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#KillerContent 
THE FORMULA FOR 
CREATING KILLER 
CONTENT CAMPAIGNS 
An Inside Look At The Content, Engagement 
Strategies...
#KillerContent 
WELCOME 
WEBINAR 
ATTENDEES 
Type 
ques)on 
here
#KillerContent 
TODAY’S SPEAKERS 
ANDREW GAFFNEY 
PRESIDENT, CONTENT4DEMAND 
MERRIE BETH SALAZAR 
MARKETING COMM. DIRECTOR...
• Working with over 100 clients 
on Demand Generation, Lead 
Generation and Content 
Marketing Creation 
• Created over 1,...
• Launched in 2007 to track best 
practices in lead generation 
• Newsletter has grown to more than 
28,000 readers 
www.D...
APPLYING TO CONTENT STRATEGY 
#KillerContent 
75% 
of execs say they rely more on content 
to research B2B purchase decisi...
CONTENT’S CHANGING LANDSCAPE 
#KillerContent 
86% 
access business related content 
on a mobile phone 
(56% frequently/30%...
CONTENT’S CHANGING LANDSCAPE 
#KillerContent 
70% 
access on a tablet 
(42% frequently 28% occasionally)
CONTENT’S CHANGING LANDSCAPE 
#KillerContent 
85% 
require mobile-optimized 
content
CONTENT’S CHANGING LANDSCAPE 
#KillerContent 
95% 
prefer shorter formats
CONTENT’S CHANGING LANDSCAPE 
#KillerContent 
86% 
prefer interactive/visual content
“STRONG” RECOMMENDATIONS 
#KillerContent 
FOR SUCCESS 
Don’t overload with content (66%) 
Curb the sales message (68%) 
Fo...
56% want content delivered by 
business role 
39% want content organized by 
47% want by industry 
#KillerContent 
vertica...
73% 
#KillerContent 
get more of their content through 
social networks or peer 
recommendations 
53% of buyers rely more ...
About ADP 
• Automatic Data Processing, Inc. (ADP) is a provider of 
business processing and cloud-based solutions – inclu...
About The Content
The Payoffs Of Creative Content 
“One of the most successful campaigns 
in ADP history.” 
• $3.7M in closed-won business 
...
About Sungard AS 
• Sungard 
Availability 
Services 
provides 
IT 
OperaAons 
support 
and 
integrated 
disaster 
recovery...
About The Content 
• Sungard 
AS 
partnered 
with 
Bulldog 
SoluAons 
to 
create 
a 
holiday-­‐ 
themed, 
three-­‐video 
s...
#KillerContent
About LivePerson 
• LivePerson offers online engagement engagement and service 
solutions. 
• Solutions include chat, voic...
About The Content 
• To affirm its position in the digital space, LivePerson collected feedback 
from 10 influencers in B2...
The Payoffs of Influencer Content 
• “It was our most successful E-book of 2013!” 
• “It produced the most downloads of an...
About IBM 
• All 
www.rethinkyourcustomer.com 
familiar 
with 
IBM, 
more 
than 
a 
century 
making 
the 
world 
a 
smarte...
An Inside Look At IBM’s Approach 
Today 
we 
are 
recognizing 
them 
for 
their 
Smarter 
Commerce 
iniAaAve 
• Campaign 
...
The Payoffs Of Integrated Demand Generation 
Since launch in late April, 2013, the interactive 
platform has yielded: 
• o...
About LinkedIn Marketing Solutions 
The Influence of LinkedIn 
• 277 million users 
• 187 million unique visitors per mont...
About The Content 
• Created the Sophisticated 
Marketer’s Guide to LinkedIn 
• Featured Ask The Expert profiles 
• Case s...
The Payoffs Of High Impact ROI 
• 10K Downloads in less than 30 days 
• More than 1/3 were Marketing Qualified Leads 
• Co...
Learn From Optum 
• Optum 
helps 
increase 
access 
to 
affordable, 
high-­‐quality 
care; 
improve 
efficiency 
in 
the 
...
About The Content 
• Optum 
launched 
a 
nurturing 
campaign 
with 
an 
E-­‐book 
at 
the 
center, 
which 
walks 
organiza...
The Payoffs Of Metrics-Based Campaigns 
• Between 18,000 and 19,000 contacts are now 
in various stages of the lead nurtur...
About Autotask 
• Leading SaaS provider to IT industry 
• End-to-end business management platform featuring all 
essential...
Maximizing The Mileage 
Created “Metrics That Matter” campaign 
around proprietary survey data. 
Maximized their mileage b...
The Payoffs of High Impact ROI 
• Influenced 35% of revenue in first month of the 
campaign. 
• Drove 20% of all inquiries...
About Cox Media 
• Cox Media (@Cox_Media) helps advertisers of all sizes 
connect with their customers through the most en...
About The Content 
• Partnered with Content4Demand to build a foundational content library of 33 assets. 
• The 2014 Succe...
Cox Media’s Advertising Playbook
Cox Media’s Online Infographic
INCITE!
The Payoffs Of Integrated Campaigns 
• Generated interest from more than 2,000 
potential leads. 
• More than 700 download...
#KillerContent 
CONTACT INFO
The Formula For Creating Killer Content Campaigns
The Formula For Creating Killer Content Campaigns
The Formula For Creating Killer Content Campaigns
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The Formula For Creating Killer Content Campaigns

