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Crucial Content Elements
  to Drive Your Marketing

                    Curt Porritt
                SVP of Marketing
               MasterControl, Inc.
                           #cmworld
What is “Content Marketing?”
Basic Philosophy:

“You can make more friends in two months
by becoming interested in other people than
you can in two years by trying to get other
people interested in you.”
                               Dale Carnegie



                                         #cmworld
What is “Content Marketing?”
• “Curt’s Definition”

  Content marketing involves delivering a
   large amount of valuable information to
  prospects and customers with the ultimate
    goals of increasing loyalty, introducing
       solutions, and improving brand.

   Everything points to valuable content.

                                            #cmworld
It Should Be Process-Driven




      Call Team Activities               Sales - Stages 1 through 9

           Hold, Lost,                              Hold, Lost,
         Deferred, Dead,                          Deferred, Dead,
        Zombie, Hot, Etc.                          Zombie, Hot,
                                                        Etc.




                        The Internal Marketing Machine
      (email, direct mail, white papers, newsletters, webinars, etc.)


                                                                      #cmworld
What Types of Content?




                                            Customer
              4 Prospect         Prospect    Website
              Newsletters        Website
                                                  White
                                                 Papers,
 Customer                                          Data
 Newsletter                                      Sheets,
                             Webinars,             Case
                            Videos, and          Studies,
                            Flash Tours            etc.


                                                       #cmworld
What Types of Content?
• In a typical year we’ll produce about 450 content projects
  or 8.5 per week (Team of four writers & two designers)
   –   73 Newsletters Articles – (4 prospect newsletters, 1 customer newsletter)
   –   36 Email Blasts - (Does not include newsletter blasts.)
   –   25 Customer Website Pages – (ads, product, events, training, etc.)
   –   89 Prospect Website Pages – (new and edited)
   –   74 SEO Articles Published – (link-building articles)
   –   66 Sales-related Collateral – (brochures, white papers, case studies)
   –   Public Relations Collateral – (15 press releases, 12 LinkedIn pages)
   –   12 Direct Mailers
   –   42 Event Pages
   –   4 Flash Quick Tours



                                                                             #cmworld
Driving Content
• Search Engines




                   #cmworld
Driving Content
• Website




                  #cmworld
Driving Content
• Website




                  #cmworld
Driving Content
• Email




                  #cmworld
Driving Content
• Newsletters




                  #cmworld
Driving Content
• White Papers




                  #cmworld
Driving Content
• Multimedia




                  #cmworld
Driving Content
• Social Media




                  #cmworld
Driving Content
• Social Media: Investment




Social media investment
is second from top.




                             #cmworld
Driving Content
• Social Media: Effort vs. Effectiveness




Social media
effectiveness
is close to
the bottom.




                                           #cmworld
Driving Content
• Social Media: SEO Effectiveness




Social media
is next to last in
SEO effectiveness.




                                    #cmworld
Driving Content
• Social Media: Lead Generation Effectiveness




Social media
is next to last in
lead generation
effectiveness.




                                                #cmworld
Driving Content
• Social Media: Is It The Next Dot.com Bubble?

   – We haven’t yet figured out social media, especially among
     B2B companies.

   – The hype and investment is greater than the results (so far).

   – It’s not going away. (We need to figure it out.)

   – It will be interesting to watch.

   – My advice: Invest Cautiously!




                                                                     #cmworld
Tracking Results - Analytics
From the Online Forms We Know:
                                                          SalesForce
•   Company
•   Name
•   Department
•   Industry
•   Phone #
•   Email
•   Country
•   Job Title
•   Comments

What We Know via Other Means:
•   Interests (keyword used, white paper downloaded, etc.)
•   Lead Quality (A vs. B)
•   Lead Source (video, “contact us” form, trade show etc.)
•   Campaign (PPC, banner ads, internal email, external email, etc)
•   Duplicate Lead (if they have filled out a form on our site before)
•   First Conversion Date (the first time they requested info from the website)


