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Engaging customers and prospects is no longer a single channel, one-way communication. Marketers must engage more deeply and communicate in multiple ways. Content marketing provides materials that target customers and make them stop, think and behave differently through delivering high quality relevant and valuable information with the goal of driving profitable customer action. Producing consistent and useful content is a competitive strategy to outpace your competition. However, simply engaging is no longer enough. Marketers must be able to track and measure the quantitative impact of their efforts, clearly demonstrating the link between their programs and business results. The failure of many marketing campaigns is not related to a lack of effort or creativity – it often relates to a lack of structured analytical thinking about the purpose and objectives. Attend this session and learn how to: Identify business objectives: Why does the campaign exist? What is its ultimate business purpose? Define measurable goals for content Define goals for each objective: What are the specific things the campaign must do accomplish the business objectives? Define key performance indicators (KPI) for each goal: What metrics will be used to measure progress toward each goal? Define thresholds for success and failure: What are the target values for each KPI? Understand the content lifecycle and what is required to scale and optimize the right content to the right channel and measuring impact. Focus on strategies that allow more effective connections with various stakeholders across a number of social channels, drive conversations, and influence customers.
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Understanding the ROI of Content Development and Marketing Thomas Robbins, Chief Evangelist, Kentico CMS
Getting Strategic with your content!
Who are we?
Kentico CMS is one of the most powerful Customer Experience Management Systems and Content Management Systems on the planet. With over 15,000 web sites in 87 countries it is used for everything from simple web sites to complex applications.
Kentico CMS is easy to install, simple to manage and reliable.
What’s the problem with marketing today?
The number and variety of touch points or channels that buyers interact with sellers has grown exponentially in the last few years
Who wouldn’t agree?
Source Forrester
Welcome to Content Marketing…
Content marketing is an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action. Content marketing subscribes to the notion that delivering information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty.
Source: Wikipedia
B2B Marketers Report ….
• 79% use content marketing for brand awareness• 71% use content marketing for lead generation• 54% plan to increase spending on content marketing• 33% of marketing budgets are dedicated to content marketing• 44% outsource content marketing• 59% tailor content to the profile of a decision maker• 64% are challenged to produce enough content• 52% are challenged to product content that engages• 87% use social media to distribute content• 77% use blogs as part of content marketing• 55% believe e-books are effective• 83% use LinkedIn to distribute content• 80% use Twitter to distribute content• 80% use Facebook to distribute content• 39% use Google+ to distribute content• 23% use Slideshare to distribute content
91% Report they use content marketing but…Only 36% believe their content marketing is effective
Source: 2012 Content marketing Institute and Marketinprofs B2B Survey
Corporate objectives of content marketing
• Strong and relevant content enhances the position of your company and shows that you are innovative and aware of the latest trends.
Recognized as an expert
• Providing content at predictable and regular intervals encourages customers to keep in touch with your band.
Maintain existing customers
• Great content demands sharing and relevant content arouses the interest of new prospects and makes them investigate your brand.Grow your business
• Great content guarantees that your company has a wider reach on social media. Increase social
media reach
Content marketing is….
Social Media
SEO
Customer Engagements
Sales Process
Content Marketing
Organizational Elements
• Who is the editor-in chief? This person is responsible for the rhythms and execution of content marketing.• Who creates the content? With agency involvement people often forget who will actually create the content.• What is the planning process? Make planning clear, practical and iterative.• Have you considered context? They better you are at managing context, the greater your impact your context will have.• Who owns influential engagements? Sharing content on a wider scale means your should leverage industry influentials.
Understand your sales process
Sales Process Model
Establish relationship
Need recognition
Formulate solution
Close the sale
Deliver and evaluate
Content
Content
Content
Content
Content
Getting ready for Content Marketing
• Understand your customers’ journey – What channels are customers using for research?– What channels are
customers using for purchase?
– How does the experience in one channel affect the behavior of another?
Content marketing is always a relevant conversation!
