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Harnessing the Power of Content Marketing

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A simple process to guide marketers through the content planning process.

A simple process to guide marketers through the content planning process.

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    Harnessing the Power of Content Marketing Harnessing the Power of Content Marketing Presentation Transcript

    • Harnessing the Power of Content Marketing @PamDidner Innotech 2013, Austin
    • For today's session - A process for content marketing  - Important pre-steps before implementation - Tips and tricks during implementation
    • What’s your favorite website?
    • Why do you go there?
    • You go there to… -Be Entertained -Learn -Be Challenged -Solve
    • Therefore... Your marketing should provide one or more of the following: -Entertainment -Knowledge/Information -Challenges -Help/Solutions
    • Definition of Content “Anything that conveys meaningful information to humans.” -Erin Kissane, ‘The Elements of Content Strategy’  
    • Definition of Content Marketing “The process of developing and sharing relevant, valuable, and engaging content to target audience with the goal of acquiring new customers or increasing business from existing customers.” - Amanda Maksymiw
    • Content Marketing Adds value to your customers
    • We need a plan and a process Business Objectives Target Audience Success Measurement Plan Budget Planning Content Creation Content Distribution
    • Business   Objec,ves   Align Business Objectives with Marketing Objectives •  Increase Revenue •  Decrease Cost Marke,ng   Objec,ves   •  Build Brand Equity •  Create/Retain Customers •  Enable Sales
    • Translate Business Objectives to Marketing Objectives Business: Increase x% of <Product> revenue ($xM) by expanding to <Segment> Marketing: Establish <Product> as the preferred choice for <Whom> in the <Segment> by building awareness & driving demand
    • When you get back to work Business Objectives: Marketing Objectives:
    • Audience: Create persona Business Objectives Success Measurement Target audience Strategy A good persona provides insights Budget planning Content Creation Content distribution
    • Intel IT Manager Persona Technologies in Use Mean Deployment Size 329   p 65% 1,016  p 43% 88% Avg. IT Budget 3,168  p 95% IT Budget % with Dedicated IT Budget 90% 420   p $10.4M p #  of  sites   IT  Budget   IT Environment p   $$$   %  of  employees  with  a  dedicated  computer   Technology  Infrastructure   Computer  installed  base   Computer  refresh  cycle   >50%  installed  base  of  laptops   p   Server  installed  base   Has  a  enterprise  class  data  center   Tablet  installed  base   Server  virtualizaFon   Security   Use  tech  as  compeFFve  advantage   p   Willingness  to  pay  a  premium   $$$   Early  tech  adopters   p   Employees  that  are  extremely   connected  and  extremely  dispersed   p   Full  F p   Influencersme  dedicated  IT  staff   Smartphone  installed  base   Currently  use  SaaS,  IaaS  or  PaaS   Organiza,onal  A=tudes  and  Business   Outcomes   Ravi, IT Manager Med. & Lrg. Business Tech Enthusiast External Influencers p   p   p  
    • IT Initiatives Ravi, IT Manager Med. & Lrg. Business Tech Enthusiast Leveraging   Data VirtualizaFon Mobility Business  intelligence  tools  to  speed  the  ability  to  report,  analyze  and   store  data  (e.g.,  data  mining,  analyFcs,  data  warehousing,  etc.)   Data  management  applicaFons  that  control,  protect,  deliver  and   enhance  value  of  data  and  informaFon.  (e.g.  ERP,  CRM,  transacFonal   databases,  etc.)   CapabiliFes  to  improve  our  vendors’  or  partners’  abiliFes  to  access  our   data.  (e.g.  web  portals,  B2B  gateways,  etc.)   Business  process  capabiliFes  to  improve  workflows  within  my  company   (e.g.  six  sigma,  business  process  modeling,  etc.)   Security Very High Challenges/ Concerns Telework/   Mobility Very High Desktop  virtualizaFon   Server  virtualizaFon  (e.g.,  expanding;  improving  manageability  etc.)   CapabiliFes  to  enable  employees  to  work  from  home  (e.g.  VPN,  Citrix,   remote  access  to  the  company’s  network,  etc.)   Enabling  employees  to  use  their  personally-­‐supplied  devices,  computers   or  phones  to  connect  to  the  company’s  network   AutomaFng  IT  management  (e.g.,  sodware  /  patch  updates)   Collaboration Security Improving  compliance  with  regulaFon   Improving  our  company’s  IT  security   Very High Information Mgmt Very High Improving  the  delivery  of  applicaFons  across  different  devices*   Other Giving  new  company-­‐supplied  compuFng  tools  to  employees  such  as   smartphones,  tablets  or  similar   ConsolidaFng  or  integraFng  our  data  centers,  network  and  storage   infrastructure**   CapabiliFes  to  accommodate  or  manage  data  growth  and  storage  needs  
