An A to Z guide to content strategy, creation, and promotion by Dayna Rothman (@dayroth), Sr. Content Marketing Manager at Marketo and Author of Lead Generation for Dummies.

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2. Dayna Rothman
Sr. Content Marketing Manager, Marketo and
Author of Lead Generation for Dummies
@dayroth

6. 66%-90%
of the buyer’s
journey is
complete before
that buyer
reaches out to a
sales person.

7. 68% of
consumers spend
time reading content
from a brand they
are interested in.

8. Content marketing helps
your brand stand out.

9. …and reduces risk
for your buyers.

10. Many
marketers
think
creating
great
content is
an uphill
battle.

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12. Your Team.

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Staffing for Content Creation
• Get Stakeholder buy-in
• Appoint executive editor
• Invest in content creators
• Content consumers
• Great communicators
• Great project managers

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Chief Content Officer/Director of Content
• Marketo - VP of Product Marketing
• Executive leadership
• Responsibilities could include:
• Owns story of the business
• Content final approval
• Audience development/influencer relations
• Measurement/business accountability

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Managing Editor
• Content strategy and creation
• Vendor coordination
• Production
• Scheduling
• Consistency
• SEO
• Publishing
• Blog management

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Content Creators
• Additional team members
• Internal SMEs
• Outsourced writers
• Outsourced design agencies
• Partners, customers, and other thought leaders

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Organizational Content Contributors
How do you get the thought leaders in your company to
create content?
• Stakeholder /executive support
• Grass roots evangelism
• Training
• Incentive programs
• Create a splash!

18. Content Planning.

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Persona Creation and Buyer Journeys

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VS.

22. Content Arcs and Themes
Product
Releases
New services
Trends
Hot Topics

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Mapping Content
• Mid Stage
Gated? Yes
• Late Stage
Gated? Mostly No
• Early Stage
Gated? No

24. Lean Content Creation.

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Repurpose Content

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Repurpose “Big Rock” Content Example
Definitive Guide to MA:
Webinars:
Ebooks:
Infographics:

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Videos:
Blogs:

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Repurpose Blogs
Blog to Ebook

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Rewrite and Redesign
Before After

31. Promoting Your Content: A
Sample Plan

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Webinars
• Expand your reach for a key ebook by offering a
webinar
• Asset: Definitive Guide to Social Marketing
• Webinar 1: The Definitive Guide to Social Marketing
Webinar
o Registrants: 2,775 Attendees: 588
o Recorded Asset: 16,000 views
• Webinar 2: The ROI of Social Marketing
o Registrants: 2,289 Attendees: 568
o Recorded Asset: 3,000 views

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Be Everywhere with Your Asset Art

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Website Real-Estate

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Blog Promotion

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Email Promotion

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Social Promotions
• Facebook Tab: 10,854 Views, 2,680 Form Fill-outs
• Facebook Ads: 2620 Downloads
• Twitter Ads: 1,430 views, 31 Form Fill-outs
• SlideShare: 7,641 views, 312 Downloads

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Visual Content for Social

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Pay-Per-Click

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AllNames
Target&
Recycled
Engaged
Lead
Nurturing
Lead Nurturing Plugs the Leak
Building relationships with qualified prospects
regardless of their timing to buy, with the goal
of earning their business when they are ready.
Con-
tacted
Opportunity
Sales
Lead
MQL
SAL
SQL
Marketo Data:
•% new Targets not Opp ready: 98%
•Target to Opp time: 123 days avg
•% Slow Leads: 80%
•50% more MQLs at 33% lower cost per lead

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7 Key Takeaways
1. The way buyers buy has changed forever—the way we
market and sell must change as well.
2. Publish/own content to help leads find you.
3. Investing in the right team is the key to success.
4. Do more with less by using lean content creation
5. Multi-channel content promotion will give you biggest
bang for your buck.
6. Create content for all stages of the buying cycle
7. Thing big, start small, move quickly!

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