April’s Eloqua Road to Revenue Tour rolled into New York City with Bluewolf as sponsor - and once again gave marketing professionals the low-down on how to translate marketing programs into revenue. As always, there was great guidance on how to use content to drive the bottom line.

Make Your Blog Front and Center
When managing marketing content your blog should be at the center of your content delivery strategy. The central hub of a ‘content wheel’ as it were. Make it easy to find, navigate and sign up to the latest content.

Do you know which outside blogs – and bloggers – are influenced by and reacting to your content? You should be aware so you can invest in and maximize your online relationship. At Bluewolf, and as part of our Social Collaboration offering, we’re helping organizations leverage salesforce.com’s Radian6 solution to help marketing teams monitor their reach and how they are influencing either their prospects or their prospects’ influencers. Eloqua ‘guides’ on the tour: when you have traffic spikes around your content, think correlation not causation.

Make Your Content Un-Missable
What content really rocks it out? Here are some examples:

Eloqua freely shares information on its best-performing content. Both of its top content kings were released in June 2011 and still have longevity today:

1. The Content Grid builds on the previous years’ inaugural content marketing infographic and demonstrates that you can always evolve existing successful material for another bite at the content cherry.
2. And The Social Media ProBook was also a runaway success. Look at some of the metrics:

• >1k tweets on day one
• 25K views on SlideShare
• 82% of referred visits from the ProBook page were new to Eloqua.com
• 40+ press articles on the Social Media ProBook, including Forbes, within four weeks
• The normal daily blog subscription rate tripled.

Bluewolf’s top performing content is always that where we deliver real insight:

1. Our 2012 Salary Guide is consistently our most downloaded and referenced. Why? Because it’s based on real data from our IT Staffing practice that manages thousands of placements in contract and permanent positions each year. And mostly because it strikes a personal chord with our readers. In an ever-changing industry how do you know what your skills are worth? Or where you should consider re-training?
2. In second place, our Annual Technology Outlook also scores highly. It’s Bluewolf’s perspective on where IT dollars are being invested and where the market is going. And it’s hot.

Get Your Channel and Timing Right
What, how, when and to whom you channel your content is the key. Not all channels work for every audience segment (think breakfast briefing over white paper download for C-level). And a buyer’s content consumption changes throughout the sales cycle (think press articles early on and ROI proof points later in the sales cycle).

Profile and monitor your audience and listen to what their online and offline behavior is saying to you. When you understand your audience and understand their buying path, marketing automation helps translate their digital actions into actionable form - so you can deliver the most relevant content at the correct time, using the most appropriate channels.

Bluewolf’s Marketing Effectiveness consulting practice combines experience-based marketing strategy with industry-leading marketing automation technology. We also recently launched our Bluewolf Beyond for Marketing Automation post-go live solution that can enable you to have an on-demand team of experts that will help you innovate on your system for one low, easy-to-handle monthly plan. 

Related Posts: A Must-Have for Content Marketers, Marketing Automation: Are you A Have, A Have Not, or A Have Nearly?