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Blockbuster Marketing: Turn Your Content Into a Moneymaking Machine

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Looking for a new and better approach to content marketing?

We’ve got a big idea we’d like to share with you.

The current approach to content marketing isn’t really working for anyone - surveys say that the vast majority of B2B marketers struggle to produce enough high-quality content.

We think there’s a different way to monetize content, and we call it “Blockbuster Marketing.” It’s a content strategy that imitates Hollywood’s business model, relying on a single, heavyweight franchise that can be distributed year after year to build brand and drive leads.
We’ll cover:
- Why marketers should imitate Hollywood instead of newspapers
- How to build a B2B Blockbuster using our creative best practices
- How to distribute and measure a B2B Blockbuster to drive ROI

Published in: Marketing
  • Great presentation - really like the concept of Blockbuster Marketing. Is it possible to get a non-build version as the SlideShare one has lot of blurred/hidden content (4, 7, 16, 21, etc)?
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Blockbuster Marketing: Turn Your Content Into a Moneymaking Machine

  1. 1. The Rise of The B2B BLOCKBUSTER
  2. 2. Let’s start by talking about the true value of thought leadership
  3. 3. B2B Buyers Are Scared B2B is not “rational,” it’s even more emotional than B2C Jon Miller CEO & Co-Founder at Engagio, previously Co-Founder at Marketo “It’s not a big deal if you buy the wrong can of soda.” Don Draper Creative Director at Sterling Cooper, fictional character on Mad Men “Nobody ever got fired for buying IBM.”
  4. 4. …believe it increased trust in the organization 82% Business Decision Makers 81% C-Suite Executives …believe it builds trust in our organization among potential clients 49% Thought Leadership “De-Risks” The Buying Process It establishes trust, which leads directly to sales …believe it gets them more RFPs 17% …believe it invites the organization to propose on a project 37% Business Decision Makers 41% C-Suite Executives Among Creators of Thought Leadership… Among Decision Makers…
  5. 5. But the current approach to thought leadership is broken
  6. 6. Marketers Are Trying To Imitate Newspapers Articles are hard to monetize--- journalism is a tough business
  7. 7. We believe there’s a better marketing model for B2B
  8. 8. We call it… Blockbuster Marketing
  9. 9. S U M M E R 2 0 1 5 FA L L 2 0 1 5 W I N T E R 2 0 1 5 S P R I N G 2 0 1 6 S U M M E R 2 0 1 6 FA L L 2 0 1 6 W I N T E R 2 0 1 6 S P R I N G 2 0 1 7 S U M M E R 2 0 1 7 Hollywood Is Much Better At Monetizing Content Disney is the first studio to make $6B, by focusing on “familiarity”
  10. 10. A B2B Blockbuster Monetizes A Brand’s Expertise Familiar IP assets that get extended into many digital channels/formats
  11. 11. This Lenovo Blockbuster Drove $118M In Sales And turned Lenovo into an authority on Enterprise IT Results • $118MM generated in sales over first 13 months. • 4.5k SQLs generated per month. • 14.6k uniques per month. Highlights • Winner 2016 – CMI’s Content Marketing Program ROI/Program Measurement. • Nominee 2016 – CMA’s Best Annual Content Strategy & Best Distribution.
  12. 12. Blockbusters solve many marketer’s biggest problems 1 They’re Easier: You’re focusing on fewer things 2 They’re Higher Quality: Fewer things can be done better 3 They’re More Effective: Better things breakthrough 4 They’re Sustainable: You can market them year after year
  13. 13. That’s why we’re investing in “Blockbusters-As-A-Service”
  14. 14. M E A S U R E M E N T D I S T R I B U T I O N C R E A T I V E A U D I E N C E We Can Help Your Clients Build B2B Blockbusters A full-service solution that allows clients to own key business topics
  15. 15. Audience Insights1
  16. 16. First, We Analyze Buyer’s Topical Interests Leveraging LinkedIn + client data to guide content development Offshore Drilling Climate Change Reserves Energy Efficieny Energy Conservation Renewable Energy Sustainable Energy Smart Metering Smart Grid Energy Audits Oil & Energy Engagement Clicks + Likes + Comments + Shares
