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7 
Steps 
to 
Becoming 
a 
Performance-­‐Driven 
Content 
Marketer 
#CMWorld 
sept. 
9, 
2014 
presented 
by 
paul 
roetze...
what’s 
holding 
businesses 
back 
from 
achieving 
performance 
poten7al?
100% 
90% 
80% 
70% 
60% 
50% 
40% 
30% 
20% 
10% 
0% 
29% 
36% 
short-term impact proven long-term impact proven 
just 
3...
on 
average, 
marketers 
depend 
on 
data 
for 
just 
11% 
of 
customer-­‐related 
decisions. 
! 
source: 
CEB 
@paulroetz...
B2B 
marketers 
say 
just 
9% 
of 
CEOs 
and 
6% 
of 
CFOs 
use 
markeOng 
data 
to 
help 
set 
corporate 
direcOon. 
sour...
image: 
Xurxo 
Mar[nez 
talent 
gap 
+ 
tech 
gap 
+ 
strategy 
gap 
= 
PERFORMANCE 
gap 
@paulroetzer #CMWorld www.pr2020...
there 
has 
never 
been 
a 
be_er 
Ome 
to be a (content) marketer 
@paulroetzer #CMWorld www.pr2020.com
7 
steps 
(actually 
10) 
to 
drive 
performance 
@paulroetzer #CMWorld www.pr2020.com
1) 
align 
expecta7ons 
and 
poten7al. 
@paulroetzer #CMWorld www.pr2020.com
Define 
FoundaOon 
Projects 
subjecOve 
analysis 
internal 
stakeholders 
10 
secOons 
27 
profile 
fields 
132 
factors 
...
86% generate 
leads 
85% convert 
sales 
46% build 
brand 
51% increase 
loyalty 
brand 
leads 
sales 
loyalty 
Source: 
P...
key performance indicator (KPI) weaknesses at every stage of the marketing 
funnel affect the ability of organizations to ...
misaligned 
expecta7ons? 
Growth 
Goals 
vs 
Marke7ng 
Budgets 
50% 
40% 
38% 32% 
30% 
20% 
10% 
0% 
(>20%) 
Aggressive 
...
Average Scores by Section 
Business 
Cores 
MarkeOng 
Cores 
Audiences 
MarkeOng 
Team 
Strength 
MarkeOng 
Technology 
UO...
2) 
commit 
to 
core 
strength. 
@paulroetzer #CMWorld www.pr2020.com
75% 
of 
marketers 
say 
their 
lack 
of 
skills 
is 
impacOng 
revenue 
in 
some 
way 
! 
source: 
2012 
MarkeOng 
Skills...
of 
companies 
lack 
necessary 
digital 
skills 
in 
key 
areas 
of 
social 
media, 
mobile, 
internal 
social 
networks, ...
capable 
of 
building, 
managing 
and 
execu/ng 
fully 
integrated 
campaigns 
that 
produce 
results 
@paulroetzer #CMWor...
content 
markeOng 
build 
editorial 
strategies. 
develop 
and 
acOvate 
distribu7on 
plans. 
create 
effecOve 
copywri7ng...
data 
analysis 
! 
idenOfy 
top 
KPIs, 
and 
report 
the 
metrics 
that 
ma_er. 
turn 
data 
into 
ac7onable 
intelligence...
how 
do 
we 
find 
the 
unicorns? 
@paulroetzer #CMWorld www.pr2020.com
businesses 
must 
take 
the 
ini7a7ve 
to 
mold 
their 
own 
modern marketers 
@paulroetzer #CMWorld www.pr2020.com
assess 
markeOng 
team 
strengths 
and 
weaknesses 
www.TheMarke7ngScore.com
h`p://bit.ly/performance-­‐pack
6 
classes, 
43 
categories, 
947 
companies
3) 
integrate 
at 
all 
costs. 
@paulroetzer #CMWorld www.pr2020.com
Subscribers, 
fans, 
followers, 
leads, 
and 
customers 
choose 
when 
and 
where 
to 
interact 
with 
your 
brand. 
They ...
the 
new 
marke7ng 
mix 
analyOcs 
automaOon 
coding 
content 
digital 
ads 
email 
mobile 
public 
relaOons 
search 
soci...
4) 
take 
a 
full-­‐funnel 
approach. 
@paulroetzer #CMWorld www.pr2020.com
sample 
KPIs 
website 
traffic 
social 
reach 
subscribers 
lead 
volume 
lead 
quality 
score 
lead-­‐to-­‐sale 
conversi...
h`p://bit.ly/performance-­‐pack
h`p://bit.ly/performance-­‐pack
5) 
balance 
builders 
and 
drivers. 
