What a whirlwind Dreamforce has been! Both the days and nights have been jam-packed with learning, networking, and having fun. Last night was the legendary Salesforce Gala which featured Red Hot Chili Peppers. What an amazing concert and a HUGE a crowd. Marketo’s Thursday session shares more than just best practices as Jon Miller, VP of Marketing Content and Strategy at Marketo, and Brian Clark, CEO of Copyblogger Media share how both companies have become pioneers in 2 very hot topics–content marketing and social media.
Jon sets the stage by saying that before there was information scarcity (the buyer had to get most of their information from sales), now with the explosion of the internet there is information abundance. Jon makes some interesting points, including a famous quote by Eric Schmidt: “every 2 days we create as much information as we did from the dawn of civilization until 2003”. And it is social that has helped create even more sources of information.
With inbound marketing, companies must now build their own audience and attract their own attention. Marketing needs to become like a publisher to create their own audience and grab the attention to break through all of that noise.
And what should be the cornerstone of your marketing? Content! Now Brian is ready to take over the presentation to teach his 7A Framework for Effective Content Marketing. Brian explains to the audience that content begins the sales experience without anyone feeling sold, because your audience feels like they are learning something from you. Content is more subtle and cost effective.
And without further ado, Brian’s 7A Framework to map out your content marketing strategy:
- Agile: This is really a mindset. We live in a real-time environment and things change constantly. Develop an initial strategy and then iterate based off of audience reactions.
- Authentic: Do research to find the authentic story that a market segment wants to hear. Guide them on a journey that ultimately results in them becoming a client.
- Attention: This is the heart of the agile content marketing approach as you’re discovering in real-time what works, what doesn’t, and what to try next. Headlines and hooks are key here.
- Audience: Determine who your audience is and what drives them. Your audience starts building itself and gives you constant feedback through social and content sharing.
- Authority: The centerpiece of your strategy! You are growing your audience, and instead of making self-serving statements about your expertise THEY are proclaiming your authority. Additionally, you have started to learn insights into their desired products and services.
- Action: Now you are ready to take action based on what you have learned from your audience.
- Acceleration: Time to enjoy the advantage you have earned by building an audience and a media asset first. Many opportunities will begin to arise!
Brian talks about Joseph Campbell’s mono-myth–the hero’s journey. Let your audience be the hero and send them on a journey. You need to find where they are and help them get where they want to be. Your prospect is Luke Skywalker and he needs Obi Wan’s help (your content). And then he can go to Yoda–your product–for the final solution and end to his journey.
Great stuff! And especially useful for a content marketer like myself. OK, now back to Jon who continues by saying that content marketing is the Ying to Social’s Yang–you need content to feed the beast. Social marketing allows you to build a relationship with qualified prospects in an informal, personable, and low-pressure way. Social is a huge part of Marketo’s marketing strategy and here is a detailed look inside Marketo’s actual social ROI numbers–the “money slide” if you will:
Pretty impressive. Jon also brings up the point that you want to make sure you are always thinking of peer-to-peer sharing in all of your social marketing campaigns. He points out that the paid ads might not have a high ROI because the messaging is more company-to-buyer, versus peer-to-peer. Only 33% of people trust what companies say about themselves online, while 92% believe what their peers have to say. He also points out that you should make sure you are keeping track of your influencers and those that are sharing your content. Give them extra love!
Really great session with lots of valuable best practices. Here are a few more key takeaways to note:
- Know your audience and put your message out there
- Adapt and conquer!
- Think like a media company
- Optimize Facebook EdgeRank to nurture relationships socially
- Authentic social interaction drives ROI
- Leverage peer-to-peer influence to give every campaign a social boost
- Most leads are not “ready-to-dance”–nurture relationships over time.
- To measure ROI of social you need to track all interactions with an account
And of course our great visual note-taker was hard at work during the session:
What have been some of your favorite moments from Dreamforce 2012 so far? We would love to hear from you!