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Content4Demand presents 7 case studies of companies who won the Killer Content Awards in 2014

#KillerContent

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The Formula For Creating Killer Content Campaigns

  1. 1. #KillerContent THE FORMULA FOR CREATING KILLER CONTENT CAMPAIGNS An Inside Look At The Content, Engagement Strategies & Results From The Top B2B Campaigns From 2014
  2. 2. #KillerContent WELCOME WEBINAR ATTENDEES Type ques)on here
  3. 3. #KillerContent TODAY’S SPEAKERS ANDREW GAFFNEY PRESIDENT, CONTENT4DEMAND MERRIE BETH SALAZAR MARKETING COMM. DIRECTOR, COX MEDIA
  4. 4. • Working with over 100 clients on Demand Generation, Lead Generation and Content Marketing Creation • Created over 1,000 content assets in over 15 forms of media • Verticals include Technology, Financial, Manufacturing and Energy #KillerContent www.Content4Demand.com
  5. 5. • Launched in 2007 to track best practices in lead generation • Newsletter has grown to more than 28,000 readers www.DemandGenReport.com • @DG_Report #KillerContent • We also offer a menu of research and best practices reports • New audio/video podcasts at DemandGenReport.com
  6. 6. APPLYING TO CONTENT STRATEGY #KillerContent 75% of execs say they rely more on content to research B2B purchase decisions than they did a year ago –2014 Content Preferences Study
  7. 7. CONTENT’S CHANGING LANDSCAPE #KillerContent 86% access business related content on a mobile phone (56% frequently/30% occasionally)
  8. 8. CONTENT’S CHANGING LANDSCAPE #KillerContent 70% access on a tablet (42% frequently 28% occasionally)
  9. 9. CONTENT’S CHANGING LANDSCAPE #KillerContent 85% require mobile-optimized content
  10. 10. CONTENT’S CHANGING LANDSCAPE #KillerContent 95% prefer shorter formats
  11. 11. CONTENT’S CHANGING LANDSCAPE #KillerContent 86% prefer interactive/visual content
  12. 12. “STRONG” RECOMMENDATIONS #KillerContent FOR SUCCESS Don’t overload with content (66%) Curb the sales message (68%) Focus less on product specs/more on value (64%) Use more data and research to support content (64%) Make content easier to access (59%)
  13. 13. 56% want content delivered by business role 39% want content organized by 47% want by industry #KillerContent vertical
  14. 14. 73% #KillerContent get more of their content through social networks or peer recommendations 53% of buyers rely more on peer recommendations 78% share content on LinkedIn 59% share on Twitter
  15. 15. About ADP • Automatic Data Processing, Inc. (ADP) is a provider of business processing and cloud-based solutions – including payroll, talent management, human resource management, benefits administration and time and attendance. • Fortune 500 Company. • Topped Fortunes list of “World’s Most Admired Companies”.
  16. 16. About The Content
  17. 17. The Payoffs Of Creative Content “One of the most successful campaigns in ADP history.” • $3.7M in closed-won business • Another $23M in the pipeline • ROI for Q1-Q3: 905%
  18. 18. About Sungard AS • Sungard Availability Services provides IT OperaAons support and integrated disaster recovery, managed IT services, IT consulAng and business conAnuity management soDware soluAons. • More than half of customers are small and medium enterprises. • Sungard AS serves more than 70% of Fortune 100 companies. • Targets financial services, manufacturing, retail, healthcare and business services.
  19. 19. About The Content • Sungard AS partnered with Bulldog SoluAons to create a holiday-­‐ themed, three-­‐video series. • Injected humor into pain points and industry trends that soluAons address by aligning it with holiday struggles. (i.e. family dinners) • Videos were promoted via email, social, PR and paid media.
  20. 20. #KillerContent
  21. 21. About LivePerson • LivePerson offers online engagement engagement and service solutions. • Solutions include chat, voice, targeted content and video, all of which enable rich, personalized experiences across channels. • Targets both B2B and B2C organizations. • Recently acquired NexGraph team enhance the data and intelligence platform at the core of its LiveEngage platform. • Clients include Virgin Atlantic, Crate & Barrel, Intuit and HP Snapfish.
  22. 22. About The Content • To affirm its position in the digital space, LivePerson collected feedback from 10 influencers in B2B and B2C marketing. • Participants included Jim Lenskold, Lee Odden, Larry Freed, Jeanne Bliss, and others. • LivePerson interviewed the thought leaders on 10 different topics (including social, mobile, omnichannel, search) in a Q&A format.
  23. 23. The Payoffs of Influencer Content • “It was our most successful E-book of 2013!” • “It produced the most downloads of any thought leadership asset in 2013.” • Avg. Open Rate: 11% • Highest click-through rate: 17% • Total Downloads (over 6 month period): 800 • MQLs from Campaign: 270 • One of the “11 Must Read eBooks to Get Content Marketing Smart for 2014” by TopRank, December 2013. • 2095 total blog views for a six guest blog series.
