How to Build A Sustainable Content Marketing Strategy

How to Build a Sustainable
Content Marketing Strategy

January 22, 2013

Featuring:
DemandGen International
Eloqua
Kapost

@demandgendave @noyesjesse @tobymurdock @DG_Report

About Demand Gen Report
§  Launched in 2007 to track best practices
in lead generation
§  Newsletter has grown to more than
26,000 readers
§  We also offer a menu of research and
best practices reports
§  New audio/video podcasts at
DemandGenReport.com
@DG_Report
http://linkd.in/DG_Specialists

© 2013
DemandGen @demandgendave @noyesjesse @tobymurdock @DG_Report
Report

What campaigns have been the most successful for
your department over the past year in driving leads
and engaging prospects?

(check all that apply)

Response

Count

Search
marke2ng
23%

Events
40%

Content-‐based
oﬀers
56%

Telemarke2ng
10%

30% 60%

© 2013
Report

As you evaluate your current content programs,
where do you see the greatest opportunity to
improve your results?

Response

Count

Develop
the
right
mix
of
oﬀers
25%

Mapping
content
to
buyer
needs
29%

Increasing
budget
to
fund

content
ini2a2ves
17%

Finding
the
right
partners
to

drive
content
8%

Iden2fying
the
right
channels
to

distribute
content

21%

20% 30%

© 2013
Report

What would you say are your greatest challenges in
creating and optimizing your demand generation
efforts?

Response

Count

Insufficient
staff
52%

Insufficient
content
46%

Insufficient
technology
15%

Lack
of
processes
33%

Lack
of
exper2se
23%

30% 60%

© 2013
Report

Where to Start

6

“Pssst … Hey, buddy. You want fresh content?”

2. Decide:
How you will
communicate
“Your Why”
3. Plan: Where
1. Define:
you will
Why you’re
communicate
appealing
“Your Why”

Content
Strategy

© 2013
International, Inc.

Mind Map Your “Why”: Example 1

Superb
Location
Good Lots of
Value Activities

Why Many
Recently
Dining
Renovated
Choices

Positive Great
Reviews Service
© 2013
International, Inc.

Mind Map Your “Why”: Example 2
Market
Leader
Award-winning
Demonstrated Expertise
ROI

Why
Excellent Impressive
Service Customers

Outstanding
Innovator
Work in market
Quality
© 2013
International, Inc.

Prioritize Your “Why”: B2B Example

Our Market Leader
Award-winning Expertise
WHY
Impressive Customers
Innovator in Market
Outstanding Work Quality
Excellent Service
Demonstrated ROI
© 2013
International, Inc. 11

What Validates Your “Why”

Market Leader Expertise Customers

•  7 Years of •  Premier •  Notable/
Experience Certified on respected
•  Market key platforms •  200+
Reputation
•  Company
•  Award
winning work
•  Span 5 Major
Industries
…
Size / Global •  10,000+ •  Mid –
•  Author “Wrote Engagements enterprise
the Book” size
•  Global needs
served

© 2013

Content Mapping and Buying Stages
Top of Bottom of
Funnel Middle of Funnel Funnel
(Evaluation)
(Recognition) (Selection) Why

Leadership

Expertise

Customers

Innovation

Work Quality

Service

ROI
Website Demo Case Studies
Infographic Sales Pitch Deck Proposal
Webinar Resources and Guides Sales Enablement Tools
© 2013 Blog & Social
DemandGen @demandgendave @noyesjesse @tobymurdock @DG_Report 13
International, Inc.

Idea Generators, Distribution /
Subject Matter Experts "Customers"

Content Producers &
Approvers

Top of Funnel
Internal

Managing Middle of Funnel
Editors

External Bottom of Funnel
(Sales)

© 2013 Daily Inches, Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report

Team: Idea Generation

§  Customers
§  Customer-facing: Sales, Service, Support
§  Influencers / thought leaders
§  Internal Subject-matter experts


Team: Production
§  Internal Producers
§  (Creative) Marketing
§  MarCom / PR
§  Product Marketing
§  External Producers
§  Agencies
§  Freelancers
§  Influencers
§  Internal Approvers
§  Executives
§  Legal
§  "Customers"
§  Managing Editor
© 2013 Daily Inches, Inc.

Team: Distribution / "Customers"

§  Top of the Funnel
§  Social Media
§  Website / SEO
§  Middle of the Funnel
§  Demand Generation
§  Marketing Automation
§  Bottom of the Funnel
§  Sales
§  Field Marketing / Sales Enablement


Idea Generation

18

Content Ideas

§  Internal Voice of the Customer
§  Sales, Support, Services
§  Social Listening
§  Customer Surveys & Interviews


Content Ideas Process

Source Process
Internal Voice of the Idea Submission &
Customer: Sales, Follow-up
Service, Support
Social Listening / Social Team
Influencers
Direct Voice of the Interviews, Surveys
Customer


Creating a Blog Post

Research


Creating a Blog Post

Managing Editor CTO

“What to Consider When
Choosing a Lead Generation
Vendor”

“10 Questions to Ask Before
Buying Lead Gen Software”

© 2013 Eloqua Inc. @demandgendave @noyesjesse @tobymurdock @DG_Report

Creating an eBook
1. Find the Talent


Creating an eBook
2. Set Expectations


Creating an eBook
3. Perfect the Packaging


Making Content Work
for Demand

26

Jan. Apr. Jul. Oct.

Feb. May Aug. Nov.

?
Mar. Jun. Sep. Dec.


4

3


4

3

4 1 7 1 1 1 3


4 1 7 1 1 1 3

18

Jan. Apr. Jul. Oct.

1 2 4 5
Feb. May Aug. Nov.

1 3 4 6
Mar. Jun. Sep. Dec.

2 3 5 6


Get "Customer" Buy-in on Calendar

§  Content "Customers" = social / SEO / website team,
demand gen team, sales / sales enablement team
§  Share calendar early and often


Define Processes and Workflows

§  Production of content requires lots of contributors,
approvers
§  Don't let logistics ruin your content efforts


You are in competition for your buyer's
attention!

NO YES


Field
Paid Media Sales Email

Integrated
Content
Website Campaign Partners

PR
Social PR EMEA
Media PR North America


Interactive Website

Social Media

Blogs

Email

Sales Templates

Earned Media

Paid Media

Throw Chum In The Water – Top of Funnel

§  Scatter “Lead Chum” around the web
§  All over your site
§  Your Blog & Others
§  Social Networks
§  Partner Sites
§  PR
§  SEO Landing Pages
§  Syndicated Content
§  Webinars

© 2013

Gate Your Bait – Middle of Funnel
§  Best Practice: The best way to catch leads is to use a single gated form
in front of your best lead bait. After that, “feed the fish” through nurturing
(leveraging hidden forms for further campaign tracking).
§  What to Gate:
§  Free Trials, eBooks & Resources, Valued Analyst Reports, Events

Catch The Leads Feed The Leads

Campaigns & Organic Nurtures & Sales Enablement
© 2013

Q&A
@demandgendave

@noyesjesse

@tobymurdock

Thank you for attending!

Look for our follow-up email to get a FREE copy of

Manufacturing Demand
The Principles of Lead Management


How to Build A Sustainable Content Marketing Strategy

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