Content Marketing Boot Camp: Your Guide to Content Strategy, Creation, Promotion, and Measurement
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Transcript of Content Marketing Boot Camp: Your Guide to Content Strategy, Creation, Promotion, and Measurement
Track: Industry Trendsetters
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Content Marketing Boot Camp: Your Guide to Content Strategy, Creation, Promotion, and Measurement
Dayna Rothman, Director of Content Marketing, Captora & Author of Lead Generation for Dummies@dayroth
Track: Industry Trendsetters
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There are 27,000,000 pieces of content shared each day
(Nielson)
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But the average attention span has dropped from 12 seconds in 2008 to 8 seconds
(Statistic Brain)
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…the average attention span of a goldfish is 9 seconds
(Statistic Brain)
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…so you have to get heard through the noise.
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Goals – Presentation Overview
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Create a content strategy that fuels
growth
Promote your content to generate
leads and awareness
Measure your content and prove
ROI
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Today’s Shifting Buyers.
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#CNX14Content is king.And queen
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#CNX14The buying process has changed. No longer is sales the first contact a buyer has with your company.
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And your buyers have changed. They live in a multi-device, multi-channel world.
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#CNX14The abundance of information is astounding.
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And information abundance = attention scarcity
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Content Strategy.
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#CNX14Content Arcs and Themes• Business Priorities• Industry Trends• Product/Service Launches• Market Penetration• Buyer Searches• Competitor Content• SEO Priorities
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#CNX14THOUGHT LEADERSHIP
Instead of Promotion.
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Buyer personas help create a story.
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And their journey sets the tone.
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Map your content to your sales funnel.
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#CNX14Decide if you want to gate your content.
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Benchmark content against your
competitors so you know where you have
gaps.
PLACEHOLDER SCREEN
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Content Production.
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Chief Content Officer
Director of Content
Content Specialist
Outsourced Team
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The turkey dinner analogy for content optimization.
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#CNX14Ebook creation.
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#CNX14Create a detailed outline.
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#CNX14Write your first draft.
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Edit. Edit. Edit.
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Template in design.
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Re-edit and finalize.
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Content Promotion.
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Use your homepage real estate.
Content resources center for engagement.
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Always write a blog to promote your content.
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Use social media real estate wisely.
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Send an email out to your database and consider sponsored emails!
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Create Capture Sites in Captora to help you rank, promote your asset, and convert visitors.
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Mix paid with your organic social promotion for optimal lift
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all your leads.
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Lead scoring for sales readiness.
Implicit Scoring Explicit Scoring
Content download +2 Executive Title +10
Email open/click +2 High Tech Industry +5
Product page website visit +4 Appropriate Budget +10
Viewed demo video +10 Outside of US - 10
Filled out a Contact Us +10 Company less than 50 people – 10
Visited jobs page -10 Marketing function +10
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Content ROI.
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Sample Content Budget
• Standard ebook 5-10 pages: $4000• Large ebook 30-60 pages: $6500• Cheatsheet/onepager: $500• Infographic with outreach: $4000• Slide deck: $7500• Blog post: $75• Writing services (monthly): $2500
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Know what content leads are
downloading.
PLACEHOLDER SCREEN
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And make sure you track if they are known or new names.
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Measure cost per lead.
Content Piece Investment Leads $ Per Leads
Ebook 1 $4500 200 $23
Slide deck $6500 100 $65
Analyst Report
$15,000 700 $21
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Competitive benchmarking and scoring.
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Analyze traffic growth and track and referrals.
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Social sharing to track virility.
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#CNX14Track content performance in programs.
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First touch and multi touch attribution is key.
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Track multi touch ratio.
Content Investment FT Pipe MT Pipe MT Ratio
Ebook 1 $4500 $10,000 $52,000 11.5
Ebook 2 $4500 $5,000 $126,000 28
Slide deck $6500 $12,000 $20,000 3.0
MT Ratio = MT Pipe/Investment* Ratios above 10 are good, above 7 are OK, and less than 5 not good.
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Look at sales usage.
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Analyze your content gaps.
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Your buyers have changed. You need to create a content strategy that fuels
growth and acquires new customers.
Multi-channel promotion for content attracts buyers and
generates awareness.
Measure your content to prove ROI and optimize content
creation.
Recap Slide
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Download Our New Ebook: Content that Fuels Growth
Bit.ly/content4growth
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Take the after-session survey!
Take the Survey in the Connections 2014 Mobile App
Join the Conversation!
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$500Best BuyGift Card
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Questions?
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CUSTOMER JOURNEY SHOWCASE
MARKETING THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY& ROADMAP
PERSONAL TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB MARKETING
DEVELOPERS HANDS-ON TRAINING
INDUSTRY TRENDSETTERS
CREATIVITY & INNOVATION
SALESFORCE FOR MARKETERS
ROUNDTABLES
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