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28.03.2015
Revenue-focused consulting for B2B SaaS startups who target marketers, salespeople, or developers. I feel that a lot of content marketing is written in short, bite-sized articles – and many of them are fluff.
We have no budget for a sales team, no budget for advertising, 6 months to prove that we can get traction, and a mailing list of about 1200 people (including the 1000 fresh contacts that we just got from scanning badges at the JavaOne conference a few days before).
We started by writing one piece of content at a time, and later got better at planning and strategy.
Content Marketing Institute: There is no “template” for [documenting] a content marketing strategy, because how much and in what format you need to document your strategy is unique to your business. What is a Content Marketing Strategy and how does it relate to an Inbound Marketing Strategy?
What is a Content Marketing Strategy, and how does it relate to an Inbound Marketing Strategy?
Although their bit.ly link doesn’t seem to work anymore, the Content Marketing Institute created this great infographic to clearly demonstrate the Customer Life Cycle, and the difference between Inbound Lead Generation (often shortened to #Inbound), and Content Marketing as a whole.
Deciding on your goals is the most important part of this process, so that’s where we start.
There are a lot of benefits from building a successful content marketing strategy, but don’t get distracted by the buzz.
Today, let’s discuss the metrics, and save the analytics and tooling that help you track them for another day. Revenue (ARR or MRR) originating from content – Although there are many goals for content marketing, I believe that at your stage of startup, you want to get to your repeatable, scalable business model as soon as possible, then optimize it. Conversion rate from Visitor to Marketing Qualified Lead (%) – Your visitors sign up for something, and give you their contact information. Conversion rate to Sales Qualified Lead (%) – score each lead, based on behavior, and decide what warrants hand-off to the sales department (or, if you don’t use a sales team, then decide what warrants triggering more sales-focused email campaigns).
Your marketing team should be able to track and dashboard each of these metrics, for your program as a whole, and segmented by visitor source, lead source, and campaign – as needed. Now that you know what you want to achieve, the next logical step is to ask: Who will we work with to achieve it?
This article was posted in Content Marketing, Strategy and thought process and tagged ARR, ASP, Average Sales Price, Average Selling Price, Chief Content Officer, Churn, cmo, content marketing, content marketing plan, content marketing strategy, Conversion Rates, demand generation, DemandGen, Director of Content, early stage, eloqua, growth stage, hubspot, inbound marketing, inbound marketing strategy, marketing automation, Marketing Director, Marketing Qualified Lead, marketo, MQL, MRR, oracle, Qualified Lead Velocity Rate, SaaS, Sales Qualified Lead, SQL, startup, strategy, Unique New Visitors, Unique Visitors, VP Content, VP Marketing.
A pretty brainy nerdy young woman in glasses holds an outsize chess piece in her hand against a black and white chessboard backdrop advocating intelligent marketing with prior planning and strategy.
Job Search Solution: There is no better solidifier than offering a potential employer a testimonial. You have nothing to lose and everything to gain by creating your PURL (personal URL) or web site. Subscribe to our NewsletterJoin 103,000+ readers and receive daily career tips in your Inbox! The first thing you must do in order to increase your marketing success concerns opt in list building. One of the best tools to help you grow your opt-in list is to make certain that you have an opt-in section on each page of your website. External links might take them to a different page and social networking tools like StumbleUpon are notorious for taking visitors deep within sites. Therefore, having an opt-in list option on every page will increase the likelihood that someone will choose to sign up for your mailing list. Forming alliances with complementary businesses online and offline can also help you build that email list. Another of the top email marketing tactics is to use PPC campaigns to draw visitors to your page, where your opt-in is displayed quite prominently. This will help you generate targeted traffic, capture additional visitors and entice them to opt into your mailing list. Using the tips provided above, you can develop a viable, profitable, dynamic email marketing strategy.
Fastest Ways to Increase Page Rank (PR) : Let's face it, you need to increase page rank for your website! 5 Most Profitable Products to Sell on eBay : eBay is a great platform of making money online.
Ten Effective Ways to Make Money on eBay Without Selling Anything : The prospect of working from home is, of course, always an attractive one. Nelson on Fastest Ways to Increase Page Rank (PR): Wow, these are great info for us to know more about seo. Adley on Money Making Ideas – They’re All Around You: Making money online has unlimited potential.


