Castelazo Content Phoenix AMA 2014
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Beyond “Content is King” – How Successful Organizations Actually Design and Implement Built-to-Last Content Marketing
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Castelazo Content Phoenix AMA 2014
- 1. Beyond “Content is King” – How Successful Organizations Actually Design and Implement Built-to-Last Content Marketing AMA Phoenix July Signature Lunch Event
- 2. The plan Expect to come away with best practices and practical tips that you can use this afternoon to enhance your content marketing program Agenda: 1.Content marketing – what it is and why it matters 2.How to overcome the 3 most common content marketing challenges 3. Metrics for measuring the effectiveness of your content 4. The B2B IT services company that crafted a narrative, not a whitepaper, and realized a 17500% ROI castelazocontent.com
- 3. About me Founder & Chief Content Strategist at Castelazo Content Board member of the American Marketing Association and Business Marketing Association e: molly@castelazocontent.com li: linkedin.com/in/mollycastelazo About Castelazo Content We exist to help our clients sell more. We accomplish that by establishing the client as a thought leader – one who leads prospects through the sales cycle by addressing their problems and needs, questions and concerns. The content we develop includes whitepapers, blogs, bylined articles, videos, infographics, and other content that engages prospects, generates leads, and converts leads into clients. castelazocontent.com @cmmarketing castelazocontent.com
- 4. CONTENT MARKETING – WHAT IT IS AND WHY IT MATTERS castelazocontent.com
- 5. Your sales machine An effective sales organization is a machine. But instead of turning raw materials into widgets, it turns prospects into customers. Within the sales machine, many parts contribute to turning prospects into customers. Content is one of them. Watch the Prezi at castelazocontent.com/what-we-do/ castelazocontent.com
- 6. The sales cycle Engage prospects Turn prospects into leads Prospect engages a sales person Nurture leads Prospect signs the deal castelazocontent.com Social media Articles Blogs Videos White papers Case studies Use cases Articles White papers
- 7. “Content is King.” (“Queen,” we say.) “Content is anything that adds value to the reader's life.” – Avinash Kaushik, Google Done right, content helps you Engage prospects Generate leads Convert customers castelazocontent.com
- 8. HOW TO OVERCOME THE 3 MOST COMMON CONTENT MARKETING CHALLENGES castelazocontent.com
- 9. Content marketing challenge #1: A burdensome review & approval process How to overcome the challenge: 1. Organization. And process. 2. Regular communication. 3. Technology (novel idea!) castelazocontent.com
- 10. Content marketing challenge #2: No one can explain what you do While you need a writer who can understand the language you speak, you also need that person to be able to speak the language your target audience speaks. Think like a journalist. castelazocontent.com
- 11. Content marketing challenge #3: Not having enough fodder Some call it drafting, others call it newsjacking, but the principle is that we take a little of your thought leadership and mix it in with a big dose of commentary on whatever everyone else is talking about at the moment. castelazocontent.com
- 12. METRICS FOR MEASURING THE EFFECTIVENESS OF YOUR CONTENT THROUGH THE SALES CYCLE castelazocontent.com
- 13. Measuring engagement Source Metrics Website Unique visitors, average time on site, average pageviews/visit, referral sources Blog Unique visitors, average time on blog, average pageviews/visit, referral sources, traffic flow (after exiting blog), blog engagement (commenting, sharing) Social media Page likes/follows, post likes/shares/comments, click-thrus Advertising Click-thru rate, cost-per-click or cost-per- impression, referral sources = total # of prospects engaged castelazocontent.com
- 14. Measuring lead generation Source Metrics Landing pages Unique visitors, average time on page, form submissions (and/or other call-to-action responses), referral sources Webinars # of attendees, referral sources Events # of attendees, referral sources Downloadable content # of downloads, referral sources Call-to-action responses # of responses, referral sources = total # of leads generated (aka Marketing Qualified Leads or MQLs) castelazocontent.com
- 15. Measuring lead nurturing Source Metrics Website Visits, pageviews, time on site, traffic flow Social media Page likes/follows, post likes/shares/comments, click-thrus Webinars # of attendees Downloadable content # of downloads Blog Visits, pageviews, time on blog, traffic flow, blog engagement Emails Open rate, click-thru rate Events # of attendees Phone calls # of sales calls, # of meetings set = total # of leads nurtured through sales cycle (aka Sales Qualified Leads or SQL) castelazocontent.com
- 16. Measuring ROI Source Metrics Estimated lifetime value For ongoing engagements, this is monthly recurring revenue × average length of engagement Cost of acquisition Cost of all client acquisition-centric sales and marketing activities castelazocontent.com Estimated lifetime value Cost of acquisition = ROI
- 17. THE B2B IT SERVICES COMPANY THAT CRAFTED A NARRATIVE, NOT A WHITEPAPER, AND REALIZED A 17500% ROI castelazocontent.com
- 18. Your buyers are people. And people like stories. The whitepaper was the most successful that the client had ever published, resulting in: • 20% uptick in prospect engagement • 5 discovery calls for the sales team • 2 closed deals In all, the client saw a return of $1.75 million on the cost of developing and marketing the whitepaper, for an ROI of 17500%. castelazocontent.com
- 19. Taking this home For the majority of the sales cycle, your content is your sales person Done right, content helps you Engage prospects Generate leads Convert customers To overcome a burdensome review & approval process: get organized; communicate; and leverage technology To overcome the “no one knows what we do” challenge, think like a journalist To overcome the “not enough fodder” challenge, think: drafting Measure results of engagement, lead generation, and nurturing activities but remember at the end of the day it’s all about: Estimated lifetime value Cost of acquisition = ROI Finally: Your buyers are people. And people like stories. castelazocontent.com
- 20. Any last comments or questions? Molly Castelazo, Chief Content Strategist castelazocontent.com molly@castelazocontent.com linkedin.com/in/mollycastelazo @cmmarketing
Hinweis der Redaktion
- An effective sales organization is a machine. But instead of turning raw materials into widgets, it turns prospects into customers. Within the sales machine, many parts contribute to turning prospects into customers. Content is one of them. White papers - Articles - Blogs - Case studies - Use cases - Social media - Videos - Infographics All cogs in the machine.
- The average B2B buyer gets nearly 60% of the way through the buying process before ever engaging a sales person. For the majority of the sales cycle, your content is your sales person.
- The most important metric of all is the value that your content is generating for the business. Because you could have the highest website traffic or whitepaper download rate and if those prospects aren’t converting to clients – or if you’re spending more to generate those leads than you’re making in revenue from them – then something has to change.