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Sirius Decisions eBook Sirius Decisions eBook Presentation Transcript

  • Content: The Key to Inbound Success Jay Gaines Ona Koehler Group Director, Demand Senior Benchmark Analyst 23 May 2012
  • © Copyright SiriusDecisions. All Rights Protected and Reserved. Executive Summary •  Key issues –  Inbound marketing has become a required part of the overall b-to-b mix –  Inbound approaches have created new content requirements that many organizations struggle to meet –  A cohesive content strategy based on buyer intelligence is the foundation for highly effective inbound strategies •  What you will walk away with –  An understanding of how inbound is evolving content requirements –  A definition of the elements of an effective inbound content strategy –  Key approaches for using content strategy to drive inbound success 2
  • The Critical Role of Inbound It’s a buyer-driven world, and we’re all living in it
  • © Copyright SiriusDecisions. All Rights Protected and Reserved. Survey Results: Defining Inbound Marketing SiriusPerspective: Tactics extended to an unknown target audience that deliver value-added content and are consumed at an individual’s discretion. 4 61% 63% 67% 81% 84% 84% 0% 50% 100% Content syndication Online demos/trials Display advertising Keyword advertising SEO Social media % of respondents User-Driven Demand Creation and Reputation Technology Value-Added Content
  • © Copyright SiriusDecisions. All Rights Protected and Reserved. 57 61 76 83 - 50 100 Other Score Survey Results: Inbound Marketing Priorities SiriusPerspective: Attract, engage and qualify are the top three priorities for inbound marketers. INBOUND MARKETING SPEND INBOUND MARKETING PRIORITIES Improve quality of responses Buyer’s information gathering Attract buyers early Current state 37%−50% of DC Inbound Outbound Outlook 2015 50%−65% of DC Inbound Outbound ATTRACT ENGAGE QUALIFY 5
  • Content Strategy Taking a systematic approach
  • © Copyright SiriusDecisions. All Rights Protected and Reserved. The Content Monster Inbound and Content: Don’t Panic! SiriusPerspective: Content is the fuel that powers effective inbound marketing, but an ad hoc content approach simply won’t do. 7 Brief, valuable, targeted, broadly appealing, unique, findable Mwahahahaaaaaa! Effective inbound strategies require content that is . . .
  • © Copyright SiriusDecisions. All Rights Protected and Reserved. The Content Strategy Requirement SiriusPerspective: A sound content strategy is the foundation for inbound demand creation performance optimization. 8 ThePillarsofContent MarketingforInbound Targeting Offer Placement Buyer Persona Alignment Improved targeting of key buyer roles using buyer intelligence Buyer’s Journey Alignment More compelling offers and offer sequences to drive qualifying behaviors Campaign Alignment Streamlined planning of integrated inbound and outbound components
  • © Copyright SiriusDecisions. All Rights Protected and Reserved. 9 Polling Question •  Which of the following statements most closely describes the content strategy for your inbound marketing efforts? –  Strategy? What strategy? –  It is fragmented and inconsistent –  It is consistent with outbound marketing strategy only –  It is aligned to the buyer’s journey –  It is consistent with overall marketing strategy
  • © Copyright SiriusDecisions. All Rights Protected and Reserved. Continuous Improvement Objective Content Asset Architecture Content Execution Measurement Inbound Content Strategy: A Five-Pronged Approach 10 •  Campaign framework •  Demand type •  Buyer’s journey •  Planning •  Define the audience •  Audit and map assets •  Content library •  Content mediums •  Delivery mechanisms •  Dynamic content •  Crowd-sourcing •  Engagement rate •  Conversion rates •  SEO performance •  Revisions •  Content rationalization •  Buyer’s journey SiriusPerspective: A sound content strategy for inbound requires a systematic, closed-loop approach to content management and execution.
