MarketingExperiments increased blog traffic 232% with content marketing. And, you can too! See Pamela Markey and Daniel Burstein's presentation slides from the Jacksonville Chapter of AMA. Marketers say that content is among the most effective lead generation tactics, according to MarketingSherpa research, however, it is also among the most difficult for them to execute. In this session features an inside look at how MECLABS, the parent company of MarketingSherpa and MarketingExperiments, produces its own content, and shared some research and “how to” information about content marketing. In this presentation, you will learn: - Why so-called “free” content isn’t really free for your audience - How to identify your brand’s content “story” - How to overcome 3 common content marketing barriers

1. How MarketingExperiments increased
blog traffic 232% (and how you can, too)
Content Marketing

2. 2
Pamela Markey
Senior Director of Marketing
MECLABS
@PamelaMarkey
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein

3. 3

4. 4
We help
marketers
learn how

5. 5
We help
marketers
learn how
We do it
ourselves
every day

6. About MECLABS
The world's largest independent Internet-based research lab focused
exclusively on marketing and sales.
MECLABS deploys a rigorous methodology to conduct research. This
research is compiled from:
• 15+ years of research partnership with our clients
• 1,300 experiments
• Over 1 billion emails
• 10,000 landing pages tested
• 5 million telephone calls
• 500,000 decision maker conversations
MECLABS also publishes MarketingSherpa, MarketingExperiments and
the B2B Lead Roundtable.

7. 7
Why content marketing?
Print
Advertising
Social
Media Mobile
Marketing
Direct
Mail
Tradeshows
SEO
Optimization
PPC
Webinars
Email
Marketing
CONTENT
0% 40%10% 20% 30%
10%
20%
30%
DEGREEOFDIFFICULTY
LEVEL OF EFFECTIVENESS
Lead Generation Benchmark Survey
Fielded January 2012, N=1,915
MarketingSherpa

8. Comparing difficulty of content marketing
73%
66%
57%
57%
54%
51%
44%
41%
40%
40%
37%
37%
29%
29%
28%
21%
20%
20%
25%
29%
37%
37%
35%
43%
46%
49%
53%
50%
46%
59%
51%
48%
49%
52%
54%
54%
2%
4%
6%
6%
12%
6%
11%
11%
7%
10%
17%
4%
19%
23%
23%
26%
26%
26%
Images
Press Releases
Social Media
Webpages
Customer Reviews
E-newsletters
Mobile Web Content
Articles
Blogs
Microsites
Digital Magazines
Podcasts
Webinars/Webcasts
e-books
Case Studies
Whitepapers
Online Video
Mobile Apps
Not Difficult Somewhat difficult Very difficult
Please indicate the DEGREE OF DIFFICULTY (time, effort and expense required) in creating each type of content
SEO Marketing Benchmark Survey
Fielded February 2013, N≥70
MarketingSherpa

9. 9
Sell your ‘free’ content
Tell your story
Overcome three barriers
We need to figure out how to:

10. 10

11. 11
17,657visits/month
5,458visits/month

12. 12
17,657visits/month
5,458visits/month
232%In Eight Months

13. 13
http://www.marketingsherpa.com/article/case-study/e-commerce-blog-content-marketing

14. 14
172% ROI
http://www.marketingsherpa.com/article/case-study/e-commerce-blog-content-marketing

15. 15
Measurement
20%
Golf
Platform7%
Transactions
5%
Government
Relations
6%
60%
Brand Launch
2%
Thought Leadership
Expertise
Advocacy
Employer of Choice
Content Dependent
Activities
http://sherpablog.marketingsherpa.com/marketing/how-mcgladrey-built-strategy-content/

16. 16
Measurement
20%
Golf
Platform7%
Transactions
5%
Government
Relations
6%
60%
Brand Launch
2%
Thought Leadership
Expertise
Advocacy
Employer of Choice
Content Dependent
Activities
+ 100%
+ 300%
Increase in web visits per month
Increase in content production
http://sherpablog.marketingsherpa.com/marketing/how-mcgladrey-built-strategy-content/

17. 17
http://www.marketingsherpa.com/video/content-marketing-marcus-sheridan
Not this…
But this…

18. 18
Not this…
But this…
80%=THIRTY
ARTICLES
http://www.marketingsherpa.com/video/content-marketing-marcus-sheridan

