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Presented at the High Five Conference (Raleigh 2014), this is an overview of how our division switched from collateral to valuable online content. The journey was rooted in winning internal influence and finding small wins to keep momentum. If you are struggling with earning budget, making the case for content marketing, and fighting against the 'brochure + ads' marcomm culture, I'd love to hear your experience.
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Imagination at work.
@Steven_Pepe, GE Water
Escaping Brochures How we got started with content marketing
GE content
vs. GE Water content
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This was our growth strategy
How did we get started (with digital)?
Finding a shared painpoint
Leads!
We knew…
Better content = better leads
Earn equity + influence by showing revenue impact
Leaders needed to hear….
Competitors are doing it better
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Title or Job Number | XX Month 201X See tutorial regarding confidentiality disclosures.
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How we got started (with content)
Title or Job Number | XX Month 201X See tutorial regarding confidentiality disclosures.
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How did we get started (with content)?
By auditing what we had.
The good news? We had plenty of technical content. Gobs of it.
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But did it match up to the “journey”?
Overview + splash videos
Product summaries
Fact sheets
How does it work?
Tech papers
Benchmark reports
Case studies – ease of use
Case studies with ROI
TCO comparisons
Savings calculators
Awareness Consideration Justification
So we reorganized to appeal to different stages…
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Industry, Application, Products
Finding user flows for all
stages of customer Q’s
Start telling more stories…
video, webinar, case studies
… Our early results helped win influence
• Reached 60K visits/month
• Began converting web visitors into marketing-qualified leads
• Simplified all lead collection through 2 Marketo forms
• Upload/assign leads in CRM, minimize data entry for reps
• Measure website traffic $ closed won
250+ leads 130 new opps 7-digit return
And we can start telling more interesting stories…
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Now the content investment has opened up
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… and use content in automated campaigns
Open rate - 59% , Click rate - 28%, Reuse of all existing content
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The hardest step was from brochures to valuable content. The next step is the fun part… to emotional storytelling.
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The Steps Needed for Change
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Thanks for reading!
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