4D Marketing
The Key to Creating Amazing Content

garethcase.com

@gareth_case
Introduction
A bit about me
•
•
•
•

15 years running B2B marketing teams
Global Director of Marketing for Xchanging plc a...
So you’re
probably
thinking…

garethcase.com

WTF IS 4D
MARKETING

@gareth_case
Put Simply
It’s a proven
methodology to make
your content and
campaigns absolutely
bloody brilliant.
garethcase.com

@gare...
I’ve spent 15 years
collecting these.

garethcase.com

@gareth_case
And it
saddens me

garethcase.com

@gareth_case
Because it’s lazy
And it’s arrogant
garethcase.com
And what if I don’t
want to read your
brochure in the
‘conventional’ way?
garethcase.com

@gareth_case
The fact is - You’re
giving me no choice

garethcase.com

@gareth_case
Raise your hand if
your company has a
corporate brochure
or overview.

garethcase.com
Keep your hand up if
you have read, in full
a company brochure
in the past month.
@gareth_case
Keep your hand up if
it inspired you.

garethcase.com

@gareth_case
Keep your hand up if
you shared it with
anyone.
garethcase.com

@gareth_case
DIMENSION 1
Original Content.
garethcase.com

@gareth_case
Look around your
business. You’ll have
more than you think.
This important first
step lays a vital
foundation.
garethcase.com

@gareth_case
DIMENSION 2
Vertical Market.
@gareth_case
This part all about
tweaking the content

garethcase.com
But this is all a bit 90’s
No?
garethcase.com

@gareth_case
DIMENSION 3
Job Function.
garethcase.com

@gareth_case
Time for
fine tuning.
No matter what your
business is.

garethcase.com

@gareth_case
Different
stakeholders within
your customer and
prospect bases will
have different needs.

garethcase.com

@gareth_case
DIMENSION 4
Media.

garethcase.com

@gareth_case
We are not all
equally receptive to
the same types of
media.

garethcase.com

@gareth_case
So why do we force
the same types of
media on our
customers?

garethcase.com

@gareth_case
AND expect them to
engage?

garethcase.com

@gareth_case
So, the need for
differentiation and
relevant content has
really never been more
important
garethcase.com

@gareth_case
A 4 Dimensional
Example
•
•
•
•

1 piece of source content (Company Overview PDF)
8 vertical markets (Fin/Ins/Ret/Man/T&L/...
384? WTF? When
will I have time to
even start thinking
about it?
garethcase.com

@gareth_case
garethcase.com

@gareth_case
In started with…Yep you guessed
it. The company overview
brochure
garethcase.com

@gareth_case
We made it highly relevant to the
insurance market.
garethcase.com

@gareth_case
And tuned the messaging for the CEO
garethcase.com

@gareth_case
Then we turned out an infographic.
Same content, same message, different
format.
garethcase.com
@gareth_case
Then repeated steps above – An
animation
garethcase.com

@gareth_case
•

Within 1 month of launch
•
•
•

Company Overview PDF – 18 Downloads
Company Overview Infographic – 121 Downloads
Compan...
The message was crystal
clear. The company overview
brochure was dead (almost).
Giving people the choice of
how they consu...
The main reason’s for a 10
fold increase in views for each
document? Differentiation and
less time require to consume.
2 v...
•

We took it to the next level when we launched Xuber Analytics
•
•
•
•
•
•
•
•
•
•
•

Product Fact Sheet on website
Pres...
•

Xuber Analytics as a suite of content
(and associated thought leadership) is now:
•
•
•
•
•
•
•

Searchable
Sociable
Di...
•

Instead of ‘PUSHING’ out Brochures

garethcase.com

@gareth_case
•

We’ve created an engaged, relevant ‘pull’ community

garethcase.com

@gareth_case
•

Xuber Analytics Results
•
•
•
•
•

330,000+ views accumulated across all content
8 direct sales opportunities
21 leads ...
Yes, content marketing is
driving actual revenue for
our business. Remind me,
how many deals have you
won from your compan...
FINAL THOUGHTS

garethcase.com

@gareth_case
Content marketing
executed properly, will
provide a better, more
measurable ROI than any
other marketing activity.
garethc...
The rise of the Content
Marketing Manager is upon
us. It will be the fastest
growing marketing role of
2014.
garethcase.co...
Content is almost definitely
king. Invest in it. That
means your time, your
resource & your budget.
You have no chioce. Un...
Content marketing is
not to be confused
with lead generation.
It’s far more powerful.
garethcase.com