    • IBM Police Chief for Public Safety Sector Content Distribution Job Description Influencers Content Topics Source:  IBM  “The  Science  of  MarkeFng.    The  Art  of  ConversaFon”,  Michele  Grieshaber  
    • Drake  Mortors  Company-­‐  SUV   potenFal  buyer     His Objectives Content Distribution Content Creation
    • To Do: Create your own persona Image Name? Personal Profile? Job Description? Challenges or Desires? Content needs? Preferred media to receive information?
    • Persona is not a panacea Gather additional insights from: -Social Listening -Seller Interviews -Buyer Research -Keyword Search -Other data…  
    • Reference point: A good comparison on social listening tools http://social-media-monitoring-review.toptenreviews.com/  
    • Reference point: Keyword Search Tools http://copyblogger.com/keyword-research-tools/
    • Reference point: Keyword Search Tools http://www.iacquire.com/blog/the-best-free-premium-keyword-research-tools/
    • My company asks me to support multiple audiences and business objectives. What should I do? Tip: Prioritize Get buy-in from mgmt. Less is more.
    • Understanding the customer journey is another pre-requisite for content creation
    • But, everyone’s journey is a little different…
    • Search and social media make the customer journey harder to follow
    • Let’s sit back and think about the customer journey differently
    • Create a customer journey to follow how they “think”, not how they “purchase”
    • Intel Example: Map content to IT manager’s thought journey Select topics to address your audience’s needs Learn Plan Decide Purchase I have an issue. How should I solve the problem? What tools do I need to help me solve the problem and make a good decision? Help me build the business case to make a purchase. 3rd Party Market Research White Paper Buyer’s Guide/Selection Guide Demos Case Studies Videos / Webcasts/ Webinars eBooks Product Brief / Technology Brief Newsletter
    • Select 3-5 Assets for each stage Learn Topic: Plan Virtualization I have an issue. Explain a concept, product or technology to address the issue. How should I solve the problem? Best practices to solve the problem. Decide Purchase What tools do I need to help me solve the problem and make a good decision? Help me build the business case to make a purchase. Help them to sort through diff. options. -  -  -  -  Product Brief Market Research eBook Video: Virtualization 101 -  -  -  -  -  White Paper -  Selection Guide -  Case Studies Market Research -  Case Studies -  ROI selection Buyer’s Guide -  Cost and feature tool Top 10 tips comparison -  Cost and feature Demos guide comparison guide
    • IBM Example: Map content to Police Chief’s thought journey Source:  IBM  “The  Science  of  MarkeFng.    The    Art  of  ConversaFon”,  Michele  Grieshaber  
    • Business Objectives Success Measurement Target Audience Plan Budget Planning Content Creation Content Distribution How to tie content creation and distribution to the customer journey?
    • Map content to media channels Paid Media Owned Media Traditional Advertising/ Demand Generation Corporate Properties Direct email, company websites, company communities Converged Media* Content syndication, paid media banners, customized paid MKT programs *Source: Altimeter Report: Paid + Owned + Earned = Converged Media by Rebecca Lieb & Jeremiah Owyang Earned Media Organically generated Social Media Platforms Content syndication, social media presence, 3rd party communities/forums
    • When to use long form content Content syndication, paid media banners, customized paid MKT programs Paid Media Traditional Advertising/ Demand Generation Owned Media Corporate Properties Direct email, company websites, company communities
    • What about Social Media? Paid Media Owned Media Traditional Advertising/ Demand Generation Corporate Properties Direct email, company websites, company communities Converged Media* Content syndication, paid media banners, customized paid MKT programs *Source: Altimeter Report: Paid + Owned + Earned = Converged Media by Rebecca Lieb & Jeremiah Owyang Earned (Social) Media Organically generated Social Media Platforms Content syndication, social media presence, 3rd party communities/forums
    • Tip: Repurpose, Reuse, Refresh Content
    • For Social Media: Break down long form content To multiple short forms Long From Content (1) Short From Content (4) Social Content (20) Source:  Bonfire  MarkeFng  
    • Short Form Examples 27-pages White Paper 600-800 word blog posts Source:  Bonfire  MarkeFng  
    • Social Content Examples Source:  Bonfire  MarkeFng  
    • To harness the power of content for social media Think like a newspaper publisher
    • Once you know Your objective, audience, content creation and distribution… You can determine your budget
    • Once you know your budget You can determine your success metrics  
    • Harnessing the power of content marketing: Understand your audience Map content with customer thought journey Repurpose, reuse and refresh content