19. 19
Sell your ‘free’ content
Tell your story
Overcome three barriers
We need to figure out how to:

20. 20
SELL

21. 21
Free is not free
Value Cost
The Prospect’s Mind
• What is truly free?
• Every action requires a value proposition

22. 22
The Value Proposition

23. 23
Test to find out what works
Submit Comment

24. 24
Test to find out what works
Submit Comment

25. 25
What are we trying to communicate?
Join the conversationSubmit Comment

26. 26
What are we trying to communicate?
Join the conversationSubmit Comment
4,357 4,278
38 50
0.87% 1.74%
Visits
Comments
Conversion

27. 27
What are we trying to communicate?
Join the conversationSubmit Comment
4,357 4,278
38 50
0.87% 1.74%
Visits
Comments
Conversion
34% increase

28. 28
http://www.marketingexperiments.com/blog/research-topics/social-media-research-topics/blog-comment-test.html

29. 29
Selling free content: Excerpts
http://www.marketingexperiments.com/blog/internet-marketing-strategy/b2b-gamification-in-trial-marketing.html

30. 30
Selling free content: Excerpts
http://www.marketingsherpa.com/video/b2b-gamification-in-trial

31. 31
Not this…
Even ‘free’ offers require a conversion

32. 32
But this…
Not this…
Orientation
Small form
Single CTATestimonial
Quantifier
Even ‘free’ offers require a conversion

33. 33
Sell your ‘free’ content
Tell your story
Overcome three barriers
We need to figure out how to:

34. 34
TELL YOUR
STORY

35. How to identify your story
Every customer wants two things:
Eliminate
the negative
Accentuate
the Positive

36. Help women identify new beauty trends
Facebook
359,440 likes
13,811 talking about this
Twitter
645,111 Followers
Company: Beautylish
Industry: Beauty
Project: Brand Journalism
http://sherpablog.marketingsherpa.com/copywriting/content-marketing-should-you-lure-a-journalist-over-to-the-dark-side/

37. Help people learn to meditate
Facebook
Video tab: 32,922 views
Video: 7,670 views
2,420 ebook downloads
42 product purchases
Company: Centerpointe Research Institute
Industry: Therapy
Campaign: Free giveaways to help people meditate
http://www.marketingsherpa.com/article/case-study/facebook-demo-drives-sales-less

38. Help fans cheer on their team
66% of the Flames' email
subscribers
10% of the Flames' number
of unique website visitors
per month
44% of the fans who have
the app are active users
Company: Calgary Flames (NHL)
Industry: Sports
Campaign: Mobile App
http://www.marketingsherpa.com/article/how-to/nhls-calgary-flames-deliver-instant

39. Help marketers find an ESP
Helps email marketers
choose an ESP that fits
their needs and
eliminate bounce rate.
Company: ClickMail Marketing
Product: ESPinator
http://sherpablog.marketingsherpa.com/b2b-marketing/web-based-tool-content-marketing/

40. Help people eliminate bad breath
35 million YouTube views
116,000 YouTube subscribers
10x increase in landing page
conversion rates by adding
Orabrush videos
271,000 Facebook fans
Orabrush’s sales volume in
stores is comparable to
premium toothbrush sales
Company (and product): Orabrush
Campaign: Series of funny YouTube videos
http://www.marketingsherpa.com/article/how-to/small-business-builds-youtube-channel

41. Help companies identify security threats
261% increase in media
coverage
50% increase in Twitter
followers
60% increase in blog subscribers
Company: Commtouch
Industry: Internet security
Campaign: Creating and repurposing quarterly security reports
http://www.marketingsherpa.com/article/case-study/getting-corporate-data-out-subject

42. Focus on the audience and the message…
NOT THE
MEDIUM

43. Focus on the audience and the message…
NOT THE
MEDIUM
Focus on being interested,
rather than interesting.“ “
Brian Carroll
Executive Director of Applied Research, MECLABS

44. …and only then apply the medium
Determine
value of
brand
Determine
value of
product(s)
Conduct
primary
research
Determine the
ideal channels to
communicate
content
Create a draft
content
infrastructure
Create and
disperse your
content channel
recommendations

