Episode 24 - How to Manage Large-Scale Content for Brands featuring Dayna Rothman of Marketo
Welcome to the 24th episode of the Marketing Nation Podcast, presented by Marketo and hosted by Marketo’s Digital Marketing Evangelist, DJ Waldow.
Dayna Rothman, Senior Content Marketing Manager at Marketo and author of Lead Generation for Dummies, joins DJ at the Marketo office to discuss high level content management, best practices for lead generation, and how to make the most of content that you’ve already produced.
Dayna leads the content creation, promotion, and distribution for Marketo, which includes the famous “Definitive Guides” that Marketo produces every quarter. Her job involves writing, editing, marketing, and often herding cats. She wears many hats, but making sure the best and most helpful content gets developed and distributed is her number one job.
Marketo’s content is not just for potential leads, but it’s also for current customers. The idea behind their cornerstone Definitive Guides is that they can be useful for everyone. How does Dayna and the team ensure they’re developing the highest level content possible? By interviewing subject-matter experts within the company, featuring customer snapshots, and learning about how partners are succeeding, Dayna can get a variety of great content to share in ebooks, blog posts, and videos.
Many brands have trouble figuring out where to find content and how to make the most of it. Dayna suggests that companies find ways to “slice and dice” their content ideas. For example, take a 160-page ebook and break parts of it down into blog posts, infographics, and webinars. This is especially important when you are thinking about your content strategy because everyone consumes content differently. If you’re able to create unique visual and written forms of the same content, you’re more likely to reach different types of learners.
Another important thing to remember is your content promotion plan. All of your content, especially the bigger pieces like Marketo’s Definitive Guides, should include a marketing plan that ensures your content is getting the most exposure and reach among your potential audience.
Dayna gives a shout out to her new book, Lead Generation for Dummies, which walks readers through the mechanics of growing your qualified lead base, from beginner to advanced.
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Dayna Rothman is the Sr. Content Marketing Manager at Marketo and author of Lead Generation for Dummies. She runs the Marketo content initiatives and is the managing editor of the Marketo blog. Dayna has extensive experience in content marketing, social media, marketing automation, and inbound marketing. She has an MBA from Golden Gate University and lives in Oakland, CA. Dayna was named one of the top 40 digital marketing strategists for 2014 according to Online Marketing Institute, one of the top 25 content marketers to watch according to Kapost, and one of the top 50 influencers on content marketing according to Onalytica.