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Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 1
Content: Don’t Settle
for Pretty Good
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Safe Harbor Statement
The following is intended to outline our general product direction. It is intended for
information purposes only, and may not be incorporated into any contract. It is not a
commitment to deliver any material, code, or functionality, and should not be relied upon
in making purchasing decisions. The development, release, and timing of any features or
functionality described for Oracle’s products remains at the sole discretion of Oracle.
Oracle Confidential – Internal/Restricted/Highly Restricted 2
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Agenda
Introductions
What is Content Marketing?
Content Marketing Mistakes
Content Marketing Strategy: Key Elements
Content Types & Metrics
Content Inspiration
1
2
3
4
5
Oracle Confidential – Internal/Restricted/Highly Restricted 3
6
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Speaker Overview
Oracle Confidential – Internal/Restricted/Highly Restricted 4
Holly Hamann
Co-founder and CMO
TapInfluence
Twitter: @HollyHamann
Jaclyn Regan
Principal Consultant
Oracle Marketing Cloud Expert Services
Twitter: @JaclynRegan
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 5
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
“Content marketing is a marketing
technique of creating and distributing
valuable, relevant and consistent
content to attract and acquire a clearly
defined audience – with the objective
of driving profitable customer action.”
- Content Marketing Institute
Oracle Confidential – Internal/Restricted/Highly Restricted 6
What is Content Marketing?
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 7
Content Marketing
Mistakes
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 8
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 9
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 10
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 11
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 12
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 13
Content Marketing
Strategy: Key Elements
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Content Marketing Strategy Key Elements Needed
Oracle Confidential – Internal/Restricted/Highly Restricted 14
Develop your personas
Define your customer journey
Audit Your Content
Map content to customer journey & persona
Content Marketing Metrics
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Develop Buyer Personas
Oracle Confidential – Internal/Restricted/Highly Restricted 15
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Define Your Buyers Journey
Oracle Confidential – Internal/Restricted/Highly Restricted 16
Interest Learn Evaluate Justify Purchase
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Buyers Journey (example)
Oracle Confidential – Internal/Restricted/Highly Restricted 17
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Content Audit
Oracle Confidential – Internal/Restricted/Highly Restricted 18
• Create a Content Audit Checklist
• What do you have?
• What do you need?
• What can you repurpose?
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Map Content to Customer Journey & Persona
Oracle Confidential – Internal/Restricted/Highly Restricted 19
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 20
Content Types and
Metrics
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Relevant Content Types (Hint: find what content your buyer persona engages with the most!)
Oracle Confidential – Internal/Restricted/Highly Restricted 21
• B2B
– Webinars
– Expert Interviews
– Case Studies
– Q&A Sessions
– eBooks
– Whitpapers
– Hangouts
• B2C
– Blog Posts
– Content on Instagram, Pinterest, etc.
– Videos on Vine, YouTube
– Surveys & Polls
– User Generated Content
– Contests & Giveaways
– Quizzes
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
7 Must-Have Content Marketing Metrics
Oracle Confidential – Internal/Restricted/Highly Restricted 22
• Website Traffic/Impressions
• Content Reach
• Content Engagement
• Leads Generated/Prospects Acquired
• Click-thrus
• Lead to Marketing-Qualified Lead (MQL) Ratio
• Conversion Rate
• Average Deal/Purchase Size
• Revenue
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 23
Content Inspiration
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 24
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Example #1
Oracle Confidential – Internal/Restricted/Highly Restricted 25
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Example #2
Oracle Confidential – Internal/Restricted/Highly Restricted 26
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Example #3
Oracle Confidential – Internal/Restricted/Highly Restricted 27
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
• 50 bloggers created posts, photos and videos
• Content shared on blogs, social media
• Aggregated to Black Box hubpage
• Views of site increased 31%
• Time on site increased 56%
• Social mentions increased 44%
• Positive mentions increased 221%
• Campaign still producing results – “always on”
Example #4
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
• Traditional tested recipes cost $500 distributed via ads and coupons
• Needed high quality content, distribution at scale, less cost, and more effective at engaging
consumers
• 180 influencers on blogs and social media
• 760K blog post views
• 178K pins
• 16K clicks to coupons
• 7,700 shares
• 1,700 tweets
• ROI of 3,100%
Example #5
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
• Engaged influencers on blogs and
social platforms
• Promote new ID flavors
• 7M in reach
• 639K views
• 21K engagements
Example #6
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Resources
Oracle Confidential – Internal/Restricted/Highly Restricted 31
• Oracle Marketing Cloud – Content Marketing
• Modern Marketing Essentials Guide to Content Marketing
• Lay Your Groundwork | Persona & Buyer Stage Development
• Persona Template Completed
• Field Guide to Influencer Marketing
• 11 Things You Should Know About Influencer Marketing
• 8 Thinks You Can Ask Influencers to do for Your Brand
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 32
Holly Hamann
Co-founder and CMO
TapInfluence
Twitter: @HollyHamann
Jaclyn Regan
Principal Consultant
Oracle Marketing Cloud Expert Services
Twitter: @JaclynRegan
#influencermarketing

