Delivering content marketing from the ground up B2B Content Marketing Webinar July 8 th , 2010 New York/London/Glasgow Cha...
A digital agency not satisfied being called  a digital agency  <ul><li>3 offices: New York, London, Glasgow </li></ul><ul>...
<ul><li>Planning and Strategy </li></ul><ul><li>Content Strategy </li></ul><ul><li>Editorial Planning and Development </li...
Experience in building brands and increasing sales for national and international brands
Some Housekeeping
Traditional marketing tells people what you do.
Content Marketing lets people experience…. … why you do what you do ,  how you do it ,  how they can do it too ,  why they...
Content Strategy:  … defines who you want to tell, what you want them to think and do and… It defines how, you as a busine...
The term  content marketing  itself isn’t great. But at least it focuses on the root of a problem.  (Hint: it might be con...
This problem has been ignored for some time now.  * <ul><li>Thought leadership </li></ul><ul><li>CRM </li></ul><ul><li>1:1...
Why content marketing now?
Google has changed us.  We don’t shop the same, we don’t buy the same. We don’t trust the same. We don’t believe the same.
Customers still ask hard questions. Actually, even harder ones.  But now they don’t always want to ask you. At least not i...
And social media has pressed the accelerator.  The content engine that is social media will never be matched by you, me or...
This is now  branding .  The definition of a brand hasn’t changed. But they are built differently, much differently. They ...
And it’s definitely  sales .  So much of the sale process happens before you ever meet your customer. And, chances are, if...
So, you  are  a publisher.
But, this presents a problem.  Businesses are not prepared for this .  They don’t work like this. They don’t employ people...
2 weeks! There is plenty of this happening Content ‘phase’
And quite a lot of this.  Brief 20-30 Days E-mail
And, tackling the challenge requires a holistic view. Business/brand strategy Knowledge and buy-in Insight collection User...
New perspectives on content to achieve buy-in
What is content? Really.
#1: Content is not a project phase: It’s a business asset. And, like any asset it needs investment, resourcing and managem...
#2: Content is the  new  media: Media is expensive. You might even buy a great deal. Well, content IS media because it’s t...
#3: Content is the substance not the delivery mechanism: The delivery (web, e-mail, video) is obviously key. But if your o...
#4: Content is your brand: Fleeting encounters with ads don’t make brands any more. Deep analysis and interrogation of you...
#5: Content is the story of your business.  Storytellers make interesting friends. Storytellers make excellent salespeople...
Understanding how to create content
Whatever you sell, it exists in a wider context.  This includes but is not limited to  People ,  Politics ,  Bosses ,  Com...
7 places to look for content in your office (hint: it’s not in marketing) <ul><li>Sales </li></ul><ul><li>Product experts ...
<ul><li>But, you really need to get out of the office a bit more </li></ul><ul><li>Surveys and short polls </li></ul><ul><...
There are tools you can use to  capture  and  manage  this information. <ul><li>Capture:  </li></ul><ul><li>Content Audit ...
Deeper organisational change is needed
<ul><li>Marketing planning models are still rooted in traditional cycles, that were driven by rules that don’t exist onlin...
<ul><li>Business must dig deep. Deep enough into their own businesses and into the lives of their customers to build in-de...
<ul><li>Brands that are online are publishers and they must act like it </li></ul><ul><li>Publishers develop themes and cr...
<ul><li>Marketing has so far failed to take control of digital technology strategy </li></ul><ul><li>For large organisatio...
Any questions? Speak soon.  New York/London/Glasgow Chad Butz: Planning Director [email_address] @chadatbourne
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Delivering content marketing from the ground up.

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Delivering content marketing from the ground up.

  1. 1. Delivering content marketing from the ground up B2B Content Marketing Webinar July 8 th , 2010 New York/London/Glasgow Chad Butz: Planning Director [email_address] @chadatbourne We are Bourne. A digital agency not satisfied being called a digital agency.
