Connecting Content Marketing Experiences

#ccmx@robert_rose @sean_schroeder

CO N N E C T I N G CO N T E N T M A R K E T I N G E X P E R I E N C E ST H R E E K E YS TO M O R E CO N N E C T E D A N D A L I G N E DT E C H N O LO GY A N D M A R K E T I N G AG E N DAS

R O B E R T R O S E & S E A N S C H R O E D E R


S E A N S C H R O E D E R

Chief Experience Officer, Blue River

Co-founder, Mura Platform



R O B E RT R O S E

Chief Strategy Officer, Content Marketing Institute

Senior Contributing Analyst, Digital Clarity Group


“Ultimately, experiences will simply become marketing.”


T H E STAT E O F T H E D I G I TA L M A R K E T I N G STAT E

H OW A R E W E D O I N G?


M A R K E T E R S TO DAY A R E FAC I N G T H I S H O B S O N ’ S C H O I C E O F M A R K E T I N G .

W E C A N E I T H E R D O I T B A D LY, O R D O N ' T D O I T AT A L L .

B U T O F CO U R S E , W E H AV E TO D O I T.


T H E R E A R E T E N S , H U N D R E DS , O F N E W C H A N N E L S T H AT O U R CO N S U M E R S E X P E C T U S TO B E O N



W E N E E D TO :

• Get better insight from all of the things we're doing, and all the prospective consumer behavior, other than simply looking at customer records

• Figure out how to navigate this and get above the noise

• Figure out how to scale our efforts to meet the expectation to be relevant everywhere at once.


CO N S U M E R S A R E A N G RY W I T H B R A N DS D U E TO T H E A M O U N T O F DATA T H E Y H AV E TO G I V E OV E R FO R A P O S I T I V E E X P E R I E N C E


How much value are we going to return in exchange for that data?



How do we move forward?


• Does the data that we have reflect the audience we're trying to attract and the value we're trying to deliver?

• How can we start understanding the customer, even before they explicitly raise their hand?


W E ' R E N OT B U I L D I N G L E A DS , W E ' R E N OT B U I L D I N G O P P O RT U N I T I E S .

Y E T.

W E ' R E B U I L D I N G A N AU D I E N C E .



D E V E LO P I N G A N AU D I E N C E I S T H E H E A R T O F CO N T E N T M A R K E T I N G .



• How do we get better insight and access into prospective consumer behavior by means other than simply looking at existing customer records?

• How do we rise above the noise, and scale to have presence on new and existing social and content channels?

• How do we connect and orchestrate our own content in a way that enables us to actually deliver powerful, personally relevant, and ultimately persuasive experiences?


STA RT W I T H DATA .

CO N N E C T E X P E R I E N C E S TO I M P R OV E W H AT W E H AV E O R S I M P LY STA R T F R O M S C R ATC H .



D O N ’ T M O ST M A R K E T I N G AU TO M AT I O N SYST E M S P R OV I D E U S W I T H P R E T T Y G O O D DATA?


M A R K E T I N G AU TO M AT I O N I S O N E O F T H E B E ST P L AC E S TO STA RT T H E DATA CO L L E C T I O N P R O C E S S .

B U T FA R F R O M CO M P L E T E .


– R O B E R T R O S E

“When we’re building an audience, when we’re exchanging value for data, we’re build g

engagement with an audience that has nothing to do with them being leads in any capacity.”


W E N E E D :

• A new outlook and approach that embraces audience development

• Technology that facilitates it and helps tie things together.


I N M A N Y O R G A N I Z AT I O N S , T H E T E C H N O LO GY D R I V E S T H E ST R AT E GY , R AT H E R T H A N T H E ST R AT E GY D R I V I N G T H E T E C H N O LO GY .


L E T ' S A R C H I T E C T T H E E X P E R I E N C E S W E WA N T O U R C U STO M E R S TO H AV E



T H E N … L E T ’ S F I N D T H E T E C H N O LO GY T H AT M E E TS T H E R E Q U I R E M E N TS O F T H O S E P R O C E SS E S


W E S H O U L D ST E P B AC K A N D AS K …

• What should the experiences be like?

• How can we actually reduce the amount of content we're creating and increase its impact so that we can begin to focus on providing great content people want to give over data for?


The ideal technical solution would provide the connective tissue between the marketing automation system, the CRM and any other point of data collection



A G R E AT T E C H N O LO GY I S G O I N G TO H E L P U S S C A L E O U R E F FO RTS


P U L L I N G DATA I N F R O M T H E E X P E R I E N C E S W E ' R E C R E AT I N G G I V E S U S M O R E I N S I G H T I N TO H OW TO C R E AT E B E T T E R CO N T E N T


Can we start using it to truly automate this content display?


Can we start to optimize a channel to an anonymous visitor even before they've raised their hand?


Can we start using content, NOT to personalize it for them, but to persona-ize it to optimize a particular part of our website based on their previous behavior across different channels?


