SlideShare una empresa de Scribd logo
1 de 29
Descargar para leer sin conexión
#CMWorld 
I Think We’re Alone Now 
Creating World-Class Content 
on a Team of One (or None) 
Maggie Jones 
Marketo 
@maggiejonezzz
#CMWorld 
Tweet me your marketing jokes! 
@maggiejonezzz
#CMWorld
#CMWorld 
Too many asks 
Too hard to find your ROI 
Not enough time/budget 
You’re only one person 
CHALLENGES
#CMWorld 
#1 Too many asks
#CMWorld
#CMWorld 
•Share your project document – INCLUDING projected deadlines 
•Alert stakeholders about new content, and include messaging docs 
•Leverage content newsletters
#CMWorld
#CMWorld 
•What kind of content do you want made? 
•Who are we targeting with this content? 
•What do we know about our audience? 
•What is the story this content should tell? 
•Who in our company is an expert in this subject? 
•Who will need to approve this content before we publish it? 
•How involved are you going to be?
#CMWorld 
No. 
“Not right now” 
“Let’s answer those questions first” 
“Is this the right asset?”
#CMWorld 
Get visible 
Get answers 
Learn to say ‘NO’ 
TOO MANY ASKS?
#CMWorld 
#2 Too hard to find ROI
#CMWorld 
“Vanity” metrics Content performance Program performance 
FINDING ROI
#CMWorld 
Downloads 
Views 
Blog traffic 
Website traffic 
Social engagement 
Social shares 
Followers on social 
Blog subscribers 
“Vanity” 
Metrics
#CMWorld 
Content Performance (Revenue)
#CMWorld 
Program Performance
#CMWorld 
“Vanity” metrics 
Content performance 
Program performance 
DON’T KNOW WHAT’S WORKING?
#CMWorld 
#3 Not enough budget/time
#CMWorld 
Divide + Conquer
#CMWorld 
Revise + update 
Change the dates 
Check your stats 
Get some fresh thinking 
Refresh your design
#CMWorld 
Divide + Conquer 
Revise + Update 
NEED MORE $$$?
#CMWorld 
#4 You’re only one person
#CMWorld 
Hire Freelancers 
Hire freelancers
#CMWorld 
Find your 
writers 
Incentivize 
Offer help 
Collaborate
#CMWorld 
Find your community 
Partners 
Customers 
Thought leaders
#CMWorld 
Hire freelancers 
Find your writers 
Find your community 
ALL BY YOURSELF?
#CMWorld 
Get visible Get answers Learn to say no Measure “Vanity” metrics Measure content performance Measure program performance 
Recap!
#CMWorld 
Divide + Conquer 
Revise + Update 
Hire freelancers 
Find internal writers 
Find your community 
Recap!
#CMWorld 
Any questions?

Más contenido relacionado

La actualidad más candente

Follow Up Questions from Link Building Live! Webinar
Follow Up Questions from Link Building Live! WebinarFollow Up Questions from Link Building Live! Webinar
Follow Up Questions from Link Building Live! WebinarColin Eggleston
 
Landing Page Testing: get customers...before coding
Landing Page Testing: get customers...before codingLanding Page Testing: get customers...before coding
Landing Page Testing: get customers...before codingElizabeth Yin
 
How to Build a B2B Social Content Calendar
How to Build a B2B Social Content CalendarHow to Build a B2B Social Content Calendar
How to Build a B2B Social Content CalendarUberflip
 
Standing out from the crowd - 10 tips to make your content go further
Standing out from the crowd -  10 tips to make your content go furtherStanding out from the crowd -  10 tips to make your content go further
Standing out from the crowd - 10 tips to make your content go furtherGLDS
 
Taking your Digital Marketing from 0 to 100mph
Taking your Digital Marketing from 0 to 100mphTaking your Digital Marketing from 0 to 100mph
Taking your Digital Marketing from 0 to 100mphVolume Nine
 
Dimitris Drakatos: Publishing Velocity & SEO
Dimitris Drakatos: Publishing Velocity & SEODimitris Drakatos: Publishing Velocity & SEO
Dimitris Drakatos: Publishing Velocity & SEODimitris Drakatos
 
