Heroes and Underdogs: How Content Marketing Levels the Playing Field

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BMA Carolinas

Content Marketing presentation from Carla Johnson at BMA Carolinas on Wed. March 13th, 2013.

Educación

Heroes & Underdogs:
How Content Marketing Levels
the Playing Field

Carla Johnson
Principal
t: @CarlaJohnson

Content marketing is like sex in high school:
Everyone says they’re doing it… but few
really do it well.

Source: MarketingProfs

CARLA JOHNSON :: Principal
@CarlaJohnson

CONTENT MARKETING
DOESN’T COMPETE
WITH OTHER MARKETING

John Deere launched
THE FURROW
in 1895.
Today :

1.5M circulation

40 countries

12 languages

91%
OF B2B MARKETERS USE
CONTENT MARKETING

MARKETERS
5% have a content marketing strategy
Use an average of 12 different tactics
Biggest increase from 2011 to 2012:
•  Research Reports
•  Videos
•  Mobile Content
•  Virtual Conferences

TODAY’S
CONVERSATION
Business
Objectives
Context
Measurement

TYING
CONTENT MARKETING TO

BUSINESS
OBJECTIVES

THE CEO/MARKETING
DISCONNECT

73 %
of CEOs think marketers lack
business credibility and aren’t
the growth generators they
should be

69 %
of marketers feel their
strategies do make an
impact on the business,
even if they can’t quantify
or prove it.
Source: The Fornaise Marketing Group

BUSINESS OBJECTIVES
VS ACTIVITY
Objective: Improve customer engagement and upsell

Web Traffic Qualified Leads

30% 90%
Average Engagement

2 min
3RD PARTY
CONVERSIONS

“People will forget
what you said,
people will forget
what you did, but
people will never
forget how you
made them feel.”
- Maya Angelou

PERSONAS
Composite of characteristics of a group of people

Understand their perspective, fears, drivers and
content needs

Types of content:
o  How they access it
o  What messages resonate with them
o  What matters when in the buyer’s cycle

CONTENT
MARKETING
FUNNEL

Source: Managing Content Marketing

5W’S OF CONTENT
WHO are you talking to?

WHEN in their decision-making process?

WHERE/HOW are they connecting with you?

WHAT do they want to know?

WHY do you matter to them?

MEASUREMENT
GUIDELINES
1.  Tie to your business objectives

2.  Know what’s important to measure

3.  Measure what drives the behavior you want

4.  Use metrics to make refinement

5.  Be OK with failure

Carla Johnson, Principal
Type A Communications
(720) 344-0987
carla@goTypeA.com
www.goTypeA.com

Type A Communications
@carlajohnson

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