Use Content Marketing to Reach Your Audience - Andreas Ramos
1. Use Content Marketing
to Reach Your Audience
Andreas Ramos
Alok Vasudeva
San Francisco,
March 30, 2013
2. Who We Are
Andreas Ramos Alok Vasudeva
• PPC for MIT • 10+ years in B2B
• SEO for Stanford marketing
• Co-founder, • Expertise in
Classjunky.com product
• Adviser to five SV management,
product
startups
marketing,
• Worked at SUN,
marketing
SGI, Brio, Acxiom communications
• Author of seven • Emulex, Hitachi
books Data Systems,
• Upcoming book on Marconi, Siemens
Content Marketing Communications
2
4. Problem: Advertising Doesn’t Work
• 5,000 ads per person daily
• 80% of the target audience
ignores TV ads (Nielsen)
• 63% of the web users use
software to block ads
(Sequenti.al, 2012)
• Unilever spent $6.3m on TV,
but reached only 40%
(Financial Times)
• 61% decide without talking to
sales (MarketingSherpa, 2012)
• 57% of the purchase decision
is made before talking with
sales (Eloqua)
4
5. Solution: Content Marketing
• 91% of CMOs are using content marketing
• 34% of marketing budgets at Fortune 500s
• Coca-Cola and Intel
Content Marketing Institute
B2B Content Marketing, 2013
5
7. What Is Content Marketing?
Traditional marketing is “push marketing”
• It is pushed at the audience
• It is broadcasted at the audience
• Don’t create marketing blah-blah-blah
Create useful content that the audience wants
• It is content that they want
• They seek it out
• Find their questions and give them answers
• Find out their problems and offer solutions
• Examples: FAQs, support, technical documentation
7
9. What Does Your Audience Want?
Use Web 2.0 tools
• Search queries on your
website
• Yahoo Answers
• Quora
• Search Twitter and
download
• Forums in FB, LinkedIn,
G+, etc.
• Influencer tools (eCairn,
EzyInsights)
• Word Clouds
EzyInsights.com
9
10. Use the Formats that Your Audience Wants
• Text • Image
• eNewsletters • Photo essays
• Blogs • Infographics
• FAQs • llustrations
• White papers
• Books • Video
• eBooks • Interviews
• Demonstrations
• Case studies
• Events
• Tweets
• Slideware
• Audio
• Press release • Podcasts
10
11. Use the Basics of Marketing
• Business goal
• Branding (logo, colors, font)
• Unique Value Proposition (UVP)
• Target Audience
• Use a Brand Guideline document
• Where to get one?
• andreas.com/marketingcamp.html
11
12. Tracking and Metrics
• Analytics
• Adobe Omniture, IBM Coremetrics, Google Analytics
• Email Automation
• Add a form to your site
• Build your mailing list
• Acxiom, Responsys, VerticalResponse, MailChimp
• Marketing Automation
• Moves visitors through your site
• Sorts prospects into good or poor
• Eloqua, Marekto, Loopfuse
• CRM
• Manages your sales team’s performance
• SAP, Salesforce, Full Circle, Pivot-It
12
13. Why Metrics?
• KPIs
• Cost-per-Lead (CPL)
• Cost-per-Acquistion (CPA)
• KPIs are for investors
• Show that you have a strategy to grow traffic
• Show how much it cost to reach the target
• Buy your traffic
13
14. Summary: Why Content Marketing?
• Give your audience what they
want
• Bypass the media
• Bypass Google
• Control your message
14