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Overview of inter-relationship between CMS and Content Marketing Programmes for DMI Workshop

Overview of inter-relationship between CMS and Content Marketing Programmes for DMI Workshop

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  • 1. CMS & Content Marketing Programmes Keith Feighery
  • 2. Outline
    • What do Content Management Systems Do?
    • What is the purpose of your Content?
    • How to create, distribute and optimise your Content
    • Characteristics of Successful Content and Inbound Marketing
    • Class Exercise: Create a Content Strategy & Plan for Business Case
    • Overview of B2C Content Marketing Programmes/Case Studies
    • Overview of B2B Content Marketing Programmes/Case Studies
  • 3. What do Content Management Systems Do?
  • 4. They help you present and distribute CONTENT!
  • 5. But what is the purpose of your content?
  • 6. Without valuable and relevant content – nobody will engage with your ideas and messaging
  • 7. Primary Goal: Is to ensure that your content is what your customers need and want
  • 8. And that it pushes them along the Buyer Cycle
  • 9. The Content Management System help you publish this content and manage the customer lifecycle
  • 10. What should your content do?
  • 11. What should it be?
    • B valuable and useful information NOT just canned marketing messages
    • Focus on what a customer needs rather than what you sell
      • Address user needs in all published content
    • Valuable communications is what differentiates you from competition
    • Marketers are publishers today – i.e. think like media co’s
    • Customer relationships don’t end with a payment
      • Use content to increase retention rates
    • Without good content, community is impossible
    • 90% of corporate websites talk about “How great they are”
    • Buyers are more in control today than ever – not sales organisations
  • 12. How has content marketing changed over the past 10 years
  • 13. Traditional Marketing Vs Social Engagement
  • 14. Inbound Marketing
  • 15. Hubspot – Inbound Marketing Company view
  • 16. Inbound Marketing
    • Inbound Marketing with intent – pull marketing versus push marketing
    • Using your content to build engagement with purpose, targeted at your specific audience
    • When you create content that pulls prospects, you are differentiating your brand
      • Customers recognise the value and follow trail back to your base (website) to engage with you
      • To ensure this works – create contagious content
    • Your content will move buyers along in their buying process to become a live sales opportunity in time
  • 17. How to think about media mix in this changed landscape
  • 18. Owned Vs Paid Vs Earned Media
  • 19. Leveraging Owned Media Assets
    • Recognise the value in your owned media assets
      • Websites, mobile applications, digital conversations/interactions etc.
    • Brands/Businesses are becoming publishers and media outlets
      • No limits to what an organisation can publish online for the consumption of their consituencies
    • Become trusted knowledge experts in your business or sphere of operations
    • Establish trust and develop relationships with customers and prospects
      • Be engaging, entertaining, educative, informative etc..
      • Allow user participation and transparent engagement
  • 20. Advantages
    • Creates demand generation and awareness through value add publishing
    • Creates a less-frictional way of converting prospects into sales
      • When used in conjunction with lead management systems
    • Helps build long-term relationships rather than one-off sales
    • Creates stickiness to your owned media assets (rather than to paid ones)
    • Once started, provides an ongoing process and framework to control and publish valuable information
  • 21. Content Mktg: Success Vs Failure
    • Characteristics of Success
      • Understanding the informational needs of your customers
      • Knowing how those informational needs mix with your marketing goals and objectives 
      • Mapping content schedule to user profiles and buyer cycles
      • Being consistent (content marketing is a marathon, not a sprint)
      • Listen and continually evolve the program
    • Characteristics of Failure
      • Always s elling, rather than informing and educating
      • Not listening, thus not evolving the content program
      • Waiting for perfection to come before you deliver the content.
  • 22. Content Types
  • 23. Content types
    • The content and digital media on your web site , blog other content managed systems, partner sites etc..
    • Facebook/MySpace /Bebo fan pages and posts
    • Tweets , status updates
    • E-mail newsletters
    • Blog posts, reader comments and reactions
    • Whitepapers, case studies, w ebinars , podcasts
    • Videos, demos, presentations, and custom animations
    • Product/service reviews
    • Forums
    • Articles and other intellectual property or knowledge sharing –professional contributions etc.
  • 24. Who creates the content
    • Internally
      • Find employees who are knowledgeable and want to write
      • Re-purpose content that has been created over time for different media
    • Partners, customers and third party experts
      • Publish whitepapers, webinars, eBooks, articles etc…with partners
    • Customers
      • If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc..
      • You can allow customers to make product recommendations – crowdsourcing
  • 25. B2C Content Marketing Programmes Keith Feighery
  • 26. B2C Content Programmes
    • Provide valuable information, content, entertainment to your prospects and customers
    • Create an ongoing conversation with them where possibe
    • Address wider customer needs – beyond what your product/service does
    • Give them what they want i.e. deals/discounts/extended service, engagement etc..
    • Create awareness of products, services, organisation, people
    • Be transparent in terms of customer service, company information etc..
    • Actively seek network effects and customer validations
  • 27. West Coast Cooler
  • 28.
  • 29. Garendenny Lane
  • 30. Murphys Ice Cream Dingle
  • 31. B2B Content Marketing Programmes
  • 32. The Buyer Vs Sales Conundrum
  • 33. The Problem
    • Buyers engaging with sales further down the funnel as they research more online
    • Leads are not properly qualified by the marketing team before they are handed over to sales
    • There is no way of identifying accurately when a lead is ready to be passed to sales as no clear definition of a lead
    • There is no systematic process in place for managing and scoring leads
    • When a lead is disqualified by sales it does not go into a lead nurturing programme
    • There is no visibility in where exactly leads fall out of the funnel
    • There is no connection between leads and converted sales
  • 34. The solution Lead Management
  • 35. The 7 Key Rules for Connected Marketer
    • Develop Buyer Personas
      • Understand your prospects, based on who they are, how they behave, and where they interact in the sales cycle
    • Align content with buyers
      • Determine what types of information your prospects will need, based on who they are, how they behave and where they are in their buying process
    • Consistency across channels
      • Leverage as many channels as possible to get your message out – and keep messages consistent
    • Let experts do the talking
      • Solve problems – find experts who can articulate and discuss problems and solutions
  • 36. The 7 Key Rules for Connected Marketer
    • Multi-channel distributions
      • Buyers have different preferences for consuming information – you need to make sure content is accessible from all these channels (Blogs, website, rss, twitter, facebook, business portals)
    • Automate the process (4 Rs)
      • Reach: Use social media to engage with a broad audience (track all interactions)
      • Response: measure all response and their nature
      • Relationship: Build relationship by delivering timely and personalised message based on behaviour and profile
      • Revenue: Lead nurturing must feed sales
    • Get Connected
      • Make yourself a valuable resource for your prospects
  • 37. Lead Management Process
  • 38. Preparational Considerations
    • Characteristics of best customers
      • Who typically buys from you, who are least demading customers, characteristics of easily and profitable closed sales
    • Understanding the “Buyer Journey”
      • Where did best leads come from, how do leads advance along the funnel, which activities do your deals participate in (webinars, demos etc..)
      • How can you identify if a prospect has stalled
    • Lead Qualification
      • What are the specific characteristics of a marketing qualified lead
      • What MQL (marekting qualified leads) typically convert
      • What are the characteristics of leads that typcially need to go through a nurturing programme
  • 39. Content Should be Targeted at Each Persona for each Stage of the Sales/Buyer Funnel
  • 40.  
  • 41.  
  • 42.  
  • 43.  
  • 44.  
  • 45. Integrated Blog Case Studies
  • 46. Eloqua
  • 47. Genius
  • 48. Marketo
  • 49. Q & A