Why Uberflip
Why UberflipWhy Uberflip
Why UberflipUberflip
 
Manage Up to Scale Up: Making the MarTech Business Case
Manage Up to Scale Up: Making the MarTech Business CaseManage Up to Scale Up: Making the MarTech Business Case
Manage Up to Scale Up: Making the MarTech Business CaseUberflip
 
Advanced Content Marketing and SEO: Higher Rankings and More Traffic in Less ...
Advanced Content Marketing and SEO: Higher Rankings and More Traffic in Less ...Advanced Content Marketing and SEO: Higher Rankings and More Traffic in Less ...
Advanced Content Marketing and SEO: Higher Rankings and More Traffic in Less ...Kissmetrics on SlideShare
 
Going Solo - The Survival Guide for Freelance SEOs (Present & Future) | brigh...
Going Solo - The Survival Guide for Freelance SEOs (Present & Future) | brigh...Going Solo - The Survival Guide for Freelance SEOs (Present & Future) | brigh...
Going Solo - The Survival Guide for Freelance SEOs (Present & Future) | brigh...Steve Morgan
 
Content Repurposing: Extend Reach, Reduce Cost, Improve Experience
Content Repurposing: Extend Reach, Reduce Cost, Improve ExperienceContent Repurposing: Extend Reach, Reduce Cost, Improve Experience
Content Repurposing: Extend Reach, Reduce Cost, Improve ExperiencePreston Van Dyke
 
Sell more churn less: Learn the power of analytics-based customer engagement
Sell more churn less: Learn the power of analytics-based customer engagementSell more churn less: Learn the power of analytics-based customer engagement
Sell more churn less: Learn the power of analytics-based customer engagementKissmetrics on SlideShare
 
BrightonSEO - The future of digital PR: Are hero campaigns a thing of the past?
BrightonSEO - The future of digital PR: Are hero campaigns a thing of the past?BrightonSEO - The future of digital PR: Are hero campaigns a thing of the past?
BrightonSEO - The future of digital PR: Are hero campaigns a thing of the past?JBH - The Digital PR Agency
 
3 Steps to Turn Mobile Visitors into Customers Using Psychology and Personali...
3 Steps to Turn Mobile Visitors into Customers Using Psychology and Personali...3 Steps to Turn Mobile Visitors into Customers Using Psychology and Personali...
3 Steps to Turn Mobile Visitors into Customers Using Psychology and Personali...semrush_webinars
 
3 Ways to Warm Up Your Holiday Marketing
3 Ways to Warm Up Your Holiday Marketing3 Ways to Warm Up Your Holiday Marketing
3 Ways to Warm Up Your Holiday MarketingUberflip
 
The 60-Second Sales Hook - How to stand out and sell more using the power of ...
The 60-Second Sales Hook - How to stand out and sell more using the power of ...The 60-Second Sales Hook - How to stand out and sell more using the power of ...
The 60-Second Sales Hook - How to stand out and sell more using the power of ...semrush_webinars
 
Improve your geek skills : Blogging
Improve your geek skills : BloggingImprove your geek skills : Blogging
Improve your geek skills : BloggingSandi Sturm
 
Help, what content does my ecommerce site need? - SEMRush webinar January 2016
Help, what content does my ecommerce site need? - SEMRush webinar January 2016Help, what content does my ecommerce site need? - SEMRush webinar January 2016
Help, what content does my ecommerce site need? - SEMRush webinar January 2016Charlie Williams
 
[Webinar] The 5 Steps to a High-Converting Social Media Campaign
[Webinar] The 5 Steps to a High-Converting Social Media Campaign[Webinar] The 5 Steps to a High-Converting Social Media Campaign
[Webinar] The 5 Steps to a High-Converting Social Media CampaignUnbounce
 

La actualidad más candente (20)

ezContent
ezContentezContent
ezContent
 
Follow Up Questions from Link Building Live! Webinar
Follow Up Questions from Link Building Live! WebinarFollow Up Questions from Link Building Live! Webinar
Follow Up Questions from Link Building Live! Webinar
 
