This document discusses content marketing strategies and challenges. It provides statistics on the effectiveness of content marketing compared to traditional marketing. The top challenges for content marketers are listed as lack of time, producing enough engaging content, and budget. Tips are provided on starting a content marketing program, including developing a content calendar and building a content team. Metrics for measuring content marketing results are also discussed.

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Outsourcing vs Insourcing
Best Bang for Your Inbound Buck
Jeanne Hopkins
Senior VP & CMO, Continuum Managed IT Services

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64%
of marketers say their biggest
challenge is producing enough
content.
Content Marketing Institute (2012)

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53%
of marketers rank content
creation as their single most
effective SEO tactic.
MarketingSherpa (2013)

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3x
as many leads are generated
from content marketing versus
traditional marketing.
Demand Metric (2013)

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69% Lack of time
55% Producing enough content
47% Producing the kind of content that engages
39% Lack of budget
38% Producing a variety of content
33% Inability to measure content effectiveness
26% Lack of integration across marketing
Top Challenges Content Marketers Face

10. (But it’s not as
easy as it looks.)

11. 1. Where’s the content?
2. Expanding your reach
3. Creating content calendar
4. Building your team
5. Measuring results
How to start

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Starting

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Expanding

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after:
Building the bench!

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after:
Content that SCALES

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3 Creating

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Informative and factual.
Borrows from book formats liberally:Headings, Block
Quotes, Sections.
Incorporates brevity.
Integrates images that resonate with the visitor.
Conversational and relates to your audience.
What does (good) Content look like?

30. Content Ideas

31. Content Ideas

32. Content Ideas

33. Content Ideas

34. Content Ideas

35. Content Search

36. Infrastructure

37. Price/Cost

38. Time

39. Flexibility

40. Capacity

42. Behind the Scenes

44. Pop Culture

46. Video

47. Unique and consistent

49. Visual thinking

51. Summer BuckIT Content List
• 12 blog posts
• 1,482 total views
• Most viewed blog post (306) – 8 Blogs, Books, Websites etc. to Add to
Your Summer Reading List
• 85 social messages
• Most clicked tweet (7) – “Do you know how to perform a proper
business review with your clients? ”

52. Trend spotting

54. Case studies

55. Client showcase

56. Be an expert

59. Create internal buzz

61. Shake it up!

62. 13 Security Flaws

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Building your
content cathedral

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4 Building

66. Steps to Consider
• MBOs
• Attention to Detail
• Investment
• “Traffic”
• “Repeat visitors”
• “Retweets and likes”
• “Search engine ranking”
• “Comments”
• “Leads and sales”
• “It depends”

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5 Measuring

70. Conversion Percentages – by Quarter
9.7%
8.4%
11.0%
10.2%
8.3%
8.7%
6.8%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
Lead Yield %

71. Quarterly Goals

72. MQL Trends – Evaluations & Demos

73. New Partner Trend

74. Our Blog Traffic Story
 Goal (increasing by 10% m-o-m) = 9,280
 93% reached in July (increased 2.7% m-o-m)

81. MSPedia Page - All

82. RMM Article Traffic - All

83. NOC Article Traffic - All

84. NOC Article Traffic - All

85. BDR Article Traffic - All

86. Last Interaction Before
Lead

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“I am very happy overall with –
not only the complete marketing shift –
but also the results.
But, like most CEOs, I live in a world of
discontent and would like things
to move faster.”
Michael George, my boss

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Stay organized.
Follow the news cycle
Publish your editorial calendar.
Hack your campaign for quicker results.
Remember remarketing and retargeting.
Five Tips

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