View
1.589
Download
0
Category
Preview:
Citation preview
1. Context: The overwhelming business case for content strategy in content marketing
Chaos: The Real World of content marketing and how enterprises are making it up as they go.
2. Change: Unified content strategy, marketing and technology changes everything. 3.
1. The overwhelming business case for content strategy in content marketing
“The 19th century was defined by the novel. The 20th by the cinema.
The 21st will be defined by the interface.” - Lev Manovich
-Howard Gossage
- William Clark Gartner Analyst
Social"
Security"
Subscribe"
Search"
Social & Augmented Reality
Contextual based security
Management & Delivery
Personalized results
Your Competition Is Not Your Competition
million homes with broadband connection people “cut the cable cord last year” % of all primetime bandwidth From Netflix.
of mobile users are smartphone users
of mobile Americans browse the mobile Web Average gadgets HH: 2 computers, 3 laptops, 2 video capable cameras, 2 cell phones, scanner, 3 TV’s + DVR’s, 1 Gamebox, 1 Kindle/iPad
Whew!
How do we…. As Marketers Become Context Aware?
+
Content MUST be well organized Content Governance MUST be in place UI/IA Strategy For ALL Channels Is Critical
Chaos: The Real World of content marketing and how enterprises are making it up as they go. 2.
What I’ve learned about the process of content & marketing over 24 Months...
1. Most organizations are siloed - now even within Marketing.
2. Most organizations are starting to transform their marketing groups...
3. B2C and B2B processes are more different than they might first appear.
4. Marketing doesn’t want MORE technology.
What we’ve learned about the process of content & marketing over 24 Months...
1. The key is utilizing technology to de-silo the PROCESS, not the team.
2. Collaborative roles and processes created to facilitate better communication.
3. Alignment of governance, measurement and goals. Different for B2B and B2C
What we’ve learned about the process of content & marketing over 24 Months...
Content Marketing Team/Roles Most are creating the responsibilities, but have kept the traditional titles.
Where is content strategy? It’s not there….. Yet….
1. Most vendors and agencies think of enterprise marketing as one big team. It’s so not.
Right now – it’s a mess and neither technology vendors nor agencies have solved it....
2. Big gaps in capabilities are being filled by freelancers and agencies (but not for long)
3. Startup technologies are providing point-solutions to fill technology gaps.
Web Social Social CRM Brand E-Mktg
Owns: Web Site &
Optimization
Measured: Traffic SEO
Leads
Owns: Facebook
Measured: Engagement
Owns: CRM
Measured: Not
Owns: TV
Measured: Awareness
Owns: Blog
Social Content
Measured: Working On It.
Content Strategy Not Aligned. Web, Social, PR, eMktg Measurement Not Aligned - and in fact conflicts Result - process and tool silos emerging - questions on WCMS
PR
Owns: PR Content NewsRoom
Content
Measured: PR
Big Insurance Company
Re-alignment of marketing Content Marketing Building content strategy around E Marketing Hiring: Writers, Editors Deploying: Editorial Community is gone? What happens to Newsroom? What happens to Resource center? What happens to Web Site?
1.
So – Who’s Driving Content Marketing Adoption?
2. Who we aren’t seeing…. Yet….
a – Public Relations (this is changing) b – Customer Service & Retention (except in social)
We see content marketing – being managed out of:
a - Product Marketing / Demand Generation b – Brand Marketing / Awareness (especially B2C) c - Social Teams / driving ROI on social programs
So – Who’s Driving Content Marketing Adoption?
3.
Most companies still see most social platforms (LinkedIn, Twitter, Facebook) as ways to promote content BACK to the target
- Especially true in B2B Demand Generation - Slideshare, Youtube and others are different. They are seen as “extensions” of branded repositories / distribution channels (so they don’t care about community)
4.
Perhaps unlike digital marketing trends, this is a bottom up strategy – NOT top down. And agencies are not leading brands. Rather, brands are pulling their agencies into this.
And How About Social Content
Network
The B2B Marketer Value
Shareability
Amplification
Distribution
Net Result B2B Marketers distribute content on networks for different reasons. Whether they know it or not. Content Strategy is a must for social too.
LET’S TAKE A BREAK….
Unified content strategy, marketing and technology changes everything. 3.
The reality of WCM in marketing!
The reality of WCM in marketing • Less than half of customers
trust paid advertising"
• 92% trust earned media."
• But… more than 60% trust owned media."
• Systems of Engagement that create content-driven experiences are powering this transition. "
Constant Engagement is an imperative
Social to engage new prospects.
Results: 3 week close instead of 1 HR. 217% more likely to make first payment and continue to make payments.
