The 4 Pillars of Content Marketing

The 4 Pillars ofContent Marketing

Kelsey LoughmanDigital Marketing Manager

@Kay_Lockman

Yoav SchwartzCo-founder & CEO

@yostar

Kate AthmerDemand Marketing Manager

@KateAthmer

John HurleyDirector of Demand Gen

& Content Marketing, @Johnsjawn

@uberflip #GradeMyStack

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The 4 Pillars of Content Marketing

CREATION INSIGHTSDISTRIBUTIONEXPERIENCE


CREATION DISTRIBUTION INSIGHTSEXPERIENCE

marketplace management social analytics

curation lead generation email ROI

sales enablement reportingworkflow paid

scoringorganicengagementideation



marketplace management social analytics

curation lead generation email

ROI

sales enablement reportingworkflow paid

scoring

organicengagementideation


Kelsey Loughman Yoav Schwartz Kate Athmer John Hurley


CONTENT CREATION

Technology allows teams to streamline the content creation workflow process—increasing alignment and visibility across teams.

Workflow


2 Ways Marketers CanImprove The ContentCreation Workflow Process:

• #1: Start with internal alignment • #2: Then, learn when to say no

Workflow


Ultimate Tip

Standardize and templatize your process to make is scalable, repeatable, and seamless.

Using either workflow tools or simple planning templates to document your process for ongoing use.

Workflow

http://resources.kapost.com/marketing-templates-for-planning-content.html?rs=PR

http://resources.kapost.com/marketing-templates-for-planning-content.html?rs=PR


CONTENT EXPERIENCE

How is technology allowing marketers to improve their content experience management?

Management


Wait, Why is ContentExperience So Important?

Management

@Uberflip

Great Content Isn’t Enough

You need a remarkable content experience to meet your goals.


1. YOU NEED TO BE IN CONTROL

Marketing Mary

Internal Team

NO GOOD

Management


1. YOU NEED TO BE IN CONTROL

Agency

NO GOODManagement

Marketing Mary


Management

2. DEEPLY INTEGRATE INTO CONTENT & MAP

Your Content

Experience Software


Management

3. ORGANIZE BY MORE THAN FORMAT

Your Content

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

By Format By Topic Ok for TOFU / InboundNOT GOOD ENOUGH


Management

3. ORGANIZE BY MORE THAN FORMAT

Your Content

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

By Format By Topic By Vertical By Persona By Segment By Account

Content must be organized for buyers and your sales team to find. Create their journeys.


Content Experience Management Software enables you to:

1. Be in control - not IT / Agency

2. Integrate deeply with all your content and into your Marketing Automation platform

3. Organize content by more than just format - topic, persona, vertical, account - to create journeys

Management


Ultimate Tip

Owning your Content Experiences will set you up for success throughout the entire buyer’s journey.

Management

Want $150 off?USE MY PROMO CODE:

YOAV150


CONTENT DISTRIBUTION

How is technology improving the paid content distribution process?

Paid


Paid


• IMAGE COMING SOON


CONTENT DISTRIBUTION

How is technology improving the paid content distribution process?

Paid


Technology is not a strategy, it’s an enablerPaid


1. Personalized nurture + workflows2. Dynamic display ads + retargeting3. Automated data validation +

enhancement to ensure quality4. Improved Lead Velocity from

engagement to follow-up5. Real-time optimization of sources

Paid

Technology improves content distribution by enabling:


2 Ways Marketers CanImprove Paid ContentDistribution:

• Don’t do paid content distribution if you don’t have solid nurture tracks in place.

• Focus as much on distributing your content as you do on creating it

Paid


Ultimate TipAccelerate your results by “making deposits” (add value, educate), before you “take withdrawals” (ask for something).

Paid


CONTENT INSIGHTSHow is technology and scoring allowing marketers to generate content insights?

Scoring


And CRM & MAT aren’t the solutionSales & Marketing struggle to be efficient

The Problem

Source: SiriusDecisions, April 2016

of MQLs convert to SQLs

30%

Buying indicators in

CRM & Marketing

Automation

Buying indicators invisible to

CRM & Marketing

Automation

Scoring


The 80/20 Rule20% of the content is responsible for 80% pipeline influence

Scoring


Scoring pinpoints the 20%

Scoring


2 Ways Marketers CanGenerate Better ContentInsights with Scoring:

• Ensure the best leads that interact with content are prioritized for sales

• Build & measure content with more focus at engaging top accounts

Scoring


Tip #1: Prioritize Best Leads

With the predictive model (blue line), sales only has to contact 40% of total prospects to reach over 60% who'll actually convert.

Without the model (baseline-red), sales has to contact 60% of total prospects to reach the 60% who'll actually convert.

Assuming you have 10,000 downloads...

4000 w/ Predictive vs.

6000 w/o Predictive


Tip #2: Build & Measure Content Designed for Top Accounts

Grade/Tier Predictive Score

A 89-100

B 75-88

C 55-74

D 0-54

What is a segment of top accounts w/o opportunities? ABM Driven Programs

Starts with segmenting Target Accounts and building programs that will influence them.


New ABM Metrics for Campaign Performance

Are marketing programs reaching target accounts?• Successes: # of members from target account (individual attendees from target accounts)• Coverage: % of total target accounts (25%, if 25 accounts engage & have total of 100 accounts)• Focus: % of members from target accounts out of total members (10% if 50 attendees from target

accounts, out of 500 total in campaign)

Are marketing programs sourcing new high quality accounts?• Average/Median Radius Score per Campaign• Average Radius Score per Campaign• New Leads by Radius Grade

Tip #2: Build & Measure Content Designed for Top Accounts

Scoring


Ultimate Tip

With a basic concept like scoring and grading, content marketers are empowered to know which prospects are interacting with their content and which prospects are likely to become their customers so they can focus on deepening the right relationships.

Scoring


Kelsey Loughman Yoav Schwartz John Hurley

Questions?

Kate Athmer

https://www.grademystack.com/

The 4 Pillars of Content Marketing

Marketing

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