Zenith Duluth Realize Realistic Results with Real Content Marketing
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Transcript of Zenith Duluth Realize Realistic Results with Real Content Marketing
@ArnieK
#Zenith2016
Arnie Kuenn, CEO, Vertical Measures
Realize Realistic Results with
Real Content Marketing
@ArnieK
#Zenith2016@ArnieK@ArnieK
#Zenith2016
About Your Presenter...
● Vertical Measures is a 50 person PPC, SEO &
content marketing agency in Phoenix, AZ
● Taught more than 4,000 people in our workshops
● Co-authored: Content Marketing Works
● Sample of our 40+ clients:
@ArnieK
#Zenith2016@ArnieK@ArnieK
#Zenith2016
● Content marketing is the art of providing relevant, useful content to your customers without selling or interrupting them.
● Instead of pitching your products or services, you are delivering information that makes your customers more informed before they buy.
What is Content Marketing?
@ArnieK
#Zenith2016
@ArnieK
#Zenith2016
93% of all consumers
use search prior to
making a purchase
93%
86% of searchers
conduct non-branded
queries
86%
90%+ of buyers click on
organic links vs. the
sponsored ads
90%86%
How Important is Search?
Source: GroupM
@ArnieK
#Zenith2016
Buyers are searching for
information that helps them
make an informed decision.
@ArnieK
#Zenith2016
Buyers are searching for
information that helps them
make an informed decision.
Businesses that provide
that information - will win.
@ArnieK
#Zenith2016
@ArnieK
#Zenith2016Types of Content that Really Work
1. Cost
2. Problems
3. VS.
4. Reviews
5. Best
Marcus Sheridan
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#Zenith2016
@ArnieK
#Zenith2016
@ArnieK
#Zenith2016@ArnieK
#Zenith2016
More than
$2,500,000.00
From one single blog post
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#Zenith2016
Source: OperationsManager.com
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#Zenith2016
@ArnieK
#Zenith2016@ArnieK@ArnieK
#Zenith2016VS. or Comparisons
Source: flauntresponsive.com
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#Zenith2016
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“Since starting this just over 18 month ago, we can
account for at least $4 Million in additional revenue
because of our content marketing efforts…”-Ron Novak, VP of Segue Technologies
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#Zenith2016‘The Best’ or ‘Reviews of’
Source: NewFranchiseMall.com
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#Zenith2016
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#Zenith2016
@ArnieK
#Zenith2016
@ArnieK
#Zenith2016
@ArnieK
#Zenith2016
@ArnieK
#Zenith2016
Blogs
eBooks
Curation
Podcasts
Interviews
White Papers
Webcasts/Webinars
Community Forums
Online Quizzes
eNewsletters
Case Studies
Infographics
Contests
Videos
Create Useful Content
@ArnieK
#Zenith2016
@ArnieK
#Zenith2016Ask Your Staff!
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#Zenith2016
@ArnieK
#Zenith2016Google Suggest – B2C
@ArnieK
#Zenith2016
@ArnieK
#Zenith2016Google Suggest – B2C
@ArnieK
#Zenith2016
@ArnieK
#Zenith2016Google Suggest – B2C
@ArnieK
#Zenith2016
@ArnieK
#Zenith2016Google Suggest – B2C
@ArnieK
#Zenith2016
@ArnieK
#Zenith2016Google Suggest – B2C
@ArnieK
#Zenith2016
@ArnieK
#Zenith2016Google Suggest – B2C
@ArnieK
#Zenith2016
@ArnieK
#Zenith2016
@ArnieK
#Zenith2016
@ArnieK
#Zenith2016@ArnieK
#Zenith2016Vertical Measures’
Hub & Spoke Model
Promotional Email
Staff Promotional Email
Landing Page
Blog Posts
Twitter Post
Linked in Post
Press Release
Facebook Posts
@ArnieK
#Zenith2016@ArnieK@ArnieK
#Zenith2016
● Don’t ask “What can you write
about?” Ask “What questions do
you get asked every day”
● Do not gamble your success
on creating cute, clever, fun
content. Produce content people
are ACTUALLY searching for!
