content marketing for leads, fame and revenue

CMA2009Content Marketing for Leads, Revenue & Fame

Jennifer Evans & Ross Nepean

CMA2009Introductions

1. Overview and intros2. Content power!3. The secret sauce.4. How do we do this?5. TAB case study.6. Conclusion & queries

CMA2009Introductions

Hello, I’m Ross.

CMA2009Introductions

Hi,I’m Jen.

CMA2009Introductions

What is content marketing?

CMA2009Introductions

• Heard of it

• Researching it

• Actively budgeting for it

• Piloting it

• In mid-program

• Refining and iterating?

CMA2009Content Power!

The TAB & Sequentia story

CMA2009Content Power!

The power of content

CMA2009Content Power!

The power of shared content

CMA2009Content Power!

The power of strategic, value-added content

CMA2009Content Power!

ROI Focused marketing priorities

CMA2009Content Power!

Social media development/integrati

onDeveloping emerging or

Web 2.0 content

Identifying new audiences and

quality listsRetention marketing

plan/tactics

Marketing analysisMapping

content to sales funnel

Developing traditional content

Source: MarketingSherpa and Babcock & Jenkins. Year-end Surveys, January 2009Methodology: Surveys of 247 B2B Marketing Organizations with over $250MM in revenues.

Priority Level >>>

Res

ourc

e/Ex

pert

ise

Cha

lleng

e >>

>

CMA2009Content Power!

Review:TAB in 2005

CMA2009Content Power!

• Two divisions, records management and technical equipment

• Distributed sales force across Canada, US, Europe, Australia

• Emerging from a period of corporate upheaval

• Generating 30-50 ‘inquiries’ a month through the TAB Canada website

• Little tracking

• Client relationships entirely resident with sales reps

• Needed traction

CMA2009Content Power!

What Sequentia did:

CMA2009Content Power!

• TAB was producing self-promotional marketing content on the web and through its catalogues

• Did primary research with sales reps and customers to understand customer needs, pain points, trends

• Created a content strategy that addressed those pains

• Developed an in-house email list to distribute that content

• Permissioned clients and prospects by phone over 3 days

CMA2009Content Power!

2005•3000 contacts•35-50 web inquiries/mo•Product centric reputation•Limited sense of mktg performance•Ross director of marketing

2009•36,000 newsletter subscribers•250 downloads a week•Big reputation•$6 million in revenue, $10 million in pipeline•Ross promoted twice

CMA2009The Law of Content Attraction

The Law of Content Attraction

CMA2009The Law of Content Attraction

SearchSearch

Get intimate with Get intimate with customer painscustomer pains

Plan and develop Plan and develop valuable content valuable content that targets those that targets those

painspains

Deploy as Deploy as shareable content shareable content in multiple mediain multiple media

Listen, analyze Listen, analyze and adjustand adjust

SearchSearch

Website & Website & SMSM

Sponsorship Sponsorship marketingmarketing

Sales Sales collateralcollateral

CRMCRM

CMA2009The Law of Content Attraction

Turning expertise& knowledge into relevant content

CMA2009How do we do this?

How do we do this without blowing the budget?

CMA2009How do we do this?

Step 1: Are you using the data you have?

CMA2009How do we do this?

What do content trends on your site, in

your email programs, in your search programs,

reveal about customer needs?

CMA2009How do we do this?

Step 2: Plan the content around key factors

CMA2009How do we do this?

Factors:•seasonality•product development•inventory•competition•corporate goals•etc

CMA2009How do we do this?

3. Develop a long term editorial calendar, review 1/Q

CMA2009How do we do this?

4. Use a multi-platform approach

CMA2009How do we do this?

Examples •email lists•sponsored media•distributable PDFs•microsites•etc

CMA2009How do we do this?

5.Measure, learn, iterate.

CMA2009How do we do this?

Customer needs

Organizational opportunities

and needsPlanning Platforms+ + +

The Formula

CMA2009TAB case study

TAB case study

CMA2009TAB case study

Objective: Generate leads, build a prospect pipeline, & strengthen relationship with customer community

Solution: Create & track engagement using content – Interview customers & sales reps to identify

customer needs and content opportunities– Build prospect database & track engagement– Develop simple lead scoring & business rule

triggers integrated into the sales process – Test & measure continuously what content,

formats, and channels work best

Results: leads, prospects & community engagement – From 50 contacts a month to 250 online leads a

week – Prospect list has grown organically to over 20,000

subscribers– Content assets continue to generate leads for up

to 30 months – Developed a deeper understanding of customer

needs for sales team– For every $1000 of investment, this program

generates $120,000 of revenue

CMA2009TAB case study

Best Practices

CMA2009TAB case study

Shareable content formats

CMA2009TAB case study

Email Best Practices

CMA2009TAB case study

Proprietary Branded content takes on a life beyond the website

CMA2009TAB case study

Long Tail content results

CMA2009TAB case study

Content Engagement

37%

18%

13%

32%

CMA2009TAB case study

Traffic Source

CMA2009TAB case study

Integrating Social Media•New opportunities to deploy content assets•LinkedIn, Twitter•Surprisingly robust records management discussion on Twitter•88,000+ records management professionals on LinkedIn

CMA2009Conclusion

Lightbulb Moments:

CMA2009Conclusion

Ross’:•The power of introducing campaigns into a permission infrastructure

•Zerofile•The long tail exists! It is not a myth!

•Content generates leads for years •The power of content to change perception of a brand

•We are now an authority

CMA2009Conclusion

Jen’s:•Sales force is as important as customers in interviewing and understanding customer needs

•More /longer content does not equal better results. More useful content does

•The law of content attraction

CMA2009Conclusion

www.sequentiaenvironics.com