@paulroetzer #CMWorld www.pr2020.com
blogging 
martech 
stack 
media 
relaOons 
search 
engine 
opOmizaOon 
social 
engagement 
website 
builders 
are 
recurri...
Blogging High Performers vs. All Others by Performance Metrics 
Website traffic 
Inbound links 
Lead volume 
Lead-to-sale ...
lead 
nurturing 
original 
research 
reports 
persona-­‐based 
lead 
gen 
referrals 
retargeOng 
ads 
website 
conversion ...
sample 
monthly 
game 
plan 
40 
points 
60 
points 
drivers 
40% 
builders 
60% 
@paulroetzer #CMWorld www.pr2020.com
6) 
personalize 
the 
customer 
journey. 
@paulroetzer #CMWorld www.pr2020.com
the 
customer 
journey 
is 
personal 
and 
in 
perpetual 
mo7on 
@paulroetzer #CMWorld www.pr2020.com
Source: 
Google 
it 
is 
their 
journey, 
not 
yours 
@paulroetzer #CMWorld www.pr2020.com
the 
customer 
journey 
does 
not 
follow 
a 
linear 
path 
defined 
by 
marketers 
@paulroetzer Source: 
Chiefmartech.com...
90% of 
daily 
media 
interac7ons 
are 
screen 
based 
source: 
Google, 
The 
New 
MulO-­‐Screen 
World 
@paulroetzer www....
B2B 
buyers 
may 
be 
up 
to 
90% 
through 
their 
journey 
before 
contacOng 
a 
vendor. 
! 
source: 
Forrester 
@paulroe...
we 
have 
entered 
the 
age 
Define 
FoundaOon 
Projects 
blog 
posts 
podcasts 
website 
video 
email 
webinars 
mobile 
...
7) 
measure 
everything. 
@paulroetzer #CMWorld www.pr2020.com
data 
> 
intelligence 
> 
acOon 
> 
outcomes 
@paulroetzer #CMWorld www.pr2020.com
76% 
of 
marketers 
believe 
measurement 
is 
important, 
while 
only 
29% 
believe 
they 
are 
doing 
it 
well. 
! 
sourc...
markeOng 
dashboards 
that 
report 
ac7vi7es 
rather 
than 
business 
outcomes 
are 
a 
major 
cause 
of 
the 
disconnect ...
@paulroetzer Source: 
HubSpot www.pr2020.com
Source: 
HubSpot 
keep 
score 
of 
what 
ma_ers 
@paulroetzer www.pr2020.com
h`p://bit.ly/performance-­‐pack 
every 
campaign 
is 
a 
series 
of 
projects 
designed 
to 
achieve 
a 
goal
8) 
embrace 
agility. 
@paulroetzer #CMWorld www.pr2020.com
@paulroetzer #CMWorld www.pr2020.com
always 
be 
activating 
@paulroetzer #CMWorld www.pr2020.com
9) 
be 
remarkable 
and 
different. 
@paulroetzer #CMWorld www.pr2020.com
Define 
FoundaOon 
Projects 
create 
more 
value, 
for 
more 
people, 
more 
oien, 
so 
when 
it’s 
Ome 
to 
choose, 
they...
10) 
move 
your 
markeOng 
forward. 
@paulroetzer #CMWorld www.pr2020.com
“78 
% 
of 
execuOves 
and 
managers 
indicated 
that 
digital 
transformaOon 
will 
be 
criOcal 
to 
their 
organizaOons ...
success 
is 
one 
of 
the 
greatest 
impediments 
to 
progress 
@paulroetzer #CMWorld www.pr2020.com
a 
case 
study 
in 
performance-­‐driven 
content 
markeOng 
@paulroetzer #CMWorld www.pr2020.com
The 
organizaOon 
sought 
to 
infuse 
its 
sales 
pipeline 
with 
new 
leads, 
segment 
and 
priori7ze 
its 
exisOng 
lead...
@paulroetzer www.pr2020.com
go 
beyond 
storytelling 
great 
content 
answers 
quesOons, 
inspires, 
and 
mo7vates 
audiences 
to 
take 
ac7on 
@paulr...
• 
integrated 
strategy 
• 
database 
segmentaOon 
• 
lead-­‐scoring 
system 
• 
survey 
• 
premium 
content 
assets 
• 
l...
• 
1,980+ 
survey 
responses 
• 
2,470+ 
ebook 
downloads 
• 
1,720+ 
new 
contacts 
• 
2,490+ 
web 
store 
leads 
• 
1,17...
