Bob Barker Sept 2011
Who I am – a Marketing VP
Co-author
The 4 Wonders of modern marketing Created by the Internet Search Enabling you to be found <ul><li>SEO & PPC </li></ul><ul>...
Still mastering online social, good at offline social
 
Why do you need a content engine? Without one it stops the business, its not an option Your News Your website Your Sales P...
WARNING TO PRODUCT MANAGERS AND BUSINESS UNIT OWNERS: If your is content is not well represented on the content hub (the w...
Content is the new currency of marketing
The Bob Barker Marketing Orchestration Model (all S ’ s to remind everyone social is important in everything!) Say News & ...
The Bob Barker Marketing Orchestration Model (all S ’ s to remind everyone social is important in everything!) Say News & ...
The Bob Barker Marketing Orchestration Model (all S ’ s to remind everyone social is important in everything!) Say News & ...
Content is King Marketing is Queen
Content is not king, helping your audience (people) is king
Content Creation Machine – Step 1 Research Say What ’ s hot? Social What ’ s trending? Search What ’ s clicking Site What ...
Types of content <ul><li>White papers </li></ul><ul><li>Blog posts </li></ul><ul><li>Brochures </li></ul><ul><li>Case stud...
Marketers have never had it so good Marketing Holy grail: understand what your customers want and are looking for Social M...
73% Use search as their first port of call when looking for information
Volume of conversations What are they talking about?
Compare with competitors Do we need to increase our activity?
Sentiment and Tone Is it content they are negative about? What content could they share?
Demographics Build content for different groups
Web Domains Better have a strategy for Youtube content
The communities that advocate your products Have content ready for these channels
Word and Author Tag Clouds Do people want  Content detail?
Understand the geographic spread of conversations Content in different languages?
Content Creation Machine – Step 2 Plan <ul><li>Needs assessment and planning </li></ul><ul><li>Meeting </li></ul><ul><li>O...
Identified hot or trending or sales focused topics for the Quarter <ul><li>Inflation </li></ul><ul><li>New product  </li><...
The biggest risk to successful marketing comes from boring campaigns and wrong messages (83%), resulting from poor custome...
Content Creation 101 Why people engage with content Authority, Coolness, Social Proof,  Pain , Pain and Urgency, Free, Fun...
Content Creation 102 Freemium Video Based Education based Information Products Current Emotion/ News Why people engage wit...
But who any one time who is the market? In the Market Not in the Market 3% Source:  Chet Holmes 91% 6% Might be
Freemium Strategy
Information Based Marketing  How to... <ul><li>Write some great desirable, pain solving information, or </li></ul><ul><li>...
Education Based Marketing <ul><li>Changing the buying criteria </li></ul><ul><ul><li>From: Buy my stuff its great – compet...
Rise of the use of Video
Themes for the Quarter <ul><li>Our 10 step guide to combat inflation </li></ul><ul><li>How our new product can double your...
Content Creation Machine – Step 3 Create and Extract Say What ’ s hot? Social What ’ s trending? Search What ’ s clicking ...
Written <ul><li>Subject Matter Experts in-house </li></ul><ul><li>Your PR company </li></ul><ul><li>Commission external wr...
Video
Infographic’s – get creative
Think viral and social…
Think Customers are the new channel
And ask people to contribute on blogs...
Find and empower your Social Media Rock Stars
What about your CEO? Job requirements for CEO ’ s will include blogging
Finding a passion
The internet forces you to define yourself  Social Identity the new Silicon valley battle ground Reputation Influence Cred...
WARNING TO PEOPLE IN CORPORATES:  You may not have had time to notice or take part in what is happening in the social worl...
Content Creation Machine – Step 4 Schedule Say What ’ s hot? Social What ’ s trending? Search What ’ s clicking Site What ...
PR Edcals – Editorial Calendars It must be newsworthy
Blogger Edcals Where do they find the time?