@gareth_case
It doesn’t just influence
search engines, it can
create communities and
unlock new markets,
previously inaccessible.
garet...
If you don’t take content
seriously, really seriously,
as a keystone in your
marketing strategy, it’s
time to re-consider ...
Want More?
http://garethcase.com/4d-marketing-the-keyto-creating-amazing-content

12561 Views

http://garethcase.com/conte...
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4D Marketing – the Key to Creating Amazing Content - Gareth Case, Director of Marketing, Xchanging and Xuber (14:30 - 15:00)

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You’re probably thinking, 4 dimensional marketing? Sounds like another bunch of buzzwords that will undoubtedly cost me money at some point. Wrong. The 4D methodology can be created from scratch (often expensive) or from recycling content that’s sitting right under your noses. So. What is 4D marketing and why should you care?

Gareth will demonstration the 4 dimensions that are going to make your next campaign (or piece of collateral) the most effective you’ve ever produce:

Dimension 1 – Content
Dimension 2 – Vertical Market
Dimension 3 – Job Function
Dimension 4 – Media

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4D Marketing – the Key to Creating Amazing Content - Gareth Case, Director of Marketing, Xchanging and Xuber (14:30 - 15:00)

  1. 1. 4D Marketing The Key to Creating Amazing Content garethcase.com @gareth_case
  2. 2. Introduction A bit about me • • • • 15 years running B2B marketing teams Global Director of Marketing for Xchanging plc and Xuber Author of a B2B marketing blog – garethcase.com Follow me on Twitter - @gareth_case garethcase.com @gareth_case
  3. 3. So you’re probably thinking… garethcase.com WTF IS 4D MARKETING @gareth_case
  4. 4. Put Simply It’s a proven methodology to make your content and campaigns absolutely bloody brilliant. garethcase.com @gareth_case
  5. 5. I’ve spent 15 years collecting these. garethcase.com @gareth_case
  6. 6. And it saddens me garethcase.com @gareth_case
  7. 7. Because it’s lazy
  8. 8. And it’s arrogant garethcase.com
  9. 9. And what if I don’t want to read your brochure in the ‘conventional’ way? garethcase.com @gareth_case
  10. 10. The fact is - You’re giving me no choice garethcase.com @gareth_case
  11. 11. Raise your hand if your company has a corporate brochure or overview. garethcase.com
  12. 12. Keep your hand up if you have read, in full a company brochure in the past month. @gareth_case
  13. 13. Keep your hand up if it inspired you. garethcase.com @gareth_case
  14. 14. Keep your hand up if you shared it with anyone.
  15. 15. garethcase.com @gareth_case
  16. 16. DIMENSION 1 Original Content. garethcase.com @gareth_case
  17. 17. Look around your business. You’ll have more than you think.
  18. 18. This important first step lays a vital foundation. garethcase.com @gareth_case
  19. 19. DIMENSION 2 Vertical Market. @gareth_case
  20. 20. This part all about tweaking the content garethcase.com
  21. 21. But this is all a bit 90’s No? garethcase.com @gareth_case
  22. 22. DIMENSION 3 Job Function. garethcase.com @gareth_case
  23. 23. Time for fine tuning.
  24. 24. No matter what your business is. garethcase.com @gareth_case
  25. 25. Different stakeholders within your customer and prospect bases will have different needs. garethcase.com @gareth_case
  26. 26. DIMENSION 4 Media. garethcase.com @gareth_case
  27. 27. We are not all equally receptive to the same types of media. garethcase.com @gareth_case
  28. 28. So why do we force the same types of media on our customers? garethcase.com @gareth_case
  29. 29. AND expect them to engage? garethcase.com @gareth_case
  30. 30. So, the need for differentiation and relevant content has really never been more important garethcase.com @gareth_case
