Watch Daniel Burstein, Director of Editorial Content and Jessica Lorenz, Visual Storyteller, both of MECLABS discuss content marketing and answer questions from the audience. Watch it now! Access our other webinars
Content Marketing How MarketingExperiments increased blog traffic by 232%
Ask questions and share advice on Twitter. #SherpaWebinar
Speaker Danie iel l Burstein in Jessic Je ica Lorenz Visual St Vi Story rytelle ler r Director of Di of Edit itorial Co Content MECLABS MECLABS @DanielBurstein @JessicaPLorenz
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/
Why content marketing? 30% Trade Shows CONTENT 20% DEGREE OF DIFFICULTY Optimization Social SEO Mobile Media Marketing Webinars 10% PPC Direct Print Mail Advertising Email Marketing 0% 10% 20% 30% 40% LEVEL OF EFFECTIVENESS MarketingSherpa Lead Generation Benchmark Survey Fielded January 2012, N=1,915
Comparing difficulty of content marketing Please indicate the DEGREE OF DIFFICULTY (time, effort and expense required) in creating each type of content Not Difficult Somewhat difficult Very difficult 25% Images 73% 2% 29% 66% 4% Press Releases 37% Social Media 57% 6% 57% 37% 6% Webpages Customer Reviews 54% 35% 12% E-newsletters 51% 43% 6% Mobile Web Content 44% 46% 11% Articles 41% 49% 11% 40% 53% 7% Blogs Microsites 40% 50% 10% 37% 46% 17% Digital Magazines Podcasts 37% 59% 4% Webinars/Webcasts 29% 51% 19% e-books 29% 48% 23% Case Studies 28% 49% 23% Whitepapers 21% 52% 26% Online Video 20% 54% 26% 20% 54% 26% Mobile Apps MarketingSherpa Lead Generation Benchmark Survey Fielded January 2012, N=1,915
17,657 visits/month 5,458 visits/month
17,657 232% visits/month In 8 Months 5,458 visits/month
http://bit.ly/15yq9Zf
172% ROI http://bit.ly/15yq9Zf
Brand Launch 2% Measurement 20% Thought Leadership Golf 7% Expertise Platform Advocacy 60% Employer of Choice 5% Transactions Content Dependent 6% Activities Government Relations http://bit.ly/19zX8k4
Brand Launch 2% Measurement 20% + 100% Thought Leadership Golf Increase in Web visits per month 7% Expertise Platform Advocacy 60% Employer of Choice + 300% 5% Increase in content production Transactions Content Dependent 6% Activities Government Relations http://bit.ly/19zX8k4
Not this… But this… http://bit.ly/15yplDJ
Not this… 80% But this… = 30 ARTICLES http://bit.ly/15yplDJ
SELL
Free is not free Value Cost The Prospect’s Mind • What is truly free? • Every action requires a value proposition
The Value Proposition
Test to find out what works Submit Comment
Test to find out what works Submit Comment
What are we trying to communicate? Submit Comment Join the conversation
What are we trying to communicate? Submit Comment Join the conversation 4,357 4,278 Visits 38 50 Comments 0.87% 1.74% Conversion
What are we trying to communicate? Submit Comment Join the conversation 4,357 4,278 34% Increase Visits 38 50 Comments 0.87% 1.74% Conversion
http://bit.ly/13yHe1O
Selling free content: Excerpts http://bit.ly/1ee9xb3
Selling free content: Excerpts http://bit.ly/1ee9xb3
Tell Your Story: Apply to speak at Email Summit ? F LINT M C G LAUGHLIN D AN A RIELY YOU N OAH G OLDSTEIN MECLABS.com/EmailAwards
We are currently looking for key players in: Sales & Marketing Research IT Development Business Management Visit MECLABS.com/Careers
Even “free” offers require a conversion Not this…
Even “free” offers require a conversion Testimonial Single CTA Orientation Quantifier Small form Not this… But this…
Even “free” offers require a conversion Testimonial Single CTA Orientation Quantifier Small form 548% Increase in Conversion Not this… Selling free content on the registration page increased conversion rate by 548% Con onversion Start Ra St Rate Ra Rate 0.7 .73% 0.7 .73% Control 10.37% 4.7 .76% Treatment – Optimized But this… 1,312% 548% Rela lativ ive Dif ifference
TELL YOUR STORY
How to identify your story Every customer wants two things: Eliminate the negative Accentuate the positive