Make it easy – for contributors
Break it up
Content GTM plan for the Quarter PR News Story Blogs Video Web Content Email @ @ @ @ @ @ @ @ @ Direct mail Ongoing Convers...
Coordinate for impact/adoption around your theme PR News Story Blogs Video Web Content Email @ @ @ @ @ @ @ @ @ Direct mail...
Editor in Chief You are a publisher now… On brand Quality Raw editorial Co-ordination
Content Creation Machine – Step 5 Execute and Engage Say What ’ s hot? Social What ’ s trending? Search What ’ s clicking ...
Deployment process – Social Media Repurposing content opens new points of distribution and has a  compounding effect on re...
Asset deployment by SM channel
website Corp blog Corp Video Twitter Slide Share Facebook LinkedIn YouTube Ybc/VIP Player RSS Feeds Customer Community Bui...
Using content for the Customer Journey   Email Marketing/onsite marketing <ul><li>How would the conversation go with a cus...
Content Creation Machine – Step 6 Measure Say What ’ s hot? Social What ’ s trending? Search What ’ s clicking Site What ’...
Measure <ul><li>Success equals </li></ul><ul><ul><li>Brand awareness, Social Buzz, leads, revenue generated </li></ul></ul...
Questions? Bob_Barker [email_address] +44 7768 936916
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How to build a content creation engine

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A 6 step process on how to create a content creation engine for an organisation - Research, plan, create & extract, schedule, execute & engage, measure. It will give the viewer a few hints and tips generally about the keys to creating content as well as a process to follow.

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How to build a content creation engine

  1. 1. Bob Barker Sept 2011
  2. 2. Who I am – a Marketing VP
  3. 3. Co-author
  4. 4. The 4 Wonders of modern marketing Created by the Internet Search Enabling you to be found <ul><li>SEO & PPC </li></ul><ul><li>Almost a perfect market mechanism </li></ul>Social Enabling you to join the conversation <ul><li>Social Platforms </li></ul><ul><li>SMO </li></ul><ul><li>Social Media Monitoring </li></ul><ul><li>1:1 interactivity with customers </li></ul>Site Enabling you to market yourself <ul><li>Blog </li></ul><ul><li>Website </li></ul><ul><li>Facebook fan (BRAND) page </li></ul><ul><li>Everyone can be a publisher, have a voice </li></ul>Send Enabling you to keep in touch <ul><li>Your Database </li></ul><ul><li>Email Auto responder </li></ul><ul><li>Your Data Asset, your equity in relationships, competition proof </li></ul>
  5. 5. Still mastering online social, good at offline social
  6. 7. Why do you need a content engine? Without one it stops the business, its not an option Your News Your website Your Sales Publisher with deadlines Shop with Shelfs to fill Hungry Salesforce Hold the front page For 3 weeks No stock For 3 weeks No leads For 3 weeks
  7. 8. WARNING TO PRODUCT MANAGERS AND BUSINESS UNIT OWNERS: If your is content is not well represented on the content hub (the website) your product therefore doesn ’ t exist and we aren ’ t going to sell it
  8. 9. Content is the new currency of marketing
  9. 10. The Bob Barker Marketing Orchestration Model (all S ’ s to remind everyone social is important in everything!) Say News & Spokespeople Search SEO Site Clicks Customer Initiated Engagement - Inbound Content
  10. 11. The Bob Barker Marketing Orchestration Model (all S ’ s to remind everyone social is important in everything!) Say News & Spokespeople Search SEO Site Social Platforms See/Speak At events Clicks Conversations Customer Initiated Engagement - Inbound Social Engagement Stars Bloggers Broad budget categories Content
