R&D Your Content Marketing

R & D your Content Marketing

Webinar for Association of Commercial Professionals-Life

Sciences

Ahava LeibtagPresident

Aha Media Group

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Every minute…• YouTube users upload 48 hours of video• Facebook users share 684,478 pieces of

content• Instagram users share 3,600 new photos • Tumblr sees 27,778 new posts published

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Demanding?The average brand organization is responsible for the content demands of 178 social media properties, plus websites, blogs and live events.

--The Altimeter Group (2013)

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Impossible?The average American is bombarded by 5,000 messages a day.

--The New York Times (1988)

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To build an audience of 50 million

58 years

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58 years

14 years

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58 years

14 years

4 years

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58 years

14 years

4 years

3.6 years

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58 years

14 years

4 years

3.6 years

80

Source: ComScore

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Modern Marketing Challenges

• Ads don’t have the same power (esp. in digital)

• Reduced attention• Lack of brand loyalty• Social sharing

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SO WHAT WORKS?

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FILL A VOID

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AND DO IT BETTER THAN OTHERS.

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PEOPLE LOVE TO ENGAGE.

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It gives them a sense of belonging.

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Today• What is content?• Why do we have such a hard time

with content?• Defining content marketing• 5 Rules You Can Use: Can we be

better content marketers and how?

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CONTENT IS A CONVERSATION.

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TO WHOM ARE WE TALKING?

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WHO ARE WE?

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CONTENT REVEALS TO THE WORLD WHO WE

ARE.

Content must:• Align with business objectives• Support users in accomplishing tasks

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Business Goals

User Tasks

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Business Goals User Tasks

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Business Goals User Tasks

The Sweet Spot

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CONTENT IS THE CONVERSATION THAT

FUELS THE SALES PROCESS.

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Email Addresses/Contacts

Engaged

Prospect & Recycled

Lead

Sales Lead

Opportunity

Customer

• Emails/Contacts: Not yet leads, just have entered the funnel

• Engaged: Show real engagement by downloading content, opening an email, commenting on a blog post

• Prospect: Qualified but are not ready to buy (decision makers?)

• Lead: Prospects that show enough behavioral engagement that we want to call them

• Sales lead: Qualified by sales• Opportunity: Part of the active

pipeline• Customer: They have bought an

solution• Upsell and retain: Keep them

buying

Sales Funnel

Marketing

Sales

Nurturing Database

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Modern Marketing Challenges

• Ads don’t have the same power (esp. in digital)

• Reduced attention• Lack of brand loyalty• Social sharing

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Goals of content marketing

1. Attract: Create content that will draw prospects like bees to a blossoming flower

2. Acquire: Give them the content in exchange for an email address or some other form of potential ongoing contact

3. Engage or connect: Continue to engage by creating and sending relevant content about your product, service or knowledge base

4. Drive profitable action: Clearly align your content creation and distribution efforts with your business goals

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#1: Attract

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#1: Attract

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#2: Acquire

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#3: Engage or Connect

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#4: Drive Profitable Action

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Content marketing allows you to sustain the conversation.

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Content Marketing Stats• Content marketers’ top priorities were found to be

driving leads and engaging buyers• 71% of marketers are increasing spend on

content marketing in 2014• 85% of marketers saw an increase in awareness

building as a result of content marketing• 76% of marketers saw an increase in buyer

engagement as a result of content marketing

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5 RULES FOR CONTENT MARKETING THAT CONVERTS

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Rule #1: Know the Difference Between Information and

Delivery

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Content Formats• Written articles• Podcasts• Video• Photographs• Infographics• Slide Shows• Whitepapers• Polls/Survey data

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VS.(DON’T GET CONFUSED)

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Content Delivery Tools• Websites• Blogs• Newsletters• iTunes• YouTube• Facebook• Twitter• Slideshare

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Rule #2: Collaborate on Content

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PRITUX

Executive LeadershipMarketing

Customer RelationsVisual

Design

Sales

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Podcasts

Databases

InfographicsImages Videos

Slide Shows

Whitepapers

WebsitesApps

Blogs

Email Marketing

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You need a lot of people.With a lot of talents.

In different areas.

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Rule #3: Prune your Pumpkins

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Content Marketing Impact

• 74% of marketers saw an increase in SEO/web traffic resulting from content marketing

• Over 61% of marketers saw an increase in lead quality and quantity due to content marketing

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Rule #4: Follow the Rule

of 4

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For every piece of content:

1. Text2. Audio3. Image4. Video

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Rule #5: Use the 5 Step Methodology

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How do we want our brand to be perceived in this conversation?

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External MessagingExternal Messaging Questions

• To whom are you speaking?

• Who are you? • What are you trying to

say? • How do you say it? • When and where do you

say it?

Content Strategy Tools• Personas

• Identity Pillars

• Messaging Architecture

• Voice/Tone

• Editorial Calendar

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#1Personas =

To whom are we speaking?

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Audience Research• Customer research• Interactive Data• Ethnographic Studies

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#2Identity Pillars =

Who are we?

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Identity Pillars• Who are we as a brand?• What do people think of us currently?• How do we want to shift that

perception?

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Identity PillarsCurrent Identity Pillars Future Identity Pillars

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CHEAP

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CHEAP AFFORDABLE

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#3Messaging Architecture= What are we trying to say?

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Messaging Architecture• How do our identity pillars map from

a business and patient/family perspective?

• How are we representing those ideas?

• What are our messages that reinforce the identity pillars?

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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging

CHEAP

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CHEAP AFFORDABLE

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CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.

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CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.

• Our prices are consistently 20% lower than other retail chains.

• Robust coupon program

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#4Voice and Tone= How do we say it?

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Define Voice

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VoiceWe are:

sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient

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VoiceWe are:


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VoiceWe are:


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VoiceWe are:


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Come here right now.

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Define Tone

Yes: Sound like <example>

No!: Sounds like <example>

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#5Editorial Calendar=

When and where do we say it?

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5 Rules Review1. Know the difference between

content format and delivery2. Collaborate on content3. Prune your pumpkins4. Follow the Rule of 45. Use the 5-step methodology

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Who said?“Getting an audience is hard. Sustaining an audience is hard. It demands a consistency of thought, of purpose, and of action over a long period of time.”

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Questions?Ahava LeibtagAha Media Group, [email protected]

@ahavaL @ ahavaleibtag

THANK YOU!

mailto:[email protected]

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