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Content Creation: Do Not Settle for Pretty Good

  • 1. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 1 Content: Don’t Settle for Pretty Good
  • 2. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Safe Harbor Statement The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle. Oracle Confidential – Internal/Restricted/Highly Restricted 2
  • 3. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Agenda Introductions What is Content Marketing? Content Marketing Mistakes Content Marketing Strategy: Key Elements Content Types & Metrics Content Inspiration 1 2 3 4 5 Oracle Confidential – Internal/Restricted/Highly Restricted 3 6
  • 4. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Speaker Overview Oracle Confidential – Internal/Restricted/Highly Restricted 4 Holly Hamann Co-founder and CMO TapInfluence Twitter: @HollyHamann Jaclyn Regan Principal Consultant Oracle Marketing Cloud Expert Services Twitter: @JaclynRegan
  • 5. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 5
  • 6. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” - Content Marketing Institute Oracle Confidential – Internal/Restricted/Highly Restricted 6 What is Content Marketing?
  • 7. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 7 Content Marketing Mistakes
  • 8. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 8
  • 9. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 9
  • 10. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 10
  • 11. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 11
  • 12. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 12
  • 13. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 13 Content Marketing Strategy: Key Elements
  • 14. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Content Marketing Strategy Key Elements Needed Oracle Confidential – Internal/Restricted/Highly Restricted 14 Develop your personas Define your customer journey Audit Your Content Map content to customer journey & persona Content Marketing Metrics
  • 15. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Develop Buyer Personas Oracle Confidential – Internal/Restricted/Highly Restricted 15
  • 16. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Define Your Buyers Journey Oracle Confidential – Internal/Restricted/Highly Restricted 16 Interest Learn Evaluate Justify Purchase
  • 17. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Buyers Journey (example) Oracle Confidential – Internal/Restricted/Highly Restricted 17
  • 18. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Content Audit Oracle Confidential – Internal/Restricted/Highly Restricted 18 • Create a Content Audit Checklist • What do you have? • What do you need? • What can you repurpose?
  • 19. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Map Content to Customer Journey & Persona Oracle Confidential – Internal/Restricted/Highly Restricted 19
  • 20. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 20 Content Types and Metrics
  • 21. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Relevant Content Types (Hint: find what content your buyer persona engages with the most!) Oracle Confidential – Internal/Restricted/Highly Restricted 21 • B2B – Webinars – Expert Interviews – Case Studies – Q&A Sessions – eBooks – Whitpapers – Hangouts • B2C – Blog Posts – Content on Instagram, Pinterest, etc. – Videos on Vine, YouTube – Surveys & Polls – User Generated Content – Contests & Giveaways – Quizzes
  • 22. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 7 Must-Have Content Marketing Metrics Oracle Confidential – Internal/Restricted/Highly Restricted 22 • Website Traffic/Impressions • Content Reach • Content Engagement • Leads Generated/Prospects Acquired • Click-thrus • Lead to Marketing-Qualified Lead (MQL) Ratio • Conversion Rate • Average Deal/Purchase Size • Revenue
  • 23. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 23 Content Inspiration
  • 24. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 24
  • 25. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Example #1 Oracle Confidential – Internal/Restricted/Highly Restricted 25
  • 26. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Example #2 Oracle Confidential – Internal/Restricted/Highly Restricted 26
  • 27. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Example #3 Oracle Confidential – Internal/Restricted/Highly Restricted 27
  • 28. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | • 50 bloggers created posts, photos and videos • Content shared on blogs, social media • Aggregated to Black Box hubpage • Views of site increased 31% • Time on site increased 56% • Social mentions increased 44% • Positive mentions increased 221% • Campaign still producing results – “always on” Example #4
  • 29. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | • Traditional tested recipes cost $500 distributed via ads and coupons • Needed high quality content, distribution at scale, less cost, and more effective at engaging consumers • 180 influencers on blogs and social media • 760K blog post views • 178K pins • 16K clicks to coupons • 7,700 shares • 1,700 tweets • ROI of 3,100% Example #5
  • 30. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | • Engaged influencers on blogs and social platforms • Promote new ID flavors • 7M in reach • 639K views • 21K engagements Example #6
  • 31. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Resources Oracle Confidential – Internal/Restricted/Highly Restricted 31 • Oracle Marketing Cloud – Content Marketing • Modern Marketing Essentials Guide to Content Marketing • Lay Your Groundwork | Persona & Buyer Stage Development • Persona Template Completed • Field Guide to Influencer Marketing • 11 Things You Should Know About Influencer Marketing • 8 Thinks You Can Ask Influencers to do for Your Brand
  • 32. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 32 Holly Hamann Co-founder and CMO TapInfluence Twitter: @HollyHamann Jaclyn Regan Principal Consultant Oracle Marketing Cloud Expert Services Twitter: @JaclynRegan #influencermarketing

Editor's Notes

  1. Holly Slide
  2. Holly Slide Welcome audience script
  3. Holly Slide
  4. Holly to introduce Jaclyn Jaclyn’s Mission statement: I am passionate about one main thing: customer success. I support organizations with marketing automation roadmap development and execution from a strategic, advisory, and technical configuration standpoint.
