The document provides tips for creating customer engagement through relevant content. It discusses researching customers' needs and matching content to their journey. It emphasizes using new media like video and repurposing existing content. Two case studies are presented: Earnest agency increased engagement by creating educational videos, and Cushman & Wakefield launched a knowledge center to position themselves as thought leaders and capture customer data. Setting up a knowledge center requires long-term commitment but can generate large databases of prospects and customers.

1. Creating customer engagement using relevant content Shane Redding Cyance

2. In this session What do you do now? What do your prospects and customers want? 5 Top Tips 3 mini case studies

5. Do you stand out from the crowd?

6. Top Tips Remember its all about THEM not you! i.e. Research for Relevance industry where in the buying cycle & PERSONAL needs/wants/emotions so can you feed their …

7. Needs/wants/emotions? Use great copywriting skills for compelling content = What’s in it for me? Safety Ease Greed Power Ego Pay for excellent copywriting! See www.copywritingthatsells.com

8. Top Tips 2. Match Content to their journey with you Audit – do you do this or are they stuck in a vicious cycle? As they move closer to you can offer more about you (products/services) Remember customer content is king (case studies, endorsements, brand ambassadors)

9. Top Tips 3. The vehicle enhances the message Want to appear innovative – then use new media appropriate to your Target e.g. www.cyancecensus.com YouTube now 2 nd main search tool after Google for b2b but beware some CIO will block access to video Video must be produced to high quality Set up your own You Tube Channel

11. Top Tips 3 R’s: Reformat, Recycle, Reuse Will save you £££s Provides consistency – stay on brand, deliver what you promise What have you already got? Start with content audit: marketing, sales, logistics, PR, partners Create a searchable content library

12. Some ideas: Reuse Use past media coverage for content in lead nurturing emails – make sure its relevant If a prospect has enquired about a product and it’s recently won an award send “why we won and you could be a winner too” Reuse executive interviews, or media presentations using industry leadership to people who have registered for those topics Signpost clearly using social media You will increase open rates and conversions

13. Some ideas: Repurpose Just how much exec time is spent creating slide presentations that have a one off life? Have a strategy for repurposing content delivered in person e.g. put on slideshare.net, load to website, use rich media, create podcast or video, promote with social media You can piggy back both your customers brands as well as other endorsements Case Study: Earnest

14. Case Study: Earnest – Vital statistics for b2b marketers How to stand out as a new and unknown b2b agency? Already researching social media to better understand their market and use for clients Existing blog not getting much traction

15. Earnest – Vital statistics for b2b marketers Objectives: Raise Earnests profile Use video to showreel strategic and creative prowess Optimise online presence And .. generate new business

16. Earnest – Vital statistics for b2b marketers Targets: 1000 videos in 6 weeks 30% increase in twitter 20% increase in av weekly website visits 20% increase in inbound links 2 new business opportunities

17. The Video http://www.youtube.com/watch?v=nXQdy-22TXM http://earnestagency.wordpress.com/2010/09/14/vital-statistics-for-b2b-marketers-%E2%80%93-the-case-study/

18. The Results 13,860 views to date! 50 new YouTube channel subscribers 110 mentions on Twitter 220% increase in weekly visits to Earnest blog 30% increase in weekly website visits to their corporate site: http://www.earnest-agency.com Inbound links to blog up 125% Over 25 blog posts by respected commentators covering the video Significant improvement in natural search performance (e.g. always top 3 in organic search results for ‘b2b statistics’) 3 new business opportunities (including US Fortune 500 tech company – just waiting for a PO number before we kick the work off!) Video is now being used as course material at Rutger University mini-MBA programme on Social Media in the US

19. Some ideas: Reuse Testimonials are like gold – difficult to dig out but SO valuable (people trust people, now more so than ever) Use them in your content at the right time in the buying cycle, can be the tipping point Engineer content from client events – short to camera pieces Create microsite with video testimonials, use in linked emails Can repurpose in offline ads

20. Some ideas: recreate Turn boring into fun Product demos are ideal http://www.rm.com/_RMVirtual/Media/AudioVisual/RM_Mobile_ONE_tests_low.wmv

21. Some ideas: Recycle Take standard content and top and tail with customised content for different vertical sectors Testimonial (written or voice) Expert opinion (benchmarking/ surveys) Key takeaways as audio summary Respected media partner (content/distribution) Does it work? Management consultant BearingPoint Tripled conversion rates adding podcast to white paper 18% of listeners downloaded more than one podcast Better qualified leads

22. Top Tips 5. Maximise your Lead capture Information exchange culture Build up data collection as prospect goes through lead nurturing cycle – so they will see benefit Create download (knowledge) centres Set up permission centres Use advanced lead tracking tools such as www.webforensics.co.uk to identify companies who didn’t complete a registration form (can populate directly into salesforce with a lead score)

29. Setting up a knowledge centre Requires long term commitment – (2 year min) budget and resource Excellent processes supported by robust technology (ideally integrated CMS, CRM database, web analytics and conditional content Email) Why do it?

30. Cushman and Wakefield Leading international commercial property developer Highly competitive market Little/no knowledge of complex DMU outside of sales people Sales Cycles of 5 years + with million £ deals Had invested in new technology

31. What they did Decided to target 2 key audiences: journalists, and existing clients Strategic Objective: position Cushman and Wakefield as the industry thought leader globally Tactical: capture data on customers and prospects through launch of a knowledge centre Challenge – info was previously freely available with no need to register

35. The results Launched in 2007, month 1 generated 6,701 new registrations Database today stands at over 35,000 (larger than vertical media owner!) 75% opt in to emails 86% increase in doc downloads Full case study http://www.concepglobal.com/case-studies/property

36. Permissions Try and think about it from your prospects point of view (Seth Godwin) www.permission.com Microsite where prospects/customers manage what they want from you: topic, media, frequency Make sure you are on brand in tone of voice in your privacy statement http://www.davechaffey.com/E-marketing-Insights/E-mail-marketing/E-permission-marketing

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39. Selection of clients © Cyance Limited 2011

40. Sports & Events Clients © Cyance Limited 2011