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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

(But it’s not as easy as it looks.)

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?

Content Ideas

Content Ideas

Content Ideas

Content Ideas

Content Ideas

Content Search

Infrastructure

Price/Cost

Time

Flexibility

Capacity

Behind the Scenes

Pop Culture

Video

Unique and consistent

Visual thinking

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? ”

Trend spotting

Case studies

Client showcase

Be an expert

Create internal buzz

Shake it up!

13 Security Flaws

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Building your content cathedral

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4 Building

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

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 %

Quarterly Goals

MQL Trends – Evaluations & Demos

New Partner Trend

Our Blog Traffic Story

Goal (increasing by 10% m-o-m) = 9,280 93% reached in July (increased 2.7% m-o-m)

MSPedia Page - All

RMM Article Traffic - All

NOC Article Traffic - All

NOC Article Traffic - All

BDR Article Traffic - All

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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