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Beyond the Content, presented by DWA/Hitachi at ClickZLive SF 2014


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Beyond the Content: Content as Part of Your Overall Business Strategy …

Beyond the Content: Content as Part of Your Overall Business Strategy
+ Aligning your content strategy with key business objectives
+ How to integrate your content campaigns with your overall marketing strategy
Moderator: Simon Heseltine, Senior Director of Audience Development, AOL Inc.
Speakers: Debbie Braney, Integrated Marketing Leader, Hitachi Data Systems and Robert Ray, President Americas, DWA Media

Published in: Marketing

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  • Distribution is queen?
    Context is the kingdom?

    Create content that people want to read and can read. Just because they download it, doesn’t mean they’ve read it. Or it’s valuable. How do we measure that?

  • In order to finally master getting the right message, to the right person, at the right time… we need to better understand our audience and get a better connection strategy.
  • Insight #1: Marketers must increase their data IQ… to better measure how they are engaging with the collective buying organism.

    We must be better at using data to inform our content strategy.

    People are still using traditional metrics and not thinking about measuring differently.

    This about the collective group and so you need to measure engagements differently. You can’t measure well if well is you don’t understand who you’re measuring correctly.

    You might be misevaluating your effectiveness in engaging the buying committee.
  • Consumption habits:
    How can we know what buyers are interacting with content?
    What are their consumption habits?
    What data points should we care about?
    What does it tell us about what content should we be producing for whom?
    What sources should I be looking at? Publishers? Intent companies like Madison Logic? Account-targeting companies like Demandbase? DSPs? Social listening tools? Platforms (LinkedIn)? Search?


    Attributing online conversions to the correct marketing channels:
    You need good attribution to understand where content exists on the journey, by looking at converting and non-converting paths.

    Remember that buyers are individuals not robots

    Are personas data informed?

    Yes, the fact that people buy in committees is very old news. BUT there may be more influencers involved in the committee than you thought – or that your sales people tell you. Data can give us a deeper understanding of the buying committee
    The trend is more and more people with less and less IT expertise are getting involved in the buying process.
    Are you taking into consideration all the influencers outside of the IT department farther out in the line of business?
    This means customizing content more granularly than we might have expected. Why is an IT manager downloading financial information? That’s him probably downloading it for someone else. Can we use this as an indicator of what others in the organization need to know about us. Can we retarget messaging and content based on these insights?

    How can we keep the committee digital?
    We need to empower people to send info to other in the decision making committee.
    We get names, emails and can remarket to them.
    For example, if AJ is evaluating Marin Software and Kenshoo for search management, and Marin provides something for AJ (who they’re in contact with) to send digitally to Bob, there’s new tracking abilities.

    **See AJ and James for a much more detailed discussion around these talking points.

    We need better connection plans to go after those people – which we’ll get to later in the presentation.

  • The new dashboard — what should you be measuring?

    Intent metrics + engagement metrics = better optimization & outcomes.

    How. Explain.


    Consumption metrics — Who and how many are engaging or consuming your content, measured as page views, downloads, or views?
    Google Analytics
    YouTube insights
    Sharing Metrics — How often do consumers of your content share it with others?
    Lead gen metrics — How often do content consumers turn into leads?
    Sales metrics — How often do content consumers turn into customers?

    Must combine 1st and 3rd party information?
    What’s your brands Share of Voice with a particular contact?
    Is a customer engaging more with another brand more than with your brand?
    Is that lead as quality as you thought?
    Content consumption trends — Who and how are people consuming content content like yours?
    Madison Logic, etc.


    Describe the key parts of a great connection strategy, beyond just content marketing .How can you use content top-, mid- and bottom funnel?

    You’re wasting media dollars putting down-funnel content in front of top-funnel mindset.
    Most content marketing reaching buyers at the top of the funnel - who are not ready to talk to sales
    Buyers go through about 60% of the purchasing process before talking to sales.
    Targets on average need to consumer 5+ pieces of content before they’re ready to talk to sales.
    This doesn’t mean your product-level content is wrong. You just need to better map this content along the funnel.
    There are ways to use your mid- to low-funnel content more effectively. Explain what channels decisions and types of activities are right for each level.