  31. 31. A 4 Dimensional Example • • • • 1 piece of source content (Company Overview PDF) 8 vertical markets (Fin/Ins/Ret/Man/T&L/Aer/Hea/Pub 6 Job Functions (CEO/CFO/CTO/COO/IT Dir/Mar Dir 8 Media Types (Brochure/Infographic/Video/Blog/Social/Whitepaper/Anim ation/DM • 8x6x8= 384 pieces of content from a single source garethcase.com @gareth_case
  32. 32. 384? WTF? When will I have time to even start thinking about it? garethcase.com @gareth_case
  33. 33. garethcase.com @gareth_case
  34. 34. In started with…Yep you guessed it. The company overview brochure garethcase.com @gareth_case
  35. 35. We made it highly relevant to the insurance market. garethcase.com @gareth_case
  36. 36. And tuned the messaging for the CEO garethcase.com @gareth_case
  37. 37. Then we turned out an infographic. Same content, same message, different format. garethcase.com @gareth_case
  38. 38. Then repeated steps above – An animation garethcase.com @gareth_case
  39. 39. • Within 1 month of launch • • • Company Overview PDF – 18 Downloads Company Overview Infographic – 121 Downloads Company Overview Animation – 1,283 Views garethcase.com @gareth_case
  40. 40. The message was crystal clear. The company overview brochure was dead (almost). Giving people the choice of how they consume our information was working. garethcase.com @gareth_case
  41. 41. The main reason’s for a 10 fold increase in views for each document? Differentiation and less time require to consume. 2 vital components garethcase.com @gareth_case
  42. 42. • We took it to the next level when we launched Xuber Analytics • • • • • • • • • • • Product Fact Sheet on website Presentation on Slideshare Infographic on website Animated Video on You Tube Series of 5 Blogs on Website Live Event in London Press Release and Journalist Engagement Analyst Reports Job Function Specific Messaging All tailored to the UK/US commercial insurance industry All supported by a Social Content Plan across 8 networks garethcase.com @gareth_case
  43. 43. • Xuber Analytics as a suite of content (and associated thought leadership) is now: • • • • • • • Searchable Sociable Distributable Accessible Measurable Visible Consumable • Try it – search Xuber Analytics on Google garethcase.com @gareth_case
  44. 44. • Instead of ‘PUSHING’ out Brochures garethcase.com @gareth_case
  45. 45. • We’ve created an engaged, relevant ‘pull’ community garethcase.com @gareth_case
  46. 46. • Xuber Analytics Results • • • • • 330,000+ views accumulated across all content 8 direct sales opportunities 21 leads in development £2.3M recognised pipeline opportunity And when it’s ‘out there’ it’s ‘out there’ garethcase.com @gareth_case
  47. 47. Yes, content marketing is driving actual revenue for our business. Remind me, how many deals have you won from your company overview brochure again? garethcase.com @gareth_case
  48. 48. FINAL THOUGHTS garethcase.com @gareth_case
  49. 49. Content marketing executed properly, will provide a better, more measurable ROI than any other marketing activity. garethcase.com @gareth_case
  50. 50. The rise of the Content Marketing Manager is upon us. It will be the fastest growing marketing role of 2014. garethcase.com @gareth_case
  51. 51. Content is almost definitely king. Invest in it. That means your time, your resource & your budget. You have no chioce. Unless you like finishing 2nd. garethcase.com @gareth_case
  52. 52. Content marketing is not to be confused with lead generation. It’s far more powerful. garethcase.com @gareth_case
  53. 53. It doesn’t just influence search engines, it can create communities and unlock new markets, previously inaccessible. garethcase.com @gareth_case
  54. 54. If you don’t take content seriously, really seriously, as a keystone in your marketing strategy, it’s time to re-consider your career. garethcase.com @gareth_case
  55. 55. Want More? http://garethcase.com/4d-marketing-the-keyto-creating-amazing-content 12561 Views http://garethcase.com/content-marketingwiseguys-corporate-bullshit 2328 Views garethcase.com @gareth_case

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