The 4 Pillars of Content Marketing

The 4 Pillars of
Content Marketing
Kelsey Loughman
Digital Marketing Manager
@Kay_Lockman
Yoav Schwartz
Co-founder & CEO
@yostar
Kate Athmer
Demand Marketing Manager
@KateAthmer
John Hurley
Director of Demand Gen
& Content Marketing, @Johnsjawn

@uberflip #GradeMyStack
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The 4 Pillars of Content Marketing
CREATION INSIGHTSDISTRIBUTIONEXPERIENCE

CREATION DISTRIBUTION INSIGHTSEXPERIENCE
marketplace management social analytics
curation lead generation email ROI
sales
enablement
reportingworkflow paid
scoringorganicengagementideation

marketplace management social analytics
curation lead generation email
ROI
sales
enablement
reportingworkflow paid
scoring
organicengagementideation

Kelsey Loughman Yoav Schwartz Kate Athmer John Hurley

CONTENT CREATION
Technology allows teams to streamline
the content creation workflow
process—increasing alignment and
visibility across teams.
Workflow

2 Ways Marketers Can
Improve The Content
Creation Workflow Process:
• #1: Start with internal alignment
• #2: Then, learn when to say no
Workflow

Ultimate Tip
Standardize and templatize your process
to make is scalable, repeatable, and
seamless.
Using either workflow tools or simple
planning templates to document your
process for ongoing use.
Workflow

CONTENT EXPERIENCE
How is technology allowing marketers
to improve their content experience
management?
Management

Wait, Why is
Content
Experience
So Important?
Management

@Uberflip
Great Content Isn’t Enough
You need a remarkable content
experience to meet your goals.

1. YOU NEED TO BE IN CONTROL
Marketing Mary
Internal Team
NO GOOD
Management

1. YOU NEED TO BE IN CONTROL
Agency
NO GOODManagement
Marketing Mary

Management
2. DEEPLY INTEGRATE INTO CONTENT & MAP
Your
Content
Experience
Software

Management
3. ORGANIZE BY MORE THAN FORMAT
Your Content
Top of the
Funnel
Middle of
the Funnel
Bottom of
the Funnel
By Format By Topic
Ok for TOFU / Inbound
NOT GOOD ENOUGH

Management
3. ORGANIZE BY MORE THAN FORMAT
Your Content
Top of the
Funnel
Middle of
the Funnel
Bottom of
the Funnel
By Format By Topic By Vertical By Persona By Segment By Account
Content must be organized for
buyers and your sales team to
find. Create their journeys.

Content Experience
Management Software
enables you to:
1. Be in control - not IT / Agency
2. Integrate deeply with all your content and into
your Marketing Automation platform
3. Organize content by more than just format -
topic, persona, vertical, account - to create
journeys
Management

Ultimate Tip
Owning your Content Experiences
will set you up for success
throughout the entire buyer’s
journey.
Management

Want $150 off?
USE MY PROMO CODE:
YOAV150

CONTENT DISTRIBUTION
How is technology improving the paid
content distribution process?
Paid

• IMAGE COMING SOON

Technology is not a strategy, it’s an enablerPaid

1. Personalized nurture + workflows
2. Dynamic display ads + retargeting
3. Automated data validation +
enhancement to ensure quality
4. Improved Lead Velocity from
engagement to follow-up
5. Real-time optimization of sources
Paid
Technology improves content distribution
by enabling:

Improve Paid Content
Distribution:
• Don’t do paid content distribution if
you don’t have solid nurture tracks in
place.
• Focus as much on distributing your
content as you do on creating it
Paid

Ultimate Tip
Accelerate your results by
“making deposits” (add value,
educate), before you “take
withdrawals” (ask for something).
Paid

CONTENT INSIGHTS
How is technology and scoring allowing
marketers to generate content insights?
Scoring

And CRM & MAT aren’t the solutionSales & Marketing struggle to be efficient
The Problem
Source: SiriusDecisions, April 2016
of MQLs
convert to SQLs
30%
Buying
indicators in
CRM &
Marketing
Automation
Buying
indicators
invisible to
CRM &
Marketing
Automation
Scoring

The 80/20 Rule
20% of the content is responsible for 80% pipeline influence
Scoring

Scoring pinpoints
the 20%
Scoring

Generate Better Content
Insights with Scoring:
• Ensure the best leads that interact with
content are prioritized for sales
• Build & measure content with more focus
at engaging top accounts
Scoring

Tip #1: Prioritize Best Leads
With the predictive model (blue line),
sales only has to contact 40% of total
prospects to reach over 60% who'll
actually convert.
Without the model (baseline-red), sales
has to contact 60% of total prospects to
reach the 60% who'll actually convert.
Assuming you have 10,000 downloads...
4000 w/ Predictive
vs.
6000 w/o Predictive

Tip #2: Build & Measure Content Designed for Top Accounts
Grade/Tier Predictive Score
A 89-100
B 75-88
C 55-74
D 0-54
What is a segment of top accounts w/o
opportunities?
ABM Driven Programs
Starts with segmenting Target Accounts and
building programs that will influence them.

New ABM Metrics for Campaign Performance
Are marketing programs reaching target accounts?
• Successes: # of members from target account (individual attendees from target accounts)
• Coverage: % of total target accounts (25%, if 25 accounts engage & have total of 100 accounts)
• Focus: % of members from target accounts out of total members (10% if 50 attendees from target
accounts, out of 500 total in campaign)
Are marketing programs sourcing new high quality accounts?
• Average/Median Radius Score per Campaign
• Average Radius Score per Campaign
• New Leads by Radius Grade
Tip #2: Build & Measure Content Designed for Top Accounts
Scoring

Ultimate Tip
With a basic concept like scoring and grading,
content marketers are empowered to know
which prospects are interacting with their
content and which prospects are likely to
become their customers so they can focus on
deepening the right relationships.
Scoring

Kelsey Loughman Yoav Schwartz John Hurley
Questions?
Kate Athmer

The 4 Pillars of Content Marketing

The 4 Pillars of Content Marketing

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