    Funnel Speed:

    Fast track (10%)—
    Funnel activity happens are different paces. A client recently told us that 10% of the funnel is on the fast track. That is 10% or their funnel has a project and is in-market to buy. So if they come into the top they move quickly to the bottom. This is the 10% that would serve you well to target with bottom-funnel content.
    More likely to have come through search or the website and quickly request the demo.
    The other 90% only have activity logged in their database – this is an industry wide problem. Most of the contact only have 1 engagement

    Long track (90%)—

    Conquesting campaign for “in-market but with competitors”
    This is one way to address some of that 90%
    Objective: Disrupt someone else’s path to close.
    Target contacts that are in-market but are focused on other solutions.
    Target your content to show up in place of competitors.
    You can use intent data (like Madison Logic) for this.

    Status Quo
    Ideal customer ,but not ready to buy yet.
    Another large part of the 90% are however not in-market they’re in status quoa. They don’t’ see the need or pressure to change. These are top of funnel leads and need to be addressed differently.
    Give them insights on ‘why change.”
    This group needs insights. They need the “why change and why now” content.
    We believe that upper funnel content should not only let people know that they have a problem they’re not aware of, but make it so that they know they NEED to do something about it.

    The last section are non-buyers.
    Stop wasting dollars creating and targeting content here!


    Lead tracking:
    60% of B2B marketers identify lead generation as their top online marketing challenge. But, only 29% of marketers claim they are good at tracking leads generated.
    How is content fueling demand…


    Don’t ask for all their information up front. Let’s talk about retargeting, etc.
    How much content do you actually remember?
    Ask the audience what content they remember consuming and by who? Did it serve its purpose?
    Content reinforcement strategy.
    Need for integrated tactics.
    Drip drip drip. It takes time, repetition and small bites.
    People only consume about 20% of content you put in front of them.
    Make visual, especially for top of funnel.

  • Be discoverable…
    Content creation ranked as the single most effective SEO tactic by 53% (*Marketing Sherpa) 
    57.4% of B2B businesses say SEO has the biggest impact on lead generation goals (*MDG advertising)

    Use Search to connect your content with your audience.
    Use search data to guide what you write about.

    Get a key-words strategy for display.
    There are two types of content out there – 1) Content you are creating and 2) content created by everybody else.
    You should have a strong curation element to your content strategy. Leverage other people’s content.
    Paid advertising can be a way to supplement content curation and further leverage other’s content by getting your content next to their relevant content with relevant ad placement.
    It’s easier and cheaper to get your content around hot topics as opposed to search . It’s a key-words strategy for display.

    Other ways to accelerate your content strategy with paid dollars?
    Media, social, content discovery (like Outbrain)

    Majority of LinkedIn engagements are shifting to mobile.


    Each day there are around 92,000 new articles posted on the internet. — Chartboost
    27,000,000 pieces of content are shared every day – (Source: NM Incite, GGM Type Comparison Report Date Range:1/17/2011-2/16/2011, Nielsen Netview Dec 2010)
    73 percent of marketers are producing more content than they did one year ago. (B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America )

  • customer stories/personalization/progressive profiling/choice driving all types of content

    “Speak in the voice of the customer” by creating content that offers useful information that addresses their pain points and particular interests

    Accelerate/kill decisions

    How-to content is more relevant for down-funnel.

    Product marketing creates a lot of content creation.

    According to SiriusDecisions, 60% to 70% of the content being produced by B2B marketers goes largely unused.

    Create Feedback loops
    Use qualitative inputs like regularly talking to customers and your sales team to better understand your audience’s needs.

    Track what’s working
    Use data inputs find out what content is already out out there, what’s engaging your audience and what they’re consuming.

    Discover the topics, types, and style of content that the personas need.

