How To Use Content Marketing For
Demand Generation
+
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How To Use Content Marketing ForDemand Generation презентация
Содержание
- 1. How To Use Content Marketing ForDemand Generation
- 2. How To Use Content Marketing For Demand
- 3. A marketer’s job is many things…
- 4. The bottom line: A marketer’s job is to generate demand.
- 5. of B2B and B2C buying decisions
- 6. Website Blogs Newsletters Lead nurturing
- 7. Today’s customer experience is extremely fragmented.
- 8. Content fuels the modern marketing engine.
- 9. Demand generation is not just about customer
- 10. Are you bringing value to
- 11. Great content delivers ROI.
- 12. Great content delivers ROI. Source: Hubspot
- 13. Great content delivers ROI. Source: Hubspot
- 14. Great content delivers ROI. Source: Hubspot
- 15. Customer growth. Cost savings. Revenue.
- 16. So how can you use content
- 17. Identify / Prioritize Your Goals
- 18. Do not just jump to content tactics… I just love infographics!
- 19. Goals for Content Marketing
- 20. Set and prioritize your goals
- 21. Demand Gen Example
- 22. Creating The Right Content – 5 Step Plan
- 23. New! 7 golden rules for content
- 24. Step 1: Buyer Personas + Research
- 25. Step 2: Understand the buyer’s journey
- 26. Step 3: Know your potential buyer and
- 27. Research data, funny videos, curated lists, infographics,
- 28. Step 5: Figure out what you have, what you need
- 29. Provocative thought of the day…
- 30. Taco Bell Content Strategy Finite set of ingredients….you may not need MORE
- 31. “Big Rock” content example Definitive Guide to MA: Webinars: Ebooks: Infographics:
- 32. Content is not just whitepapers! eBooks
- 33. Lead Generation - Examples and Tips
- 34. Content powers your demand gen engine Good
- 35. Form length matters
- 36. Form Completion for Data Augmentation
- 37. The right content per channel matters Source: chicagostyleseo.com
- 38. Website Personalization
- 39. LinkedIn Sponsored Update
- 40. Facebook Test a mix of content offers
- 41. In-Video Gating Adding CTAs Three key types
- 42. Slideshare You have a great deck Make
- 43. Your Blog @jonmiller @mpranikoff
- 44. Blog - Results Resource Blog From
- 45. Registration = +18K Attendees = 4,976 Tweets
- 46. The Power of Peer to Peer Company
- 47. Get the most out of your content
- 48. Optimize for Mid-Funnel.
- 49. Source: Marketo data, Marketo Revenue Cycle Analytics.
- 50. Use Lead Scoring Fit Interest Buying
- 51. Early (Pre-Opp) Be a Better Marketer Blog
- 52. Define the tactics and cadence
- 53. Program ROI
- 54. Key questions to ask Which content
- 55. Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics
- 56. Downloaded eBook on Analytics Registered for
- 57. Downloaded eBook on Analytics Registered for
- 58. Know what is effective at TOFU
- 59. Example Website – 23K views, 10,283 downloads
- 60. Leverage Data to Determine Best Offer For
- 61. Content ROI Make sure stakeholders agree on
- 62. QUESTIONS?
How To Use Content Marketing For
Demand Generation Alicianne Rand VP, Marketing, NewsCred @aliciannerand Heidi Bullock VP, Demand Generation, Marketo @heidibullock #ThinkContent +
Слайд 1
Thanks for joining! We’ll get started in just a few minutes.
#thinkcontent
| @newscred
Слайд 2How To Use Content Marketing For
Demand Generation
Alicianne Rand
VP, Marketing, NewsCred
@aliciannerand
Heidi Bullock
VP,
Demand Generation, Marketo
@heidibullock
@heidibullock
#ThinkContent
+
Слайд 6
Website
Blogs
Newsletters
Lead nurturing
Sponsored email campaigns
Outbound marketing
Advertising
Retargeting
Webinars
Native advertising
Social advertising
Слайд 9Demand generation is not just about customer acquisition.
It’s about creating
a lifetime of customer happiness.
Слайд 10
Are you bringing value to the entire customer journey?
NewsCred’s best practices
for utilizing content across buyer journey
Top of the Funnel
Quality, custom and licensed content focused on helping to answer our customer’s challenges and define the future of content marketing. Often focuses on longtail SEO keywords.
Middle of the Funnel
High value, original resources created for our Academy. Useful, timely, and also hits on niche topics specific to NewsCred’s offering and solutions.
Bottom of the Funnel
Custom content converting leads to customers: case studies, product offers, comparison guides, analyst reports, etc.
Customer Stage
Retaining customers with content specific to their industry and pain points, newsletters, product updates, and tutorials/training
Awareness
Retain
Evaluation
Purchase
#linkedincontent @newscred
Слайд 12
Great content delivers ROI.
