There is significant synergy between Content Marketing and Marketing Automation. Knowing how to integrate the two functions can really drive discovery and lead generation

1. BRAFTON
PRESENTS:
CONTENT + MARKETING
AUTOMATION = RESULTS
The Synergy Between Content Marketing
and Marketing Automation

2. During This Webinar:
All lines are muted.
Please tweet using
@RevEngineMarket @Brafton
#TripleTouch.
To ask a question at any time,
use the questions tab in your
webinar panel.
Unanswered questions will be
responded to after the webinar.
Webinar recording and slides will
be emailed to you tomorrow.
Q&A will be posted on our blog
next week.

3. Meet Your Presenter
Kyle Gaw
Marketing Manager at Brafton
Kyle@Brafton.com
@Brafton

4. Meet Your Presenter
Jeff Coveney
President, RevEngine Marketing
jcoveney@RevEngineMarketing.com
@RevEngineMarket
(617) 312-8642
linkedin.com/pub/jeff-coveney/
0/552/25

5. About Brafton
The oldest and largest content marketing
company in the country, we specialize in creative
content that is relevant, unique and delivers
results for our clients. There is more than one way
to deliver a message, which is why our services
have evolved to ensure our clients have the best
resources available to them, when they need
them. Some of our areas of expertise include:
Custom Content Creation.
Graphic Design.
Social Media Management.
Video Production.
Paid and Organic Search Strategy.
Website Design and User Experience.
Automated Online Publicaion.
BOSTON, MA CHICAGO, IL SAN FRANCISCO, CA

6. The Brafton Process
Our Service — The Content Influence
1
2
3
4
Develop Your
Strategy
Custom Content
Creation
Automated Online
Publication
Reporting and
Analysis
7 to 9 people perform approximately 40 hours of work over the initial 4 to 6
weeks, developing a competitive strategy & set plan for supporting content.
Full-time Writers, Graphic Designers & Videographers create unique
content that’s true to your brand and interesting to your audience.
Our technical consultants advise on integration best practices that optimize
for UX, SEO & social reach to get the best results.
Strategists measure & report content’s performance against your specific
goals & update your strategy for maximum return.

7. INTEGRATED
CONTENT
MARKETING
Develop Your
Strategy
Custom Content
Creation
Automated Online
Publication
Reporting and
Analysis
The Brafton Process
Our Service — The Content Influence

8. The Content Influence
PROSPECTS
Traffic and Brand Awareness
Thought Leadership and Engagement
Product Promotion
Trust and Credibility
UPSELL,CROSSSELL,REPEAT
CUSTOMERS
Editorial: Blog, Industry News, Roundups
Graphics: In-depth Infographics
Video: Video Blogs, Weekly News Updates
Editorial: Analytical News, White Papers, eBooks
Graphics: In-depth Infographics, Branded Icons
Video: Corporate Promos, How-To’s, Event Coverage
Editorial: Landing Pages, Website Copy
Graphics: In-depth Infographics
Video: Animated and On-Location Product Demo
Editorial: Case Studies
Graphics: Call-To-Action (CTA) Buttons
Video: On-Location and Studio Testimonials

9. Content Writing
Blog/News Articles Website Copy
Case StudieseBooks
Provide answers that will appear when users search &
keep them reading.
Create copy that’s easy to find across the web &
explains why you’re the best at what you do.
Highlight wins with your customers to demonstrate your
value as a business partner.
Put your content behind a download wall to
collect new leads.

10. About RevEngine Marketing
Drive content engagement with
repeatable and measurable marketing.
Fully Managed Email services to
supercharge your content*.
Drive ongoing email success leveraging
Triple Touch Methodology.
Strategy and Execution for white
glove service.

11. Build It and They Will Come
Field of Dreams
More like...

12. Common Content Challenges
1
2
3
4
“We have content but we don’t know if it’s working?”
“Is anyone consuming it?”
“How can we amplify the content so our message is reached?”
“We need more content… but what do we do with it?”

13. You Are Not Alone
60-70%
of B2B content created
goes unused.
30%
of Microsoft’s content
has never been seen.
52%
of B2B marketers list
measuring content ROI
as a top challenge.
-Sirius Decisions -GerryMcGovern.com -Content Marketing Institute/MarketingProfs

14. Today’s Agenda
Best practice steps to maximize
engagement using your marketing
automation system.
Repurpose existing content.
Leverage a Triple Touch
Methodology to boost
engagement possibilities.
Improve customer conversations.
One company saw 12X one day increase
in engagement.

