Efficient processes. We all love them, but struggle to build them in our organizations. See how Plex, Concur and Kapost use content pillars to create enough (and effective) content for paid, earned and owned channels.
All these slides need to be put in our exploding the whitepaper template. We also need to add the #EE13 hashtag to all slides.
Clean this up. Maybe put in SiriusDecisions logo.
Need icons for these.
Just clean this page up.
Looks good as long as the lighbulb image matches the other style of imagery you apply across all the other slides.
Maybe clean up and make the icons a little nicer?
This is pretty good as is.
Can you make this image a little more interesting?
Pretty good. Maybe make the chart a little bigger.
Add the icons
Add in a few words on my background and a bit about Concur for those unfamiliar – literally one sentence!Today I have a few minutes and wanted to cover off:Top Concur content ChallengesWhere we’ve got toWhere we’re focussing nextStory – Anita loves to travel – Content is just another journey…
Script:So…let’s look back around 8 months where the Concur journey really started….Our first challenge was that we were a pretty successful company. The marketing team was growing – both in the US, but also in to more and more countries – across Europe and Asia….As the team was getting bigger and we were losing visibility (and even in some instances some checks and balances) into who has done whatthis means we tended to create thing locally from scratch where we could have repurposed someone else’s stuff from another regionalso missing the chance to see good content or ideas in another region and leverage them quickly
Excel is the swiss army knife for business right? Well, that was certainly the case for our marketing and content planning. At best, each individual marketer or marketing team had some kind of excel calendar they created and updated regularly, and used to share with their sales counterparts what they were doing.These calendars showed the deadline for something being in market – but had no workflow – no way for the central teams that were supporting marketing efforts – marcom, graphics, web – to see when their help was needed. They were often caught by surprise with unexpected requests that they had no advanced visibilty in to – leading to frustrations on both sides – marketers not getting stuff turned around as quickly as they’d like, and central teams having to pull out all of the stops and not being able to resource or predict workload effectively.Finally,…each calendar was different format and style…so there was no
Getting one view of the calendar is key for sharing…it enables individual marketers to see and share and reusue…it enables marketing leaders to see all of the valuable activities that are upcoming.Knowing what activities are upcoming, who owns them, and housing the support documents for the activity is key for sharing. Helping the individual marketer be able to come and search and look for what they need when they need it.
Finally, by planning content and having ver
One benefit for us as a global company was the ability to start to see content and programs in one place that accrue up to our global campaigns. For us, Global Campaigns are a thematic approach to marketing that lasts for 12 months or more. We were new to global campaigns too this year, so being able to start to create and track them with all of the global marketers in one place was time saving.
One source piece: a whitepaperMany sub pieces: blogs, charts, slideshare, blog, exec summary, As many channel as possible: social, email, slideshare, website, blog,
Why it was created Drive Top-of-funnel Engagement and AwarenessMost of our competitors had one. We didn’t.Wanted to do more than just be a template – not just WHAT an expenses policy does, but WHY and HOW and WHAT NEXTThought Leadership How it was created Took a whole bunch of sort-of-helpful stuff (other templates, news articles, white papers, thought leadership)Extracted the common themes (the meat)Read our own policies, consulted with ‘policy people’ at Concur – developers, travel fairy, Matt the VATPicked the ‘best bits’ from other policies. Re-combined and re-wrote them to meet our voice, value proposition and objective Where it was usedUK, US, Germany, Italy, AU, Hong Kong and Canada
Image of globe, maybe filled with content.
She mentioned they were black belt content marketers. So maybe something to do with black belts.
I think we do the same image, only we put a chicken in each section.
Maybe a brain image to give the sense of Think Campaigns.
Image giving the sense of a single voice. Maybe an image of Charles Dickens and Steven Spielberg.
Keep this one.
#EE13 Presentation: Exploding the Whitepaper
TO CREATE A
CONTENT MARKETING DELIVERS
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
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
CONTRIBUTION TO REVENUE is more than 6X HIGHER
for leaders compared to followers (10.2% vs. 1.6%)
*Aberdeen, Crossing the Chaos, Sept. 2013
MARKETING NEEDS TO BUILD A
“ 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
-Erin Estep, SiriusDecisions
6 STEPS TO CREATE A CONTENT
DISCOVER WHAT’S WORKING (AND WHAT’S NOT)
• FIND THE PATTERNS
• CONNECT CONTENT
TO WHAT MATTERS:
• USE DATA TO INFORM
Growth + Globalisation - Structure =
• Wasted time and effort
• No sharing of good ideas/ recreating the
• Many local campaigns (which were
actually just programs/tactics)
• Many programs did not use content
across all channels
Over 30 different marketing
calendars each a different
Still no visibility for central support
No way to see one holistic picture
of all-up marketing activity.
WHAT IS SUCCESSFUL
Did not understand what or how to measure!
RESULTS: UK SMB RE-USE
Exploded Sub- 3
Reuse by other ZERO
8 core / 20+
Total inquiries from content YoY – up over 100%
Total engagement YoY – up over 150%
EXAMPLE: GLOBAL LEVERAGE
EXPENSE POLICY TEMPLATE
WEB SUCCESS AROUND THE GLOBE…
THE EXPENSE POLICY TEMPLATE GENERATED
OVER 3800 WEB LEADS IN FY13
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
Don’t wait to get started…
FINDING THE WHY
BEHIND THE STRATEGY
• Communicate from
the Inside Out
• Uncover Your
• Align Strategy
with the Why
FREE RANGE CONTENT
• No Process
SOLUTION: REIGNING IN
THE FREE RANGE
• Think Campaigns
• Test by Doing
• Explode One Piece
of Content into Many
• Align Voice
• Reduce Adverbial
• Borrow from Dickens
One Campaign, Many Pieces, all in One Place.
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 …
BE THE CONTENT
CEO & CO-FOUNDER