Why Content? Buyers want to feel connected to a brand before and beyond purchase.
SO, WHAT’S THE PROBLEM? According to AdAge, 75% of marketers said that content should frequently mention products and services, yet 60% of their audience turns down salesy content.
BANNER BLINDNESS SOLVE MEDIA “ “You are more likely to complete Navy SEAL training than click on a banner ad.”
By flooding the online world with promotion-heavy content, brands are contributing to content blindness. CONTENT BLINDNESS
THE KEY POINTS OF A SALE TRUST AND RESPECT STAYING TOP- OF-MIND INTERNAL TIMING & RESOURCES
How to Create Non- Promotional Content That Drives ROI
CREATING CONTENT TO DRIVE A SALE DEMONSTRATE EXPERTISE AND LEADERSHIP CREATE CONSISTENT POSITIVE TOUCHPOINTS EDUCATE ON IMPORTANCE
THE BIG PICTURE One of the most attractive things about content is its opportunity to drive qualified leads through a funnel.
THE SEO VALUE OF CONTENT SEO = High Quality, Engaging Content
A DOCUMENTED CONTENT STRATEGY Documented Strategy + Knowledge Bank = Foundation
HARNESS YOUR COMPANY’S EXPERTISE USING A KNOWLEDGE BANK
WHEN WRITING AN ARTICLE, ASK YOURSELF: Who (are you reaching)? Where (can you reach them)? What (do they care about)? Why (should they act on your message)? How (should they act after you reach them)? When (are you reaching them in the buying process)?
TOOLS TO FIND CONTENT INSPIRATION Analyze trending content Quora Flipboard Pocket Twitter hashtags
CREATE MINI CAMPAIGNS
THE CONTENT FUNNEL
A WELL-ROUNDED CONTENT TEAM CONTENT STRATEGIST SUBJECT MATTER EXPERTS CONSUMABLE EDITOR DISTRIBUTION SPECIALIST
A QUOTE FROM OUR STATE OF CONTRIBUTED CONTENT REPORT
Qualitative & Quantitative Metrics to Track Content ROI
THE WHY Why do BOTH matter?
WHAT MAKES UP GREAT CONTENT? Great Content = Marketing & Sales Enablement
THE CONTENT FUNNEL New Clients
THE QUANTITATIVE APPROACH: THE METRICS • Traffic • Unique visitors per month • Time on site • Subscribers • Social shares • Call-to-action clicks • Call-to-action click percentage • Conversion percentages • Number of leads • Number of marketing qualified leads • Sales numbers
THE QUALITATIVE APPROACH • Influence • “Thought Leader” • Brand awareness • Credibility • Trust
THE QUALITATIVE APPROACH Content is the fuel and foundation for business development: • During sales calls & email outreach • Online profile credibility • Social media • Newsletter • Blog • Speaking & awards applications • Lead capture • Marketing automation • HR • Current customer education + upsell + engagement
MORAL OF THE STORY? 1. Always be testing. 2. Make data-driven decisions.
THE TIME VALUE OF CONTENT: OUR NUMBERS
QUANTITATIVE ROI
2sales generated as a direct result of content
QUALITATIVE ROI • Invited to speak • Won awards • Featured by Inc. as a result of his content
3. Thue is the Kissmetrics Webinar Wizard and
Marketing Ops Manager. Before joining forces with
Kissmetrics, he was a Lyft driver in SF, which is also
how he ended up as a KISSmetrics marketer.
Whenever Thue is not trying to automate everything
around him, you can find him hiking in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Matt Kamp is the director of strategic partnerships at
Influence & Co., a content marketing firm that
specializes in helping companies showcase their
expertise through thought leadership. Their clients
range from venture-backed startups to Fortune 500
brands. Matt’s passions include content marketing,
sports, startups & making a difference.
MATT KAMP
Director of Strategic Partnerships, Influence &
Co.
@theMattKamp
5. 1 Content Blindness
• Creating content to drive sales
• The Big Picture
• The content funnel
• Your content team
2 to Create Non-Promotional Content That Drives ROI
3 Qualitative & Quantitative Metrics to Track Content ROI
TABLE OF CONTENTS
8. SO, WHAT’S THE PROBLEM?
According to AdAge, 75% of marketers said that content should
frequently mention products and services, yet 60% of their
audience turns down salesy content.
18. WHEN WRITING AN ARTICLE, ASK YOURSELF:
Who (are you reaching)?
Where (can you reach them)?
What (do they care about)?
Why (should they act on your message)?
How (should they act after you reach them)?
When (are you reaching them in the buying
process)?
28. THE QUANTITATIVE APPROACH: THE METRICS
• Traffic
• Unique visitors per month
• Time on site
• Subscribers
• Social shares
• Call-to-action clicks
• Call-to-action click percentage
• Conversion percentages
• Number of leads
• Number of marketing qualified leads
• Sales numbers
31. THE QUALITATIVE APPROACH
Content is the fuel and foundation for business development:
• During sales calls & email outreach
• Online profile credibility
• Social media
• Newsletter
• Blog
• Speaking & awards applications
• Lead capture
• Marketing automation
• HR
• Current customer education + upsell + engagement
32. MORAL OF THE STORY?
1. Always be testing.
2. Make data-driven decisions.
33. THE TIME VALUE OF CONTENT: OUR NUMBERS
In a June blog post, we analyzed
the last 90 days of blog content:
24,197 article views of our own blog:
Only 10,481 views (43.3%) from past 90 days articles
13,716 views (56.7%) from 90+ days ago
More Content = More Opportunity Over Time
37. GRAVITY MEDIA QUALITATIVE ROI
• Invited to speak
• Won awards
• Featured by Inc. as a result of his
content
38. The Science to
Getting 100+ Leads
From 1 Piece of
Content
$500 Off Your First
Month with Influence
& Co.
http://www.influenceandco.com/webinar-
contact
http://offers.influenceandco.com/the-
science-behind-getting-100-leads-
whitepaper-download
39. MATT KAMP
Director of Strategic Partnerships, Influence &
Co.
@theMattKamp
matt@influenceandco.com
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?