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How Content Marketing Can Drive Growth for Your Business

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What does it take to build and execute a content strategy from the ground up? In this presentation I share some lessons learned in building one of the most successful content programs at IBM. Learn how to make content crucial for your business and drive measurable growth.

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How Content Marketing Can Drive Growth for Your Business

  1. 1. HOW CONTENT CAN DRIVE SIGNIFICANT GROWTH FOR YOUR BUSINESS By Marcel Santilli @santilli
  2. 2. If your company was a person, how would your customers describe you? ©2014 INTERNATIONAL BUSINESS MACHINES
  3. 3. How would your customer “meet” you? How would they describe a “first date”? ©2014 INTERNATIONAL BUSINESS MACHINES
  4. 4. If your content today was a product in itself, would your customers buy it? ©2014 INTERNATIONAL BUSINESS MACHINES
  5. 5. ©2014 INTERNATIONAL BUSINESS MACHINES What is the reality today?
  6. 6. Only half of decision makers worldwide would first turn to an existing supplier when faced with a business challenge. ©2014 INTERNATIONAL BUSINESS MACHINES
  7. 7. Customers are cutting brands out of their learning. ©2014 INTERNATIONAL BUSINESS MACHINES
  8. 8. ©2014 INTERNATIONAL BUSINESS MACHINES
  9. 9. ©2014 INTERNATIONAL BUSINESS MACHINES They’re getting more and more of their information from outside sources.
  10. 10. Suppliers today account for less than one-half of all information that buyers use to aid in their purchase decisions. ©2014 INTERNATIONAL BUSINESS MACHINES
  11. 11. Complex environment with increasingly more players and more noise. ©2014 INTERNATIONAL BUSINESS MACHINES
  12. 12. What does that mean to your business? ©2014 INTERNATIONAL BUSINESS MACHINES
  13. 13. Critical need for businesses to present the right mix of content to the right audience. ©2014 INTERNATIONAL BUSINESS MACHINES
  14. 14. ©2014 INTERNATIONAL BUSINESS MACHINES It all boils down to one word…
  15. 15. ©2014 INTERNATIONAL BUSINESS MACHINES TRUST
  16. 16. To become the trusted advisor to key decision-makers ©2014 INTERNATIONAL BUSINESS MACHINES in your space.
  17. 17. Have a personal trainer mentality ©2014 INTERNATIONAL BUSINESS MACHINES
  18. 18. ©2014 INTERNATIONAL BUSINESS MACHINES Teach where customers learn.
  19. 19. The problem is that content is too often just an afterthought ©2014 INTERNATIONAL BUSINESS MACHINES
  20. 20. But if done right content can spark growth and be essential to your business ©2014 INTERNATIONAL BUSINESS MACHINES
  21. 21. So what does it take to get content right from the start? ©2014 INTERNATIONAL BUSINESS MACHINES
  22. 22. ©2014 INTERNATIONAL BUSINESS MACHINES Let’s simplify it in four steps.
  23. 23. ©2014 INTERNATIONAL BUSINESS MACHINES
  24. 24. Don’t underestimate the discovery phase. ©2014 INTERNATIONAL BUSINESS MACHINES
  25. 25. ©2014 INTERNATIONAL BUSINESS MACHINES Start with your audience in mind.
  26. 26. You need to know more about your prospective customers than they do. ©2014 INTERNATIONAL BUSINESS MACHINES
  27. 27. ©2014 INTERNATIONAL BUSINESS MACHINES Find a purpose.
  28. 28. Help position people to succeed. They will then trust themselves first, opening them to trust you as an advisor in their journey. ©2014 INTERNATIONAL BUSINESS MACHINES
  29. 29. Don’t just create content for the sake of looking smart or being helpful. ©2014 INTERNATIONAL BUSINESS MACHINES
  30. 30. Discover what content will challenge and disrupt customer priorities. ©2014 INTERNATIONAL BUSINESS MACHINES
  31. 31. ©2014 INTERNATIONAL BUSINESS MACHINES