  11. 12. The Bob Barker Marketing Orchestration Model (all S ’ s to remind everyone social is important in everything!) Say News & Spokespeople Search SEO Site Social Platforms Send Campaigns See/Speak At events Stroke/ Trigger Campaigns Clicks Conversations Campaigns Sales & Automated Engagement - Outbound Customer Initiated Engagement - Inbound Social Engagement Stars Bloggers Sales Telesales Broad budget categories Content “ 70% of the buying process is now complete by the time a prospect is ready to engage with sales” SiriusDecisions B2B
  12. 13. Content is King Marketing is Queen
  13. 14. Content is not king, helping your audience (people) is king
  14. 15. Content Creation Machine – Step 1 Research Say What ’ s hot? Social What ’ s trending? Search What ’ s clicking Site What ’ s viewed? Send To people now Stuff What ’ s there already? Sales Value prop Content Audit and Review
  15. 16. Types of content <ul><li>White papers </li></ul><ul><li>Blog posts </li></ul><ul><li>Brochures </li></ul><ul><li>Case studies </li></ul><ul><li>Emails that worked </li></ul><ul><li>Website content </li></ul><ul><li>Sales guides </li></ul><ul><li>Education Material </li></ul><ul><li>Presentations </li></ul><ul><li>Video interviews </li></ul><ul><li>Webinars </li></ul><ul><li>Press releases </li></ul><ul><li>Stuff posted on the intranet </li></ul><ul><li>Podcasts </li></ul><ul><li>Reference Guides </li></ul>Most people wont have read your content
  16. 17. Marketers have never had it so good Marketing Holy grail: understand what your customers want and are looking for Social Media Monitoring: Instant Market Research
  17. 18. 73% Use search as their first port of call when looking for information
  18. 19. Volume of conversations What are they talking about?
  19. 20. Compare with competitors Do we need to increase our activity?
  20. 21. Sentiment and Tone Is it content they are negative about? What content could they share?
  21. 22. Demographics Build content for different groups
  22. 23. Web Domains Better have a strategy for Youtube content
  23. 24. The communities that advocate your products Have content ready for these channels
  24. 25. Word and Author Tag Clouds Do people want Content detail?
  25. 26. Understand the geographic spread of conversations Content in different languages?
  26. 27. Content Creation Machine – Step 2 Plan <ul><li>Needs assessment and planning </li></ul><ul><li>Meeting </li></ul><ul><li>Objectives </li></ul><ul><li>Themes </li></ul><ul><li>Budget </li></ul><ul><li>Resource </li></ul>Say What ’ s hot? Social What ’ s trending? Search What ’ s clicking Site What ’ s viewed? Send To people now Stuff What ’ s there already? Sales Value prop Cross Marketing Content Team Content Audit and Review Content Requirments
  27. 28. Identified hot or trending or sales focused topics for the Quarter <ul><li>Inflation </li></ul><ul><li>New product </li></ul><ul><li>X factor Winner </li></ul>
  28. 29. The biggest risk to successful marketing comes from boring campaigns and wrong messages (83%), resulting from poor customer knowledge ‘ Gambling with marketing ’ survey
  29. 30. Content Creation 101 Why people engage with content Authority, Coolness, Social Proof, Pain , Pain and Urgency, Free, Fun, Rarity, Time Pressure
  30. 31. Content Creation 102 Freemium Video Based Education based Information Products Current Emotion/ News Why people engage with content Authority, Coolness, Social Proof, Pain , Pain and Urgency, Free, Fun, Rarity, Time Pressure Video, Graphical (Slides, animation), Written Multiple Strategies Available
  31. 32. But who any one time who is the market? In the Market Not in the Market 3% Source: Chet Holmes 91% 6% Might be
  32. 33. Freemium Strategy
