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Be a Content Rock Star:Take Your Content Platinum 
Ellen Gomes 
Content Marketing Specialist 
November 21, 2014
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
About Me 
•Content Marketing Specialist at Marketo 
•Fun Fact: I am a cat lady... get ready! 
•I’m hip, I’m cool, I’m on twitter: @egomes1019
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
We’re Doing Content
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
But, Are We Doing It Well?
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
Create Content That Makes An Impact
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
#1: Create a Content Foundation
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
Map Your Buyer Personas & Journeys
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
Developing Personas- Address These: 
•Background 
•Job Details 
•Main Sources of Information 
•Goals 
•Challenges/pain points 
•Preferred content medium 
•Source 
•Quotes 
•Objections 
•Role in purchase process 
•Marketing message
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
Develop Personas
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
Tell Your Persona’s Story 
•Persona’s responsibilities 
•Persona’s typical day/week/quarter 
•Persona’s characteristics 
•Persona’s biggest challenges
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
Define Your Brand Voice
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
Developing Your Brand Voice 
Character/Persona 
Friendly 
Warm 
Inspiring 
Playful 
Authoritative 
Professional 
Tone 
Personal 
Humble 
Clinical 
Honest 
Direct 
Scientific 
Language 
Complex 
Savvy 
Insider 
Serious 
Simple 
Jargon-filled 
Fun 
Whimsical 
Purpose 
Engage 
Educate 
Inform 
Enable 
Entertain 
Delight 
Sell 
Amplify
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
#2: Create The Right Content Mix
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
Guides
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
Ebooks
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
Infographics
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
Blogs
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
#3: Measure What Matters
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
Early Stage Metrics
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
Mid & Late Stage Metrics
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
#4: Tie Your Content to Revenue
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
Revenue & Touch Attribution
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
How Does Your Content Perform?
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
Example: Content Performance in Demand Generation Programs
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Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 
Questions?

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Measuring Your Content Value

  • 1. Be a Content Rock Star:Take Your Content Platinum Ellen Gomes Content Marketing Specialist November 21, 2014
  • 2. Page 2 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 About Me •Content Marketing Specialist at Marketo •Fun Fact: I am a cat lady... get ready! •I’m hip, I’m cool, I’m on twitter: @egomes1019
  • 3. Page 3 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 We’re Doing Content
  • 4. Page 4 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 But, Are We Doing It Well?
  • 5. Page 5 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Create Content That Makes An Impact
  • 6. Page 6 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 #1: Create a Content Foundation
  • 7. Page 7 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Map Your Buyer Personas & Journeys
  • 8. Page 8 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Developing Personas- Address These: •Background •Job Details •Main Sources of Information •Goals •Challenges/pain points •Preferred content medium •Source •Quotes •Objections •Role in purchase process •Marketing message
  • 9. Page 9 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Develop Personas
  • 10. Page 10 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Tell Your Persona’s Story •Persona’s responsibilities •Persona’s typical day/week/quarter •Persona’s characteristics •Persona’s biggest challenges
  • 11. Page 11 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
  • 12. Page 12 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
  • 13. Page 13 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Define Your Brand Voice
  • 14. Page 14 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Developing Your Brand Voice Character/Persona Friendly Warm Inspiring Playful Authoritative Professional Tone Personal Humble Clinical Honest Direct Scientific Language Complex Savvy Insider Serious Simple Jargon-filled Fun Whimsical Purpose Engage Educate Inform Enable Entertain Delight Sell Amplify
  • 15. Page 15 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 #2: Create The Right Content Mix
  • 16. Page 16 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
  • 17. Page 17 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Guides
  • 18. Page 18 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Ebooks
  • 19. Page 19 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Infographics
  • 20. Page 20 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Blogs
  • 21. Page 21 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 #3: Measure What Matters
  • 22. Page 22 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Early Stage Metrics
  • 23. Page 23 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Mid & Late Stage Metrics
  • 24. Page 24 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 #4: Tie Your Content to Revenue
  • 25. Page 25 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Revenue & Touch Attribution
  • 26. Page 26 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 How Does Your Content Perform?
  • 27. Page 27 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Example: Content Performance in Demand Generation Programs
  • 28. Page 28 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Questions?