Landing Page Testing: get customers...before coding
Landing Page Testing: get customers...before codingLanding Page Testing: get customers...before coding
Landing Page Testing: get customers...before coding
 
How to Build a B2B Social Content Calendar
How to Build a B2B Social Content CalendarHow to Build a B2B Social Content Calendar
How to Build a B2B Social Content Calendar
 
Standing out from the crowd - 10 tips to make your content go further
Standing out from the crowd -  10 tips to make your content go furtherStanding out from the crowd -  10 tips to make your content go further
Standing out from the crowd - 10 tips to make your content go further
 
Taking your Digital Marketing from 0 to 100mph
Taking your Digital Marketing from 0 to 100mphTaking your Digital Marketing from 0 to 100mph
Taking your Digital Marketing from 0 to 100mph
 
Dimitris Drakatos: Publishing Velocity & SEO
Dimitris Drakatos: Publishing Velocity & SEODimitris Drakatos: Publishing Velocity & SEO
Dimitris Drakatos: Publishing Velocity & SEO
 
Why Uberflip
Why UberflipWhy Uberflip
Why Uberflip
 
Manage Up to Scale Up: Making the MarTech Business Case
Manage Up to Scale Up: Making the MarTech Business CaseManage Up to Scale Up: Making the MarTech Business Case
Manage Up to Scale Up: Making the MarTech Business Case
 
Advanced Content Marketing and SEO: Higher Rankings and More Traffic in Less ...
Advanced Content Marketing and SEO: Higher Rankings and More Traffic in Less ...Advanced Content Marketing and SEO: Higher Rankings and More Traffic in Less ...
Advanced Content Marketing and SEO: Higher Rankings and More Traffic in Less ...
 
Going Solo - The Survival Guide for Freelance SEOs (Present & Future) | brigh...
Going Solo - The Survival Guide for Freelance SEOs (Present & Future) | brigh...Going Solo - The Survival Guide for Freelance SEOs (Present & Future) | brigh...
Going Solo - The Survival Guide for Freelance SEOs (Present & Future) | brigh...
 
Content Repurposing: Extend Reach, Reduce Cost, Improve Experience
Content Repurposing: Extend Reach, Reduce Cost, Improve ExperienceContent Repurposing: Extend Reach, Reduce Cost, Improve Experience
Content Repurposing: Extend Reach, Reduce Cost, Improve Experience
 
Sell more churn less: Learn the power of analytics-based customer engagement
Sell more churn less: Learn the power of analytics-based customer engagementSell more churn less: Learn the power of analytics-based customer engagement
Sell more churn less: Learn the power of analytics-based customer engagement
 
BrightonSEO - The future of digital PR: Are hero campaigns a thing of the past?
BrightonSEO - The future of digital PR: Are hero campaigns a thing of the past?BrightonSEO - The future of digital PR: Are hero campaigns a thing of the past?
BrightonSEO - The future of digital PR: Are hero campaigns a thing of the past?
 
3 Steps to Turn Mobile Visitors into Customers Using Psychology and Personali...
3 Steps to Turn Mobile Visitors into Customers Using Psychology and Personali...3 Steps to Turn Mobile Visitors into Customers Using Psychology and Personali...
3 Steps to Turn Mobile Visitors into Customers Using Psychology and Personali...
 
3 Ways to Warm Up Your Holiday Marketing
3 Ways to Warm Up Your Holiday Marketing3 Ways to Warm Up Your Holiday Marketing
3 Ways to Warm Up Your Holiday Marketing
 
The 60-Second Sales Hook - How to stand out and sell more using the power of ...
The 60-Second Sales Hook - How to stand out and sell more using the power of ...The 60-Second Sales Hook - How to stand out and sell more using the power of ...
The 60-Second Sales Hook - How to stand out and sell more using the power of ...
 
