STEP BY STEP GUIDE TO DEVELOP A SCALABLE CONTENT PROCESS

Transcription

1 STEP BY STEP GUIDE TO DEVELOP A SCALABLE CONTENT PROCESS This document will serve as a checklist and guide for a comprehensive workflow when creating content for Engagement Programs driven through Marketo. It covers everything from program and creation all the way through field communication and posting the content to your website. From a Marketo best practice standpoint, this guide shows you how to leverage the!universal Token concept by utilizing completely tokenized responsive landing pages and Smart Campaigns. Adherence to this guide ensures that all data is captured for Sales Insight in Salesforce.com, and provides a thorough outline of the actions required to ensure sales has access to new content and awareness that it exists as soon as it becomes available. 1

2 Required Materials Before we can even begin, let s set the table with what you ll need to get the most out of this guide: Token-driven Landing Page Templates Templates A Basic Understanding of Tokens Shockingly easy, right? If you re reading this guide, I m willing to bet you already have the first two, and probably already use tokens intermittently throughout your instance. What you ll need to do, though, is create some tokens at the highest level of wherever your content programs live. You can see what that looks like in our instance in the image below: WE DO NOT SOW I outline a sample set of tokens my team currently uses in step 5, but ultimately you can lay the groundwork for your own process with as few or many tokens as suits your unique needs. Just make sure these tokens are hard-coded into your landing page templates! 2

3 OurS is the F U RY HARNESSING THE POWER OF TOKENS IN YOUR INSTANCE Tokens form the backbone of any scalable content process. The main idea throughout this guide is that moving forward, rather than create new programs and edit individual assets like landing pages, all you have to do now is clone an existing program and update the tokens for your new content. Create a file structure that works for you. I like to house Articles, White Papers, Case Studies, and any other externally-facing content in a cleverly named!content folder that sits at the top of our Marketing Activities folder (immediately under the!universal folder). At the top-most level of this structure, go to the tokens tab and build out your tokenized infrastructure. Ensure that you code these tokens into your landing page templates! Check out this video for a quick overview on tokens 3

4 A video Demo IS COMI NG LIKE... SERIOUSLY. JUST BELOW THIS TEXT. Hey, no judgment; we all learn differently. The printed guide is visual, sure but if you re like me, sometimes it s just nice to have the reassurance of a tether when you re climbing a mountain. That s a metaphor. I don t climb. This video guide follows the exact process as outlined in the printed version that follows, but the idea here is that you can run this video in tandem to actually following the steps. Think of it like training wheels. Or an encore performance. Or hardcore, on-demand infotainment. In any case, I hope you find the below video tutorial to be a beneficial resource! 4

5 let it be written THE BOOK VERSION IS ALWAYS BETTER ANYWAY... Still with me? Righteous. If you re the kind of learner that thrives on written words and visual aids, then the pages that follow will not disappoint. The contents of this guide are all subjective; you might not use the same tokens, and you certainly won t have the same file or link structure (this was created in a sandbox, after all). However, these steps still describe a comprehensive approach to setting up repeatable content programs in Marketo, and serve as a great reference guide and/or checklist for anyone on your team! 1 CREATE!CONTENT PROGRAM Once tokens are accounted for, the first step in any workflow is to create a program for your content to live in. Creating individual programs for each piece of content in your library allows you to gauge its performance, track membership, and prove the ROI of each individual asset. Right-click on an existing program that is a similar content type to your new content (i.e., White paper, article, etc.) in the appropriate sub-folder and select Clone»» Write Top-Level Content Tokens here! Use standard naming conventions to name the new program. i.e., (Year)-(ContentType) (Asset Name). This is a whole separate topic, but consistent naming conventions are a really good idea! - This helps later on with reporting At this time, also ensure you ve uploaded all program assets to the Design Studio, like the final PDF, cover image, etc. 5

6 2 REVIEW PROGRAM TAGS You can see what tags are applied by clicking on the program, and navigating to the Setup tab. You can also drag in new tags from the menu on the right, just like you d add flow steps to a Smart Campaign. I use 3 main tags (your mileage may vary): Channel This will always be Content for my team. Content Type This refers to what type of content the program contains. It is generally either an Article, Case Study, or White Paper. Vertical Retail, Higher Ed, Healthcare, etc. 3 SET PROGRAM COSTS (also on the program s Setup Tab) If known, drag in period costs from the menu on the right. Enter the dollar amount for each line item that went into producing the content (i.e., Design Costs). Include any comments to clarify what the cost was for this also helps you keep an accurate budget! PROGRAM COSTS PROVE ROI! If you know the costs of any program in Marketo, you absolutely should add them. Don t be afraid of $0 costs, either; if these ever occur, you can still report on ROI. In fact, your programs won t show up in RCA if there isn t some kind of cost added in... so always include a figure, even if it s $0! 6

