CMS-ContentMarketingProgrammes

CMS & Content Marketing Programmes Keith Feighery

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

What do Content Management Systems Do?

They help you present and distribute CONTENT!

But what is the purpose of your content?

Without valuable and relevant content – nobody will engage with your ideas and messaging

Primary Goal: Is to ensure that your content is what your customers need and want

And that it pushes them along the Buyer Cycle

The Content Management System help you publish this content and manage the customer lifecycle

What should your content do?

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

How has content marketing changed over the past 10 years

Traditional Marketing Vs Social Engagement

Inbound Marketing

Hubspot – Inbound Marketing Company view

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

How to think about media mix in this changed landscape

Owned Vs Paid Vs Earned Media

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

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

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.

Content Types

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.

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

B2C Content Marketing Programmes Keith Feighery

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

West Coast Cooler

Kanchi.org

Garendenny Lane

Murphys Ice Cream Dingle

B2B Content Marketing Programmes

The Buyer Vs Sales Conundrum

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

The solution Lead Management

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

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

Lead Management Process

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

Content Should be Targeted at Each Persona for each Stage of the Sales/Buyer Funnel

Integrated Blog Case Studies

Eloqua

Genius

Marketo

CMS-ContentMarketingProgrammes

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