Help women identify new beauty trends Company: Beautylish Industry: Beauty Project: Brand journalism Facebook 359,440 likes 13,811 talking about this Twitter 645,111 followers http://bit.ly/18PBt4s
Help people learn to meditate Company: Centerpointe Research Institute Industry: Therapy Campaign: Free giveaways to help people meditate Facebook Video tab: 32,922 views Video: 7,670 views 2,420 e-book downloads 42 product purchases http://bit.ly/13Ee6W5
Help fans cheer on their team Company: Calgary Flames (NHL) Industry: Sports 66% of the Flames' Campaign: Mobile app email subscribers 10% of the Flames' number of unique website visitors per month 44% of the fans who have the app are active users http://bit.ly/1ee9D2m
Help marketers find an ESP Company: ClickMail Marketing Product: ESPinator Helps email marketers choose an ESP that fits their needs and eliminate bounce rate. http://bit.ly/1csSgwB
Help people eliminate bad breath Company (and product): Orabrush Campaign: Series of funny YouTube videos 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 http://bit.ly/13EehRl
Help companies identify security threats Company: Commtouch Industry: Internet security Campaign: Creating and repurposing quarterly security reports 261% increase in media coverage 50% increase in Twitter followers 60% increase in blog subscribers http://bit.ly/15ypFlX
Focus on the audience and the message… NOT THE MEDIUM
Focus on the audience and the message… NOT THE “ “ Focus on being interested, rather than interesting. MEDIUM Brian Carroll Executive Director of Applied Research, MECLABS
…and only then apply the medium Determine Conduct Create a draft primary content value of brand research infrastructure Determine Determine the Create and value of ideal channels to disperse your product(s) communicate content channel content recommendations
STOP AT NOTHING
Three content marketing barriers We don’t have We don’t want We don’t want time to produce to give away our to give away quality content content for free our secrets
Three content marketing barriers We don’t have We don’t want We don’t want time to produce to give away our to give away quality content content for free our secrets
Project Management Workflow and Transparency Go To Market Services team members brief Project Industry/LOB and/or advise on strategies, and help refine Notification This is how marketing support requests are based on previous data and experience. Form submitted to GTMS. Depending on project submitted by details selected, GTMS team leaders will be Nat’l Mktg notified of the support request. Ongoing approvals from SMEs and Leaders Industry/LOB Leaders throughout process coordinated by National Marketing Leaders. Scheduled by Production Manager Project set-up Multi- Work Begins: Content & Project Kick- Yes and assigned aspect Graphic Design, Digital Media, off Call and in Project GTMS Demand Generation, Social project brief Management project? Media, PR, Advertising, etc. completed platform No – Single area of support needed – Small project GTMS Best efforts will be made to align resources to specific LOB/ Industry, this may not always be possible unless teams are willing to adjust Tracking of project due dates. MROI analysis Results – with Implementation Analytics and NOTE: Project Tracker used to manage overall planning. Project industry/LOB Automation Management platform used to manage GTMS support elements. Leaders Software GTMS Teams will review Project Tracker reports to plan for resources and manage workflow. http://bit.ly/19zX8k4
Asking the “Right” Questions Specific questions force them to think be beyond the immediate nee need and think about repackaging, webpages that should be linked, other types of media http://bit.ly/19zX8k4
Repurpose: Twelve Degrees of Content Email newsletter
Repurpose: Twelve Degrees of Content Questions that didn’t make it
Repurpose: Twelve Degrees of Content Tweet a highlight
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