How Content Marketing Impacts Product Organizations
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Content marketing may not have replaced social media just yet, but it is quickly becoming one of the most popular ways for companies to connect with customers and prospects. Massive budget dollars are now being slotted for this channel that barely existed five years ago. While the action may be happening in the marketing department, content marketing ties back to the products and value propositions that product organizations are creating, so they need to be aligned to make sure that content marketers are telling the right stories. This presentation covers: What content marketing is and how it fits into the overall corporate and product marketing landscape What is now expected of product managers with regards to content marketing Some tips on how product managers can personally leverage content marketing to make their jobs easier and achieve their goals How product organizations can use content marketing as a tool to better position their products in the marketplace and shorten the sales cycle.
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How Content Marketing Impacts Product Organizations
- 1. Everybody's a Storyteller: What the Rise of Content Marketing Means for Your Product Organization Matt Volpi | Tovana Consulting, Inc.
- 2. What is "Content Marketing" Anyway? "Content marketing is the commitment to become the leading destination of helpful insights for your audience by answering their top questions" - Michael Brenner 2
- 3. What is "Content Marketing" Anyway? "Optimally executed content marketing delivers useful, relevant information assets that buyers consider a beneficial service rather than an interruption or a 'pitch.'" - IDC 3
- 4. What is "Content Marketing" Anyway? Content marketing is a strategic and ongoing initiative to create and distribute compelling and valuable content for a defined audience 4
- 5. 5 Let's break that down...
- 6. 6 It is a STRATEGIC initiative
- 7. 7 It is an ONGOING initiative
- 10. 10 It is DISTRIBUTING other people's content
- 13. 13 It is a DEFINED audience
- 14. What ISN'T Content Marketing? • Corporate Marketing • Product Marketing • Social Media 14
- 15. Why Are We Doing This Again? 15
- 16. Also, Everyone ELSE Is Doing It 16
- 17. And They Are Spending A Lot Of Money On It 17 $50 Billion 2015 U.S. spending on content marketing
- 18. Go-To Content Marketing Vehicles • Blogs • Listicles • How-To Articles • Infographics • Videos 18
- 19. How Is That Different From Regular Marketing? • The sales pitch is minimal if it exists at all • Customers and stories are front and center • The focus is on benefits vs. features 19
- 20. B2B Customer Benefits • Help them do something faster • Help them do something cheaper • Help them do more • Help them stop doing something they don’t want to do anymore • Help them do something new • Help them use their resources differently
- 21. B2C Customer Benefits • Make them happy • Save them time • Save them money • Help them do something new • Help them stop doing something they don’t want to do anymore
- 22. Finding the Sweet Spot Benefit Industry Company Type Benefit Interest Customer Type B2B B2C
- 23. 23 Here are some examples of the tools of the trade
- 26. 26 Thought leadership articles in industry outlets
- 27. 27 Custom publishing of branded periodicals
- 31. 31 Infographics
- 32. 32 Video content
- 33. 33
- 34. So... we're talking about a lot of writing, right?
- 35. Content Curation: Spotting & sharing high quality content
- 36. 36
- 37. Ghostblogging: Others create content with your byline
- 38. Guestblogging: Featuring industry experts & customers
- 39. 56% of companies outsource some or all of their content marketing (Oracle/LookbookHQ)
- 40. How Does This Change My Life? • Your company now has an army (in-house or outsourced) of people that are talking about your solutions • They must generate content constantly • They need ideas and input • They need guidance (but may not realize it) 40
- 41. Here's your content marketing homework
- 42. 43% of companies have an executive responsible for content marketing (Curata)
- 43. Do you know if your company has one? If so, do you know who they are?
- 44. Align your company's content marketing calendar with your product release calendar
- 45. Use the analytics to identify what customers are interested in when roadmapping
- 46. Use content to test the market demand for new features or expanding into new verticals
- 47. Leverage your product's content marketing strategy to build your own personal brand
- 48. A Quick Word About Me and Tovana Consulting • Tovana Consulting, Inc. – http://tovana.com – Providing market research, strategy & marketing/ content creation services since 2002 – Clients in a range of industries including technology, financial services and education • Matt Volpi – @mattvolpi | mvolpi@tovana.com – 20-years in product management and marketing – PM at (former) mobile & Internet giants • CMGi, Nokia and Sun Microsystems – Executive roles at two start-ups • BigBelly Solar • Modiv Media (acquired by Catalina Marketing)