Mixing Art and Science for Content Marketing Success
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As presented at Content Marketing World 2013. The art of good content marketing creates stories that help establish an emotional connection with your audience so that you can build trust, credibility, loyalty, and long-term customers. The science of good content marketing is digging into the numbers and making sure you are getting the right content, to the right people, at the right time to influence their behavior and drive business results. So, get out your paint brushes and slide-rules and join this Lunch & Learn session that will highlight best practices and companies who have gotten this mix or art and science right – how they did it, the results, and what you can takeaway to use in your own content marketing plans today.
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Mixing Art and Science for Content Marketing Success
- 1. “Mixing Art and Science for Content Marketing Success” Jeff Freund VP and GM, Web Content Management Limelight Networks #digitalpresencechat #cmworld #digitalpresencechat #cmworld jfreund@limelight.com jefffreund @jeff_freund
- 2. #digitalpresencechat #cmworld Why are we here?
- 3. #digitalpresencechat #cmworld Fun Parties?
- 4. #digitalpresencechat #cmworld Play Words With Friends from the Back of the Room? C 4 O 1 N 2 T 1 E 1 N 2 T 1 [ 59 points! ]
- 5. Hear Captain Kirk talk about “Enterprise” Marketing? #digitalpresencechat #cmworld
- 6. The Real Reason… Content Marketing is an Emerging, Critical Business Function #digitalpresencechat #cmworld
- 7. Content Marketing Focus Today • Hiring / growing a team • Building scalable and repeatable processes • Improving results • Maximizing return on investments being made #digitalpresencechat #cmworld
- 8. There are Challenges • Lack of organizational understanding • Lots of dependencies • Demanding time schedules • High levels of collaboration and coordination required • Multi-disciplinary #digitalpresencechat #cmworld
- 9. To Be Successful, You Need • Exceptional creative content • To hit deadlines • To be data driven • To interoperate across your organization • To have this winning combination of Art and Science… #digitalpresencechat #cmworld
- 10. Part I: The Art #digitalpresencechat #cmworld
- 11. #digitalpresencechat #cmworld Provide Content that: Presents company brand Informs audience about products and offerings Establishes trust / credibility Drives revenue, satisfaction and leads
- 12. #digitalpresencechat #cmworld 1. Make it Engaging • Story Telling • Relevant to Audience • Expresses a Point of View • Shares Insights • Original Thinking • Multimedia / Video
- 13. 1967 #digitalpresencechat #cmworld Google: Cookie Monster IBM
- 14. Corning: A Day Made of Glass #digitalpresencechat #cmworld
- 16. 2. To Inform, Be Informed! • Always be listening • Always be reading • Always be thinking • Always be collecting tidbits • Make the connections #digitalpresencechat #cmworld
- 17. #digitalpresencechat #cmworld 3. Always Align with Core Messaging Differentiated and Compelling
- 18. 4. “Provide” Content • The Art of Content Marketing isn’t just about just creating it yourself… – User Generated – Found – Curated – Repurposed #digitalpresencechat #cmworld [ Remember: “Always be reading” ]
- 19. • UGC Contest • Tapped into existing audience • Drove thematic engagement • Highest viewership of a premiere ever for A&E #digitalpresencechat #cmworld
- 20. Part II: The Science #digitalpresencechat #cmworld
- 21. Influence Business Results #digitalpresencechat #cmworld Right Content Right People Right Time
- 22. Who are the “Right People?” • Engage with sales to understand the buyers and buying process • Inspect the funnel and sales pipeline • Write (and read!) case studies • Talk to buyers (wins and losses) #digitalpresencechat #cmworld
- 23. #digitalpresencechat #cmworld Know Your Personas Marketing Executive • Small to Medium Companies • Enterprise Demand Gen • Medium to Large Companies • Enterprise Digital Marketing/Strategy • Large to Medium Companies • Enterprise and Digital Media IT Executive • Large to XL Companies • Digital Media Network/Systems Operations • Medium to XL Companies • Enterprise and Digital Media Engineering/Development • Small to Large Companies • Enterprise and Digital Media
- 24. Know Your Market Segments Manufacturing Financial Services #digitalpresencechat #cmworld
- 25. #digitalpresencechat #cmworld Map the Buyer’s Journey Search Engines Press Releases Analyst Repost Blogs Testimonials Social Networks Webinars Podcasts/Videos Solution Overviews Case Studies Product Specs Community Content Loosening the Status Quo Committing to Change Explore Solutions Commit to a Solution Justify the Decision Make a Selection
- 26. Conduct an Audit (and repeat!) • Map Content to Personas and Buyer’s Journey • Identify gaps AND • Identify opportunities AND • Inspect what is successful #digitalpresencechat #cmworld
- 27. #digitalpresencechat #cmworld Context Matters!
- 28. #digitalpresencechat #cmworld Context is Multi-Faceted Environment Profile Interactions
- 29. Seems like “Magic”… #digitalpresencechat #cmworld
- 30. But it doesn’t need to be “Magic” #digitalpresencechat #cmworld
- 31. • Danger in doing nothing • Danger in being too narrow and deep • Don’t Reinvent #digitalpresencechat #cmworld Sources of Insights CRM • Funnel • Pipeline • Wins/Losses Sales • Attend Sales Meetings • Anecdotes • War Stories Market • Analysts • Influencers • Competition Customers • NPS • Surveys • Case Studies Analytics • Web Metrics • SEO • Conversions Social Media • Trends • Reputation
- 33. Bringing it Together for Success #digitalpresencechat #cmworld
- 34. #digitalpresencechat #cmworld Content is a Team Sport Marketing Strategy Creative Production Project Management SME’s
- 35. Defined Need Creative Brief Production Buy-in Final Product #digitalpresencechat #cmworld Process Best Practices • Have a process! • Have clear roles and responsibilities per project • Respect different ways people work • Be realistic about the full scope of efforts required (i.e. “the cat herding”)
- 36. #digitalpresencechat #cmworld Deadlines Required [ Note: “Always be collecting” ]
- 37. • Art: providing engaging content to influence results • Science: getting the right content to the right people at the right time • Success: repeatability, predictability #digitalpresencechat #cmworld
- 38. Standard & Poor’s: The Art #digitalpresencechat #cmworld
- 39. Standard & Poor’s: The Science • Trending Topics • Geographic consumption data • Key Videos to Translate #digitalpresencechat #cmworld
- 40. #digitalpresencechat #cmworld Summary The Art: • Engaging Content • Be Informed! • Core Messaging • “Provide” and Create The Science: • Personas and Segments • Buyers Journey / Audit • Context • Insights Engineering: Team and Process
- 41. #digitalpresencechat #cmworld Success Will Look Like: • A strong multi-disciplinary team • Repeatable processes • Increased productivity • Improved results • Higher return on investment
- 42. Thank You! Questions? Jeff Freund jfreund@limelight.com jefffreund @jeff_freund #digitalpresencechat #cmworld