Content Operations: Practical Guidance and Real World Examples to Scale Your Content Marketing - Content Marketing World 2014

1. Content Operations: Practical Guidance and Real World Examples to Scale Your Content Marketing Pawan Deshpande CEO, Curata @TweetsFromPawan #CMWorld

2. #CMWorld Scaling Content Operations ☐ Content Marketing Today ☐ Scaling Content Operations ☐ People: Building a Team ☐ Process: Building a Supply Chain ☐ Technology: Consolidate & Integrate ☐ Takeaways

3. #CMWorld

4. #CMWorld

5. #CMWorld

6. #CMWorld Content Marketing is not a Fad. It is a New Reality of Marketing, and Here to Stay! 71% of marketers plan to increase content marketing spend. 93% of BtoB marketers use content marketing. 2/3rds of companies have seen a positive impact on lead quantity & quality due to content marketing. “Compelling, authentic content is what makes social engagement happen. . . Great content humanizes brands.” [Jake Sorofman, Gartner] “Content marketing is marketing. You can’t market well (or maybe even at all) without content.” “Most B2B marketers have wised up to the value of content marketing.” “Content marketing is in high demand as every company has now realized they are media companies.”

7. #CMWorld

8. #CMWorld MIKE TYSON: UNDISPUTED TRUTH LIVE ON STAGE DIRECTED BY SPIKE LEE

9. #CMWorld Doing content marketing may feel like you’re on an island.

10. And as Great as Your Rock Stars are, Content Marketing Today is Still a Gamble #CMWorld

11. #CMWorld

12. #CMWorld And Scale the Content Marketing Function Beyond the One Man Show?

13. #CMWorld Scaling Content Operations ☑ Content Marketing Today ☐ Scaling Content Operations ☐ People: Building a Team ☐ Process: Building a Supply Chain ☐ Technology ☐ Takeaways

14. #CMWorld 4 Steps to Scale Content Operations 1. Build Support for Content Marketing within your Own Organization. 2. Establish a content marketing lead and center of excellence team. [People] 3. Build a content marketing supply chain including analytics. [Process] 4. Consolidate and integrate your content marketing applications. [Technology]

15. #CMWorld #1: Management Needs to Understand that this is Not Your Father’s “Content Marketing” We’ve been doing content marketing for years! Our content needs to target buyers’ interests & focus on “their” value Old world content is: • Egocentric • Valuable to the vendor only • Product Focused • Boring Real Content Marketing is: • Valuable to the buyer also • Buyer Focused • Visual & Engaging

16. #CMWorld Yes, Many Groups are Producing Content, But It’s the Wrong Type of Content “60 to 70% of content produced by B-to-B marketing organizations goes unused.” [SiriusDecisions]

17. #CMWorld

18. #CMWorld Establish a Clear Definition of Content Marketing across Your Company “Content marketing means: • Having the discipline to avoid marketing fluff • Being tapped into your audiences’ needs • Providing value to our audience in a respectful way.” Greg Estes Vice President of Marketing

19. #CMWorld Identify Content Marketing Early Adopters

20. #CMWorld Tap into Third Parties to build Content Marketing Credibility • Use analyst firms’ insight • Conferences • Competitive successes • Research studies • Industry surveys & benchmarks • eBooks • Blogs • Experts & Consultants We should do content marketing. What? You should do content marketing. Yes! You are so smart.

21. #2. Establish a content marketing lead and #CMWorld center of excellence team. [People]

22. #CMWorld Most Organizations Produce Lots of Content

23. #CMWorld

24. #CMWorld Inconsistent Messaging

25. #CMWorld Inconsistent Quality

26. Underutilized Content #CMWorld

27. #CMWorld

28. #CMWorld

29. #CMWorld Scaling Content Operations ☑ Content Marketing Today ☑ Scaling Content Operations ☐ People: Building a Team ☐ Process: Building a Supply Chain ☐ Technology ☐ Takeaways

30. #CMWorld Hire a Content Marketing Executive. You cannot be successful in content marketing without one. Curata's 2014 Content Marketing Tactics Planner (n=500) Do you currently have an executive in your organization who is directly responsible for an overall content marketing strategy? (e.g., Chief Content Officer, VP or Director of Content) Yes (43%) No (57%)

31. Hire a Content Marketing Executive “Everyone is responsible for content, but someone needs to be in charge of content operations in order to leverage and get the most value out of our content.” #CMWorld Heidi Melin, CMO of Plex Systems

