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