B2B Software SaaS Company
“okay, we’ll try this content marketing thing” Customer Acquisition 1.2x the cost 1.5x as long
B2B Software SaaS Company “wait for it....” Customer Acquisition Spent 2X as much Stayed 5X as long 2X more likely to share
Engagement is imperative!
• 60% of consumers that engaged with a brand through social channels are “significantly” more likely to recommend or purchase."
• “Fully Engaged” consumers represent an average of 23% premium in terms of ‘share of wallet, profitability, revenue and relationship growth”"
• “Actively disengaged” consumers represent a 13% discount in this same measure"
Business as usual – isn’t!
• The old maxim “adapt or die” is still true. But usually marketers knew what we were adapting into."
• In today’s marketplace the question for the visionary CMO isn’t “What must we evolve into?” "
• Rather, it’s how can we build an agile marketing organization that can rapidly adapt to . . . the unknown and unpredictable? "
So, what’s the challenge?It’s a Change….!
Human Capital Index – Corporate Culture Performance Kotter & Keskette
Sources of innovation!Systematic Process Swept Into It
Serendipitous
Replicated From Previous Job!
Producing Engaging Content
2012 Content Marketing challenges
Producing Content Mgmt Buy-In
Budget
It’s time for marketing to step upand Content Strategists can be the catalyst!• We must create and
communicate new processes – anchored around an ability to change."
• Doesn’t matter whether it’s a new WCMS, or WEM/CXM or SOE"
• Deployment / implementation is the critical factor."
So – what’s the net result?!
What happened?!
So – what’s really going on?!
So – what’s really going on?!
How we buy content technology!
• We identify all the shortcomings of our system (real and perceived)"
• We make a wish list to fit the design of our new presentation NOT our new process."
• We get demos from vendors who show us all the new stuff to differentiate themselves."
Our "Wish" List"
Vendor "New Stuff"
All The Stuff"Our CMS
Doesn’t Do."
How we implement the same!
The stuff we don’t
understand.
We’ll wait for phase 2 on
this
The rationalized the purchase of the
technology.
Our "Wish" List"
Vendor "New Stuff"
All The Stuff"Our CMS
Doesn’t Do."
Conclusion:!
• All WCM’s fail"
• All WEM’s / SOE’s will fail too."
• Smart Content Strategy & Good Technology implementation – that enables CHANGE – is what’s key."
• How do we, as marketers, and content strategists get to good implementation."
Building the process!
Building the process!
Building the process!• FIRST: Successful communication with
customers means our engagement process is BUYER FOCUSED."
• SECOND: Successful deployment of tools means we are clearly communicating our needs to our implementation team. "
Anatomy Of A Unified CM Process
Align audience with goals Identify the larger story to be told
Map that story against personas, goals and capabilities
Create plan
Anatomy Of A Unified CM Process
Purpose
Pillars Of Content Measurement & ROI Drivers
Content Execution
High Level SEO Strategy
Content Creation/Curation Workflow & Process
Content Re-purposing Process / Social
Anatomy Of A Unified CM Process
Learn
1. Plan
Audit Analysis Strategy
2. Create
Workflow Writing Delivery
3. Govern
Measurement Maintenance
Anatomy Of A Unified CM Process
Content Promotion “marketing the marketing”
Measurement against story & goals
Content & Conversation Plan.
Anatomy Of A Unified CM Process
It’s where most content agencies start. Google sez there’s 4 million ways to say We listen to you... We repeat it back... We design it... We develop it... We help you maintain/measure it...
Exercise time!
Action Storming
SITUATION Large niche industry technology software company
No innovation in your sector in 20 years You have a new product that will change the paradigm
You want to launch this product using content marketing
Strengths Global brand – you are the “Authority” of your niche industry
You’ve got strong product development teams – and the leading industry experts
Weaknesses
No one’s going to believe you? Analysts? Customers? Content is all over the place (tech, community, website)
No strong center of content
Exercise!
PHASE 1 – LET’S COME UP WITH A CONTENT MARKETING IDEA
That can help to differentiate them That can help to launch this new product(s)
That can drive existing products forward
What Is It?
What Content Strategy Will We Need
What Technology Will We Need
Exercise!
IMPLEMENTORS NEXT – VOLUNTEERS
Let’s Pick One Idea
Now you are the implementors – regardless of what they have
provided you, what will you implement?
Exercise!
USERS AND MAINTAINERS
Can you use this thing? What questions do you have? What’s missi……?
Exercise!
• Larger story of CREO. • 4 Pillars Of Content • Measurement Goals • Refined Audience Personas • Built The Story Map
• Defined Process • Assigned Roles • Sourced All Content • Editorial Calendar (First Three Months) • Integrated Story Map
• Align story map & calendar to plan • Sales content scheduled • Work w/ agency & sales to ensure right calls to action
Recommended