1.
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2.
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6 STEPS
TO CREATE A
CONTENT
MARKETING FACTORY

3.
CONTENT MARKETING DELIVERS
RESULTS.
ü Year-over-year growth in unique SITE
TRAFFIC is 7.8X
HIGHER for content marketing leaders compared to followers (19.7% vs. 2.5%)
ü For content marketing adopters, the WEBSITE
CONVERSION
RATE is nearly 6X HIGHER than for non-adopters (2.9% vs. 0.5%).
ü The MARKETING
RESPONSE CONVERSION RATE
to MQL is 7.6X HIGHER for adopters versus non-adopters (7.6% vs. 1.0%).
ü Year-over-year GROWTH
IN MARKETING
CONTRIBUTION TO REVENUE is more than 6X HIGHER
for leaders compared to followers (10.2% vs. 1.6%)
*Aberdeen, Crossing the Chaos, Sept. 2013
#EE13

4.
MARKETING NEEDS TO BUILD A
CONTENT OPERATION
“ The PRIMARY CHALLENGE to success in content
marketing is one of PROCESS:
Organizing the teams and participants involved so that they
can collaborate effectively.
The SOLUTION to this challenge is to engineer an
optimized, cross-functional CONTENT
FACTORY. ”
-Erin Estep, SiriusDecisions
#EE13

5.
6 STEPS TO CREATE A CONTENT
FACTORY
1.
TEAM
2.
IDEATION
3.
PLANNING
4.
PRODUCTION
5.
DISTRIBUTION
6.
ANALYSIS
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6.
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TEAM

7.
IDENTIFY IMPORTANT ROLES
CONTENT OPERATIONS
WEB/SOCIAL
PRODUCT
MARKETING
MAR COM /
CORPORATE
MARKETING
SUBJECT
MATTER
EXPERTISE
POLISH &
COMMUNICATIONS
MARKETING
OPS
SALES
CUSTOMER
SUCCESS
DISTRIBUTION
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8.
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IDEATION

9.
GENERATE CONTENT IDEAS
COMING UP WITH THE CONTENT IDEAS
• INTERNAL: SALES,
SERVICES, SUPPORT
• SOCIAL
• DIRECT: INTERVIEWS,
SURVEYS
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10.
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PLANNING

11.
QUARTERLY CAMPAIGN CALENDAR
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12.
THE PILLAR APPROACH
4
3
4
1
7
1
1
1
3
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13.
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PRODUCTION

14.
SET UP A MACHINE, NOT A LOG JAM
WHAT
WHO
• COMMUNICATION &
VISIBILITY
• FOR EACH TASK,
ESTABLISH A:
• WHAT?
• WHO?
• WHEN?
WHEN
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15.
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DISTRIBUTION

16.
DISTRIBUTE CONTENT ACROSS
THE ENTIRE FUNNEL
WEB & SOCIAL
MARKETING OPS
SALES
CUSTOMER SUCCESS
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17.
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ANALYSIS

18.
MEASURE RESULTS
DISCOVER WHAT’S WORKING (AND WHAT’S NOT)
142
• FIND THE PATTERNS
68
35
12
MAR 2012
21
JUN 2012
SEP 2012
DEC 2012
• CONNECT CONTENT
TO WHAT MATTERS:
LEADS, REVENUE
MAR 2013
• USE DATA TO INFORM
FUTURE CONTENT
DECISIONS
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19.
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LET’S
REVIEW

20.
6 STEPS TO CREATE A CONTENT
FACTORY
1.
TEAM
2.
IDEATION
3.
PLANNING
4.
PRODUCTION
5.
DISTRIBUTION
6.
ANALYSIS
#EE13

21.
CONTENT STRATEGY
AT CONCUR
#EE13

22.
CONCUR CHALLENGE:
SCALABILITY
Growth + Globalisation - Structure =
• Wasted time and effort
• No sharing of good ideas/ recreating the
wheel
• Many local campaigns (which were
actually just programs/tactics)
• Many programs did not use content
across all channels
#EE13

23.
CONCUR CHALLENGE:
VISIBILITY
Over 30 different marketing
calendars each a different
format….
But
Still no visibility for central support
teams
And
No way to see one holistic picture
of all-up marketing activity.
#EE13

24.
CONCUR CHALLENGE:
WHAT IS SUCCESSFUL
CONTENT?
Did not understand what or how to measure!
#EE13

25.
SOLUTION: SCALABILITY AND
VISIBILITY
#EE13

26.
+ CONTENT/PROGRAMS
WORKFLOW
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27.
+ ENABLING GLOBAL
CAMPAIGNS
#EE13

28.
WORK IN PROGRESS:
UNDERSTANDING CONTENT
SUCCESS
• Persona
• Buyer journey
Then Analyse
• Was it really our target persona?
• Where were they really in
their journey?
#EE13

29.
EXAMPLE:
BLOWING UP THE WHITEPAPER…
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30.
RESULTS: UK SMB RE-USE
FY 12
Core Content
Pieces
FY 13
5
12
Exploded Sub- 3
Content
Over 30
Reuse by other ZERO
regions/
countries
8 core / 20+
sub
Total inquiries from content YoY – up over 100%
Total engagement YoY – up over 150%
#EE13

31.
EXAMPLE: GLOBAL LEVERAGE
EXPENSE POLICY TEMPLATE

32.
RESULTS
WEB SUCCESS AROUND THE GLOBE…
US: 1900
AU: 500
UK: 600
Germany:
550
Canada: 220
Asia: 230
THE EXPENSE POLICY TEMPLATE GENERATED
OVER 3800 WEB LEADS IN FY13
3
2

33.
TOP TIPS
Start simple…adoption is not a one stop
shop….need to change group behavior
Create content that is “no regrets” – even if you
don’t know buyer journey or persona there are
always some ‘no brainers’ (ask sales or look at
your competitors!)
Don’t wait to get started…
#EE13

34.
CONTENT MARKETING IN
THE REAL WORLD
#EE13

35.
FINDING THE WHY
BEHIND THE STRATEGY
• Communicate from
the Inside Out
• Uncover Your
Internal Drivers
• Align Strategy
with the Why
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36.
FREE RANGE CONTENT
DEVELOPMENT
• Many
Creators
• No Process
• Zero
Visibility
Analysts
Social
Blog
PR
Events
Trade Shows
Webinars
Industry Experts
Advertising/
Marketing Collateral
Operations
White Papers
DM
Messaging
Content Assets
Case Studies
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37.
SOLUTION: REIGNING IN
THE FREE RANGE
• Think Campaigns
• Test by Doing
• Explode One Piece
of Content into Many
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38.
CREATING CONTENT
FOR PEOPLE
• Align Voice
and Message
• Reduce Adverbial
Laundry Lists
• Borrow from Dickens
and Spielberg
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39.
A CAMPAIGN
One Campaign, Many Pieces, all in One Place.
#EE13

40.
STUFF I’VE LEARNED SO
YOU DON’T HAVE TO
• Embrace Change …
There Will Be a Lot of It
• Test by Doing
• Learn by Testing …
Then Change
#EE13

41.
BE THE CONTENT
MARKETING SUPERHERO
YOU ARE!
Thank You!
#EE13

42.
TOBY MURDOCK
CEO & CO-FOUNDER
@TOBYMURDOCK
@KAPOST
ANITA MARSH
LINKEDIN.COM/ANITAMARSH
@ANITAMARSH
@CONCUR
JAN WELBORN-NICHOLS,
JWNICHOLS@PLEXSYSTEMS.COM
LINKEDIN.COM/IN/JANNICHOLS
#EE13