    Content that highlights successful work with customers similar to your audience work well with many personas, yet many content strategies don’t make this a priority (insert source).

  • Product people create content focused on features.

    Craft content that personas need.

    Take into consideration their industry, geographic location, size and pain points.

    Create feedback loops.
    Discover and track consumption behavior.
  • Understand what your customers want and prefer.
    Use data from your own experience, from partners and agencies, from market research to build the right messages and content.
  • Transcript

    • 1. August 11–14, 2014 #CZLSF | @ClickZLive The Global Conference Series Designed by Digital Marketers, for Digital Marketers Beyond the Content Content as Part of your Overall Business Strategy Bob Ray DWA President, Americas Debbie Braney Hitachi Data Systems Integrated Marketing Leader
    • 2. August 11–14, 2014 | #CZLSF | @ClickZLive
    • 3. August 11–14, 2014 | #CZLSF | @ClickZLive
    • 4. August 11–14, 2014 | #CZLSF | @ClickZLive
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    • 8. August 11–14, 2014 | #CZLSF | @ClickZLive
    • 9. August 11–14, 2014 | #CZLSF | @ClickZLive
    • 10. August 11–14, 2014 | #CZLSF | @ClickZLive
    • 11. August 11–14, 2014 | #CZLSF | @ClickZLive
    • 12. August 11–14, 2014 | #CZLSF | @ClickZLive
    • 13. August 11–14, 2014 | #CZLSF | @ClickZLive
    • 14. August 11–14, 2014 | #CZLSF | @ClickZLive
    • 15. August 11–14, 2014 | #CZLSF | @ClickZLive
    • 16. August 11–14, 2014 | #CZLSF | @ClickZLive
    • 17. August 11–14, 2014 | #CZLSF | @ClickZLive
    • 18. August 11–14, 2014 | #CZLSF | @ClickZLive
    • 19. August 11–14, 2014 | #CZLSF | @ClickZLive Deb
    • 20. August 11–14, 2014 | #CZLSF | @ClickZLive @twitterhandle HDS: A Turnaround Story FROM 20 REASONS FOR BAD CONTENT MARKETING BAD BEHAVIOR GUILTY? It’s all about us, not them Inconsistent or campaign (launch) driven No call to action Focused on the channel rather than the story Not thinking with search in mind Not appearing where your audience is looking Not using all your content resources Setting up the wrong measures Author: Joe Pulizzi, Content Marketing Institute
    • 21. August 11–14, 2014 | #CZLSF | @ClickZLive @twitterhandle Content Marketing @ HDS Strategy Content Marketing Planning Creation Promotion Metrics Management
    • 22. August 11–14, 2014 | #CZLSF | @ClickZLive @twitterhandle Aligning Content to the Buyer’s Journey Audience Discover Consider Decide Business GAP GAP Bridge Technical GAP Strategy
    • 23. August 11–14, 2014 | #CZLSF | @ClickZLive @twitterhandle
    • 24. August 11–14, 2014 | #CZLSF | @ClickZLive @twitterhandle
    • 25. August 11–14, 2014 | #CZLSF | @ClickZLive @twitterhandle Go To Your Audience Promotion 100%
    • 26. August 11–14, 2014 | #CZLSF | @ClickZLive @twitterhandle Don’t Underestimate Mgt. Audit Policy Lifecycle Tagging Shelf Life Posting Retire Update Refresh Repurpose Parent-Child Localization Translation Maintenance Version Control
    • 27. August 11–14, 2014 | #CZLSF | @ClickZLive @twitterhandle Measure What Counts Volume Variety Consumption Sharing Patterns Metrics According to SiriusDecisions, 60% to 70% of the content being produced by B2B marketers goes largely unused.
    • 28. August 11–14, 2014 | #CZLSF | @ClickZLive @twitterhandle Lessons Learned • Start simple and grow from success • You can’t teach all old dogs new tricks • Repurpose to scale • Creativity is essential