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#EE13 Presentation: Exploding the Whitepaper

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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.

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#EE13 Presentation: Exploding the Whitepaper

  1. 1. #EE13
  2. 2. #EE13 6 STEPS TO CREATE A CONTENT MARKETING FACTORY
  3. 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. 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. 5. 6 STEPS TO CREATE A CONTENT FACTORY 1.  TEAM 2.  IDEATION 3.  PLANNING 4.  PRODUCTION 5.  DISTRIBUTION 6.  ANALYSIS #EE13
  6. 6. #EE13 TEAM
  7. 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 #EE13
  8. 8. #EE13 IDEATION
  9. 9. GENERATE CONTENT IDEAS COMING UP WITH THE CONTENT IDEAS •  INTERNAL: SALES, SERVICES, SUPPORT •  SOCIAL •  DIRECT: INTERVIEWS, SURVEYS #EE13
  10. 10. #EE13 PLANNING
  11. 11. QUARTERLY CAMPAIGN CALENDAR #EE13
  12. 12. THE PILLAR APPROACH 4 3 4 1 7 1 1 1 3 #EE13
  13. 13. #EE13 PRODUCTION
  14. 14. SET UP A MACHINE, NOT A LOG JAM WHAT WHO •  COMMUNICATION & VISIBILITY •  FOR EACH TASK, ESTABLISH A: •  WHAT? •  WHO? •  WHEN? WHEN #EE13
  15. 15. #EE13 DISTRIBUTION
  16. 16. DISTRIBUTE CONTENT ACROSS THE ENTIRE FUNNEL WEB & SOCIAL MARKETING OPS SALES CUSTOMER SUCCESS #EE13
  17. 17. #EE13 ANALYSIS
  18. 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 #EE13
  19. 19. #EE13 LET’S REVIEW
  20. 20. 6 STEPS TO CREATE A CONTENT FACTORY 1.  TEAM 2.  IDEATION 3.  PLANNING 4.  PRODUCTION 5.  DISTRIBUTION 6.  ANALYSIS #EE13
  21. 21. CONTENT STRATEGY AT CONCUR #EE13
  22. 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. 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. 24. CONCUR CHALLENGE: WHAT IS SUCCESSFUL CONTENT? Did not understand what or how to measure! #EE13
  25. 25. SOLUTION: SCALABILITY AND VISIBILITY #EE13
  26. 26. + CONTENT/PROGRAMS WORKFLOW #EE13
  27. 27. + ENABLING GLOBAL CAMPAIGNS #EE13
  28. 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. 29. EXAMPLE: BLOWING UP THE WHITEPAPER… #EE13
  30. 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. 31. EXAMPLE: GLOBAL LEVERAGE EXPENSE POLICY TEMPLATE
  32. 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. 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. 34. CONTENT MARKETING IN THE REAL WORLD #EE13
  35. 35. FINDING THE WHY BEHIND THE STRATEGY •  Communicate from the Inside Out •  Uncover Your Internal Drivers •  Align Strategy with the Why #EE13
  36. 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 #EE13
  37. 37. SOLUTION: REIGNING IN THE FREE RANGE •  Think Campaigns •  Test by Doing •  Explode One Piece of Content into Many #EE13
  38. 38. CREATING CONTENT FOR PEOPLE •  Align Voice and Message •  Reduce Adverbial Laundry Lists •  Borrow from Dickens and Spielberg #EE13
  39. 39. A CAMPAIGN One Campaign, Many Pieces, all in One Place. #EE13
  40. 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. 41. BE THE CONTENT MARKETING SUPERHERO YOU ARE! Thank You! #EE13
  42. 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

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