Source: Hubspot 2014
79% of ‘best-in-class’ B2B marketers rate
blogs as the most effective customer acquisition tactic.
Слайд 13
Great content delivers ROI.
Source: Hubspot 2014
Content marketing generates 3 times as
many leads as traditional outbound marketing, but costs 62% less.
Слайд 14
Great content delivers ROI.
Source: Hubspot 2014
79% of companies that prioritize content
marketing report a positive ROI.
Слайд 16
So how can you use content marketing to scale your demand
generation strategy?
Let’s learn from the best.
Let’s learn from the best.
Слайд 23
New! 7 golden rules for content
Meaningful to the reader
Actionable
Sharable
Findable
Relevant to your company
Readable
Consistent online and offline
Слайд 26Step 3: Know your potential buyer and what matters to them
What
are their big pain points?
How can you help them?
What do they respond to?
Ex: Is it ‘fun’ or serious?
How can you help them?
What do they respond to?
Ex: Is it ‘fun’ or serious?
Слайд 27Research data, funny videos, curated lists, infographics, thought leadership
Step 4: Map
content to buying stage
NO
YES
MOSTLY
NO
Thought leadership and entertainment to build brand and awareness
Tools that help buyers find you when they are looking for solutions
Company-specific information to help evaluate and reaffirm selection
Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars
Pricing, demos, services information, 3rd party reviews, customer case studies
Gated?
Early Stage - Awareness
Middle Stage - Evaluation
Late Stage - Purchase
Слайд 32Content is not just
whitepapers!
eBooks
Blog posts
Videos
Podcasts
SlideShare presentations
Infographics
Moving Infographics
Activity books/worksheets
Articles
Webinars
And
of course landing pages!
Слайд 34Content powers your demand gen engine
Good content = Optimized performance
Poor content
= Suboptimal performance
Слайд 45Registration = +18K
Attendees = 4,976
Tweets = 2,224 in 4 hours
Downloads of
Marketo content = 12,112
New Names = 3,194
FT Pipeline - $955K
MT Pipeline - $5M
New Names = 3,194
FT Pipeline - $955K
MT Pipeline - $5M
Registration = + 4K
Attendees = 1464
FT Pipeline = $367K
MT Pipeline = $332K
Leverage partners
Слайд 47Get the most out of your content
Get your users to SHARE
Make
every campaign social
Increase your visibility and engagement
Increase your visibility and engagement
Слайд 49Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all
sources.
349 Days on Average
Слайд 51Early
(Pre-Opp)
Be a Better Marketer
Blog Posts
Funny Videos
Infographics
Thought Leadership
Mid
(Pre-Opp)
Why Marketing Automation
Buying Guides
RFP Templates
ROI
Calculators
Whitepapers
Research
Late
(Post-Opp)
Why Marketo
Pricing
Demos
Video Testimonials
Case Studies
Whitepapers
Research
Late
(Post-Opp)
Why Marketo
Pricing
Demos
Video Testimonials
Case Studies
Content – Story Arcs
Слайд 54Key questions to ask
Which content assets work best for you
at TOFU, MOFU, BOFU
Which content assets are best performing for a particular vendor (ex: paid email)?
Which assets are good for bringing in qualified leads?
Which assets are good for opportunity creation?
What content works best in nurturing?
What blog post topics have the best engagement?
Which content assets are best performing for a particular vendor (ex: paid email)?
Which assets are good for bringing in qualified leads?
Which assets are good for opportunity creation?
What content works best in nurturing?
What blog post topics have the best engagement?
Слайд 56Downloaded eBook on Analytics
Registered for Analytics Webinar
Downloaded Analytics Survey Results
Attended “Top
10 Marketing Reports” Webinar
Engaged with us at Big Tradeshow
Connected with Sales Rep
Engaged with us at Big Tradeshow
Connected with Sales Rep
First Touch
3 months
$100K
$100K
Слайд 57Downloaded eBook on Analytics
Registered for Analytics Webinar
Downloaded Analytics Survey Results
Attended “Top
10 Marketing Reports” Webinar
Engaged with us at Big Tradeshow
Connected with Sales Rep
Engaged with us at Big Tradeshow
Connected with Sales Rep
Multi Touch
3 months
$25K
$0
$25K
$25K
$100K
$25K
Слайд 58Know what is effective at
TOFU vs. MOFU
More efficient at pushing
leads through funnel
More efficient at acquiring the right leads
Слайд 59Example
Website – 23K views, 10,283 downloads
Email – 2,730 clicked
Slideshare – 7,693
views
Social impressions – 1,149
Social impressions – 1,149
Good
BEST
Слайд 60Leverage Data to Determine Best Offer For Each Vendor
Consider offer data,
program goal, content asset, and content stage to make final determination.
Слайд 61Content ROI
Make sure stakeholders agree on the criteria.
Establish Goals and
ROI Estimates
Up-Front
Design Programs to Be Measurable
Focus on the Decisions that Improve ROI