1) align 
expecta7ons 
and 
poten7al. 
2) commit 
to 
core 
strength. 
3) integrate 
at 
all 
costs. 
4) take 
a 
full-­‐f...
paul 
roetzer, 
@paulroetzer 
! 
CEO 
| 
PR 
20/20 
author 
| 
The 
Marke8ng 
Performance 
Blueprint 
(Wiley, 
2014) 
& 
T...
7 Steps to Becoming a Performance-Driven Content Marketer
7 Steps to Becoming a Performance-Driven Content Marketer
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7 Steps to Becoming a Performance-Driven Content Marketer

(#CMWorld 14 presentation) We have entered the age of content, context, and the customer experience. Audiences crave knowledge, answers, and entertainment, while marketers strive to provide remarkable brand experiences that capture the hearts and minds of their prospects and customers. Leading brands have become storytellers, but content creation and distribution is not enough. Marketers must go beyond brand storytelling to deliver personalized, highly relevant communications across all channels, and connect their actions to marketing goals including subscribers, reach, website visitors, leads, sales and customer retention.

TAKE-AWAYS:

* Learn how gaps in talent, technology and strategy are impacting content marketers’ ability to maximize ROI.
* Build integrated content marketing campaigns that take a scientific approach to success.
* Discover tools and techniques to connect content marketing activities to bottom-line business results.

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7 Steps to Becoming a Performance-Driven Content Marketer

  1. 1. 7 Steps to Becoming a Performance-­‐Driven Content Marketer #CMWorld sept. 9, 2014 presented by paul roetzer (@paulroetzer) CEO | PR 20/20
  2. 2. what’s holding businesses back from achieving performance poten7al?
  3. 3. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 29% 36% short-term impact proven long-term impact proven just 36% of CMOs have quan7ta7vely proven the short-­‐ term impact of markeOng spend. that figure drops to 29% when demonstraOng long-­‐term impact. source: 2014 CMO Survey @paulroetzer #CMWorld www.pr2020.com
  4. 4. on average, marketers depend on data for just 11% of customer-­‐related decisions. ! source: CEB @paulroetzer #CMWorld www.pr2020.com
  5. 5. B2B marketers say just 9% of CEOs and 6% of CFOs use markeOng data to help set corporate direcOon. source: ITSMA, VisionEdge and Forrester @paulroetzer #CMWorld www.pr2020.com
  6. 6. image: Xurxo Mar[nez talent gap + tech gap + strategy gap = PERFORMANCE gap @paulroetzer #CMWorld www.pr2020.com
  7. 7. there has never been a be_er Ome to be a (content) marketer @paulroetzer #CMWorld www.pr2020.com
  8. 8. 7 steps (actually 10) to drive performance @paulroetzer #CMWorld www.pr2020.com
  9. 9. 1) align expecta7ons and poten7al. @paulroetzer #CMWorld www.pr2020.com
  10. 10. Define FoundaOon Projects subjecOve analysis internal stakeholders 10 secOons 27 profile fields 132 factors 0-­‐5 = liabiliOes 6-­‐7 = neutrals 8-­‐10 = assets www.TheMarke7ngScore.com
  11. 11. 86% generate leads 85% convert sales 46% build brand 51% increase loyalty brand leads sales loyalty Source: PR 20/20’s 2014 Marke8ng Score Report high-­‐priority goals @paulroetzer www.pr2020.com
  12. 12. key performance indicator (KPI) weaknesses at every stage of the marketing funnel affect the ability of organizations to achieve business goals. brand leads sales loyalty n=318 PR 20/20 | 2014 Marketing Score Report
  13. 13. misaligned expecta7ons? Growth Goals vs Marke7ng Budgets 50% 40% 38% 32% 30% 20% 10% 0% (>20%) Aggressive Aggressive Moderately (15-­‐20%) (10-­‐15%) Moderate Conserva7ve Moderately (5-­‐10%) (<5%) Conserva7ve 5% 8% 14% 19% 21% 12% 12% 6% Growth Goals Budgets Source: PR 20/20’s Marke8ng Score Report
  14. 14. Average Scores by Section Business Cores MarkeOng Cores Audiences MarkeOng Team Strength MarkeOng Technology UOlizaOon MarkeOng Performance Social Media MarkeOng Lead Sources Public RelaOons Content MarkeOng 32% 29% 25% 50% 47% 44% 41% 39% 56% 63% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: PR 20/20’s 2014 Marketing Score Report Business Cores (63%) and Marke7ng Cores (56%) are the highest rated secOons. Lead Sources (32%), Public RelaOons (29%), and Content MarkeOng (25%) are the lowest. n=318 @paulroetzer #CMWorld www.pr2020.com
