@demandgendave @noyesjesse @tobymurdock @DG_Report
How to Build a Sustainable Content Marketing Strategy
January 22, 2013
Featuring: DemandGen International
Eloqua Kapost
@demandgendave @noyesjesse @tobymurdock @DG_Report
About Demand Gen Report
§ Launched in 2007 to track best practices in lead generation
§ Newsletter has grown to more than 26,000 readers
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© 2013 DemandGen
Report
@demandgendave @noyesjesse @tobymurdock @DG_Report
(check all that apply)
What campaigns have been the most successful for your department over the past year in driving leads
and engaging prospects?
Response Count
Search marke2ng 23%
Events 40%
Content-‐based offers 56%
Telemarke2ng 10%
60% 30%
© 2013 DemandGen
Report
@demandgendave @noyesjesse @tobymurdock @DG_Report
As you evaluate your current content programs, where do you see the greatest opportunity to
improve your results?
Response Count
Develop the right mix of offers 25%
Mapping content to buyer needs 29%
Increasing budget to fund content ini2a2ves 17%
Finding the right partners to drive content 8%
Iden2fying the right channels to distribute content 21%
30% 20%
© 2013 DemandGen
Report
@demandgendave @noyesjesse @tobymurdock @DG_Report
What would you say are your greatest challenges in creating and optimizing your demand generation
efforts?
Response Count
Insufficient staff 52%
Insufficient content 46%
Insufficient technology 15%
Lack of processes 33%
Lack of exper2se 23%
60% 30%
© 2013 DemandGen
Report
@demandgendave @noyesjesse @tobymurdock @DG_Report
Where to Start
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“Pssst … Hey, buddy. You want fresh content?”
@demandgendave @noyesjesse @tobymurdock @DG_Report
Content Strategy
1. Define: Why you’re appealing
2. Decide: How you will
communicate “Your Why”
3. Plan: Where you will
communicate “Your Why”
© 2013 DemandGen
International, Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
Why
Superb Location
Lots of Activities
Many Dining
Choices
Great Service
Positive Reviews
Recently Renovated
Good Value
Mind Map Your “Why”: Example 1
© 2013 DemandGen
International, Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
Mind Map Your “Why”: Example 2
Why
Market Leader
Award-winning Expertise
Impressive Customers
Innovator in market
Outstanding Work
Quality
Excellent Service
Demonstrated ROI
© 2013 DemandGen
International, Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
Prioritize Your “Why”: B2B Example
Our WHY
Market Leader
Award-winning Expertise
Impressive Customers
Innovator in Market
Outstanding Work Quality
Excellent Service
Demonstrated ROI 11
© 2013 DemandGen
International, Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
What Validates Your “Why”
Market Leader
• 7 Years of Experience
• Market Reputation
• Company Size / Global
• Author “Wrote the Book”
Expertise
• Premier Certified on key platforms
• Award winning work
• 10,000+ Engagements
Customers
• Notable/respected
• 200+ • Span 5 Major
Industries • Mid –
enterprise size
• Global needs served
12
…
© 2013 DemandGen
International, Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
Content Mapping and Buying Stages Top of Funnel
(Recognition)
Middle of Funnel (Evaluation)
Bottom of Funnel
(Selection)
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Leadership
Expertise
Customers
Innovation
Work Quality
Service
ROI Website Demo
Infographic Webinar
Case Studies
Sales Pitch Deck Resources and Guides
Blog & Social
Proposal
Why
© 2013 DemandGen
International, Inc.
