The was a #CMworld 2014 Recap presentation for SLCSEM in September 2014. Content from this deck was taken by Andrew Davis (@TLPDrew), Jason Miller (@JasonMillerCA) and Mathew Sweezey (@MSweezey). It was then wrapped together and philosophized by me.

1. CONTENT MARKETING
YOU CAN LIVE BY
Content Marketing World 2014 Recap
SCLSEM Event: September 17, 2014

2. THE MARKETING FUNNEL
PROBLEM
Presented By Andrew Davis

3. THE SALES FUNNEL PROCESS
Presented
by
Andrew
Davis
-­‐
@TPLDrew

4. FUNNEL 2.0
Presented
by
Andrew
Davis
-­‐
@TPLDrew

5. FUNNEL 2.0
Presented
by
Andrew
Davis
-­‐
@TPLDrew

6. FUNNEL 2.0
Presented
by
Andrew
Davis
-­‐
@TPLDrew

7. THE CUSTOMER JOURNEY
Presented
by
Andrew
Davis
-­‐
@TPLDrew

8. IF YOU WANT TO OWN THE CONSUMER
JOURNEY, CREATE MOMENTS OF
INSPIRATION! - @TPLDREW
Presented
by
Andrew
Davis
-­‐
@TPLDrew

9. IF YOU WANT TO OWN THE CONSUMER
JOURNEY, CREATE MOMENTS OF
INSPIRATION! - @TPLDREW
MOI
=
ROI
Presented
by
Andrew
Davis
-­‐
@TPLDrew

10. THE CUSTOMER JOURNEY
Presented
by
Andrew
Davis
-­‐
@TPLDrew

11. MOMENT OF INSPERATION

12. HIERARCHY OF CONTENT
MARKETING NEEDS

13. HIERARCHY OF CONTENT
MARKETING NEEDS
h6p://righ;ntel.com/home/path-­‐thought-­‐followership-­‐thought-­‐leadership/

14. HIERARCHY RELATED TO
TRAFFIC

15. BIG ROCK AND
TURKEY SLICES
PRESENTED BY JASON A. MILLER

16. ENTER THE BIG ROCK
6

17. WHAT IS A BIG ROCK?
8
1
Create the all-encompassing
guide
to whatever the hell
conversation you
want to own

18. MARKETING ON LINKED IN

19. BIG ROCK BY LINKED IN
Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm

20. TURN THE BIG ROCK INTO A
TURKEY
11
Repurpose Content
Company Pages Sponsored Updates
(Turn it up to eleven!)
LinkedIn Groups SlideShare

21. PODCASTS AND SLIDESHARES
Big Rock repurposed into “Turkey Slices”
The Sophisticated Marketer’s Guide to LinkedIn
Podcast
SlideShare

22. EBOOKS AND BLOGS
eBooks
Blogs

23. INFOGRAPHICS
Infographics

24. WEBINAR AND PHYSICAL BOOK
The Webinar Physical Book

25. THEN YOU TAKE IT GLOBAL
Take it Global

26. PROMOTING THE CONTENT
MQL
22
Turkey Slices (Non Gated)
Lead Capture
No Yes
SDR
Sales Qualified?
Sales Revenue
BIG ROCK
(Gated)
Nurture
No Yes

27. ANY GUESSES ON ROI?

28. ANY GUESSES ON ROI?
27
18,000% ROI

29. AND THE TEAM TO CREATE THIS:
29

30. NURTURING YOUR
CONTENT
PRESENTED BY MATHEW SWEEZEY

31. BREAK CONTENT INTO
NURTURING STAGES
8"
Define Stages
1 2 3
Marketing Cycle Sales Cycle

32. STAGES
1. Unidentified Needs
2. Identified Needs
3. Researching Solution

33. MATCHING CONTENT TO STAGES
14"
Stage"1" Stage"2" Stage"3"
• Industry"study"
• High8Level"
content"to"
help"iden?fy"
their"need""
• Blog"Posts"
• Case"Studies"
• Videos"
• Industry8
specific"blog"
posts"
• Demo"Videos"
• Buyers"guide"
• Reviews""
• Success"Kits"
• Comparison"charts"
• Customer"
Tes?monials"
Content – Call to Action

34. DO YOU HAVE THE RIGHT
CONTENT FOR EACH STAGE? ?

35. FINDING THE RIGHT
CONTENT
OPPORTUNITIES

36. EMPATHY
Empathize with your
prospects and
customers.
• Keyword Research
based on needs

37. 4
Not more content, more relevant content

38. 3 TYPES OF EMPATHY
5
Split into three steps
In business, there are three levels of empathy.
The first is "on-demand" empathy, which is the
ability to sense what customers want. The
second is "solution" empathy, which entails
understanding a customer's problem and
figuring out how to address it. The third is
"transcendent" empathy where you create
solutions to problems that customers don't
even know that they have.
— Geoffrey James, INC
1 On-demand
2 Solution
3 Transcendent

39. “HOW”+“KEYWORD”

40. SOOVLE
Search
• “how to”+“content marketing”
Suggested Search
• how to do content marketing
• how to measure content
marketing
• how to use content marketing
• how to sell content marketing
• how to start content marketing
• how to create content marketing
• how to create content marketing
strategy
• how to write content marketing
• how to improve content
marketing

41. SEARCH RESULTS

42. RETURNING TO THE FUNNEL

43. RETURNING TO THE FUNNEL
There
are
numerous
companies
that
have
top
;er
writers
crea;ng
keyword
op;mized
content
with
no
clear
iden;fica;on
of
who
the
content
is
for,
or
what
the
specific
intended
outcome
is.
Or
where
one
content
object
fits
with
other
content
and
how
they
are
connected
to
the
customer
experience.
-­‐Lee
Odden

44. THANK YOU!
DAVID MALMBORG
@DAVIDMALMBORG

45. RECAPS WORTH READING:
• http://www.publishthis.com/10-best-things-content-marketing-world-2014/
• https://www.linkedin.com/pulse/article/20140912180343-5866747-10-important-things-
i-learned-about-storytelling-at-content-marketing-world
• http://marketing.linkedin.com/blog/5-profound-takeaways-content-marketing-world/