Content marketing is more about strategy, than the piece of content itself. In these 5 examples of amazing content marketing, Mathew explains why high performing contnet marketings prevail, and how you can too.

1. By Mathew
Sweezey
@msweezey

2. @msweezey
ABOUT ME
Mathew Sweezey
Principal of Marketing Insights
Salesforce
Author of
• Marketing Automation for
Dummies (2013)
• Context Revolution (2017)

3. WHITE
PAPER
STRATEGY
EXECUTION
DISTRIBUTION
FOLLOW UP
SOCIAL
EMAIL
DELIVERY TECHNOLOGY TACTICS
CONTENT CONTENT MARKETING
WEBINAR
SOCIAL
POST
BLOG
POST
ONE
PAGER
PITCH
DECK

4. High and low performers use the
same tactics, but high performers
see 2x-3x the value.
“ @msweezey

5. High performers
New research to show what a high performer is
New research on

6. who
@msweezey

7. WHAT IS A HIGH PERFOMER
@msweezey
THOSE BUSINESSES WHO
COMPARE THEIR OVERALL
BUSINESS PERFOMRMANCE
MUCH STRONGER THAN
THEIR DIRECT COMPETITION.

8. HIGH PERFOMERERS HAVE BETTER OUTCOMES
@msweezey
Underperformers
19%
High performers
19%
Moderate performers
62%
are “slightly or not at all satisfied”
with the current outcomes
realized as a direct result of their
company’s marketing investment
are “extremely satisfied” with the
current outcomes realized as a
direct result of their company’s
marketing investment
are “very or moderately satisfied”
with the current outcomes
realized as a direct result of their
company’s marketing investment

9. EXECUTIVE BUY IN
HIGH PERFORMERS HAVE A DIFFERENT KIND OF BUY IN FROM THEIR EXECUTIVES
NUMBRER ONE TRAIT

10. 82%OFHIGH
PERFORMERSHAVE
FULLEXECUTIVEBUYIN
@msweezey

11. They must buy into a new idea of
marketing. Not just that they need
more marketing.“ @msweezey

12. human
centered
GET PAST THE IDEA
THAT YOUR
DEMOGRAPHIC WILL
ONLY ACCEPT STIFF,
AND BORING.

13. TAULIA SAID
F^CK IT!
THEY SELL TO THE CFO’S OF FORTUNE 50 COMPANIES.
@msweezey

14. Compare
campaignsConversions: Taulia displayed a form at the end of
each video, both ones with humor and ones with out.
They are able to show the conversions the increase
reach is able to drive. In their case 67% of all
video’s using comedy drove a form completion at the
end of the video.
T I P S F O R E X E C S U P P O R T

15. Track
influence45% of all customers have watched 1 video,
a n d t h e y h av e i n f l u e n c e d o v e r
$100 million dollars in pipeline.
T I P S F O R E X E C S U P P O R T

16. Results:
It has driven a 28% increase in
website visits and 25% more
completed “Contact Us” forms.
@msweezey

17. Sidebenefit:
Taulia's marketing is 4 years old
with 12 team members. They have
had zero voluntary turn over
during that time.
@msweezey

18. ADVICE FROM TAULIA ON USING HUMOR
DON’T NAME YOUR FIRST
CAMAIGN “F’CK IT”
@msweezey

19. budgetsThis has a ton to do with what you can do
Dollar, dollar bills, y’all

20. Where are high performing budgets going
@msweezey
With out executive buy in
there is no way you will
have a best in class
budget.
70%
39%
59%
39%
39%
Digital Marketing Spend
Traditional Marketing
Spend
Marketing tools and
technology
Marketing consulting
Marketing headcount
Increase in Spending

21. Maintain
branding
15% headcount
80% programs
5 % tech + other
2-6% GR
Average
budget
Fast
growth
25% Headcount
65% programs
10% tech + other
7-12% GR
30% headcount
60% programs
10% tech + other
13-30% PR*Gross revenue *Gross revenue *Projected revenue

