Content DevelopmentContent Creation No Matter the ResourcesEric WebbSenior Director of Communications & Brand             ...
Session Speaker             Eric Webb             Senior Director of Communications & Brand             McGladrey         ...
The Challenge & the ProblemIncreasing thought leadership development to increasereputation and leads        No content str...
Three Strategies               REDESIGN        DRIVEEDUCATE               Website to      ContentContent as               ...
Content   asStrategy           Build a Strategy Around Content           Drive and expand reputation; Increase readership ...
BUILD    aStrategy            Build a Strategy Around ContentAroundContent            Repackage and Promote Your Content  ...
REDESIGNWebsite to Focus on    Redesign the Website to Focus on Content Content    Before                                A...
Drive Content Development to the Next Level      Requires an Improved       Production Process                            ...
Before Production Redesign We had a bench  system   • Writers waited for     next project   • Not everyone was     aware ...
Solution: A Better Production Process1 Implement project management2 Develop project form3 Create project transparency4 Al...
Project Management Workflow and Transparency                 Project                                                      ...
Starting the Project Forms remove poor  communication You can educate Creates prioritization Help requesters think  ah...
Create Project Transparency1.   Common project tracking     system     •   MS Project, Basecamp, Excel, etc.2.   Keep it s...
Allow Content Creator to “Embed” Align writers and other  staff to specific practice  or industry groups Allows for bett...
Align Project to Specific Level of Effort                                                                             More...
“N” = To use External or Internal Resource Don’t create a Cadillac when  what you need is a Chevy More, good content wil...
“N” = To use External or Internal Resource             COST SAVING TIPS Don’t create a Cadillac when  what you need is a ...
Archive Your ContentArchiving content helps repackaging efforts and organizes content:Search by topic, author, industry, s...
Report Results Keeps “creators” and subject matter experts (SME)  engaged Correlate Web visits to specific content to pi...
Report ResultsMicrosoft Dynamics Webcast Campaign                         Muse Newsletter                              Blo...
Report ResultsMicrosoft Dynamics Webcast Campaign                        Muse Newsletter                              Blog...
Results          Assurance Tax Consulting          © 2012 McGladrey LLP. All Rights Reserved.
Results Since 2009/2010    + 100%       Increase in web visits per month    + 300%       Increase in content production   ...
Content Continues to Impact Visits and Leads                                                                         24   ...
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Developing Content No Matter What the Resources - BDI 4/17/13 Content Marketing Summit

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Case Study: Developing Content No Matter What the Resources
If the website is the center of the marketing universe, content is the cement that holds that foundation together, according to Eric Webb, Senior Director of Communications & Brand, McGladrey, a global assurance, tax and consulting firm with revenues of $1.4 billion and 7000 employees. This case study covers how McGladrey completely revamped its content marketing and website design, streamlining content production in the process. The company increased Web traffic, boosted its content production, and provided better measurement against lead generation efforts, creating direct attribution of hundreds of thousands of dollars and showing influence of impacting millions more in opportunities.
Presented by: Eric Webb, Sr. Director, Go To Market Services, McGladrey LLP

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Transcript of "Developing Content No Matter What the Resources - BDI 4/17/13 Content Marketing Summit"

