Content Marketing Mistakes Made in
2015 And Ways to Improve Next Year Gregory Kennedy, AdRoll

@NEILPATEL @Kissmetrics
#KissWebinar
@kearacho

A former designer and creative
director. Gregory’s writing has been published in a number of publications including: The BBC, VentureBeat, YahooFinance and Entrepreneur.com. GREGORY KENNEDY Director, Content Marketing, AdRoll @iamgkennedy Keara is responsible for telling impactful stories for the Kissmetrics brand and its’ products. Prior to Kissmetrics, she worked at Salesforce, Bizo, and Chase. When she’s not telling stories or running campaigns, you can find this bay area native watching a Warriors game with family and friends. KEARA CHO Sr. Product Marketing Manager, Kissmetrics @kearacho

@NEILPATEL @AdRoll
#KissWebinar
@iamgkennedy

Content Marketing is Everywhere in
B2C Kraftrecipes.com 1 billion views a year Pepsi.com Powered by Newscred globally

Content Marketing is Everywhere in
B2B Adobe’s CMO.com 2 editors / $1 million annual budget Nanagins Big investment in data and reports

Why? Driven by Shifting Media
Consumption

What Gets Me Excited for
Content Marketing? Digital content marketing is the most scalable and cost effective approach to marketing, ever. Traditional Media at Scale ● Largest circulation magazine: The Watchtower, 52 M Monthly ● Largest televised event: Superbowl, Seahawks vs. Patriots, 114 M Viewers ● Largest radio program: Tom Kent, 23 M Weekly Listeners Digital Media at Scale ● Facebook 1.4 B ● What’s App 700 M ● LinkedIn 468 M ● Instagram 300 M ● Twitter 280 M ● Tumblr 230 M

What Does Content Marketing Include?

You worked hard in 2015.
So why were there still issued with your content?

Problem: Too Impatient Did you
stop investing in your content initiatives like social media or blogging because they didn’t show results in only 30 days?

Solution: Great Content Marketing takes
both patience and skill Promote: Creating Demand and Confidence Examples ● Press Releases ● Byline Articles Educate: Thought Leadership and Knowledge Examples ● Blog Posts ● Whitepapers Capture: Turning Leads Into Opportunities Examples ● Webinars ● Account Signups

Problem: Too Self Involved Did
you write posts for your blog only about your company, your product, your team, and your needs?

Develop a deep understanding of
their pain points and aim to create content that helps them achieve their goals. FONTS Content People Will Engage Possible Content Content in Exchange for Information Lead Gen (Webinars, Whitepapers, Events) Blogs, Infographics, Videos, Newsletters, Social Media Solution: Focus on your customers to find your marketing “sweet spot” Sweet Spot

Problem: Too Smart Did you
fail to understand your customer? Did you create content that was too sophisticated and hard for them to understand?

Solution: Customers value products that
solve their problems. Stay focused on your customer’s needs.

Problem: Too Ambitious Did you
poorly execute on your content plan because it was too ambitious and resource intensive?

Solution: Start Small and Get
the Basics Right

Problem: Too Easy Did you
fail to tie content marketing efforts to hard lead generation numbers? Did you measure success based only on raw output?

Solution: Tie your content marketing
efforts directly to sales. Start evaluating efforts on how many marketing leads your sales team can actually work, not just total responses.

Problem: Too Insular Did you
fail to develop a content partner strategy? Did you find like minded thought leaders to help validate your ideas and approach?

Solution: Don’t Fear Rejection Just
accept some rejection as par for the course and pursue multiple opportunities. How to Co-Market: ● Start planning well in advance. ● Agree on a topic that compliments both brands. ● Agree on your methods of promotion and set a numbers- based goal.

Problem: Too Reactionary Did you
post on social media infrequently? When you did, was it mostly in response to complaints?

Solution: Get Excited About Social!
2.2+ billion active users on social, global penetration of 30%. Facebook alone has 1.49 billion global monthly active users

Recap Things your content is
not going to be in 2016: Too Impatient Too Self Involved Too Smart Too Ambitious Too Easy Too Insular Too Reactionary

Recap What your content is
going to be in 2016:

Thank You! @NEILPATEL @Kissmetrics @adroll
#KissWebinar #YourHashtag

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to fit content ALL CAPS SUBHEADLINE

KEARA CHO Sr. Product Marketing
Manager, Kissmetrics @kearacho GREGORY KENNEDY Director of Content Marketing, AdRoll @iamgkennedy Questions?