45. 45
Sell your ‘free’ content
Tell your story
Overcome three barriers
We need to figure out how to:

46. 46
STOP AT
NOTHING

47. 47
We don’t want
to give away
our secrets
We don’t want
to give away our
content for free
Three content marketing barriers
We don’t have
time to produce
quality content

48. 48
We don’t want
to give away
our secrets
We don’t want
to give away our
content for free
Three content marketing barriers
We don’t have
time to produce
quality content

49. 49
Project Management Workflow and Transparency
Project
Notification
Form
submitted by
Nat’l Mktg
Leaders
Project Kick-
off Call and
project brief
completed
Project set-up
and assigned
in Project
Management
platform
Work Begins: Content &
Graphic Design, Digital
Media, Demand
Generation, Social
Media, PR, Advertising, etc.
Implementation
Tracking of
Results –
Analytics and
Automation
Software
Industry/LOBGTMS
This is how marketing support requests are
submitted to GTMS. Depending on project
details selected, GTMS team leaders will be
notified of the support request.
MROI analysis
with
industry/LOB
Leaders
Best efforts will be made to align resources to specific LOB/
Industry, this may not always be possible unless teams are willing to
adjust project due dates.
NOTE: Project Tracker used to manage overall planning. Project
Management platform used to manage GTMS support elements.
GTMS Teams will review Project Tracker reports to plan for resources
and manage workflow.
Go To Market Services team members brief
and/or advise on strategies, and help refine
based on previous data and experience.
Ongoing approvals from SMEs and
Industry/LOB Leaders throughout process
coordinated by National Marketing Leaders.
Yes
No– Single area of support needed – Small project
Scheduled by
Production Manager
Multi-
aspect
GTMS
project?
http://sherpablog.marketingsherpa.com/marketing/how-mcgladrey-built-strategy-content/

50. 50
Asking the “Right” Questions
Specific questions
force them to
think beyond the
immediate need
and think about
repackaging, web
pages that should
be linked, other
types of media
http://sherpablog.marketingsherpa.com/marketing/how-mcgladrey-built-strategy-content/

51. 51
Repurpose: Twelve Degrees of Content
Email newsletter

52. 52
Repurpose: Twelve Degrees of Content
Questions that
didn’t make it

53. 53
Repurpose: Twelve Degrees of Content
Tweet a highlight

54. 54
Repurpose: Twelve Degrees of Content
Work begins: The MECLABS Research Team conducts preliminary
forensic data analysis, summary competitive analysis and other key deliverables
to initiate the research project and gain the ‘quick wins’ that will fuel the
ongoing discovery.
MECLABS drafts the research proposal which
helps articulate, deliverables, timelines, objectives and costs.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
MECLABS drafts the research
proposal which helps
articulate, deliverables, timelines, objectives
and costs.
The Sciences Team reviews the data to
determineif the initiativefits into our research
agenda and provides their recommendation.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and
the Research Partnership officiallybegins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
Newsletter
Print an excerpt

55. 55
Repurpose: Twelve Degrees of Content
Work begins: The MECLABS Research Team conducts preliminary
forensic data analysis, summary competitive analysis and other key deliverables
to initiate the research project and gain the ‘quick wins’ that will fuel the
ongoing discovery.
MECLABS drafts the research proposal which
helps articulate, deliverables, timelines, objectives and costs.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
MECLABS drafts the research
proposal which helps
articulate, deliverables, timelines, objectives
and costs.
The Sciences Team reviews the data to
determineif the initiativefits into our research
agenda and provides their recommendation.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and
the Research Partnership officiallybegins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
Newsletter
Work begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to
initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery.
MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
MECLABS drafts the research proposal which helps
articulate, deliverables, timelines, objectives and costs.
The Sciences Team reviews the data to determine if the initiative fits into our research agenda and provides their
recommendation.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
Newsletter
Release a
mobile
issue

