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Content Creation for Content Marketing Chris Bagnall EMEA Managing Director DWA

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“Content marketing is the creation and distribution of

educational and/or compelling content in multiple formats

to attract and/or retain customers.”

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“Content marketing is the creation and distribution of

educational and/or compelling content in multiple formats

to attract and/or retain customers.”

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Biggest Content Marketing Challenge

36%

21%

20%

11%

9% 3%

Producing Engaging Content

Producing Enough Content

Budget to Produce Content

Lack of C-Level Buy-In

Producing a Variety of Content

No Answer

Source: Content marketing institute’s B2B content marketing benchmarks, budgets and trends report 2010

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What are your biggest content challenges?

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Lack of domain expertise

Lack of process

Buyers attention span to short

Poor content strategy

Getting executive buy-in

Buyers don’t want to register to consume content

Understanding buyer personas and decision stages

Lack of budget to produce content

No consistent content stratagy

Talent to produce content

Measuring results

Getting content delivered to the right audiences

Producing enough content

Producing truly engaging content

Source: LinkedIn B2B Technology Marketing Group Content Research 2011

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How is content production volume changing year on year in 2011?

Source: LinkedIn B2B Technology Marketing Group Content Research 2011

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What makes compelling content?

Goal

Brand

CRM

Nurture

Cross sell

Understanding

Future

Present

Sales Marketing

Tell a story

Relevant

Believable

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9 Source: JupiterWeb Audience Survey 06/10

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Content Types

About you

What you sell

Brochures, data sheets, tech specs

Updated infrequently

About the market

What you know

Thought leadership content

On-going presence and dialogue

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Content Creation – Where Do You Start?

1. IDENTIFY

Personas, define

concerns, drivers, roles

etc

2. QUESTIONS

What do your personas ask at each stage

of their buying

process?

3. ANSWERS

Answer the questions

your personas ask

4. AUDIT

Audit content to determine

what’s good/bad

5. MAP

Map content available to

the questions that content can answer

6. IDENTIFY

Holes. Ask where are we

missing content?

7. CREATE

Content to fill holes

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Measurement Criteria For Content Marketing Success

Assign goals for your programs before you start

13%

20%

24%

26%

27%

28%

28%

36%

44%

44%

49%

56%

0% 10% 20% 30% 40% 50% 60%

Cost Savings

Cross Selling

Inbound Links

Benchmark Lift in Product/Serivce Awareness

Benchmark Lift in Company Awareness

SEO Ranking

Increased Customer Loyalty

Sales Lead Quantity

Sales Lead Quality

Qualitative Customer Feedback

Direct Sales

Web Traffic

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Content Marketing Usage (By Tactic)

9%

11%

11%

15%

16%

21%

23%

25%

30%

31%

41%

42%

42%

43%

51%

55%

61%

62%

78%

79%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

eBooks

Mobile

Virtual Conference

Digital Magazines

Podcasts

Data Driven Content Marketing

Research Reports

Print Newsletters

Microsites

Promoting Content in Traditional Media

Videos

Webinars/Webcasts

Print Magazine

White Papers

Blogs

Case Studies

eNewsletters

In-Person Events

Article Posting

Social Media (excluding blogs)

Decide on the formats needed. Where will your audience consume?

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15

Recall 20% / 80%

Visual Copy

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Primary Learning Style

18% Listening

(Audio-Based)

29% Reading

(Text Based) 27% Hands-on (Tactile)

26% Seeing

(Visually-Based)

Source: IDG Connect 2010

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The Rule of

5

o

o

o o

o

Regional consumption

habits

Optimised for content

channels

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Maximum Content Length

Reference: Preferred by technology and service buyers

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Internal Creation

Thought leaders PR

Marketing Designers

The board Product/technical

PR agency Creative agency

Social media agency Video production agency Media agency

Associations Freelance copywriter Media owners

Analysts Research company Customers

External Creation

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Insource Vs. Outsource of Content Marketing

52% Both

45% In-house only

3% Outsourced

only

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How To Decide Whether to Outsource

Internal

External

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Handling Internal Expertise

• Appeal to experts on an individual level

– Fame

– Ego

– Personal development

• Doubtful this is a core part of their job

• Their bosses are probably not in marketing

• Can you get top down buy in?

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How Can An Agency Help You?

Content mapping and gap analysis

Distribution, management and analysis

More engaging content

experience

One voice message

communication

Creative support

Content

Creation through

services or project

management

Repurpose into different

formats

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The Value Of Independently Created Content

15%

20%

25%

30%

35%

40%

45%

50%

55%

60%

General

Education

Business Case

Development

Implementation

Scenarios

Shortlist

Creation

Final Decisions Post Purchase

Pe

rce

nta

ge

of

Re

sp

on

de

nts

Podcasts

(Downloadable)

Audio

(Listen Online)

Video

(View Online)

Webcast

(Participate Online)

Documents

(View Online)

Documents

(Downloadable)

Interactive Tools

(Calculators Etc.)

Interactive Games

(Competitions, Contests)

What content format do you find most helpful at each stage of the investment process? (Check one or more in each column)

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The Value Of Independently Created Content

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

55%

General

Education

Business Case

Development

Implementation

Scenarios

Shortlist

Creation

Final Decisions Post Purchase

Pe

rce

nta

ge

of

Re

sp

on

de

nts

Advertisements (Print)

Advertisements (Web)

Direct Mail Advertising

Direct Mail Offer

Case Studies

Company Brochure

Product/Service

Brochure

Product/Service

Datasheet

Product/Service

Evaluation/Trial Version

What types of traditional content are you most interested in at each stage of the investment process and after you buy? (Check as many as you like in each column/stage)

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The Value Of Independently Created Content

15%

20%

25%

30%

35%

40%

General

Education

Business Case

Development

Implementation

Scenarios

Shortlist

Creation

Final Decisions Post Purchase

Pe

rce

nta

ge

of

Re

sp

on

de

nts

Analyst Research Report

Analyst Technical

Whitepaper

Competitive Comparison

Independent Buying

Guides

Independent Opinion/

Viewpoint

Independent Product/

Service Review

Press Article

Survey Results

Trade Show (in-Person)

What types of independent content are you most interested in at each stage of the investment process and after you buy? (Check as many as you like in each column/stage)

27 London • Singapore • San Francisco • Sydney

Source: Computerworld IT management survey

Content Trust

Level of trust IT management has with each source of information

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Summary

• Compelling content creates differentiation

• Think carefully about what your audience need

• Use agencies when it makes sense to

• Understand the value of independence

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Thank You