content marketing boot camp: your guide to content strategy, creation, promotion, and measurement
DESCRIPTION
Learn everything you need to know to create your content marketing strategy, presented at ExactTarget Connections 2014 by Dayna Rothman, Director of Content Marketing at Captora and Author of Lead Generation for Dummies.TRANSCRIPT
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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
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Track: Industry Trendsetters
#CNX14
![Page 3: Content Marketing Boot Camp: Your Guide to Content Strategy, Creation, Promotion, and Measurement](https://reader038.vdocument.in/reader038/viewer/2022110309/5589b2add8b42a96258b46b9/html5/thumbnails/3.jpg)
Track: Industry Trendsetters
#CNX14
Track: Industry Trendsetters
#CNX14
There are 27,000,000 pieces of content shared each day
(Nielson)
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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)
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Track: Industry Trendsetters
#CNX14
Track: Industry Trendsetters
#CNX14
…the average attention span of a goldfish is 9 seconds
(Statistic Brain)
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Track: Industry Trendsetters
#CNX14
Track: Industry Trendsetters
#CNX14
…so you have to get heard through the noise.
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Track: Industry Trendsetters
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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
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Track: Industry Trendsetters
#CNX14
Today’s Shifting Buyers.
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Track: Industry Trendsetters
#CNX14Content is king.And queen
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Track: Industry Trendsetters
#CNX14The buying process has changed. No longer is sales the first contact a buyer has with your company.
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Track: Industry Trendsetters
#CNX14
And your buyers have changed. They live in a multi-device, multi-channel world.
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Track: Industry Trendsetters
#CNX14The abundance of information is astounding.
![Page 13: Content Marketing Boot Camp: Your Guide to Content Strategy, Creation, Promotion, and Measurement](https://reader038.vdocument.in/reader038/viewer/2022110309/5589b2add8b42a96258b46b9/html5/thumbnails/13.jpg)
Track: Industry Trendsetters
#CNX14
And information abundance = attention scarcity
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Track: Industry Trendsetters
#CNX14
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Track: Industry Trendsetters
#CNX14
Content Strategy.
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Track: Industry Trendsetters
#CNX14Content Arcs and Themes• Business Priorities• Industry Trends• Product/Service Launches• Market Penetration• Buyer Searches• Competitor Content• SEO Priorities
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Track: Industry Trendsetters
#CNX14THOUGHT LEADERSHIP
Instead of Promotion.
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Track: Industry Trendsetters
#CNX14
Buyer personas help create a story.
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Track: Industry Trendsetters
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And their journey sets the tone.
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Track: Industry Trendsetters
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Map your content to your sales funnel.
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Track: Industry Trendsetters
#CNX14Decide if you want to gate your content.
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Track: Industry Trendsetters
#CNX14
Benchmark content against your
competitors so you know where you have
gaps.
PLACEHOLDER SCREEN
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Track: Industry Trendsetters
#CNX14
Content Production.
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Track: Industry Trendsetters
#CNX14
Chief Content Officer
Director of Content
Content Specialist
Outsourced Team
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Track: Industry Trendsetters
#CNX14
The turkey dinner analogy for content optimization.
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Track: Industry Trendsetters
#CNX14Ebook creation.
![Page 27: Content Marketing Boot Camp: Your Guide to Content Strategy, Creation, Promotion, and Measurement](https://reader038.vdocument.in/reader038/viewer/2022110309/5589b2add8b42a96258b46b9/html5/thumbnails/27.jpg)
Track: Industry Trendsetters
#CNX14Create a detailed outline.
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Track: Industry Trendsetters
#CNX14Write your first draft.
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Track: Industry Trendsetters
#CNX14
Edit. Edit. Edit.
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Track: Industry Trendsetters
#CNX14
Template in design.
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Track: Industry Trendsetters
#CNX14
Re-edit and finalize.
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Track: Industry Trendsetters
#CNX14
Content Promotion.
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Track: Industry Trendsetters
#CNX14
Use your homepage real estate.
Content resources center for engagement.
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Track: Industry Trendsetters
#CNX14
Always write a blog to promote your content.
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Track: Industry Trendsetters
#CNX14
Use social media real estate wisely.
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Track: Industry Trendsetters
#CNX14
Send an email out to your database and consider sponsored emails!
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Track: Industry Trendsetters
#CNX14
Create Capture Sites in Captora to help you rank, promote your asset, and convert visitors.
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Track: Industry Trendsetters
#CNX14
Mix paid with your organic social promotion for optimal lift
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Track: Industry Trendsetters
#CNX14
all your leads.
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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
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Track: Industry Trendsetters
#CNX14
Content ROI.
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Track: Industry Trendsetters
#CNX14
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Track: Industry Trendsetters
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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
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Track: Industry Trendsetters
#CNX14
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Track: Industry Trendsetters
#CNX14
![Page 46: Content Marketing Boot Camp: Your Guide to Content Strategy, Creation, Promotion, and Measurement](https://reader038.vdocument.in/reader038/viewer/2022110309/5589b2add8b42a96258b46b9/html5/thumbnails/46.jpg)
Track: Industry Trendsetters
#CNX14
Know what content leads are
downloading.
PLACEHOLDER SCREEN
![Page 47: Content Marketing Boot Camp: Your Guide to Content Strategy, Creation, Promotion, and Measurement](https://reader038.vdocument.in/reader038/viewer/2022110309/5589b2add8b42a96258b46b9/html5/thumbnails/47.jpg)
Track: Industry Trendsetters
#CNX14
And make sure you track if they are known or new names.
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Track: Industry Trendsetters
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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
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Track: Industry Trendsetters
#CNX14
Competitive benchmarking and scoring.
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Track: Industry Trendsetters
#CNX14
Analyze traffic growth and track and referrals.
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Track: Industry Trendsetters
#CNX14
Social sharing to track virility.
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Track: Industry Trendsetters
#CNX14Track content performance in programs.
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Track: Industry Trendsetters
#CNX14
First touch and multi touch attribution is key.
![Page 54: Content Marketing Boot Camp: Your Guide to Content Strategy, Creation, Promotion, and Measurement](https://reader038.vdocument.in/reader038/viewer/2022110309/5589b2add8b42a96258b46b9/html5/thumbnails/54.jpg)
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.
![Page 55: Content Marketing Boot Camp: Your Guide to Content Strategy, Creation, Promotion, and Measurement](https://reader038.vdocument.in/reader038/viewer/2022110309/5589b2add8b42a96258b46b9/html5/thumbnails/55.jpg)
Track: Industry Trendsetters
#CNX14
Look at sales usage.
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Track: Industry Trendsetters
#CNX14
Analyze your content gaps.
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Track: Industry Trendsetters
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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
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Track: Industry Trendsetters
#CNX14
Download Our New Ebook: Content that Fuels Growth
Bit.ly/content4growth
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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
$500Best BuyGift Card
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Track: Industry Trendsetters
#CNX14
Track: Industry Trendsetters
#CNX14
Questions?
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Track: Industry Trendsetters
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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
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Track: Industry Trendsetters
#CNX14