56. 56
Repurpose: Twelve Degrees of Content
Work begins: The MECLABS Research Team conducts preliminary
forensic data analysis, summary competitive analysis and other key deliverables
to initiate the research project and gain the ‘quick wins’ that will fuel the
ongoing discovery.
MECLABS drafts the research proposal which
helps articulate, deliverables, timelines, objectives and costs.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
MECLABS drafts the research
proposal which helps
articulate, deliverables, timelines, objectives
and costs.
The Sciences Team reviews the data to
determineif the initiativefits into our research
agenda and provides their recommendation.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and
the Research Partnership officiallybegins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
Newsletter
Work begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to
initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery.
MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
MECLABS drafts the research proposal which helps
articulate, deliverables, timelines, objectives and costs.
The Sciences Team reviews the data to determine if the initiative fits into our research agenda and provides their
recommendation.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
Newsletter
Create a
podcast

57. 57
Repurpose: Twelve Degrees of Content
Work begins: The MECLABS Research Team conducts preliminary
forensic data analysis, summary competitive analysis and other key deliverables
to initiate the research project and gain the ‘quick wins’ that will fuel the
ongoing discovery.
MECLABS drafts the research proposal which
helps articulate, deliverables, timelines, objectives and costs.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
MECLABS drafts the research
proposal which helps
articulate, deliverables, timelines, objectives
and costs.
The Sciences Team reviews the data to
determineif the initiativefits into our research
agenda and provides their recommendation.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and
the Research Partnership officiallybegins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
Newsletter
Work begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to
initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery.
MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
MECLABS drafts the research proposal which helps
articulate, deliverables, timelines, objectives and costs.
The Sciences Team reviews the data to determine if the initiative fits into our research agenda and provides their
recommendation.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
Newsletter
And a YouTube video

58. 58
Repurpose: Twelve Degrees of Content
Work begins: The MECLABS Research Team conducts preliminary
forensic data analysis, summary competitive analysis and other key deliverables
to initiate the research project and gain the ‘quick wins’ that will fuel the
ongoing discovery.
MECLABS drafts the research proposal which
helps articulate, deliverables, timelines, objectives and costs.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
MECLABS drafts the research
proposal which helps
articulate, deliverables, timelines, objectives
and costs.
The Sciences Team reviews the data to
determineif the initiativefits into our research
agenda and provides their recommendation.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and
the Research Partnership officiallybegins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
Newsletter
Work begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to
initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery.
MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
MECLABS drafts the research proposal which helps
articulate, deliverables, timelines, objectives and costs.
The Sciences Team reviews the data to determine if the initiative fits into our research agenda and provides their
recommendation.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
Newsletter

59. 59
Repurpose: Twelve Degrees of Content
Work begins: The MECLABS Research Team conducts preliminary
forensic data analysis, summary competitive analysis and other key deliverables
to initiate the research project and gain the ‘quick wins’ that will fuel the
ongoing discovery.
MECLABS drafts the research proposal which
helps articulate, deliverables, timelines, objectives and costs.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
MECLABS drafts the research
proposal which helps
articulate, deliverables, timelines, objectives
and costs.
The Sciences Team reviews the data to
determineif the initiativefits into our research
agenda and provides their recommendation.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and
the Research Partnership officiallybegins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
Newsletter
Work begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to
initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery.
MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
MECLABS drafts the research proposal which helps
articulate, deliverables, timelines, objectives and costs.
The Sciences Team reviews the data to determine if the initiative fits into our research agenda and provides their
recommendation.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
NewsletterAdd the audio
files to the
iPhone app

60. 60
Repurpose: Twelve Degrees of Content
Work begins: The MECLABS Research Team conducts preliminary
forensic data analysis, summary competitive analysis and other key deliverables
to initiate the research project and gain the ‘quick wins’ that will fuel the
ongoing discovery.
MECLABS drafts the research proposal which
helps articulate, deliverables, timelines, objectives and costs.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
MECLABS drafts the research
proposal which helps
articulate, deliverables, timelines, objectives
and costs.
The Sciences Team reviews the data to
determineif the initiativefits into our research
agenda and provides their recommendation.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and
the Research Partnership officiallybegins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
Newsletter
Work begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to
initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery.
MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
MECLABS drafts the research proposal which helps
articulate, deliverables, timelines, objectives and costs.
The Sciences Team reviews the data to determine if the initiative fits into our research agenda and provides their
recommendation.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
Newsletter
Distribute interview to broadcast
and print media
Press Release

