Content Marketing Survival Tips - #SPARK15

1 Copyright © 2015 Deloitte Development LLC. All rights reserved.
CONTENT

The right audience segment(s)

The right channels

The right time

DETERMINE CHANNELS
Establish channels best
suited for content and
audience
PLAN
• Identify goals
• Document your
strategy
DEVELOP
CONTENT
Create content with
target audience in
mind
TARGET AUDIENCE
Specify the intended
audience (e.g., role,
industry)
PUBLISH / DEPLOY
• Share content via
channels
• Consider internal and
external audiences
MEASURE
Determine what
is working
CURATE
Organize and
house content
Content marketing: Simple in theory, difficult in
practice

Deloitte’s approach to content marketing
Content marketing =
Thought leadership

What is thought leadership?
Thought leadership allows an organization to frame its
business capabilities, experience, and intellectual capital in
the context of business issues that matter to clients,
prospects, talent, and other important stakeholders.
More than marketing collateral
Value-added content
Standalone value
Increasingly diverse formats;; not just white papers
Forward-looking;; not just an explanation of what has
happened

What’s the value of thought leadership?
Relationships
Revenue
Reputation Shapes a firm’s brand and reputation
Builds and enhances the value of a firm’s
client relationships
Drives revenue by putting the firm in
contention for more work

In today's information-
flooded world, the
scarcest resource is
attention, not ideas or
talent.
The attention economy

We suffered from this
problem in spades –
high spend, low ratings,
internal and external
feedback that we’re not
known for our insights.

Relevant
• Clear point of view
• Action-oriented
Credible
• Anchored in research and
experience
• Authored by reputable and
credentialed practitioners
Practical
• Compelling formats
• Accessible/digestible
• Novel
• Well-written
Appealing
Deloitte clients anticipate content that is:
- Targeted to specific audiences
- Linked to business issues that matter
- Written with a clear point of view
- Action-oriented
- Anchored in research and experience
- Authored by reputable and credentialed practitioners
- Presented in a compelling format
- Well-written and novel
Relevant
Practical
Credible
Appealing

Our quantity overwhelmed our quality
2,850
Just Because You Can, Doesn’t Mean You Should

Our formats were dull and unappealing

It was difficult to find our thought leadership

We weren’t reaching our clients

It took
us so
long to
publish
It took us too long to publish

We weren’t known for distinctive points of view

Deloitte’s thoughtware strategy
Improve quality
Focus on key issues
Create a new publishing platform
Collaborate relentlessly
Measure what matters
1
2
3
4
5

Copyright © 2014 Deloitte Development LLC. All rights reserved.20
Improve quality
• Novelty: The potential for
thoughtware to augment the existing
literature and intellectual
conversation on specific issue.
• Validity: The logical cohesiveness
and analytical rigor of thought
leadership as reflected by the
various research methodologies
used.
• Utility: The degree to which readers
are able to act on what they read.
• Voice: The degree to which a
thoughtware’s structure, length, and
tone are appropriate to the topic,
audience, and objectives.
Eminence
quality
Novelty
Validity
Utility
Voice

Focus on key issues

Collaborate relentlessly

Media Hits
Engagement
Reach
• People reached (e.g., social media reach, website
hits, clicks from posts and tweets, reach of media)
• Readers (e.g., book sales, downloads)
• Interviews
• Media mentions (e.g., TV, articles)
• Likes and shares
• Client conversations
• Opportunities identified
Reviews
• Ratings and reviews
• Recommendations
• Recognition and awards
• Speaking engagements
• Success stories/anecdotes
Share of Voice
• Percentage of mentions vs. competitors
• Percentage of reach and engagement vs. competitors
• Rankings and reviews vs. competitors
Measure what matters

Imprint
Colophon
Visual identity
Brand
Curation
Create a new publishing platform
Video

Test and learn
MOOC – 3D opportunity: The course on
additive manufacturing for business leaders
AMBASSADOR
PROGRAM

We are making great progress
146k+ page views
29k SlideShare views
13k video views
196k+ page views
80 media placements
~3M impressions
50k page views
17 media placements
30M impressions
#18
in FY11
#2
in FY15
#1 Business Book
on Globe and Mail
34M+ media
impressions
2k+ mentions
Axiom award
Small Business
Book award
8 top book lists
147M+ media reach
40M+ social reach
Improved
Ratings
High Audience Engagement
Noteworthy Awards

Innovative Delivery Platforms
Significant Client Interactions
Branding Linkages

#2 Overall
Source for Consulting
publishes 2nd annual
study on the impact
and distribution of
thought leadership
#2 Choice #2 Impact
#2 Consumption
respondents read
thought leadership from
Deloitte in the last 12
months
July 2015 research study shows Deloitte #2 in Impact of Thought Leadership
respondents would
choose to read
Deloitte thought
leadership over others
respondents said they
read thought leadership by
Deloitte and it had a
positive impact

Campaigns - “big” ideas we want to own in the market

Industry-Aligned Eminence
Campaigns take our eminence from scattershot to
focused and increase our impact in the marketplace
Leading collection on DU Press
30,000+ hours of external interaction
Internal and External Collaboration
Significant Client InteractionsMassive Open Online Course (MOOC)
Additive Manufacturing campaign

Campaigns require compelling topics, clear target
audiences, and tightly coordinated suites of content

Internal and external collaboration improves content
and reach
Ecosystems help us develop, deliver, and amplify content.

Campaign Components
Campaign content is delivered via traditional and
innovative formats and channels
MOOC
Blogs
Infographic
Video
Articles

The AM MOOC broke new ground for Deloitte
thought leadership
• First ever massive open online course
(MOOC) offered by a professional
services firm
• Collaborations accelerated progress,
reduced costs, enhanced content, and
expanded reach
• 12,000+ people registered from 73
countries;; above average course
completion rates
Course quality “in the top 5%” of all MOOCs
Co-founder Amin Saberi
Winner: Other Digital Marketing Tools
Podcast, Video Webinar, Wiki
Application

And position Deloitte to help shape how leaders
think about important issues
• America Makes is the most influential U.S. public-private partnership for
advancing additive manufacturing;; Deloitte is the only professional services
firm that is a platinum sponsor of America Makes
• Deloitte collaborated with America Makes on the AM MOOC, thereby
enriching the quality and credibility of the course and solidifying our
relationship with America Makes
• Deloitte is now the only professional services company serving in these
capacities – an unprecedented opportunity to grow mindshare and market
share in AM
‒ Access potential clients
‒ Promote insights
‒ Influence the evolution of AM technology
Additive Manufacturing and America Makes

What we’ve learned over the past four years:
1. Find your voice
2. Experiment endlessly, but test rigorously
3. Collaborate relentlessly
4. Win hearts and minds with a campaign mindset
5. Creative and content quality both matter
6. “Go to school” on the competition
7. Outsource insights at your own risk
8. Never yield when it comes to quality
9. Deploy, deploy, deploy
10. Don’t add to the noise;; just because you can,
doesn’t mean you should

This publication contains general information only and Deloitte is not, by means of this publication, rendering accounting, business,
financial, investment, legal, tax, or other professional advice or services. This publication is not a substitute for such professional
advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before making any
decision or taking any action that may affect your business, you should consult a qualified professional advisor. Deloitte shall not be
responsible for any loss sustained by any person who relies on this publication.
About Deloitte
Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of
member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/about for a detailed
description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms. Please see www.deloitte.com/us/about
for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be availableto attest
clients under the rules and regulations of public accounting.
Copyright © 2015 Deloitte Development LLC. All rights reserved.
36 USC 220506
Member of Deloitte Touche Tohmatsu Limited

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