1. The
Future
of
Content
Marke0ng:
How
to
Rise
(and
stay!)
Above
the
Noise
#ContentSuccess

2. #ContentSuccess
Welcome
Webinar
A?endees
Type
ques0on
here

3. #ContentSuccess
Follow
this
webinar
on
Twi?er
#ContentSuccess
Demand
Gen
Report:
@DG_Report
Marketo:
@Marketo
Maggie
Jones:
@maggiejonezzz
Michael
Gerard:
@michaelgerard

4. #ContentSuccess
About
Demand
Gen
Report
@DG_Report
http://linkd.in/DG_Specialists
• Launched
in
2007
to
track
best
pracNces
in
lead
generaNon
• Newsle?er
has
grown
to
more
than
26,000
readers
• We
also
offer
a
menu
of
research
and
best
pracNces
reports
• New
audio/video
podcasts
at
DemandGenReport.com

5. #ContentSuccess
The
Changing
Role
of
Content
• 70%
of
execuNves
said
they
rely
more
on
content
than
they
did
a
year
ago
when
research
• The
majority
of
respondents
have
used
5
different
content
types
when
researching
• 90%
of
execuNves
feel
overwhelmed
by
the
amount
of
content
available
• 65%
said
they
would
like
to
see
vendors
stop
overloading
content
with
text-­‐heavy
pages

6. #ContentSuccess
Panelists
MODERATOR:
Andrew
Gaffney
Editor,
Demand
Gen
Report
Maggie
Jones,
Content
MarkeNng
Specialist,
Marketo
Michael
Gerard,
CMO,
Curata

7. The Future of Content
Marketing:
How to Rise(and Stay!)
Above the Noise
Maggie
Jones
Content
MarkeNng
Specialist,
Marketo
@maggiejonezzz

10. CONTENT

11. • Big
quesNon
mark
over
fortune
teller
?

13. • Big
quesNon
mark
over
fortune
teller
?

22. Content Metrics!

23. Push
Leads
Through
Funnel
Content Metrics!

24. • Mid
Stage
• Late
Stage
• Early
Stage

25. ConsumpNon
• Total
visits
• Unique
#
of
visits
• #
of
downloads
• Time
spent
on
site
• Bounce
rate

26. Search
Rank
• Mapping
keywords
to
intent
• Value/Relevance
• Authority

27. Vanity
Metrics
• Facebook
“likes”
• Shares
• Comments
• Favorites/Re-­‐tweets

28. Lead
Gen
Metrics
• How
many
leads
get
moved
to
the
middle
of
the
sales
funnel?

29. ALribu0on
• First
Touch
• MulN-­‐Touch

30. Lead
Gen
Metrics
• How
many
leads
get
moved
to
the
end
of
the
funnel?

31. ALribu0on
• First
Touch
• MulN-­‐Touch
• CommunicaNon
with
Sales

34. www.marketo.com/
content-­‐marke0ng

35. The Future of Content Marketing:
How to Rise(and Stay!) Above the
Noise
#ContentSuccess
March 20, 2014
Michael Gerard, CMO
Twitter: @michaelgerard

36. 36#CMTactics

37. 37#CMTactics

38. Content Marketing 2014
• What content marketing staff & process
changes will take place in 2014?
• What’s a best-in-class content marketing
mix?
• How can I better leverage technology?
38#ContentSuccess

39. State of Content Marketing:
“Full Steam Ahead!”...
39Source: Curata’s 2014 Content Marketing Tactics Planner
• Strategy
• Priorities: More leads, engage buyers, build
brand awareness
• Top challenges: More... staff, budget, content
• Investment – Increasing
• “30% of (2013) marketing budget spent on
content marketing.” - MarketingProfs and CMI
• “71% of marketers will increase content
marketing $ in 2014” – Curata
• Content – Increasing Production
• “73% of B2B content marketers are producing
more content than they did 1 year ago.”
- MarketingProfs and CMI
#ContentSuccess

40. But Be Careful Following the Herd
40#ContentSuccess
• Strategy: Work in process
• Investment: Blind ambition
• Content: Quantity is everything

41. Content Marketing 2014:
Organizational Changes
41
1. Hire a Content Marketing Lead
2. Build a Team
3. Align Internally
Ed Youngblood
Director of Content Strategy
Enterprise Group, Alcatel-Lucent
Noriko Morimoto
VP Brand and Content Marketing
Zipcar
#ContentSuccess

