10 Steps to Becoming a Performance-Driven Content Marketer

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10 Steps to Becoming a PerformanceDriven Content Marketer presented by paul roetzer (@paulroetzer) CEO | PR 20/20 20 November 2014

description

We have entered the age of content, context, and the customer experience. Audiences crave knowledge, answers, and entertainment, while marketers strive to provide remarkable brand experiences that capture the hearts and minds of their prospects and customers. Leading brands have become storytellers, but content creation and distribution is not enough. Marketers must go beyond brand storytelling to deliver personalized, highly relevant communications across all channels, and connect their actions to marketing goals including subscribers, reach, website visitors, leads, sales and customer retention.

Transcript of 10 Steps to Becoming a Performance-Driven Content Marketer

Page 1: 10 Steps to Becoming a Performance-Driven Content Marketer

10  Steps  to  Becoming  a    Performance-­‐Driven  Content  Marketer

presented  by  paul  roetzer  (@paulroetzer)  

CEO  |  PR  20/20

20  November  2014

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go  beyond  storytelling great  content  answers  quesHons,  inspires,  and  mo/vates  audiences  to  take  ac/on

@paulroetzer www.pr2020.com

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1)  align  expecta/ons  and  poten/al.

@paulroetzer www.pr2020.com

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generate  leads86%

85% convert  sales

build  brand46%

51% increase  loyalty

brand

leads

sales

loyalty

Source:  PR  20/20’s  2014  Marke5ng  Score  Report

high-­‐priority  goals

@paulroetzer www.pr2020.com

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2)  commit  to  core  strength.

@paulroetzer www.pr2020.com

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content  markeHng

build  editorial  strategies.    develop  and  acHvate  distribu/on  plans.  create  effecHve  copywri/ng  that  is  buyer-­‐persona  focused,  opHmized,  technically  sound  and  results  driven.  tell  your  brand  story.  integrate  content  into  social,  search,  PR,  lead  nurturing  and  customer  loyalty  strategies.

@paulroetzer www.pr2020.com

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data  analysis

!

idenHfy  top  KPIs,  and  report  the  metrics  that  maTer.  

turn  data  into  ac/onable  intelligence.  uncover  anomalies,  trends  and  opportuni/es.  adjust  strategies  based  on  data,  in  real-­‐Hme.  He  acHviHes  to  performance  and  boTom-­‐line  results.

@paulroetzer www.pr2020.com

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6  classes,  43  categories,  947  companies

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3)  integrate  at  all  costs.

@paulroetzer www.pr2020.com

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Subscribers,  fans,  followers,  leads,  and  customers  choose  when  and  where  to  interact  with  your  brand.    

They  do  not  differen/ate  between  markeHng  departments  and  channels.

@paulroetzer www.pr2020.com

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analyHcs  automaHon  coding  CONTENT  digital  ads  email  mobile  public  relaHons  search  social  tech  websource: Altimeter’s The Converged Media Imperative

the  new  marke/ng  mix

@paulroetzer www.pr2020.com

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4)  take  a  full-­‐funnel  approach.

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sample  KPIs

website  traffic  social  reach    subscribers

lead  volume  lead  quality  score

lead-­‐to-­‐sale  conversion  rates  cost  of  customer  acquisi/on  (COCA)

customer  life/me  value  (CLV)  customer  reten/on  rates  recurring  revenue

brand

leads

sales

loyalty

@paulroetzer www.pr2020.com

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hUp://bit.ly/performance-­‐pack

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hUp://bit.ly/performance-­‐pack

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10x  increase  in    

monthly  web  traffic

13%  overall  landing  page  conversion  rate

hTp://www.hubspot.com/customers/colt-­‐internaHonal

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5)  balance  builders  and  drivers.

@paulroetzer www.pr2020.com

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blogging  martech  stack  media  relaHons  search  engine  opHmizaHon  social  engagement  website

builders  are  recurring  campaigns  designed  to  create  and  expand  assets

@paulroetzer www.pr2020.com

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lead  nurturing  original  research  reports  persona-­‐based  lead  gen  referrals  retargeHng  ads  website  conversion  opHmizaHon

image:  Pedro  Moura  Pinheiro

drivers  are  campaigns  designed  to  capitalize  on  exisHng  assets  to  accelerate  success

@paulroetzer www.pr2020.com

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1,200+  online  leads

250+  markeHng  qualified  leads

100+  kitchens  solds

a[er  8  months

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6)  personalize  the  customer  journey.