Jimto on Fastest Ways to Increase Page Rank (PR): How to increase pagerank has also been my focus for several months now. Jimto on 6 New Ways to Make Money Online For Free: These are some of the unique ways to make money online if I may add.
Going global with a business is one of the best ways to strengthen a brand by giving it more leverage internationally, along with higher profit margins. In order to be successful at localization, companies must consider alliances with local partners who can seamlessly tie the company’s brand message into the local culture.
Localization can not only help a company convey their brand image and message across cultures to gain a profit, but with proper planning, can help a company save both time and money when planning to market their product or service abroad. Lastly, here are a few advertisements displaying the same Coca-Cola ad in different languages and cultures. The evidence that Google has shifted its algorithm to award content production is growing putting a premium on content marketing. We can wait until we have a strategy in place, or we can wait for someone else, but, the biggest key, is, to start. Make sure that you improve your writing, but it doesn’t have to be great, just relevant. Brian Clark from Copyblogger Media published an infographic on The Ten Steps to Writing Better. The mission of grafixCat media is to help professionals build trust, establish authority and capture leads using content marketing. If you bookmark or share anything about building a Content Marketing Strategy or Inbound Marketing Plan this year, then I hope this series will be included.
I have just recommended that we switch from a permanent licensing model (customers pay once, get free upgrades for life) to a subscription model (#bestDecisionEver). This series will take everything I’ve learned from that startup and in the 2 years since then – so that you can benefit from it and improve upon it. Take the example templates we post at the end of this series and use them to inspire your own.
I’ll describe some of the goals you can achieve with content marketing later, but for me, since I primarily work with early and growth stage startups, our goal is to a) create a scalable and repeatable business model, or b) optimize the model, processes, and teams that execute on it. Content marketing can be an effective strategy to help show that our model works: predictably and repeatedly.
Inbound Marketing is focused on attracting visitors to your online presence, converting them into Marketing Qualified Leads (MQLs) and using Lead Nurturing techniques to help convert them into Sales Qualified Leads (SQLs), before handing them off to your sales department. If you can track revenue back to the content that attracted the lead – then you’re doing your job.
He specializes in taking early and growth stage B2B SaaS startups to profitability, and building the foundation for scaling revenue growth.How does David think?
Yes most of us just wondered that what are the best methods to implement for better revenue? I find one good way to focus on your audience is to create highly descriptive Personas, and then think about how those personas go through the Buyers Journey on the way to making a purchase from you. For example, if you are networking on LinkedIn, maximize your visibility by showering your summary and profile with keywords. When I have helped outgoing military members who are transitioning to the civilian world, (based on my personal and professional affiliation to the military), I have suggested they use their PER’s or Performance Evaluation Reports for resume writing and interview preparation. However, without the right tools and the right strategies, that list might never grow to its full potential. Obviously, the best option is to use addresses generated through an opt-in form on your website.
For instance, provide something of value to your readers available only through your newsletter or other material obtained by signing up through your opt-in. Do not make the opt-in the sole focus of the landing page, but it should have a definite presence on the page and should not be easily overlooked.
In addition, it will result in only targeted email addresses, which offers significant benefits over using paid email lists filled with consumers who may or may not care anything about what you have to offer.
The key in this partnership is to effectively resonate the brand’s message with the local target market, while maintaining consistency in company image and values, no matter where the company is marketing.
Companies must plan ahead by thinking of localization first, before creating their ad, rather than creating an ad in their native language and attempting to translate it into other languages after.
Each ad has children of a certain cultural background (based on the country of the advertisement) singing about joy and happiness, and the ad highlights different crises and troubles that are happening within the specific country, i.e. It’s amazing how one product can be marketed in so many different ways, and all sell the same product! There are still strategies we need to know, but one of the best, if not the bestt, is simply to start.


After this series, you should be able to build an excellent content marketing strategy, inbound strategy, framework, and plan – and have a pocket full of tips on how to execute them successfully.
I plan to save you months of article-reading, and take you right to the nourishing oasis in the barren desert (after all, who can survive on fluff?). I have a revenue target, which, if I hit it for 3 consecutive months, gets me a nice bonus package, and gives me credibility with the founders and investors. For an organic sales model, (one which doesn’t use a sales team), you would extend lead nurturing right through the buying process – providing the right content (often using email marketing) to guide your lead to make a purchase on their own.
For insight, Marketo’s Maria Pergolino gives four tips in What the CEO needs from Marketing. As your program and your company grows, the sheer number of metrics you can track will grow – but focus on those in the next section, and you’ll do fine. If your % of new visitors is really high, then it’s a sign that you are launching for the first time, or people purchase on their first visit. Jason Lemkin (who sold EchoSign to Adobe) describes this as a better metric than sales for predicting future growth. We should keep our audience in our mind that what is their requirement and why they should click on our link, because it is very essential for us. Ask questions, share resources, and swallow your pride by asking for advice on how trump up your digital marketing activities. Likewise, civilians can use their exemplary performance evaluations to be highlighted in their profiles and resumes. In addition, not everyone who opts into your list will respond favorably to what you offer.
This can be a very effective option for both parties and costs nothing to implement, which is always a plus. Perhaps you will offer exclusive coupons or discounts, or valuable information not found elsewhere (What it is does not truly matter, so long as it is of value to your readers). In doing so, a company must have a strategy for multilingual content marketing ahead of time in order to seize valuable opportunities in emerging markets. Not only is this ineffective, it costs more time and money and a company is more susceptible to the pitfalls of localization. Nothing happened, really, when I started (at seemed), but, nothing was going to happen unless I started. I’ll even share links to all the valuable templates that I can find, including some of my own, so that you can get a jump-start on your work. Additionally it proves that our tool, the freshly released JRebel 2.0, is able to get traction in the marketplace.
Inbound marketing is an important subset of Content Marketing, but if you’re interested in minimizing churn and increasing the virality of your product through word of mouth, then you want to retain your customers and turn them into vocal evangelists. At the end of the day, you should track your effectiveness by the amount of revenue your program originated. If you tweet or comment on something regarding a potential employer, you may show up prominently in a Google Alert. Why not increase your accessibility to jobs by signing up for job alerts on your iPhone, Blackberry or mobile phone. Martin is a bilingual career coach who specializes in dealing with the unemployed, military members, and aspiring entrepreneurs. You also need to make sure that you welcome each new subscriber the right way, and manage that new relationship after your initial contact. Each country’s webpage was localized with popular, local celebrities and culture, though every page still conveyed the same Coca-Cola brand message and image. Additionally, doing this can hurt a brand’s image almost instantaneously and may also result in lost promotional opportunities in a new market. If you use a SaaS pricing model, then it makes sense to do this with Monthly Recurring Revenue as well.
The instant a recruiter or employer posts an opportunity, you’ll be alerted on your mobile. With the current unemployment statistics  you cannot afford to dismiss the notion of constantly revamping your digital marketing efforts. This requires companies to pay very close attention to cultural norms and nuances in order to convey their brand message appropriately and market their products or services effectively. Taking the right steps to insuring that a brand is culturally relevant will give a company quicker success internationally and a better chance of gaining (and maintaining) loyal customers in a different culture’s market.



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