Content Marketing: How Far Do You Open the Kimono

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Content marketing is all the rage. But how much is too much? If you open the content kimono too far, are you cannibalizing your ability to monetize your expertise? Presentation from 2011 BlogWorld LA by Jay Baer of Convince & Convert and Joe Pulizzi from Content Marketing Institute.

Published in: Business, Technology

Content Marketing: How Far Do You Open the Kimono

  1. How Much Do You 
Open Your Kimono? Does "Thought Leadership"Cannibalize Your Ability to Monetize What You Know?Jay Baer and Joe Pulizzi@jaybaer @juntajoe
  2. Thought Leadership OH YEAH!
  3. Thought LeadershipA Goal of ContentMarketing Strategy
  4. Why Does It Matter? Elise Bauer The recognition from the outside world thatthe company deeply understands its business, the needs of its customers, and the broader marketplace in which it operates.
  5. Tying Content to RevenueThe 6 Stages ofOpening the Kimono
  6. 1. Closed Kimono  No Online Thought Leadership
  7. MarketFace  Enterprise customer experience consulting  Since 2001  Clients include:   Virgin America   OfficeMax   Skechers   Toyota
  8. MarketFace  No online thought leadership  Case studies not for public distribution
  9. MarketFace  Significant repeat and WOM business  Vertical-focused, easier to drive WOM  Small company, time constraints  Highly customized process
  10. MarketFace  Questions whether his target audience (C-Suite) consumes content online (writing a book at present) If you can’t do it well, is content a net positive for your brand? - Michael Roberts – President
  11. 1. Closed Kimono  No Online Thought LeadershipPRO  Zero time investment  Focus on detailed, long-form, custom contentCON  Limited exposure in Search  Reduced ability to build online influence
  12. 2. What Happens in Vegas  Thought Leadership on Distributed Micro Platforms   LinkedIn and Facebook Groups   Twitter Curation   Blog Comments
  13. Lisa Loeffler  Founder, Genuine Media Co.  Social media strategy and advice  Since 2008  Clients include:   Valerie Fitzgerald Group   E-storm Intl (Puma, Gucci, Volcom)   Collegiate Licensing Company
  14. Lisa Loeffler  Limited long-form thought leadership   1 post/month on e-storm blog  Active in Twitter (content curation)  Participant in industry surveys/studies  Active presence in Facebook groups dedicated to social marketing  Many Empire Avenue connections  Prefers the 1:1 nature of micro thought leadership and interactions
  15. Lisa Loeffler  Built hundreds of relationships on EA  Met her new business partner on that platform in June, 2011
  16. Lisa Loeffler  The Poll Taker  Free, real-time, platform-agnostic polling platform
  17. Lisa Loeffler  Believe thought leadership is derived from long-term engagement more so than content creation To be considered a leader in any field one must build and gain trust within their communities - Lisa Loeffler – Founder
  18. 2. What Happens in Vegas  Distributed Micro Thought Leadership   LinkedIn Answers   Twitter News Distribution   Blog CommentsPRO  Original content not required  Can become trusted community resourceCON  No ability to drive to lead source  Limited search engine potential
  19. 2. What Happens in VegasAUDIENCE VOTE  Is this a comfortable level of openness for you and your company? YES NO
  20. 3. Quid Pro Quo  Selling Thought Leadership   E-Books   How-To Packages   eNewsletter Subscriber Packages
  21. Bob Bly  Bob Bly – Leading direct marketing copywriter and informational product guru.
  22. Bob Bly  Selling Thought Leadership •  Step 1: Free eNewsletter builds your list to market to.
  23. Bob Bly  Selling Thought Leadership •  Step 1: ROI Calculator provides opt-in signups.
  24. Bob Bly  Selling Thought Leadership •  Step 1: Free eNewsletter and ROI Calculator builds your list to market to. •  Step 2: Sample reports provide some sharing – promotion of newsletter and more free reports (email address)
  25. Bob Bly  Selling Thought Leadership •  Step 1: Free eNewsletter and ROI Calculator builds your list to market to. •  Step 2: Sample reports provide some sharing – promotion of newsletter and more free reports (email address) •  Step 3: Paid offers (money-back guarantee), marketed through email and sample reports
  26. Bob Bly  The How •  Free reports are compilations of already published reports. •  Key combination of volume (number of pages), quality AND packaging. •  Free information talks of the possibilities…paid information goes into all the details.
  27. Bob Bly  Six-Figure Email List  Free premium reports led to increase of conversions by 25%.  Enewsletter conversions doubled AFTER free reports were added. If your free information is best of breed, subscribers will assume your paid information is best of breed. If free information is bad, they’ll never want your paid stuff. - Bob Bly
  28. 3. Quid Pro Quo  Selling Thought Leadership   E-Books   How-Tos/TutorialsPRO  Recurring revenue  Passive incomeCON  Can be difficult to upgrade to fully paid services  Must test exhaustively
  29. 3. Quid Pro QuoAUDIENCE VOTE  Is this a comfortable level of openness for you and your company? YES NO