42. 42
Map out Your Content
Supply Chain
Drive Innovation in
Content Development
Align Content with
Buyers
Content Marketing 2014:
Process Changes
Content
Strategy
Content
Development
Asset
Development
Distribution
(publish,
promote)
Analysis
Content
Pyramid
Content Pyramid:
http://bit.ly/CMpyramid
#ContentSuccess

43. Content Marketing: The process for developing, executing and
delivering the digital content and related assets that are needed
to create, nurture and grow a company's customer base.
43
Syndicated Content
3rd party content published in
full form on your digital property
that has already been published
on another site.(paid or unpaid
model)
Created content
Original content authored on
behalf of your organization.
(internally or externally sourced)
Curated content
Portions of 3rd party content
published on your digital property
that have been contextualized
(e.g., annotated, commentary
added) for your audience.
Definition of Content Marketing
#ContentSuccess

44. Content Marketing Barriers to
Success
External: Most content
is in our own voice.
Buyers demand more.
Internal: “We can’t create
enough content every week!”

45. #CurationRockstar
STOPEGOCENTRIC
MARKETINGTM
11
http://bit.ly/StopEgoMktg
#ContentSuccess

46. 46
What will the Content Marketing
Mix be for Leaders in 2014?
Q. What is your [desired] content marketing mix for each type of content?
Created
Content
65%
Curated
Content
25%
Syndicated
Content
10%
#ContentSuccessSource: Curata’s 2014 Content Marketing Tactics Planner

47. 47
“Content curation is when an individual (or team) consistently
finds, organizes, annotates and shares the most relevant and
highest quality digital content on a specific topic for their target
market.”
-Curata
Content Curation Defined
Curation 101 Webinar
http://bit.ly/curation101webinar
#ContentSuccess

48. Have you ever…
Published a “best of” post?
Commented on and shared a link on twitter?
Pasted a link to facebook with your
commentary?
48#ContentSuccess

49. Then you’ve curated.
49#ContentSuccess

50. Then you’ve curated.
50
And so have these folks. . .
#ContentSuccess

51. Curation Benefits
51
. . .Thought leadership
. . . Lead generation
. . . Lower content
development costs
#ContentSuccess

52. 52
Curation in Action: Alcatel-Lucent
http://www.itstrategist.net/
#ContentSuccess

53. 53
Curation in Action: 360Chestnut
http://www.360chestnut.com/blog/
#ContentSuccess

54. Content Curation & Fair Use
• Share only a portion of the
original content
• Always attribute sources
• Drive visitors to the original
publication
• Add your own analyst insight
Create, curate, but
never pirate content.
54
For more ethics tips:
http://bit.ly/curataethicsebook
#ContentSuccess

55. #ContentSuccess

56. The Content Marketing Tools
Universe
56
hLp://bit.ly/ContentToolsMap
#ContentSuccess

57. Content Marketing Priorities
in 2014?
• Do invest in content marketing. . . It’s not just a fad
• Build your team (internal and external)
• Develop a content workflow and mix
• Market your marketing!
• Measure, measure, measure
57
Don’t Forget, Content Marketing is an
Extension of Your Nurturing Process
#ContentSuccess

58. 58
Additional Resources
#ContentSuccess
eBook: Look Book
Content Curation
Case Studies
eBook: 5 Steps to
Becoming a Content
Curation Rockstar
…and more online at: www.curata.com/resources
Industry Resource & News:
Content Curation Marketing Site
www.contentcurationmarketing.com
eBook: Content
Marketing Done Right:
Ethical Curation
eBook: Open & Shut
Case for Curation
Guide: Content
Curation Annotation
Methods
Email: marketing@curata.com Twitter: @GetCurata
LinkedIn Group: Content Curators
eBook: Stop Egocentric
Marketing: Content
Marketing Strategy
eBook: 2014 Content
Marketing Tactics
Planner

59. #ContentSuccess
Q&A
//
Panelists
MODERATOR:
Andrew
Gaffney
Editor,
Demand
Gen
Report
Maggie
Jones,
Content
MarkeNng
Specialist,
Marketo
Michael
Gerard,
CMO,
Curata

60. #ContentSuccess
Thanks
for
a?ending
this
webinar!
Download
and
view
this
presentaNon
at:
hLp://dg-­‐r.co/contentsuccessweb