@paulroetzer www.pr2020.com

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the  customer  journey  is  personal  and  in  perpetual  mo/on

@paulroetzer www.pr2020.com

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Define  FoundaHon  Projects

blog  posts  podcasts  website  video  email  

webinars  mobile  apps

tailored  markeHng  through  a  deep  understanding  of  buyer  persona  needs  +  the  ability  to  deliver  personalized  messages

Image:  HubSpot

we  have  entered  the  age    content,  context  and  the  customer  experience

@paulroetzer www.pr2020.com

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7)  measure  everything.

@paulroetzer www.pr2020.com

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data  >  intelligence  >  acHon  >  outcomes

@paulroetzer www.pr2020.com

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markeHng  dashboards  that    report  ac/vi/es  rather  than  business  outcomes    

are  a  major  cause  of  the  disconnect    between  marketers  and  the  C-­‐suite.  

!

source:  ITSMA,  VisionEdge  and  Forrester

@paulroetzer www.pr2020.com

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Source:  HubSpot

keep  score  of  what  maTers

@paulroetzer www.pr2020.com

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8)  embrace  agility.

@paulroetzer www.pr2020.com

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@paulroetzer www.pr2020.com

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always  be  activating

@paulroetzer www.pr2020.com

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9)  be  remarkable  and  different.

@paulroetzer www.pr2020.com

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Define  FoundaHon  Projects

create  more  value,  for  more  people,  more  o`en,    so  when  it’s  Hme  to  choose,    

they  choose  you

new marketing imperative

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10)  move  your  markeHng  forward.

@paulroetzer www.pr2020.com

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“78  %  of  execuHves  and  managers  indicated  that  digital  transformaHon  will  be  criHcal  to  their  organizaHons  within  the  next  two  years,  yet  63%  felt  the  pace  of  change  in  their  organiza/ons  was  too  slow.  The  most  frequently  cited  

obstacle  was  “lack  of  urgency.”

—MIT  Sloan  Management  Review  and  Capgemini  ConsulHng

@paulroetzer www.pr2020.com

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success  is  one  of  the  greatest  impediments  to  progress

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a  case  study  in    performance-­‐driven  content  markeHng

@paulroetzer www.pr2020.com

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The  organizaHon  sought  to  infuse  its  sales  pipeline  with  new  leads,  segment  and  priori/ze  its  exisHng  lead  database  of  10,000+  contacts,  drive  short-­‐term  sales  conversions  through  its  web  store,  and  idenHfy  larger-­‐scale  enterprise  sales  opportuni/es.

@paulroetzer www.pr2020.com

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@paulroetzer www.pr2020.com

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•   integrated  strategy  •   database  segmentaHon  •   lead-­‐scoring  system  •   survey  •   premium  content  assets  •   landing  page  •   smart  lead  forms  •   a/b  tesHng  (email  and  landing  page)  •   social  sharing  •   email  workflows  •   sales  integraHon  •   website  CTAs  •   media  pitches  •   analyHcs

@paulroetzer www.pr2020.com

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•   1,980+  survey  responses  •   2,470+  ebook  downloads  •   1,720+  new  contacts  •   2,490+  web  store  leads  •   1,170+  enterprise  sale  opportuni/es

@paulroetzer www.pr2020.com

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1) align  expecta/ons  and  poten/al.  2) commit  to  core  strength.  3) integrate  at  all  costs.  4) take  a  full-­‐funnel  approach.  5) balance  builders  and  drivers.  6) personalize  the  customer  journey.  7) measure  everything.  8) embrace  agility.  9) be  remarkable  and  different.  10)move  your  markeHng  forward.

http://performance.pr2020.com

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paul  roetzer,  @paulroetzer  !CEO  |  PR  20/20  author  |  The  Marke5ng  Performance  Blueprint  (Wiley,  2014)  &  The  Marke5ng  Agency  Blueprint  (Wiley,  2012)  creator  |  MarkeHng  Score  &  MarkeHng  Agency  Insider

www.pr2020.com