Content Marketing Programmes

Keith Feighery

Outline• Overview of Content Marketing Programmes• Class exercise• Leveraging Owned Media Assets• Managing Content Marketing Initiatives• Content Marketing for Business to Consumer• Relevant Case Studies • Content Marketing for Business to Business• Relevant Case Studies• Project Pitch

Content Marketing Programmes

Leveraging Owned Media Assets

• Recognise the value in your owned media assets – Websites, mobile applications, digital media assets

• Its not about talking about “Yourself” all the time– Requires a change in mindset to what is “valuable”– Provide information and value to customers all the time

• Brands/Businesses are becoming publishers and media outlets• Become trusted experts in your business area• Establish trust and develop relationships with customers and

prospects– Be engaging, entertaining, informative etc..

• Use content to increase acquistion rates and reduces retention costs

Who creates the content• Internally

– Find employees who are knowledgeable and want to write– Re-purpose content that has been created over time for different

media• Partners, customers and third party experts

– Publish whitepapers, webinars, eBooks, articles etc…with partners• Customers

– If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc..

– You can allow customers to make product recommendations – crowdsourcing

Advantages

• Become trusted thought-leaders in your business area• Creates a less-frictional way of converting prospects into sales• Helps build long-term relationships rather than one-off sales • Creates stickiness to your owned media assets (rather than paid

ones)• Once started, provides an ongoing framework to control and

publish valuable information• Content Marketing thinking becomes ingrained in the culture of

the organisation – Nurturing prospects Vs aggressive interrupt based marketing

techniques

Success Vs Failure

• Success– Understanding the informational needs of your customers– Knowing how those informational needs mix with your marketing

goals and objectives – Developing a content program around those needs– Being consistent (content marketing is a marathon, not a sprint)– Listen and continually evolve the program

• Failure– Always selling, rather than informing– Not being consistent with your content promise– Not listening, thus not evolving the content program– Waiting for perfection to come before you deliver the content.

Key points to remember• Content = valuable information NOT just orchestrated messages• Customer relationships don’t end with a payment• Focus on what a customer needs rather than what you sell

– Address needs all the time• Valuable communications is what differentiates you from

competition• Marketers are publishers today• Without good content, community is impossible• 90% of corporate websites talk about “How great they are”• Buyers are more in control today than ever – not sales

organisations

Content Forms

Content forms

• The copy and digital media on your Web site• Articles and other intellectual property or knowledge sharing• Whitepapers, case studies, Webinars, podcasts• E-mail newsletters• Facebook/MySpace/Bebo fan pages and groups• Product/service reviews• Forums• Blogs and reader comments• Videos, demos, presentations, and custom animations• Tweets, status updates,• Content widgets

Content Types – B2B

Content Types – B2C

Business to Customer

B2C Content Programmes

• Provide valuable information, content, entertainment to your prospects and customers

• Create an ongoing conversation with them where possibe• Address wider customer needs – beyond what your

product/service does• Give them what they want i.e. deals/discounts/extended service,

engagement etc..• Create awareness of products, services, organisation, people• Be transparent in terms of customer service, company

information etc..• Actively seek network effects and customer validations

Business to Consumer

Case Studies

Pepsi RefreshCampaign Analysis: Advantages• First-mover advantage. By announcing a radical approach Pepsi took advantage of pre-

event press coverage (including a story in Forbes).• Using celebrities to spur campaign. Pepsi invested in influential relationships by the

utilization of celebrity endorsements.• Shifting to “we” over “me.” Demonstrated more community-focused• Planning for the long haul. Campaign Analysis: Risks• Pepsi has yet to show the world it gets social marketing. Its recent entry into the space

with the edgy–but sexist–”Amp” iPhone applications resulted in backlash• Cultural mismatch. Pepsi’s history of mass marketing means it will need to change its

internal culture to embrace social marketing, where success lies in letting go of control.• Missed opportunity to integrate Super Bowl TV ads with campaign. Pepsi’s biggest

misstep is putting all its eggs in one basket–and not benefiting from synergies of multiple channels.

Source: Jeremiah Owyang – www.web-strategist.com/blog

Pepsi Refresh

Dell• Dell-Hell Blog

– Buzzmachine : Dell refused to engage with him - created a very critical blog that snowballed

– Appalling publicity – made onto cover of Businessweek• How Dell reacted

– Now Dell one of most active social media companies – blogs, twitter, product ideas/feedback site

– Ideas Storm – Customer recommendation platform– Encourages employees to blog and engage with tools like twitter– Monitors brand using Visible Technologies – TruCast

• Benefits– Improved customer service – real-time support using Twitter– Brand Enhancement, product improvement, customer service, employee

empowerment

Dell Case Study

Starbucks• Set up a Starbucks idea site

– To register user ideas, vote on them and then implement popular ones

• Set up a community site to engage – With other socially minded starbucks fans - www.v2v.net

• Starbucks (Redcard) – Do something good everyday – HELP OTHERS around the world

• Set up http://starbucks.com/sharedplanet/ – To show commitment to the planet (green issues supporting

communities outside US)• YouTube, Twitter, Facebook profiles

– To connect with customers

Starbucks

Nokia• Mosh

– A Nokia site offering free safe content for phones– Applications, games, videos, widgets etc..

