content marketing for demand generation roi: create, track, and optimize your content marketing...
DESCRIPTION
Learn how to create, promote, and track your content marketing so you can prove ROI to your C suite.TRANSCRIPT
Session sponsored by
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Content Marketing for Demand Generation ROI: Create, Track, and Optimize Your Content Strategy
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Questions / ON24 Logistics
• Download this white paper.• View our podcast.• Take our assessment• …
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Follow this webinar on Twitter
#LLCseriesDemand Gen Report: @DG_Report
Captora: @Captora
Dayna Rothman: @dayroth
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About Demand Gen Report
@DG_Reporthttp://linkd.in/DG_Specialists
• Launched in 2007 to track best practices in lead generation
• Newsletter has grown to more than 26,000 readers
• We also offer a menu of research and best practices reports
• New audio/video podcasts at DemandGenReport.com
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Panelists
Dayna Rothman,Director of Content Marketing,
Captora
Andrew Gaffney, Publisher,
Demand Gen Report
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The Power of Natural Language Processing
Identify new campaign and conversion opportunities
Repurpose existing content to create new campaigns
across channels
Continually optimize campaign to maximize
conversion
[1] Opportunity
Analyzer
[2]Content-Driven
Execution
[3]Always-On
Optimization
Discover, engage and convert new buyers by intelligently and automatically scaling content-driven campaigns across multiple channels
What Sets Captora Apart?
Today’s Shifting Buyers
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The buying process has changed. No longer is sales the first contact a buyer has with your company.
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And your buyers have changed. They live in a multi-device, multi-channel world.
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The abundance of information is astounding.
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And information abundance = attention scarcity.
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Content is king (and queen).
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You can (and should) use your content to generate leads.
Scaling Your Content Production Efforts
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Chief Content Officer Managing Editor
Content Specialist Outsourced Team
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The turkey dinner analogy for content optimization.
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REPURPOSE CONTENT
Content Promotion for Lead Generation.
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Website homepage for optimal placement.
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Content Resources Center for content merchandising.
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Always write a blog to promote your content.
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Don’t forget about social media real estate.
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Make your content interactive and dynamic.
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Send an email out to your database and send sponsored emails!
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Create Capture Sites in Captora to help you rank, promote your asset, and convert visitors.
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First page of Google search results.
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Create custom images for social promotion.
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Mix paid with your organic social promotion for optimal lift.
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all your leads.
Content ROI
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Define your goals.
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• Standard ebook 5-10 pages: $4000
• Large ebook 30-60 pages: $6500
• Cheatsheet/onepager: $500• Slide deck: $7500• Writing services (monthly):
$2500• Managing editor yearly salary:
$60,000 - $100,000 per year• Director of Content/Chief
Content Officer yearly salary: $150,000 - $200,000 per year
Sample content budget.
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What content are leads downloading?
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Are you getting more known or new names in your database?
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Calculate 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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Content score can help you benchmark.
You Competitors
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Traffic and conversions are key.
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Social sharing to track virility and stickiness.
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Track content performance in programs.
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First touch and multi-touch attribution is key to determine revenue and pipeline generated by content.
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Multi-touch ratio is the golden 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
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Is sales using your content during the sales cycle?
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Closing your content gaps.
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Check out Our Content Marketing ScorecardGo to bit.ly/contentscore
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What do you get?bit.ly/contentscore
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Q&A // Panelists
Dayna Rothman,Director of Content Marketing,
Captora
Andrew Gaffney, Publisher,
Demand Gen Report
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Thanks for attending this webinar!
Download and view this presentation at:
http://dg-r.co/xxx