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Tracey Wallace - Content Control the Brain


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Tracey Wallace - Content Control the Brain

  1. 1. INBOUND15 Content Controls the Brand An Inside Out Look at a Content Marketer’s Many Levels Tracey Wallace Managing Editor, Bigcommerce
  2. 2. 1. Content Controls Brand Perception 2. The Various Branded Content Touch Points 3. How Bigcommerce Pulls it All Together
  3. 3. INBOUND15 “At the end of the day, people won’t remember what you said or did, they will remember how you made them feel.” – Maya Angelou Perception is Your Brand
  4. 4. INBOUND15 • 70% of buying experiences are based on how the customer feels they are being treated • 80% of companies say they deliver “superior” customer service • 8% of people think these same companies deliver “superior” customer service • Americans tell an average of 9 people about good experience, and tell 16 (nearly 2x more) people about poor experiences And the stats agree with her…
  5. 5. INBOUND15 Branded content on publisher sites
  6. 6. #INBOUND15
  7. 7. INBOUND15 • What you say matters • How well you say it matters • And how well you prove that what you say is true, honest and human matters Content is your brand, because customer perception is your brand – and customer perception is shaped most significantly by your content. How not to be a stalker…
  8. 8. INBOUND15 • Tweets • Blog posts • Decks • Website copy • Sales scripts Everything is content. What is content?
  9. 9. INBOUND15 Person Brand You don’t have to be perfect – You do have to be strategic
  10. 10. INBOUND15 HubSpot does this well…
  11. 11. INBOUND15 Bigcommerce Content: Old v. New
  12. 12. INBOUND15 2 The Various Branded Content Touch Points
  13. 13. INBOUND15 And that involves the work of many different teams: • Sales • Product • Support • BI • Campaigns Content must translate to sales…
  14. 14. INBOUND15 Content + Sales “Social selling: When salespeople use social media to interact directly with their prospects. Salespeople will provide value by answering prospect questions and offering thoughtful content until the prospect is ready to buy.”
  15. 15. INBOUND15 Content + Sales Convince them with data: • 84% of B2B executives source social media to make purchase decisions • 56% of B2B tech buyers research products on social, 54% use it to get answers from vendor representatives • Customers who are more engaged with a company's social media channels spend up to 40% more than other customers
  16. 16. INBOUND15 Content + Sales Here’s a quick outline of what we are doing: • Encouraging the sales team to set up time with the content/or social teams – We’ll show them how to use the blog to find content they need, and how to request content they can’t find for creation to help close deals • Using Zapier to automatically setup RSS feed to Tweet posts, so all sales team members are sharing out our content – without having to do any additional work • Teaching them how to build their personal brands, making social selling relevant for them within their own careers, not just their time at Bigcommerce
  17. 17. INBOUND15 Content + Sales
  18. 18. INBOUND15 Content + Product
  19. 19. INBOUND15 Content + Product Here’s how we think through this to make it the most effective: • Have product managers write the posts, with editing help from content team • PMs will then answer and respond to any and all comments, which keeps them in the loop as far as customer concerns and applause • Goal is to publish anywhere from 2-5x per week – highlighting the work being done by the product team in order to make sure our customers feel they have ample insight and that the BC ball is consistently rolling • Publish non-product news post for pre-seeding and post-explanation on how to use new product offering – We use partner teams to help us do this – Jirafe, Boostable, Square, Paypal, etc.
  20. 20. INBOUND15 Content + Product
  21. 21. INBOUND15 Content + Support
  22. 22. INBOUND15 Content + Support This content is separate from our blog for a couple reasons: 1. We want our blog to be a “choose” platform. You come to us for thought leadership, for updates about product and for ecommerce news and trends. 2. Our support is “use” content. It goes in depth about how to use the platform most efficiently, and is written by expert, in-house team members who know the backend like the back of their hand. Most of these authors runs their own stores on Bigcommerce, so they are truly platform experts.
  23. 23. INBOUND15 Content + Support
  24. 24. INBOUND15 Content + BI
  25. 25. INBOUND15 Content + BI
  26. 26. INBOUND15 Content + BI
  27. 27. INBOUND15 Content + Campaigns A content marketer must be able to turn content readers into leads. And one of the best way to do that is through campaigns.
  28. 28. INBOUND15 Content + Campaigns
  29. 29. INBOUND15 Tracking: Content to Leads Content marketing is measured by: • Brand awareness – Trackmaven • Readership and subscriptions – Google Analytics • Content to leads – BI + GA So far in 2015, we’ve increase content to leads 133%
  30. 30. INBOUND15 Thank you! Content team of one, supported by many: • Social media, sales liaison: @leahspector • PMs + PMMs: @adellearcher, @michaelburk @derrekpearson, @michaelchorazak • Support: @kateyferenzi • BI intermediaries (also our PR team): @lizkelley, @jyarbrough • Campaigns team: @lizzie_liz30, @neanorth • Events team: @m_obrien1 • Orchestrator: @cwinterbg, @tracewall