Content Marketing can be an effective strategy to increase your company’s visibility and show off your expertise. But it can also be time consuming, expensive and tends to have a slow ROI.
Improve your content marketing results by maximizing your time, tools and budget.
5. EFFICIENT AND EFFECTIVE CONTENT MARKETING
Build Brand Awareness
Why Content Marketing Works
3
6. EFFICIENT AND EFFECTIVE CONTENT MARKETING
Supports Other Marketing Efforts
Why Content Marketing Works
4
7. EFFICIENT AND EFFECTIVE CONTENT MARKETING
Builds the Sales Funnel
Why Content Marketing Works
5
8. POLL
EFFICIENT AND EFFECTIVE CONTENT MARKETING
Are you currently doing
any content marketing?
FF Yes
FF Yes, but I can’t keep up
FF Just a bit
FF No
10. EFFICIENT AND EFFECTIVE CONTENT MARKETING
Content Creation Cycle
Target
To attract the
right audience
and for SEO
what content
should we create?
Create
Generating Ideas
Writing
Design
Outsourcing
Reviewing
Refinement
Promote
Social Media
Backlinking
PR
Repurpose
Cutting apart
Reformatting
Updating
Improve
Measuring
Testing
Improving
Choosing
1 2 3 4 5
11. EFFICIENT AND EFFECTIVE CONTENT MARKETING
Content Creation Cycle
Target
To attract the
right audience
and for SEO
what content
should we create?
Create
Generating Ideas
Writing
Design
Outsourcing
Reviewing
Refinement
Promote
Social Media
Backlinking
PR
Repurpose
Cutting apart
Reformatting
Updating
Improve
Measuring
Testing
Improving
Choosing
1 2 3 4 5
12. EFFICIENT AND EFFECTIVE CONTENT MARKETING
Content Creation Cycle
Target
To attract the
right audience
and for SEO
what content
should we create?
Create
Generating Ideas
Writing
Design
Outsourcing
Reviewing
Refinement
Promote
Social Media
Backlinking
PR
Repurpose
Cutting apart
Reformatting
Updating
Improve
Measuring
Testing
Improving
Choosing
1 2 3 4 5
13. EFFICIENT AND EFFECTIVE CONTENT MARKETING
Content Creation Cycle
Target
To attract the
right audience
and for SEO
what content
should we create?
Create
Generating Ideas
Writing
Design
Outsourcing
Reviewing
Refinement
Promote
Social Media
Backlinking
PR
Repurpose
Cutting apart
Reformatting
Updating
Improve
Measuring
Testing
Improving
Choosing
1 2 3 4 5
14. EFFICIENT AND EFFECTIVE CONTENT MARKETING
Content Creation Cycle
Target
To attract the
right audience
and for SEO
what content
should we create?
Create
Generating Ideas
Writing
Design
Outsourcing
Reviewing
Refinement
Promote
Social Media
Backlinking
PR
Repurpose
Cutting apart
Reformatting
Updating
Improve
Measuring
Testing
Improving
Choosing
1 2 3 4 5
16. EFFICIENT AND EFFECTIVE CONTENT MARKETING
Content Creation Cycle
Target
To attract the
right audience
and for SEO
what content
should we create?
Create
Generating Ideas
Writing
Design
Outsourcing
Reviewing
Refinement
Promote
Social Media
Backlinking
PR
Repurpose
Cutting apart
Reformatting
Updating
Improve
Measuring
Testing
Improving
Choosing
1 2 3 4 5
17. EFFICIENT AND EFFECTIVE CONTENT MARKETING
It’s more than SEO
Prospects
Search
Engines
Influencers
19. EFFICIENT AND EFFECTIVE CONTENT MARKETING
Support Your Sales Funnel
Top of the Funnel (ToFu)
SEO
Influencers
Middle of the Funnel (MoFu)
SEO, Influencers
Nurturing thru e-newsletters
Building trust, validation thru social media
Closing, converting
Case studies, Testimonials
In-depth information
20. EFFICIENT AND EFFECTIVE CONTENT MARKETING
Typical Sales Cycle??
