Content is King: Discover the Crucial Elements of a Successful Content Strategy to Maximize Results...

Content is KingCurt Porritt

SVP of MarketingMasterControl, Inc.

What is “Content Marketing?”

• “Curt’s Definition”

Content marketing involves delivering a large amount of valuable information to

prospects and customers with the ultimate goals of increasing loyalty, introducing

solutions, and improving brand.

Everything points to valuable content.

It Should Be Process-Driven

RAE - Stages 1 through 9Call Team Activities

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Pro

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Hold, Lost, Deferred,

Dead, Zombie, Hot, Etc.

Win

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The Internal Marketing Machine

(email, direct mail, white papers, newsletters, webinars, etc.)

Hold, Lost, Deferred,

Dead, Zombie, Hot, Etc.

Acc

epte

d O

pp.

What Types of Content?

4 Prospect Newsletters

Customer Website

White Papers,

Data Sheets,

Case Studies,

etc.

Webinars, Videos, and Flash Tours

Customer Newsletter

Prospect Website

What Types of Content?• In 2010 we produced 443 writing projects or 8.5 per

week (write, edit, graphics, layout, review, & publish)

– 73 Newsletters Articles – (4 prospect newsletters, 1 customer newsletter)

– 36 Email Blasts - (Does not include newsletter blasts.)

– 25 Customer Website Pages – (ads, product, events, training, etc.)

– 89 Prospect Website Pages – (new and edited)

– 74 SEO Articles – (link-building articles)

– 66 Sales-related Collateral – (brochures, white papers, case studies)

– Public Relations Collateral – (15 press releases, 12 LinkedIn pages)

– 12 Direct Mailers– 42 Event Pages– 4 Flash Quick Tours

Driving Content• Search Engines

Driving Content• Website

Driving Content• Email

Driving Content• Newsletters

Driving Content• White Papers

Driving Content• Multimedia

Tracking Results - AnalyticsFrom the Online Forms We Know:• Company• Name• Department • Industry• Phone #• Email• Country• Job Title• Comments

What We Know via Other Means:• Interests (keyword used, white paper downloaded, etc.)• Lead Quality (A vs. B)• Lead Source (video, “contact us” form, trade show etc.)• Campaign (PPC, banner ads, internal email, external email, etc)• Duplicate Lead (if they have filled out a form on our site before)• First Conversion Date (the first time they requested info from the website)• Date Created

SalesForce

Tracking Results - Analytics

Tracking Results – Website

Form Conversion2009 – 36%2010 – 35%’2011 – 37%

Most Popular Website Pages

Tracking Results – Qual. Opps

Tracking Results - Branding

Summary

• Content marketing works– Offering content with real value yields loyalty, sales

opportunities, and improved branding

• It requires an investment in time and effort

• It is a strategic, long-term process, not a short-term, tactical activity

• Tracking success and making adjustments is important

Questions?

Curt PorrittSVP of Marketing

MasterControl, Inc.

MC’s Marketing Organization

Content is King: Discover the Crucial Elements of a Successful Content Strategy to Maximize Results...

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