Content is the king (and queen) of all your marketing efforts. And although this is common knowledge, many companies still struggle with creating an end-to-end content strategy that not only breaks through the noise, but creates pipeline and brand awareness while beating your business goals showing real ROI. Join Dayna Rothman, Director of Content Marketing at Captora and Author of Lead Generation for Dummies and learn everything you every wanted to know about content marketing. You will learn how to: - Create a content marketing strategy that fuels growth - Staff your team for content greatness - Create an ebook from start to finish (and discuss other offers that move the needle) - Promote your content through email, social, ads, and search - Measure your content and prove ROI - Promote your content through email, social, ads, and search - Measure your content and prove ROI

1. Track: Industry Trendsetters
#CNX14
#CNX14
Content Marketing Boot Camp: Your
Guide to Content Strategy, Creation,
Promotion, and Measurement
Dayna Rothman, Director of Content Marketing, Captora
& Author of Lead Generation for Dummies
@dayroth

2. Track: Industry Trendsetters
#CNX14

3. Track: Industry Trendsetters
#CNX14
There are 27,000,000 pieces of
content shared each day
(Nielson)

4. Track: Industry Trendsetters
#CNX14
But the average attention span
has dropped from 12 seconds in
2008 to 8 seconds
(Statistic Brain)

5. Track: Industry Trendsetters
#CNX14
…the average attention span of
a goldfish is 9 seconds
(Statistic Brain)

6. Track: Industry Trendsetters
#CNX14
…so you have to get heard
through the noise.

7. Track: Industry Trendsetters
#CNX14
Goals – Presentation Overview
1 2 3
Create a content
strategy that fuels
growth
Promote your
content to generate
leads and awareness
Measure your
content and prove
ROI

8. Track: Industry Trendsetters
#CNX14
Today’s Shifting Buyers.

9. Track: Industry Trendsetters
Content is king. #CNX14
And queen

10. Track: Industry Trendsetters
#CNX14
The buying
process has
changed. No
longer is sales
the first contact a
buyer has with
your company.

11. Track: Industry Trendsetters
#CNX14
And your buyers have changed. They live in a multi-device, multi-channel world.

12. Track: Industry Trendsetters
#CNX14 The abundance
of information is
astounding.

13. Track: Industry Trendsetters
#CNX14
And
information
abundance =
attention
scarcity

14. Track: Industry Trendsetters
#CNX14

15. Track: Industry Trendsetters
#CNX14
Content Strategy.

16. Content Track: Arcs Industry and Trendsetters
Themes
#CNX14 • Business Priorities
• Industry Trends
• Product/Service Launches
• Market Penetration
• Buyer Searches
• Competitor Content
• SEO Priorities

17. Track: Industry Trendsetters
THOUGHT #CNX14
LEADERSHIP
Instead of
Promotion.

18. Track: Industry Trendsetters
#CNX14
Buyer personas help create a story.

19. Track: Industry Trendsetters
#CNX14
And their
journey sets the
tone.

20. Track: Industry Trendsetters
#CNX14
Map your content to
your sales funnel.

21. Track: Industry Trendsetters
Decide if you want #CNX14
to gate your
content.

22. Track: Industry Trendsetters
#CNX14
Benchmark content
against your
competitors so you
know where you have
gaps.
PLACEHOLDER SCREEN

23. Track: Industry Trendsetters
#CNX14
Content Production.

24. Track: Industry Trendsetters
#CNX14
Chief Content
Officer
Director of
Content
Content
Specialist
Outsourced Team

25. Track: Industry Trendsetters
#CNX14
The turkey dinner analogy for content optimization.

26. Track: Industry Trendsetters
#CNX14

27. Track: Industry Trendsetters
#CNX14

28. Track: Industry Trendsetters
#CNX14

29. Track: Industry Trendsetters
#CNX14

30. Track: Industry Trendsetters
#CNX14

31. Track: Industry Trendsetters
#CNX14

32. Track: Industry Trendsetters
#CNX14
Content Promotion.

33. Track: Industry Trendsetters
#CNX14
Use your homepage real
estate.
Content resources center
for engagement.

34. Track: Industry Trendsetters
#CNX14
Always write
a blog to
promote
your content.

35. Track: Industry Trendsetters
#CNX14
Use social media real
estate wisely.

36. Track: Industry Trendsetters
#CNX14
Send an email out to
your database and
consider sponsored
emails!

37. Track: Industry Trendsetters
#CNX14
Create Capture Sites in
Captora to help you
rank, promote your
asset, and convert
visitors.

