88% of marketers invest in content marketing but only 42% of those content marketers have a documented content strategy in place. LEWIS PR and Adobe recently hosted an exclusive webinar to help content marketers maximise their investment. Here are the key takeaways, with tips on how to develop an effective content strategy, leverage your in-house experts, produce engaging content and measure your efforts.

1. WEBINAR
Maximise Your Content Marketing Investment
With guest speaker:

2. PANEL
Richard Verbeek
General Manager,
LEWIS PR Belgium
Simon Morris
Director of Demand Marketing
EMEA, Adobe Systems
Daniel Blank
Head of LEWIS Pulse
Germany
Freek Janssen
Content Director,
LEWIS PR

3. CONTENT MARKETING IN 2014
Accounts for
31% of total
marketing
budget
Biggest challenges:
1. 46% say biggest challenge is producing enough
content
2. 44% say its producing engaging content
3. 28% say it’s the inability to measure content
effectiveness
88% of
marketers use
content
marketing
Only 42% of
marketers have
a content
strategy
Only 48% of
marketers say
their efforts are
effective
5

4. POLL
What is your biggest content marketing challenge?
1. Engagement = 45%
2. Lack of time and resource to produce enough content = 35%
3. Measuring ROI of content marketing = 20%
6

5. CONTENT MARKETING
Content marketing is a key marketing tactic for both B2B and B2C
marketers – yet there is often a lack of a solid content strategy behind
this activity.
For content marketing to add real value and achieve business impact
a content strategy and effective measurement programme are key.

6. POLL
What percentage of your total marketing budget is allocated to content marketing?
1. 0 – 10% = 27%
2. 10 – 20% = 27%
3. 20 – 30% = 18%
1. None = 18%
1. Over 30% = 10%
8

7. CONTENT STRATEGY
Developing and implementing your content strategy
Simon Morris, Director of Demand Marketing EMEA, Adobe Systems
Simon is responsible for driving awareness and demand across EMEA for both
the Adobe Creative Cloud and Adobe Marketing Cloud.
Prior to joining Adobe, Simon was Vice President of Global Marketing at
ClickSoftware, the leading global provider of service and workforce management
solutions.

8. CONTENT STRATEGY
Align content marketing objectives with overall business strategy
Are you developing content to:
• Raise brand awareness?
• Increase engagement with target audience?
• Increase conversion?
• Enhance SEO?
• Generate sales leads?
• Position your brand as a thought leader?

9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11

10. Adobe | CMO.com
CMO.com launched to improve Adobe’s brand leadership position in digital marketing
Goals/objectives:
• Create a premier destination for digital marketing insights, expertise and conversation
• Become a must-visit resource for “help and how-to” guidance in going digital
• Instill a preference for Adobe – for both our products and POV
• Establish CMO.com as a best practice for content marketing and showcase of Adobe technology
Strategy:
• Provide senior marketers with inspirational content and help/advice, rather than ‘sell’ Adobe products/services
• Tailor content – CMO Europe introduced to become more relevant with European audiences
• Evolved from entirely curated site to providing a balance of original and curated content
• Hired former journalists to write tailored content and sourced content from CMO community

11. Insight, Expertise & Inspiration
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
13

12. CMO.com: What‘s working?
Give It Up For
The
Community
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

13. Adobe | CMO.com
Leveraging the CMO community:
• Key element of CMO.com’s strategy was to provide a platform for other smart marketers, to generate
original content from sources outside the in-house content team
• The CMO.com interview introduced as a regular feature – senior marketing executives interviewed on a
relevant subject
• Have interviewed hundreds of CMOs and senior marketing execs, resulting in valuable content that
supports overall business objectives
• Cost-effective way to generate high quality content that’s relevant to our target audience, build key
relationships with industry experts and engage the community

14. CONTENT STRATEGY
Mapping out your key objectives/goals will provide clarity of purpose which helps
enormously when thinking about the tone of voice, how frequently you will publish content,
content formats and channels, the in-house experts you have to use as content
contributors and the key metrics you will measure against.
To help inform your content strategy, think about your target audience; map your
buyer personas and customer journey. Think about demographics, buyer behaviour,
habits, interests, and so on, and how you want them to interact and engage with your
content.

15. CONTENT STRATEGY
Your content strategy should be informed by competitor research. How can you deliver
something different to your competitors? How frequently are they producing content
and which channels are they using?
Create a central editorial calendar – include new and existing content to recycle,
upcoming events, key dates, industry developments, bank holidays etc.
Regularly review and update your content strategy in line with key trends and
developments, to ensure you’re maximising your investment.

