5 Tactics to Ramp & Scale your Content Strategy
Content Marketing 2.0
5 Tactics to Ramp & Scale your Content Strategy
Personalization & amplification
4.
Visual is the new headline 1.
Do more of what’s working 2.
Leverage global for relevant content 5.
Streamlining content production 3.
Going visual.
David Ogilvy OGILVY & MATHER
The visual is the new headline.
5 reasons for going visual
We are all visual thinkers 1.
Visual aids in decision making 2.
Visual makes a better, longer overal impression 3.
Visual is more persuasive 4.
Visual connects emotionally 5.
SlideShare is a Platform for Visual Content
Marketing Thought Leadership
Average number of slides
per presentation
Keep it short & sweet
33%
Number of slides
14% 7% 1%
The optimal SlideShare presentation
45%
Less than 10 10 - 30
30 - 50 50 - 100 100 +
Be visual
Average number of pictures
per presentation 19 Get to the point
Average number of words
per slide 24 19
Remarkable design doesn’t have to cost of fortune.
Who’s doing it right? Visual blows text out of the water
328,000 Views
Cross-channel integration
Built in lead forms
SlideShare provides a robust dashboard for
measuring success
$4620 7440 Form Fills
<$1.00 $ per
success
4482 New names
$1.00 $ per new
names
Indexed by Google.
The Infographic is not dead.
Provides a snapshot
of a bigger story Breaks down a
complex idea Easily shareable &
attracts attention
Fuel for your social
and demand-gen
programs
Great SEO for
linkbacks Enhance press
releases Entertaining and
fun
The multi-benefits of successful infographics.
178,809,843 publisher total unique visitors
3,024,141,647 total potential viewership
8109 shares 33 linkbacks from top tier pubs
Do more of what’s working.
Reach audiences
to drive awareness
and a positive
impression of your
brand
Set up your full funnel metrics…
REACH
NURTURE
• Awareness
• Branded search
• Brand recall and lift
Website and referral traffic
• Page views, pages per
visit, time spent on site lift
• Subscriber/opt-in lift
• Engagement (open rate,
shares, likes, comments)
• Bounce rate decline
• Unique visitor lift
• Inbound links lift
Nurture prospects
until they’re ready
to make a
purchase
• Leads (organic vs paid)
• MQLs/SAOs
• SQOs
• Cost per lead
• Qualified lead velocity rate
(i.e., growth in qualified
leads)
• Form fills
• Revenue
• Returning visitors
• Close rate
• Retention rate, customer
lifetime value,
upsell/cross-sell
Make the right relationships.
Content Demand
gen
Take an aerial view of MQLs by campaign type.
27%
25% 23%
15%
10%
Big rock to manufacturing Email nurture campaign Executive guide Manufacturing webinar series 2016’s state of hardware infographic
Streamline content production.
Create efficiently.
Kapost takes
the pain out of
content
production with
clear workflows,
a closed
feedback loop,
and intuitive
content
calendar.
Create efficiently.
Google docs
allows content
teams to work
together and with
content partners
for efficient
collaboration and
version control.
Create efficiently.
Repurpose content like leftover turkey.
Use turkey slices to fuel your content hubs.
Company Pages Sponsored Updates (Turn it up to eleven!)
LinkedIn Groups SlideShare
The big rock.
Repurpose, repurpose, then repurpose some more.
Infographics
SlideShare
Physical book
Mobile download
Podcasts
Influencer blog
Blog content
Webinars
The age of amplification
and personalization.
Amplification
n. The act or result of amplifying, enlarging, or extending
Amplification
Owned Media Earned Media Paid Media
Paid Media
Amplification
Social Media
Advertising
Native
Advertising
Paid Content
Discovery
Services
PPC
Display /
Retargeting
Amplification
Blogging
Influencer
Outreach
PR
SEO
Word of
Mouth
Referrals
Earned Media
Amplification
Owned Media
Website /
Resource
Center
Mobile
Apps
Employee
Advocacy
Personalization
v. to render personal rather than impersonal or purely professional
Set up a test of different updates to reach different audiences.
Sponsored Update 1:
Targeted to CMOs
These insights can help you drive
transformational change to your business.
Sponsored Update 2:
Targeted to Marketing Directors
Need to demonstrate the ROI of your
marketing efforts? These insights can help.
Sponsored Update 3:
Targeted to Social Media Managers
Social media managers: Get the insights you
need to drive the engagement you want.
Big Rock
Content
Example: B2B Marketing company XYZ has
recently launched a new piece of research
and is publishing updates to LinkedIn to drive
marketers to download it.
40
Personalize your message and offers to your target
audience to boost your performance.
+571% Clicks
+490% Impressions
Always be testing.
42
Test and optimize your reach to the right audience
with the right message.
66% higher CTR
Leveraging corporate for regionally
relevant content.
Create a global content council.
NAMER
LATAM
EMEA
APAC
Verticals | Product Marketing | Public Relations | Content Leads | Customer Marketing
Alignment | Awareness | Collaboration | Support
Module:
Interviews
Bring GEOs in early in the process.
Module:
Case Studies
Module:
Quotes
Module:
Research
Share outline >
Build a global skeleton >
Replace with local modules…
Leveraging Global Content
• Get the source files (AI/PSD)
• Send to local translator
• Plug in local modules
• Use agency to localize creative
Create regional content hubs.
Key takeaways…
5 Tactics to Ramp & Scale your Content Strategy
Personalization & amplification
4.
Visual is the new headline 1.
Do more of what’s working 2.
Leverage global for relevant content 5.
Streamlining content production 3.
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