  33. 34. Information Based Marketing How to... <ul><li>Write some great desirable, pain solving information, or </li></ul><ul><li>Interview someone then write up </li></ul><ul><li>Look at competitors and reverse engineer their claims – get an expert to answer how you would achieve XYZ </li></ul>
  34. 35. Education Based Marketing <ul><li>Changing the buying criteria </li></ul><ul><ul><li>From: Buy my stuff its great – competing on Shouting loudest & me,me,me </li></ul></ul><ul><ul><li>From: Buy my stuff its 50% off – competing on price </li></ul></ul><ul><ul><li>To: The 5 biggest mistakes people make when buying Content Management Systems – appealing to people ’ s curiosity </li></ul></ul><ul><ul><li>To: Learn how a well managed CMS integated with SEO will doubles your web traffic – Educate people </li></ul></ul><ul><li>Needs research to back it up </li></ul><ul><li>Appeals to people also not in the buying zone </li></ul><ul><li>If you teach people – guess who they will buy from once they have finished reading or watching? </li></ul>
  35. 36. Rise of the use of Video
  36. 37. Themes for the Quarter <ul><li>Our 10 step guide to combat inflation </li></ul><ul><li>How our new product can double your revenue overnight </li></ul><ul><li>Our competition to win and evening out with winner of X factor </li></ul>
  37. 38. Content Creation Machine – Step 3 Create and Extract Say What ’ s hot? Social What ’ s trending? Search What ’ s clicking Site What ’ s viewed? Send To people now Stuff What ’ s there already? <ul><li>Needs assessment and planning </li></ul><ul><li>Meeting </li></ul><ul><li>Objectives </li></ul><ul><li>Themes </li></ul><ul><li>Budget </li></ul><ul><li>Resource </li></ul>Sales Value prop Cross Marketing Content Team Content Audit and Review Content Needs Management Allocate Budget Research Plan Create & Extract Knowledge extraction & creation Written Repurpose Video Graphical
  38. 39. Written <ul><li>Subject Matter Experts in-house </li></ul><ul><li>Your PR company </li></ul><ul><li>Commission external writers </li></ul><ul><ul><li>Online systems like Guru.com </li></ul></ul><ul><ul><li>Or our tested stable of writers who get us </li></ul></ul><ul><li>Commission reports </li></ul><ul><li>Find internal writers </li></ul>
  39. 40. Video
  40. 41. Infographic’s – get creative
  41. 42. Think viral and social…
  42. 43. Think Customers are the new channel
  43. 44. And ask people to contribute on blogs...
  44. 45. Find and empower your Social Media Rock Stars
  45. 46. What about your CEO? Job requirements for CEO ’ s will include blogging
  46. 47. Finding a passion
  47. 48. The internet forces you to define yourself Social Identity the new Silicon valley battle ground Reputation Influence Credibility Activity Relationships Realness
  48. 49. WARNING TO PEOPLE IN CORPORATES: You may not have had time to notice or take part in what is happening in the social world, its not your fault you are too busy, but its all happening out there…
  49. 50. Content Creation Machine – Step 4 Schedule Say What ’ s hot? Social What ’ s trending? Search What ’ s clicking Site What ’ s viewed? Send To people now Stuff What ’ s there already? <ul><li>Go to market plan for the Quarter </li></ul><ul><li>Timing </li></ul><ul><li>Owners </li></ul><ul><li>Coord-nation </li></ul><ul><li>Needs assessment and planning </li></ul><ul><li>Meeting </li></ul><ul><li>Objectives </li></ul><ul><li>Themes </li></ul><ul><li>Budget </li></ul><ul><li>Resource </li></ul>Sales Value prop Cross Marketing Content Team Content Audit and Review Content Needs Management Allocate Budget Present GTM & Approve Research Plan Create & Extract Schedule C1 C2 C3 Knowledge extraction & creation Written Repurpose Video Graphical
  50. 51. PR Edcals – Editorial Calendars It must be newsworthy
  51. 52. Blogger Edcals Where do they find the time?
