Content marketing rules of the road for B2B Organizations

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    10-Jul-2015

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Content Marketing Rules of the road for B2B marketing organizations

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<ul><li><p>1 </p><p>Content Marketing: Rules of the Road </p><p> Rashish Pandey </p><p>Marketing Director, Asia Pacific </p><p>Cisco Systems </p></li><li><p>Why CM </p><p>Secrets to building compelling content </p><p>Building your content factory </p><p>Managing CM process </p><p>Measuring success </p></li><li><p>3 </p><p>Why Content Marketing? </p></li><li><p>67% of the customers journey is now </p><p>done digitally </p><p>Source: Sirius Decisions, The Marketing Organization in 2017 </p></li><li><p>57% of the purchase </p><p>decision is </p><p>complete before </p><p>a customer even </p><p>calls a supplier </p><p>67% of the customers journey is now </p><p>done digitally </p><p>Source: Sirius Decisions, The Marketing Organization in 2017; Corporate Executive Board, The End </p><p>of Solution Sales </p></li><li><p>of customers </p><p>initiate the first </p><p>step in the buying </p><p>cycle, not sales </p><p>90% </p><p>use support forums </p><p>and technical </p><p>discussions to inform </p><p>the purchase decision </p><p>60% </p><p>of B2B buyers use </p><p>social media during the </p><p>purchase process (LinkedIn, Twitter, Facebook) </p><p>85% </p><p>Source: ITSMA/CFO 2013, How B2B Buyers Consume Information Study; Hubspot 2012; IDC 2012 </p><p>EAG Buyer Experience Survey </p></li><li><p>of customers </p><p>initiate the first </p><p>step in the buying </p><p>cycle, not sales </p><p>90% </p><p>use support forums </p><p>and technical </p><p>discussions to inform </p><p>the purchase decision </p><p>60% </p><p>of B2B buyers use </p><p>social media during the </p><p>purchase process (LinkedIn, Twitter, Facebook) </p><p>85% </p></li><li><p>Content is King </p></li><li><p>9 </p><p>Secrets for creating compelling content </p></li><li><p>Secrets for creating compelling content </p><p>Relevance Persona Journey Compelling </p><p>Content </p></li><li><p>Is it meaningful? </p><p>Is it timely? </p><p>Is it informative? </p><p>Is it findable? </p><p>Is it inspiring, engaging or provocative? </p><p>Is there a clear call to action? </p><p>Secrets for creating compelling content </p><p>Relevance </p></li><li><p>Secrets for creating compelling content </p><p>Relevance </p></li><li><p>Secrets for creating compelling content </p><p>Persona </p></li><li><p>Secrets for creating compelling content </p><p>Journey </p></li><li><p>There are no boring brands only boring </p><p>content </p></li><li><p>16 </p><p>Building your content factory </p></li><li><p>Building your content factory Feeding the beast </p><p>Source: Content marketing institute </p></li><li><p>Building your content factory Recruit an army </p><p>Digital </p><p>PR AR Social Media R&amp;D Events Engineeri</p><p>ng Sales </p><p>Enablement </p><p>Internal Content Pipelines (to name just a few) </p></li><li><p>Building your content factory Recruit an army </p><p>VOC </p><p>Cisco </p><p>Champions </p><p>Conversation </p><p>Brokers </p><p>Non-Cisco </p><p>Social </p><p>Non-Cisco </p><p>Media </p><p>Coverage </p><p>Non-Commissioned </p><p>Research Partners </p><p>External Content Pipelines </p></li><li><p>Building your content factory Create derivative content </p><p> 1 information artifact creates 20 reusable pieces of content </p><p> Infographic Video interview Webinar Micro-blog Podcast Interview with </p><p>researcher Facebook post Web banner Web article Web App </p><p> Assessment tool Tweets Slideshare User Generated </p><p>content Guest blog posts Community forum Case Study Newsletter Memes eBook </p></li><li><p>Building your content factory Create derivative content </p><p> Project message views: 6710 (6.7x </p><p>increase vs. source </p><p>doc) </p><p> Social CTR: 0.229% (10x over expected </p><p>social CTR) </p><p> Cost per view: $1.04 vs. $10 for source </p><p>paper (1/10th cost per </p><p>view) </p></li><li><p>22 </p><p>Managing CM Process </p></li><li><p>Managing CM Process Get Organized </p><p>Project plan Track all activities and metrics in one place. Make it a single source </p><p>of knowledge. Keep it updated. </p><p>Editorial calendar Maintain a running schedule of all content and promotions by </p><p>project. </p><p>Budget Know how much you can spend. Plan accordingly. </p></li><li><p>Managing CM Process Identifying the team </p><p>Creators Multipliers Packagers Distributors </p></li><li><p>Managing CM Process Identifying the team </p><p>Product/Solution </p><p>Managers </p><p>Marcom Content </p><p>Strategy </p><p>Social </p><p>Media </p><p>Web </p><p>Strategy </p><p>Social </p><p>Media </p><p>Marcom </p><p>Product/Solution </p><p>Managers </p><p>Web </p><p>Strategy </p><p>Social </p><p>Media </p><p>Content </p><p>Strategy </p><p>Social </p><p>Media </p><p>Content </p><p>Strategy </p><p>Product/Solution </p><p>Managers </p><p>Content </p><p>Vendor </p><p>Marcom </p></li><li><p>Managing CM Process Tips &amp; Tricks </p><p>Establish objectives, strategies, tactics. Follow a roadmap </p><p>Dont spend excessively to promote low-cost content. Be frugal </p><p>Examples: Cisco hero carousels, content tiles, and native/embedded ads. </p><p>Leverage free promotions </p><p>Promote content in a cadence of social posts to extend exposure. </p><p>Exploit owned social media </p><p>Align plans with campaigns, launches, and other priorities. Keep your eyes open </p><p>Look for breaking news &amp; be prepared to respond Be agile </p></li><li><p>27 </p><p>Measuring Success </p></li><li><p>Revenue metrics </p><p>Lead Gen metrics </p><p>Sharing metrics </p><p>Consumption metrics </p><p>Measuring Success </p></li><li><p>How to measure success? </p><p>Consumption </p><p>Metrics </p><p>Basic Metrics </p><p>Campaign clicks </p><p>Unique visitors / Time spent </p><p>Page / Video views </p><p>Advanced Metrics </p><p>Social Listening </p><p>Content scoring </p></li><li><p>How to measure success? </p><p>Consumption </p><p>Metrics </p></li><li><p>How to measure success? </p><p>Sharing </p><p>Metrics </p><p>Metric Type </p><p>Likes </p><p>Shares </p><p>Tweets </p><p>Forwards </p></li><li><p>How to measure success? </p><p>Lead Gen </p><p>Metrics </p><p>Basic Metrics </p><p>Form Fills </p><p>Downloads </p><p>Subscriptions </p><p>Advanced Metrics </p><p>Conversion rates </p><p>Revenue Attribution </p><p>Learn how Cisco can help you navigate within the world of many </p><p>clouds. </p><p>Our Cloud Profile and </p></li><li><p>How to measure success? </p><p>Revenue </p><p>Metrics </p><p>Metrics </p><p>Online Sales </p><p>Offline sales attribution </p></li><li><p>How to measure success? </p><p>Revenue </p><p>Metrics </p></li><li><p>35 </p><p>In Summary </p></li><li><p>Why CM </p><p>Secrets to building compelling content </p><p>Building your content factory </p><p>Managing CM Process </p><p>Measuring success </p></li></ul>

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