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How do you create a content strategy and then execute content assets throughout the buying cycle? In this session, Curt will show you how his team at MasterControl has developed a process for content creation, and how that content is found and delivered to prospects and customers. In this session, you’ll learn: • Where the content marketing strategy starts and getting buy-in • What types of content works best at different parts of the buying cycle • The best way to integrate content marketing into the entire marketing strategy
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#cmworld
Crucial Content Elementsto Drive Your Marketing
Curt PorrittSVP of Marketing
MasterControl, Inc.
#cmworld
What is “Content Marketing?”
Basic Philosophy:
“You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.”
Dale Carnegie
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What is “Content Marketing?”
• “Curt’s Definition”
Content marketing involves delivering a large amount of valuable information to
prospects and customers with the ultimate goals of increasing loyalty, introducing
solutions, and improving brand.
Everything points to valuable content.
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It Should Be Process-Driven
Sales - Stages 1 through 9Call Team Activities
Lead
s fro
m M
ktg
Proc
esse
s int
o SF
Conv
. War
m
Calle
d
Task
ed
Shor
t List
Tech
nica
l Edu
catio
n
Tailo
red
Resp
onse
Enga
ge Se
lecti
on
Com
mitt
ee
Proj
ect D
efini
tion
Qual
ified
Opp
.Hold, Lost,
Deferred, Dead, Zombie, Hot,
Etc.
Win
Cont
ract
Neg
otiati
on
Exec
utive
App
rova
l
The Internal Marketing Machine
(email, direct mail, white papers, newsletters, webinars, etc.)
Hold, Lost, Deferred, Dead,
Zombie, Hot, Etc.
Acce
pted
Opp
.
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What Types of Content?
4 Prospect Newsletters
Customer Website
White Papers,
Data Sheets,
Case Studies,
etc.
Webinars, Videos, and Flash Tours
Customer Newsletter
Prospect Website
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What Types of Content?
• In a typical year we’ll produce about 450 content projects or 8.5 per week (Team of four writers & two designers)
– 73 Newsletters Articles – (4 prospect newsletters, 1 customer newsletter)
– 36 Email Blasts - (Does not include newsletter blasts.)
– 25 Customer Website Pages – (ads, product, events, training, etc.)
– 89 Prospect Website Pages – (new and edited)
– 74 SEO Articles Published – (link-building articles)
– 66 Sales-related Collateral – (brochures, white papers, case studies)
– Public Relations Collateral – (15 press releases, 12 LinkedIn pages)
– 12 Direct Mailers– 42 Event Pages– 4 Flash Quick Tours
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Driving Content
• Search Engines
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Driving Content
• Website
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Driving Content
• Website
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Driving Content
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Driving Content
• Newsletters
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Driving Content
• White Papers
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Driving Content
• Multimedia
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Driving Content
• Social Media
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Driving Content• Social Media: Investment
Social media investmentis second from top.
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Driving Content• Social Media: Effort vs. Effectiveness
Social mediaeffectivenessis close tothe bottom.
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Driving Content
• Social Media: SEO Effectiveness
Social mediais next to last inSEO effectiveness.
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Driving Content
• Social Media: Lead Generation Effectiveness
Social mediais next to last inlead generationeffectiveness.
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Driving Content
• Social Media: Is It The Next Dot.com Bubble?
– We haven’t yet figured out social media, especially among B2B companies.
– The hype and investment is greater than the results (so far).
– It’s not going away. (We need to figure it out.)
– It will be interesting to watch.
– My advice: Invest Cautiously!
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Tracking Results - AnalyticsFrom the Online Forms We Know:• Company• Name• Department • Industry• Phone #• Email• Country• Job Title• Comments
What We Know via Other Means:• Interests (keyword used, white paper downloaded, etc.)• Lead Quality (A vs. B)• Lead Source (video, “contact us” form, trade show etc.)• Campaign (PPC, banner ads, internal email, external email, etc)• Duplicate Lead (if they have filled out a form on our site before)• First Conversion Date (the first time they requested info from the website)
SalesForce
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Tracking Results - Analytics
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Tracking Results – Website
Reque
st F
orm
Home
Page
Form
Tha
nk Y
ou
SOP Tem
plate
Audit
Check
list
Quality
Man
agem
ent S
oftw
are
Part 8
20
Custo
mer
Vide
o Play
er
SOP For
mat
Docum
ent C
ontro
l Sof
twar
e
Resou
rce
Page
CAPA Sof
twar
e
Doc M
anag
emen
t Sof
twar
e
CAPA
About
Mas
terC
ontro
l0
1
2
3
4
5
6
7
8
2009
2010
2011 YTD
Form Conversion2009 – 36%2010 – 35%’2011 – 37%
Most Popular Website Pages
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Tracking Results – Qual. Opps
January February March April May June July August September October November December0
100
200
300
400
500
600
46
90
146
188
244
285
329
Total Qualified Opportunities in the Sales Pipeline2008 thru 2012
20122011201020092008
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Tracking Results – Qualified Opps
Marketing82%
Sales13%
Partners5%
2011 Total Qualified Oppor-tunities in Sales Pipeline
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Tracking Results - Branding
Jan-
06
May
-06
Sep-0
6
Jan-
07
May
-07
Sep-0
7
Jan-
08
May
-08
Sep-0
8
Jan-
09
May
-09
Sep-0
9
Jan-
10
May
-10
Sep-1
0
Jan-
11
May
-11
Sep-1
1
Jan-
120
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
2,200
Number of Search Engine Searches for "Mas-terControl"
master controlmas-tercon-trolTotal
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Tracking Results - Branding
Maste
rCon
trol
Spar
ta S
yste
ms (
Trac
kwise)
Camst
ar
Pilg
rim ETQ
Metric
Stre
am
Qumas
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
From which of the following companies have you received communication within the last month? (i.e.
newsletter, white paper, direct mail, email, etc. Please check all that apply.)
200820092010
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Tracking Results - Branding
MasterCon-trol
Sparta Sys-tems
(Trackwise)
ETQ Pilgrim Camstar MetricStream Qumas0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
When you think of the communication you’ve received from these companies, to which ones have you re-
sponded within the past year? (i.e. visited their website, called them, emailed them, attended a webinar/seminar,
downloaded a white paper, read a newslette
200820092010
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Summary
• Content Marketing Works– Offering content with real value yields loyalty, sales
opportunities, and improved branding
• It requires an investment in time and effort
• It is a strategic, long-term process, not a short-term, tactical activity
• Tracking success and making adjustments is important
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Thank You!
Crucial Content Elementsto Drive Your Marketing
Curt PorrittSVP of Marketing
MasterControl, Inc.
