content marketing world 2014 talk - jay acunzo

@Jay_zo | #CMWorld

Jay Acunzo | @Jay_zo

(or, Let’s Stop Polluting The Internet Because Think of the Children)

Beyond The Ebook:

With Our B2B ContentGetting More

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@Jay_zo | #CMWorld

How Much They Are My Mom

How Awesome They Are

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@Jay_zo | #CMWorld

Agenda

1  The Story of Diminishing ROI

2  A Framework & Process

3  B2B Examples

4  Distribution Playbook to Drive ROI

@Jay_zo | #CMWorld

About Me Jay Acunzo

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Agenda

1   The Story of Diminishing ROI


3  B2B Examples


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HUBSPOT, I

THE LEADSSHRUNK

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Aw nuts…

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Noisy Niche HubSpot Ebooks’ Diminishing Returns

“Inbound Marketing”

“Free Marketing Ebook”

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It’s the

stupid . , creative

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Content NPS How likely are you to recommend this?

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Content NPS How likely are you to recommend this?

33

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Stock Photos Experimental Content Offer

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B2B Golden Rule

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Save Your Audienceand/or

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Content NPS After Adopting the Golden Rule

52

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1.  Social Media2.  eNewsletters3.  Case Studies4.  Blogs5.  White Papers

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Agenda


2   A Framework & Process

3  B2B Examples


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Ev WilliamsTwitter, Medium, Blogger@Ev

Add Text, an Image, or Both

“Take a human desire, preferably one that has been around for a really long time … identify that desire and use modern technology to take out steps.”

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Ev WilliamsTwitter, Medium, Blogger@Ev


“Take a human desire, preferably one that has been around for a really long time … identify that desire and use creative content to take out steps.”

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B2B Content Marketingi s jus t so lv ing thes a m e p r o b l e myour product solves.

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Example You Sell Analytics Software

1 3 52 4FindData

CreateCharts

DesignDeck

ScheduleMeeting

PitchBoss

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1 3 52 4EBOOK

“How to Pitch Your BossUsing Data”


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1 3 52 4


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2 41 3

Deck ofRelevant

Data


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1 32

ReportingTemplate

Spreadsheet


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21

Best-Practice Presentation

Deck


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21


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Solving the Buyer’s ProblemUsefulness

Thought Leadership

Educational Content

Templates& Other Utilities

YourProduct/Service

OnTheirOwn

“Oh, by the way”

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Agenda



3   B2B Examples


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Assets

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Workbooks

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Erik DevaneyHubSpot@BardOfBoston


“Interactive content can help move people along the buyer’s journey, as it gives them a chance to get ‘hands on’ with your company (without having to pay you anything first).”

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Video +Email Overlay

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•  10K views/video (launch)•  4K views/video (longtail)•  200+ leads/week•  85K customers

Wistia.com/Learning

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“Instead of trying to market and sell a product, we’re trying to market and sell a mission: Help people do more with video.”

Chris SavageWistia@csavage

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Interactive Tools

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•  #1 most-viewed page•  #2 on Google SERP•  1000+ leads•  Powerful lead nurturing

ImpactBnD.com/BlogAbout

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“I trusted that if the experience was great, we’d get a lot of forms filled voluntary, not by gating. And we did. And I’ve been able to build real relationships with these people.”

John BoniniIMPACT@Bonini84

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Content Communities

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•  30K registered users•  80K visits/month•  250 job applicants/week

Inbound.org

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Sam MallikarjunanHubSpot Labs@Mallikarjunan


“By helping them hire better, we're creating stickier customers because they do more (and better) inbound marketing.”

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Templates

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•  10K views (prev. avg. of 273)•  1100+ downloads (first week)•  SlideShare homepage + PR•  55% subscriber growth

ViewFromSeed.com

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Data 1-Sheeters

11% $32 6x

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•  1000+ leads (first week)•  2200+ leads (first month)•  75% visit-to-lead conversion

InsightSquared.com/Resources

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Unsolicited fromBuyer Prospect@InsightSquared


“I personally think the presentation is spot on: a single page with just the necessary data is exactly what busy business people need. It’s clear and to the point and certainly useful.”

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Project “X-Rays”

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Agenda



3  B2B Examples

4   Distribution Playbook to Drive ROI

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ContentOffer

Blog & Atomize

Paid

ThirdParties Social

Email

Audience

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•  Sharing•  Twitter chat•  Influencer mentions

•  18 Stats on Social•  Tips & News•  Cheat Sheet•  Infographic•  (many more)

Twitter Workbook

•  1 email per piece•  Nurturing track

•  SlideShare•  Social Media Today•  Jay Baer & Jeff Hoffman

•  Outbrain

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This seemslike work...

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The chef in charge is still

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have notreplaced

does notreplace

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For Content MarketingMy Hope

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Jay Acunzo | @Jay_zo

SorryForMarketing.comViewFromSeed.com