22. How to go from established
to market leader
exacttarget
Cmo, TIM KOPP

23. Step1:
Double the budget to pay
for new mega marketing
hits, sff & connections.
@msweezey

26. Results:
• 100k+ downloads.
• Contentmarketingprogramof
theyear2012/2013-cmi
@msweezey

28. CNX16’Results:
5k+ marketers joined us
75k+watcheditliveonline
$200M+pipelineinfluenced
@msweezey

29. technologyWhat are the high performers using
All the cool toys

30. High
performers
use12
Toolson
average
@msweezey

31. @msweezey
56%
57%
61%
48%
49%
51%
28%
21%
18%
18%
21%
17%
12%
5%
4%
5%
11%
4%
Marketing analytics
Web personalization
Emerging technology (e.g., wearables, IoT)
Social listening tools
Marketing automation
Guided selling
Percentage who currently use extensively
High Performers
Moderate Performers
Underperformers

32. High performers are 19x more likely
to be able to create a single
customer view.
“ @msweezey

33. abm:
52% of high performers use abm,
where only 6% of
underperformers use it.
@msweezey

34. Webpersonalization:
57% of high performers use web
personalization, where only 5%
of underperformers use it.
@msweezey

35. They use ABM to change the
headline and the image to
match to different target
industries.
They use
Marketing
Automation to
nurture each
persons interest
They use high end analytics
to track the website
overall performance.

36. NEWOPPSWITH
1/6OF THEIR
TARGETACCOUNTS
IN5MONTHS=
$47Minpipeline

37. agile productionAgile is more than just a buzz word
The modern building process

38. Of marketers say
it takes 2-5 weeks
to create a piece
of content.
42%
Of marketers say it
takes more than 7
weeks to create a
piece of content.
1/3
1 hGp://www.techvalidate.com/blog/2013-content-markeXng-
research-Xme-spent-creaXng-content-2892

39. 52%OFHIGH
PERFORMERSuseagile
methods.
@msweezey

40. Agile is the modern
production method.“ @msweezey
(speaking note: drop the mic here)

41. Agilestructure
&Agileprocess*These can operate independent of each other

42. Capital
oneThey went from 0 to the
10th largest bank in the us
In just 25 years. They did this
By being a tech first company.
W h at ’ s i n y o u r w a l l e t ?

43. Itbeganwith
anidea….....If agile works in every other department where we have waterfall like
processes could it be used in marketing as well to improve production?
BUSINESS GOAL : BE MORE ADAPTAIVE AS A CULTURE

44. We burned the boats, there is
no going back.“ @msweezey
Executive management at capital one on move to agile in marketing department

45. HowtheydiditThey created 12 pods in a team of 140 marketers. They only converted
workflows and teams which easily fit into an agile framework. This was
about 1/3 of the total 140.
They had 2 people in charge of the test who were from the IT side who were
familiar with agile and basic marketing ideas. They were there to help set
up the structure and ensure success of the program.

46. @msweezey
AGILEStructure
PODS PODS PODS PODS
SHARED RESOURCES
ACCOUNTABLE EXECUTIVE ACCOUNTABLE EXECUTIVE

47. @msweezey
PODMAKEUP
COPY
WRITER
ART
DIRECTOR
COODINATOR
GRAPHIC
ARTIST
BUSINESS ANALYST / DATA ANALYST
PRODUCT OWNER / PRODUCT MANAGER

48. @msweezey
AGILEPROCESS
1. BUSINESS GOAL – AE
2. OUTLINE THE PLAN - PM/PO
3. PUT ON BACKLOG – PM/PO
4. BREAK UP TASKS / SET COMMITS- POD
5. FINISH Sprint DO ‘RETROSPECTIVE’ – POD
6. Constantly MEASURE – BA
7. RE SET BACKLOG BASED ON DATA – BA/PO
WANT TO READ MORE ON AGILE PROCESS:
hGp://www.slideshare.net/MathewSweezey/the-x-factor-the-
secret-to-beGer-content-markeXng

49. IT FUNDAMENTALY CHANGED THE
WAY WE GO TO MARKET.“ @msweezey
HIGHEST OUTPUT PER UNIT OF WORK / CHANGED HOW THEY THINK & ACT / BETTER OUTCOMES

50. TacticsAgile is more than just a buzz word
The modern building process

51. social
media
marketing
This is how to use
social to smash it
and drive serious
lead gen.