  2. 2. A digital agency not satisfied being called a digital agency <ul><li>3 offices: New York, London, Glasgow </li></ul><ul><li>40 planners, marketers, creatives, technical developers, writers, and project managers </li></ul><ul><li>Delivering work in over 25 languages </li></ul><ul><li>Providing strategic planning guidance and operational excellence across all digital channels </li></ul><ul><li>www.wearebourne.com </li></ul><ul><li>Twitter: @wearebourne </li></ul>
  3. 3. <ul><li>Planning and Strategy </li></ul><ul><li>Content Strategy </li></ul><ul><li>Editorial Planning and Development </li></ul><ul><li>Demand Generation </li></ul><ul><li>Campaign Localisation </li></ul><ul><li>Marketing Technology </li></ul><ul><li>Social Applications </li></ul><ul><li>Interactive Customer Experience </li></ul><ul><li>Online Community Development </li></ul>A digital agency not satisfied being called a digital agency
  4. 4. Experience in building brands and increasing sales for national and international brands
  5. 5. Some Housekeeping
  6. 6. Traditional marketing tells people what you do.
  7. 7. Content Marketing lets people experience…. … why you do what you do , how you do it , how they can do it too , why they should do it , how they convince others to do it , and how to measure how they do it .
  8. 8. Content Strategy: … defines who you want to tell, what you want them to think and do and… It defines how, you as a business, are going to deliver it.
  9. 9. The term content marketing itself isn’t great. But at least it focuses on the root of a problem. (Hint: it might be content)
  10. 10. This problem has been ignored for some time now. * <ul><li>Thought leadership </li></ul><ul><li>CRM </li></ul><ul><li>1:1 marketing </li></ul><ul><li>Personalisation </li></ul><ul><li>Micro-segmentation </li></ul><ul><li>User experience </li></ul><ul><li>Behavioural targeting </li></ul><ul><li>Customer lifecycle marketing </li></ul>* Nice ideas. But, w ho was thinking about the content? <ul><li>Search Engine optimisation </li></ul><ul><li>Pay-per-click </li></ul><ul><li>Social media </li></ul><ul><li>Viral marketing </li></ul><ul><li>Lead nurturing and marketing automation </li></ul>
  11. 11. Why content marketing now?
  12. 12. Google has changed us. We don’t shop the same, we don’t buy the same. We don’t trust the same. We don’t believe the same.
  13. 13. Customers still ask hard questions. Actually, even harder ones. But now they don’t always want to ask you. At least not in the beginning stages. And then when they do, they just want to find the answers. Now. Whenever now is for them.
  14. 14. And social media has pressed the accelerator. The content engine that is social media will never be matched by you, me or any business. Ever again.
  15. 15. This is now branding . The definition of a brand hasn’t changed. But they are built differently, much differently. They are read, viewed, heard, experienced, sampled, used, poked and prodded and laid open to public trial and judgement.
  16. 16. And it’s definitely sales . So much of the sale process happens before you ever meet your customer. And, chances are, if you are at this webinar you are interested in things like lead generation and marketing automation.
  17. 17. So, you are a publisher.
  18. 18. But, this presents a problem. Businesses are not prepared for this . They don’t work like this. They don’t employ people for this. They don’t plan like this and they most certainly do not budget for this.
  19. 19. 2 weeks! There is plenty of this happening Content ‘phase’
  20. 20. And quite a lot of this. Brief 20-30 Days E-mail
  21. 21. And, tackling the challenge requires a holistic view. Business/brand strategy Knowledge and buy-in Insight collection User-centred design Business structure and processes Technology decision making Content Strategy Content Marketing
  22. 22. New perspectives on content to achieve buy-in
  23. 23. What is content? Really.
  24. 24. #1: Content is not a project phase: It’s a business asset. And, like any asset it needs investment, resourcing and management.
  25. 25. #2: Content is the new media: Media is expensive. You might even buy a great deal. Well, content IS media because it’s the thing brings customers to you in today’s environment. Only it’s better. You own it. You control it. Good content means you buy less of traditional kind.
  26. 26. #3: Content is the substance not the delivery mechanism: The delivery (web, e-mail, video) is obviously key. But if your organisation starts to think of content as the substance behind the outcome, it will start to behave differently.
  27. 27. #4: Content is your brand: Fleeting encounters with ads don’t make brands any more. Deep analysis and interrogation of your business builds brands. And much of this is done via content. So, brand = content.