  52. 53. Make it easy – for contributors
  53. 54. Break it up
  54. 55. Content GTM plan for the Quarter PR News Story Blogs Video Web Content Email @ @ @ @ @ @ @ @ @ Direct mail Ongoing Conversations Social Content October November December
  55. 56. Coordinate for impact/adoption around your theme PR News Story Blogs Video Web Content Email @ @ @ @ @ @ @ @ @ Direct mail Ongoing Conversations Social Content October November December
  56. 57. Editor in Chief You are a publisher now… On brand Quality Raw editorial Co-ordination
  57. 58. Content Creation Machine – Step 5 Execute and Engage Say What ’ s hot? Social What ’ s trending? Search What ’ s clicking Site What ’ s viewed? Send To people now Stuff What ’ s there already? PR/News Lead the conversation Deploy on social channels Create the conversation Keyword SEO/PPC Create the connection Website deployment Engage the customers Campaign Deployment Target & Nurturing <ul><li>Go to market plan for the Quarter </li></ul><ul><li>Timing </li></ul><ul><li>Owners </li></ul><ul><li>Coord-nation </li></ul><ul><li>Needs assessment and planning </li></ul><ul><li>Meeting </li></ul><ul><li>Objectives </li></ul><ul><li>Themes </li></ul><ul><li>Budget </li></ul><ul><li>Resource </li></ul>Sales Deployment Briefing/kits/collateral Sales Value prop Cross Marketing Content Team Content Audit and Review Content Needs Management Allocate Budget Present GTM & Approve Communicate Execute Research Plan Create & Extract Schedule Execute & Engage C1 C2 C3 Knowledge extraction & creation Written Repurpose Video Graphical
  58. 59. Deployment process – Social Media Repurposing content opens new points of distribution and has a compounding effect on reach Start a discussion Chop into episodic blog posts Deploy as formal release Repackage as presentation Add voice for video Tweet key takeaways
  59. 60. Asset deployment by SM channel
  60. 61. website Corp blog Corp Video Twitter Slide Share Facebook LinkedIn YouTube Ybc/VIP Player RSS Feeds Customer Community Build a holistic view of your content
  61. 62. Using content for the Customer Journey Email Marketing/onsite marketing <ul><li>How would the conversation go with a customer online – website, email or both </li></ul><ul><li>Automation systems to engage, score, qualify and pass to sales </li></ul><ul><li>Webinars – 55% of marketers use webinars as part of their nurturing strategy </li></ul><ul><li>Write to people as a friend, include share buttons </li></ul><ul><li>When people are engaged they don ’ t mind email </li></ul>1 2 3 4 5
  62. 63. Content Creation Machine – Step 6 Measure Say What ’ s hot? Social What ’ s trending? Search What ’ s clicking Site What ’ s viewed? Send To people now Stuff What ’ s there already? PR/News Lead the conversation Deploy on social channels Create the conversation Keyword SEO/PPC Create the connection Website deployment Engage the customers Campaign Deployment Target & Nurturing <ul><li>Go to market plan for the Quarter </li></ul><ul><li>Timing </li></ul><ul><li>Owners </li></ul><ul><li>Coord-nation </li></ul><ul><li>Needs assessment and planning </li></ul><ul><li>Meeting </li></ul><ul><li>Objectives </li></ul><ul><li>Themes </li></ul><ul><li>Budget </li></ul><ul><li>Resource </li></ul>Sales Deployment Briefing/kits/collateral Sales Value prop Cross Marketing Content Team Content Audit and Review Content Needs Management Allocate Budget Present GTM & Approve Communicate Execute Research Plan Create & Extract Schedule Execute & Engage C1 C2 C3 Knowledge extraction & creation Salesforce.com and Lead tracking Measure Review Written Repurpose Video Graphical
  63. 64. Measure <ul><li>Success equals </li></ul><ul><ul><li>Brand awareness, Social Buzz, leads, revenue generated </li></ul></ul><ul><li>Measurement systems </li></ul><ul><ul><li>CRM system </li></ul></ul><ul><ul><li>Marketing Automation System </li></ul></ul><ul><ul><li>Web Analytics </li></ul></ul><ul><ul><li>Social Media Monitoring/PR Coverage </li></ul></ul>
  64. 65. Questions? Bob_Barker [email_address] +44 7768 936916
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