Marketing With Content
Paul Gillin
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ClickSales
The
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Funnel
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Suspects
Qualified Prospects
Hot Prospects
New Clients
Image Credit: Retail Sales Systems, LLC
Flipped…
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Respond &
Iterate
Invite
Engagement
Listen
Go Where the People Are
And Flattened
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Source: Monitor
ClickChanging
The
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Face title
Of Marketing
style
18
billion searches for information each month
200 million
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2.7 billion
per day
billion
times information is shared through
social channels each month
per day
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“Companies that are highly effective communicators
had 47% higher total returns to shareholders over the
last five years compared with firms that are the least
effective communicators.”
Towers Watson 2009/2010 Communication
ROI Study Report
ClickPower
The
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The average Facebook member has 245 friends, who each
receive notifications of their network’s Facebook activities
Click Content
2012
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Marketing
title style
Spending Plans
Decrease
3%
Unsure
9%
Remain the
same
28%
Significantly
increase
11%
Increase
49%
Source: Content Marketing Institute http://bit.ly/2012cmtrends
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Preferred
Content
MasterMarketing
title styleTools
Articles
79%
Social media
74%
Blogs
65%
eNewsletters
63%
Case Studies
58%
Live Events
56%
Videos
52%
White Papers
51%
Webcasts
Microsites
46%
31%
Source: Content Marketing Institute http://bit.ly/2012cmtrends
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Lower
CostMaster
Per Lead
HubSpot 2011 State of Inbound Marketing Study
HubSpot
Gives
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Creating
Community
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“I get more readers on American Express
Open Forum that I do in any media outlet.”
Shel Israel, Author
Naked Conversations and Twitterville
Demonstrate
Authority
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Today, you can take
your message directly
to your constituents
without relying upon
media intermediaries
And why would you
not want to do that?
Clickto
How
toKick-Start
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Content
title style
Marketing
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Click toObjectives
Define
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 What are your big goals?
 What are you planning to achieve?
 Branding
 Thought leadership
 Lead generation
 Engagement Conversions
 Traffic
 Who do you want to reach?
 What’s the best way to reach them?
 What actions do you want to create?
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Develop
Content
Master
Strategy
title style
Content
 Know your audience!!
 It’s not about you; it’s about them
 Align with brand and solutions
 Understand news vs. evergreen
 Determine where content will live
Marketing
 Plan integration with other channels
 Paid, owned, earned
 Content marketing doesn’t compete with
channels; it fuels them
 Publishing frequency
 Keyword strategy: Reach customers at the moments
that most influence decisions
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MasterThat
title Are
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Choose
Keywords
“Just Right”
• Don’t target keywords that are “too hot”
(they multiple meanings or are poor
matches for your site)
• Avoid keywords that are “too cold”—too
few searchers look for them
• Use the language the searcher uses: An
Italian tour operator targets “milano tours”
but Americans say “milan tours”
• Walmart calls them “associates,” but
everyone else calls them “employees.”
• A computer maker thinks “notebook”
sounds classier than “laptop,” but
customers don’t.
• Someone looking for “lodging” seeks
something different than someone
searching for “hotel.”
Source: Mike Moran
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Planning
Essential
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Tool
Wk. 37
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Blog
Topic
Topic
Topic
Topic
Topic
Topic
Newsletter
Topic
Video
Topic
White
Paper
Webcast
Topic
Topic
Podcast
Chat
Press
Release
Topic
Topic
Topic
Topic
Topic
Topic
Topic
Color coding denotes responsible departments/people
Stagger
Activities
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White Paper Promotion Timeline
Task
Home page link
E-mail newsletter
E-mail blast
Blog promotion
Twitter messaging
Jan Feb Mar Apr May Jun Jul
Aug Sep Oct Nov Dec
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Frequency
Counts
Twitter: @pgillin
Source: HubSpot 2011 State of Inbound Marketing Study
Click to Quality
Ensure
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 Content producer recruitment,
management and training
 Editorial and approval process
 Writing guidelines
 SEO standards
 Search rankings are key
 Keyword recommendations
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Click to and
Recruit
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Writers
style
 Experts, enthusiasts, influencers
 Recruitment plan for quality writers and
influencers
 Engagement model: ability to pay for
performance
 Writer tools and dashboard for managing
assignments: for content at scale
 Writer payments and support
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Click toPromote:
Cross
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PAID
 Display Ads
 SEM
 Sponsorships
OWNED
content
 Web Site
 Mobile Site
 Blog
 Twitter Account
EARNED
 WOM
 Buzz
 Viral
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Publish
Everywhere
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250 million
members
130 million
members
850 million
members
2 million
members
60 million monthly
visitors
Click toNetworks
Social
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Have
title
Personalities
style
=
=
=
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Speak
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Audience’s
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Language
style
Who’s primarily responsible for
finding and implementing CRM in
your organization?
This article says IT is often the group charged
with buying and implementing CRM. Is that
the right way to go about it?
Take our poll: Who should “own” CRM?
Sales…Marketing…IT…Customer Care…
How to #fail at #CRM – The most common
mistakes to avoid. http://bit.ly/McJoBs
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It’s Personal
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Bill Hill, Microsoft
VideotoNever
Dies - Cisco
on YouTube
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New
ForMaster
Old PowerPoints
ClickLife
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Even to
Spreadsheets
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Measure,
Learn
Master
and title
Optimize
style
 Measure
 Content performance
 Keyword performance
 Social performance
 Site performance
 Learn
 Reporting
 Weekly meetings
 Optimize
 Immediate
 Over time
Looktofor
Impact
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