7 4 EDIT LANDING PAGE LINK For some reason, Marketo likes to append the name of your Landing Page onto the end of the URL when you clone a program. So the link follows the format of LandingPageName. That s not super user friendly and makes it look like a mistake, so I always fix it to make it something more memorable. Here s how you do it: Select the your Landing Page and then go to LANDING PAGE ACTIONS > URL TOOLS > EDIT URL SETTINGS Edit the URL to your standard naming convention: i.e., [YEAR]-[ASSET NAME] Check the radio button next to Throw away..., then click SAVE 7

8 5 EDIT TOKENS IN!CONTENT PROGRAM Back at the program level, select the My Tokens tab. If you added all your tokens to a higher level folder as shown in step 0, these will display here as Inherited Tokens. Once you write a new value to these, they become This is what I mean when I say Program Level KNOW WHAT TOKENS YOU NEED The below list of tokens is by no means comprehensive. You can implement as many or as few tokens as you like on your Landing Pages; it all depends on what you want to do. For example, if you wanted to use a thank you page and a follow up (I do), there s a couple extra tokens you could use. Just think of these as a little inspiration to get you started. TOKEN NAME {{my.content-asset_title}} {{my.content-asset_url}} {{my.content-lp_cta Text}} {{my.content-lp_canonical}} {{my.content-lp_content_image}} {{my.content-lp_description}} {{my.content-lp_superheadline}} {{my.content-lp_headline}} {{my.content-lp_subheadline}} {{my.content-lp_text}} {{my.content-lp_thumbnail}} DESCRIPTION Name of Content (This appears as the page s title for SEO and will display in the browser tab. You can also use this token to populate interesting moments.) Link to the PDF (NOTE: Do not include in the URL... When using tokens in links, you have to set it up like - Asset_URL}}) I use this to update button text. Interesting anecdote: clever CTAs can drive up to 20% higher conversion rates Paste in the full URL of the landing page, less?ref=source or any other URL tracking parameter. This tells search engines that this page is the original source of this content. Insert full URL to cover image (NOTE: include A multipurpose token, we use this in the download now that is sent after form submission, social media shares, and as a meta description for search engines. Briefly summarize the purpose of your content using appropriate keywords (note: this should be no longer than 144 characters... because Twitter.) This is the smaller superscript text over the main headline. This is the larger headline displayed in the body of the page. Ensure it aligns with your content and call to action. This is the headline that introduces the body text in ({{my.content - LP_Text}}). On-page description of content. Typically sourced from the body and edited. Paste the URL to the image to be used when someone shares via a social button (can be the same as {{my. Content - LP_Content_Image}}) {{my.social_fb-embed}} Paste the Embed Code for the Facebook Social Button here. See Page 6. {{my.social_tw-embed}} Paste the Embed Code for the Twitter Social Button here. See Page 6. {{my.social_li-embed}} Paste the Embed Code for the LinkedIn Social Button here. See Page 6. 8

9 6 PREVIEW & APPROVE FINAL LANDING PAGE Ensure that the rendered page looks correct, and that a form submission takes you to the proper piece of content or landing page. What, are you paying by click? Test the sweet bejeezus out of this thing! FULLY TOKENIZED RESPONSIVE LANDING PAGE Universal - Company Logo LP_Background LP_Superheadline LP_CTA Text LP_Headline LP - Content_Image LP_Subheadline LP - Form_Title LP_Text LP_CTA Text Social_LI-Embed Social_FB-Embed Social_Tw-Embed DON T GET COCKY, KID! Remember that to test, you ll need to activate any linked Smart Campaigns. I also recommend that you filter out any submissions from your own domain this way, internal activity won t skew your reporting. Then, actually test your landing page by filling out the form, and make sure any follow up actions occur, such as a thank you page and/or a follow-up . I generally advise doing that versus sending them directly on to the content, as this extra step ensures leads give you a valid address. There s a lot of opinions on that subject, so experiment and see what works for you! 9