32. #CMWorld Content Operations: The Nerve Center for B-to-B Content

33. #CMWorld Objective #1: Break down the walls between the different groups

34. Objective #2: Enable rest of the organization to be great content marketers #CMWorld

35. Objective #3: Provide infrastructure #CMWorld (e.g. technology, writing services)

36. #CMWorld Case Study: An Enterprise-Class Center of Excellence Team • $1.5B revenue life sciences company • Objectives: Create content that . . . • Appeal to prospects • Enables great customer experiences • Supports the field • Key success factors • Accountability (22 person team) • Alignment • Monthly content audit • Content technology manager • Success to date • Higher quality content • Improved productivity • Significant improvement in sales enablement Kathleen Pierce, Director of Commercial Content Operations

37. #CMWorld Scaling Content Operations ☑ Content Marketing Today ☑ Scaling Content Operations ☑ People & Organization ☐ Process: Building a Supply Chain ☐ Technology ☐ Takeaways

38. #CMWorld Analytics Strategy Publishing Production Strategy Production • Editorial Calendaring • Assignments • Curation • Sourcing (agencies, contributors, freelancers…) Analytics Publishing • Scheduling • Promoting • Influencers • Social Media • Sales Enablement • Newsletters • Website Content Marketing Supply Chain by Curata • Engagement • Marketing Pipeline Impact • Sales Pipeline Impact • Revenue Impact • Root Cause Analysis • Campaign Management • Content Auditing • Buyer Stage & Personas • Ideation • Keyword Research • Content Repurposing

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40. #CMWorld Dumb Idea? _ The Infographic of Infographics Results: 312 Social Shares 3,854 Page Views 979 Leads Influenced $363K Pipeline Influenced

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42. #CMWorld Ideation imitating the best

43. #CMWorld But, do so ethically 1. Reproduce only a portion of the original content. 2. Always cite your sources. 3. Prominently link to the original source. 4. Annotate your content with your own perspective. & 8 more best practices…. http://bit.ly/CurationEthicsEbook

44. #CMWorld Keep a place for your best ideas. Make an email address ideas@yourcompany.com or via Chatter

45. #CMWorld Form a “Shark Tank” to vet ideas. Social Media SEO CM Lead

46. #CMWorld

47. #CMWorld Keep Random Acts of Content Source of Innovation Let you react to current events Newsjacking

48. #CMWorld Created Content Content Marketing Team 65% Curated Content 25% Syndicated Content <10% Source: Curata 2014 Content Marketing Tactics Study Sourcing Internally & Externally Tap Icon made by Freepik from www.flaticon.com (CC BY 3.0)

49. Spend 20% of your time on titles #CMWorld

50. #CMWorld The Power of a Great Title

51. Market your Marketing “Companies spend millions of dollars on content that is never viewed or downloaded.” #CMWorld

52. #CMWorld Market Your Marketing Earned Media: • Result of owned, paid and other marketing • Other properties Paid Earned Owned Media (Online & Offline) Owned Media: • Web site • Blog • Microsites Paid Media: • Display ads • Search ads • Paid sponsorships

53. #CMWorld Influencer Marketing Content Promotion & Content Creation

54. • Book Review • Interview Blog Post • Webinar • Signed Book Giveaway #CMWorld

55. #CMWorld Scaling promotion through all channels QUICK AND EASY PROMOTIONAL TOOLS (Gaggle, Boom, etc.) YOUR PERSONAL NETWORK (add Twitter, LinkedIn, Google+, Facebook logos) YOUR SALES/SALES ENABLEMENT TEAM YOUR MARKETING DATABASE 49% of companies send a newsletter at least to promote their blog. [Curata] SOCIAL MEDIA TEAM 56% of companies rely on their social media team to promote their blog. [Curata]

56. content marketing “Half the money I spend on advertising is wasted; #CMWorld the trouble is, I don’t know which half.” John Wanamaker

57. #CMWorld “I think that we’re making an impact?” + Curata Blog, 43% CCM, 11% Curata.com , 34% LinkedIn Pulse, 8% SlideShare, 4% Lots of Page Views & Shares = Lots of Demos Lots of great content Curata’s Head of Sales

58. #CMWorld ”85% of B2B marketers fail to connect content activity to business value — and, as a result, fail to retain customers or win their long-term loyalty.”