  30. 4. Give Me Your Number  Lead-Gated Thought Leadership   Place content behind mandatory lead generation forms, etc.
  31. ExactTarget  Interactive marketing SAAS company  One of the world s largest email service providers  Customers include:   Groupon   Nike   Microsoft
  32. ExactTarget  Multiple content initiatives   Subscriber, Fans, Followers Research   Blog   Forrester White Papers   Field Guides   Letters to the C-Suite   Email Newsletters  Enterprise-wide analysis of role of content in leads and sales process, including client renewals
  33. ExactTarget  Content creation is decentralized  Different areas of the company create content to serve their purposes (often lead generation)
  34. ExactTarget  10-part research series  Tens of thousands of downloads  Hundreds of thousands of dollars in direct sales  Millions of dollars in indirect sales
  35. ExactTarget  More content and more use for lead nurturing, not just lead generation We will become more journalistic, empowering more people within the company to create content. - Jeff Rohrs – Vice President of Marketing
  36. 4. Give Me Your Number  Lead-Gated Thought Leadership   Place content behind mandatory lead generation forms, etc.PRO  River of leads for sales team  TrackableCON  No control over lead quality  Reduces consumption rate  Lack of shareability
  37. 4. Give Me Your NumberAUDIENCE VOTE  Is this a comfortable level of openness for you and your company? YES NO
  38. 5. Peek-a-Boo  Giving Away What You Know But Not the Process   Heavy blogging   Presentations   Video Demonstrations
  39. Openview Venture Partners  Leading value-add venture capitalist organization  Invests $5 to $15 million in technology companies between $2 and $20 million.  Investments include: –  Zmags –  Balihoo –  Central Desktop –  Monetate
  40. Openview Venture Partners  Started with an employee blog and now has 90% employee participation.  Full audio and video studio.  Employs a full-time journalist to coordinate activities.
  41. Openview Venture Partners  Integrates blog into full tech-startup resource site called Openview Labs.  Over 1,000 podcasts, videos and articles.  Multiple pieces distributed per day via blog and social media.
  42. Openview Venture Partners Results   Over 8,500 email subscribers in 18 months…25% open rate.   Significantly shortened sales cycle.   Closed deals directly from online content. A year ago, no one knew who we were. Now, when we speak with CEOs, we find that they’ve already heard of us and they get what we’re about. Scott Maxwell, CEO, Openview Venture Partners
  43. 5. Peek-a-Boo  Giving Away What You Know But Not the ProcessPRO  Heavy awareness  SEO and PR benefitsCON  Tons of effort required  Devalues each piece of content?
  44. 5. Peek-a-BooAUDIENCE VOTE  Is this a comfortable level of openness for you and your company? YES NO
  45. 6. The Full Monty  Giving It All Away  Creating Content That is Outside Your Core Category
  46. Eloqua  Marketing automation software company  Leaders in lead generation and nurturing  Clients include:   Sony   Dow Jones   Johnson & Johnson
  47. Eloqua  Exceptionally broad and comprehensive content program  Team includes in-house journalists  Very robust digital dandelion program, with content residing at Eloqua.com and many other places online  No lead gates for offsite content  Sends content to current leads and customers as exclusive sneak peek
  48. A  Form  is  the  Eloqua Enemy  of  Spread    Huge Slideshare program  Millions in revenue from Grande Guides  Lead form is AFTER the content
  49. Eloqua  Substantial content created outside core business focus  Initially, significant internal opposition
  50. 98,259  Eloqua Slideshare  Views    New content helps others become content marketers, creating leads that need automation (virtuous circle)
  51. Eloqua We focus content on the 85% ofpeople that don’t know us, ratherthan the 15% who do. 18 months ago, we were behind. Wehad to get noticed by showingmore skin. - Joe Chernov – Vice President of Content
  52. 6. The Full Monty  Giving It All Away  Creating Content That is Outside Your Core CategoryPRO  No barrier to customer  Can go David & GoliathCON  Requires serious effort  Allows others to steal  Diverts attention from core attributes
  53. 6. The Full MontyAUDIENCE VOTE  Is this a comfortable level of openness for you and your company? YES NO
  54. Deciding Which is Right1.  Closed Kimono2.  What Happens in Vegas3.  Quid Pro Quo4.  Give Me Your Number5.  Peek-a-Boo!6.  The Full Monty
  55. Testing Scenario  One piece of thought leadership content  Multiple ways to treat it 1 6 2 Thought Leadership Content 5 3 4
  56. 4 Types of Content Metrics Consumption Sharing Metrics Metrics Lead Sales Generation Metrics Metrics
  57. Your Testing Plan  Available Now: Only $19.95
  58. Your Testing Plan  Available Now: bit.ly/openkimono
  59. Thanks to All Participants!  Marketface.com   Exacttarget.com/sff  Genuinemediaco.com   Labs.OpenViewPartners.com  Bly.com   Eloqua.com
  60. Questions?@juntajoe @jaybaer

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