The document provides guidance on using content marketing to find new customers. It recommends appointing a chief content officer and managing editor to oversee content creation and promotion. Content should be created for all stages of the buyer's journey, from early to late stage. Marketers should repurpose existing content into different formats like blogs, videos and ebooks. Content performance should be regularly measured and underperforming pieces retired. The key is to publish useful content that helps customers and promotes it across owned channels and social media.

2. Finding New Customers Through
Engaging Content
Dayna Rothman
9/19/2013

7. Content Marketing Stats
• 86% of marketers are using content to attract or
engage customers
• 78% believe custom branded content will
become more important next year
• 74% believe content marketing played a key role
in traffic increases

9. Brand awareness
Brand preference
Risk reduction
Blogs Definitive GuidesResource Center VideoWebinars
Content Marketing for Brand & Like

11. Your Team.Your Team.our Team.

12. Staffing for Content Creation
• Get stakeholder buy-in
• Appoint executive editor
• Invest in content creators
– Content consumers
– Great communicators
– Great project managers
• Create a content / social policy
Marketo invests
10% of headcount
into content
www.marketo.com/
trust/social-media-
policy.php
@jonmiller @mpranikoff

13. Chief Content Officer
• Executive leadership
• Responsibilities include:
– Owns story of the business
– Content final approval
– Web/creative approval
– Contract negotiations
– Audience development/influencer relationships
– Measurement
– Accountability

14. Managing Editor
• Content creation
• Production
• Scheduling
• Consistency
• SEO
• Publishing

15. Content Creators
• Additional team members
• Internal SMEs
• Outsourced writers
• Content creation services
• Partners/thought leaders

16. Content Producers
• Design team
• In-house
• Outsourced
• Agency

17. Organizational Content Contributors
How do you get the thought leaders in your
company to create content?
• Stakeholder /executive support
• Grass roots evangelism
• Training
• Incentive programs
• Create a splash!

18. Who do you look for?

19. Content Planning.

21. Buying Stages—Creating Your Funnel

22. Mapping Content
• Mid Stage
Gated? Yes
• Late Stage
Gated? Mostly No
• Early Stage
Gated? No

23. Buyer Personas

24. VS.

25. Ideation
Generating ideas on a consistent basis has been reported
to be one of the biggest content marketing challenges.
• Engage your organization
• Social listening
• Customer interviews
• Surveys
• Hot trends and topics
• SEO considerations
• Personal/business interests

26. Content Arcs/ Themes
• What do you want to talk about and when?
– Themes based on product releases, new services,
other announcements
– Themes based on trends, hot topics
– Arcs could be 1 month – 6 months depending on
your business
• Example: Agency Content Arc

27. To Gate or not to Gate?

28. Form Length

29. Lean Content Creation.

31. Content isn’t Just
Whitepapers.
• Blog posts
• Videos
• Podcasts
• SlideShare Presentations
• Infographics
• Moving Infographics
• Activity Books/Worksheets
• Articles

32. Visual Helps Content Stand Out
VS.
13,000 Views 339,000 Views

33. THE 3 R’s OF CONTENT MARKETING
Optimization
Repurpose, Rewrite, Retire

34. Repurpose Content

35. Repurpose “Big Rock” Content
Definitive Guide to MA:
Webinars:
Ebooks:
Infographics:

36. Videos:
Blogs:

37. Repurpose Blogs
Blog to Ebook

38. Rewrite and Redesign
Before After

39. Retire
• Every piece of content should have a limited shelf
life
• Ask yourself:
– How is this content piece performing?
– Could we rewrite or redesign?
• Obvious content to retire:
– Reports that are dated
– Assets around an event
– Topic is no longer relevant

40. Promoting Your Content: A
Sample Plan

41. The Asset
The Definitive Guide to Social Marketing:
111,000 Views

42. Webinars
• Webinar 1: The Definitive Guide to Social Marketing
– Registrants: 2,775 Attendees: 588
– Recorded Asset: 14,000 Views
• Webinar 2: The ROI of Social Marketing
– Registrants: 2,289 Attendees: 568
– Recorded Asset: 3,000 Views

43. Be Everywhere

44. On Your Website
@jonmiller @mpranikoff

45. On Your Blog
@jonmiller @mpranikoff

46. Email Promotions
• Rolling Launch: 4 Email Blasts to Database

47. Social Promotions
• Facebook Tab: 10,854 Views, 2,680 Form Fill-outs
• Facebook Ads: 2620 Downloads
• Twitter Ads: 1,430 views, 31 Form Fill-outs
• SlideShare: 7,641 views, 312 Downloads

48. Visual Content for Social

49. Social Referral Campaign

50. Content Marketing ROI.

51. Renting vs. Owning
Instead of buying media, marketers are
becoming media and owning it.

52. Cost per Lead
Source: Kapost

53. Source: Kapost

54. ROI Measurements
• Determine what you want to measure
– Contact us
– Social engagement
– Linkbuilding and SEO
– Website stats like time spent on page, bounce rate
• Conversions
– Email conversions
– Lead quality
– Retention period
– Sales cycle

55. What Are Other’s Doing?
Source: CMI

57. 7 Key Takeaways
1. The way buyers buy has changed forever—the way we
market and sell must change as well.
2. Publish/own content to help customers find you.
3. Investing in the right team is the key to success.
4. Do more with less by using lean content creation
5. Multi-channel content promotion will give you biggest
bang for your buck.
6. Create content for all stages of the buying cycle
7. Thing big, start small, move quickly!

58. Thank You!
Q&A
Dayna Rothman: drothman@marketo.com
@dayroth