Originally presented at the Online Marketing Institute B2B Digital Strategy Summit (January 2013)
Blogs, infographics, personas, white papers, key opinion leaders, influencers, Facebook Likes, podcasts, editorial calendars, Twitter. The list goes on and on. Getting a content marketing strategy off the ground is no easy task. Being successful is even harder. Hear how Monetate uses a simplified channel strategy to help drive sales, engagement, retention, leads and positive customer behavior.
In this session, you will:
• Learn how to leverage paid media and public relations to increase qualified sales opportunities
• Discover how to drive more website page views, unique visitors and traffic from social networks
• Get an inside view of how an innovative company has quickly built a content marketing program that drives results
Channel Strategies To Avoid Getting Lost With Your Content Marketing Program
1. channel strategies to
avoid getting
Lost with your content
marketing program
Rob Yoegel, Content Marketing Director
robyoegel@monetate.com • @robyoegel
Sunday, December 2, 12
2. the mission - to put an end
interruptive
advertising
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3. create
authentic
valuable
content that helps people
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4. what can you do
to be more
relevant? helpful, utility, authentic, recognized leader
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14. News/Media/PR
Email
SEO Research/White Papers
Blogs + Blogging
Infograhics
Comment Marketing
Social Networks
Online Video
Content Distribution Webinars
Forums
Document Sharing
Social Bookmarking
Word of Mouth
Direct/Referring Links
Podcasting
Q+A Sites
Type-In Traffic
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15. converged media
Altimeter: The Converged Media Imperative
Rebecca Lieb
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16. paid
owned
+ earned
converged media
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17. paid
media buys - banner ads, PPC, sponsorships
owned
earned
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18. paid
media buys - banner ads, PPC, sponsorships
owned
content assets - sites, blogs, ebooks, videos, social
earned
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19. paid
media buys - banner ads, PPC, sponsorships
owned
content assets - sites, blogs, ebooks, videos, social
earned
media mentions, user-generated, tweets, shares
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21. paid
Trade publishers have become
media partners.
2012
Co-produced 5 out of 13 webinars
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22. paid
2012 Webinar Numbers:
Averaged 600 registrants per webinar
44% attended
*Monitor all leads by source and asset type putting
registrants into Qualified (Opportunity), Nurture (Lead),
Unqualified Tracks.
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23. paid
2012 Webinar Numbers:
Leads
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24. paid
PAID PLACEMENTS
For the other 8 self-produced
webinars, worked with media partners
to promote.
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26. paid
Key Takeaways:
• Media buying experience on your team.
• Editorial experience developing content and
producing webinars.
• Measure, measure, measure.
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28. owned
• Social networks are primary distribution
channel for content (digital subscribers)
• Visitors who know and trust our brand and
evangelize (share) content
- (versus search, which is more top-of-funnel/
discovery, but equally important)
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29. owned
Track goal conversions
(content downloads,
webinar registrations)
sourced and “assisted”
from social.
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30. owned
Dont make an excuse not to use a social channel
Twitter, LinkedIn, Facebook, Pinterest,
YouTube, SlideShare
• All content is published based on a social media
channel plan that includes content marketing
director, corporate communications director and part-
time social media contractor.
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31. owned
Dont make an excuse not to use a social channel
Twitter, LinkedIn, Facebook, Pinterest,
YouTube, SlideShare
• Ultimate goal is to make each content creator social
ambassadors for their own content.
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32. owned
One year results...
133% 108%
WEBSITE VISITS PAGE VIEWS
142% 133%
UNIQUE VISITORS SOCIAL REFERRALS
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33. owned
Where is your traffic coming from?
• Become a recognized authority
• Social is a big part of increase
Ref. Sites
22% Search Engines Ref. Sites
Search Engines 25% 31%
38%
Direct Traffic Direct Traffic
41% 44%
2011 2012
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34. owned
2013 Goal: Drive more traffic from
Social than Search
Social
Search 19%
22%
Other
59%
Last Month
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35. owned
Key Takeaways:
• Everyone is a publisher. Tools like WordPress are
today’s printing press
• Leads, Opportunities, Customers (Suspects and
Prospects), but don’t forget your subscribers. Your
buyer personas who have pain points your content
should address.
• Don’t make an excuse not to use a channel. Social
subscribers/leads convert and help build influence
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37. earned
Case Study #1: Pinterest infographic
(January 2012)
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38. earned
Results: 15K + Shares on Mashable!!
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39. earned
Results: Over 100% increase in
website unique visitors and pageviews
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40. earned
Bonus: Also resulted in social media author, speaker
Jay Baer (CMW keynoter for 2013) guest
post on Monetate.com
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41. earned
Case Study #2: Ecommerce Quarterly Report
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42. earned
The EQ is the result of analyzing over 100 million
online shopping sessions. Now in its third release, the
EQ has already been referenced in
CNBC, Forbes, TechCrunch and Mashable.
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52. paid
owned
+ earned
converged media
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53. For even more, check out our
Expert Optimization Resources
Valuable case studies, eBooks, white papers,
webinars, and infographics
monetate.com/resources
follow @monetate on
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54. Resources App
WHITE PAPERS | VIDEOS | CASE STUDIES |
INFO GRAPHICS | EBOOKS | RESEARCH |
CUSTOMER STORIES
5 out of 5 star reviews
“ This is a fantastic guide to website optimization, site
agility, and the best practices from Monetate’s largest
clients. Great to have in my back pocket. Thanks! ”
Sunday, December 2, 12
55. THANK YOU
robyoegel@monetate.com
Rob Yoegel
Content Marketing Director
@robyoegel
Sunday, December 2, 12