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 durin...
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...
Definition of
Content
“Anything that conveys meaningful
information to humans.”
-Erin Kissane, ‘The Elements of Content St...
Definition of
Content Marketing
“The process of developing and sharing
relevant, valuable, and engaging content to
target ...
Content Marketing

Adds value to
your customers
We need
a plan
and a
process

Business
Objectives

Target
Audience

Success
Measurement

Plan
Budget
Planning

Content
Cre...
Business	
  
Objec,ves	
  

Align Business
Objectives
with Marketing
Objectives

•  Increase
Revenue
•  Decrease Cost
Mark...
Translate Business
Objectives to
Marketing Objectives
Business:
Increase x% of <Product> revenue
($xM) by expanding to <Se...
When you get back to work
Business Objectives:

Marketing Objectives:
Audience:
Create persona

Business
Objectives

Success
Measurement

Target audience

Strategy
A good persona
provides insi...
Intel IT Manager Persona

Technologies in Use

Mean
Deployment Size

329	
   p

65%

1,016	
  p

43%

88%

Avg. IT
Budge...
IT Initiatives
Ravi, IT Manager
Med. & Lrg. Business
Tech Enthusiast

Leveraging	
  
Data

VirtualizaFon

Mobility

Busine...
IBM Police Chief for Public Safety Sector
Content
Distribution

Job
Description

Influencers
Content
Topics

Source:	
  IB...
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?
Prefer...
Persona is not a
panacea
Gather additional insights from:
-Social Listening
-Seller Interviews
-Buyer Research
-Keyword Se...
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 fr...
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

Dec...
Select 3-5 Assets for each stage
Learn
Topic:

Plan
Virtualization

I have an issue.
Explain a concept,
product or
technol...
IBM Example:
Map content to Police Chief’s thought journey

Source:	
  IBM	
  “The	
  Science	
  of	
  MarkeFng.	
  	
  Th...
Business
Objectives
Success
Measurement

Target
Audience

Plan
Budget
Planning

Content
Creation
Content
Distribution

How...
Map content to media channels
Paid Media

Owned Media

Traditional Advertising/
Demand Generation

Corporate Properties

D...
When to use long form content
Content syndication,
paid media banners,
customized paid
MKT programs

Paid Media
Traditiona...
What about Social Media?
Paid Media

Owned Media

Traditional Advertising/
Demand Generation

Corporate Properties

Direct...
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)

Soci...
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, r...
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Harnessing the Power of Content Marketing

  1. 1. Harnessing the Power of Content Marketing @PamDidner Innotech 2013, Austin
  2. 2. For today's session - A process for content marketing  - Important pre-steps before implementation - Tips and tricks during implementation
  3. 3. What’s your favorite website?
  4. 4. Why do you go there?
  5. 5. You go there to… -Be Entertained -Learn -Be Challenged -Solve
  6. 6. Therefore... Your marketing should provide one or more of the following: -Entertainment -Knowledge/Information -Challenges -Help/Solutions
  7. 7. Definition of Content “Anything that conveys meaningful information to humans.” -Erin Kissane, ‘The Elements of Content Strategy’  
  8. 8. 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
  9. 9. Content Marketing Adds value to your customers
  10. 10. We need a plan and a process Business Objectives Target Audience Success Measurement Plan Budget Planning Content Creation Content Distribution
  11. 11. 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
  12. 12. 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
  13. 13. When you get back to work Business Objectives: Marketing Objectives:
  14. 14. Audience: Create persona Business Objectives Success Measurement Target audience Strategy A good persona provides insights Budget planning Content Creation Content distribution
  15. 15. 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  
  16. 16. 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  
  17. 17. 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  
  18. 18. Drake  Mortors  Company-­‐  SUV   potenFal  buyer     His Objectives Content Distribution Content Creation
  19. 19. To Do: Create your own persona Image Name? Personal Profile? Job Description? Challenges or Desires? Content needs? Preferred media to receive information?
  20. 20. Persona is not a panacea Gather additional insights from: -Social Listening -Seller Interviews -Buyer Research -Keyword Search -Other data…  
  21. 21. Reference point: A good comparison on social listening tools http://social-media-monitoring-review.toptenreviews.com/  
  22. 22. Reference point: Keyword Search Tools http://copyblogger.com/keyword-research-tools/
  23. 23. Reference point: Keyword Search Tools http://www.iacquire.com/blog/the-best-free-premium-keyword-research-tools/
  24. 24. 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.
  25. 25. Understanding the customer journey is another pre-requisite for content creation
  26. 26. But, everyone’s journey is a little different…
  27. 27. Search and social media make the customer journey harder to follow
  28. 28. Let’s sit back and think about the customer journey differently
  29. 29. Create a customer journey to follow how they “think”, not how they “purchase”
  30. 30. 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
  31. 31. 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
  32. 32. IBM Example: Map content to Police Chief’s thought journey Source:  IBM  “The  Science  of  MarkeFng.    The    Art  of  ConversaFon”,  Michele  Grieshaber  
  33. 33. Business Objectives Success Measurement Target Audience Plan Budget Planning Content Creation Content Distribution How to tie content creation and distribution to the customer journey?
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. Tip: Repurpose, Reuse, Refresh Content
  38. 38. 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  
  39. 39. Short Form Examples 27-pages White Paper 600-800 word blog posts Source:  Bonfire  MarkeFng  
  40. 40. Social Content Examples Source:  Bonfire  MarkeFng  
  41. 41. To harness the power of content for social media Think like a newspaper publisher
  42. 42. Once you know Your objective, audience, content creation and distribution… You can determine your budget
  43. 43. Once you know your budget You can determine your success metrics  
  44. 44. Harnessing the power of content marketing: Understand your audience Map content with customer thought journey Repurpose, reuse and refresh content
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