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Content: Don’t Settle for Pretty Good

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Agenda

Introductions

What is Content Marketing?

Content Marketing Mistakes

Content Marketing Strategy: Key Elements

Content Types & Metrics

Content Inspiration

1

2

3

4

5

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6

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Speaker Overview

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Holly Hamann

Co-founder and CMO

TapInfluence

Twitter: @HollyHamann

Jaclyn Regan

Principal Consultant

Oracle Marketing Cloud Expert Services

Twitter: @JaclynRegan

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“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”- Content Marketing Institute

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What is Content Marketing?

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Content Marketing Mistakes

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Content Marketing Strategy: Key Elements

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Content Marketing Strategy Key Elements Needed

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Develop your personas

Define your customer journey

Audit Your Content

Map content to customer journey & persona

Content Marketing Metrics

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Develop Buyer Personas

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Define Your Buyers Journey

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Interest Learn Evaluate Justify Purchase

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Buyers Journey (example)

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Content Audit

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• Create a Content Audit Checklist

• What do you have?

• What do you need?

• What can you repurpose?

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Map Content to Customer Journey & Persona

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Content Types and Metrics

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Relevant Content Types (Hint: find what content your buyer persona engages with the most!)

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• B2B

– Webinars

– Expert Interviews

– Case Studies

– Q&A Sessions

– eBooks

– Whitpapers

– Hangouts

• B2C

– Blog Posts

– Content on Instagram, Pinterest, etc.

– Videos on Vine, YouTube

– Surveys & Polls

– User Generated Content

– Contests & Giveaways

– Quizzes

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7 Must-Have Content Marketing Metrics

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• Website Traffic/Impressions

• Content Reach

• Content Engagement

• Leads Generated/Prospects Acquired

• Click-thrus

• Lead to Marketing-Qualified Lead (MQL) Ratio

• Conversion Rate

• Average Deal/Purchase Size

• Revenue

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Content Inspiration

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Example #1

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Example #2

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Example #3

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• 50 bloggers created posts, photos and videos

• Content shared on blogs, social media

• Aggregated to Black Box hubpage

• Views of site increased 31%

• Time on site increased 56%

• Social mentions increased 44%

• Positive mentions increased 221%

• Campaign still producing results – “always on”

Example #4

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• Traditional tested recipes cost $500 distributed via ads and coupons

• Needed high quality content, distribution at scale, less cost, and more effective at engaging

consumers

• 180 influencers on blogs and social media

• 760K blog post views

• 178K pins

• 16K clicks to coupons

• 7,700 shares

• 1,700 tweets

• ROI of 3,100%

Example #5

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• Engaged influencers on blogs and

social platforms

• Promote new ID flavors

• 7M in reach

• 639K views

• 21K engagements

Example #6

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Resources

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• Oracle Marketing Cloud – Content Marketing

• Modern Marketing Essentials Guide to Content Marketing

• Lay Your Groundwork | Persona & Buyer Stage Development

• Persona Template Completed

• Field Guide to Influencer Marketing

• 11 Things You Should Know About Influencer Marketing

• 8 Thinks You Can Ask Influencers to do for Your Brand

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Holly Hamann

Co-founder and CMO

TapInfluence

Twitter: @HollyHamann

Jaclyn Regan

Principal Consultant

Oracle Marketing Cloud Expert Services

Twitter: @JaclynRegan

#influencermarketing