  15. 15. 2) commit to core strength. @paulroetzer #CMWorld www.pr2020.com
  16. 16. 75% of marketers say their lack of skills is impacOng revenue in some way ! source: 2012 MarkeOng Skills Gap Report @paulroetzer #CMWorld www.pr2020.com
  17. 17. of companies lack necessary digital skills in key areas of social media, mobile, internal social networks, process automaOon, and performance monitoring and analysis. ! source: Capgemini ConsulOng 90% @paulroetzer #CMWorld www.pr2020.com
  18. 18. capable of building, managing and execu/ng fully integrated campaigns that produce results @paulroetzer #CMWorld www.pr2020.com
  19. 19. content markeOng build editorial strategies. develop and acOvate distribu7on plans. create effecOve copywri7ng that is buyer-­‐persona focused, opOmized, technically sound and results driven. tell your brand story. integrate content into social, search, PR, lead nurturing and customer loyalty strategies. @paulroetzer #CMWorld www.pr2020.com
  20. 20. data analysis ! idenOfy top KPIs, and report the metrics that ma_er. turn data into ac7onable intelligence. uncover anomalies, trends and opportuni7es. adjust strategies based on data, in real-­‐Ome. Oe acOviOes to performance and bo_om-­‐line results. @paulroetzer #CMWorld www.pr2020.com
  21. 21. how do we find the unicorns? @paulroetzer #CMWorld www.pr2020.com
  22. 22. businesses must take the ini7a7ve to mold their own modern marketers @paulroetzer #CMWorld www.pr2020.com
  23. 23. assess markeOng team strengths and weaknesses www.TheMarke7ngScore.com
  24. 24. h`p://bit.ly/performance-­‐pack
  25. 25. 6 classes, 43 categories, 947 companies
  26. 26. 3) integrate at all costs. @paulroetzer #CMWorld www.pr2020.com
  27. 27. Subscribers, fans, followers, leads, and customers choose when and where to interact with your brand. They do not differen7ate between markeOng departments and channels. @paulroetzer #CMWorld www.pr2020.com
  28. 28. the new marke7ng mix analyOcs automaOon coding content digital ads email mobile public relaOons search social tech source: Altimeter’s The Converged Media Imperative web @paulroetzer #CMWorld www.pr2020.com
  29. 29. 4) take a full-­‐funnel approach. @paulroetzer #CMWorld www.pr2020.com
  30. 30. sample KPIs website traffic social reach subscribers lead volume lead quality score lead-­‐to-­‐sale conversion rates cost of customer acquisi7on (COCA) customer life7me value (CLV) customer reten7on rates recurring revenue brand leads sales loyalty @paulroetzer #CMWorld www.pr2020.com
  31. 31. h`p://bit.ly/performance-­‐pack
  32. 32. h`p://bit.ly/performance-­‐pack
  33. 33. 5) balance builders and drivers. @paulroetzer #CMWorld www.pr2020.com
  34. 34. blogging martech stack media relaOons search engine opOmizaOon social engagement website builders are recurring campaigns designed to create and expand assets @paulroetzer #CMWorld www.pr2020.com
  35. 35. Blogging High Performers vs. All Others by Performance Metrics Website traffic Inbound links Lead volume Lead-to-sale conversion rates Lead quality scores Cost of customer acquistion (COCA) 3.2 3.3 3.2 2.6 3.5 4.1 4.6 5.4 5.3 5.9 5.7 7.0 0 1 2 3 4 5 6 7 8 9 10 Blogging high performers (n=74) All others (n=244) 1.7x 1.8x 1.7x 1.5x 2.0x 1.4x blogging high performers (8-­‐10) dominate all others in a number of criOcal marke7ng performance metrics. @paulroetzer www.pr2020.com PR 20/20 | 2014 Marketing Score Report
  36. 36. lead nurturing original research reports persona-­‐based lead gen referrals retargeOng ads website conversion opOmizaOon image: Pedro Moura Pinheiro drivers are campaigns designed to capitalize on exisOng assets to accelerate success @paulroetzer www.pr2020.com
  37. 37. sample monthly game plan 40 points 60 points drivers 40% builders 60% @paulroetzer #CMWorld www.pr2020.com
  38. 38. 6) personalize the customer journey. @paulroetzer #CMWorld www.pr2020.com
  39. 39. the customer journey is personal and in perpetual mo7on @paulroetzer #CMWorld www.pr2020.com
  40. 40. Source: Google it is their journey, not yours @paulroetzer #CMWorld www.pr2020.com
