From Audit to Revenue – Content Marketing Tips, Tricks & Ideas Discovered, Created and Stolen The one repeated demand, common to us all, is the cry for more content. More content will solve all ills, right? Sales needs this, customer service wants that, marketing needs more of something else. Balderdash – more web pages or more product data sheets are not the answer. Content marketing is not about volume, it is about having the right content, at the right time, in front of the right audience and connecting with that audience and driving a satisfactory result for you and them. In this presentation we’ll look at what is working for organizations like yours; the tips, tricks and ideas that have changed approaches to content development, tactics, execution and ultimately driven success. From the nitty-gritty of a content audit to what marketers consider effective today, we packed a lot into this American Marketing Association New Orleans lunch on November 20th 2014.

1. © 2012 NetIQ Corporation. 1 All rights reserved.

2. © 2012 NetIQ Corporation. 2 All rights reserved.

3. @D_Shephard
#AMANOLA
© 2012 NetIQ Corporation. 3 All rights reserved.

4. 0.45%
© 2012 NetIQ Corporation. 4 All rights reserved.

5. @D_Shephard Build a
bank of evergreen or
deep content that you can
repurpose and recycle
and reuse.
http://inmaps.linkedinlabs.com
© 2012 NetIQ Corporation. 5 All rights reserved.

6. © 2012 NetIQ Corporation. 6 All rights reserved.

7. © 2012 NetIQ Corporation. 7 All rights reserved.

8. © 2012 NetIQ Corporation. 8 All rights reserved.

9. © 2012 NetIQ Corporation. 9 All rights reserved.

10. © 2012 NetIQ Corporation. 10 All rights reserved.

11. X% of Your Content is Redundant!
© 2012 NetIQ Corporation. 11 All rights reserved.
What do we have?
Why do we have it?
What do we need?
Why do we need it?
What does:
• Google Analytics say?
• Sales say?
• Support say?
• Users say?
• Partners say?
• Prospects say?

12. © 2012 NetIQ Corporation. 12 All rights reserved.

13. © 2012 NetIQ Corporation. 13 All rights reserved.

14. © 2012 NetIQ Corporation. 14 All rights reserved.
Content
That Exists

15. Plus: Location, Content Type, Buying Stage, GTM, Purpose, Web/Marcom Area,
Comments, Actions, etc. etc.
© 2012 NetIQ Corporation. 15 All rights reserved.

16. @D_Shephard You
probably have the content
you need. Figure out how to
deliver and integrate it into
the customer experience.
http://inmaps.linkedinlabs.com
© 2012 NetIQ Corporation. 16 All rights reserved.

17. © 2012 NetIQ Corporation. 17 All rights reserved.

18. Attract
Engage
Nurture
Sell
Deliver
© 2012 NetIQ Corporation. 18 All rights reserved.
Unaware
Interest
Established
Problem
Acknowledged
Looking for
Solution

19. @D_Shephard content can be
aligned with the sales funnel.
Start with an engaging /
inspirational story this will
connect many more people
http://inmaps.linkedinlabs.com
© 2012 NetIQ Corporation. 19 All rights reserved.

20. © 2012 NetIQ Corporation. 20 All rights reserved.

21. Content Target
Audience
Wants
© 2012 NetIQ Corporation. 21 All rights reserved.
Inc. SEO Content
Google Wants
Content
That Exists

22. Personas
Define
Objectives
/ Create
Templates
Query
Database
© 2012 NetIQ Corporation. 22 All rights reserved.
Interview
Employees
Interview
Customers
/ Prospects
Publish
Persons

23. Personas
© 2012 NetIQ Corporation. 23 All rights reserved.

24. Customer Journey
© 2012 NetIQ Corporation. 24 All rights reserved.

25. Customer Journey
© 2012 NetIQ Corporation. 25 All rights reserved.

26. Route Optimization
© 2012 NetIQ Corporation. 26 All rights reserved.

27. Content Target
Audience
Wants
© 2012 NetIQ Corporation. 27 All rights reserved.
Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants

28. Content Target
Audience
Wants
© 2012 NetIQ Corporation. 28 All rights reserved.
Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants
Make This!

29. Content Target
Audience
Wants
© 2012 NetIQ Corporation. 29 All rights reserved.
Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants
Make This!
Tweak /
Atomize This!

30. Tweak / Atomize This!
© 2012 NetIQ Corporation. 30 All rights reserved.

31. @D_Shephard Share your
personality and perspective.
People can get information from
Google. They like your content
because they like YOU.
http://inmaps.linkedinlabs.com
© 2012 NetIQ Corporation. 31 All rights reserved.

32. Be Interesting…
© 2012 NetIQ Corporation. 32 All rights reserved.
http://www.blacksquid.com.au/packaging.php

33. Tweak / Atomize This!
© 2012 NetIQ Corporation. 33 All rights reserved.

34. Tweak / Atomize This!
© 2012 NetIQ Corporation. 34 All rights reserved.

35. Tweak / Atomize This!
© 2012 NetIQ Corporation. 35 All rights reserved.

36. © 2012 NetIQ Corporation. 36 All rights reserved.

37. Content Target
Audience
Wants
© 2012 NetIQ Corporation. 37 All rights reserved.
Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants
Make This!
Tweak This!
Is It Effective?
• What objective?
• Who is audience & why

38. Content Target
Audience
Wants
© 2012 NetIQ Corporation. 38 All rights reserved.
Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants
Make This!
Tweak This!
Is It Effective?
• What objective?
• Who is audience & why
Yes No

39. Content Target
Audience
Wants
© 2012 NetIQ Corporation. 39 All rights reserved.
Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants
Make This!
Tweak This!
Is It Effective?
• What objective?
• Who is audience & why
Yes No
Why?
Why?

40. Content Target
Audience
Wants
© 2012 NetIQ Corporation. 40 All rights reserved.
Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants
Make This!
Tweak This!
Is It Effective?
• What objective?
• Who is audience & why
Yes No
Why?
Why?
Move It
Kill It
Tweak It

41. Content Target
Audience
Wants
© 2012 NetIQ Corporation. 41 All rights reserved.
Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants
Make This!
Tweak This!
Is It Effective?
• What objective?
• Who is audience & why
Yes No
Why?
Why?
Test It
Move It
Kill It
Tweak It

42. © 2012 NetIQ Corporation. 42 All rights reserved.