inc. Marketo Proprietary and Confidential
1. Know Who You’re Attracting.
2. Know Why They’ll Convert.
Page 41© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Tell Everyone?
Page 42© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Tell Everyone
Get Targeted
Page 43© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Who areYour
Influencers?
Page 44© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Page 45© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Don’t Beg … Do Help
Page 46© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Make them part of the process
Page 47© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Make them part of your Landing PagesPAGE A PAGE B
Page 48© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Make them part of your Landing Pages
Don’t forget to test
PAGE A PAGE B
Page 49© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Make them part of your Landing Pages
Don’t forget to test
+ 45%
PAGE A PAGE B
Page 50© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Not Everyone will say YES
Page 51© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Your Pitch is Really Important
Page 52© 2012 Marketo, Inc. Marketo Proprietary and Confidential
But so is your Brand
Page 53© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Who InfluencesYour
Influencers?
Page 54© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Hat Tip – Richard Baxter
Seogadget.com@richardbaxter
http://slidesha.re/SvF8yb
Page 55© 2012 Marketo, Inc. Marketo Proprietary and Confidential
FollowerWonk – Twitter Search
Page 56© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Look at the Intersection
Page 57© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Who are the influencers here?
The kind of influencer we are trying to reach
Page 58© 2012 Marketo, Inc. Marketo Proprietary and Confidential
What are they sharing? (TweetArchivist)
Page 59© 2012 Marketo, Inc. Marketo Proprietary and Confidential
How do I get my content here?
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Page 60© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Follow SEO’s – They’re Smart
They understand that relationships + great content + social are going to drive big results in Google.
Page 61© 2012 Marketo, Inc. Marketo Proprietary and Confidential
1. Relationships matter a Lot.
2. Great content in the right places matters a Lot
Page 62© 2012 Marketo, Inc. Marketo Proprietary and Confidential
I worked my a** off?
Page 63© 2012 Marketo, Inc. Marketo Proprietary and Confidential
I work my a** off
+
Metrics First
Page 64© 2012 Marketo, Inc. Marketo Proprietary and Confidential
What are you Measuring?
Page 65© 2012 Marketo, Inc. Marketo Proprietary and Confidential
How is your TOFU performing?
Page 66© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Does my content suck?
Initial Impression ?
Page 67© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Does it drive Consumption/Engagement?Initial Impression ?
Consumption &“Engagement”
Page 68© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Is it generating business goals?
Initial Impression ?Consumption &“Engagement” Outcomes
Page 69© 2012 Marketo, Inc. Marketo Proprietary and Confidential
What Content are they Downloading?
Measure Form Fills
Page 70© 2012 Marketo, Inc. Marketo Proprietary and Confidential
GA Event Tracking + Advanced Segments
All Content downloaded from Inbound Channels
Page 71© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Multi Content Channels - GA
Page 72© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Value of Topics by NameWarning:
Illustration Purposes Only
Page 73© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Value of Topics by Pipe (First Touch)Warning:
Illustration Purposes Only
Page 74© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Value of Topics by Pipe (Multi Touch)Warning:
Illustration Purposes Only
Page 75© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Know the value of your core CTA’s
Page 76© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Know the value of your core CTA’s
$102
Page 77© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Know the value of your core CTA’s
$102
$644
Page 78© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Know the value of your core CTA’s
$102
$644
$965
Page 79© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Content Dashboards are Awesome
Page 80© 2012 Marketo, Inc. Marketo Proprietary and Confidential
1. Measure Content through the Funnel.
2. Need to have visibility on ROI.
Page 81© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Follow me on Twitter (or the Cat Get’s It)
@searchbrat
Questions ?
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