Visit site
Step 1.
Buy
Step 2.
21. EFFICIENT AND EFFECTIVE CONTENT MARKETING
Typical Sales Cycle??
Visit site
Step 1.
Buy
Step 2.
22. EFFICIENT AND EFFECTIVE CONTENT MARKETING
Typical Sales Cycle
Visit site
Step 1.
Buy
Step 4.
Sign up for
E-newsletter
Step 2.
Request
Estimate
Step 3.
Drive
Web
Traffic
Increase
Web
Traffic
Increase
Micro-Conver-
sions
23. EFFICIENT AND EFFECTIVE CONTENT MARKETING
Broad vs Niche
Case Study
iEnterprises USA
991 US Highway 22 West
Bridgewater, New Jersey, 08807
Telephone: +1 908-679-0000
www.SwiftMEAP.com • sales@swiftmeap.com
Swift MEAP is a mobile enterprise application platform product created
by iEnterprises. Established in 1996, iEnterprises has proven expertise
developing, implementing, configuring and fine-tuning Swift MEAP for
many enterprise CRM, ERP and data-warehouse solutions.
iEnterprises Europe
Venture House, Arlington Sq
Downshire Way
Bracknell, RG12 1WA, UK
Telephone: +44 (0)333 700 4770
Opportunity
Swift MEAP provided a mobile enterprise application
platform, which is globally supported by iEnterprises,
that did not require extensive development time to
connect to Covenco’s ERP. By utilizing Mule ESB™,
Swift MEAP has connection to, and compatibility
with, many data sources and enterprise applications,
including Microsoft SQL, the underlying database
supporting Covenco’s ERP solution.
The benefits of this next-generation MEAP/ESB
solution included:
• Increased mobilization opportunities
• Widely used integration platform
• Fast, reliable & globally supported
• Cloud or on-premise connectivity on a network
connection
Customer
Covenco was established in
1989 as an IBM Broker and
has since evolved into the
UK’s largest independent
computer hardware broker.
They buy, sell and rent
refurbished Cisco, IBM, IBM Certified, HP equipment,
and other restored premium brands.
Their technical competency, coupled with aggressive
pricing, makes Covenco an excellent procurement
process resource. Covenco’s services team has in-
depth experience with a wide range of pre installation
and post installation services to support computer
hardware offerings. Pre-sales consultants can problem
solve, configure and help design computer solutions
for enterprises of all sizes. Covenco’s after sales
services, include computer installation, computer
maintenance, software support, Disaster Recovery
Services and more.
Business Situation
With 65 employees and an energetic sales team,
Covenco viewed the prospect of mobilizing their ERP
system with anytime connectivity via iPhone, iPads,
Blackberry and Tablets as a timely opportunity that
made good business sense.
Mule ESB Streamlines Integration to Quickly
Mobilize Microsoft SQL-based ERP Solution
Having all my leads
available anytime, even
when offline, helps me to
better communicate with
customers by responding
more quickly.
30. EFFICIENT AND EFFECTIVE CONTENT MARKETING
Content Creation Cycle
Target
To attract the
right audience
and for SEO
what content
should we create?
Create
Generating Ideas
Writing
Design
Outsourcing
Reviewing
Refinement
Promote
Social Media
Backlinking
PR
Repurpose
Cutting apart
Reformatting
Updating
Improve
Measuring
Testing
Improving
Choosing
1 2 3 4 5
31. POLL
EFFICIENT AND EFFECTIVE CONTENT MARKETING
What media types have
you tried? (check all that apply)
FF Blog (your own)
FF Guest blogging or article writing
FF E-Newsletter
FF Videos, infographics or podcasting
FF White papers or e-books
33. EFFICIENT AND EFFECTIVE CONTENT MARKETING
1. Brainstorm ideas
2. Systematize with: outlines, editorial calendars, etc.
3. Writing, Design, Videography, etc.
4. Final Production
Figure out a process
34. POLL
EFFICIENT AND EFFECTIVE CONTENT MARKETING
What are your biggest
challenges? (check all that apply)
FF Not enough time
FF Can’t generate enough good ideas
FF We create content but see little return
FF The quality of our content is poor
35. EFFICIENT AND EFFECTIVE CONTENT MARKETING
• Solicit ideas from everyone in your company.