• Nokia Conversations– Blogs, news, events, future technologies, new applications, ideas and research– Twitter, LinkedIn, Slideshare, Kyte, FriendFeed, Delicious (some of these lighty used)

• Noki WOM– http://www.womworld.com– Integrated Nokia infostream to Social Media platforms

• Tumblr, Twitter, Flickr, YouTube, Technorati, FriendFeed• Discreet personalised Nokia Facebook profiles

– Luca, Jade and Anna (Europe, Japan, US based) – Recording their lifestream on facebook

• Not without controversy– Wieden Kennedy’s Nokia Design Competition

• Demonstrated crowd-sourcing not without issues

Mayo Clinic

Nokia

Nike • Nike Plus

– Integrated runner and nanoPod accelerometer tracking device– Community based training site – tracks runs, compete, train in teams– Route Planners – worldwide

• Nike.com – training programs– Create customised training programmes (Jordan program)

• Nike 6.0 – Community for skateboarders, X-country bikers, surfers, BMXers, Moto,

Snowboarders etc.• NikeRunning

– Information based – sharing, connecting with others, advice• Blogs

– Nikewomen – video training, program set-up, interviews and stories– NikeID – customised trainers

Nike

Walmart• 11 Moms Blogs

– Eleven Mom Bloggers who offer advice to families– Different types of Mom (Geek, Classy, Frugal,Domestic Diva etc.)– Not an overt advert for Walmart brand– Kudos from Analyst community (Jeremiah Owyang)

• Also has difficult online relations– Walmart Watch– Working Families for Walmart– Both very critical of Walmart policies– Facebook page hacked – bad publicity around adoption of web 2.0– Myspace campaign panned – ends after 10 weeks– Walmarting across America – very mixed reviews

Walmart

Johnson & Johnson

• Organised Baby Camp – 56 influential mothers and bloggers – Gain word of mouth infuence– Not overtly J&J centric– Discussing issues that matter to families

• Run babycenter.com – Online community for Mums – Not 100% J&J branded – competitors advertise– Advice for Mothers– Reflects waning influence of print and TV

• J&J health Channel– Videos of people with real life health issues and lets them tell their stories

• Facebook – Acuminder– Useful Application to allow you to manage vision care routine

• Facebook – ADHD– A resource page for parents with Attention Deficit Hyperactivity Disorder (9000 fans)

• Motrin Ads caused furore with online “Mommy” Bloggers– J&J withdrew Ads (showing mothers suffering back problems from carrying baby)

Johnson & Johnson

BlendTec• Little known consumer brand (more industrial reputation) in the

US• Decided to run some low quality videos of CEO blending

incongruous materials – iPhone, steel tins, golf balls

• Called it WillItBlend.com – instant success• Over 100Million views• Now have iPhone App• Raised profile of company in US and beyond• Low cost and highly effective

BlendTec

Business to Business

Content Strategy B2B

• Listen and Understand your audience and their behaviour patterns

• Map out all the stages of your buyer cycles• Create specific personas for your prospects and clients• Identify specific needs for each of your buyer personas along the

buyer cycle• Develop content for each buyer stage• Develop a content development schedule• Allocate resources or identify third parties to produce specific

content• Develop a clear voice and personality for your content• Solicit feedback from your prospects, customers and community

B2B content marketing

• Create valuable content that is of real interest to your customers• Prospective customers engage with sales teams later in the funnel

due to online information• Providing content the pre-identified types and roles of customers

want and need• Providing content that maps directly to the different stages of the

buyer cycle• Producing and sharing content that your community and

prospective customers enjoy and will potentially share• Distributing content where your customers and prospects

coalesce online

Business to Business Case Studies

Intuit Business Service Co.• Provides customer service and advice

– Twitter, Blogs, wikis (accessed 2.7 million times) and dedicated online advice sites

• Well crafted web2.0 site – Embedded customer feedback channels

• Two-way transmission of information – From customers to Accountants, Tax, Business services etc..

• Online Peer to Peer communicatin– Forums and Wikis

• Closed member feedback groups – For research and very frank opinions

Intuit Business Services

Salesforce.com

American Express

Oracle – Customer Collective

Alterian

Eloqua

MarketBright

Marketo