CMS & Content Marketing Programmes

Keith Feighery

Outline• What do Content Management Systems Do?• What is the purpose of your Content?• How to create, distribute and optimise your Content• Characteristics of Successful Content and Inbound Marketing• Class Exercise: Create a Content Strategy & Plan for Business Case• Overview of B2C Content Marketing Programmes/Case Studies• Overview of B2B Content Marketing Programmes/Case Studies

What do Content Management Systems Do?

They help you present and distribute CONTENT!

But what is the purpose of your content?

Without valuable and relevant content – nobody will engage with your ideas and

messaging

Primary Goal: Is to ensure that your content is what your customers need and want

And that it pushes them along the Buyer Cycle

The Content Management System help you publish this content and manage the

customer lifecycle

What should your content do?

What should it be?• B valuable and useful information NOT just canned marketing

messages• Focus on what a customer needs rather than what you sell

– Address user needs in all published content• Valuable communications is what differentiates you from

competition• Marketers are publishers today – i.e. think like media co’s• Customer relationships don’t end with a payment

– Use content to increase retention rates• Without good content, community is impossible• 90% of corporate websites talk about “How great they are”• Buyers are more in control today than ever – not sales organisations

How has content marketing changed over the past 10 years

Traditional Marketing Vs Social Engagement

Inbound Marketing

Hubspot – Inbound Marketing Company view

Inbound Marketing• Inbound Marketing with intent – pull marketing versus push

marketing• Using your content to build engagement with purpose, targeted

at your specific audience• When you create content that pulls prospects, you are

differentiating your brand– Customers recognise the value and follow trail back to your base

(website) to engage with you– To ensure this works – create contagious content

• Your content will move buyers along in their buying process to become a live sales opportunity in time

How to think about media mix in this changed landscape

Owned Vs Paid Vs Earned Media

Leveraging Owned Media Assets

• Recognise the value in your owned media assets – Websites, mobile applications, digital conversations/interactions

etc.• Brands/Businesses are becoming publishers and media outlets

– No limits to what an organisation can publish online for the consumption of their consituencies

• Become trusted knowledge experts in your business or sphere of operations

• Establish trust and develop relationships with customers and prospects– Be engaging, entertaining, educative, informative etc..– Allow user participation and transparent engagement

Advantages

• Creates demand generation and awareness through value add publishing

• Creates a less-frictional way of converting prospects into sales– When used in conjunction with lead management systems

• Helps build long-term relationships rather than one-off sales • Creates stickiness to your owned media assets (rather than to

paid ones)• Once started, provides an ongoing process and framework to

control and publish valuable information

Content Mktg: Success Vs Failure• Characteristics of Success

– Understanding the informational needs of your customers– Knowing how those informational needs mix with your marketing

goals and objectives – Mapping content schedule to user profiles and buyer cycles– Being consistent (content marketing is a marathon, not a sprint)– Listen and continually evolve the program

• Characteristics of Failure– Always selling, rather than informing and educating – Not listening, thus not evolving the content program– Waiting for perfection to come before you deliver the content.

Content Types

Content types

• The content and digital media on your web site, blog other content managed systems, partner sites etc..

• Facebook/MySpace/Bebo fan pages and posts• Tweets, status updates• E-mail newsletters• Blog posts, reader comments and reactions• Whitepapers, case studies, webinars, podcasts• Videos, demos, presentations, and custom animations• Product/service reviews• Forums• Articles and other intellectual property or knowledge sharing –

professional contributions etc.

Who creates the content• Internally

– Find employees who are knowledgeable and want to write– Re-purpose content that has been created over time for different

media• Partners, customers and third party experts

– Publish whitepapers, webinars, eBooks, articles etc…with partners• Customers

– If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc..

– You can allow customers to make product recommendations – crowdsourcing

B2C Content Marketing Programmes

Keith Feighery

B2C Content Programmes

• Provide valuable information, content, entertainment to your prospects and customers

• Create an ongoing conversation with them where possibe• Address wider customer needs – beyond what your

product/service does• Give them what they want i.e. deals/discounts/extended service,

engagement etc..• Create awareness of products, services, organisation, people• Be transparent in terms of customer service, company

information etc..• Actively seek network effects and customer validations

West Coast Cooler

Kanchi.org

Garendenny Lane

Murphys Ice Cream Dingle

B2B Content Marketing Programmes

The Buyer Vs Sales Conundrum

The Problem• Buyers engaging with sales further down the funnel as they

research more online• Leads are not properly qualified by the marketing team before

they are handed over to sales• There is no way of identifying accurately when a lead is ready to

be passed to sales as no clear definition of a lead• There is no systematic process in place for managing and scoring

leads• When a lead is disqualified by sales it does not go into a lead

nurturing programme• There is no visibility in where exactly leads fall out of the funnel• There is no connection between leads and converted sales

The solution

Lead Management

The 7 Key Rules for Connected Marketer

1. Develop Buyer Personas– Understand your prospects, based on who they are, how they

behave, and where they interact in the sales cycle2. Align content with buyers– Determine what types of information your prospects will need, based

on who they are, how they behave and where they are in their buying process

3. Consistency across channels– Leverage as many channels as possible to get your message out – and

keep messages consistent4. Let experts do the talking – Solve problems – find experts who can articulate and discuss

problems and solutions

The 7 Key Rules for Connected Marketer

5. Multi-channel distributions– Buyers have different preferences for consuming information – you

need to make sure content is accessible from all these channels (Blogs, website, rss, twitter, facebook, business portals)

6. Automate the process (4 Rs)– Reach: Use social media to engage with a broad audience (track all

interactions)– Response: measure all response and their nature– Relationship: Build relationship by delivering timely and personalised

message based on behaviour and profile– Revenue: Lead nurturing must feed sales

7. Get Connected– Make yourself a valuable resource for your prospects

Lead Management Process

Preparational Considerations• Characteristics of best customers

– Who typically buys from you, who are least demading customers, characteristics of easily and profitable closed sales

• Understanding the “Buyer Journey”– Where did best leads come from, how do leads advance along the

funnel, which activities do your deals participate in (webinars, demos etc..)

– How can you identify if a prospect has stalled• Lead Qualification

– What are the specific characteristics of a marketing qualified lead– What MQL (marekting qualified leads) typically convert– What are the characteristics of leads that typcially need to go through

a nurturing programme

Content Should be Targeted at Each Persona for each Stage of the Sales/Buyer Funnel

Integrated Blog Case Studies

Eloqua

Genius

Marketo

Q & A