  1. 1. Content DevelopmentContent Creation No Matter the ResourcesEric WebbSenior Director of Communications & Brand Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  2. 2. Session Speaker Eric Webb Senior Director of Communications & Brand McGladrey Over 25 years of marketing experience has enabled Eric Webb to help improve the marketing strategies and tactics of internet startups and Fortune 500 companies. He produced and co-wrote award winning television commercials, was associate producer for the “Bulls-Sox” Television Show and @cirewebb specializes in creative strategy and direct marketing to improve ROI. He currently manages the McGladrey ad agencies, marketing automation/demand generation and CRM systems, custom content teams, and is responsible for the website, internet and social media marketing. Eric has a Bachelors of Science in Advertising from the University of Texas (specializing in creative advertising) and a Masters in Marketing Communications from Roosevelt University in Chicago (specializing in direct marketing). As Vice Chair of the Marketing Executives Network Group, he has helped this exclusive, senior marketing member organization with technology, communications and strategy. He is online marketing certified by the Online Marketing Institute, and has a passion for measurement in marketing. Assurance Tax Consulting 2 © 2012 McGladrey LLP. All Rights Reserved.
  3. 3. The Challenge & the ProblemIncreasing thought leadership development to increasereputation and leads No content strategy Static website design Ad-hoc production process No real production coordinator Measurement but no reporting Limited tools Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  4. 4. Three Strategies REDESIGN DRIVEEDUCATE Website to ContentContent as Focus on Development to Strategy Content Next Level Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  5. 5. Content asStrategy Build a Strategy Around Content Drive and expand reputation; Increase readership and visitors; Lead generation Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  6. 6. BUILD aStrategy Build a Strategy Around ContentAroundContent Repackage and Promote Your Content See our presentation and learn about… Email Signature line John, I believe this is an important article for you to read… Maybe you saw us on… Or Heard our podcast interview of a client Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  7. 7. REDESIGNWebsite to Focus on Redesign the Website to Focus on Content Content Before After • “About Us” • “For them” • Content buried • Up front • Little promotion outside of site • Consistent promotion Assurance Tax Consulting 7 © 2012 McGladrey LLP. All Rights Reserved.
  8. 8. Drive Content Development to the Next Level Requires an Improved Production Process Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  9. 9. Before Production Redesign We had a bench system • Writers waited for next project • Not everyone was aware of resources Those “in the know” always got first pick Project tracking was not deliberate nor centralized Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  10. 10. Solution: A Better Production Process1 Implement project management2 Develop project form3 Create project transparency4 Align and embed writers5 Align projects/people to specific effort6 Determine internal/external resources7 Archive content and report results Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  11. 11. Project Management Workflow and Transparency Project Go To Market Services (GTMS) teamIndustry/LO Notification This is how marketing support members briefed and/or advise on Form requests are submitted to GTMS. strategies, help refine based on previous submitted by Depending on project details data and experience. B Nat’l Mktg selected, GTMS team leaders will be Ongoing approvals from SMEs and Leaders notified of the support request. Industry/LOB Leaders throughout process coordinated by National Scheduled by Marketing Leaders. Production Manager Multi- Work Begins: Content & Project Kick- Project set- aspect Yes up and Graphic Design, Digital GTMS off Call and Media, Demand Generation, project brief assigned in project Social Media, PR, completed BaseCamp ? Advertising, etc. No – Single area of support needed – Small projectGTMS Best efforts will be made to align resources to specific LOB/ Industry, this may not always be possible unless teams are Tracking of MROI willing to adjust project due dates. Results – analysis with Implementation Google & NOTE: Project Tracker used to manage overall planning. industry/LOB Eloqua BaseCamp used to manage GTMS support elements. Leaders Analytics GTMS teams will review Project Tracker reports to plan for resources and manage workflow. Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  12. 12. Starting the Project Forms remove poor communication You can educate Creates prioritization Help requesters think ahead Specific questions force them to think beyond the immediate need and think about repackaging, web pages that should be linked, other types of media Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  13. 13. Create Project Transparency1. Common project tracking system • MS Project, Basecamp, Excel, etc.2. Keep it simple • Broad milestones, not every task detail • Calendar • Alerts when due dates approaching • Notes-capable • Storage for files • Access to contractors3. System should help “push” people4. Monitor and report out Images of Project Management Tool Basecamp (www.basecamp.com) Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  14. 14. Allow Content Creator to “Embed” Align writers and other staff to specific practice or industry groups Allows for better ideas and strategy Creator can provide insights, timetables up front Empowers knowledge about space Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  15. 15. Align Project to Specific Level of Effort More Video • Webinar Not all assignments Traditional Event Resources are created equal Different types of White Paper media require Newsletter different levels of Case Study effort We prioritize effort Audio Podcast and align media to be Blog Post used Article Less Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  16. 16. “N” = To use External or Internal Resource Don’t create a Cadillac when what you need is a Chevy More, good content will outperform “beauty” content Think about the “buy-cycle” and what content aligns to what stage Simple, direct efforts like N editing, white papers, articles make the most sense Audio podcasts, case studies and blog posts are best internally Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  17. 17. “N” = To use External or Internal Resource COST SAVING TIPS Don’t create a Cadillac when what you need is a Chevy When looking for freelance writers, don’t More, good look at “market segment” experienced only content will outperform “beauty” content journalists; writers. Seek out strong Think about the “buy-cycle” and and creating those good at interviewing a story. what content aligns to what stage Journalists are trained to learn a space Simple, direct efforts like writers. and are great “ghost” editing, N white papers, articles and white for contractors Leverage Craigslist to look papers make the an hourly rate and total project and state most sense Audio podcasts, casemedia (i.e.and for white cost by type of studies $300 paper). blog posts are best internally Dictate what you will pay for talent. Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  18. 18. Archive Your ContentArchiving content helps repackaging efforts and organizes content:Search by topic, author, industry, service line, keywords, buy-cyclealignment. Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  19. 19. Report Results Keeps “creators” and subject matter experts (SME) engaged Correlate Web visits to specific content to pick up trends Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  20. 20. Report ResultsMicrosoft Dynamics Webcast Campaign Muse Newsletter Blog Post Page Live on Website Blog Post METRICS June July August Etc. Total site visits 728 836 994 Average visits/day 24 27 32 Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  21. 21. Report ResultsMicrosoft Dynamics Webcast Campaign Muse Newsletter Blog Post Page Live on Website Blog Post Campaign Stats Page Published: June 22 Visits: 81 Ave. Time on Page: 5:42 minutes METRICS June July August Etc. Total site visits 728 836 994 Average visits/day 24 27 32 Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  22. 22. Results Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  23. 23. Results Since 2009/2010 + 100% Increase in web visits per month + 300% Increase in content production + 60% Increase in content promotion* More value than you can measure: Created energy for SMEs to WANT to produce more content Increased productivity of writers by three times Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  24. 24. Content Continues to Impact Visits and Leads 24 © 2012 McGladrey LLP. All Rights Reserved.

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