Content Marketing For Demand Generation ROI
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Demand Gen Report's Lead LifeCycle Series session presented by Captora #LLCSeries
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Content Marketing For Demand Generation ROI
- 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 Twi>er #LLCseries Demand Gen Report: @DG_Report Captora: @Captora Dayna Rothman: @dayroth
- 4. #LLCseries Lead LifeCycle Series Prize Box! Register, a>end and tweet the Lead LifeCycle Series sessions using the #LLCseries hashtag to be entered into the Prize Box giveaway! The more sessions you a>end and tweet, the higher the chance at winning one of these awesome prizes! See the full contest details and rules at: h>p://www3.demandgenreport.com/lls14/contest-‐rules.html
- 5. #LLCseries About Demand Gen Report! @DG_Report http://linkd.in/DG_Specialists • Launched in 2007 to track best pracQces in lead generaQon • Newsle>er has grown to more than 28,000 readers • We also offer a menu of research and best pracQces reports • New audio/video podcasts at DemandGenReport.com
- 6. #LLCseries Panelists! Dayna Rothman, Director of Content MarkeQng, Captora Kim Zimmermann, Managing Editor, Demand Gen Report
- 7. #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? ! !
- 9. #LLCseries The buying process has changed. No longer is sales the first contact a buyer has with your company.
- 10. #LLCseries And your buyers have changed. They live in a mulK-‐ device, mulK-‐channel world.
- 11. #LLCseries The abundance of informaKon is astounding.
- 12. #LLCseries And informaQon abundance = a>enQon scarcity.
- 13. #LLCseries Content is king (and queen).
- 14. #LLCseries You can (and should) use your content to generate leads.
- 15. Scaling Your Content ProducQon Efforts
- 16. #LLCseries Chief Content Officer Managing Editor Content Specialist Outsourced Team
- 17. #LLCseries The turkey dinner analogy for content opKmizaKon.
- 19. Content PromoQon for Lead GeneraQon.
- 20. #LLCseries Website homepage for opKmal placement.
- 21. #LLCseries Content Resources Center for content merchandising.
- 22. #LLCseries Always write a blog to promote your content.
- 23. #LLCseries Don’t forget about social media real estate.
- 24. #LLCseries Make your content interacKve and dynamic.
- 25. #LLCseries Send an email out to your database and send sponsored emails!
- 26. #LLCseries Create Capture Sites in Captora to help you rank, promote your asset, and convert visitors.
- 27. #LLCseries First page of Google search results.
- 28. #LLCseries Create custom images for social promoKon.
- 29. #LLCseries Mix paid with your organic social promoKon for opKmal li.
- 30. #LLCseries all your leads.
- 31. Content ROI
- 32. #LLCseries
- 33. #LLCseries Define your goals. !
- 34. #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.
- 35. #LLCseries What content are leads downloading?!
- 36. #LLCseries Are you getting more known or new names in your database?!
- 37. #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
- 38. #LLCseries Content score can help you benchmark. ! You CompeQtors
- 39. #LLCseries Traffic and conversions are key. !
- 40. #LLCseries Social sharing to track virility and stickiness. !
- 41. #LLCseries Track content performance in programs. !
- 42. #LLCseries First touch and multi-touch attribution is key to determine revenue and pipeline generated by content. !
- 43. #LLCseries Multi-touch ratio is the golden ratio. ! Content Investment FT Pipe MT Pipe MT RaKo 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 RaQo = MT Pipe/Investment *RaQos above 10 are good, above 7 are OK, and less than 5 not good
- 44. #LLCseries Is sales using your content during the sales cycle?!
- 45. #LLCseries Closing your content gaps. !
- 46. #LLCseries Check out Our Content Marketing Scorecard! Go to bit.ly/contentscore!
- 47. #LLCseries What do you get?! bit.ly/contentscore! !
- 48. #LLCseries Q & A // Panelists! Dayna Rothman, Director of Content MarkeQng, Captora Kim Zimmermann, Managing Editor, Demand Gen Report
- 49. #LLCseries Lead LifeCycle Series Prize Box! Register, a>end and tweet the Lead LifeCycle Series sessions using the #LLCseries hashtag to be entered into the Prize Box giveaway! The more sessions you a>end and tweet, the higher the chance at winning one of these awesome prizes! See the full contest details and rules at: h>p://www3.demandgenreport.com/lls14/contest-‐rules.html
- 50. #LLCseries Thanks for attending this session!! Make sure to a>end the next session in the Lead LifeCycle Series: h>p://dg-‐r.co/lls14