Improve your geek skills : Blogging
Improve your geek skills : BloggingImprove your geek skills : Blogging
Improve your geek skills : Blogging
 
Help, what content does my ecommerce site need? - SEMRush webinar January 2016
Help, what content does my ecommerce site need? - SEMRush webinar January 2016Help, what content does my ecommerce site need? - SEMRush webinar January 2016
Help, what content does my ecommerce site need? - SEMRush webinar January 2016
 
[Webinar] The 5 Steps to a High-Converting Social Media Campaign
[Webinar] The 5 Steps to a High-Converting Social Media Campaign[Webinar] The 5 Steps to a High-Converting Social Media Campaign
[Webinar] The 5 Steps to a High-Converting Social Media Campaign
 

Similar a [CMW 2014] I Think We're Alone Now

Content Operations: Practical Guidance and Real World Examples to Scale Your ...
Content Operations: Practical Guidance and Real World Examples to Scale Your ...Content Operations: Practical Guidance and Real World Examples to Scale Your ...
Content Operations: Practical Guidance and Real World Examples to Scale Your ...Curata
 
Mapping Content to the Entire Customer Journey (CMW 2016)
Mapping Content to the Entire Customer Journey (CMW 2016)Mapping Content to the Entire Customer Journey (CMW 2016)
Mapping Content to the Entire Customer Journey (CMW 2016)Kevin Briody
 
Grow your Business with Social Media
Grow your Business with Social MediaGrow your Business with Social Media
Grow your Business with Social MediaPaul Whittingham
 
HubSpot & Evernote's Content Marketing Guide
HubSpot & Evernote's Content Marketing GuideHubSpot & Evernote's Content Marketing Guide
HubSpot & Evernote's Content Marketing GuideHubSpot
 
Marketers vs Creatives: Communication Breakdown
Marketers vs Creatives: Communication BreakdownMarketers vs Creatives: Communication Breakdown
Marketers vs Creatives: Communication BreakdownVisually
 
Content Marketing for Social Good
Content Marketing for Social GoodContent Marketing for Social Good
Content Marketing for Social GoodSee3 Communications
 
Content Marketing for the Savvy FinTech Entrepreneur
Content Marketing for the Savvy FinTech EntrepreneurContent Marketing for the Savvy FinTech Entrepreneur
Content Marketing for the Savvy FinTech Entrepreneurjwalovit
 
Tips, Tools and Templates To Build Your Content Marketing Strategy
Tips, Tools and Templates To Build Your Content Marketing StrategyTips, Tools and Templates To Build Your Content Marketing Strategy
Tips, Tools and Templates To Build Your Content Marketing StrategyMichael Brenner
 
Content markeing workshop
Content markeing workshopContent markeing workshop
Content markeing workshopGreg Fry
 
How To Create Blog Posts Your Readers Will Want To Share
How To Create Blog Posts Your Readers Will Want To ShareHow To Create Blog Posts Your Readers Will Want To Share
How To Create Blog Posts Your Readers Will Want To ShareScripted.com
 
Why Your Social Content Strategy Sucks and How to Fix It
Why Your Social Content Strategy Sucks and How to Fix ItWhy Your Social Content Strategy Sucks and How to Fix It
Why Your Social Content Strategy Sucks and How to Fix Itmgargan
 
Why B2B Marketers Need To Personalize Content Experiences At Scale
Why B2B Marketers Need To Personalize Content Experiences At ScaleWhy B2B Marketers Need To Personalize Content Experiences At Scale
Why B2B Marketers Need To Personalize Content Experiences At ScaleUberflip
 
Self Marketing by John Sweney, Brookwoods Group (May2014)
Self Marketing by John Sweney, Brookwoods Group (May2014)Self Marketing by John Sweney, Brookwoods Group (May2014)
Self Marketing by John Sweney, Brookwoods Group (May2014)IABC Houston
 
NewsCred #ThinkContent Tour SF: Liz Bedor, Content Marketing Strategist, News...
NewsCred #ThinkContent Tour SF: Liz Bedor, Content Marketing Strategist, News...NewsCred #ThinkContent Tour SF: Liz Bedor, Content Marketing Strategist, News...
NewsCred #ThinkContent Tour SF: Liz Bedor, Content Marketing Strategist, News...NewsCred
 