Every Moment is a Content Opportunity
@ArnieK
#Zenith2016@ArnieK@ArnieK
#Zenith2016
Our Training and Resources
HowToConvinceYourBoss.com
On-Site Workshops
Content Coaching
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#Zenith2016
Tweet: @ArnieK’s Content Marketing
book is FREE at
http://vert.ms/cmworks #Zenith2016
Thank You!
vert.ms/cmworks
@ArnieK
#DSP15
Realize Realistic Results with Real Content MarketingJamie BergerSenior Manager, Digital Marketing - Dell Software
TW @jamiehberger
LI jamiehberger
12x: Global Search, Online Advertising & Media
Organic, Paid, On Site, Digital Consulting
@jamiehberger
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The Digital world is adjacent like never before... closer than ever. You, the buyer, can jump site to site, platform to platform, medium to medium, message to message, block ads or people, hop content to content... without ever having to interact with a brand or talking to you.Scott Brinker – CTO @ ION Interactive, ChiefMartec.com, Author of Hacking Marketing and A New Brand of Marketing
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Time is the sole measure of scarcity. It’s a zero sum: a minute spent on one site is a minute not on another.
If you are a publisher, enticing someone to spend time on your content means competing with the entire sum of human knowledge.
“building the attention economy”
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Anyone with internet
access and an idea can
potentially develop an
audienceKevin Spacey @ AT&T Dev Summit, Jan 5 2016 in Las Vegas
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If content is Kingintent is Queen,divorce is not an optionJamie Berger
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@jamiehberger
Ours is an era of distraction… it’s a punishing drumbeat of constant input, this cacophony which follows us into our homes and into our beds and seeps into our souls, for want of a better word. Sherlock Holmes – Elementary, Season 2 EP 7
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Intent?
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B2B Marketing Framework
• Modern marketing starts with research, strategy and knowing your customer
• Authority and thought leadership drive content marketing tracked by technology
• Automation nurtures life-changing content to and through buyer journeys
• Hand-off to Sales through connected systems, insights and enablement
• Customer engagement creates up and cross-sell opportunities and brand advocates
• Measure, refine, optimize and iterate with tracking and analytics
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Become a publisher
1. Content, social and distribution calendars based on cycles, updates, wins and losses
2. Herd your teams into a collective machine
3. Everything is a negotiation, everyone wins
4. Enable everyone, ask for requirements
5. Be driven with solutions, have empathy
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Become a publisher
6. Tell a story and create a narrative
7. Connect with your prospects and customers, remember they’re HUMAN
8. Constantly ask yourself – what does the reader gain (not me)?
9. If you were the customer, would this content add value to your life?
10. Can you measure milestones and success, if not how do you intend to prove it?
@jamiehberger
Get agile, get focused
Specific
Measurable
Attainable
Relevant
Timebound
@jamiehberger
Get agile, get focused
Specific What is the objective?
Measurable What does good look like?
Attainable “Self…is this realistic?”
Relevant What is the value?
Timebound End of Q2
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You keep using that word…
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Rapid iterations over long term campaigns
Testing and data not HIPPO opinions and conventions
Numerous iterations and experiments not a few very big bets
Collaboration, engagement, accountability and transparency over silos
Engage your audience vs. target markets“Getting Started with Agile”
http://bit.ly/AgileEwel
You keep using that word…
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Responsible Accountable Consulted Informed
Additional Stakeholder Roles include: Channel, eCommerce, Renewals, Solutions, Regional Field, Support* Any work request requires assignment to Sprints and prioritized by Scrum Owners
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Personas = peopleHave empathyWhy should they care?
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If your content strategy doesn’t begin with SEO, it’s broken
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Person focused – more than a persona
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http://bit.ly/ZenithDBA
What?
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So What?
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Now What?
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Then What?
http://bit.ly/ZenithDBA2
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Conversion Rate
24.07%
Registration Rate
13%
Blog Visitor Growth MoM
15%
Measure every miss, every win, report value, and only what matters
Blog Share of Voice
17.5%
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10
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Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Homepage Authority FY16
Dell.com Software.dell.com
Source: Moz, Open Site Explorer
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0%
10%
20%
30%
40%
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Organic Search Paid Traffic Conversion Rate
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Paid Social is to Content Marketing as PPC is to SEO Marty Weintraub
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With scaled content marketing, becoming agile and acting as a publisher… and, after migrating 3 major sites
Pipeline Revenue
Organic Contribution YoY
FY15 FY16
Mil
lio
ns
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Agile ≠ do more
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Agile ≠ go faster
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Thank you!Jamie BergerTW @jamiehbergerLI jamiehbergerE [email protected] [email protected]
@jamiehberger