2. As you embark on your content expedition
You might find your business undergoing a huge transition
Going from being promotional to focusing on education
Is a huge leap and often takes some consideration
The journey can be long and filled with many bumps
But don’t be deterred by those stumps
And those thumps and those slumps
Before you know it your content will be epic
Think electric, energetic,
and even poetic!

3. How do you succeed on this winding road?
There is a clear path if you follow the code
Ignore all of those downers,
and cynics, and naysayers
We’ll show you the way,
you’ll soon be an A-player
Go out and explore to find
your perfect content team
You want people who are creative,
people who dream
You also want people who know how to lead
And people who really understand your
exact business need

4. First, you want to focus on being
a thought leader
Remember to think about benefits
not only features
And soon you will build an army
of business cheerleaders!
If you remember to talk less and listen more
Just like an airplane, your content will soar!
Your customers have insight,
why not sit down and chat?
If they are scratching their heads then your
content will fall flat

5. Next you will need to humanize your voice
If you hit the right note your content will be the top choice
People will come from every land far and wide
All the way from the North, South, East and West Side
To sit and relax and read your content all day
So they can get back to work and put your suggestions into play

6. How do you create enough
content to use?
In social media, email marketing,
and other places you choose?
Take your big content pieces and
start slicing and dicing
Put a new spin on them and
make them enticing
From ebooks to infographics to
slide decks and memes
So many great options to help
you pick up steam
Don’t forget about blogs
and videos aplenty
On topics from industry
reports to the trendy

7. And as you keep creating, and writing, and sharing
Don’t be afraid to take risks, don’t be afraid to be daring
Strike a debate and start a conversation
And don’t be surprised when you’re looked at with admiration
Sometimes if you find you don’t know what to write
Dig deep, ask your team, do some research, take flight

8. Then take all of that new content that you tirelessly wrote
And think of the millions of ways to promote!
Think email and social, your website, and more
For clicks and opens and leads galore

9. Oh, the content you will create
Don’t worry friend, you too can be first rate
And at the end of your journey you soon will find
Content is more than a tactic, it is really a state of mind

10. And now let’s sit down and do a recap.
What are the top 5 tips, we’ll help you create a map.
1) o out and explore to find your perfect content team –
G
look for people who are creative and people who dream!
2) ake sure your content is educational and fun,
M
if you are too promotional your readers will run.
3) ake your big content pieces and start slicing and dicing,
T
put a new spin on them to make them enticing!
4) ometimes if you find you don’t know what to write,
S
dig deep, ask your team, do some research take flight.
5) ow do you promote all the content you wrote?
H
Think email and social, your website and more,
for clicks and opens and leads galore!

11. About Marketo
Easy, Powerful, Complete.
U.S.A. Headquarters
Marketo uniquely provides easy-to-use, powerful and complete
901 Mariners Island Blvd, Suite 200
marketing software that propels fast-growing small companies and global
San Mateo, CA 94402
enterprises alike. Marketo’s marketing automation and sales effectiveness
Tel: + 650.376.2300
software – including the world’s first integrated solution for social marketing
Fax: + 650.376.2331
automation – streamlines marketing processes, delivers more campaigns,
www.marketo.com
generates more win-ready leads, and dramatically improves sales performance.
blog.marketo.com
With proven technology, comprehensive services and expert guidance, Marketo
www.twitter.com/marketo
helps thousands of companies around the world turn marketing from a cost
center into a revenue driver.
Known for providing breakthrough innovation and fueling explosive growth,
Marketo was recently named one of America’s Most Promising Companies
by Forbes, the #1 Marketing Software Vendor on the INC 500, and the
#1 fastest-growing private company of 2011 by the Silicon Valley Business
Journal. In both 2011 and 2012 the company received the CRM Market Leaders
Awards Winner for Marketing Solutions by CRM Magazine. Salesforce.
com customers also honored the company with two AppExchange Best of ’11
Awards, for Best Marketing Automation Solution and Best
Chatter Exchange.
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South County Business Park
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Dublin 18, Ireland
Tel: + 353.1.242.3000
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