A Roadmap for Success: How to Plan and Build a Content Marketing Strategy
A Roadmap for Success: How to Plan and Build a Content Marketing StrategyA Roadmap for Success: How to Plan and Build a Content Marketing Strategy
A Roadmap for Success: How to Plan and Build a Content Marketing StrategyLiz Bedor
 
Visual Content Marketing in Edu
Visual Content Marketing in EduVisual Content Marketing in Edu
Visual Content Marketing in EduLinkedIn
 
Stop Being Invisible Online: Coordinated SEO, Content Marketing and PR Strategy
Stop Being Invisible Online: Coordinated SEO, Content Marketing and PR StrategyStop Being Invisible Online: Coordinated SEO, Content Marketing and PR Strategy
Stop Being Invisible Online: Coordinated SEO, Content Marketing and PR StrategyChris Marocchi
 
Content Marketing World Presentation [Tech Industry Workshop]: Helping, Not H...
Content Marketing World Presentation [Tech Industry Workshop]: Helping, Not H...Content Marketing World Presentation [Tech Industry Workshop]: Helping, Not H...
Content Marketing World Presentation [Tech Industry Workshop]: Helping, Not H...Deanna Lazzaroni
 

Similar a [CMW 2014] I Think We're Alone Now (20)

Content Operations: Practical Guidance and Real World Examples to Scale Your ...
Content Operations: Practical Guidance and Real World Examples to Scale Your ...Content Operations: Practical Guidance and Real World Examples to Scale Your ...
Content Operations: Practical Guidance and Real World Examples to Scale Your ...
 
Mapping Content to the Entire Customer Journey (CMW 2016)
Mapping Content to the Entire Customer Journey (CMW 2016)Mapping Content to the Entire Customer Journey (CMW 2016)
Mapping Content to the Entire Customer Journey (CMW 2016)
 
Grow your Business with Social Media
Grow your Business with Social MediaGrow your Business with Social Media
Grow your Business with Social Media
 
HubSpot & Evernote's Content Marketing Guide
HubSpot & Evernote's Content Marketing GuideHubSpot & Evernote's Content Marketing Guide
HubSpot & Evernote's Content Marketing Guide
 
Marketers vs Creatives: Communication Breakdown
Marketers vs Creatives: Communication BreakdownMarketers vs Creatives: Communication Breakdown
Marketers vs Creatives: Communication Breakdown
 
Content Marketing for Social Good
Content Marketing for Social GoodContent Marketing for Social Good
Content Marketing for Social Good
 
Content Marketing for the Savvy FinTech Entrepreneur
Content Marketing for the Savvy FinTech EntrepreneurContent Marketing for the Savvy FinTech Entrepreneur
Content Marketing for the Savvy FinTech Entrepreneur
 
SLCHUG Event: October 27 2016
SLCHUG Event:  October 27 2016SLCHUG Event:  October 27 2016
SLCHUG Event: October 27 2016
 
Better Content, Meaningful Reach: How to Grow Your B2B Efforts - Susan Wenogr...
Better Content, Meaningful Reach: How to Grow Your B2B Efforts - Susan Wenogr...Better Content, Meaningful Reach: How to Grow Your B2B Efforts - Susan Wenogr...
Better Content, Meaningful Reach: How to Grow Your B2B Efforts - Susan Wenogr...
 
Tips, Tools and Templates To Build Your Content Marketing Strategy
Tips, Tools and Templates To Build Your Content Marketing StrategyTips, Tools and Templates To Build Your Content Marketing Strategy
Tips, Tools and Templates To Build Your Content Marketing Strategy
 
Content markeing workshop
Content markeing workshopContent markeing workshop
Content markeing workshop
 
How To Create Blog Posts Your Readers Will Want To Share
How To Create Blog Posts Your Readers Will Want To ShareHow To Create Blog Posts Your Readers Will Want To Share
How To Create Blog Posts Your Readers Will Want To Share
 
