1. Use Content Marketing
to Reach Your Audience
Andreas Ramos
Alok Vasudeva
March 30, 2013
Content Marketing
2. Andreas Ramos
• PPC for MIT
• SEO for Stanford
• Co-
founder, Classjunky
.com
• Adviser to five SV
startups
• Worked at
SUN, SGI, Brio, Acx
iom
• Author of seven
books
• Upcoming book on
Content Marketing
Who We Are
Alok Vasudeva
• 10+ years in B2B marketing
• Expertise in product
marketing and marketing
communications
• Emulex, Hitachi Data
Systems, Marconi, Siemens
Communications
4. • 5,000 ads per person daily
• 80% of the target audience
ignores TV ads (Nielsen)
• 63% of the web users use
software to block ads
(Sequenti.al, 2012)
• Unilever spent $6.3m on
TV, but reached only 40%
(Financial Times)
• 61% decide without talking to
sales (MarketingSherpa, 2012)
• 57% of the purchase decision
is made before talking with
sales (Eloqua)
Problem: Advertising Doesn’t Work
5. • 91% of CMOs are using content marketing
• 34% of marketing budgets at Fortune 500s
• Coca-Cola and Intel
Content Marketing Institute
B2B Content Marketing, 2013
Solution: Content Marketing
7. Traditional marketing is “push marketing”
• It is pushed at the audience
• It is broadcasted at the audience
• Don’t create marketing blah-blah-blah
Create useful content that the audience wants
• It is content that they want
• They seek it out
• Find their questions and give them answers
• Find out their problems and offer solutions
• Examples: FAQs, support, technical documentation
What Is Content Marketing?
9. Use Web 2.0 tools
• Search queries on your
website
• Yahoo! Answers
• Quora
• Search Twitter and
download
• Forums in
FB, LinkedIn, G+, etc.
• Influencer tools
(eCairn, EzyInsights)
• Word Clouds
What Does Your Audience Want?
Source: EzyInsights.com
10. Text
• eNewsletters
• Blogs
• FAQs
• White papers
• Books
• E-books
• Case studies
• Tweets
• Slideware
• News releases
Use the Formats that Your Audience Wants
Image
• Photo essays
• Infographics
• llustrations
Video
• Interviews
• Demonstrations
• Events
Audio
• Podcasts
11. • Business goal
• Branding (logo, colors, font)
• Unique Value Proposition (UVP)
• Target Audience
• Use a Brand Guideline document
• Where to get one?
• andreas.com/marketingcamp.html
Use the Basics of Marketing
12. Analytics
• Adobe Omniture, IBM Coremetrics, Google Analytics
E-mail
• Add a form to your site
• Build your mailing list
• ConstantContact, ExactTarget, Responsys, VerticalResponse, MailChi
mp
Marketing Automation
• Moves visitors through your site
• Sorts prospects into good or poor
• Act-On, Eloqua, Marketo, Pardot, LoopFuse
Sales CRM
• Manages your sales team’s performance
• SAP, salesforce.com, sugarCRM, Zoho
Tracking and Metrics
13. • KPIs
• Cost-per-Lead (CPL)
• Cost-per-Acquistion (CPA)
• KPIs are for investors
• Show that you have a strategy to grow traffic
• Show how much it cost to reach the target
• Buy your traffic
Why Metrics?
14. Summary: Why Content Marketing?
• Give your audience
what they want
• Bypass the media
• Bypass Google
• Control your message
15. Get a Free Copy of the Book
• ISBN 978-0-9893600-0-5
• Release Date: May 28th
• Get this presentation and other
resources at:
andreas.com/marketingcamp.html