Unlocking the content dungeon

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Unlocking the content dungeon

  1. 1. Unlocking the content dungeon
  2. 2. B2B Marketing is changing. Fundamentally. 9 out of 10 buyers say when they’re ready to buy – they’ll find you Source: DemandGen Report
  3. 3. Today’s buyer journey Changes over time Recognition of needs Evaluate options Select best option Problem defined Negotiate / purchase ImplementChanges over time Recognition of needs Problem defined Evaluate options Select best option Changes over time Recognition of needs Problem defined Early stage awareness Influence how they define their problem and solution... Activity Press/online (PR) Event attendance Word of mouth (Advocacy) Search & social Analyst reports & white papers Sponsored research Web presence Industry bodies & associations Awareness and early need identification Campaign microsites (pURLs) Testimonials Analyst reports Targeted ads Our own events & webinars Videos White papers & guides Social media listening & participation Case studies Tailored product proposition Building compelling RFP Demonstrate we have the most compelling proposition Case studies ROI aides Practical ‘how to’ guides Recommendations and references Formal sales presentations Close the sale and maximise the value of the deal. Moving conversation from cost to value (e.g. Through expression of tangible ROI) Ensure seamless customer onboarding – maximise time to value Welcome packs ‘Get the most from’ guides Customer portal – and community User group events Ourtask Marketing-led Sales-led
  4. 4. Why should we care? Source: Hubspot “80% of new leads will come from inbound marketing by 2015” B2Bmarketingdirections. March 2012 “80% of new leads will come from inbound marketing by 2015” B2Bmarketingdirections. March 2012
  5. 5. The challenge To be part of the conversation, you need to have something to say… •Relevant •Interesting •Useful •Different •Thought provoking •Funny? To be part of the conversation, you need to have something to say… •Relevant •Interesting •Useful •Different •Thought provoking •Funny?
  6. 6. Solution: CONTENT! Think Value Exchange “Deliver consistent, ongoing valuable information to buyers, and they will ultimately reward us with their business and loyalty.”
  7. 7. But first, some problems “We have no content!” “We have no content!” “All our content is sh*t!” “How do we get our content out there?” “How do we get our content out there?” “We don’t know what content works!” “I have no budget for content!”
  8. 8. But above all else…. Content strategy! Content
  9. 9. Problem 1 “We have no content!” “We have no content!” In reality •It’s likely you have more than you need, rather than less •You already employ many content authors, you (and they) just didn’t know it They just need: • To be given the chance • To get some direction • To get some TIME
  10. 10. Solution Make it easy for them •Do an audit first: find out what you have already, and then just repurpose •Their time is precious – work round them •Interview & ghost-write, rather than ask for words •Do the edit •Pick low hanging fruit – helps get something tangible fast, and proves the case •Social collaboration tools – you can be the content curator / master editor Create the ‘Rules’ •What purpose does the content serve •Always focused on value to the customer •Interesting is a must, controversial is a bonus •Company name mentioned less than 2 times… •NO SELLING!
  11. 11. Solution Promote them: •Ensure you’ve got top level buy-in – and ‘publish’ this…! •Ego-time: ‘author’, photo/biog, direct email, ideally video… •Often helps to have a third party (outside) – PR agency / content specialist for example
  12. 12. Solution Reward them: •Everything from ‘thank you’ to direct link to bonus (if you can affect this…) •Measure content effectiveness – and name- check strong performers From the outset: •Top level endorsement (and lead by example) means that people don’t think they’re wasting company time…
  13. 13. Problem 2 In reality •It’s not necessarily bad in itself, just not fit for purpose •So you need to be clear what purpose you’re trying to achieve Which means: • Audience 1st . • Mapped to buyer journey. “All our content is sh*t!”
  14. 14. Solution Funnels and buyer journeys •Who are is the audience? •What do they (really) care about? •What is the absolute best way you can help them out? •Where are they (honestly) in the funnel? A registration form is not a purchase order!
  15. 15. Example: a bit of repurposing…
  16. 16. Example: a bit more repurposing…
  17. 17. Example: a corporate brochure?
  18. 18. Problem 3 Answer: “How do we get our content out there?”
  19. 19. Distribution strategy: channels, KPIs, etc Channel Objective Focus Desired outcome Twitter [Owned Media] ›Position company as thought- leader ›Build audience engagement & dialogue ›Show we are credible ›Keep us front-of-mind ›Share content we generate (blog / YouTube) ›Share our news / promote events / case studies ›Share valuable third-party content (wider blogosphere / media) ›Increase in click throughs to blog / YouTube / our website ›Increase in Mentions and Retweets ›Increase in followers Blog [Owned Media] ›Position company as thought- leader ›Build audience engagement & dialogue ›Help shape and guide buyer strategies ›Provide analysis, opinion and guidance on key issues, industry and new developments ›Deliver a rich and engaging experience wherever possible ›Increase in page views ›Increase in inbound & outbound links ›Increase in comments ›Increase in sharing of our content ›Increase in search performance on keywords Blogosphere [Earned Media] ›Position company as