Why Your Social Content Strategy Sucks and How to Fix It
Why Your Social Content Strategy Sucks and How to Fix ItWhy Your Social Content Strategy Sucks and How to Fix It
Why Your Social Content Strategy Sucks and How to Fix It
 
Why B2B Marketers Need To Personalize Content Experiences At Scale
Why B2B Marketers Need To Personalize Content Experiences At ScaleWhy B2B Marketers Need To Personalize Content Experiences At Scale
Why B2B Marketers Need To Personalize Content Experiences At Scale
 
Self Marketing by John Sweney, Brookwoods Group (May2014)
Self Marketing by John Sweney, Brookwoods Group (May2014)Self Marketing by John Sweney, Brookwoods Group (May2014)
Self Marketing by John Sweney, Brookwoods Group (May2014)
 
NewsCred #ThinkContent Tour SF: Liz Bedor, Content Marketing Strategist, News...
NewsCred #ThinkContent Tour SF: Liz Bedor, Content Marketing Strategist, News...NewsCred #ThinkContent Tour SF: Liz Bedor, Content Marketing Strategist, News...
NewsCred #ThinkContent Tour SF: Liz Bedor, Content Marketing Strategist, News...
 
A Roadmap for Success: How to Plan and Build a Content Marketing Strategy
A Roadmap for Success: How to Plan and Build a Content Marketing StrategyA Roadmap for Success: How to Plan and Build a Content Marketing Strategy
A Roadmap for Success: How to Plan and Build a Content Marketing Strategy
 
Visual Content Marketing in Edu
Visual Content Marketing in EduVisual Content Marketing in Edu
Visual Content Marketing in Edu
 
Stop Being Invisible Online: Coordinated SEO, Content Marketing and PR Strategy
Stop Being Invisible Online: Coordinated SEO, Content Marketing and PR StrategyStop Being Invisible Online: Coordinated SEO, Content Marketing and PR Strategy
Stop Being Invisible Online: Coordinated SEO, Content Marketing and PR Strategy
 
Content Marketing World Presentation [Tech Industry Workshop]: Helping, Not H...
Content Marketing World Presentation [Tech Industry Workshop]: Helping, Not H...Content Marketing World Presentation [Tech Industry Workshop]: Helping, Not H...
Content Marketing World Presentation [Tech Industry Workshop]: Helping, Not H...
 

Más de Marketo

Adobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slidesAdobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slidesMarketo
 
7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business GrowthMarketo
 
Adobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release PresentationAdobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release PresentationMarketo
 
Industry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams TogetherIndustry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
 
Customer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM StrategyCustomer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
 
Prove Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionProve Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
 
Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021Marketo
 
What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021Marketo
 
How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021Marketo
 
Marketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo
 
Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
 
Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021Marketo
 
Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Marketo
 
The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021Marketo
 
Future Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesFuture Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesMarketo
 
Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020Marketo
 
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
 
Marketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash CowMarketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash CowMarketo
 
The Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo EngageThe Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo EngageMarketo
 
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Marketo
 

Más de Marketo (20)

Adobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slidesAdobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slides
 
7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth
 
Adobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release PresentationAdobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release Presentation
 
Industry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams TogetherIndustry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams Together
 
Customer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM StrategyCustomer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM Strategy
 
Prove Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionProve Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing Attribution
 
Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021
 
What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021
 
How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021
 
Marketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release Presentation
 
Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021
 
Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021
 
Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021
 
The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021
 
Future Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesFuture Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That Scales
 
Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020
 
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
 
Marketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash CowMarketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash Cow
 
The Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo EngageThe Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo Engage
 
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
 

Último

SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technologyehimaibooks
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 

Último (20)

SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technology
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 

