Content Marketing for Demand Generation ROI: Create, Track, and Optimize Your Content Marketing Strategy
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Learn how to create, promote, and track your content marketing so you can prove ROI to your C suite.
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Content Marketing for Demand Generation ROI: Create, Track, and Optimize Your Content Marketing Strategy
- 1. Session sponsored by #LLCseries Content Marketing for Demand Generation ROI: Create, Track, and Optimize Your Content Strategy
- 2. #LLCseries Questions / ON24 Logistics • Download this white paper. • View our podcast. • Take our assessment • …
- 3. #LLCseries Follow this webinar on Twitter #LLCseries Demand Gen Report: @DG_Report Captora: @Captora Dayna Rothman: @dayroth
- 4. #LLCseries About Demand Gen Report @DG_Report http://linkd.in/DG_Specialists • Launched in 2007 to track best practices in lead generation • Newsletter has grown to more than 26,000 readers • We also offer a menu of research and best practices reports • New audio/video podcasts at DemandGenReport.com
- 5. #LLCseries Panelists Dayna Rothman, Director of Content Marketing, Captora Andrew Gaffney, Publisher, Demand Gen Report
- 6. #LLCseries The Power of Natural Language Processing Identify new campaign and conversion opportunities Repurpose existing content to create new campaigns across channels Continually optimize campaign to maximize conversion [1] Opportunity Analyzer [2] Content-Driven Execution [3] Always-On Optimization Discover, engage and convert new buyers by intelligently and automatically scaling content-driven campaigns across multiple channels What Sets Captora Apart?
- 8. #LLCseries The buying process has changed. No longer is sales the first contact a buyer has with your company.
- 9. #LLCseries And your buyers have changed. They live in a multi- device, multi-channel world.
- 10. #LLCseries The abundance of information is astounding.
- 11. #LLCseries And information abundance = attention scarcity.
- 12. #LLCseries Content is king (and queen).
- 13. #LLCseries You can (and should) use your content to generate leads.
- 14. Scaling Your Content Production Efforts
- 15. #LLCseries Chief Content Officer Managing Editor Content Specialist Outsourced Team
- 16. #LLCseries The turkey dinner analogy for content optimization.
- 18. Content Promotion for Lead Generation.
- 19. #LLCseries Website homepage for optimal placement.
- 21. #LLCseries Always write a blog to promote your content.
- 22. #LLCseries Don’t forget about social media real estate.
- 23. #LLCseries Make your content interactive and dynamic.
- 24. #LLCseries Send an email out to your database and send sponsored emails!
- 25. #LLCseries Create Capture Sites in Captora to help you rank, promote your asset, and convert visitors.
- 26. #LLCseries First page of Google search results.
- 27. #LLCseries Create custom images for social promotion.
- 28. #LLCseries Mix paid with your organic social promotion for optimal lift.
- 30. Content ROI
- 31. #LLCseries
- 33. #LLCseries • Standard ebook 5-10 pages: $4000 • Large ebook 30-60 pages: $6500 • Cheatsheet/onepager: $500 • Slide deck: $7500 • Writing services (monthly): $2500 • Managing editor yearly salary: $60,000 - $100,000 per year • Director of Content/Chief Content Officer yearly salary: $150,000 - $200,000 per year Sample content budget.
- 34. #LLCseries What content are leads downloading?
- 35. #LLCseries Are you getting more known or new names in your database?
- 36. #LLCseries Calculate cost per lead Content Piece Investment Leads $ Per Leads Ebook 1 $4500 200 $23 Slide deck $6500 100 $65 Analyst Report $15,000 700 $21
- 37. #LLCseries Content score can help you benchmark. You Competitors
- 38. #LLCseries Traffic and conversions are key.
- 39. #LLCseries Social sharing to track virility and stickiness.
- 40. #LLCseries Track content performance in programs.
- 41. #LLCseries First touch and multi-touch attribution is key to determine revenue and pipeline generated by content.
- 42. #LLCseries Multi-touch ratio is the golden ratio. Content Investment FT Pipe MT Pipe MT Ratio Ebook 1 $4500 $10,000 $52,000 11.5 Ebook 2 $4500 $5,000 $126,000 28 Slide deck $6500 $12,000 $20,000 3.0 MT Ratio = MT Pipe/Investment *Ratios above 10 are good, above 7 are OK, and less than 5 not good
- 43. #LLCseries Is sales using your content during the sales cycle?
- 44. #LLCseries Closing your content gaps.
- 45. #LLCseries Check out Our Content Marketing Scorecard Go to bit.ly/contentscore
- 46. #LLCseries What do you get? bit.ly/contentscore
- 47. #LLCseries Q&A // Panelists Dayna Rothman, Director of Content Marketing, Captora Andrew Gaffney, Publisher, Demand Gen Report
- 48. #LLCseries Thanks for attending this webinar! Download and view this presentation at: http://dg-r.co/xxx