  32. 32. Formalize your content strategy. Keep it simple but actually write it down. ©2014 INTERNATIONAL BUSINESS MACHINES
  33. 33. Define your KPIs and what you will need to measure. ©2014 INTERNATIONAL BUSINESS MACHINES
  34. 34. Track ROI from the beginning to give your content program more respect. ©2014 INTERNATIONAL BUSINESS MACHINES
  35. 35. Don’t overlook the importance of a good web design and UX. ©2014 INTERNATIONAL BUSINESS MACHINES
  36. 36. Think about growth and scalability as you define processes, technology and people. ©2014 INTERNATIONAL BUSINESS MACHINES
  37. 37. ©2014 INTERNATIONAL BUSINESS MACHINES
  38. 38. ©2014 INTERNATIONAL BUSINESS MACHINES Define roles and responsibilities.
  39. 39. ©2014 INTERNATIONAL BUSINESS MACHINES
  40. 40. Don’t settle for mediocre. Strive for excellence in every aspect of your program. ©2014 INTERNATIONAL BUSINESS MACHINES
  41. 41. Don’t forget that your success depends on your contributors. Having the right tools and process is crucial. ©2014 INTERNATIONAL BUSINESS MACHINES
  42. 42. Create win-win situations for contributors. Create a sense of ownership and community. ©2014 INTERNATIONAL BUSINESS MACHINES
  43. 43. Establish guidelines and hold regular training and enablement. ©2014 INTERNATIONAL BUSINESS MACHINES
  44. 44. ©2014 INTERNATIONAL BUSINESS MACHINES
  45. 45. Always be optimizing for search and social. ©2014 INTERNATIONAL BUSINESS MACHINES
  46. 46. ©2014 INTERNATIONAL BUSINESS MACHINES
  47. 47. ©2014 INTERNATIONAL BUSINESS MACHINES
  48. 48. Let’s look at how IBM Security was able to accomplish this in just one year. ©2014 INTERNATIONAL BUSINESS MACHINES
  49. 49. It takes an intrapreneur mindset. Don’t be afraid to challenge the norm. ©2014 INTERNATIONAL BUSINESS MACHINES
  50. 50. Build executive buy-in, then create a sense of community around the same purpose. ©2014 INTERNATIONAL BUSINESS MACHINES
  51. 51. ©2014 INTERNATIONAL BUSINESS MACHINES
  52. 52. Start small but with a daunting vision in mind. Focus on excellence in every step of the way. Build for scale. ©2014 INTERNATIONAL BUSINESS MACHINES
  53. 53. ©2014 INTERNATIONAL BUSINESS MACHINES + Launched in July of 2013 + Streamlined process and dashboard for submitting content + 150+ contributors signed-up + 300+ articles published in 2014 + Biggest driver of marketing responses for business unit +Most visited off-domain content hub for IBM
  54. 54. ©2014 INTERNATIONAL BUSINESS MACHINES
  55. 55. 390% ROI this year ©2014 INTERNATIONAL BUSINESS MACHINES
  56. 56. $19M in opportunities for the business ©2014 INTERNATIONAL BUSINESS MACHINES
  57. 57. 15,000 marketing responses with average cost of $25 ©2014 INTERNATIONAL BUSINESS MACHINES
  58. 58. 494% increase in visits from search ©2014 INTERNATIONAL BUSINESS MACHINES
  59. 59. ©2014 INTERNATIONAL BUSINESS MACHINES 50K+ visits, 6K+ shares and 500+ inbound links
  60. 60. Remember, authenticity is the shortest path to trust and the surest way to keep it. ©2014 INTERNATIONAL BUSINESS MACHINES
  61. 61. Share content openly and regularly that demonstrates an in-depth understanding of your customer’s business and industry. ©2014 INTERNATIONAL BUSINESS MACHINES
  62. 62. Realign your organization to teach and challenge, not to just sell. ©2014 INTERNATIONAL BUSINESS MACHINES
  63. 63. The best content is the one that disrupts customers’ current thinking and demonstrates new ways to compete more effectively. ©2014 INTERNATIONAL BUSINESS MACHINES
  64. 64. ©2014 INTERNATIONAL BUSINESS MACHINES Go be a catalyst for change.
  65. 65. Connect with me Twitter.com/santilli Linkedin.com/in/marcelsantilli MARCEL SANTILLI ©2014 INTERNATIONAL BUSINESS MACHINES 65
  66. 66. ©2014 INTERNATIONAL BUSINESS MACHINES

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