Channel Strategies To Avoid Getting Lost With Your Content Marketing Program

channel strategies to
avoid getting
Lost with your content
marketing program

Rob Yoegel, Content Marketing Director
robyoegel@monetate.com • @robyoegel
Sunday, December 2, 12

the mission - to put an end

interruptive
advertising


create

authentic
valuable
content that helps people


what can you do
to be more

relevant? helpful, utility, authentic, recognized leader


the challenge . . .

where to
start?


channels?
strategy?
easy for marketers to get lost.


its imperative to

keep it simple


while meeting the needs of the

online everywhere
customer


focus our distribution strategy on a

converged media
approach


Content Distribution


News/Media/PR
Email

SEO Research/White Papers
Blogs + Blogging

Infograhics
Comment Marketing

Social Networks

Online Video

Content Distribution Webinars

Forums

Document Sharing
Social Bookmarking

Word of Mouth
Direct/Referring Links
Podcasting
Q+A Sites
Type-In Traffic


converged media
Altimeter: The Converged Media Imperative
Rebecca Lieb


paid
owned
+ earned
converged media

paid
media buys - banner ads, PPC, sponsorships

owned
earned

paid

owned
content assets - sites, blogs, ebooks, videos, social

earned

paid

owned
content assets - sites, blogs, ebooks, videos, social

earned
media mentions, user-generated, tweets, shares


converged media

BEST PRACTICES


paid
Trade publishers have become
media partners.

2012
Co-produced 5 out of 13 webinars


paid
2012 Webinar Numbers:

Averaged 600 registrants per webinar
44% attended
*Monitor all leads by source and asset type putting
registrants into Qualified (Opportunity), Nurture (Lead),
Unqualified Tracks.


paid
2012 Webinar Numbers:
Leads


paid
PAID PLACEMENTS

For the other 8 self-produced
webinars, worked with media partners
to promote.


paid
Key Takeaways:
• Media buying experience on your team.
• Editorial experience developing content and
producing webinars.
• Measure, measure, measure.


owned
• Social networks are primary distribution
channel for content (digital subscribers)
• Visitors who know and trust our brand and
evangelize (share) content
- (versus search, which is more top-of-funnel/
discovery, but equally important)


owned
Track goal conversions
(content downloads,
webinar registrations)
sourced and “assisted”
from social.


owned
Dont make an excuse not to use a social channel
Twitter, LinkedIn, Facebook, Pinterest,
YouTube, SlideShare
• All content is published based on a social media
channel plan that includes content marketing
director, corporate communications director and part-
time social media contractor.


owned
Dont make an excuse not to use a social channel
Twitter, LinkedIn, Facebook, Pinterest,
YouTube, SlideShare
• Ultimate goal is to make each content creator social
ambassadors for their own content.


owned
One year results...
133% 108%
WEBSITE VISITS PAGE VIEWS

142% 133%
UNIQUE VISITORS SOCIAL REFERRALS


owned
Where is your traffic coming from?
• Become a recognized authority
• Social is a big part of increase

Ref. Sites
22% Search Engines Ref. Sites
Search Engines 25% 31%
38%

Direct Trafﬁc Direct Trafﬁc
41% 44%

2011 2012

owned
2013 Goal: Drive more traffic from
Social than Search

Social
Search 19%
22%

Other
59%

Last Month


owned
Key Takeaways:
• Everyone is a publisher. Tools like WordPress are
today’s printing press
• Leads, Opportunities, Customers (Suspects and
Prospects), but don’t forget your subscribers. Your
buyer personas who have pain points your content
should address.
• Don’t make an excuse not to use a channel. Social
subscribers/leads convert and help build influence


earned


earned
Case Study #1: Pinterest infographic
(January 2012)


earned
Results: 15K + Shares on Mashable!!


earned
Results: Over 100% increase in
website unique visitors and pageviews


earned
Bonus: Also resulted in social media author, speaker
Jay Baer (CMW keynoter for 2013) guest
post on Monetate.com


earned
Case Study #2: Ecommerce Quarterly Report


earned
The EQ is the result of analyzing over 100 million
online shopping sessions. Now in its third release, the
EQ has already been referenced in
CNBC, Forbes, TechCrunch and Mashable.


earned
EQ Live


earned EQ Results:

• Downloads: 1,200+ (two releases)
• Leads: 553
• Opportunities: 10+, avg deal size of $75k
• Wins: 2 ($210k)


earned
Key Takeaways:
• Integrate PR into content marketing. Don’t
silo. Give PR access to Editorial Calendars,
planning meetings, customer interviews, etc.


the bottom line


the bottom line
20% to 60% ARR


the bottom line
20% to 60% ARR
100 to 2,800 leads


let s start thinking

differently


keep it simple


For even more, check out our
Expert Optimization Resources

Valuable case studies, eBooks, white papers,
webinars, and infographics

monetate.com/resources
follow @monetate on


THANK YOU
robyoegel@monetate.com

Rob Yoegel
Content Marketing Director
@robyoegel


Channel Strategies To Avoid Getting Lost With Your Content Marketing Program

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Channel Strategies To Avoid Getting Lost With Your Content Marketing Program