Content Marketing to Build Passionate Subscribers to Your Brand - Adobe Summit 2013

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Social and mobile channels have completely changed the speed, efficiency, and ease of consumers engaging with each other. This new engagement now correlates to every aspect of our business and has a tremendous impact on brand. To succeed in today’s digital age, digital marketers need to use content to continually engage their audiences— from the first time we meet them, on through the entire customer lifecycle. The job of marketing is no longer to just acquire customers but to create passionate subscribers to our brands.

Learn from Scott Liewehr, President and Principal Analyst for Digital Clarity Group, how to:

Develop a content marketing strategy that works for your business
Tell a consistent story that engages your customers
Determine the right marketing channels to implement

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Content Marketing to Build Passionate Subscribers to Your Brand - Adobe Summit 2013

  1. 1. Content Marketing to buildpassionate subscribers to your brandScott Liewehr, President and Principal Analyst@sliewehr | @just_clarityMarch 7, 2013 at #AdobeSummit
  2. 2. http://digitalclaritygroup.com#AdobeSummit  |  @sliewehr   2  
  3. 3. #AdobeSummit  |  @sliewehr   3  
  4. 4. Let’s talk about engagement…#AdobeSummit  |  @sliewehr   4  
  5. 5. “Engagement occurs when a consumer interacts with a brand, and elects to invest in it physically, financially or emotionally.”#AdobeSummit  |  @sliewehr   5  
  6. 6. Most valued currency on the web#AdobeSummit  |  @sliewehr   6  
  7. 7. “Brands that view the consumer empowerment phenomenon as an opportunity will win.”#AdobeSummit  |  @sliewehr   7  
  8. 8. Customer Experience#AdobeSummit  |  @sliewehr   8  
  9. 9. “A customer’s holistic perception of a company and its offerings based on all of the customer’s interactions with the company…”#AdobeSummit  |  @sliewehr   9  
  10. 10. #AdobeSummit  |  @sliewehr   10  
  11. 11. CXM or [my preference] CEM#AdobeSummit  |  @sliewehr   11  
  12. 12. Great, another acronym…#AdobeSummit  |  @sliewehr   12  
  13. 13. From inside out to outside in §  Who are our §  Who are our customers? customers? §  How do we get them §  What do they need to come to our sites? to do? §  What do we want §  How can we help them to do there? them do it? §  How do we keep §  . . . and better than them from leaving? their options?#AdobeSummit  |  @sliewehr   13  
  14. 14. If you’re going outside, take a . . .#AdobeSummit  |  @sliewehr   14  
  15. 15. Technology is critical . . . and last § C ustomers § Objectives § A ctions § T echology#AdobeSummit  |  @sliewehr   15  
  16. 16. After all, it’s all about content, right?#AdobeSummit  |  @sliewehr   16  
  17. 17. What is Content Marketing & why should you care?#AdobeSummit  |  @sliewehr   17  
  18. 18. Content Marketing is not *new* …and it’s not all that hard either#AdobeSummit  |  @sliewehr   18  
  19. 19. Innovating story, process, channels#AdobeSummit  |  @sliewehr   19  
  20. 20. #AdobeSummit  |  @sliewehr   20  
  21. 21. #AdobeSummit  |  @sliewehr   21  
  22. 22. #AdobeSummit  |  @sliewehr   22  
  23. 23. #AdobeSummit  |  @sliewehr   23  
  24. 24. §  Can we make sense of the true nature of Search? §  Can we drive better traffic? §  Can we make a business case for a retargeting network? §  Can we make PPC better? Pay Per Click ads#AdobeSummit  |  @sliewehr   24  
  25. 25. Our Software Is Great Be A Superhero www.company.com   www.company.com   Customized Software for the enterprise True software success. Free Guide - Get A Custom Demo! To Build The Business Case.#AdobeSummit  |  @sliewehr   25  
  26. 26. Retargeting can work#AdobeSummit  |  @sliewehr   26  
  27. 27. §  Can we make PR really work for marketing? §  Can we bring the “relations” back to Public Relations? §  Can we tell human stories, not make canned releases? §  Can we make PR better? Public Relations#AdobeSummit  |  @sliewehr   27  
  28. 28. #AdobeSummit  |  @sliewehr   28  
  29. 29. #AdobeSummit  |  @sliewehr   29  
  30. 30. §  Can we stop chasing our own “long tail”? §  Can we create beloved content, and in turn gets the Google love? §  Can we write stories that engage rather than settle bar bets? §  Can we make SEO better? Search Optimization#AdobeSummit  |  @sliewehr   30  
