The promise of content marketing is that all that’s needed to provide value is creating high-quality material that gets noticed. The material then does all the pre-selling for you so your company closes more deals with greater efficiency.
No need for cold calls, pushy sales tactics, or throwing money at direct mail.
But the question since the beginning has always been, “does it ROI?”
According to Karen Thomas-Smith, VP Provider Marketing and Reference Management at healthcare giant Optum, it absolutely does. She led a team in a pilot program at Optum that completely turned the company’s traditional campaign-based strategy on its head.
“We literally flipped all the roles on their side,” she said.
“We don’t even want to talk about campaigns. We want to first look at a list of all the content, all the topics we need to be talking about, then build a campaign.”
It worked. Swimmingly.
Thomas-Smith’s strategy generated $51 for every $1 spent on her pilot program, alongside the following results:
- 12 million impressions
- 10,000+ downloads of gated content
- $120+ million in sale pipeline
Watch the video to see the full strategy below:
Time Stamps:
1:00 – Quick look at the preliminary results
2:20 – Background on Optum
3:16 – Evaluating the team based on a marketing maturity model
6:00 – Why content marketing is important
8:15 – Aligning the organization around content
12:32 – Building customer personas
17:36 – Creating a content strategy
20:36 – How Optum takes care of their client champions (for content)
22:25 – Creating compelling content
25:45 – How Optum maximizes its content production with content nuggets
28:00 – The overall content machine and how it works
31:25 – How marketing works with sales in Optum’s model
33:43 – Optum’s four lead nurturing phases
37:45 – Optum’s results to-date
38:19 – Thomas-Smith’s top takeaways
You might also like:
Content Marketing: Healthcare B2B generates 9 million impressions through multi-channel effort
Content Marketing: How an energy data company’s content strategy increased leads by 733%
Red Bull Media House’s Advice for Successful Content Marketing
Content Marketing: Targeted persona strategy lifts sales leads 124%
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About Paul Cheney
Paul Cheney, Senior Partnership Content Manager, MECLABS Paul helps turn raw research into easy-to-understand content for MarketingExperiments and MarketingSherpa readers. He earned his Bachelor of Arts in English Literature from Covenant College. Before joining the MarketingExperiments and Sherpa team, Paul wrote grant proposals and fundraising letters for a mid-size nonprofit in New Jersey. He has also worked as a freelance Internet marketing consultant and copywriter for small businesses. In his spare time, Paul enjoys reading, writing poems, and dating his wife, Callie.
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This content was originally published here.