Sales Enablement Tools
@demandgendave @noyesjesse @tobymurdock @DG_Report
Idea Generators, Subject Matter Experts
Content Producers & Approvers
Distribution / "Customers"
Top of Funnel
Middle of Funnel
Bottom of Funnel (Sales)
Internal
External
Managing Editors
© 2013 Daily Inches, Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
Team: Idea Generation
§ Customers § Customer-facing: Sales, Service, Support § Influencers / thought leaders
§ Internal Subject-matter experts
© 2013 Daily Inches, Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
Team: Production § Internal Producers
§ (Creative) Marketing § MarCom / PR § Product Marketing
§ External Producers § Agencies § Freelancers § Influencers
§ Internal Approvers § Executives § Legal § "Customers"
§ Managing Editor © 2013 Daily Inches, Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
Team: Distribution / "Customers"
§ Top of the Funnel § Influencers § Social Media § Website / SEO
§ Middle of the Funnel § Demand Generation § Marketing Automation
§ Bottom of the Funnel § Sales § Field Marketing / Sales Enablement
© 2013 Daily Inches, Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
Idea Generation
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§ Internal Voice of the Customer § Sales, Support, Services
§ Influencers § Social Listening § Customer Surveys & Interviews
Content Ideas
© 2013 Daily Inches, Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
Content Ideas Process
Source Process
Internal Voice of the Customer: Sales, Service, Support
Idea Submission & Follow-up
Social Listening / Influencers
Social Team
Direct Voice of the Customer
Interviews, Surveys
© 2013 Daily Inches, Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
Creating a Blog Post
Research
© 2013 Daily Inches, Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
Creating a Blog Post
Managing Editor CTO
“What to Consider When Choosing a Lead Generation
Vendor”
“10 Questions to Ask Before Buying Lead Gen Software”
© 2013 Eloqua Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
Creating an eBook 1. Find the Talent
© 2013 Eloqua Inc.
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Creating an eBook 2. Set Expectations
© 2013 Eloqua Inc.
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Creating an eBook 3. Perfect the Packaging
© 2013 Eloqua Inc.
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Making Content Work for Demand
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© 2013 Daily Inches, Inc.
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© 2013 Daily Inches, Inc.
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© 2013 Daily Inches, Inc.
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© 2013 Daily Inches, Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
Get "Customer" Buy-in on Calendar
§ Content "Customers" = social / SEO / website team, demand gen team, sales / sales enablement team
§ Share calendar early and often
© 2013 Daily Inches, Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
Define Processes and Workflows
§ Production of content requires lots of contributors, approvers
§ Don't let logistics ruin your content efforts
© 2013 Daily Inches, Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
You are in competition for your buyer's attention!
NO YES
© 2013 Eloqua Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
Integrated Content
Campaign
Field Sales Email Paid Media
Partners
PR
Website
Social Media PR North America PR EMEA
© 2013 Eloqua Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
@demandgendave @noyesjesse @tobymurdock @DG_Report
Interactive Website © 2013 Eloqua Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
Social Media
Blogs © 2013 Eloqua Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
Sales Templates © 2013 Eloqua Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
Earned Media
Paid Media © 2013 Eloqua Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
@demandgendave @noyesjesse @tobymurdock @DG_Report
Throw Chum In The Water – Top of Funnel
§ Scatter “Lead Chum” around the web § All over your site § Your Blog & Others § Social Networks § Partner Sites § PR § SEO Landing Pages § Syndicated Content § Webinars
47 © 2013
DemandGen International, Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
Gate Your Bait – Middle of Funnel § Best Practice: The best way to catch leads is to use a single gated form
in front of your best lead bait. After that, “feed the fish” through nurturing (leveraging hidden forms for further campaign tracking).
§ What to Gate: § Free Trials, eBooks & Resources, Valued Analyst Reports, Events
48
Catch The Leads Feed The Leads
Campaigns & Organic Nurtures & Sales Enablement © 2013
DemandGen International, Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report 49
Chum
Bait
Trap
Case Study: Insulet
© 2013 DemandGen
International, Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
Nurturing through the Funnel
© 2013 DemandGen
International, Inc.
@demandgendave @noyesjesse @tobymurdock @DG_Report
Q&A
@demandgendave
@noyesjesse
@tobymurdock
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