                                                                             #cmworld
Tracking Results - Analytics




                               #cmworld
Tracking Results – Website
   8


   7
         Most Popular Website Pages
   6
                               Form Conversion
   5                             2009 – 36%
   4
                                 2010 – 35%’
                                 2011 – 37%
   3
                                                 2009
                                                 2010
   2
                                                 2011 YTD

   1


   0




                                                   #cmworld
Tracking Results – Qual. Opps
                 Total Qualified Opportunities in the Sales Pipeline
                                  2008 thru 2012
 600



 500



 400


                                             329                       2012
 300
                                       285                             2011
                                 244                                   2010
 200                                                                   2009
                           188
                                                                       2008
                     146
 100        90
       46
   0




                                                                       #cmworld
Tracking Results – Qualified Opps
         2011 Total Qualified
        Opportunities in Sales
               Pipeline
                       Partners
               Sales     5%
               13%


                Marketing
                  82%




                                    #cmworld
Tracking Results - Branding
         Number of Search Engine Searches for
                   "MasterControl"
 2,200

 2,000

 1,800

 1,600

 1,400
                                                master
 1,200                                          control
                                                mastercontro
                                                l
 1,000                                          Total

  800

  600

  400

  200

    0




                                                      #cmworld
Tracking Results - Branding
           From which of the following companies have you received
          communication within the last month? (i.e. newsletter, white
           paper, direct mail, email, etc. Please check all that apply.)
  35.0%

  30.0%

  25.0%

  20.0%

  15.0%

                                                                           2008
  10.0%
                                                                           2009
  5.0%                                                                     2010


  0.0%




                                                                           #cmworld
Tracking Results - Branding
                 When you think of the communication you’ve received from these
              companies, to which ones have you responded within the past year? (i.e.
                   visited their website, called them, emailed them, attended a
                  webinar/seminar, downloaded a white paper, read a newslette
  30.0%



  25.0%



  20.0%



  15.0%                                                                                   2008
                                                                                          2009

  10.0%                                                                                   2010



  5.0%



  0.0%
          MasterControl      Sparta     ETQ   Pilgrim    Camstar   MetricStream   Qumas
                            Systems
                          (Trackwise)




                                                                                          #cmworld
Summary
• Content Marketing Works
   – Offering content with real value yields loyalty, sales
     opportunities, and improved branding

• It requires an investment in time and effort

• It is a strategic, long-term process, not a short-
  term, tactical activity

• Tracking success and making adjustments is
  important

                                                          #cmworld
Thank You!

Crucial Content Elements
  to Drive Your Marketing

                    Curt Porritt
                SVP of Marketing
               MasterControl, Inc.
                           #cmworld

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“Crucial Content Elements to Drive Your Marketing”