38. Track: Industry Trendsetters
#CNX14
Mix paid with your organic social
promotion for optimal lift

39. Track: Industry Trendsetters
#CNX14
all your leads.

40. Track: Industry Trendsetters
#CNX14
Lead scoring for sales readiness.
Implicit Scoring Explicit Scoring
Content download +2 Executive Title +10
Email open/click +2 High Tech Industry +5
Product page website visit +4 Appropriate Budget +10
Viewed demo video +10 Outside of US - 10
Filled out a Contact Us +10 Company less than 50 people – 10
Visited jobs page -10 Marketing function +10

41. Track: Industry Trendsetters
#CNX14
Content ROI.

42. Track: Industry Trendsetters
#CNX14

43. Track: Industry Trendsetters
#CNX14
Sample Content Budget
• Standard ebook 5-10 pages: $4000
• Large ebook 30-60 pages: $6500
• Cheatsheet/onepager: $500
• Infographic with outreach: $4000
• Slide deck: $7500
• Blog post: $75
• Writing services (monthly): $2500

44. Track: Industry Trendsetters
#CNX14

45. Track: Industry Trendsetters
#CNX14

46. Track: Industry Trendsetters
#CNX14
Know what
content leads are
downloading.
PLACEHOLDER SCREEN

47. Track: Industry Trendsetters
#CNX14
And make sure
you track if they
are known or
new names.

48. Track: Industry Trendsetters
#CNX14
Measure cost per lead.
Content Piece Investment Leads $ Per Leads
Ebook 1 $4500 200 $23
Slide deck $6500 100 $65
Analyst
$15,000 700 $21
Report

49. Track: Industry Trendsetters
#CNX14
Competitive benchmarking and scoring.

50. Track: Industry Trendsetters
#CNX14
Analyze traffic growth and track
and referrals.

51. Track: Industry Trendsetters
#CNX14

52. Track: Industry Trendsetters
#CNX14

53. Track: Industry Trendsetters
#CNX14
First touch and multi touch attribution is key.

54. Track: Industry Trendsetters
#CNX14
Track multi touch ratio.
Content Investment FT Pipe MT Pipe MT Ratio
Ebook 1 $4500 $10,000 $52,000 11.5
Ebook 2 $4500 $5,000 $126,000 28
Slide deck $6500 $12,000 $20,000 3.0
MT Ratio = MT Pipe/Investment
* Ratios above 10 are good, above 7 are OK, and less than 5 not good.

55. Track: Industry Trendsetters
#CNX14

56. Track: Industry Trendsetters
#CNX14
Analyze your
content gaps.

57. Track: Industry Trendsetters
#CNX14
Your buyers have
changed. You need
to create a content
strategy that fuels
growth and acquires
new customers.
Multi-channel
promotion for content
attracts buyers and
generates
awareness.
Measure your
content to prove ROI
and optimize content
creation.
Recap Slide
1 2 3

58. Track: Industry Trendsetters
#CNX14
Download Our New Ebook: Content that Fuels Growth
Bit.ly/content4growth

59. Track: Industry Trendsetters
#CNX14
Take the after-session survey!
Take the Survey in
the Connections
2014 Mobile App
Join the
Conversation!
#CNX1
4
$50
Starbucks Gift
Card

60. Track: Industry Trendsetters
#CNX14
Questions?

61. Track: Industry Trendsetters
#CNX14
CUSTOMER JOURNEY
SHOWCASE
MARKETING
THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY
& ROADMAP
PERSONAL
TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB
MARKETING
DEVELOPERS HANDS-ON
TRAINING
INDUSTRY
TRENDSETTERS
CREATIVITY &
INNOVATION
SALESFORCE FOR
MARKETERS
ROUNDTABLES

62. Track: Industry Trendsetters
#CNX14