  5. Jaclyn Slide So why am I here today? TapInfluence has graciously invited me to share my experiences as a Principal Consultant working with numerous Oracle Marketing Cloud customers on their Content Strategy journey. Today I would like to focus on a few key elements: 1. What exactly is content marketing? 2. Key elements needed to develop a content marketing strategy 3. Perhaps a little inspiration to get your organization on the path to creating a new content marketing strategy or re-vamping an existing strategy. Specifically, the groundwork that needs to take place to ensure content is created with a PURPOSE and not created for the sake of just having another piece of content in your content library.
  6. Jaclyn Slide So what is Content Marketing? “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” – Content Marketing Institute Gain Insights from “Digital Body Language” Having a defined content marketing strategy ensures that your clients and prospects will get the information they need to make informed buying decisions. And content marketing works hand in hand with marketing automation systems, because as your prospects engage with your digital content, you’ll gain insight from their digital body language. Using this knowledge, you can communicate with your entire audience (via email or on the web) in ways that are aligned with their interests and business needs. Oracle Marketing Cloud http://www.eloqua.com/resources/best-practices/content-marketing.html
  7. Holly Slide
  8. Jaclyn Slide Content Marketing Dysfunctions/Mistakes Having absolutely no idea who your target audience is or i.e buyer persona Providing content that is of no relevance to your current & future customers Your content marketing is obsessed with talking about your product or service versus how the product or service is going to make someone's life or business better/more successful. *Thing to think about – are you creating more & more content for the sake of “having” content in your library & not addressing or solving problems for your target audience. Leveraging the same messaging & same channels to distribute your content Stray away from strategy (how can we meet our goals?) to a tactic approach (What do we know how to do?) 5. Disregard nurturing your customers & building a relationship throughout the buyers journey
  9. Jaclyn Slide Content Marketing Dysfunctions/Mistakes Having absolutely no idea who your target audience is or i.e buyer persona Providing content that is of no relevance to your current & future customers Your content marketing is obsessed with talking about your product or service versus how the product or service is going to make someone's life or business better/more successful. *Thing to think about – are you creating more & more content for the sake of “having” content in your library & not addressing or solving problems for your target audience. Leveraging the same messaging & same channels to distribute your content Stray away from strategy (how can we meet our goals?) to a tactic approach (What do we know how to do?) 5. Disregard nurturing your customers & building a relationship throughout the buyers journey
  10. Jaclyn Slide Content Marketing Dysfunctions/Mistakes Having absolutely no idea who your target audience is or i.e buyer persona Providing content that is of no relevance to your current & future customers Your content marketing is obsessed with talking about your product or service versus how the product or service is going to make someone's life or business better/more successful. *Thing to think about – are you creating more & more content for the sake of “having” content in your library & not addressing or solving problems for your target audience. Leveraging the same messaging & same channels to distribute your content Stray away from strategy (how can we meet our goals?) to a tactic approach (What do we know how to do?) 5. Disregard nurturing your customers & building a relationship throughout the buyers journey
  11. Jaclyn Slide Content Marketing Dysfunctions/Mistakes Having absolutely no idea who your target audience is or i.e buyer persona Providing content that is of no relevance to your current & future customers Your content marketing is obsessed with talking about your product or service versus how the product or service is going to make someone's life or business better/more successful. *Thing to think about – are you creating more & more content for the sake of “having” content in your library & not addressing or solving problems for your target audience. Leveraging the same messaging & same channels to distribute your content Stray away from strategy (how can we meet our goals?) to a tactic approach (What do we know how to do?) 5. Disregard nurturing your customers & building a relationship throughout the buyers journey
  12. Jaclyn Slide Content Marketing Dysfunctions/Mistakes Having absolutely no idea who your target audience is or i.e buyer persona Providing content that is of no relevance to your current & future customers Your content marketing is obsessed with talking about your product or service versus how the product or service is going to make someone's life or business better/more successful. *Thing to think about – are you creating more & more content for the sake of “having” content in your library & not addressing or solving problems for your target audience. Leveraging the same messaging & same channels to distribute your content Stray away from strategy (how can we meet our goals?) to a tactic approach (What do we know how to do?) 5. Disregard nurturing your customers & building a relationship throughout the buyers journey
