@PamDidner Innotech 2013, Austin

Harnessing the Power of

Content Marketing

- A process for content marketing  - Important pre-steps before implementation - Tips and tricks during implementation

For today's session

What’s your favorite website?

Why do you go there?

You go there to…

-Be Entertained -Learn -Be Challenged -Solve

Therefore...

Your marketing should provide one or more

of the following: -Entertainment -Knowledge/Information

-Challenges -Help/Solutions

Definition of Content

“Anything that conveys meaningful information to humans.”

-Erin Kissane, ‘The Elements of Content Strategy’

 

Definition of Content Marketing

“The process of developing and sharing relevant, valuable, and engaging content to target audience with the goal of acquiring new customers or increasing business from existing customers.” - Amanda Maksymiw

Content Marketing

Adds value to

your customers

We need a plan and a

process Plan

Business Objectives

Target Audience

Content Creation

Content Distribution

Budget

Planning

Success Measurement

•  Increase Revenue

•  Decrease Cost

Align Business Objectives

with Marketing Objectives

•  Build Brand Equity

•  Create/Retain Customers

•  Enable Sales

Business  Objec,ves  

Marke,ng  Objec,ves  

Translate Business Objectives to

Marketing Objectives

Business: Increase x% of <Product> revenue ($xM) by expanding to <Segment>

Marketing: Establish <Product> as the preferred choice for <Whom> in the <Segment> by building awareness & driving demand

When you get back to work Business Objectives:

Marketing Objectives:

Strategy

Business Objectives

Target audience

Content Creation

Content distribution

Budget planning

Success Measurement

Audience: Create persona

A good persona provides insights

Techno

logy  In

frastructure  

#  of  sites   p  IT  Budget   $$$  

%  of  employees  with  a  dedicated  computer  

Computer  installed  base  

Computer  refresh  cycle  

>50%  installed  base  of  laptops   p  Server  installed  base  

Has  a  enterprise  class  data  center   p  Smartphone  installed  base  

Tablet  installed  base  

Currently  use  SaaS,  IaaS  or  PaaS   p  Server  virtualizaFon   p  Security  

Ravi, IT Manager Med. & Lrg. Business

Tech Enthusiast

External Influencers Organ

iza,

onal  A=tude

s  and

 Business  

Outcomes  

Use  tech  as  compeFFve  advantage   p  

Willingness  to  pay  a  premium   $$$  

Early  tech  adopters   p  Employees  that  are  extremely  connected  and  extremely  dispersed   p  

Full  Fme  dedicated  IT  staff   p  

88%

% with Dedicated IT Budget

$10.4M

Avg. IT Budget

p

Mean Deployment Size

3,168  

329  

1,016  

420  

90%

95%

65%

43%

Technologies in Use

p

p

p

p

Influencers

IT Budget

IT Environment

Intel IT Manager Persona

Leveraging  Data

Business  intelligence  tools  to  speed  the  ability  to  report,  analyze  and  store  data  (e.g.,  data  mining,  analyFcs,  data  warehousing,  etc.)  Data  management  applicaFons  that  control,  protect,  deliver  and  enhance  value  of  data  and  informaFon.  (e.g.  ERP,  CRM,  transacFonal  databases,  etc.)  

CapabiliFes  to  improve  our  vendors’  or  partners’  abiliFes  to  access  our  data.  (e.g.  web  portals,  B2B  gateways,  etc.)  

Business  process  capabiliFes  to  improve  workflows  within  my  company  (e.g.  six  sigma,  business  process  modeling,  etc.)  

VirtualizaFon Desktop  virtualizaFon  

Server  virtualizaFon  (e.g.,  expanding;  improving  manageability  etc.)  

Telework/  Mobility

CapabiliFes  to  enable  employees  to  work  from  home  (e.g.  VPN,  Citrix,  remote  access  to  the  company’s  network,  etc.)  Enabling  employees  to  use  their  personally-­‐supplied  devices,  computers  or  phones  to  connect  to  the  company’s  network  

Security

AutomaFng  IT  management  (e.g.,  sodware  /  patch  updates)  

Improving  compliance  with  regulaFon  

Improving  our  company’s  IT  security  

Other

Improving  the  delivery  of  applicaFons  across  different  devices*  

Giving  new  company-­‐supplied  compuFng  tools  to  employees  such  as  smartphones,  tablets  or  similar  ConsolidaFng  or  integraFng  our  data  centers,  network  and  storage  infrastructure**  

CapabiliFes  to  accommodate  or  manage  data  growth  and  storage  needs  

Ravi, IT Manager Med. & Lrg. Business

Tech Enthusiast

Very High

Security

Very High

Very High

Very High

Collaboration

Mobility

Information Mgmt

IT Initiatives Challenges/Concerns

IBM Police Chief for Public Safety Sector

Influencers

Content Distribution

Content Topics

Source:  IBM  “The  Science  of  MarkeFng.    The  Art  of  ConversaFon”,  Michele  Grieshaber  

Job Description

Drake  Mortors  Company-­‐  SUV  potenFal  buyer    

Content Distribution

Content Creation

His Objectives

To Do: Create your own persona

Image

Name? Personal Profile? Job Description? Challenges or Desires? Content needs? Preferred media to receive information?