T H E AU D I E N C E D E V E LO P M E N T I M P E R AT I V E


T H E B E N E F I TS O F A N AU D I E N C E D E V E LO P M E N T F I R ST A P P R OAC H A R E N OT N E C E SSA R I LY L E A D O R SA L E S D R I V E N


A N E X A M P L E


• Consumers willingly give very detailed data for because the content is valuable to them

• The subscribed content provides actionable insight…

• …more data

• …and better research about their consumers than any research company on the planet


H OW D O E S T H AT A P P LY TO B 2 B ?• If you build an

audience you can assume that a small percentage of people will be pulled into your marketing funnel

• We gain value on the rest by looking at the data we're assembling to improve all of our efforts


E V E N T H E DATA T H AT D O E S N ' T I N D I C AT E “ S U CC E S S ” ST I L L H AS VA LU E B E C AU S E I T P R OV I D E S AC T I O N A B L E I N S I G H T


AS W E STA RT LO O K I N G AT T H E E F F I C AC Y O F O U R CO N T E N T, W E C A N STA RT TO B U I L D VA LU E FO R :

• Marketing Research

• Advertising

• Product development

• …and all sorts of things that go beyond just generating a lead


AU D I E N C E D E V E LO P M E N T H E L P S A L I G N CO N T E N T AS A F U N C T I O N I N T H E B U S I N E SS


“When we start switching over to an audience-centric strategy, we start seeing content work cross-functionally, where we can re-use, re-purpose, and reduce the amount of content.”


P E R S O N A L I Z E D VS . S H A R E A B L E : CO N F L I C T I N G N OT I O N S?


M A R K E T I N G H AS G OT T E N W R A P P E D A R O U N D T H E A X L E O F P E R S O N A L I Z AT I O N


• Personalized content is rarely personal

• And even when it is, you never share personalized content


“If it's for me, I'm much more unlikely to share that with my community than I am if it's persona-ized—if it's for somebody like me.”


I T D O E S N ' T M AT T E R I F I T ' S P E R S O N A L , I F I T ' S N OT R E L E VA N T— I ’ M I M M E D I AT E LY I G N O R I N G I T.


W E C A N G E T LO ST I N T H I S I D E A O F T RY I N G TO P E R S O N A L I Z E CO N T E N T

FO C U S I N G O N VA LU E A N D R E L E VA N C E I S M U C H M O R E P R O D U C T I V E WO R K


T H E R I G H T VA LU E , TO T H E R I G H T AU D I E N C E , I N T H E I R T I M E .


T H E R I G H T M E SSAG E , TO T H E R I G H T P E R S O N , AT T H E R I G H T T I M E :G E T T I N G R E A L LY G O O D AT P U S H M A R K E T I N G



• Stop trying to map everything we do to some micro-decision in the buyer journey and target them at the right specific moment

• Instead, just go create this brilliant, remarkable, powerful experience somewhere…

• …and let the audiences find it in their time…let them explore it on their time.


“Build an audience and deliver value in their time, so they bounce around as an audience member for however long they need to, they'll eventually come to the conclusion that your solution is the right one for them.”


A ( N E W ) CO N T E N T M A R K E T I N G D R I V E N A P P R OAC H

• Inbound at its core…

• …but can be approached at any level of the funnel


W H Y D O N ' T W E J U ST FO C U S O N D E L I V E R I N G T H R E E E X P E R I E N C E S ?


N U RT U R E Let's connect it to an amazing nurturing experience

AWA R E N E SS Let's create an amazing awareness experience

LOYA LT Y Let's connect that to an amazing and remarkable loyalty experience


I F W E C A N D O J U ST T H O S E T H R E E T H I N G S , W E ’ R E G O I N G TO B E I N WO N D E R F U L S H A P E TO C R E AT E S U CC E SS FO R T H E B U S I N E SS


H OW D O W E D O T H I S?


CO N V I N C I N G P E O P L E T H AT AU D I E N C E D E V E LO P M E N T I S S O M E T H I N G T H AT ’ S WO RT H D O I N G I S T H E F I R ST ST E P, C R O SS I N G T H AT C U LT U R A L H U R D L E


3 T I E R S

Data-Management Layer

1

2

3

Engagement Management Layer

(Website, Blog, Social)

Content, Channel & Experience

Management Layer


W H AT D O E S T H I S T E C H N O LO GY S O LU T I O N LO O K L I K E ? I S I T :

• CRM?

• Marketing Automation?

• Content Management?

Y E S .


T H E AU D I E N C E D E V E LO P M E N T I M P E R AT I V E R E Q U I R E S T WO T H I N G S :

• The cultural change that we have to make to convince that audiences are an asset worth creating

• A technology architecture that helps us facilitate it


W H AT C A N W E D O TO DAY ?


FO R M A N Y M A R K E T E R S , T H AT ’ S T H E W E B C H A N N E L

STA RT W I T H T H E T H I N G S YO U C A N CO N T R O L


– M A R C U S S H E R I DA N

“You can put the audience development and content into your business as a project or as a culture. If you put it in

as a project, it’s destined to fail because projects ultimately come to an end. If you put it in as a culture,

it becomes who you are.”


– R O B E R T R O S E

“Marketing doesn’t change content’s purpose, content changes marketing’s purpose.”


T H A N K YO UD OW N LOA D T H EW H I T E PA P E R

C H E C K O U T T H EI N FO G R A P H I C

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