16. CMO.com today
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
18
60/40 ratio of
curated vs.
original content
~23K+ subscribers,
~105K MUVs,
~170K+ page views
per month
Recognized by Forbes
as a top digital
marketing site; by CMI
as an “epic example of
content marketing”
37K+ Twitter
followers, 1K
Facebook fans
Twice weekly
Newsletters: Top 10
Insights & News In
Review
Strong
foundation of
industry
awareness; a
valued content
pipeline and
media partner

17. BRAND AMBASSADORS
Leverage brand ambassadors:
• Make the most of your in-house experts
• Ask them to deliver stories based on their
specialist subjects
• Incentivise staff with recognition and reward
programmes to engage them
• Encourage staff to share content via their
social channels to maximise reach

18. ENGAGEMENT
Producing sharable content that engages your target audience
Daniel Blank, Head of LEWIS Pulse Germany
Daniel leads LEWIS Pulse, the digital marketing arm of LEWIS PR, operations in
Germany. LEWIS Pulse provides strategic social media consulting, digital
marketing and content marketing support for clients.
Daniel previously served as Director of Edelman Digital in the German market.

19. POLL
Which channels do you use most to share content?
1. Social media = 70%
2. Email = 65%
3. Website/blog = 50%
4. Print publications = 15%
21

20. ENGAGEMENT
Use the right channels and tailor your approach
• Social media channels are most important traffic drivers for any online content hub
(website, blog) according to numerous studies
• Social media should be at the core of your engagement strategy
• Don’t use every channel and tactic possible for the sake of it – be selective and targeted to
improve engagement levels
• Isn’t a one-size fits all approach – choose the right channels to distribute content according
to the preferences of your target audience

21. CHANNELS
Which social channels are your target audience most
engaged with? Or, are they more likely to consume
content via more traditional offline channels, such as
newspapers or trade publications?
Identify which channels are the most effective for your target audience.
Email and e-newsletters allow cost-effective targeted outreach to audience
segments with greater personalisation.

22. CHANNELS
But, remember - these social channels can only be an effective way for sharing
your content when you don’t see them just as push-channels for your content
marketing, but leverage them to their full potential.
Embrace their spirit and techniques, use them for direct engagement and
discussion and above all: understand them as an equally important part of your
overall marketing mix.

23. CHANNELS
Key example
• Use your Twitter account to actively engage with stakeholders and experts, share news
relevant to your industry and discuss or give opinions on current events and developments.
• Your audience will continuously grow – and more importantly, they will see you as a valuable
and trustworthy source of information.
• Hence when you share content from your blog or website, it will spark much more
engagement and interest.

24. ENGAGEMENT
Three key factors to get right to create a
good level of engagement:
• Relevancy of your story
• Channels you use to engage
• Format of your content
Follow the PURE rule to make sure your
content is on point:
• Personal: from I-perspective, profile
• Urgent: does it add to the discussion?
• Relevant: do your readers like this?
• Engaging: does it encourage interaction?

25. ENGAGEMENT
Use your buyer persona and customer journey insight to help map out what
people find interesting and relevant, depending on where they are in their
journey.
This is critical and will help elevate your content – and in turn your brand
awareness and brand loyalty – above that of your competitors.

26. MEASUREMENT
Moving beyond standard metrics to gain actionable insight
Freek Janssen, Content Director, LEWIS PR
As Content Director, Freek is strategically involved in campaigns with a focus on
online content.
He helps clients develop and implement their content strategy – including
community management, content development and optimisation and blog
training.

27. POLL
How do you measure the effectiveness of your content?
1. Social media shares = 82%
2. Website traffic = 78%
3. Leads generated = 56%
4. SEO = 12%
5. Inbound links = 8%
29

28. MEASUREMENT
It is estimated that only
around one third of content
marketers are measuring
the results of their efforts to
the bottom line.
Why is this?
Lack of strategy and goals?
Lack of knowledge on how and
what to measure?

29. MEASUREMENT
• A lack of clear goals makes it difficult to set KPIs
• Most content marketers focus on standard metrics such as web traffic, social media shares,
follower growth on social channels and inbound links
Goals? Traffic Shares Links Fans

30. MEASUREMENT
Real insights come when you are able to identify where website or blog visitors
come from, what they do on your site, and eventually identifying them in some
way so you can feed their behaviour into a CRM system.
The last step of identification could be as easy as sending people an email
through a marketing automation platform. Once they click on a link, they will be
recognised on your website every time they come back. Or drive them to a
download or hassle free contact form that requires them to only fill out their
name and email address.

31. MEASUREMENT
CRM /
Automation
Behaviour and
interests

32. KEY TAKEAWAYS
From goal setting and story development, to measurement and demonstrating the business value,
content marketing can be taxing on resources and budgets. So it’s important to get it right!
1. Develop an effective content strategy
2. Dedicate your resources (people and budgets)
3. Leverage your in-house experts and brand ambassadors
4. Measure what you do and optimise your spend
5. Pick engaging content formats and take advantage of lesser used channels
6. Adopt a tailored approach that suits your target audience – don’t simply produce content and use
every channel and tactic for the sake of it
7. Use your measurement insight to continually review and evolve your content strategy

33. LEWIS 360
For more insight and best practice
advice on how to maximise your
content marketing efforts visit the
LEWIS 360 blog: blog.lewispr.com