  24. 24. About IBM • All www.rethinkyourcustomer.com familiar with IBM, more than a century making the world a smarter place. • Nearly $100 billion in sales in 2013 • 431,212 employees • Probably familiar with their Smarter Planet campaigns.
  25. 25. An Inside Look At IBM’s Approach Today we are recognizing them for their Smarter Commerce iniAaAve • Campaign “challenged” industry execuAves industry to not only acknowledge the influence of empowered customers in today’s connected world, but to “rethink” how they are leveraging every opportunity to place them at the center of their business. • Campaign centered around an interacAve microsite featuring content for each our 12 line of business buyers. • Storytelling through video, eBooks, case studies, white papers and reports tailored to what each of our 12 LOB audiences care about in one central place, so it’s easy to find relevant informaAon.
  26. 26. The Payoffs Of Integrated Demand Generation Since launch in late April, 2013, the interactive platform has yielded: • over 38,000 impressions • 100,000 page views • Over 13,000 responses • high quality leads that have rapidly progressed through the pipeline and generated significant wins for the business.
  27. 27. About LinkedIn Marketing Solutions The Influence of LinkedIn • 277 million users • 187 million unique visitors per month • 50% of the Fortune 100 use LinkedIn Marketing Solutions
  28. 28. About The Content • Created the Sophisticated Marketer’s Guide to LinkedIn • Featured Ask The Expert profiles • Case study profiles • 25 Social Media Experts You Need To Know
  29. 29. The Payoffs Of High Impact ROI • 10K Downloads in less than 30 days • More than 1/3 were Marketing Qualified Leads • Corresponding webinar drove over 3K registrants • Additional repurposed pieces drove thousands of views and social shares • Now available in 3 different languages and still going strong.
  30. 30. Learn From Optum • Optum helps increase access to affordable, high-­‐quality care; improve efficiency in the delivery of health care services; and facilitate fast, easy access to informaAon that supports decision-­‐ making across the health care system. • Has a global team of 65,000 team members. • Works with a set of clients across 140 countries, including those who diagnose and treat paAents to those who pay for care, deliver health services, and those who supply the cures.
  31. 31. About The Content • Optum launched a nurturing campaign with an E-­‐book at the center, which walks organizaAons through the steps they need to take to become data-­‐driven health care providers. • Used Moneyball as a metaphor to illustrate the power of analyAcs in health care. • Target markets for the piece included hospitals, health systems and large physicians groups. • Target execuAves included Chief Medical Officers; CEOs; CTOs; CIOs; VPs; and ExecuAve-­‐level Directors.
  32. 32. The Payoffs Of Metrics-Based Campaigns • Between 18,000 and 19,000 contacts are now in various stages of the lead nurture track. • E-book engagement in the first month has included 199 downloads via email direct response, with a 12% open rate and 7% click-to- open rate. • Advertising and events triggered 250 downloads.
  33. 33. About Autotask • Leading SaaS provider to IT industry • End-to-end business management platform featuring all essential systems: CRM, service desk, projects, timesheets and invoicing • Serving 5,000+ accounts worldwide • Seven languages and 70+ countries
  34. 34. Maximizing The Mileage Created “Metrics That Matter” campaign around proprietary survey data. Maximized their mileage by survey data in a modular fashion to help create: • eBook • Infographic • Brainshark • Flipbooks • Webinar • 10 Blog Posts • Social Posts
  35. 35. The Payoffs of High Impact ROI • Influenced 35% of revenue in first month of the campaign. • Drove 20% of all inquiries for two consecutive months. • Influenced 10% of total revenue for the year. • Payback in under 6 months.
  36. 36. About Cox Media • Cox Media (@Cox_Media) helps advertisers of all sizes connect with their customers through the most engaging advertising platforms and technologies available. • Provides traditional linear and programmatic TV buying, as well as a portfolio of digital advertising solutions. • Operates in more than 20 markets across the United States, partnering with clients that range from mom-and-pop shops to full-scale, nation-wide advertising agencies.
  37. 37. About The Content • Partnered with Content4Demand to build a foundational content library of 33 assets. • The 2014 Success Kit campaign comprised 5 assets in a variety of formats designed to appeal to their SMB customers.
  38. 38. Cox Media’s Advertising Playbook
  39. 39. Cox Media’s Online Infographic
  40. 40. INCITE!
  41. 41. The Payoffs Of Integrated Campaigns • Generated interest from more than 2,000 potential leads. • More than 700 downloads/views. • Major contributor for Q1 lead and demand gen performance; putting Cox Media more than 9% ahead of last year. • Content still paying dividends by driving 4Q leads.
  42. 42. #KillerContent CONTACT INFO

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