10 7 UPDATE SOCIAL BUTTONS (optional add-on Social Boost ) You can embed social sharing buttons onto your landing pages that make it really easy for users to share your content. I train our sales team to use these as often as they hear about new content, because with absolutely zero brainpower and about 5 clicks, they can share a carefully crafted post that you ve created for them... and we ve seen quite a few extra leads that we otherwise may not have reached trickle into our funnel as a result! If you ve already used these in a previous program, great! Just move on to the next step. Otherwise, you ll have to create new buttons. The interface is kind of like a form editor, so it should seem familiar. Click on Edit Draft Select Advanced Options from the menu on the left. Edit the Share URL to be your new landing page, plus the appropriate query string (if you re tracking conversions by source. Pro Tip: It s easy to do that with a smart list that triggers off Filled Out Form with Webpage and Query String as constraints. Click Finish, then Approve & Close» 10

11 7 UPDATE SOCIAL BUTTONS (continued) From the main social button dashboard, select Social Button Actions, then Embed Code. Copy the Body Code from the resulting pop-up window. Go back to your program s tokens, and paste this body code in the appropriate token: {{my.social_fb-embed}} {{my.social_tw-embed}} {{my.social_li-embed}} Repeat the above steps for the other two social buttons. (if applicable) On your landing page, test that each share links back to the correct landing page, and that the right query string appears in the link (i.e., shares from facebook link to [url]/[landing Page]?ref=facebook ) FOR EXAMPLE: COUNTERPOINT You could get by with only one social button for all three networks. All you d be giving up is the ability to separate how each one is performing. Spoiler: LinkedIn is the best for B2Bs. Always. 11

12 8 REVIEW SMART CAMPAIGN You should ve already turned this on when you were testing your landing page. Now, we re just doing some due diligence in making sure all relevant flow steps are all referencing the right program. When you clone whole programs, everything should update. If you clone single assets in, like a Smart Campaign, they ll still be referencing their program of origin. Within the asset s program, select the Smart Campaign. On the Smart List tab, ensure that the Form Name is correct, and the Web Page is the name of your landing page. (Marketo pre-appends the program name) On the Flow tab, ensure that all references to a program in all flow steps show your content program s name. In the case of Interesting Moment, double-check that you ve entered the token properly in the My Tokens tab. Finally, go to the Schedule tab and activate your Smart Campaign. 12

13 9 CREATE (finally!) In your Nurturing Campaigns folder, navigate to your engagement stream program, then right-click on the folder, then select New Local Asset > 10 BUILD & WRITE Your design is going to vary quite a bit here. Regardless of what your looks like, though, ensure that you ve provided enough clear & compelling CTAs, and use your revised Landing Page link.!important Have you ever considered adding query strings to your s? I like to be able to find out what percentage of leads came from an versus our website versus an ad, etc... Query strings allow you to do that. Just append something basic, like?ref= , to the end of your URL. You can have a Smart List in the content program filtering for Filled Out Form, Webpage was X, Query String Contains Y. Alternatively, UTM tags offer an even more robust method, and can help you monitor campaigns and prove ROI with Google Analytics. FOR EXAMPLE: 13

14 11 SCHEDULE IN ENGAGEMENT PROGRAM Click on your Engagement Program and go to the Streams tab. Drag your new into the Stream and right-click it. Select Activate. Your is now scheduled to send at the next cadence interval set for your stream. Congratulations! Your next in your engagement program will send at the appointed time, and is all buttoned up for reporting!! You can always adjust the cadence by clicking on the description at the top of the stream. Remember that 1st Cast will override any date cadence you set, and send on that day & time! 12 CREATE A NEW TEMPLATE FOR SFDC (Sales Insight Users) Sales Insight Users can make any of their s available for the sales team to use via the Sales Insights dashboard in Salesforce. We use this as another way for our sales consultants to be engaged in the marketing process, as well as to see what s new. Bonus points for being able to track any s they send. To make an availabe in Sales Insight, simply: Select your , right-click and select Clone. Under Program, Select [whatever folder you ve synced to Sales Insight], and name your the way you want consultants to see it. Check the Open in editor box.» 14

