A talk about getting more creative in your content marketing.

1. @Jay_zo | #CMWorld
Jay Acunzo | @Jay_zo
(or, Let’s Stop Polluting The Internet Because Think of the Children)
Beyond The Ebook:
With Our B2B Content
Getting More

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3. @Jay_zo | #CMWorld
How Much They Are My Mom
How Awesome
They Are

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5. @Jay_zo | #CMWorld

6. @Jay_zo | #CMWorld
Agenda
1 The Story of Diminishing ROI
2 A Framework & Process
3 B2B Examples
4 Distribution Playbook to Drive ROI

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About Me Jay Acunzo

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Agenda
1 The Story of Diminishing ROI
2 A Framework & Process
3 B2B Examples
4 Distribution Playbook to Drive ROI

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HUBSPOT, I
THE LEADS
SHRUNK

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Aw nuts…

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Noisy Niche HubSpot Ebooks’ Diminishing Returns
“Inbound Marketing”
“Free Marketing Ebook”

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It’s the
stupid.
,creative

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Content NPS How likely are you to recommend this?

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Content NPS How likely are you to recommend this?
33

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Stock Photos Experimental Content Offer

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B2B Golden Rule

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Save Your Audience
and/or

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Content NPS After Adopting the Golden Rule
52

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1. Social Media
2. eNewsletters
3. Case Studies
4. Blogs
5. White Papers

22. @Jay_zo | #CMWorld

23. @Jay_zo | #CMWorld
Agenda
1 The Story of Diminishing ROI
2 A Framework & Process
3 B2B Examples
4 Distribution Playbook to Drive ROI

24. @Jay_zo | #CMWorld
Ev Williams
Twitter, Medium, Blogger
@Ev
Add
Text,
an
Image,
or
Both
“Take a human desire, preferably one
that has been around for a really long
time … identify that desire and use
modern technology to take out steps.”

25. @Jay_zo | #CMWorld
Ev Williams
Twitter, Medium, Blogger
@Ev
Add
Text,
an
Image,
or
Both
“Take a human desire, preferably one
that has been around for a really long
time … identify that desire and use
creative content to take out steps.”

26. @Jay_zo | #CMWorld
Add
Text,
an
Image,
or
Both
B2B Content Marketing
is just solving the
s a m e p r o b l e m
your product solves.

27. @Jay_zo | #CMWorld
Example You Sell Analytics Software
1 3 52 4
Find
Data
Create
Charts
Design
Deck
Schedule
Meeting
Pitch
Boss

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1 3 52 4EBOOK
“How to Pitch Your Boss
Using Data”
Example You Sell Analytics Software

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1 3 52 4
Example You Sell Analytics Software

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2 41 3
Deck of
Relevant
Data
Example You Sell Analytics Software

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1 32
Reporting
Template
Spreadsheet
Example You Sell Analytics Software

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21
Best-Practice
Presentation
Deck
Example You Sell Analytics Software

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21
Example You Sell Analytics Software

34. @Jay_zo | #CMWorld
Solving the Buyer’s ProblemUsefulness
Thought
Leadership
Educational
Content
Templates
& Other
Utilities
Your
Product/
Service
On
Their
Own
“Oh, by
the way”

35. @Jay_zo | #CMWorld
Example You Sell Analytics Software

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Agenda
1 The Story of Diminishing ROI
2 A Framework & Process
3 B2B Examples
4 Distribution Playbook to Drive ROI

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Assets

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Workbooks

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Erik Devaney
HubSpot
@BardOfBoston
Add
Text,
an
Image,
or
Both
“Interactive content can help move people
along the buyer’s journey, as it gives them a
chance to get ‘hands on’ with your company
(without having to pay you anything first).”

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Video +
Email Overlay

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Video +
Email Overlay

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Add
Text,
an
Image,
or
Both
• 10K views/video (launch)
• 4K views/video (longtail)
• 200+ leads/week
• 85K customers
Wistia.com/Learning

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Add
Text,
an
Image,
or
Both
“Instead of trying to market and sell a
product, we’re trying to market and sell a
mission: Help people do more with video.”
Chris Savage
Wistia
@csavage

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Interactive Tools

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Add
Text,
an
Image,
or
Both
• #1 most-viewed page
• #2 on Google SERP
• 1000+ leads
• Powerful lead nurturing
ImpactBnD.com/BlogAbout

46. @Jay_zo | #CMWorld
Add
Text,
an
Image,
or
Both
“I trusted that if the experience was great,
we’d get a lot of forms filled voluntary, not
by gating. And we did. And I’ve been able to
build real relationships with these people.”
John Bonini
IMPACT
@Bonini84

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Content
Communities

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Add
Text,
an
Image,
or
Both
• 30K registered users
• 80K visits/month
• 250 job applicants/week
Inbound.org

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Sam Mallikarjunan
HubSpot Labs
@Mallikarjunan
Add
Text,
an
Image,
or
Both
“By helping them hire better, we're creating
stickier customers because they do more
(and better) inbound marketing.”

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Templates

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Templates

52. @Jay_zo | #CMWorld
Add
Text,
an
Image,
or
Both
• 10K views (prev. avg. of 273)
• 1100+ downloads (first week)
• SlideShare homepage + PR
• 55% subscriber growth
ViewFromSeed.com

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Data 1-Sheeters
11%
$326x

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Add
Text,
an
Image,
or
Both
• 1000+ leads (first week)
• 2200+ leads (first month)
• 75% visit-to-lead conversion
InsightSquared.com/Resources

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Unsolicited from
Buyer Prospect
@InsightSquared
Add
Text,
an
Image,
or
Both
“I personally think the presentation is spot
on: a single page with just the necessary
data is exactly what busy business people
need. It’s clear and to the point and
certainly useful.”

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Project “X-Rays”

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Agenda
1 The Story of Diminishing ROI
2 A Framework & Process
3 B2B Examples
4 Distribution Playbook to Drive ROI

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Content
Offer
Blog &
Atomize
Paid
Third
Parties Social
Email
Audience

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• Sharing
• Twitter chat
• Influencer mentions
• 18 Stats on Social
• Tips & News
• Cheat Sheet
• Infographic
• (many more)
Twitter Workbook
• 1 email per piece
• Nurturing track
• SlideShare
• Social Media Today
• Jay Baer & Jeff Hoffman
• Outbrain

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This seems
like work...

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The chef in
charge is still

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have not
replaced
does not
replace

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For Content MarketingMy Hope

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Jay Acunzo | @Jay_zo
SorryForMarketing.com
ViewFromSeed.com