61. 61
Repurpose: Twelve Degrees of Content
Work begins: The MECLABS Research Team conducts preliminary
forensic data analysis, summary competitive analysis and other key deliverables
to initiate the research project and gain the ‘quick wins’ that will fuel the
ongoing discovery.
MECLABS drafts the research proposal which
helps articulate, deliverables, timelines, objectives and costs.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
MECLABS drafts the research
proposal which helps
articulate, deliverables, timelines, objectives
and costs.
The Sciences Team reviews the data to
determineif the initiativefits into our research
agenda and provides their recommendation.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and
the Research Partnership officiallybegins.
We contact you to discuss your application The goal is to get a better understanding of
your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership
officially begins.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
Newsletter
Work begins: The MECLABS Research Team conducts preliminary forensic data analysis, summary competitive analysis and other key deliverables to
initiate the research project and gain the ‘quick wins’ that will fuel the ongoing discovery.
MECLABS drafts the research proposal which helps articulate, deliverables, timelines, objectives and costs.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
MECLABS drafts the research proposal which helps
articulate, deliverables, timelines, objectives and costs.
The Sciences Team reviews the data to determine if the initiative fits into our research agenda and provides their
recommendation.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
We contact you to discuss your application The goal is to get a better understanding of your research challenges and objectives.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
The terms of the Research Proposal are agreed upon and the Research Partnership officially begins.
Newsletter
Distribute interview to broadcast
and print media
Press Release
AND IF
THAT FAILS

62. 62
AND IF
THAT FAILS

63. 63
We don’t want
to give away
our secrets
We don’t want
to give away our
content for free
Three content marketing barriers
We don’t have
time to produce
quality content

64. 2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915
Marketers’ expected changes to channel budget
3%
4%
6%
9%
13%
14%
14%
19%
23%
24%
27%
29%
17%
19%
17%
29%
32%
33%
38%
44%
39%
44%
46%
45%
59%
59%
60%
57%
49%
52%
46%
32%
37%
30%
24%
23%
Print advertising
Tradeshows
Direct mail
Webinars
Paid search (PPC)
Mobile marketing
Marketing technology
Email marketing
Content marketing
SEO
Social media
Website optimization
Increase greatly Increase slightly No change
62% increase

65. 65
$4.2
BILLION

66. 66
$3.9
BILLION

67. 67
$2.9
BILLION

68. 68
$2.5
BILLION

69. You pay with help, you receive attention and trust
Your
Company
Customers
Share of mind
Trust
Content
Relevant
Helpful
Entertaining

70. 70
We don’t want
to give away
our secrets
We don’t want
to give away our
content for free
Three content marketing barriers
We don’t have
time to produce
quality content

71. 71

72. 72
Real content
marketing adds
value for the
customer, no
matter the topic
http://www.marketingsherpa.com/video/content-marketing-marcus-sheridan

73. 73
Real content
marketing adds
value for the
customer, no
matter the topic
We tell potential customers,
‘You know what, fiberglass might not
be for you. And that’s OK, we’re going
to figure it out together.’
– Marcus Sheridan
“ “
http://www.marketingsherpa.com/video/content-marketing-marcus-sheridan

74. 74
Transparent Marketing
The consumer is not a
moron, she is your wife. You
wouldn’t lie to your wife. Don’t
lie to mine.
– David Ogilvy
“ “

75. 75

76. 76
When you disagree
let your customers answer

77. 77
We don’t want
to give away
our secrets
We don’t want
to give away our
content for free
Three content marketing barriers
We don’t have
time to produce
quality content

78. 78
Sell your ‘free’ content
Tell your story
Overcome three barriers
We need to figure out how to:

79. Additional resources
Blog Case Study: Three Lessons Learned from a 232% Increase in Visits
http://contentmarketinginstitute.com/2010/08/blog-case-study-increase-visits/
Selling Free Content: Why Seth Godin never gives anything away for free
http://www.marketingexperiments.com/blog/marketing-insights/free-content-
value-exchange.html
Content Marketing and SEO: The world doesn’t need another blog post
http://sherpablog.marketingsherpa.com/search-marketing/customer-focused-
content-marketing/
Content Marketing: 3 tips for how to get started
http://sherpablog.marketingsherpa.com/inbound-marketing/content-
marketing-getting-started/

80. How MarketingExperiments increased
blog traffic 232% (and how you can, too)
Content Marketing