The journey from a ‘like–based’ social strategy (circa 2010) to a ‘lead-based’ ROI strategy (today) is more of a path of discovery than a straight line for many businesses. At Salesforce.com, we began to make this shift almost a year ago as our goals related to social strategy matured. We did not have a compass or blueprint to guide us at the time, but looking back, we see ten key steps that set us on the path to a fully working inbound content engine. This is an overview of 10 proven steps to build a content marketing strategy that will bring new sources of leads to your business.

1. 10 Steps To Content Marketing
Director of Social Content Marketing
Jennifer Deming Burnham
@jennydburnham

2. Social Media
Face-to-Face
Call Centers
Websites
Traditional Media
Advisory Groups
Partners
Source: 2012 IBM Global Chief Executive Office Study
PercentofInteractions
Customer Touchpoint's Are Changing
Customer Interactions

3. Friend
Friend
Friend
Friend
Friend
Friend
Friend
Friend
Friend
Behavior On The Web [Pre-Facebook][Facebook Era]
Sarah Webb
Works at Genwatt, Inc
Lives in Hoboken New Jersey
Married to John Webb
Studied Business Administration at Johns Hopkins
Interesting
concept
This might
be helpful
I’ve got a
question
Worth
reading
Status
update
Like +1
The Rise of the Social Customer

4. Interruption Marketing Social Marketing
Publishers
My Service
My Product
Our Customers
Attract
Entertain
Inform
Producers
Community Managers
Storytellers
Journalists

5. We see brands doing it right

6. Start with Channel Alignment
Consistent
Branding
Map Your
Channels
No Broken
Windows
1

7. Grow Subscribers to Reach Critical Mass
Subscriber Growth Leaderboard
2
Top Tactics: Content Calendar, Like Gate Campaigns, Advertising
Set a Target: Need to Grow Subscribers 6% M/M to Maintain a Channel

8. Create Content That Delights
Retweets Likes
Comments
Shares
Positive Sentiment Embeds
3

9. Start To Blog4

10. Create Offers Across Buyer Stages5

11. Promote Your Offers
Big Offer / Month
Blog Posts / Month
FB Posts / Month
Tweets / Month
1
4
4
16
Suggested Cadence
6

12. Track Your Campaigns7
http://salesforce.com/form/?id=7013000sqyyhttp://bit.ly/salesprocessmap http://na1.salesforce.com/701

13. Nurture Content Marketing Leads
Clicks on a
Tweet
Watched a
Video
Posted a
Question
Read a
Post
Viewed a
Presentation
Became
a Fan
Liked a
Post
Re-Tweeted
a Post
Brand
Mention
SEM Free Trial Contact Me Event Registration eBook Offer
Lead Scoring1
Personalized Journeys2
Campaign Attribution3
Marketing
Automation
8

14. Views
Nurture
Form Completes
Views | Visits | Subscribers
Offers | Campaign IDs | Dashboards
Email Journeys | Lead Scoring
Sales
Specialization
Content
Promotion
Optimization
Soft Offer
Landing Page
Confirmation Page
Lead Nurturing
Sales Follow Up
Sales Effectiveness
ACV ($) Pipeline
Create A Predictable Engine for Leads9

15. Activate Your Networks10

16. Give me a predictable engine for driving growth
Show me how social media…
• Contributes to health of the business
• Provides new sources of prospect traffic
• Collects valid leads
• Drives real $$
Metrics That Really Matter

17. New Pipeline Engines
SEM
(Google Search)
Click
Click
Click
Click
Impression
Impression
Impression
Impression
+Email Addresses
+Ad Dollars
+Social Media Subscribers
Fuel the
Viral Loop
Email Drop
(Newsletter, Offer)
3rd Party Sites
(Display Ads)
Click
Click
Landing Page B
(eBook, Contest, App)
Social Requires
More Soft Offers
Social Post
(Facebook, Twitter...)
Social Ad
(Facebook, Twitter...)
Hard Offer
Soft Offer
Content
Great content & engagement earns subscribers
Advertising is the fastest way to grow subscribers
Content
(Blog Post, Video, Website)
+Ad Dollars
Display Advertising
(Ad Networks)
Content Marketing
(Social Heart of Marketing)
Social Advertising
(Social Heart of Marketing)
Sharing, Likes
Users are cookied for ad re-targeting
Capture new subscribers with reveal pages, great content, & website integration
Promoted
Content
Impression
Search Results
(Google AdWords)
Social
Profile
Email Marketing
(Heart of Marketing)
New email addresses go into marketing automation system
Top Content
Leads by Source
Campaign ROI
Subscribers
Engagement
Qualified Leads
Lead Quality
Conversation Volume
Landing Page A
(Free Trial, Demo)
SEO
(Google Search)
Click
Impression+Inbound Links
Search Results
(Organic Results)
Shares, likes, and comments influence search rankings
+Ad Dollars
Social Adds Two
New Pipeline
Engines
""
Impacts Our Existing
Pipeline Engines""

18. Thank You!