[CMW 2014] I Think We're Alone Now

Notas del editor

  1. HI everybody, welcome to “I think we’re alone now, creating world-class content on a team of one or none.” I’m feeling not very alone right now, which is unusual and pretty wonderful, so thank you all for coming and keeping me company here. I’m going to dive right into my presentation,
  2. But what not everybody in the marketing world is sold on is that somebody in your organization has to OWN that content. And that’s why I called this content marketing on a team of one or NONE. I realize that while some of us (like myself) who are on a one-person team think we’ve really got it tough, others of us are the SOLE people creating content AND they’re also doing other jobs too. So who here is creating content on a really small team, like only one or two people? Show of hands? And who here is creating content while ALSO doing other jobs? Wow You are my hero. You are amazing. I don’t want you to be sleeping under your desk.
  3. So, why is it hard to create content by yourself? Now, speaking from personal experience, these are the top challenges with creating content on a team of one or all of you total badasses who are doing this on your own. Challenge #1: Everybody’s asking me for something. Content is a service, and everybody in your company wants you to serve them. Challenge #2: It’s too hard to find your ROI, which means it’s too hard to figure out what’s working Challenge #3: It’s too expensive to get things made, or you just don’t have enough time to get everything made Challenge #4: Nobody can know everything about anything. You’re only one person, but you’re expected to be an expert on everything.
  4. So, let’s start with how you can handle what I think might be the biggest challenge for those of us on small teams. This is a huge problem, especially if you’re dealing with multiple teams who all need content made for them.
  5. So, the first way to deal with getting too many asks is to show everyone on your team what you’re up to. Now I know some of us are a little shy about sharing our accomplishments, but this isn’t about showing off – it’s about making your work visible.
  6. My second strategy for people are getting too many asks is to get answers. If people on your team want to ask you for things, you should be allowed to ask them a few questions of your own. I frame in a kind of “help me help you” way – basically, the more you can help me get this content made, the faster I can do it. And you want to establish DURING THE REQUEST PHASE. So when someone on your team comes to you, and they say they need something, make it a policy that they need to do a little homework first.
  7. So here are some of the questions anyone asking you for content should be able to answer. And this isn’t a one-way street – if I think of some awesome content on my own, I’m not going to dive in without answering these questions first either.
  8. And finally, sometimes you just have to say no. I never say “no” for no reason, and when I do, I try to say “not right now” instead of “absolutely not.” Sometimes the reason I say no has to do with that step we just talked about – sometimes when I ask who the audience is for a piece, it turns out that we don’t really have a perfect audience for it, or when we look at what that audiences wants to hear from us, the content someone is asking for just doesn’t fit. As hard as it is to say no to the people you work with every day, often you’re the gatekeeper. And if you say yes to everything, you’ll waste your time with content that isn’t necessary, and you’ll let people down when you can’t meet their expectations.
  9. So recap: get organized, which is going to help you manage all of these things people are asking you for Make everything visible – this is going to help everybody in your organization see how hard you’re working, and the status on where you’re at And finally learn to say no.
  10. So the #2 challenge of creating content on your own is in finding the ROI of your content. Going back to my last challenges – dealing with too many asks – knowing how well certain types of content do for your business makes it MUCH easier to prioritize which content you should and shouldn’t do.
  11. So how do you find your ROI? At Marketo, we look at 3 types of metrics, which are early-stage or vanity metrics, content performance, and program performance.
  12. But these metrics are useful when it comes to measuring early-stage content. The real purpose of your early-stage content is to engage your buyers, and that’s exactly what vanity metrics measure. Share, downloads, and views tell you whether your content is attracting attention, and whether people like what they see. The important thing is to not rely entirely on vanity metrics – treat them like a piece of a larger puzzle.
  13. We also take a look at how content affects actual revenue. If you’re facing skepticism about content marketing’s effectiveness, or you’re having doubts yourself, there’s nothing like tying content directly to closed-won deals. Below, you can see a report we ran in our Revenue Cycle Explorer, which tells us how the same assets have contributed to revenue so far. The “FT Revenue Won” column refers to revenue generated from customers who originally entered our database by downloading that particular asset. The “MT Revenue Won” column refers to revenue generated from customers who downloaded that asset at some point during the buying cycle.   Of course, with this type of reporting, keep in mind that it will take time before your content generates opportunities or revenue, depending on the typical length of your sales cycle. Rather than comparing an asset you created a year ago to asset created six months ago, check in on both assets six months after they’re published – and compare those numbers for an accurate view.  File name: “Revenue won”
