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Marketing Cube Pty Ltd
Suite 2, Level 3, 85 William Street
DARLINGHURST NSW 2010
Australia
P: +61 2 8244 0007

The Eloqua Content Marketing Grid
Knowing when to offer the right content at the right stage of the buyer's journey can also be a challenge. To help you determine when is the best time to share specific content, Eloqua has produced the Content Marketing Grid. All you need to do is take a 5 minute survey which then presents you with your version of the grid below.

CRM Integration Makes This More Effective
If Your organisation has Eloqua integrated with a CRM e.g. Oracle Sales Cloud, Salesforce or Netsuite, you can segment prospects by their Opportunity stage and automatically engage them based on their position in the sales funnel or buyer's journey. See the left hand side of the grid called "Prospect Goals".

Through research, Eloqua has been able to determine how effective various pieces of content are based on the prospects goals. It comes back to not giving away too much too early.

THE PLAYS
  1. Blogs
  2. eNewsletters
  3. Case Studies
  4. Videos
  5. Guest Posting
  6. Articles on Your Website
  7. In-Person Events
  8. White Papers
  9. Online Presentations (i.e. slideshare)
  10. Webinars & Webcasts
  11. Research Reports
  12. Microsites
  13. Infographics
  14. Branded Content Tools
  15. Mobile Applications
  16. Mobile Content
  17. eBooks
  18. Print Magazines
  19. Books
  20. Podcasts
  21. Digital Magazines
  22. Print Newsletters
  23. Annual Reports
  24. Games/Gamification

EMBED CONTENT IN YOU ELOQUA
LANDING PAGES

Use the Cloud Components within Eloqua to share content from Your organisation to enhance your landing pages. You can add any of the following using Cloud Components
  • YouTube
  • Slideshare
  • Vidyard
  • LookBook
  • Brainshark
  • SurveyGizmo
  • Facebook

Content Marketing Playbook
24 Epic Ideas for Connecting with Your Customers
For many Modern Marketers, the development of fresh and engaging contact is an ongoing challenge. We know from the Content Marketing Institute (CMI) that 43% of Australian marketers don't have a written content strategy.

The flip side of course is that the majority do. The slideshare below gives you some great tips, or "Plays" as they call them, to beef up your content marketing. Part of the secret is to learn to recycle what you have and also to break things down, don't give away everything at once.
For example, if you have a 10 page white paper it's a perfect candidate to be broken down to bite size pieces and worked into a nurturing campaign. Think about your own digital behaviour, are you likely to digest an entire white paper on your smartphone? Probably not, unless it's really interesting.