Content Marketing For Demand Generation ROI

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Session sponsored by #LLCseries Content Marketing for Demand Generation ROI: Create, Track, and Optimize Your Content Strategy

description

Demand Gen Report's Lead LifeCycle Series session presented by Captora #LLCSeries

Transcript of Content Marketing For Demand Generation ROI

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Session sponsored by!

#LLCseries  

Content Marketing for Demand Generation ROI: Create, Track, and Optimize Your Content Strategy!

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#LLCseries  

Questions / ON24 Logistics !

•  Download  this  white  paper.  •  View  our  podcast.  •  Take  our  assessment  •  …  

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#LLCseries  

Follow  this  webinar  on  Twi>er  

#LLCseries  Demand  Gen  Report:   @DG_Report  

Captora:   @Captora    

Dayna  Rothman:   @dayroth  

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#LLCseries  

Lead LifeCycle Series Prize Box!

Register,  a>end  and  tweet  the  Lead  LifeCycle  Series  sessions  using  the  #LLCseries  hashtag  to  be  entered  into  the  Prize  Box  giveaway!  The  more  sessions  you  a>end  and  tweet,  the  higher  

the  chance  at  winning  one  of  these  awesome  prizes!    

See  the  full  contest  details  and  rules  at:  h>p://www3.demandgenreport.com/lls14/contest-­‐rules.html  

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#LLCseries  

About Demand Gen Report!

@DG_Report http://linkd.in/DG_Specialists

•  Launched  in  2007  to  track  best  pracQces  in  lead  generaQon  

•  Newsle>er  has  grown  to  more  than  28,000  readers  

•  We  also  offer  a  menu  of  research  and  best  pracQces  reports    

•  New  audio/video  podcasts  at  DemandGenReport.com  

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#LLCseries  

Panelists!

Dayna  Rothman,  Director  of  Content  MarkeQng,  

Captora    

Kim  Zimmermann,    Managing  Editor,  

Demand  Gen  Report    

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#LLCseries  

The  Power  of  Natural  Language  Processing  

Identify new campaign and conversion opportunities

Repurpose existing content to create new campaigns

across channels

Continually optimize campaign to maximize

conversion

[1] Opportunity

Analyzer

[2] Content-Driven

Execution

[3] Always-On

Optimization

Discover, engage and convert new buyers by intelligently and automatically scaling content-driven campaigns across multiple channels!

What Sets Captora Apart? !!

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Today’s  Shi[ing  Buyers  

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#LLCseries  

The  buying  process  has  changed.    No  longer  is  sales  the  first  contact  a  buyer  has  with  your  company.    

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#LLCseries  

And  your  buyers  have  changed.  They  live  in  a  mulK-­‐device,  mulK-­‐channel  world.    

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#LLCseries  

The  abundance  of  informaKon  is  astounding.    

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#LLCseries  

And  informaQon  abundance  =  a>enQon  scarcity.    

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#LLCseries  

Content  is  king  (and  queen).    

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#LLCseries  

You  can  (and  should)  use  your  content  to  generate  leads.    

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Scaling  Your  Content  ProducQon  Efforts    

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#LLCseries  

Chief  Content  Officer   Managing  Editor  

Content  Specialist   Outsourced  Team  

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The  turkey  dinner  analogy  for  content  opKmizaKon.  

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REPURPOSE  CONTENT  

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Content  PromoQon  for  Lead  GeneraQon.  

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#LLCseries  

Website  homepage  for  opKmal  placement.  

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#LLCseries  

Content  Resources  Center  for  content  merchandising.    

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#LLCseries  

Always  write  a  blog  to  promote  your  content.  

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#LLCseries  

Don’t  forget  about  social  media  real  estate.  

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Make  your  content  interacKve  and  dynamic.    

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Send  an  email  out  to  your  database  and  send  sponsored  emails!  

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#LLCseries  

Create  Capture  Sites  in  Captora  to  help  you  rank,  promote  your  asset,  and  convert  visitors.  

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#LLCseries  

First  page  of  Google  search  results.  

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Create  custom  images  for  social  promoKon.  

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Mix  paid  with  your  organic  social  promoKon  for  opKmal  li\.  

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#LLCseries  

all  your  leads.    

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Content  ROI  

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#LLCseries  

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#LLCseries  

Define your goals. !

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#LLCseries  

•  Standard ebook 5-10 pages: $4000!

•  Large ebook 30-60 pages: $6500!

•  Cheatsheet/onepager: $500!•  Slide deck: $7500!•  Writing services (monthly):

$2500!•  Managing editor yearly salary:

$60,000 - $100,000 per year!•  Director of Content/Chief

Content Officer yearly salary: $150,000 - $200,000 per year!

!

Sample content budget.

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#LLCseries  

What content are leads downloading?!

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#LLCseries  

Are you getting more known or new names in your database?!

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#LLCseries  

Calculate 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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#LLCseries  

Content score can help you benchmark. !You                              CompeQtors              

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Traffic and conversions are key. !

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#LLCseries  

Social sharing to track virility and stickiness. !

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Track content performance in programs. !

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First touch and multi-touch attribution is key to determine revenue and pipeline generated by content. !

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Multi-touch ratio is the golden ratio. !

Content   Investment   FT  Pipe   MT  Pipe   MT  RaKo  

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  RaQo  =  MT  Pipe/Investment    *RaQos  above  10  are  good,  above  7  are  OK,  and  less  than  5  not  good    

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#LLCseries  

Is sales using your content during the sales cycle?!

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#LLCseries  

Closing your content gaps. !

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#LLCseries  

Check out Our Content Marketing Scorecard!Go to bit.ly/contentscore!

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#LLCseries  

What do you get?!bit.ly/contentscore!!

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#LLCseries  

Q & A // Panelists!

Dayna  Rothman,  Director  of  Content  MarkeQng,  

Captora    

Kim  Zimmermann,    Managing  Editor,  

Demand  Gen  Report    

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#LLCseries  

Lead LifeCycle Series Prize Box!

Register,  a>end  and  tweet  the  Lead  LifeCycle  Series  sessions  using  the  #LLCseries  hashtag  to  be  entered  into  the  Prize  Box  giveaway!  The  more  sessions  you  a>end  and  tweet,  the  higher  

the  chance  at  winning  one  of  these  awesome  prizes!    

See  the  full  contest  details  and  rules  at:  h>p://www3.demandgenreport.com/lls14/contest-­‐rules.html  

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#LLCseries  

Thanks for attending this session!!

Make  sure  to  a>end  the  next  session  in  the  Lead  LifeCycle  Series:  

h>p://dg-­‐r.co/lls14