  17. 17. Then We Determine Which Topics Are Ownable By benchmarking clients’ SOV against the competitive set 0% 2% 4% 6% 8% 10% 12% 14% 16% ShareofUSEngagement Professional Development All EngagementIndex Brands in this category attract significant engagement but are underrepresented in the marketplace – generating greater brand awareness and advocacy makes them a serious threat to competitors. Quiet Threats High engagement and topic ownership means brands in this category are natural thought leaders. Thought Leaders With little engagement and little topic ownership, these brands do not represent a significant threat to others. Laggards These brands attract significant mindshare without much engagement – they’re crowding the marketplace with noise and should focus on building greater engagement with key audiences. Noisemakers Ownership of Topic Index
  18. 18. Creative Strategy2
  19. 19. Your Blockbuster Should Follow This Framework It connects content strategy to business strategy MISSION BUSINESS LINE BLOCKBUSTER 1 Formulaic Structures 2 Touch Points 3 Brand Characters 4 Social First B2B MARKETING SOPHISTICATED GU ID E ? ? SUCCESS ? ?
  20. 20. You Can Create 100+ Assets With Minimal Work The same core IP gets re-used in a variety of formats and channels 2 Slideshares 6 Infographics 6 Blog Posts 1 Interactive Tool One eBook 100+ LinkedIn Ads
  21. 21. 1. The Blockbuster Has A Formulaic Structure Choose from a finite number of successful brand narratives 7 Basic Storytelling Plots 1. Overcoming the monster—Jaws 2. Rags to riches—Rocky (the original) 3. The quest—Star Wars 4. Voyage and return—Finding Nemo 5. Comedy—Annie Hall 6. Tragedy—Titanic 7. Rebirth—The Shawshank Redemption 7 Basic Plots in B2B 1. How-To Guide/Definitive Guide to [Your Take] 2. The State of [Industry Take] 3. The Annual Plan 4. The Trends Report 5. The Future of 6. The User Journey/Case Study [Client Take] 7. The Beginner’s Guide
  22. 22. 2. The Blockbuster Will Be Designed For Social First Insights must come to life in the feed, not on a site or in a PDF
  23. 23. 3. The Blockbusters Will Enable Touchpoint Consistency A unified experience across all channels improves recall + consideration
  24. 24. 4. The Blockbuster Will Feature Brand Characters People trust people more than faceless corporations 48 Job Views 96 Profile Views 48 Company Page Views 32 New Connections 16 Company Page Followers 100 Employee Shares
  25. 25. Distribution Tactics3
  26. 26. To Drive ROI, Test Our Newest Products Using 1st Party data to guide audiences through the buying journey MQLNO YES REVENUESALESNURTURE NO BLOCKBUSTER
  27. 27. We Leverage Data Throughout To Reach Your Audience Refining the parameters over time based on performance 19 MM SMBs 10 M SMB Managers+ 5MM SMB IT Committee
  28. 28. Top-Funnel > Drive Awareness Of Your Clients’ Expertise Direct audiences to the central thought-leadership asset NEW SFEED PROGRAMMATIC LI OFF NETW ORK CAROUSEL ADS Autofill LP 1-Click Lead Gen
  29. 29. Let Me Tell You A Bit More About 1-Click Lead Gen It’s a new product that capitalizes on “Social First” dynamics
  30. 30. ▪ Capture up to 7 fields ▪ Recommend 3-4 at most ▪ Fields pre-filled with data ▪ All fields “required” ▪ User can edit fields It’s A Fully Customizable Lead Capture Solution But best practices have started to emerge
  31. 31. Bottom-Funnel > Drive Sales Of Your Clients’ Products Once audiences are exposed to central asset, push products messaging NEW SFEED RETARGETING CRM MATCH PRODUCT PAGE CONVERSION PIXEL
  32. 32. Holistic Measurement4
  33. 33. Measure Quality Reach With Audience Validation Did our blockbuster reach our most valuable buyers? $17.19 $39.04 $45.30 $78.33 $82.83 $92.25 $113.78 LinkedIn (A) DSP (B) Publisher (C) Publisher (D) Network (E) Network (F) Publisher Effective Cost per Supervisor + SMB Impression
  34. 34. Measure Quality Impact With Brand Research Did our blockbuster establish our brand as an expert on this topic?
  35. 35. Measure Quality Sales With Closed-Loop Attribution How much revenue did our blockbuster-acquired leads drive? 01 02 03 04 Marketing Qualified Lead Sales Qualified Lead Cost Per Lead Revenue
  36. 36. So, wrapping up…
  37. 37. We Can Do All The Work Required To Build A Blockbuster The services are added value, but the media is not AUDIENCE • Insights Tag • Trending Content • Topical Ownership CREATIVE • Blockbuster • Previews • Brand Characters DISTRIBUTION • Sponsored Content • inMail • Programmatic MEASUREMENT • Validation Study • Brand Study • Closed Loop Attribution
  38. 38. Appendix
  39. 39. This Is How You Build A Blockbuster It’s simple on the surface, but complex behind the scenes BUSINESS LINE BLOCKBUSTER AUDIENCE 1. Original Insights 2. Touch Points 3. Brand Characters 4. Social First CREATIVE DISTRIBUTION MEASUREMENT BU YER ID ENTIFICATION TOPICAL AN ALYSIS 1. Native Formats 2. Targeted Reach 3. Always On 4. 60/40 Rule 1. Qualified Reach 2. Qualified Impact 3. Qualified Sales

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