  • © Copyright SiriusDecisions. All Rights Protected and Reserved. One: Objective SiriusPerspective: The majority of inbound strategies are not aligned with the buying cycle or are targeted exclusively to the earliest stage. 11 DEMAND TYPE New Concept New Paradigm Established Market MARKET PENETRATION Low High Market  Crea)on   Market  Share   Customer  Acquisi)on   Market  Leadership    Wallet  Share   A:ract   Engage   Qualify              
  • © Copyright SiriusDecisions. All Rights Protected and Reserved. Two: Content Asset Architecture SiriusPerspective: The process of building a content asset architecture is the foundation of a strategic approach to content management. 12 Assign ownership Define audience segments Identify information needs Audit and map content Fill content gaps
  • © Copyright SiriusDecisions. All Rights Protected and Reserved. Contributors Internal Analysts Partners Prospects Clients Competitors Three: Content Execution SiriusPerspective: Inbound performance can be maximized through high relevancy, content curation and optimized content delivery mechanisms. 13 Delivery SEO Navigation Keyword Call to action Syndication WCM/WCO Mobile Attract Engage Qualify EDUCATION SOLUTION VENDOR SELECTION Buyer’s Journey WEBINARS CASE STUDIES WHITE PAPERS PEER REFERRALS Content Types Personas
  • © Copyright SiriusDecisions. All Rights Protected and Reserved. Content Execution: An Example SiriusPerspective: Inbound performance can be maximized through high relevancy, content curation and optimized content delivery mechanisms. 14 Delivery SEO Navigation Keyword Call to action Syndication WCM/WCO Mobile Attract EDUCATION SOLUTION VENDOR SELECTION Buyer’s Journey WEBINARS CASE STUDIES WHITE PAPERS PEER REFERRALS Content Types Personas Engage Qualify Contributors Internal Analysts Partners Prospects Clients Competitors
  • Content Strategy Deep Dive It’s all about your ability to attract, then engage and qualify
  • © Copyright SiriusDecisions. All Rights Protected and Reserved. 16 Polling Question •  How does your organization currently measure the impact of its inbound efforts? –  We don’t measure it –  Primarily activity metrics (e.g. views, clicks, Web site visits) –  Activity metrics, plus conversion of unknown visitors to known –  Conversion of inbound sourced contacts to MQLs (sales- ready leads) –  Conversion of inbound sourced contacts to pipeline and/or revenue
  • © Copyright SiriusDecisions. All Rights Protected and Reserved. Attract: Topic-Driven SEO Only SiriusPerspective: SEO in the absence of a content strategy tends to be unfocused, too broad, diluted and ineffective. 17 Personas Topics Buying Cycles
  • © Copyright SiriusDecisions. All Rights Protected and Reserved. Attract: SEO and More SiriusPerspective: SEO in the absence of a content strategy tends to be unfocused, too broad, diluted and ineffective. 18 Preferences Topics Personas Your Content Strategy Buying Cycle Formats Gating Rules SEO/PPC Focused and aligned with key personas Social Media Topic alignment, identification of social sites Content Syndication Key destinations, relevant topics, optimal formats Influencer Marketing Improved targeting, identification and engagement
  • © Copyright SiriusDecisions. All Rights Protected and Reserved. Engage: Dynamic Content SiriusPerspective: The information flow between buyer behavior and dynamic content allows marketers to identify the buyer genome. 19 Visit source Content selection Repeat traffic Preference data Multiple calls to action Refresh/update Customized content Dynamic Content Buyer Behavior Buying Cycle Stage Persona Business Need
  • © Copyright SiriusDecisions. All Rights Protected and Reserved. Engage: Before and After SiriusPerspective: Inbound has become the primary source of Web visits, but visitor engagement requires a content strategy. 20 > 5% response rates 50%+ visitors go past POE Minimal use of landing pages Clean, rules-based home page < 2% response rates 60%+ bounce rate Dozens of landing pages Extremely busy home page No Content Strategy Content Strategy
  • © Copyright SiriusDecisions. All Rights Protected and Reserved. Qualify: Lead Enrichment SiriusPerspective: A cohesive content strategy combined with an integrated set of technologies enables deeper lead qualification. 21 WCM and MAP Rules Predefined topic categories Plain-English descriptors Sales View SFA (Activity Details) Topical interests Product association Urgency Planning Content attributes, weighting Content strategy Predefined behaviors
  • © Copyright SiriusDecisions. All Rights Protected and Reserved. Qualify: Progressive Profiling SiriusPerspective: Progressive profiling combines gathering explicit and implicit visitor data, which can’t be done without a content strategy. 22 Fully Qualified Lead Explicit data + Activity meaning Explicit Data Maximum 3-5 questions, map to lead definition Technology Infrastructure MAP, WCM, SFA Content Mapping Buying cycle, personas Implicit Data Pre-defined activity, recency, frequency Lead Definition Attributes, score Rules Dynamic content delivery
  • Planning and Integration Ensuring that content gets its seat at the strategy table
  • © Copyright SiriusDecisions. All Rights Protected and Reserved. The Role of the Content Strategist SiriusPerspective: Developing a cohesive content strategy requires an accountable leader who will drive interlock across functions. 24 Brand Managers Marcom Managers Field Marketing Product Managers Solution Managers Industry Marketing Sales Operations Program Marketing Content Strategist The Internal Content CommunityContent Strategist Responsibilities -  Content architecture -  Development strategy -  Training and measurement -  Shared service management Strategy -  Enable content developers in the business to create assets that can be leveraged in a common framework Content Framework -  Structured forms of content -  Technical architecture -  Playbook on content development
  • © Copyright SiriusDecisions. All Rights Protected and Reserved. Content: The Core of Campaign Integration SiriusPerspective: A content strategy ensures that inbound efforts effectively align with and support campaign themes. 25 Campaign One Campaign Two Campaign Three Campaign Four The overall themes on which programs are based The red vertical bars signify inbound strategies linked to specific campaigns The red horizontal arrow signifies generalized inbound strategies that benefit all campaigns Inbound Marketing Market Intelligence Reputation Demand Creation Sales Enablement
  • © Copyright SiriusDecisions. All Rights Protected and Reserved. 26 Action Items •  Marketing –  Pilot a content strategy for a defined audience/offering pairing in order to learn and prove the concept –  Measure impact in defined categories, including attract, engage, qualify and internal efficiency •  Sales –  Work with marketing to define buyer’s journey, key personas and information needs –  Prepare to engage with knowledgeable inbound leads
  • © Copyright SiriusDecisions. All Rights Protected and Reserved. 27 Recommended Research •  Inbound Marketing, the Sirius Way •  Inbound Targeting: From Passive to Proactive •  Integrating Inbound Marketing Into Campaign Planning •  Optimizing B-to-B Web Site Conversion •  Content and Web Site Conversion Optimization •  Building a Content Strategy •  Progressive Profiling: The Sirius View