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How To Use Content Marketing For Demand Generation

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Thanks for joining! We’ll get started in just a few minutes. #thinkcontent | @newscred How To Use Content Marketing For Demand Generation +


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How To Use Content Marketing For Demand Generation Alicianne Rand VP, Marketing, NewsCred @aliciannerand Heidi Bullock VP, Demand Generation, Marketo @heidibullock #ThinkContent +


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A marketer’s job is many things…


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The bottom line: A marketer’s job is to generate demand.


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of B2B and B2C buying decisions are made before a buyer ever reaches sales. 70%


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Website Blogs Newsletters Lead nurturing Sponsored email campaigns Outbound marketing Advertising Retargeting Webinars Native advertising Social advertising


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Today’s customer experience is extremely fragmented.


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Content fuels the modern marketing engine.


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Demand generation is not just about customer acquisition. It’s about creating a lifetime of customer happiness.


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Are you bringing value to the entire customer journey? NewsCred’s best practices for utilizing content across buyer journey Top of the Funnel Quality, custom and licensed content focused on helping to answer our customer’s challenges and define the future of content marketing. Often focuses on longtail SEO keywords. Middle of the Funnel High value, original resources created for our Academy. Useful, timely, and also hits on niche topics specific to NewsCred’s offering and solutions. Bottom of the Funnel Custom content converting leads to customers: case studies, product offers, comparison guides, analyst reports, etc. Customer Stage Retaining customers with content specific to their industry and pain points, newsletters, product updates, and tutorials/training Awareness Retain Evaluation Purchase #linkedincontent @newscred


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Great content delivers ROI.


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Great content delivers ROI. Source: Hubspot 2014 79% of ‘best-in-class’ B2B marketers rate blogs as the most effective customer acquisition tactic.


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Great content delivers ROI. Source: Hubspot 2014 Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less.


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Great content delivers ROI. Source: Hubspot 2014 79% of companies that prioritize content marketing report a positive ROI.


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Customer growth. Cost savings. Revenue.


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So how can you use content marketing to scale your demand generation strategy? Let’s learn from the best.


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Identify / Prioritize Your Goals


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Do not just jump to content tactics… I just love infographics!


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Goals for Content Marketing


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Set and prioritize your goals


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Demand Gen Example


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Creating The Right Content – 5 Step Plan


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New! 7 golden rules for content Meaningful to the reader Actionable Sharable Findable Relevant to your company Readable Consistent online and offline


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Step 1: Buyer Personas + Research Who are you selling to? What do they care about?


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Step 2: Understand the buyer’s journey


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Step 3: Know your potential buyer and what matters to them What are their big pain points? How can you help them? What do they respond to? Ex: Is it ‘fun’ or serious?


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Research data, funny videos, curated lists, infographics, thought leadership Step 4: Map content to buying stage NO YES MOSTLY NO Thought leadership and entertainment to build brand and awareness Tools that help buyers find you when they are looking for solutions Company-specific information to help evaluate and reaffirm selection Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars Pricing, demos, services information, 3rd party reviews, customer case studies Gated? Early Stage - Awareness Middle Stage - Evaluation Late Stage - Purchase


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Step 5: Figure out what you have, what you need


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Provocative thought of the day…


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Taco Bell Content Strategy Finite set of ingredients….you may not need MORE


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“Big Rock” content example Definitive Guide to MA: Webinars: Ebooks: Infographics:


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Content is not just whitepapers! eBooks Blog posts Videos Podcasts SlideShare presentations Infographics Moving Infographics Activity books/worksheets Articles Webinars And of course landing pages!


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Lead Generation - Examples and Tips


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Content powers your demand gen engine Good content = Optimized performance Poor content = Suboptimal performance


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Form length matters


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Form Completion for Data Augmentation


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The right content per channel matters Source: chicagostyleseo.com


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Website Personalization


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LinkedIn Sponsored Update


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Facebook Test a mix of content offers – make sure they are visual! Lighter Harder


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In-Video Gating Adding CTAs Three key types Annotations Pop-Out CTAs End of Video CTAs Video


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Slideshare You have a great deck Make it very visual and appealing Use the form for Slideshare


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Your Blog @jonmiller @mpranikoff


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Blog - Results Resource Blog From average 14 a week to 145/week - 10X growth!


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Registration = +18K Attendees = 4,976 Tweets = 2,224 in 4 hours Downloads of Marketo content = 12,112 New Names = 3,194 FT Pipeline - $955K MT Pipeline - $5M Registration = + 4K Attendees = 1464 FT Pipeline = $367K MT Pipeline = $332K Leverage partners


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The Power of Peer to Peer Company to Buyer: 33% Trust Buyer to Buyer: 92% Trust WOW!!


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Get the most out of your content Get your users to SHARE Make every campaign social Increase your visibility and engagement


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Optimize for Mid-Funnel.


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Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. 349 Days on Average


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Use Lead Scoring Fit Interest Buying Stage Nurture Disqualify Nurture Pass to Sales Pass to Sales


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Content – Story Arcs


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Define the tactics and cadence


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Program ROI


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Key questions to ask Which content assets work best for you at TOFU, MOFU, BOFU Which content assets are best performing for a particular vendor (ex: paid email)? Which assets are good for bringing in qualified leads? Which assets are good for opportunity creation? What content works best in nurturing? What blog post topics have the best engagement?


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Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics


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First Touch 3 months $100K $100K


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Multi Touch 3 months $25K $0 $25K $25K $100K $25K


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Know what is effective at TOFU vs. MOFU More efficient at pushing leads through funnel More efficient at acquiring the right leads


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Example Website – 23K views, 10,283 downloads Email – 2,730 clicked Slideshare – 7,693 views Social impressions – 1,149 Good BEST


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Leverage Data to Determine Best Offer For Each Vendor Consider offer data, program goal, content asset, and content stage to make final determination.


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Content ROI Make sure stakeholders agree on the criteria. Establish Goals and ROI Estimates Up-Front Design Programs to Be Measurable Focus on the Decisions that Improve ROI


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QUESTIONS?


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