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Content Strategy for Marketing Success

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Content Strategy for Marketing Success

  1. 1. Content Strategy for Marketing Success Peter Yorke CEO, Yorke Communications February 2017 @PeterYorkeIN
  2. 2. We are a result-driven Content and Digital marketing agency specializing in integrated strategies and planning with complete focus on customer engagement and optimizing conversions.
  3. 3. About Us Headquartered in Bangalore, part of the Adfactors PR Group 8 years of content excellence 133 happy customers Over 7500 artefacts created 250 original collaterals every month 30 dedicated writers, designers and digital marketing specialists 300+ freelance consultants across India and the globe
  4. 4. Content Marketing works! 56% of marketers believe that personalized #content promotes higher engagement rates says @IBM #Contentmarketing leaders experience 7.8X more site traffic than non-leaders says @kapost #Contentmarketing costs 62% less than outbound marketing & generates 3x as many leads says @demandmetric
  5. 5. Has anything changed? 2010
  6. 6. Not really… 2017
  7. 7. What do you need to create a successful content marketing strategy?
  8. 8. 1. Long-term vision and customer focus Content Strategy All the content that you create has to be folded under a common thought process and clearly articulated vision
  9. 9. Simple idea, powerful message • Small is big and powerful • Content is crucial • Accuracy is paramount • Audience is diverse • Message – sharp and clear
  10. 10. You are servicing customers Don’t think for a moment that your fellow employees are colleagues…they are customers
  11. 11. This means…. They demand service They have a budget (often time not money) They have high expectations They are unforgiving in their criticism
  12. 12. 2. First impressions count. Focus on your calling card Website Structured for fresh content Responsive Clear value proposition articulation
  13. 13. Your best calling card (on all devices)
  14. 14. Websites are still considered important by marketers
  15. 15. 3. Customize your process Research and information collection Highly customized and contextual
  16. 16. Why is content being created? Yorke Communications-Paul Writer Red Book of Content Marketing August 2016
  17. 17. Budgets up but feedback…umm Yorke Communications-Paul Writer Red Book of Content Marketing August 2016
  18. 18. What’s the process Constituting the team On-boarding process Activity plan and Value Prop – Setting Expectations Delivery Customer Reviews Project Sign off Delivery = Persona Creation, Research, Writing, Review (including Editing)
  19. 19. 4. Architecting is more important than writing Analysis is important Writing comes naturally
  20. 20. Content generation requires strong architecture Yorke Communications-Paul Writer Red Book of Content Marketing August 2016
  21. 21. Content development Architecting and writing are two separate activities Use resources with the ability to connect trends and thoughts Don’t hire content writers but content thinkers Yorke Communications-Paul Writer Red Book of Content Marketing August 2016
  22. 22. 5. Strategy must be evaluated based on outcomes Look at outcomes Outcomes will determine the success of the program and your personal success in the organization
  23. 23. Shared Services Center Information Portal Production Dissemination Leveraged External Expertise Standardiza tion Improved Governance Instant Scalability Increased Strategic & Business Focus Enhanced Customer Experience
  24. 24. Pillars of the strategy Long term vision and customer focus Focus on your calling card Customize your content process Architecting is more important than writing Strategy must be evaluated based on outcomes
  25. 25. How do you proceed? Without strategy, content is just stuff. And the world has enough stuff Arjun Basu You need to create ridiculously good content – content that is useful, enjoyable and inspired Ann Handley Good content is not storytelling. It’s telling your story well. MarketingProfs Tap it right, and it keeps on giving
  26. 26. A case in point. An innovative service desk product that has customers both globally and in India and has adopted the content marketing route. Since 2015, Yorke Communications has been providing strategic content marketing support to strengthen the company’s marketing initiatives.
  27. 27. Meet Rohan Joshi • CEO and Co-Founder • Over 30 years’ work experience working across industry segments • Over 20 years in Europe and the Americas in IT leadership roles. • Past positions include Head of European Business for Infosys and i-flex.
  28. 28. Meet Sudhir Prabhu • CTO and Co-Founder • Over 20 year’s experience heading ERP businesses in the US and in India. • Past positions include Director- Global Finance Systems at Barclays Global Investors, and Executive Vice President at L&T Infotech.
