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How do we create quality & value instead of sharing recycled crap content? Crap may lead to downloads, but it rarely generates high quality leads. In 2013, we have an extraordinary chance as marketers to carry on a dialogue with our future customers. To maintain & increase market share, we have to be more strategic & create content that features expertise on behalf of the whole company & provides a deeper connection between customers & companies they do business with, whether it's B2C or B2B.
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Cara Posey – Chief Marketing Officercposey@expertfile.com@caraposey
Building a Quality Content Marketing Framework
and kicking crap content to the curb
Hi! I’m Cara
Chief Marketing Officer for Expertfile.com (formerly Speakerfile.com)
Use Twitter? Make sure to use the hashtag #WOMMU & follow me @caraposey
Who’s using content marketing?
Source: Demandmetric.com
91%86%b2b
b2c
What’s the point of content marketing?Identify multiple points of entry with customers
Reach customers in any stage of the buying cycle
Build awareness with prospective customers
Build authority for the company within certain industries
Rather than just selling, we’re offering value to the customer. We’re signaling commitment.
What counts as content marketing?
What’s the difference?Quality Content Crap Content
Specific Goals General Goals
Measurable Results Hope for Results
Focuses on Quality of Leads Focuses on Quantity of Leads
Focuses on Value of Sales Focuses on Leads not Sales
Specific Content General Content
Advancing industry Conversation Regurgitating industry Conversation
Ties to Specific Experts Ties Only to Company
But Cara, what’s the big deal?
A clogged funnel doesn’t work for anyone. It’s not efficient and it doesn’t make (as much) money.
#1
Invisible Experts
SlowResponse
PoorMeasurement
No integration with other online
properties
Not organized for real-time breaking
issues/events
No way to quickly track Interactions
No easy way mange track
expert content
Misdirected requests for
expertise
No Control• No standard content format optimized for expert
related content• No control over what’s published to employee
accounts • Difficult to aggregate content across a wide array of
online sites• No ability for agents or agencies to manage content for
experts
No social media sharing
opportunities
Loss of SEO
#2
Like Ben Affleck movies, content falls into three categories…
Building a quality content frameworkStart with expertise
– Who are your senior leaders?– Who are your subject matter experts?
Look at industries served– How many industries do you touch?– Do you have experts that can speak to all of them?
Make sure you have overlapping expertise in every industry for adequate coverage.
Indentify industries
BusinessHealthcareMarketingEnvironmentMediaScience & TechnologyLegalGovernment & PublicCharities/NonprofitsSports & LeisureTransportation
Construction/HousingCulture & SocietyEnergy & ResourcesEntertainment & ArtsFinanceFood & BeverageManufacturingHR & TalentIT & ElectronicsRetail
Framework phase 1Experts Legal Healthcare Finance
Lisa CEO X X X
Kevin CMO X X
Mark SVP X X
Susie Expert X
George Expert X
Valerie Expert X
Sales. Now 100% more engaging.
Framework phase 2Experts Legal Healthcare Finance
Lisa CEO X X X
Kevin CMO X X
Mark SVP X X
Susie Expert X
George Expert X
Valerie Expert X
Jennifer Sales X
Tim Sales X
Research how best to reach your targets
Framework phase 3Experts Writing Video Photos Audio Research/
AnalysisSpeaking
Lisa CEO X X X X
Kevin CMO X X X X X
Mark SVP X X
Susie Expert X X X
George Expert X
Valerie Expert X X X
Jennifer Sales X X X
Tim Sales X
Get to know your analyticsconsumption – sharing – lead generation – sales
OnlineVisibility
Real-TimeEngagement
Analytics & Control
Website Integration
Search Engine
Optimization
eCommerce
Sharable
Workflow
Notifications
3rd Party Access
Content Staging &
Review
Lead Generation Reporting
ContentAsset
Tracking
Lead Generation
Publish
Brand authority and brand awarenessBrand authority is how much respect you have in your industry.
– Depth of expertise– Variety of experts– Thought leadership
Brand awareness is how much you are known throughout the industries you serve and by your customers.
– Name recognition– Reputation– Referrals
strive for awareness AND authority
Balance opportunity to convert with value
Why personality matters
People buy from people
People dislike being sold to
In your entire life, you have likely never had a conversation with a Sales Department. A Sales Department did not come in on Monday morning and share the amazing hike he took with his son over the weekend. A Sales Department was not upset when his dog of 16 years died. And a Sales Department has never helped you make your computer run faster. But Brian probably has. And when you talked to Brian about that computer or that hike, he likely didn’t speak in vaguely generic terms (“Walked on Trail,” “Save on Memory”). He told you his story in a way that related to you. (“I know how you loved hiking on Big Talbot Island. Well, this weekend we went there and spotted a school of bottlenose dolphins just yards from the trail,” “You can speed up your Dell Latitude D620 with this free memory tool.”)
Source: Marketingexperiments.com
We’re all customersIn one family you have customers, subject matter experts, and thought leaders
Imagine what you can find in your organization if you look beyond the executive team
Your to-do list:Identify your leaders and subject matter experts
Focus on industries served
Research best target methods for each industry
Create content that is valuable and adds to industry conversations
Connect your content directly to your experts
Evaluate performance through analytics and sales
Refine and repeat
Cara Posey – Chief Marketing Officercposey@expertfile.com@caraposey
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