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

Twitter

Measured: Engagement

Owns: CRM

Twitter

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