The Content Lifecycle
• Planning – Defining topics and target audience
• Creation – creating target content• Approval – Approval phase• Publishing – Making content
available to key customer channels
• Measurement – Measuring the success of the published content
• Optimization – Measuring and optimizing published content against defined goals and feeding that back into the next wave of content.
Planning
Creation
Approval
Publishing
Measurement
Optimization
Optimized Content
Marketing
Content lifecycle - Planning
Activities• Understanding your
audience (Persona)• Content conversion strategy• Define a sales ready lead• Topic selection• Editorial content planning
Best Practices• Perform a content analysis• Avoid areas that you are unique
and there is little demand• Limit competitive collateral • Focus content on where you can
make a difference• Map content conversion touch
points• Look at organic content growth• Define themes, publishing
frequency, campaigns and scoring rules
Content lifecycle - Creation
Activities• Define content formats• Create shareable content
Best Practice• Make sure all content is
available in digital format for sharing and tracking
• Enable share buttons on your content – Make is as easy as possible for people to share
• Develop different layers of content– Short – less than a paragraph– Long – more than a page– Video and audio
The Sticky Content Criteria
• Simplicity – A single idea is often enough. The more arguments and choices you give the harder it is to share.
• Surprise – Any message must attract and hold the attention of the consumer in an innovative and intuitive way
• Concrete – Formulate exactly what you say as clearly as possible.
• Credible - Using research or experts makes your message seem credible.
• Emotional – Let your consumers feel what you are trying to say
• Stories – Everybody remembers a good story
Content lifecycle - Approval
Activities• Make it strategic • Business approval process
Best Practices• Finalize business objectives• Define business process
Content lifecycle - Publishing
Activities• Content placement in
channels
Best Practices• Listen to the reactions of your
content– What’s the reach of content sharing?– What’s the sentiment?– What’s the impact?
• Facilitate as a brand– Go beyond a sharing button– Help your community to share your
content
• Participate– Be part of the conversation– Responsive to questions– Open and professional
Content lifecycle - Measurement
Activities• Measure using relevant
KPI’s – Combination of business
generation and conversion measures
– Audience engagement– Content conversion– Influencer engagement
Best Practices• Use KPIs with a direct impact on the
business objectives of your company– Financial – Lead generation
• Use KPIs with direct impact on the marketing objectives of your company
– Increase brand identification and affinity
• Use KPIs related to conversations– Conversations are the driver of decision
making and business growth– Measure the number of conversations,
the sentiment of conversations and then impact of conversations
Measuring Effectiveness: Minimum tracking
• Unique visitors– Number of individuals who visit your website– Best indication of sites overall traffic
• Page views– Cumulative number of individual pages that a visitors click on– If page views are higher than unique visitors may indicate engaging content
• Search engine traffic– Amount of traffic referred via search engines– Indicates effectiveness at optimizing content
• Bounce rate– Percentage of visitors who come to your site and then leave before clicking on another page– Industry bounce rate of less than 40% is good – aim to do better!
• Conversion rate– Percentage of visitors to your site that take a specific action– Industry averages around 2% - aim to do better!
• Inbound links– The number of external links to a site– The more high quality links you have the better!
Content lifecycle - Optimization
Activities• A/B, MVT Testing• Channel optimization
Best practices• Review data to better match the right
communication to the right customers • Review and produce content based on
keyword phrases that are driving your organic search traffic and conversions
• Continually review lead scoring and criteria to provide the most accurate score possible.
• Re-imagine content in different forms (blog posts and videos as an example)
• Be brutal about shutting down channels that aren’t performing
Questions
Questions/Contact me:e-mail: [email protected]: @trobbinsblog: http://devnet.kentico.com/Blogs/Thomas-Robbins.aspx
Thanks!
Thomas Robbins, Kentico CMS Chief Evangelist
Stop by and see Kentico CMS to receive1. Getting started with Content Marketing Guide2. Content Marketing Quick Start Guide
