Content Marketing Survival Tips - #SPARK15

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  • 1 Copyright 2015 Deloitte Development LLC. All rights reserved.

    CONTENT

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    The right audience segment(s)

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    The right channels

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    The right time

  • DETERMINE CHANNELSEstablish channels best suited for content and audience

    PLAN Identify goals Document your strategy

    DEVELOP CONTENTCreate content with target audience in mind

    TARGET AUDIENCESpecify the intended audience (e.g., role, industry)

    PUBLISH / DEPLOY Share content via channels

    Consider internal and external audiences

    MEASUREDetermine what is working

    CURATEOrganize and house content

    Content marketing: Simple in theory, difficult in practice

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    Deloittes approach to content marketing

    Content marketing = Thought leadership

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    What is thought leadership?

    Thought leadership allows an organization to frame its business capabilities, experience, and intellectual capital in the context of business issues that matter to clients, prospects, talent, and other important stakeholders.

    More than marketing collateral

    Value-added content

    Standalone value

    Increasingly diverse formats; not just white papers

    Forward-looking; not just an explanation of what has happened

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    Whats the value of thought leadership?

    Relationships

    Revenue

    Reputation Shapes a firms brand and reputation

    Builds and enhances the value of a firms client relationships

    Drives revenue by putting the firm in contention for more work

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    In today's information-flooded world, the scarcest resource is attention, not ideas or talent.

    The attention economy

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    The attention economy

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    We suffered from this problem in spades high spend, low ratings, internal and external feedback that were not known for our insights.

    The attention economy

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    Relevant

    Clear point of view Action-oriented

    Credible Anchored in research and

    experience Authored by reputable and

    credentialed practitioners

    Practical

    Compelling formats Accessible/digestible Novel Well-written

    Appealing

    Deloitte clients anticipate content that is:

    - Targeted to specific audiences- Linked to business issues that matter

    - Written with a clear point of view- Action-oriented

    - Anchored in research and experience- Authored by reputable and credentialed practitioners

    - Presented in a compelling format- Well-written and novel

    Relevant

    Practical

    Credible

    Appealing

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    Our quantity overwhelmed our quality

    2,850Just Because You Can, Doesnt Mean You Should

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    Our formats were dull and unappealing

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    It was difficult to find our thought leadership

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    We werent reaching our clients

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    It tookus so long to publish

    It took us too long to publish

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    We werent known for distinctive points of view

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    Deloittes thoughtware strategy

    Improve quality

    Focus on key issues

    Create a new publishing platform

    Collaborate relentlessly

    Measure what matters

    1

    2

    3

    4

    5

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    Improve quality Novelty: The potential for

    thoughtware to augment the existing literature and intellectual conversation on specific issue.

    Validity: The logical cohesiveness and analytical rigor of thought leadership as reflected by the various research methodologies used.

    Utility: The degree to which readers are able to act on what they read.

    Voice: The degree to which a thoughtwares structure, length, and tone are appropriate to the topic, audience, and objectives.

    Eminence quality

    Novelty

    Validity

    Utility

    Voice

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    Focus on key issues

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    Collaborate relentlessly

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    Media Hits

    Engagement

    Reach People reached (e.g., social media reach, website

    hits, clicks from posts and tweets, reach of media) Readers (e.g., book sales, downloads)

    Interviews Media mentions (e.g., TV, articles)

    Likes and shares Client conversations Opportunities identified

    Reviews Ratings and reviews Recommendations Recognition and awards

    Speaking engagements Success stories/anecdotes

    Share of Voice Percentage of mentions vs. competitors Percentage of reach and engagement vs. competitors Rankings and reviews vs. competitors

    Measure what matters

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    Imprint

    Colophon

    Visual identity

    Brand

    Curation

    Create a new publishing platform

    Video

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    Test and learn

    MOOC 3D opportunity: The course on additive manufacturing for business leaders

    AMBASSADORPROGRAM

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    We are making great progress

    146k+ page views29k SlideShare views

    13k video views

    196k+ page views80 media placements~3M impressions

    50k page views17 media placements30M impressions

    #18in FY11

    #2in FY15

    #1 Business Book on Globe and Mail

    34M+ media impressions

    2k+ mentions

    Axiom awardSmall Business Book award

    8 top book lists147M+ media reach40M+ social reach

    Improved Ratings

    High Audience Engagement

    Noteworthy Awards

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    Innovative Delivery Platforms

    Significant Client Interactions

    Branding Linkages

    We are making great progress

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    We are making great progress

    #2 OverallSource for Consulting publishes 2nd annual study on the impact and distribution of thought leadership

    #2 Choice #2 Impact

    #2 Consumptionrespondents read thought leadership from Deloitte in the last 12 months

    July 2015 research study shows Deloitte #2 in Impact of Thought Leadership

    respondents would choose to read Deloitte thought leadership over others

    respondents said they read thought leadership by Deloitte and it had a positive impact

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    Campaigns - big ideas we want to own in the market

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    Industry-Aligned Eminence

    Campaigns take our eminence from scattershot to focused and increase our impact in the marketplace

    Leading collection on DU Press

    30,000+ hours of external interaction

    Internal and External Collaboration

    Significant Client InteractionsMassive Open Online Course (MOOC)

    Additive Manufacturing campaign

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    Campaigns require compelling topics, clear target audiences, and tightly coordinated suites of content

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    Internal and external collaboration improves content and reach

    Ecosystems help us develop, deliver, and amplify content.

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    Campaign Components

    Campaign content is delivered via traditional and innovative formats and channels

    MOOC

    Blogs

    Infographic

    Video

    Articles

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    The AM MOOC broke new ground for Deloitte thought leadership

    First ever massive open online course (MOOC) offered by a professional services firm

    Collaborations accelerated progress, reduced costs, enhanced content, and expanded reach

    12,000+ people registered from 73 countries; above average course completion rates

    Course quality in the top 5% of all MOOCs

    Co-founder Amin Saberi

    Winner: Other Digital Marketing Tools Podcast, Video Webinar, Wiki Application

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    And position Deloitte to help shape how leaders think about important issues

    Ame