The Future of Content Marketing: How to Rise (and stay!) Above the Noise

#ContentSuccess

#ContentSuccess

Welcome Webinar Attendees

Type question here

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Follow this webinar on Twitter

#ContentSuccessDemand Gen Report: @DG_Report

Marketo: @Marketo

Maggie Jones: @magginejonezzz

Michael Gerard: @michaelgerard

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About Demand Gen Report

@DG_Report

http://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

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The Changing Role of Content

• 70% of executives said they rely more on content than they did a year ago when research

• The majority of respondents have used 5 different content types when researching

• 90% of executives feel overwhelmed by the amount of content available

• 65% said they would like to see vendors stop overloading content with text-heavy pages

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PanelistsMODERATOR:

Andrew GaffneyEditor, Demand Gen Report

Maggie Jones,Content Marketing Specialist,

Marketo

Michael Gerard,

CMO,

Curata

The Future of Content Marketing:

How to Rise(and Stay!) Above

the Noise

Maggie Jones

Content Marketing Specialist, Marketo

@maggiejonezzz

CONTENT

• Big question mark over fortune teller

• Big question mark over fortune teller

Content Metrics!

Push LeadsThrough Funnel

Content Metrics!

• Mid Stage

• Late Stage

• Early Stage

Consumption• Total visits• Unique # of visits• # of downloads• Time spent on site• Bounce rate

Search Rank• Mapping keywords to intent• Value/Relevance• Authority

Vanity Metrics• Facebook “likes”• Shares• Comments• Favorites/Re-tweets

Lead Gen Metrics• How many leads get

moved to the middle of the sales funnel?

Attribution• First Touch• Multi-Touch

Lead Gen Metrics• How many leads get

moved to the end of the funnel?

Attribution• First Touch• Multi-Touch• Communication

with Sales

The Future of Content Marketing:

How to Rise(and Stay!) Above the

Noise

#ContentSuccess

March 20, 2014

Michael Gerard, CMOTwitter: @michaelgerard

35#CMTactics

36#CMTactics

Content Marketing 2014

• What content marketing staff & process

changes will take place in 2014?

• What’s a best-in-class content marketing

mix?

• How can I better leverage technology?

37#ContentSuccess

State of Content Marketing:

“Full Steam Ahead!”...

38Source: Curata’s 2014 Content Marketing Tactics Planner

• Strategy• Priorities: More leads, engage buyers, build

brand awareness

• Top challenges: More... staff, budget, content

• Investment – Increasing• “30% of (2013) marketing budget spent on

content marketing.” - MarketingProfs and CMI

• “71% of marketers will increase content

marketing $ in 2014” – Curata

• Content – Increasing Production• “73% of B2B content marketers are producing

more content than they did 1 year ago.”- MarketingProfs and CMI

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But Be Careful Following the Herd

39#ContentSuccess

• Strategy: Work in process

• Investment: Blind ambition

• Content: Quantity is everything

Content Marketing 2014:

Organizational Changes

40

1. Hire a Content Marketing Lead

2. Build a Team

3. Align Internally

Ed Youngblood

Director of Content Strategy

Enterprise Group, Alcatel-Lucent

Noriko Morimoto

VP Brand and Content Marketing

Zipcar

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41

Map out Your Content

Supply Chain

Drive Innovation in

Content Development

Align Content with

Buyers

Content Marketing 2014:

Process Changes

Content

Strategy

Content

Development

Asset

Development

Distribution

(publish,

promote)

Analysis

Content

Pyramid

Content Pyramid:

http://bit.ly/CMpyramid

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Content Marketing: The process for developing, executing and

delivering the digital content and related assets that are needed

to create, nurture and grow a company's customer base.

42

Syndicated Content3rd party content published in

full form on your digital property

that has already been published

on another site.(paid or unpaid

model)

Created contentOriginal content authored on

behalf of your organization.

(internally or externally sourced)

Curated contentPortions of 3rd party content

published on your digital property

that have been contextualized

(e.g., annotated, commentary

added) for your audience.

Definition of Content Marketing

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Content Marketing Barriers to

Success

External: Most content

is in our own voice.

Buyers demand more.

Internal: “We can’t create

enough content every week!”

#CurationRockstar

STOPEGOCENTRIC

MARKETINGTM

11

http://bit.ly/StopEgoMktg

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45

What will the Content Marketing

Mix be for Leaders in 2014?

Q. What is your [desired] content marketing mix for each type of content?

Created Content

65%

Curated Content

25%

Syndicated Content

10%

0%

#ContentSuccessSource: Curata’s 2014 Content Marketing Tactics Planner

46

“Content curation is when an individual (or team) consistently

finds, organizes, annotates and shares the most relevant and

highest quality digital content on a specific topic for their target

market.”

-Curata

Content Curation Defined

Curation 101 Webinar

http://bit.ly/curation101webinar

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Have you ever…

Published a “best of” post?

Commented on and shared a link on twitter?

Pasted a link to facebook with your

commentary?

47#ContentSuccess

Then you’ve curated.

48#ContentSuccess

Then you’ve curated.

49

And so have these folks. . .

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Curation Benefits

50

. . .Thought leadership

. . . Lead generation

. . . Lower content

development costs

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51

Curation in Action: Alcatel-Lucent

http://www.itstrategist.net/

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52

Curation in Action: 360Chestnut

http://www.360chestnut.com/blog/

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Content Curation & Fair Use

• Share only a portion of the

original content

• Always attribute sources

• Drive visitors to the original

publication

• Add your own analyst insight

Create, curate, but never pirate content.

53

For more ethics tips:

http://bit.ly/curataethicsebook

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The Content Marketing Tools

Universe

55

http://bit.ly/CurataGilbaneWrapPt1

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Content Marketing Priorities

in 2014?

• Do invest in content marketing. . . It’s not just a fad

• Build your team (internal and external)

• Develop a content workflow and mix

• Market your marketing!

• Measure, measure, measure

56

Don’t Forget, Content Marketing is an

Extension of Your Nurturing Process

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57

Additional Resources

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eBook: Look Book

Content Curation

Case Studies

eBook: 5 Steps to

Becoming a Content

Curation Rockstar

…and more online at: www.curata.com/resources

Industry Resource & News:

Content Curation Marketing Sitewww.contentcurationmarketing.com

eBook: Content

Marketing Done Right:

Ethical Curation

eBook: Open & Shut

Case for Curation

Guide: Content

Curation Annotation

Methods

Email: marketing@curata.com Twitter: @GetCurata

LinkedIn Group: Content Curators

eBook: Stop Egocentric

Marketing: Content

Marketing Strategy

eBook: 2014 Content

Marketing Tactics

Planner

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Q&A // PanelistsMODERATOR:

Andrew GaffneyEditor, Demand Gen Report

Maggie Jones,Content Marketing Specialist,

Marketo

Michael Gerard,

CMO,

Curata

#ContentSuccess

Thanks for attending this webinar!

Download and view this presentation at:

http://dg-r.co/contentsuccessweb