  • 1. Crucial Content Elements to Drive Your Marketing Curt Porritt SVP of Marketing MasterControl, Inc. #cmworld
  • 2. What is “Content Marketing?” Basic Philosophy: “You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.” Dale Carnegie #cmworld
  • 3. What is “Content Marketing?” • “Curt’s Definition” Content marketing involves delivering a large amount of valuable information to prospects and customers with the ultimate goals of increasing loyalty, introducing solutions, and improving brand. Everything points to valuable content. #cmworld
  • 4. It Should Be Process-Driven Call Team Activities Sales - Stages 1 through 9 Hold, Lost, Hold, Lost, Deferred, Dead, Deferred, Dead, Zombie, Hot, Etc. Zombie, Hot, Etc. The Internal Marketing Machine (email, direct mail, white papers, newsletters, webinars, etc.) #cmworld
  • 5. What Types of Content? Customer 4 Prospect Prospect Website Newsletters Website White Papers, Customer Data Newsletter Sheets, Webinars, Case Videos, and Studies, Flash Tours etc. #cmworld
  • 6. What Types of Content? • In a typical year we’ll produce about 450 content projects or 8.5 per week (Team of four writers & two designers) – 73 Newsletters Articles – (4 prospect newsletters, 1 customer newsletter) – 36 Email Blasts - (Does not include newsletter blasts.) – 25 Customer Website Pages – (ads, product, events, training, etc.) – 89 Prospect Website Pages – (new and edited) – 74 SEO Articles Published – (link-building articles) – 66 Sales-related Collateral – (brochures, white papers, case studies) – Public Relations Collateral – (15 press releases, 12 LinkedIn pages) – 12 Direct Mailers – 42 Event Pages – 4 Flash Quick Tours #cmworld
  • 7. Driving Content • Search Engines #cmworld
  • 12. Driving Content • White Papers #cmworld
  • 14. Driving Content • Social Media #cmworld
  • 15. Driving Content • Social Media: Investment Social media investment is second from top. #cmworld
  • 16. Driving Content • Social Media: Effort vs. Effectiveness Social media effectiveness is close to the bottom. #cmworld
  • 17. Driving Content • Social Media: SEO Effectiveness Social media is next to last in SEO effectiveness. #cmworld
  • 18. Driving Content • Social Media: Lead Generation Effectiveness Social media is next to last in lead generation effectiveness. #cmworld
  • 19. Driving Content • Social Media: Is It The Next Dot.com Bubble? – We haven’t yet figured out social media, especially among B2B companies. – The hype and investment is greater than the results (so far). – It’s not going away. (We need to figure it out.) – It will be interesting to watch. – My advice: Invest Cautiously! #cmworld
  • 20. Tracking Results - Analytics From the Online Forms We Know: SalesForce • Company • Name • Department • Industry • Phone # • Email • Country • Job Title • Comments What We Know via Other Means: • Interests (keyword used, white paper downloaded, etc.) • Lead Quality (A vs. B) • Lead Source (video, “contact us” form, trade show etc.) • Campaign (PPC, banner ads, internal email, external email, etc) • Duplicate Lead (if they have filled out a form on our site before) • First Conversion Date (the first time they requested info from the website) #cmworld
  • 21. Tracking Results - Analytics #cmworld
  • 22. Tracking Results – Website 8 7 Most Popular Website Pages 6 Form Conversion 5 2009 – 36% 4 2010 – 35%’ 2011 – 37% 3 2009 2010 2 2011 YTD 1 0 #cmworld
  • 23. Tracking Results – Qual. Opps Total Qualified Opportunities in the Sales Pipeline 2008 thru 2012 600 500 400 329 2012 300 285 2011 244 2010 200 2009 188 2008 146 100 90 46 0 #cmworld
  • 24. Tracking Results – Qualified Opps 2011 Total Qualified Opportunities in Sales Pipeline Partners Sales 5% 13% Marketing 82% #cmworld
  • 25. Tracking Results - Branding Number of Search Engine Searches for "MasterControl" 2,200 2,000 1,800 1,600 1,400 master 1,200 control mastercontro l 1,000 Total 800 600 400 200 0 #cmworld
  • 26. Tracking Results - Branding From which of the following companies have you received communication within the last month? (i.e. newsletter, white paper, direct mail, email, etc. Please check all that apply.) 35.0% 30.0% 25.0% 20.0% 15.0% 2008 10.0% 2009 5.0% 2010 0.0% #cmworld
  • 27. Tracking Results - Branding When you think of the communication you’ve received from these companies, to which ones have you responded within the past year? (i.e. visited their website, called them, emailed them, attended a webinar/seminar, downloaded a white paper, read a newslette 30.0% 25.0% 20.0% 15.0% 2008 2009 10.0% 2010 5.0% 0.0% MasterControl Sparta ETQ Pilgrim Camstar MetricStream Qumas Systems (Trackwise) #cmworld
  • 28. Summary • Content Marketing Works – Offering content with real value yields loyalty, sales opportunities, and improved branding • It requires an investment in time and effort • It is a strategic, long-term process, not a short- term, tactical activity • Tracking success and making adjustments is important #cmworld
  • 29. Thank You! Crucial Content Elements to Drive Your Marketing Curt Porritt SVP of Marketing MasterControl, Inc. #cmworld