15. Before You Get Started
Inventory Content
“The Art of Repurposing”
Brafton’s eBook on Repurposing
“Boost Your Nurturing
Content With 7 Content
Repurposing Dishes”
RevEngine Resource
Case Studies
Videos
Blogs
Infographics
WP/eBooks
Press
Webinars
Research

16. The Rule of 7
7 INTERACTIONS
People need to have
before they will buy from you.
-http://customer.io
Your content fuels this journey.

17. Triple Touch Methodology
Website
http://
Dedicated Emails
Monthly
Communications Nurture Emails
Hi,
Multi-Touch Approach
Promote your content AT LEAST 3 TIMES to boost engagement.
Platform independent: Eloqua, Marketo, Hubspot, Pardot and more.

18. Triple Touch Methodology
Use Case
Website Dedicated Emails Monthly Infograms Nurture Emails
http:// Hi,
Fusion – Leader in cloud communications
Implemented strategy in Q3. Early results:
Nurturing coming soon.
Phase 1: Two Touch (Web + Infogram)
Phase 2: Triple Touch (Web + Dedicated + Infogram)
Boosted engagement by ~167% including a 12x single day improvement.
Increased engagement by ~83% compared to two touches.

19. #
1: Put Your Website to Work
Develop your content
strategy.
Homepage and/or sidebars.
Promote top content to
fuel interest.
Capture stats to show
success: # of downloads.
Strong CTA.

20. #
2: Fuel Engagement
With Dedicated
Communications
Send target emails
announcing new content.
Drive single CTA to
boost engagement.
CTA
WHEN: When content is ready.

21. #
3: Build Awareness
With Monthly
Communications
Repurpose your prior
month’s content.
Highlights important
blog articles.
Feature new videos.
Merchandise the latest
white paper.
Reduces content creation efforts.

22. #
4: Optimize the Journey
With Evergreen Content C-Level Nurture
Early Stage Content
Mid Stage Content
Late Stage Content
Email 1 Email 2 Email 3
Email 1 Email 2 Email 3
Email 1 Email 2 Email 3
Engage your prospects OVER TIME.
Pick select content and add to
your nurture stream.
Make content more conversational.
Content produces long-term results.
Example: Add “ROI
Analysis Benchmark” to the
late stage nurture stream.

23. BONUS: Integrate Direct Mail for Multi-Touch
Amplify message across channels with automated
physical gifting.
Example:
Multi-Channel
Nurturing
Approach
As easy/automated as sending an email.
Friendly notepad kit promoting white paper.
Ignited Sales bringing in $384K+ in revenue in the
first three months.
Generated a 258% lift in engagement.
EMAIL 1 EMAIL 2 EMAIL 3 DIRECT MAIL EMAIL 4

24. Success Measurements
It doesn’t count unless you measure it.
Varies on your marketing automation platform.
500 47K Emails
2.2K Clicks
370+ MQLs
30 Oppty
8 Won
400
300
200
100
0
Top Tips
WP
Jan Feb March
Best
Practices
in 2017
Top Assets Consumed this Quarter
ROI
Calculator
Influenced 350+
MQLs and 8 won
deals worth $99K+
Note: Long term —
requires defined sales and
marketing processes.
Trends to
Consider
Video
Volume-Based Metrics
Get a pulse on how prospects consume content.
Value-Based Metrics
How is content driving deals?

25. Other Touch Considerations
Don’t let your content sit on the bottom shelf.
Merchandise your content:
Retargeting Ads
Social Promotion Email Signatures Press Releases And More
Direct Mail Paid Advertising
Content
Syndication

26. Summary
Create unique relevant content
that performs.
Adopt a triple touch approach (or
more) to drive engagement.
Put your automation system to
work TODAY.
Measure volume AND impact
on business.
One-time content announcements.
Monthly summary emails.
Evergreen nurture.

27. QUESTIONS?

28. Thank You For Attending!
You will receive an email tomorrow with
a copy of this presentation.
Please complete our short survey.
jcoveney@revenginemarketing.com
kyle@brafton.com