59. #CMWorld I just know this eBook is doing well. Look at how many shares we got!

60. #CMWorld

61. #CMWorld As content marketers… We need to understand what’s working and what’s not. So we can do more of what works. And less of what doesn’t.

62. #CMWorld Content Marketing Consumption Sharing Retention Engagement ROI Performance Operations Cost Production Marketing Pipeline Impact Sales Pipeline Impact Top of Funnel Middle of Funnel BOFU

63. #CMWorld Q2 2014 Curata Blog Engagement Marketing Pipeline Impact • To what extent is our content impacting sales’ pipeline? • Content impact by stages within the pipeline? • Which writers are performing the best?. . . And Why? Sales Pipeline Impact Content Campaign Reuse Index Social Shares Page Views Leads Touched Leads Generated Pipeline Influenced Revenue Influenced Content Marketing Tactics 90% 3,542 15,535 987 76 $463,000 $98,000 2014 Blogging Study 45% 2,435 6,387 767 89 $123,000 $13,000 Scaling Content Operations 15% 1,232 1,321 328 24 $95,000 $28,000

64. #CMWorld Continuous Improvement: Tactics Campaign Best Performers Shares: 1,353 Writer: Michael Gerard Earned: SF.com Blog Leads: 22 generated, 632 touched Editor: Alex Barca Writer: Susan (Freelancer) Owned: Curata Blog Pipeline Influenced: $232,000 Writer: Pawan Deshpande Owned: Curata Blog

65. #CMWorld Wait, We’re Not Done Yet . . .

66. #CMWorld The Content Marketing Quota Alexandra Barca Content Marketing Specialist Total Bonus Compensation 25% Company Financial Performance 25% Marketing Overall Performance 50% Alex’s Content Marketing Performance

67. #CMWorld The Content Marketing Quota Alexandra Barca Content Marketing Specialist Alex’s Content Marketing Performance 25% Earned Media 75% Owned Media

68. 25% Marketing Impact #CMWorld The Content Marketing Quota Alexandra Barca Content Marketing Specialist Alex’s Content Marketing Performance 25% Earned Media 50% Engagement 25% Sales Impact 25% Marketing Impact 75% Owned Media

69. #CMWorld The Content Marketing Quota Leads to: • Better topic selection • Better call to actions • Closer collaboration with sales • Closer collaboration with social media & demand generation • Personal empowerment & gratification

70. #CMWorld Scaling Content Operations ☑ Content Marketing Today ☑ Scaling Content Operations ☑ People & Organization ☑ Process: Building a Supply Chain ☐ Technology ☐ Takeaways

71. #CMWorld

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73. #CMWorld Case Study: IT’s Increasing Role in Marketing Technology • ~$13B revenue, 4,000 properties • Objectives: • Partner with the digital organization to build a modern, digital marketing platform • Eliminate duplication of efforts and drive consistency • “Content reusability is critical to our success” • Key success factors • CMO considers content to be a strategic asset • IT reports into Marketing, striving to be experts on content modeling, management and strategy • Recently hired a VP of Content Marketing • “Our team is in the enablement business” Technology Meghan Walsh Senior Director of Digital Data Strategy & Distribution, IT

74. #CMWorld Scaling Content Operations ☑ Content Marketing Today ☑ Scaling Content Operations ☑ People & Organization ☑ Process: Building a Supply Chain ☑ Technology ☐ Takeaways

75. #CMWorld 4 Steps to Scale Content Operations 1. Build Support for Content Marketing within your Own Organization. 2. Establish a content marketing lead and center of excellence team. [People] 3. Build a content marketing supply chain including analytics. [Process] 4. Consolidate and integrate your content marketing applications. [Technology]

76. #CMWorld Contact Information Email: pawan@curata.com Twitter: @TweetsFromPawan Web: curata.com

77. #CMWorld Comprehensive Guide to Content Marketing Analytics A comprehensive guide to the metrics that will help ensure your content marketing initiatives are effective and driving key business outcomes. Download here http://bit.ly/cmw14metrics With advice from over 20 of today’s top marketing experts on what they believe to be the most important content marketing metric.

Content Operations: Practical Guidance and Real World Examples to Scale Your Content Marketing - Content Marketing World 2014

Content Operations: Practical Guidance and Real World Examples to Scale Your Content Marketing - Content Marketing World 2014

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Content Operations: Practical Guidance and Real World Examples to Scale Your Content Marketing - Content Marketing World 2014