  14. Finally, you’ll also want to see how programs using your content (such as email programs that used your content as an offer) performed. There are a lot of factors involved in an asset’s performance in programs – the relevance of the content to the audience who received an email, the email’s subject line and copy, etc. But if you content is consistently tanking in certain types of programs, it’s probably time to sit down with your team to figure out what’s going wrong; if your content is performing beautifully, you’ll want to keep up the good work. In this illustration, you can see how five different content assets performed, all sent within the same paid email program: From this report, we can see that for “Awesome Email Program” (not its real name!), our Definitive Guide to Marketing Automation brought in a high number new names, and the highest FT Pipeline Ratio. Our Content Marketing Cheat Sheet, on the other hand, brought us the most new names. This tells us that if we continue to run paid programs with this vendor, offers that deal with content marketing and metrics would be good bets.
  15. So just to review
  16. So challenge #3: you’ve figured out what you team really needs from you, you’re able to measure what works…but the fact remains that creating content can be a pretty big investment, especially if you’re making something very elaborate or time-consuming. I know that at this conference, I’ve seen a lot of amazing examples of what companies with huge budgets or huge teams are doing, and I’m totally inspired by that, but I always also have to think: what can I do with my budget, and the amount of time I have to work with?
  17. So the first way to deal with this problem is to make a huge investment in one piece of content, and then divide it into a bunch of smaller pieces. example, you might turn a page of an ebook in to a cheat sheet, take data from a whitepaper to create an infographic, or expand on a particularly good blog post to create an ebook. If you do choose to present the same information in a new way, make sure that you aren’t just repurposing for the sake of looking productive. Repurposing works because people consume content so differently – some people prefer slide presentations, some people like to quickly scan infographics and blog posts, some people won’t bother downloading anything under five pages. Repurpose your content to reach a bigger slice of your audience.
  18. So before you update something, get the numbers. As we covered in our section of “vanity” metrics and FT/MT-attribution, you should be running reports on how your content is affecting engagement and your company’s bottom line. Whenever an asset shows continually high-performance, you should earmark it for a future update. Eventually, those numbers will start to drop – a good sign that it’s time to update. Change the dates. This isn’t just about timestamps. If you used words like “recently,” “lately,” or “in the next few years” make sure those still apply. Check your stats. If you cited a study or a report cited in an ebook, find out if there’s a more current version. Add some fresh thinking. Is there a relevant thought leader who’d be worth getting a new quote from? Finally, reach out to whomever in your organization knows most about a topic – remember those Subject Matter Experts from the “Content Creation” section? Set up a meeting to gather input from your resident expert, and ask her to give your asset a thorough review. Often, this person will identify out-of-date or inaccurate information that you never would have seen.
  19. And this is actually a nice segue way into the 4th challenge of creating content on your own, which is that, simply put there’s only one of you. No one person can be an expert on everything, and no one person can do everything.
  20. This last one really speaks to people out there who are doing all of their team’s content marketing, and their biggest issue isn’t budget, but time. It probably sounds to insane that you aren’t thinking about budget. Now, if you’re considering getting some freelance writing done, but you ARE super stressed about your budget, one way to look at it is that NO freelance writer is going to cost you more than a full-time hire. So even though spending on outside help can be painful, you aren’t making a huge financial commitment, and you’ll be freeing up other members of the team to do OTHER money-making activities. At Marketo, we use freelance writers quite a bit. There are a lot of freelancers here at CMW this year, so if you’re struggling, get out there and take some business cards.
  21. find your writers. There may be people in your organization who are strong writers but don’t necessarily write all day, and there also might be people who have amazing IDEAS for content, and a lot of knowledge to share, but they aren’t great writers or they just don’t like writing. You need to find and cultivate those people do.
  22. Reach out to partners,
  23. So recap: hire freelancers, find the writers in your organization
  24. So recap: hire freelancers, find the writers in your organization
  25. So recap: hire freelancers, find the writers in your organization
  26. So that’s it for my blogging tips, let’s open it up for questions!