thought- leader ›Create and participate in conversations online ›Show we are credible ›Listening online to identify where we should be commenting or stimulating discussion ›Increase in share of voice online ›Increased participation in online discussions LinkedIn [Owned/Earned Media] ›Leverage professional networks of our key execs to open up new conversations ›Keep us front-of-mind ›Integrating blog and Twitter feeds ›Participating in the right online groups – and stimulating discussion ›Increase in click throughs to blog / our website ›Increased participation in online discussions YouTube [Owned Media] ›Position company as thought- leader ›Show we are credible ›Help shape and guide buyer strategies ›Provide analysis, opinion on key issues, industry and technology developments ›Share our story ›Share client case studies ›Increase in channel views ›Increase in channel subscribers ›Increase in comments
  20. 20. Content goes Social Source: CMI
  21. 21. Source: CMI
  22. 22. Find out where your audience is hanging out online
  23. 23. Video sharing 75% of senior executives say they watch work related videos on business- related websites at least weekly 65% have visited a vendor’s website after watching a video Source: Forbes Source: Google
  24. 24. Make it easy to share Use industry standard platforms – YouTube, Vimeo, Slideshare, Flickr Always include sharing buttons online and in PDFs But make it interesting and compelling enough that they want to share it! Case example: 30,000 page views 200+ blogs
  25. 25. Time to go mobile? Mobile web searches increased by 247% 1 in 4 employees use personal smartphones at work Source: ITPro
  26. 26. And another important channel... Your sales force 90% of marketing deliverables are not used by sales Only 7% of IT services companies are seen by their customers as ‘strategic partners’ Only 7% of IT services companies are seen by their customers as ‘strategic partners’ •Need to show industry knowledge •‘Think for me’, not just ‘do for me’: guidance not plumbing •Need an opinion, an angle, a point of view, a vision of what’s next.... Source: New Rules of Sales Enablement
  27. 27. K.I.S.S. 8 minutes: the average ‘dead time’ before a meeting. •And it’s when a sales person preps for the meeting 8 minutes: the average ‘dead time’ before a meeting. •And it’s when a sales person preps for the meeting What is it we actually sell?What is it we actually sell? Who’s it for?Who’s it for? What to askWhat to ask Who to bring to the next meetingWho to bring to the next meeting
  28. 28. Problem 4 Try it, test it, learn which channels work for you... “We don’t know what content works?” Source: Hubspot
  29. 29. Turn measurement into revenue
  30. 30. Problem 5 Get some! Cost per outbound lead analysis – include the cost of sale Basic funnel analysis – shows inbound (content) is essential due to finite outbound universe… “I have no budget for content?”
  31. 31. Where to start?
  32. 32. 5 steps to successful content marketing Get close to your SMEs, they are your raw materialGet close to your SMEs, they are your raw material Be useful. Know what your audience needs, and give it to themBe useful. Know what your audience needs, and give it to them Cut the sales pitch. Good content does this for you.Cut the sales pitch. Good content does this for you. Be bold. Be controversial. Be interesting.Be bold. Be controversial. Be interesting. 50% of your effort should be distribution, 50% creation50% of your effort should be distribution, 50% creation
  33. 33. And start with one of these… StrategyStrategy Audit and plan Audit and plan Programme development ImplementImplement Measure & iterate Measure & iterate Objective setting Objective setting Proposal and c-level endorse Proposal and c-level endorse Brand + marketing alignment Brand + marketing alignment KPIsKPIs Identify SMEsIdentify SMEs Existing content & channels Existing content & channels Systems & resources Systems & resources Influencers + customer input Influencers + customer input Audience destinations Audience destinations Competitor activity Competitor activity Set up channelsSet up channels Publishing process Publishing process Content ‘tiers’ against funnel & buyer journey Content ‘tiers’ against funnel & buyer journey SME ‘rules’SME ‘rules’ Publishing calendar Publishing calendar WritingWriting DesigningDesigning FilmingFilming DashboardDashboard RAG status on content RAG status on content IterationIteration Reporting & rewarding Reporting & rewarding ‘Socialing’‘Socialing’
  34. 34. Our very own content marketing experiment
  35. 35. Vital Statistics for B2B Marketing It started with a blog post...
  36. 36. Vital Statistics for B2B Marketing The video... YouTube: “B2B vital statistics”
  37. 37. Spreading the word  YouTube branded channel  Twitter  Targeted approaches to key commentators and influencers  LinkedIn – embedding the video into our profiles  Facebook  PR – free online news wires  Blog comments
  38. 38. Beyond all expectations... Targets:  1,000 video views in 6 weeks  30% increase in Twitter followers  20% increase in average site visits  20% increase in inbound links  2 new business opportunities Results (6 weeks later):  6,500 video views  42% increase in Twitter followers  30% increase in average site visits  87% increase in inbound links  2 new business opportunities Plus Over 90 mentions on Twitter, extensive media coverage and improvements in natural search
  39. 39. Earnest online Web: www.earnest-agency.com Twitter: www.twitter.com/earnestagency YouTube: www.youtube.com/earnestagency LinkedIn: www.linkedin.com/companies/earnest
  40. 40. Thank you

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