Escaping Brochures: How we got started with content marketing

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Presented at the High Five Conference (Raleigh 2014), this is an overview of how our division switched from collateral to valuable online content. The journey was rooted in winning internal influence and finding small wins to keep momentum. If you are struggling with earning budget, making the case for content marketing, and fighting against the 'brochure + ads' marcomm culture, I'd love to hear your experience.

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Escaping Brochures: How we got started with content marketing

  1. 1. Escaping Brochures How we got started with content marketing @Steven_Pepe, GE Water Imagination at work.
  2. 2. GE content vs. GE Water content 2
  3. 3. This was our growth strategy
  4. 4. How did we get started (with digital)? Finding a shared painpoint Leads! Earn equity + influence by showing revenue impact We knew… Leaders needed to hear…. Better content = better leads Competitors are doing it better 4
  5. 5. Title or Job Number | XX Month 201X See tutorial regarding confidentiality disclosures. 5
  6. 6. How we got started (with content) How did we get started (with content)? By auditing what we had. Title or Job Number | XX Month 201X See tutorial regarding confidentiality disclosures. 6
  7. 7. The good news? We had plenty of technical content. Gobs of it. 7
  8. 8. But did it match up to the “journey”? Awareness Consideration Justification Overview + splash videos How does it work? Case studies with ROI Product summaries Tech papers TCO comparisons Fact sheets Benchmark reports Case studies – ease of use Savings calculators
  9. 9. So we reorganized to appeal to different stages… Industry, Application, Products Finding user flows for all stages of customer Q’s Start telling more stories… video, webinar, case studies 9
  10. 10. … Our early results helped win influence • Reached 60K visits/month • Began converting web visitors into marketing-qualified leads • Simplified all lead collection through 2 Marketo forms • Upload/assign leads in CRM, minimize data entry for reps • Measure website traffic  $ closed won 250+ leads 130 new opps 7-digit return
  11. 11. And we can start telling more interesting stories… 11
  12. 12. Now the content investment has opened up 12
  13. 13. … and use content in automated campaigns Open rate - 59% , Click rate - 28%, Reuse of all existing content 13
  14. 14. The hardest step was from brochures to valuable content. The next step is the fun part… to emotional storytelling. 14
  15. 15. The Steps Needed for Change 15
  16. 16. Thanks for reading! 16

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