  13. Jaclyn Slide Four Key elements that will help you develop a content marketing strategy include: Develop your personas Define your buyers journey Audit your content library Map content to your customer journey & persona Metrics
  14. Jaclyn Slide You need to deliver the RIGHT content to the RIGHT people. If your target audience is: the VP of Sales at an enterprise company you don’t want to create content for a sales coordinator at a startup Developing personas helps you understand the type of content needed What are the pain points you should touch on & help your persona with – SOLVES a problem What might be a key driver in your messaging that resonates with your personas – PROVIDES relevance Where do your personas seek validation? – Provides insight into the CHANNEL that you may use
  15. Jaclyn Slide Since buyers are doing much of their education on your product or service alone it is imperative that you have content that is relevant or speaks to them throughout their journey. What does this mean? Well it means: Answering the buyers questions at each and every stage of their journey
  16. Jaclyn Slide Key Questions: What is your persona’s motivation at each stage? What questions is your personas asking or seeking answers at each stage? Key messages & value propositions Most Likely to Respond to (List Offers) These are call-to-actions you will infuse into your content
  17. Jaclyn Slide Audit your existing content library to understand what pieces support the different buying cycles that your audience needs. This also sheds light on the buying cycles you are lacking content for. Content must be organized around topics that are most relevant to your audience. What does relevant content mean? In short it means understanding and answering questions about your product or service that current or prospective customers have throughout their buyers journey.
  18. Jaclyn Slide Timing—Potential customers want different kinds of content at different stages of their research and purchase process. Similarly, newly engaged clients need different content than those who are deeply familiar with your organization. MAP your Personas against their Buyers Journey and what content will propel them to the next stage in their journey. TIP When mapping your content to your buyers journey, think of 3 main stages EARLY Stage (Interest & Learn) Industry trends, benchmarks, analyst coverage, 101 education, how-to documents MID Stage (Evaluate & Justify) What is the product or service and how exactly does it work? Solution or product comparisons Pitfall analysis Readiness assessments Choosing a vendor LATE Stage (Justify & Purchase) Demos Case Studies How to buy? “What is it like to own X product?” or “what is it like to work with us?” Source: Content Marketing That fuels growth, Ebook, Captorra
  19. Jaclyn to talk about B2B content Holly to talk about B2C content
  20. Jaclyn Slide and Holly *Website Traffic/Reach: This metric measures the total of a company’s website visits, email database, social media following, blog subscribers, and anyone else touching your content or marketing messages. Key: Measures the top of the sales & marketing funnel *Leads Generated/Prospects Acquired Key: A lead who can be contacted can be moved through the buying cycle Click thrus Key: Success of call-to-actions, demonstrates the quality of content *Lead to Marketing-Qualified Lead (MQL) Ratio Key: Effectively measures the movement of a prospect to a marketing qualified lead and potentially a customer (B2B) Conversion Rate Key: Metric that showcases path to purchase (B2C), goal is to achieve the highest possible conversion rate Average Deal/Purchase Size Key: Understanding purchase size by segment can help you tailor your content creation to attract more ideal customers Revenue Measure at the end of your sales cycle but also throughout the month. C-level executives will thank you!
  21. Holly Slide
  22. Jaclyn Slide
  23. Jaclyn Slide Key Takeaways - Allows users to publish content in a channel that they frequent - The Pulse provides users with content that is relevant & accessibility is right at the users fingertips. Allowing users to easily access content that is relevant to them through the right channel is a match made in heaven that LinkedIn has perfected.
  24. Jaclyn Slide Key Takeaways - Farmers has perfected the concept of answering the questions that their customer’s have & how Farmers can help. VERSUS talking about Farmer’s products & Services. As we talked about earlier content should answer questions & solve problems at each stage of our buyers journey.
  25. Jaclyn Slide Key Takeaway Content is easy to navigate from Accounting, Corporate Governance, Finance to Marketing the articles are in-depth yet sucinct. My thought is that we should never stop learning and to challenge ourselves. Therefore it’s a joy to see an educational institute excel with content marketing and making it available for others to access the thoughts & ideas of some of the best and brightest.
  26. Holly’s Slide
  27. Holly’s Slide
  28. Holly’s Slide
  29. Jaclyn Slide