  31. 31. #AdobeSummit  |  @sliewehr   31  
  32. 32. FOCUS: Sharable content; engaging, passionate topic Work on developing deeper engagement. Less content | Higher Quality One Year Later – Results: Web traffic: -30% Engagement: +150% Inbound Links: +40% Social Sharing: +100% Sales: +350%#AdobeSummit  |  @sliewehr   32  
  33. 33. §  Can we create more valuable customers? §  Can we make it easier to retain/upsell customers? §  Can we create customers who will defend our brand? §  Can we make Customer Retention better? Customer Retention#AdobeSummit  |  @sliewehr   33  
  34. 34. #AdobeSummit  |  @sliewehr   34  
  35. 35. #AdobeSummit  |  @sliewehr   35  
  36. 36. What we’ve learned about the process of Content Marketing over 12 mos…#AdobeSummit  |  @sliewehr   36  
  37. 37. §  Most organizations are siloed, now even within Marketing. Create  &   Manage   §  Most organizations are starting to transform their marketing groups. Measure  &   OpFmize,   Aggregate,   Learn   Curate   §  B2C and B2B processes are more different than they might first appear. Converse  &   Listen   §  Marketing doesn’t want more technology.#AdobeSummit  |  @sliewehr   37  
  38. 38. §  The key is utilizing fast moving technology to de-silo Create  &   Manage   the PROCESS, not the team. §  Collaborative roles and Measure  &   OpFmize,   processes created to facilitate Learn   Aggregate,   Curate   better communication. §  Alignment of governance, Converse  &   measurement and goals. Listen   Different for B2B and B2C.#AdobeSummit  |  @sliewehr   38  
  39. 39. The Content Marketing team Typical roles within your existing team… Chief  Content   Officer   Managing   Content   Chief  Listening   Editors   Producers   Officers   Content   Creators  #AdobeSummit  |  @sliewehr   39  
  40. 40. This has created a mess… §  Most vendors and agencies think of enterprise marketing Create  &   Manage   as one big team. It’s so not. §  Big gaps in capabilities are Measure  &   OpFmize,   Aggregate,   being filled by freelancers and Learn   Curate   agencies (but not for long). §  Startup technologies are Converse  &   Listen   providing point-solutions to fill technology gaps.#AdobeSummit  |  @sliewehr   40  
  41. 41. Case study: Top 5 Insurance Co. Web Social Social CRM Brand E-Mktg PR Owns: Owns: Owns: Owns: Owns: PR Content Web Site & Owns: Facebook CRM TV NewsRoom Optimization Blog Twitter Twitter Content Social Content Measured: Measured: Measured: Measured: Traffic Engagement Not Awareness Measured: SEO Measured: PR Leads [Working On It] §  Content Strategy Not Aligned. Web, Social, PR, eMarketing… §  Measurement Not Aligned (in fact, conflicts) §  Process and tool silos emerging, questions on WCMS#AdobeSummit  |  @sliewehr   41  
  42. 42. Case study: Top 5 Insurance Co. Examples of the “stuff” that’s not getting done… §  Content Strategy = Where should they DO content marketing? Website? Resource Center? Blog? Microsites? §  Editorial guidelines and enforcement (Writers / Editors) §  Social Governance (Social Team failing…slowly) §  Content collaboration and curation (NewsRoom shifting) §  True content repurposing across channels (Blog flailing) §  Writer collaboration and ratings (14 external agencies) §  Mis-aligned measurement for content and marketing#AdobeSummit  |  @sliewehr   42  
  43. 43. Case study: Top 5 Insurance Co. §  Re-alignment of Brand   Team   Web  Team   marketing to Content Marketing Social  CRM   eMarkeFng   §  Building content strategy around Unified   eMarketing Social   Brand   Content   Public   RelaFons   Team   Technology   §  Hiring: Writers, editors §  Deploying: Editorial#AdobeSummit  |  @sliewehr   43  
  44. 44. So, what are you waiting for?#AdobeSummit  |  @sliewehr   44  
  45. 45. The bar has been raised…#AdobeSummit  |  @sliewehr   45  
  46. 46. …but you have all the tools#AdobeSummit  |  @sliewehr   46  
  47. 47. “With great power comes great responsibility.”#AdobeSummit  |  @sliewehr   47  
  48. 48. Thank you Scott Liewehr | @sliewehr Digital Clarity Group | @just_clarity sliewehr@digitalclaritygroup.com#AdobeSummit  |  @sliewehr   48  

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