The Dark Side of Content Marketing
•Download as PPTX, PDF•
1 like•1,455 views
What do we mean by "The Dark Side" of content marketing? Not all content is created equal and some strategies can actually be harmful to your business. Join the Scripted marketing team for the live webinar: The Dark Side of Content Marketing to discuss how to avoid detrimental content practices.
Recommended
Recommended
More Related Content
What's hot
What's hot (19)
Viewers also liked
Viewers also liked (18)
Similar to The Dark Side of Content Marketing
Similar to The Dark Side of Content Marketing (20)
More from Scripted.com
More from Scripted.com (20)
Recently uploaded
Recently uploaded (20)
The Dark Side of Content Marketing
- 2. Who We Are Eric MacColl Marketing Director Nicole Karlis Content Manager Miles Gotcher Lead Gen Manager
- 16. 60% 32% 0% 10% 20% 30% 40% 50% 60% 70% Documented Strategy Not Documented Strategy % Highly Effective at Content Marketing
- 18. Develop Content Around These Personas
- 23. Content Marketing Generates 3X More Leads Per Dollar source: Demand Metric
- 28. Keep Testing!
- 29. “Only 21% of marketers think that they are successful at measuring the ROI of their content marketing efforts.”
- 30. Step Back: What Are Your Goals?
- 33. ROI Is More Than ‘Sales’
- 34. Focus on Engagement and Quality First
- 35. “The one metric I really look at is comments per post. It tells me how engaged an audience is. No matter how much traffic you have, if you can’t cultivate an engaged audience you won’t be able to convert those visitors into customers.” - Neil Patel, Founder of Quick Sprout
- 36. How Evernote Focuses on Engagement
- 37. Can You Answer These Questions? Are people sharing your content? Are people commenting on your posts? Are people liking your content? Do people read your content?
- 38. Can You Answer These Questions? Are people sharing your content? - Buffer, Sharedcount.com, SimpleReach, Buzzsumo Are people commenting on your posts? - Disqus, Livefyre, Google+, Facebooks Are people liking your content? - Facebook, LinkedIn Do people read your content? - Google Analytics, Kapost, CrazyEgg, Scroll Depth Plugins
- 39. Stats to Measure Engagement • Traffic • Time on Site • Bounce Rate • Social Shares per Post • Pages Per Visit
- 40. Time to Grow Subscribers, Leads, and Sales
- 41. Fill Top Of Funnel Through Content Traffic Leads MQLs Opps Wins
- 42. Fill Top Of Funnel Through Content Traffic Leads MQLs Opps Wins
- 44. Turning Traffic to Leads 1. Newsletters 1. Overlay 2. Top right sign up 3. SumoMe Bar 2. Gated Content 1. eBooks 2. WhitePapers 3. Webinars
- 45. How HubSpot Turns Traffic To Leads
- 46. How Udemy Turns Traffic To Signups
- 47. Cost of Content Creation Cost of Content Promotion Traffic Generated Leads Acquired Sales Opportunities Pipeline Generated Sales and Revenue
- 48. B2B Metrics for Content Marketing Success
- 49. B2C Metrics for Content Marketing Success
- 50. Takeaways 1.Document Your Content Strategy 2.Know Your Audience 3.Segment Your Audience 4.Test! 5.Measure Your ROI
- 51. Questions?
Editor's Notes
- This allows us to focus on industry specific content ideas during our editorial calendar meetings.
- Different stages
- Different stages
- Different stages
- Different stages
- Insert poll