Content Marketing 2.0 - 5 Tactics to Ramp & Scale your Content Strategy

1. Content Marketing 2.0 ​ 5 Tactics to Ramp & Scale your Content Strategy

2. ​ 5 Tactics to Ramp & Scale your Content Strategy 1. Visual is the new headline 2. Do more of what’s working Streamlining content production 3. Personalization & amplification 4. Leverage global for relevant content 5.

3. Going visual.

4. David Ogilvy OGILVY & MATHER

5. The visual is the new headline.

7. 5 reasons for going visual We are all visual thinkers 1. 2. Visual aids in decision making 3. Visual makes a better, longer overal impression Visual is more persuasive 4. Visual connects emotionally 5.

8. SlideShare is a Platform for Visual Content Marketing Thought Leadership

9. The optimal SlideShare presentation Be visual Keep it short & sweet 19 Number of slides Average number of pictures per presentation 45% 33% Get to the point 24 Less than 10 10 - 30 1% 7% 14% Average number of words per slide 50 - 100 30 - 50 100 + 19 Average number of slides per presentation

10. Remarkable design doesn’t have to cost of fortune.

11. Who’s doing it right? Visual blows text out of the water 328,000 Views

12. Cross-channel integration

13. Built in lead forms

14. SlideShare provides a robust dashboard for measuring success $4620 7440 Form Fills <$1.00 $ per success 4482 New names $1.00 $ per new names

15. Indexed by Google.

16. The Infographic is not dead.

17. The multi-benefits of successful infographics. Fuel for your social and demand-gen programs Provides a snapshot of a bigger story Breaks down a complex idea Easily shareable & attracts attention Great SEO for linkbacks Enhance press releases Entertaining and fun

18. 3,024,141,647 total potential viewership 178,809,843 publisher total unique visitors 8109 shares 33 linkbacks from top tier pubs

20. Do more of what’s working.

21. Set up your full funnel metrics… • Awareness • Branded search • Brand recall and lift Website and referral traffic • Page views, pages per visit, time spent on site lift • Subscriber/opt-in lift • Engagement (open rate, shares, likes, comments) • Bounce rate decline • Unique visitor lift • Inbound links lift Reach audiences to drive awareness and a positive impression of your brand REACH • Leads (organic vs paid) • MQLs/SAOs • SQOs • Cost per lead • Qualified lead velocity rate (i.e., growth in qualified leads) • Form fills • Revenue • Returning visitors • Close rate • Retention rate, customer lifetime value, upsell/cross-sell Nurture prospects until they’re ready to make a purchase NURTURE

22. Make the right relationships. Demand gen Content

23. Take an aerial view of MQLs by campaign type. 10% 27% 15% Big rock to manufacturing Email nurture campaign Executive guide Manufacturing webinar series 2016’s state of hardware infographic 23% 25%

24. Streamline content production.

25. Create efficiently. Kapost takes the pain out of content production with clear workflows, a closed feedback loop, and intuitive content calendar.

26. Create efficiently. ​Google docs allows content teams to work together and with content partners for efficient collaboration and version control.

27. Create efficiently.

28. Repurpose content like leftover turkey.

29. Use turkey slices to fuel your content hubs. Sponsored Updates (Turn it up to eleven!) Company Pages LinkedIn Groups SlideShare

30. The big rock.

31. Repurpose, repurpose, then repurpose some more. Webinars Physical book Blog content Mobile download Infographics Podcasts SlideShare Influencer blog

32. The age of amplification and personalization.

33. Amplification n. The act or result of amplifying, enlarging, or extending

34. Amplification Owned Media Paid Media Earned Media

35. Amplification Social Media Advertising Display / Retargeting Paid Media Paid Content Discovery Services Native Advertising PPC

36. Amplification Influencer Outreach Earned Media SEO Referrals Word of Mouth Blogging PR

37. Amplification Mobile Apps Owned Media Website / Resource Center Employee Advocacy

38. Personalization v. to render personal rather than impersonal or purely professional

39. Set up a test of different updates to reach different audiences. Sponsored Update 1: Targeted to CMOs These insights can help you drive transformational change to your business. Example: B2B Marketing company XYZ has recently launched a new piece of research and is publishing updates to LinkedIn to drive marketers to download it. Sponsored Update 2: Targeted to Marketing Directors Need to demonstrate the ROI of your marketing efforts? These insights can help. Big Rock Content Sponsored Update 3: Targeted to Social Media Managers Social media managers: Get the insights you need to drive the engagement you want.

40. Personalize your message and offers to your target audience to boost your performance. 40

41. Always be testing. +571% Clicks +490% Impressions

42. Test and optimize your reach to the right audience with the right message. 66% higher CTR 42

43. Leveraging corporate for regionally relevant content.

44. Create a global content council. EMEA NAMER APAC LATAM Verticals | Product Marketing | Public Relations | Content Leads | Customer Marketing Alignment | Awareness | Collaboration | Support

45. Bring GEOs in early in the process. Share outline > Build a global skeleton > Replace with local modules… Module: Case Studies Module: Quotes Module: Interviews Module: Research

46. Leveraging Global Content Get the source files (AI/PSD) Send to local translator Plug in local modules Use agency to localize creative • • • •

47. Create regional content hubs.

50. Key takeaways…