Content Marketing Master Class - Celestine Turner Hall, Sage

Celestine Turner Hall
HEAD OF MARKET & COMPETITIVE INTELLIGENCE
SAGE
HOUSTON, TX ~ JUNE 5 - 6, 2019 | DIGIMARCONSOUTH.COM
#DigiMarConSouth
Content Marketing
Master Class
MASTERCLASS

© 2019 The Sage Group plc or its licensors. All rights reserved.
Supercharge Your
Content Marketing
Strategy with
Competitive Insight
Celest Turner Hall
June 5, 2019

Celestineturnerhall Celest_T_Hall
6/10/2019 3
26 countries3 million customers £1.8 billion in revenue
Celest Turner Hall
Head of Market & Competitive
Intelligence
Leader in software that helps
businesses of all sizes manage
everything from money to people

We Will Cover
6/10/2019 4
Practical
Applications
of CI to Your
Content
Easy Ways
To Monitor
Competitors
Insights to
Provoke
Thought
Stats &
Research

State of Competitive Intelligence
6/10/2019 5
Source: 2019 State of Competitive Intelligence by Crayon
1000 Respondents

Competition Increasing and Monitoring
6/10/2019 6
87% Say the Market Is More Competitive 96% Track Direct Competitors

Critical Competitive Use Cases
6/10/2019 7

Increase in Key Measurements (KPIs)
6/10/2019 8

Common Assets (Content) Produced with CI
6/10/2019 9
1. Competitor profiles
2. Competitive landscape reports
3. Battlecards
4. Executive slide decks
5. Sales slide decks
6. Product sheets

No Customer-Facing Content on the List
6/10/2019 10
“In 2019, 84.5% of US
companies with at least 100
employees will utilize digital
content marketing strategies.”
-eMarketer, December 2018

© 2019 The Sage Group plc or its licensors. All rights reserved.6/10/2019 11
“If you know the enemy and know yourself, you need not
fear the result of a hundred battles. If you know yourself
but not the enemy, for every victory gained you will also
suffer a defeat. If you know neither the enemy nor
yourself, you will succumb in every battle.”
The Art of War – Sun Tsu

Fighting to Increase at Least One…
6/10/2019 12
Customer
Lifetime
Value
Marketing
ROIRevenue
Engagement
Rates
Conversion
Rates
Qualified
Leads

6/10/2019 13
206 M
206 Million
Americans
Ages15 - 65
63% of the
Population
Fighting for the Working Age Target Audience
Source: Organization for Economic Co-operation and Development, Working Age Population: Aged 15-64: All Persons for the United States [LFWA64TTUSM647S],
retrieved from FRED, Federal Reserve Bank of St. Louis; https://fred.stlouisfed.org/series/LFWA64TTUSM647S, June 1, 2019.

2 Big Challenges That Make CI Super Important…
6/10/2019 14
Your Competitors Are
Fighting for Their Unfair
Share Too
Your Audience of
Multitaskers Have
Short Attention Spans

Attention Span
6/10/2019 15
12
8
5
0
2
4
6
8
10
12
14
Seconds
Human Attention Span
2002 2013 2024
9 Seconds
Microsoft 2015
?

According to the 2018 State of Attention Report
6/10/2019 16
33% lose track of or have trouble retaining
the information that was being discussed
20% admit multitasking in meetings has
caused them to make an error in their work
52% say splitting their attention across two
or more pieces of content has caused them to
watch, read, or listen multiple times
95%
of business professionals
say they multitask
during meetings
Source: The 2018 State of Attention Report - US Edition by Prezi

Here’s What They Say About Content
6/10/2019 17
They can give a piece of
content their undivided
attention without getting
distracted more now than
they could one year ago.
But
49% admit they've become
more selective about the content
38% bookmark content to
return to later
63% say they let content find
them rather than seeking it out
Source: The 2018 State of Attention Report - US Edition by Prezi

Your target audience is too busy and too distracted to
read or think about anything that is not compelling.
You have less than 8 seconds to convince them to
continue with your content.
You need every strategic advantage including
competitive intelligence.
6/10/2019 18

Content Strategy
Decide
How To
Promote
Your
Content
Select Your
Content
Marketing
Tools
Determine
Your
Content
Approach
Define Your
Target
Audiences
•Define
Your
Content
Goals
What are your main competitors’ reporting to shareholders?
How are they winning/losing in your key markets?
What are their key messages across media?
What are their customers saying?

Mapped Your Content To Buyer’s Journey
6/10/2019 20
Source: TopDogSocialMedia.com
• How are your competitors
driving traffic?
• Where are they focusing
their lead gen activities?
• Are they doing anything
new or well to drive sales?
• What are they saying in
posts, videos and case
studies?
• What are the topics for
webinars and how often?

How Do You Find Out About Your Competitors?
6/10/2019 21
Competitor Conferences Industry Reports
Google AlertsVisit Their Sites
Analyzing SEO
Following Social Media
Opt-in to Email Collect Content Inventory
Survey Customers, Prospects, Partners & Sales
Retain CI Agency Monitoring Sites
Earnings Calls

CI Agencies
6/10/2019 22
• Crayon
• Proactive Worldwide
• Cipher Systems
• Decisive
• Sedulo Group
• Fletcher/CSI, Inc.
• Inovis
• CompeteIQ
• Line of Sight
• Thomson Reuters
• Cascade Insights
• And More…

Lots of Tools
6/10/2019 23
Kompyte - Compare
traffic, referrals, visitor
behavior, keywords and
search, etc.
SimilarWeb - Provides an
overview of website
traffic, referrals, search
traffic and keywords.
Pi Datametrics -
Measure your brand and
products against
competitors.
Brandwatch
Audiences – Get
insight into what your
competitors’ social
followers
Spyfu – Shows how many
keywords your competitors
focus overlaps with yours.
Ahrefs – Explore
competitors, research
keywords and backlinks.
BuzzSumo - Search for
content by keyword or
entering a competitor’s
URL.
iSpionage - Get
your competitors’
traffic & conversion
strategy.
And More

Let’s Practice: Let’s Pretend We’re
A Wireless Telco.
6/10/2019 24

Wireless Providers – Home Page
6/10/2019 25
Date June 2, 2019
NCA: BOGO NCA: Switcher

Wireless Providers – Facebook
6/10/2019 26

Wireless Providers – Twitter
6/10/2019 27

Wireless Providers – Instagram
6/10/2019 28

Wireless Providers – AT&T Blogs and News
6/10/2019 29
Inside Connections Latest News
Community Blog

Wireless Providers – T-Mobile Blogs and News
6/10/2019 30
One location for news, blogs and stories…

Wireless Providers – Search
6/10/2019 31

Wireless Providers – YouTube
6/10/2019 32

By understanding and planning for
your competitors’ content strategy
you increase the power of yours.
By ignoring them, you give them a
strategic advantage.
6/10/2019 33

6/10/2019 34
206 M
Leverage Competitive Intelligence
Source: Organization for Economic Co-operation and Development, Working Age Population: Aged 15-64: All Persons for the United States [LFWA64TTUSM647S],
retrieved from FRED, Federal Reserve Bank of St. Louis; https://fred.stlouisfed.org/series/LFWA64TTUSM647S, June 1, 2019.

Thank you
© 2019 The Sage Group plc or its licensors. Sage, Sage logos, Sage product and service names mentioned herein are the
trademarks of The Sage Group plc or its licensors. All other trademarks are the property of their respective owners.
Celest Turner Hall

Content Marketing Master Class - Celestine Turner Hall, Sage

Content Marketing Master Class - Celestine Turner Hall, Sage

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