52. Organic reach on social
media is 2-4%. This is
because they are now a
pay to play model. $$
@msweezey

53. Volvo Construction
dealers sell $100
million dollars
worth of new and
used equipment each
yearwith Facebook.

54. @msweezey
PaidSOCIAL+email
YOUR EMAIL
DATABASE
UPLOAD TO
FACEBOOK/
TWITTER
DISPLAY ADS
TO THOSE
EMAILS +
LOOK-A-LIKES

55. WHEN A SOCIAL AD AND EMAIL ARE
BOTH SENT TO A PERSON THE TOTAL
NET EFFECT IS A 22% INCREASE IN
ENGAGEMENT OVER EITHER BY
THEMSELVES
22
@msweezey
P E R C E N T

56. Dynamic
Content
Delivery
THIS IS ONE OF THE
BEST WAYS TO
INCREASE
ENGAGEMENT WITH
OUT CREATING MORE
CONTENT.

57. We looked at 1 million
visitor sessions across
hundreds of sites, the
Average page views per
session
1.7
@msweezey

58. Zero click site
DEMANDBASE SAW LEAD FLOW
INCRASE BY 400% WHEN THEY
DYNAMICALLY CHANED THE
CONTENT BASED ON IP
ADDRESSES OF VISITORS.
@msweezey

59. NURTURING
IS’NTEMAIL
MARKETING
THIS IS ONE OF THE
BEST WAYS TO
INCREASE
ENGAGEMENT WITH
OUT CREATING MORE
CONTENT.

60. INCREASED
Leadflow
BY16x
@msweezey

61. LEAD GEN NURTURING’S REAL GOAL
MOVE TO NEXT STAGE
Y O U C A N ’ T M A K E S O M E O N E B E S A L E S R E A D Y
@msweezey

62. Example
The first call to
action is relevant to
them at the moment.
Secondary call to
action is for the
next stage in the
buying cycle.
John,
I thought you’d like these 10 tips on nurturing. It was written by
Trulia, one of our clients.
Also if you’re looking for some research reports on marketing
automation here’s the Gartner Magic Quadrant.
Best,
Mathew
@msweezey

63. modern email Design
STOP HTML
It doesn’t belong in nurturing emails, and let me prove to you why
@msweezey

64. Our job isn’t to be pretty. It’s
to be effective.“ @msweezey

65. RICHTEXT isauthentic
I can not hand code HTML
and never have. So if I sign
an email which is fully
formatted HTML it’s
obviously an automated
email.
RICH TEXT is how humans
write emails to each other.
Short, to the point, and with
out formatting.
John,
I didn’t know if you follow @jaybaer. He’s talking a lot about
content these days. Check him out!
best,
Mat
@msweezey

66. 15th largest bank
In the UNITED STATES
DID A SIDE BY SIDE
with HTML v RICH ->
INCREASED
ENGAGEMENT
BY4x
@msweezey

67. Outside
Thecontent
box
THIS IS ONE OF THE
BEST WAYS TO
INCREASE
ENGAGEMENT WITH
OUT CREATING MORE
CONTENT.

70. @msweezey
Help them
grow their
network. This
is one of the
things they
find value in.

71. conclusions• Get your executive team to buy into the new idea of marketing, or find a new job.
• Creating a better team with agile work flows, and creative freedom will keep your
best people.
• Agile is the only way to keep up with the content demands of the modern
marketing world.
• You don’t have a content problem, you have a distribution problem.
• Tactics are more than just channels.
• Be human at all costs. Your customers demand it.

72. @msweezey
Mathew sweezey
THANKYOU