Succeeding with content
marketing 2014?
Workshop held at Vendemore HQ Stockholm 2013-12-17
Niklas Lohmann – CEO feverpitch B2B
Agenda:
THE PLAYINGFIELD What is content marketing?
Why is it happening? The basic 8 principles?
THE CONTENT FACTORY
What is ”good” content? Content without distribution?
How organize to produce?
My case! Group discussion
THE PLAYINGFIELD
Björn Borg
Marketing and sales are starting to feel some serious pain. Let’s look at some symtoms…
”Decision groups bigger!”
> CSO > CMO
”Media landscape fragmenting!”
”Sales cycles longer!”
”Search-before-buy has doubled!”
”Margins are pressured!”
”More search options!”
”Search declines as traffic driver!”
”People don’t trust companies!”
”Awesome as a tactic is broken!”
”We are not getting in early..!”
”We are not getting in. Period!”
2013 - Birth of the ’blind pipeline’
Blind pipeline?
Unaware Problem noticed…
Define problem…
Seek advice
Define needs
Identify providers
Evaluate providers
Nego&ate deal
THE BAD NEWS ”We are almost flying blind in the first 60 % - 70 % of the pipeline. And that’s the pipeline leading up what make up our revenue today!”
THE GOOD NEWS ”This is a tremendous opportunity to meet the buyers need for good content early. Everytime we provide good content we build trust and they are listening to us, not to our competitors...”
60 -70 % of buyers journey without contact
MARKETiNG SALES
If content marketing is our bet…
…what basic principles will improve our game?
8 basic principles of content marketing
1 Not reaching them early - will kill our business
2 Find ways to earn their trust – in an era where trust is scarce
3 Top of mind – marketing by ”awesome and interuption” is expensive (if not using targeting) and at the same time fails as a trustbuilder (if traditional image advertising)
4 Helping out by truly useful content works. It positions us as a social and competent helper early in the process. Customer empathy – the keyword to remember.
5 Content as branding. If a brand is a promise – then content is a way to deliver before the promise is even made
6 We need to have a powerful distribution tactic. We have to maximise the reach of our content. Via outbound, pipeline marketing, searchability, social, social selling
7 One key victory is the ”waterhole–victory”. They see us as an important information resource and return to drink…
8 Do not drown in beautiful concepts and systems – build ’1-2-3s loops’ that are repeatable
What door leads to good content marketing?
☐ Marketing automation? ♥ Social business? ♠ Black-hat practices?
KPI:s. Key performance indicators. What makes sense to measure? 1. Consumtion – Why? - The more time they spend with us
they spend on us… 2. Advocacy & Sharing – Why? - This is a quality and reach
metric… 3. Leadgeneration – Why? - Indicates marketings ability to
fulfil mission to generate leads 4. Sales – Why? - Since it focuses of the ”end-game”of the
process
5. Content production cadence – Why? – There is a niche opportunity out there…
Three keys to success – all equally important
3.Distribution 2. Content 1.Strategy
3 keys
THE CONTENT FACTORY
The important HOW’s of
content marketing
Resultat
Case – hur? Wenell • Video
• Short situational how-to’s from Wenell’s experts
• Customer Interviews • Event interviews with thoughtleaders
• Soundcloud (audio + podcasts) • Blogposts (2 per week at minimum) • Self-assesment test (exempel på pdf) • Infographics • Linkedin company page + groups • Guides • (Facebook page) • (Twitter) • (g+) • Updating images • Mobile site
Exempel
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Who are they Questions: 1 Defining the decision table
2 Business Modell Canvas – What do they - Think/Feel + See + Hear + Say/Do
3 Business pains & Personal pains
4 Focus for our company short
term and long term?
The imperfect first iteration made in 40 minutes on a white board, always beats the perfect exercise that is not completed…
1 What is empathy? The intent to really understand another human and then let that understanding guide our actions…
2 What bearing does empathy have on our content marketing? It helps us choose what to produce, in what formats…
We humans feel when someone shows us empathy. Content is an action where we disclose that intent early. Should we – or
can we even - fake it?
Empathy
Question list First iteration 1 10-20 key questions 2 Verify against –
hypothesis of who they are and what drives them
A list accessible to the both sales & marketing with the key questions from customers – then we simply need to
answer…
Formats Decide on 1-3 main formats. Think of them as “buckets”. Pour your answers into these “buckets”… • Video • Podcast • White-paper or
guides • Infographic • Instructographics • Blogposts • Client cases • eBook pdf:s
Distribution Have a robust distribution strategy in place • Think “buckets” again – this time for
distribution • The “search bucket”. Optimize for search (e.g.
video title matches google search term, have transcripts under video to catch traffic)
• The “pipeline marketing bucket” – targeting selected companies with your content on hundred thousands websites with Vendemore; video ads, article ads, survey ads
• The “social sharing bucket” – share on multiple social networks via tools such as buffer™. Then have a process for “de luxe posts” on your 1-2 main networks
• The “marketing automation bucket” - have a landing page/form on webpage logic set up to distribute content to identified leads
• The “website bucket” – a good website that makes finding your content easy is critical
Distribution
Distribution Without a the right tools for distribution all
investments are wasted
Inbound/Web - Content
Marketing automation
Pipeline Marketing
S E A R C H
Slid
esha
re
Link
edIn
Podc
ast
Twitt
er
Publishing Your company’s experts and their knowledge are the new rockstars. Not the advertising agency. Fast cadence publishing. Reusable formats. Evergreen content. Always on. Not campaigns once in a while. Much like a newsdesk, but other content…
Helping out - making sense of the stuff – educating - inspiring…
Versioning A video interview can be versioned and re-used as a: • podcast (sound) • transcript (unedited text
from video for reading and SEO)
• shorter versions of longer interview (for convenience and more social posts)
• Used as editorial piece (edited text for pdf)
• checklist with tips (text on website or pdf)
Curation “Online curating is very much like the curating done in a museum, etc. The curator picks and chooses what he/she thinks would be best for the website and its audience. More specifically, choosing content for your visitors.” - Faisal Khan, Payments Ninja! On Quora
30 % Your content
70 %
Others content
100 %
Your total content offer
Measuring The purpose of measuring is to verify why things work and eliminate waste. And then deploy more resources towards stuff that actually works. This requires simple short experiments that deliver outcomes. This is what we call 1-2-3’s
Simple tools like Google Analytics, Linkedin Pages Analytics, YouTube Analytics…And as you proceed stats from your marketing automation provider, email-provider, landing page provider…
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