Everyone is talking about content marketing. However, many businesses struggle to get started, build their team, and create enough engaging content to fuel their lead generation strategy. Attend this webinar and learn how to construct a solid content marketing plan that converts. Listen in as Dayna Rothman, Content Marketing Manager at Marketo, discusses: • How to create a rockstar content marketing team • How to do more with less by using lean content marketing techniques • How to build your content marketing planned based around themes and personas • Examples from Marketo’s own content marketing successes • How to leverage content throughout the customer lifecycle

1. Creating Content that Converts: Lean
Content Marketing for Lead Generation
Dayna Rothman, Content Marketing Manager, Marketo
@dayroth
@JoePulizzi #CMWORLD

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Brand awareness
Brand preference
Risk reduction
Blogs Definitive GuidesResource Center VideoWebinars
Content Marketing for Brand & Like

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10. 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
• Create a content / social policy
Marketo invests
10% of headcount
into content
www.marketo.com/
trust/social-media-
policy.php
@jonmiller

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Chief Content Officer/ Director of Content
• Executive leadership
• Responsibilities include:
• Owns story of the business
• Content final approval
• Web/creative approval
• Contract negotiations
• Audience development/influencer relationships
• Measurement
• Accountability

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Managing Editor
• Content creation
• Production
• Scheduling
• Consistency
• SEO
• Publishing

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Content Creators
• Additional team members
• Internal SMEs
• Outsourced writers
• Content creation services
• Partners/thought leaders

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Content Producers
• Design team
• In-house
• Outsourced
• Agency

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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!

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Who do you look for?

18. Content Planning.

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Buying Stages—Creating Your Funnel

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

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Buyer Personas

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VS.

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Ideation
Generating ideas on a consistent basis has been reported
to be one of the biggest content marketing challenges.
• Engage your organization
• Social listening
• Customer interviews
• Surveys
• Hot trends and topics
• SEO considerations
• Personal/business interests

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Content Arcs/ Themes
• What do you want to talk about and when?
• Themes based on product releases, new services, other
announcements
• Themes based on trends, hot topics
• Arcs could be 1 month – 6 months depending on your
business
• Example: Agency Content Arc

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To Gate or not to Gate?

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Form Length

28. Lean Content Creation.

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Content isn’t Just
Whitepapers.
• Blog posts
• Videos
• Podcasts
• SlideShare Presentations
• Infographics
• Moving Infographics
• Activity Books/Worksheets
• Articles

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Visual Helps Content Stand Out
VS.
13,000 Views 339,000 Views

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THE 3 R’s OF CONTENT MARKETING Optimization
Repurpose, Rewrite, Retire

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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

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Retire
• Every piece of content should have a limited shelf life
• Ask yourself:
• How is this content piece performing?
• Could we rewrite or redesign?
• Obvious content to retire:
• Reports that are dated
• Assets around an event
• Topic is no longer relevant

39. Promoting Your Content: A
Sample Plan

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The Asset
The Definitive Guide to Social Marketing: 111,000 Views

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Webinars
• Webinar 1: The Definitive Guide to Social Marketing
• Registrants: 2,775 Attendees: 588
• Recorded Asset: 14,000 Views
• Webinar 2: The ROI of Social Marketing
• Registrants: 2,289 Attendees: 568
• Recorded Asset: 3,000 Views

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Be Everywhere

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On Your Website
@jonmiller

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On Your Blog
@jonmiller

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Email Promotions
• Rolling Launch: 4 Email Blasts to Database

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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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Social Referral Campaign

49. Optimize for Mid-Funnel.

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Lead Nurturing Relevance
1. Buying Stages
2. Persona
3. Interest/Industry/Location
4. Dynamic Content

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Lead Nurture Example 1: Buying Stage Track
• Email 1: Tactical Social Media Plan (educational)
• Email 2: Creating Content that Sells (educational)
• Email 3: Definitive Guide to Marketing Automation
(soft promotion)
• Email 4: Definitive Guide to Lead Nurturing (soft
promotion)
• Email 5: Marketing Automation Buyers Guide (soft
promotion)
• Email 6: Case Study 1 (hard promotion)
• Email 7: Case Study 2 (hard promotion)
• Email 8: Demo Offer (hard promotion)

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Lead Nurture Example 2: Interest Based (Email
Marketing)
• Email 1: 10 Tips for Successful Email Marketing
(educational)
• Email 2: Beyond B2B Email Marketing (educational)
• Email 3: Graduating from Email Marketing to
Marketing Automation (soft promotion)
• Email 4: The Definitive Guide to Marketing Automation
(soft promotion)
• Email 5: Internal Selling PPT Template for Marketing
Automation (soft promotion)
• Email 6: Email Marketing Case Study (hard promotion)
• Email 7: Demo Offer (hard promotion)

54. Content Marketing ROI.

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Renting vs. Owning
Instead of buying media, marketers are becoming media
and owning it.

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Cost per Lead
Source: Kapost

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Source: Kapost

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ROI Measurements
• Determine what you want to measure
• Contact us
• Social engagement
• Linkbuilding and SEO
• Website stats like time spent on page, bounce rate
• Conversions
• Email conversions
• Lead quality
• Retention period
• Sales cycle

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What Are Other’s Doing?
Source: CMI

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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!

62. Q&A
Dayna Rothman: drothman@marketo.com
@dayroth