• Solicit ideas from customers (testimonials, case studies).
• What questions do you get from prospects?
• Repurpose old content (more on that later)
• What is the competition doing?
• Hire an outside firm.
Tip: always keep a pipeline of ideas.
Can’t generate ideas?
37. EFFICIENT AND EFFECTIVE CONTENT MARKETING
• Think through ALL the steps and plan
• Who will do each one?
• Is it best to outsource to an expert?
• Plan promotion along with posting
Tip: Your editorial calendar must include not just production dates but all
the milestones in between.
Systematize
47. EFFICIENT AND EFFECTIVE CONTENT MARKETING
Content Creation Cycle
Target
To attract the
right audience
and for SEO
what content
should we create?
Create
Generating Ideas
Writing
Design
Outsourcing
Reviewing
Refinement
Promote
Social Media
Backlinking
PR
Repurpose
Cutting apart
Reformatting
Updating
Improve
Measuring
Testing
Improving
Choosing
1 2 3 4 5
48. EFFICIENT AND EFFECTIVE CONTENT MARKETING
Even Majestic Content Needs Promotion
Content Is King, but...
49. EFFICIENT AND EFFECTIVE CONTENT MARKETING
Yes. You Need to Promote
• Promote and share the same
content on different channels
• Automate your postings
• Customize your postings
51. POLL
EFFICIENT AND EFFECTIVE CONTENT MARKETING
What social media channels
are you using? (check all that apply)
FF Facebook
FF Twitter
FF LinkedIn
FF Instagram
FF Pinterest
52. EFFICIENT AND EFFECTIVE CONTENT MARKETING
Re-post, but customize for each channel.
• Length of headline and text
• Style of interaction
• Keywords, hash tags, mentions
Automation vs Customization
54. EFFICIENT AND EFFECTIVE CONTENT MARKETING
• When you create a piece of content, create a library of promotional
images
• Make them different sizes for different channels
• With or without headlines
• Don’t forget to make them for videos, white papers, webinars, etc.
Always create imagery
58. EFFICIENT AND EFFECTIVE CONTENT MARKETING
Content Creation Cycle
Target
To attract the
right audience
and for SEO
what content
should we create?
Create
Generating Ideas
Writing
Design
Outsourcing
Reviewing
Refinement
Promote
Social Media
Backlinking
PR
Repurpose
Cutting apart
Reformatting
Updating
Improve
Measuring
Testing
Improving
Choosing
1 2 3 4 5
60. EFFICIENT AND EFFECTIVE CONTENT MARKETING
Repurposing Content
Reduce your new content demands
Reuse the content you have
Recycle old content into something new
69. EFFICIENT AND EFFECTIVE CONTENT MARKETING
Content Creation Cycle
Target
To attract the
right audience
and for SEO
what content
should we create?
Create
Generating Ideas
Writing
Design
Outsourcing
Reviewing
Refinement
Promote
Social Media
Backlinking
PR
Repurpose
Cutting apart
Reformatting
Updating
Improve
Measuring
Testing
Improving
Choosing
1 2 3 4 5
70. POLL
EFFICIENT AND EFFECTIVE CONTENT MARKETING
What social media channel has
been most effective for you?
FF Facebook
FF Twitter
FF LinkedIn
FF Instagram
FF Pinterest
71. EFFICIENT AND EFFECTIVE CONTENT MARKETING
What to Measure
Top of the Funnel (ToFu)
Web Traffic
Landing Pages
Inbound Links
72. EFFICIENT AND EFFECTIVE CONTENT MARKETING
What to Measure
Middle of the Funnel (MoFu)
E-Newsletter sign-Ups
White paper downloads
Case Studies
Requests for demo
73. EFFICIENT AND EFFECTIVE CONTENT MARKETING
What to Measure
Closing, converting
Requests for estimate
Sales