Content Marketing Master Class

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Content Marketing Master Class

Transcript of Content Marketing Master Class

  • 1. Welcome ToNew York

2. AGENDA!Two Things:1.Quick Housekeeping2.The State of Content Marketing3.Beginning Your Mission! 3. WIRELESS PASSWORD 4. #CMWORLD 5. PERCENTAGE OF B2B MARKETERSUSING CONTENT MARKETING 6. Only 42% believe theircontent marketing is effective 7. PERCENTAGE OF B2B MARKETERSHAVE A DOCUMENTED CONTENTMARKETING STRATEGY 8. Producing Enough Content 9. WHY? 10. Enabling Women to HaveMore Quality Time with TheirFamilies 11. Enabling Teen Girls toBe More Confident withTheir Bodies 12. Helping Men BecomeBetter Men 13. Help Engineers Answerthe Most ChallengingIndustrial SolderQuestions 14. Think About YourContent Marketing Mission 15. Welcome to Inc.com, theplace where entrepreneursand business owners canfind useful information,advice, insights, resourcesand inspiration for runningand growing theirbusinesses. 16. Welcome to Inc.com, theplace where entrepreneursand business owners canfind useful information,advice, insights, resourcesand inspiration for runningand growing theirbusinesses.1. Core Target Audience2. What Will Be Delivered3. The Outcome for theAudience 17. Welcome ToNew York 18. The true challenge is the pressure of executing fastand chaotic change while simultaneously deliveringincreasingly profitable, data-driven results. 19. marketing leadersfeel the pressureon the clock 20. CMOs feelthey donthave the rightpeople 21. CMOs feelunready fortechnology... and yet... 22. ContentMarketing will havehuge effect. Wehave to figure outhow to stayrelevant andengaging.CMOFortune 500 CPG Company 23. Theyre notunaware.!!Theyre justwrong. 24. You may hate gravity.But gravity does not care.- Clayton Christensen 25. 30 Demo Requests - 6% Conversion Rate10 Demonstrations - $300 / Demo1 Customer - $3,000 Cost Per Customer50,000 Impressions1% CTR - (500 Visitors)$6.00 CPC 26. 75 Downloads - 30% Conversion Rate($20 ea)9 Demonstrations - $300 / Demo($166)3 Customers - $500 Cost Per Customer50,000 Impressions.5% CTR - (250 Visitors)$6.00 CPC 27. One Year Later:!Organic Traffic - 30%Engagement +150%Inbound Links: +40%Social Sharing +100%Sales +185% 28. B2B Training Software Company!8 Months Later - Customer Acquisition:!1.2x the cost1.5 x as long.!!..wait for it 29. B2B Training Software Company!8 Months Later - Customer Acquisition:!Spent 2x as muchStayed 5X as long2X more likely to share!! 30. Meet'Demand'Create'Trust'Nurture'Change'You;lity'Thought'Leadership' Storyteller'Be'Found'Generate'Awareness'SEO'Inbound'Marke;ng'Creates'Demand'Differen;ates'Creates'Evangelists'Changes'Beliefs'Awareness'Builder' 31. Meet'Demand'Create'Trust'Nurture'Change'You;lity'Thought'Leadership' Storyteller'Be'Found'Generate'Awareness'SEO'Inbound'Marke;ng'Creates'Demand'Differen;ates'Creates'Evangelists'Changes'Beliefs'Awareness'Builder'Financial Services Strategy Firm!The Plan Website: Daily - 3 How To Articles Blog: The Worlds Largest FAQ Post Social: Daily posts on FB, Twitter Etc.. LinkedIn: Company Page, Blog Posts!From Good to Better:! SEO Results: Top 10 across 20 keywords Websites - 25% increase in traffic Blog: 100% increase in traffic Social: Thousands of likes, 5K followers! 32. Financial Services Strategy Firm!The Plan More traffic didnt actually = better results SEO results are great - but who cares? Realized - Less content and moretentpole pieces and re-use providedbetter quality traffic, helped sales more.!From Better to Great:! Research studies (6-8 weeks of production) Aggregate client data (quarterly, yearly) Industry/Influencer expertiseThought'Leadership' Storyteller'!Meet'Demand'Create'Trust'Nurture'Change'You;lity'Creates'Demand'Differen;ates'Creates'Evangelists'Changes'Beliefs' 33. Meet'Demand'Create'Trust'Nurture'Change'You;lity'Thought'Leadership' Storyteller'Be'Found'Generate'Awareness'SEO'Inbound'Marke;ng'Creates'Demand'Differen;ates'Creates'Evangelists'Changes'Beliefs'Awareness'Builder' 34. Financial Services Strategy Firm! Average Approx 100 Subscribers Passionate Subscribers Top 5 reason for renewal 4 New engagements from new clients!! You Are The Program Conference 150 Attendees (Limited) Waiting list now 25 new projects (hallway conversations)!! 35. Meet'Demand'Create'Trust'Nurture'Change'You;lity'Thought'Leadership' Storyteller'Be'Found'Generate'Awareness'SEO'Inbound'Marke;ng'Creates'Demand'Differen;ates'Creates'Evangelists'Changes'Beliefs'Awareness'Builder' 36. The New Muscle!!!Not Describing Our Becoming The 37. DEVELOP TWO IDEAS!A FIRST STEP -IMPROVEMENT TO AN EXISTING APPROACH!!!!AN IDEA FROM GOOD TO GREATOUT OF THE BOX 38. Jason MillerSenior Mgr. Content MarketingLinked-In!Amanda MaksymiwContent Marketing ManagerLattice Engines!Sarah SkerikVice President, Content MarketingPRNewsire!!Michael GerardCMOCurata 39. 560 / Day! 40. 3,000 / Day! 41. 13,000 / Day! 42. In 2014 its the relationship that matters.We have to not only GRAB attention fromthe audiences that matter. We have to holdit, so that WE matter to them.! 43. 1,800,000 Views6 Years Human Time185,000,000 Views1,200 Years Human Time16 Years Human TimeHow will we everEvery Hour...get that many.... 44. Avg.