Harnessing the power of content marketing final
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Harnessing the power of content marketing final Presentation Transcript

  • 1. Harnessing the Power of Content Marketing @PamDidner Innotech 2013, Austin
  • 2. For today's session - A process for content marketing - Important pre-steps before implementation - Tips and tricks during implementation
  • 3. What’s your favorite website?
  • 4. Why do you go there?
  • 5. You go there to… -Be Entertained -Learn -Be Challenged -Solve
  • 6. Therefore... Your marketing should provide one or more of the following: -Entertainment -Knowledge/Information -Challenges -Help/Solutions
  • 7. Definition of Content “Anything that conveys meaningful information to humans.” -Erin Kissane, ‘The Elements of Content Strategy’
  • 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. Content Marketing Adds value to your customers
  • 10. We need a plan and a process Business Objectives Target Audience Success Measurement Plan Budget Planning Content Creation Content Distribution
  • 11. Align Business Objectives with Marketing Objectives Business Objectives • Increase Revenue • Decrease Cost Marketing Objectives • Build Brand Equity • Create/Retain Customers • Enable Sales
  • 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. When you get back to work Business Objectives: Marketing Objectives:
  • 14. Audience: Create persona Business Objectives Success Measurement Target audience Strategy A good persona provides insights Budget planning Content Creation Content distribution
  • 15. Intel IT Manager Persona Technologies in Use Mean Deployment Size 3,168  95% 329  65% IT Budget 90% 1,016  % with Dedicated IT Budget 88% # of sites IT Budget $10.4M  43% IT Environment  $$$ % of employees with a dedicated computer Technology Infrastructure Computer installed base Computer refresh cycle >50% installed base of laptops  Server installed base Has a enterprise class data center Tablet installed base Currently use SaaS, IaaS or PaaS Server virtualization Security 32% Use tech as competitive advantage  Willingness to pay a premium $$$ Early tech adopters  Employees that are extremely connected and extremely dispersed  Full time dedicated IT staff   Influencers Smartphone installed base External Influencers   420  Segment Size (among all medium and large businesses Organizational Attitudes and Business Outcomes Ravi, IT Manager Med. & Lrg. Business Tech Enthusiast Avg. IT Budget
  • 16. IT Initiatives Ravi, IT Manager Med. & Lrg. Business Tech Enthusiast Leveraging Data Challenges/ Concerns Business intelligence tools to speed the ability to report, analyze and store data (e.g., data mining, analytics, data warehousing, etc.) Data management applications that control, protect, deliver and enhance value of data and information. (e.g. ERP, CRM, transactional databases, etc.) Capabilities to improve our vendors’ or partners’ abilities to access our data. (e.g. web portals, B2B gateways, etc.) Business process capabilities to improve workflows within my company (e.g. six sigma, business process modeling, etc.) Security Desktop virtualization Virtualization Very High Server virtualization (e.g., expanding; improving manageability etc.) Mobility Telework/ Mobility Capabilities 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 Very High Automating IT management (e.g., software / patch updates) Collaboration Security Improving compliance with regulation Improving our company’s IT security Very High Information Mgmt Very High Improving the delivery of applications across different devices* Other Giving new company-supplied computing tools to employees such as smartphones, tablets or similar Consolidating or integrating our data centers, network and storage infrastructure** Capabilities to accommodate or manage data growth and storage needs
  • 17. IBM Police Chief for Public Safety Sector Content Distribution Job Description Influencers Content Topics Source: IBM “The Science of Marketing. The Art of Conversation”, Michele Grieshaber
  • 18. Drake Mortors Company- SUV potential buyer His Objectives Content Distribution Content Creation
  • 19. To Do: Create your own persona Image Name? Personal Profile? Job Description? Challenges or Desires? Content needs? Preferred media to receive information?
  • 20. Persona is not a panacea Gather additional insights from: -Social Listening -Seller Interviews -Buyer Research -Keyword Search -Other data…
  • 21. Reference point: A good comparison on social listening tools http://social-media-monitoring-review.toptenreviews.com/
  • 22. Reference point: Keyword Search Tools http://copyblogger.com/keyword-research-tools/
  • 23. Reference point: Keyword Search Tools http://acquire.com/blog/the-best-free-premium-keyword-research-tools/
  • 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. Understanding the customer journey is another pre-requisite for content creation
  • 26. But, everyone’s journey is a little different…
  • 27. Search and social media make the customer journey harder to follow
  • 28. Let’s sit back and think about the customer journey differently
  • 29. Create a customer journey to follow how they “think”, not how they “purchase”
  • 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. 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. IBM Example: Map content to Police Chief’s thought journey Source: IBM “The Science of Marketing. The Art of Conversation”, Michele Grieshaber
  • 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. 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. 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. 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. Tip: Repurpose, Reuse, Refresh Content
  • 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 Marketing
  • 39. Short Form Examples 27-pages White Paper 600-800 word blog posts Source: Bonfire Marketing
  • 40. Social Content Examples Source: Bonfire Marketing
  • 41. To harness the power of content for social media Think like a newspaper publisher
  • 42. Once you know Your objective, audience, content creation and distribution… You can determine your budget
  • 43. Once you know your budget You can determine your success metrics
  • 44. Harnessing the power of content marketing: Know your audience Map content with customer thought journey Think like a newspaper publisher