15 13 CUSTOMIZE YOUR FOR SALES USE In the editor, select Edit Settings at the top. Check the box Publish to Marketo Sales Insight. This will ensure that your pulls through to Sales Insight. Edit the From Name, From , and Reply-To fields with the below tokens (this will make the s appear to come directly from the rep, and send any replies back to them automatically): FROM NAME: FROM REPLY-TO: {{lead.lead Owner First Name:default=Your Company}} {{lead.lead Owner Last Name:default=Name}} {{lead.lead Owner {{lead.lead Owner Finally, drag the to the proper subfolder of the Written s folder and approve it. CHANGE TO TOKENS NOTE Your tokens might be (RE: probably are) slightly different! You may not have the field Lead Owner in your instance of Salesforce/Marketo. But odds are, you have something similar... so use your imagination if applicable. 15

16 14 SEND A NOTIFICATION TO THE SALES TEAM Utilize the text below (or similar) to send an to the entire sales force to let them know this content is now available for use. NOTE: Include instructions for how to send s through SFDC for bonus points. I include a PDF guide and video tutorials. Sales Team, Last week, we launched a new (content type) called ( Content Name ). See attached for a copy of the that went out to our (stream name) nurturing stream and click the link to download a PDF of the article. We have had (X number) leads & contacts download this article so far. Send this article to a lead/contact through Salesforce You can send any of our content directly to your leads or contacts via a Salesforce Marketo . The will look like it s comings from you, and you will get the replies. The attached guide walks you through how to do this step-by-step, and even shows you how to add new leads or contacts to a program so they will get our s moving forward. If you have any questions, please feel free to reach out to a member of the marketing team. You can find this template under SFDC Program Name -> Subfolder -> Subfolder -> Asset Title HONOR YOUR CONTRIBUTORS If a sales consultant, executive, or other colleague helped you create a piece of content, do the right thing: thank them. Preferably publically, and with something tangible. This small gesture helps create a positive culture around the content process and in my experience has made people more likely to help in the future. Send them an like the below, but feel free to be creative here. Everyone loves swag; we send hand tools because we, um... Know a guy. (STANLEY Tools) Hi (name), I wanted to send you a quick note just to say thank you. Your insight about (topic) was critical to creating our latest , (asset title) for our (engagement program) stream. I ve attached a copy of this here for your reference, but the real purpose for this is to let you know that we ll be sending you a token of our appreciation. You re helping the entire sales force fill their toolboxes with great new sales tools, so filling your literal toolbox is the least we can do! Keep an eye on your mailbox! Thank you, 16

17 15 ADD THE LANDING PAGE TO THE WEBSITE Your mileage is REALLY going to vary here, depending on what CMS you use and what capabilities you have to add new content to your website. You could embed forms on your site, but I think it s better to get more tread out of your landing pages. The steps below outline the process I created for my team in Wordpress (using the YOAST plugin), but the fundamentals apply broadly. TL;DR Create a page, 303 redirect it to your landing page, use query strings, make sure this appears in a blog-style feed somewhere on your site that gets a lot of visibility. Copy your Landing Page Link Login to Wordpress. On the Dashboard, go to New > Article/Post/Page/etc. Copy the title of your content, as well as the body of your into the editor. (This ensures that a description of the content is displayed on the Articles Feed). Scroll down to WordPress SEO by Yoast. Click on the Advanced tab, and paste your landing page URL into Canonical URL as well as 301 Redirect. ON REDIRECTION... For the redirect, add?ref=yourwebsite to the end of the URL. For Example, Set a Featured Image for the post by uploading a cover image of your tent (lower right of editor), and click PUBLISH. Go to the Articles Page on our website (under Resources), and test that the Featured Image displays properly and clicking the link sends you to your landing page. 17

18 16 POST TO SOCIAL MEDIA Send an to your social media owner with the landing page link. If you set up the social buttons correctly, they will be able to share simply by clicking the appropriate social button and posting directly to your various social media channels. 17 UPDATE GOOGLE DOCS SPREADSHEET INFO I STRONGLY suggest you create a Google Doc that your team can keep updated with all your new content. I prefer Google Docs because it prevents any kind of version control issues you may run into moving forward. This enables you to get a quick look at what content you have available, where it s been used, and when. This provides you with a checklist of sorts for example, you ll be able to quickly tell what content has been sent via , shared via social media, and/or posted to your website. Enforcing internal compliance is key. Each member of our team also has their own personalized tab that shows what programs they worked on that month. This enables you as a manager to see a brief snapshot of what they accomplished last month, what they re working on this month, and what they re planning for next month. This kind of organization helps you prevent gaps in your content marketing efforts, and keep your entire team on course to deliver fresh content at your regular cadence. 18