jeanne hopkins - outsourcing vs. insourcing
TRANSCRIPT
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Outsourcing vs InsourcingBest Bang for Your Inbound Buck
Jeanne Hopkins
Senior VP & CMO, Continuum Managed IT Services
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64%of marketers say their biggest challenge is producing enough content.
Content Marketing Institute (2012)
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53%of marketers rank content creation as their single most effective SEO tactic.
MarketingSherpa (2013)
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3xas many leads are generated from content marketing versus traditional marketing.
Demand Metric (2013)
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69% Lack of time
55% Producing enough content
47% Producing the kind of content that engages
39% Lack of budget
38% Producing a variety of content
33% Inability to measure content effectiveness
26% Lack of integration across marketing
Top Challenges Content Marketers Face
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(But it’s not as easy as it looks.)
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1. Where’s the content?
2. Expanding your reach
3. Creating content calendar
4. Building your team
5. Measuring results
How to start
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Starting
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Expanding
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after:
Building the bench!
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after:
Content that SCALES
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3 Creating
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Informative and factual.
Borrows from book formats liberally: Headings, Block
Quotes, Sections.
Incorporates brevity.
Integrates images that resonate with the visitor.
Conversational and relates to your audience.
What does (good) Content look like?
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Content Ideas
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Content Ideas
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Content Ideas
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Content Ideas
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Content Ideas
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Content Search
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Infrastructure
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Price/Cost
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Time
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Flexibility
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Capacity
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Behind the Scenes
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Pop Culture
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Video
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Unique and consistent
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Visual thinking
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Summer BuckIT Content List• 12 blog posts• 1,482 total views• Most viewed blog post (306) – 8 Blogs, Books, Websites etc. to Add to
Your Summer Reading List• 85 social messages• Most clicked tweet (7) – “Do you know how to perform a proper
business review with your clients? ”
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Trend spotting
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Case studies
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Client showcase
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Be an expert
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Create internal buzz
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Shake it up!
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13 Security Flaws
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Building your content cathedral
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4 Building
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Steps to Consider• MBOs• Attention to Detail• Investment• “Traffic”• “Repeat visitors”• “Retweets and likes”• “Search engine ranking”• “Comments”• “Leads and sales”• “It depends”
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5 Measuring
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Conversion Percentages – by Quarter
9.7%
8.4%
11.0%10.2%
8.3%8.7%
6.8%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
Lead Yield %
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Quarterly Goals
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MQL Trends – Evaluations & Demos
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New Partner Trend
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Our Blog Traffic Story
Goal (increasing by 10% m-o-m) = 9,280 93% reached in July (increased 2.7% m-o-m)
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MSPedia Page - All
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RMM Article Traffic - All
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NOC Article Traffic - All
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NOC Article Traffic - All
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BDR Article Traffic - All
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Last Interaction Before Lead
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“I am very happy overall with –not only the complete marketing shift –but also the results.
But, like most CEOs, I live in a world of discontent and would like things to move faster.”
Michael George, my boss
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Stay organized.
Follow the news cycle
Publish your editorial calendar.
Hack your campaign for quicker results.
Remember remarketing and retargeting.
Five Tips
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