  28. 28. #5: Content is the story of your business. Storytellers make interesting friends. Storytellers make excellent salespeople. Storytellers make excellent teachers. We’re pretty sure that customers will like you more if you do all of these well. Content is storytelling. And, this story is about you.
  29. 29. Understanding how to create content
  30. 30. Whatever you sell, it exists in a wider context. This includes but is not limited to People , Politics , Bosses , Complexity , Budgets , Implementation , Projects , Risk , Competing Priorities , Emotions , Egos , Careers . Talk about these things too, and you will stand out.
  31. 31. 7 places to look for content in your office (hint: it’s not in marketing) <ul><li>Sales </li></ul><ul><li>Product experts </li></ul><ul><li>Customer service staff </li></ul><ul><li>Research and development </li></ul><ul><li>Project review meetings </li></ul><ul><li>Customer complaints </li></ul><ul><li>Automated content indexing </li></ul>
  32. 32. <ul><li>But, you really need to get out of the office a bit more </li></ul><ul><li>Surveys and short polls </li></ul><ul><li>Focus groups and customer interviews </li></ul><ul><li>Online panels </li></ul><ul><li>Market research online communities </li></ul><ul><li>Mystery shopping (both you and competitors) </li></ul>
  33. 33. There are tools you can use to capture and manage this information. <ul><li>Capture: </li></ul><ul><li>Content Audit </li></ul><ul><li>Customer Personas </li></ul><ul><li>Customer Lifecycle </li></ul><ul><li>Decision Maker Maps </li></ul><ul><li>Data modelling </li></ul><ul><li>Manage: </li></ul><ul><li>Editorial Calendar </li></ul><ul><li>Information Architecture </li></ul><ul><li>Workflow processes </li></ul><ul><li>Publishing Tools </li></ul><ul><li>Content Toolkit </li></ul>
  34. 34. Deeper organisational change is needed
  35. 35. <ul><li>Marketing planning models are still rooted in traditional cycles, that were driven by rules that don’t exist online </li></ul><ul><li>Digital has actually fostered a culture of ad-hoc planning and this needs to change </li></ul><ul><li>Brands cannot change opinions over the long term if they are only ever planning (or, more likely reacting) to what they are doing next week </li></ul><ul><li>Brands are impatient these days and the traditional lessons of frequency and repetition are getting lost. Run with something for six months, and yes internally, it feels like a long time. But to customers, they’ve hardly noticed. </li></ul>Content Marketing requires a commitment to commitment
  36. 36. <ul><li>Business must dig deep. Deep enough into their own businesses and into the lives of their customers to build in-depth personas, filled with lots of actionable insights </li></ul><ul><li>Brands must use these to build brand messaging platforms that have legs beyond a one-off campaign </li></ul><ul><li>And then plan to work this with a structured communications programme that combines useful and relevant content experience with sales and marketing messages. </li></ul>Brand must invest in research and insight generation
  37. 37. <ul><li>Brands that are online are publishers and they must act like it </li></ul><ul><li>Publishers develop themes and create stories. They create editorial schedules that find as many creative ways of talking about that theme as possible. Then they fight to meet their schedules </li></ul><ul><li>Staff must be either recruited or trained to facilitate insight and content generation. It must be in their job descriptions </li></ul><ul><li>The fact is that right now the responsibility for this task is limited to a few – and almost no one else has a vested interest in supporting these people </li></ul>Content marketing demands that businesses change their behaviour and their structure
  38. 38. <ul><li>Marketing has so far failed to take control of digital technology strategy </li></ul><ul><li>For large organisations, the technology decisions that IT departments make can limit the capabilities of marketing and sales for up to a decade if the wrong decision are made </li></ul><ul><li>There are two types of technology: 1) That which enforces consistency and control; and 2) that which enables flexibility and speed. They mustn't be confused. </li></ul><ul><li>It is always better to get to market first with lightweight technology and backfill once you know what everyone wants </li></ul>Businesses must do strategy first. Then technology
  39. 39. Any questions? Speak soon. New York/London/Glasgow Chad Butz: Planning Director [email_address] @chadatbourne

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