  29. 29. Enabling Customer Service Rohan Joshi and Sudhir Prabhu
  30. 30. Configurable, scalable and out-of- the-box service desk solutions designed for modern workplaces and teams.
  31. 31. Our Products
  32. 32. Devices Channels Add-Ons Single Sign-on Projects & tasks collaboration Knowledge Base Telephony NMS Integrations Workflows Notifications
  33. 33. Enterprise Service Desk Customer Support
  34. 34. Built for the Modern Enterprise Quick Deployment Smart Agent Management • Enterprises can go live in less than 2 weeks (vs. 3+ months) • Customer Service can be deployed in a day (vs. 1 month) • Check-in / Check-out , Ticket Limits , Skills , Quiz , Surveys, Knowledge Base to improve performance & satisfaction. Multi Channel Easy integration to enterprise systems • Web, App, Social Media, Email... • Pre built placeholders in the application. Automation Easily Configurable • Categorization • Grouping • Assignment • Admin module is powerful to configure most of the use cases
  35. 35. Notable Customers Wolken has replaced many known brands: e.g. HP , IBM , Zoho, Spark Central & Service Now. 1 # of Customers using Wolken 20+ 2 # of Support Analysts using Wolken 2000+ 3 # tickets flowing through the system 5+ Million p.a. 4 Active Certifications Pink, ITIL >
  36. 36. Feedback & Recognition Flexibility, quick roll out and cost. These were the key evaluation factors for the Service Desk partner. iServiceshub “WOW”ed our team on the day of demo – they came back with a live setup on cloud and we had more or less taken a decision by the end of the demo. The Wolken team ensured that the WOW impact did not fizzle out and we launched the GNOC in a matter of 3 months - including interconnect with Zabbix NMS! They have shown the flexibility to remodel flows to suit to our needs and we are implementing more modules in addition to the basic Service Desk.Going forward, iServiceshub will be the backbone of our global operations spanning 59 countires and a larger number of customers. - Prashanth Shenoy, Head of Operations, OnMobile "With the ease of use of our new Wolken Service Desk, we have seen a fivefold increase in the number of tickets submitted. Our IT Support team has also benefited from our new system...resolving tickets at least 50% faster, while keeping the end users very happy." - Alwyn Reyes Igloo Director of IT Winner of Barclay’s RISE Top 3 at IBM GEP Smart Camp
  37. 37. Content Marketing efforts (Our efforts so far) Hrishikesh Mandara Halekote Shivanna Director – Digital Marketing Yorke Communications @justhrishi
  38. 38. • Designed, developed and maintained websites for Wolken Software and TeamToq • Set up social channel presence across LinkedIn, Twitter, Facebook and Google+ with a calendar approach to routine engagement • Published blog posts on a monthly basis on topics related to Wolken’s business interests including change request management, service request management, incident management, ITIL compliance, collaboration, teamwork, productivity 2015 • Ran content-driven campaigns around an event that Wolken was participating in (Pink 16) as well as #IForgotDay, related to teamwork and productivity • Conceptualized and delivered event-related collateral such as flyers, standees, booth backdrops for Pink 16 • Developed long-form case studies to showcase the quality of Wolken’s client engagements • Worked closely with the founders on the brand’s current re-positioning and key messaging exercise (expanding the focus from IT service desk provider to holistic service desk partner for enterprise and customer service teams) • Revamped the website to reflect the organization’s new offering and positioning, as well as to transform the website from a purely informative tool into a robust and responsive lead-generating touch-point 2016 The focus of this phase was to create an online presence for the brand and begin engaging with an online audience using thought- leadership blog posts and social posts The focus of this phase is to use different forms of content to support the organization’s online and offline sales initiatives, and run campaigns to create more brand awareness and engagement Laying the content foundation Architecting the next phase of content-driven engagement 30+ blog posts 13.41% e-book landing page conversion rate 1900+ social posts
  39. 39. New Website Blogs eBook Social Media Complete strategic content marketing support
  40. 40. Yorke Communications devised a strategic event marketing plan to increase awareness of Wolken Software during the #Pink16 event. • The campaign increased brand reach and engagement by 100% during the event. • It generated 35+ quality leads. Content continues to generate leads organically.
  41. 41. Thank you

Editor's Notes

  • Important considerations:

    Identification of users
    User expectations
    Tonality and visual elements
    Structure and Content
    Design and Testing
    Implementation and Launch