  41. 41. the customer journey does not follow a linear path defined by marketers @paulroetzer Source: Chiefmartech.com www.pr2020.com
  42. 42. 90% of daily media interac7ons are screen based source: Google, The New MulO-­‐Screen World @paulroetzer www.pr2020.com
  43. 43. B2B buyers may be up to 90% through their journey before contacOng a vendor. ! source: Forrester @paulroetzer image: Jayneandd www.pr2020.com
  44. 44. we have entered the age Define FoundaOon Projects blog posts podcasts website video email webinars mobile apps tailored markeOng through a deep understanding of buyer persona needs + the ability to deliver personalized messages Image: HubSpot content, context and the customer experience @paulroetzer #CMWorld www.pr2020.com
  45. 45. 7) measure everything. @paulroetzer #CMWorld www.pr2020.com
  46. 46. data > intelligence > acOon > outcomes @paulroetzer #CMWorld www.pr2020.com
  47. 47. 76% of marketers believe measurement is important, while only 29% believe they are doing it well. ! source: Adobe @paulroetzer #CMWorld www.pr2020.com
  48. 48. markeOng dashboards that report ac7vi7es rather than business outcomes are a major cause of the disconnect between marketers and the C-­‐suite. ! source: ITSMA, VisionEdge and Forrester @paulroetzer #CMWorld www.pr2020.com
  49. 49. @paulroetzer Source: HubSpot www.pr2020.com
  50. 50. Source: HubSpot keep score of what ma_ers @paulroetzer www.pr2020.com
  51. 51. h`p://bit.ly/performance-­‐pack every campaign is a series of projects designed to achieve a goal
  52. 52. 8) embrace agility. @paulroetzer #CMWorld www.pr2020.com
  53. 53. @paulroetzer #CMWorld www.pr2020.com
  54. 54. always be activating @paulroetzer #CMWorld www.pr2020.com
  55. 55. 9) be remarkable and different. @paulroetzer #CMWorld www.pr2020.com
  56. 56. Define FoundaOon Projects create more value, for more people, more oien, so when it’s Ome to choose, they choose you new marketing imperative
  57. 57. 10) move your markeOng forward. @paulroetzer #CMWorld www.pr2020.com
  58. 58. “78 % of execuOves and managers indicated that digital transformaOon will be criOcal to their organizaOons within the next two years, yet 63% felt the pace of change in their organiza7ons was too slow. The most frequently cited obstacle was “lack of urgency.” —MIT Sloan Management Review and Capgemini ConsulOng @paulroetzer #CMWorld www.pr2020.com
  59. 59. success is one of the greatest impediments to progress @paulroetzer #CMWorld www.pr2020.com
  60. 60. a case study in performance-­‐driven content markeOng @paulroetzer #CMWorld www.pr2020.com
  61. 61. The organizaOon sought to infuse its sales pipeline with new leads, segment and priori7ze its exisOng lead database of 10,000+ contacts, drive short-­‐term sales conversions through its web store, and idenOfy larger-­‐scale enterprise sales opportuni7es. @paulroetzer #CMWorld www.pr2020.com
  62. 62. @paulroetzer www.pr2020.com
  63. 63. go beyond storytelling great content answers quesOons, inspires, and mo7vates audiences to take ac7on @paulroetzer #CMWorld www.pr2020.com
  64. 64. • integrated strategy • database segmentaOon • lead-­‐scoring system • survey • premium content assets • landing page • smart lead forms • a/b tesOng (email and landing page) • social sharing • email workflows • sales integraOon • website CTAs • media pitches • analyOcs @paulroetzer www.pr2020.com
  65. 65. • 1,980+ survey responses • 2,470+ ebook downloads • 1,720+ new contacts • 2,490+ web store leads • 1,170+ enterprise sale opportuni7es @paulroetzer #CMWorld www.pr2020.com
  66. 66. 1) align expecta7ons and poten7al. 2) commit to core strength. 3) integrate at all costs. 4) take a full-­‐funnel approach. 5) balance builders and drivers. 6) personalize the customer journey. 7) measure everything. 8) embrace agility. 9) be remarkable and different. 10)move your markeOng forward.
  67. 67. paul roetzer, @paulroetzer ! CEO | PR 20/20 author | The Marke8ng Performance Blueprint (Wiley, 2014) & The Marke8ng Agency Blueprint (Wiley, 2012) creator | MarkeOng Score & MarkeOng Agency Insider www.pr2020.com

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