content marketing best practices

Content Marketing – best practicesTania O’Connor, Lead Consultant, Marketo EMEA

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What do we consider in Marketo Marketing?How do I get started?Some cool examples from Marketo clients

Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.

Marketo Program Mix - TOFU

Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Getting started – Content Marketing


Getting started – ask the questions


Think about it:

What groups are we targeting?What is the initial call to action (CTA)?

What is our ultimate goal?What information should we try and gather?


Content Marketing should be STRATEGIC


Strategic ROI: the Marketo Engagement Program

• Plan a customer journey• Target people based on

behaviours and preferences

• Respond based on behaviours


Engagement program for new leads

• Stream 1: Introductory emails• Stream 2: Pulls in people who click links about topic A• Stream 3: Pulls in people who click links about topic B• Etc…

Case Study 1:


Result:

• Each of these is a nurture stream

Email Name % Opened % ClickedClicked to Opened Ratio

Email 1: Introduction 17.6% 0.1% 0.7%

Clicked link about topic D 42.3% 19.2% 45.5%

Clicked link about topic B 15.5% 0.1% 0.8%

Clicked link about topic C 12.6% 0.2% 1.4%

Clicked link about topic A 16.4% 0.2% 0.9%


Case study 2

2 Engagement programs• Program 1 targets: according to Demographics

• Job title• Industry• Region

• Program 2 targets: according to Behaviour • Opt-ins for subject matter (5%)• Participants in online events on subject matter (40%)• Downloaded relevant pdfs (55%)


Case Study 2Some testing we did in the Engagement programs:

BehavioralDemographic

Engagement Score % Delivered % Opened % Clicked Clicked / Opened

Demographic 41 99 55 8 16

Behavioral 60 98 43 16 38


Now to a work in progress…

Questions?