Persona is not a panacea

-Social Listening

-Seller Interviews

-Buyer Research

-Keyword Search

-Other data…

 

Gather additional insights from:

Reference point: A good comparison on social listening tools

http://social-media-monitoring-review.toptenreviews.com/  

Reference point: Keyword Search Tools

http://copyblogger.com/keyword-research-tools/

Reference point: Keyword Search Tools

http://www.iacquire.com/blog/the-best-free-premium-keyword-research-tools/

My company asks me to support multiple audiences and business objectives. What should I do?

Tip: Prioritize Get buy-in from mgmt. Less is more.

Understanding the customer journey is another

pre-requisite for content creation

But, everyone’s journey is a little different…

Search and social media

make the customer journey harder to follow

Let’s sit back and think about the customer journey

differently

Create a customer journey to follow how they “think”,

not how they “purchase”

Learn Plan Decide Purchase

I have an issue. How should I solve the problem?

What tools do I need to help me solve the problem and make a good decision?

Help me build the business case to make a purchase.

3rd Party Market Research White Paper

Buyer’s Guide/Selection Guide

Demos

Case Studies

Videos / Webcasts/ Webinars

eBooks

Product Brief / Technology Brief Newsletter

Select topics to address your audience’s needs

Intel Example: Map content to IT manager’s thought journey

Select 3-5 Assets for each stage

Learn Plan Decide Purchase

I have an issue. Explain a concept, product or technology to address the issue.

How should I solve the problem? Best practices to solve the problem.

What tools do I need to help me solve the problem and make a good decision? Help them to sort through diff. options.

Help me build the business case to make a purchase.

-  Product Brief -  Market Research -  eBook -  Video:

Virtualization 101

-  White Paper -  Market Research -  Buyer’s Guide -  Top 10 tips -  Demos

-  Selection Guide -  Case Studies -  Cost and feature

comparison guide

-  Case Studies -  ROI selection

tool -  Cost and feature

comparison guide

Topic: Virtualization

IBM Example: Map content to Police Chief’s thought journey

Source:  IBM  “The  Science  of  MarkeFng.    The    Art  of  ConversaFon”,  Michele  Grieshaber  

Plan

Business Objectives

Target Audience

Content Creation

Content Distribution

Budget Planning

Success Measure-

ment

How to tie content creation and distribution to the customer

journey?

Map content to media channels

Earned Media Organically generated Social Media Platforms

Paid Media Owned Media Traditional Advertising/ Demand Generation Corporate Properties

Converged Media*

*Source: Altimeter Report: Paid + Owned + Earned = Converged Media by Rebecca Lieb & Jeremiah Owyang

Content syndication, paid media banners, customized paid MKT programs

Direct email, company websites, company communities

Content syndication, social media presence, 3rd party communities/forums

When to use long form content

Paid Media Owned Media Traditional Advertising/ Demand Generation Corporate Properties

Content syndication, paid media banners, customized paid MKT programs

Direct email, company websites, company communities

What about Social Media?

Paid Media Owned Media Traditional Advertising/ Demand Generation Corporate Properties

Converged Media*

Content syndication, paid media banners, customized paid MKT programs

Direct email, company websites, company communities

Content syndication, social media presence, 3rd party communities/forums

Earned (Social) Media Organically generated Social Media Platforms

*Source: Altimeter Report: Paid + Owned + Earned = Converged Media by Rebecca Lieb & Jeremiah Owyang

Tip: Repurpose, Reuse, Refresh Content

Long From Content (1)

Short From Content (4)

Social Content (20)

For Social Media: Break down long form content

To multiple short forms

Source:  Bonfire  MarkeFng  

Short Form Examples

27-pages White Paper

600-800 word blog posts Source:  Bonfire  MarkeFng  

Social Content Examples

Source:  Bonfire  MarkeFng  

To harness the power of content for social media

Think like a newspaper publisher

Once you know Your objective,

audience, content creation and distribution…

You can determine your budget

You can determine your success metrics

 

Once you know

your budget

Harnessing the power of content marketing:

Understand your audience

Map content with customer thought journey

Repurpose, reuse and refresh content