Evangelizing content
marketing starts with a
story.
Marriott’s first foray
into content is the
stuff of marketing
legend.
“Why the heck would
anyone want to read
a blog from me?”
—James Willard Marriott
“Content marketing is the atomic particle of
all the rest of a brand’s marketing campaigns.”
—REBECCA LIEB, ALTIMETER GROU...
Name of section 8
• Why evangelizing content
matters
• Telling your story:
• Why should you do it?
• When should you do it...
Why evangelizing
matters
Name of section 10
Great content marketing
requires commitment.
It’s tempting to jump straight into creating content—that’...
The three questions you need to answer to evangelize your
program:
How, When, and Why?
Content Marketing:
Why
Traditional Advertising Faces
Monumental Struggles
z
16%
Year-over-year
increase in
cutting cable
1/3
Millennials
claim th...
B2B marketers now using content
marketing in a strategic fashion
86%
B2B marketers creating more content
than they were a ...
B2C marketers now using content
marketing in a strategic fashion
76%
B2C marketers creating more content
than they were a ...
Close rate for SEO leads
14.6%
Close rate for outbound leads
1.7%
z
Good content = Good SEO
Content Marketing:
When
This is a huge problem.
Only 53% of marketers have a
documented content strategy.
It’s impossible to evangelize a content
program without being able to show
that you’re doing it with purpose and
deliverin...
Define your goals
z
Brand awareness: A combination of widely used content metrics such as readers, return
readers, shares, ...
Content marketing:
How
Content Measurement and
Optimization Methodology
CREATE
EN
GAGE
OPTIM
IZE
a
Create
• Premium content produced on Contently...
Create: Audit your assets and
identify your audience
What is your brand voice?
What types of stories will you tell?
Will you build an in-house team, rely primarily on freelanc...
1. How will you build a loyal readership? (Hint: Email!)
2. How will you leverage organic and paid social channels to reac...
1. Present the case for why content marketing is an
effective channel. Use our stats and quotes! :)
2. Identify your busin...
How to Evangelize a Content Marketing Program
How to Evangelize a Content Marketing Program
How to Evangelize a Content Marketing Program
How to Evangelize a Content Marketing Program
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How to Evangelize a Content Marketing Program

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Getting your employees on board with a robust content marketing program starts with asking if content marketing is right for your company in the first place.

We'll tell you the questions you need to ask yourself, how to have the right goals, and more—all to set you up for true success (and hopefully a bigger budget).

Veröffentlicht in: Marketing
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How to Evangelize a Content Marketing Program

  1. 1. Evangelizing content marketing starts with a story.
  2. 2. Marriott’s first foray into content is the stuff of marketing legend.
  3. 3. “Why the heck would anyone want to read a blog from me?” —James Willard Marriott
  4. 4. “Content marketing is the atomic particle of all the rest of a brand’s marketing campaigns.” —REBECCA LIEB, ALTIMETER GROUP Content Marketing on the Rise
  5. 5. Name of section 8 • Why evangelizing content matters • Telling your story: • Why should you do it? • When should you do it? • How should you do it? Agenda
  6. 6. Why evangelizing matters
  7. 7. Name of section 10 Great content marketing requires commitment. It’s tempting to jump straight into creating content—that’s the fun part. But by taking the time to tell a story about why content marketing is right for your company, you’ll set yourself up for true success. (and hopefully get a bigger budget).
  8. 8. The three questions you need to answer to evangelize your program: How, When, and Why?
  9. 9. Content Marketing: Why
  10. 10. Traditional Advertising Faces Monumental Struggles z 16% Year-over-year increase in cutting cable 1/3 Millennials claim they watch no broadcast TV .1% Average CTR for banner ads .35% Average CTA for mobile ads
  11. 11. B2B marketers now using content marketing in a strategic fashion 86% B2B marketers creating more content than they were a year ago 76% z Leading marketers are moving away from traditional advertising
  12. 12. B2C marketers now using content marketing in a strategic fashion 76% B2C marketers creating more content than they were a year ago 69% z Leading marketers are moving away from traditional advertising
  13. 13. Close rate for SEO leads 14.6% Close rate for outbound leads 1.7% z Good content = Good SEO
  14. 14. Content Marketing: When
  15. 15. This is a huge problem. Only 53% of marketers have a documented content strategy.
  16. 16. It’s impossible to evangelize a content program without being able to show that you’re doing it with purpose and delivering towards business goals. Let’s look at a few.
  17. 17. Define your goals z Brand awareness: A combination of widely used content metrics such as readers, return readers, shares, and engaged time spent reading can be combined to create a detailed brand awareness score. Lead generation: Through the use of marketing automation software such as Marketo and Salesforce, one can track and attribute how content marketing helps generate leads. Lead nurturing: Smart content tracking will let you see how many pieces of content a lead consumed during their purchase journey and will attribute a monetary value to the impact a piece of content had in moving them through the funnel. Sales enablement: Companies that excel at lead nurturing—largely thanks to their content marketing efforts—generate 50 percent more sales-ready leads at a 33 percent lower cost. Customer retention: Tracking the effect that post-purchase content consumption has on future consumption makes the case for content marketing even stronger. Just consider the lifetime value of your average customer.
  18. 18. Content marketing: How
  19. 19. Content Measurement and Optimization Methodology CREATE EN GAGE OPTIM IZE a Create • Premium content produced on Contently platform 
 by exclusive talent network. • Content posted on top media titles such as CNN, 
 New York magazine, Sports Illustrated, The Wall Street Journal, and more. • A/B tested headlines and images. a Measured Engagement • Content performance reviewed on Contently. • Insights to ensure clicks and drive engagement
 performance metrics. a Real-Time Optimization • Contently editors adjust headlines, images CPCs, and publications to adjust engagement. • Editors pitch stories primed for network performance. • Insights from process fuel continuous improvement.
  20. 20. Create: Audit your assets and identify your audience
  21. 21. What is your brand voice? What types of stories will you tell? Will you build an in-house team, rely primarily on freelance talent, or some combination of the two? How will you structure your approval workflow so that you can publish fast and effectively? Create: Craft an execution plan
  22. 22. 1. How will you build a loyal readership? (Hint: Email!) 2. How will you leverage organic and paid social channels to reach new readers? 3. How will you measure the success of the content you’re creating and get better every day, month, year and quarter? Engage, Measure, and Optimize
  23. 23. 1. Present the case for why content marketing is an effective channel. Use our stats and quotes! :) 2. Identify your business goals and explain how content will help you deliver on those goals. 3. Build a plan of attack: Leverage the create => engage => optimize methodology. THE CHECKLIST

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