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RT
A
SM

The rise of

CONTENT MARKETING
HOW CONTENT MARKETING IS
TRANSFORMING FROM
ART TO SCIENCE
Ad overload	


Channel overload	


Changing Buying Behavior	


Source  :  Qmee	

Buyers  are  using  social  as  filters  to  
cut  information  out  of  the  noise…  	
@tomdebaere
“BUYERS WAIT UNTIL THEY
HAVE COMPLETED 60-80% OF
THEIR RESEARCH BEFORE
REACHING OUT TO VENDORS”.
SiriusDecisions
THE MILLENIAL EFFECT
Use  of  social  media  for  information  or  advice,  by  age	
60	

The  decision  makers  of  tomorrow  	
use  social  more  and  more…	

50	

40	

30	

Use  in  %	

20	

10	

0	

up  to  30	

Source : Buyersphere 2012	


31-­‐‑40	

41-­‐‑50	

51-­‐‑60	

Older
All  of  this  is  
changing  the  
role  of  sales  and  
marketing…	

@tomdebaere
THE LONG
LIST
Marketing
Sales
Longlist
Shortlist
Sale !
@tomdebaere	

This  is  how  you  used  
to  get  on  “the  shortlist”  
of  buyers…
THE LONG LIST

	
That  long  list  is  less  and  less  
influenced  by  marketing  and  
sales.	
So  who  is  influencing  
that  list?
Yep…them  again…	
@tomdebaere
@tomdebaere
We  don’t  trust  CEO’s  or  Marketing,  
but  we  DO  trust  our  peers!  	
@tomdebaere
AND THAT’S
WHY ALL
EMPLOYEES
NEEDS TO
BUILD TRUST…

Customers  and  partners	

>>> TRUST & INTEREST <<<	


Marketing	

Sales	

Production  
&  Logistics	
	
	
	

Customer  
Service	

ALL YOUR EMPLOYEES	


@tomdebaere	

By  answering  questions  to  
technical  and  business  issues
and  that’s  why  Content  marketing  is  
catching  the  a_ention  of  marketers…
@  Coca  Cola…
@  Cisco…
…and  @Google!	
This  is  what  Google  is  doing…	
•  Secure  Organic  Search	
•  Google  Authorship	
•  Panda  &  Hummingbird	
@tomdebaere	

“  Content  is  key  –  clear,  
concise,  informative”	
	
“Write  for  real  people”
Everyone  is  
following  the  
gold  rush…	

©  Velocity
Now,  something  interesting  
is  happening  down  there…	
Backbone	
platforms	

@tomdebaere
6 BILLION $ IN MARKETING SOFTWARE
ACQUISITIONS They  all  happen  to  be  strong  
When	

Buyer	

advocates  of  content  marketing…  	
Seller	
Value	

2010	

IBM	

Unica	

480  M$	

2012,  
2013	

Oracle	

Eloqua,  Compendium,  
Responsys	

1500  +  30  +  871  M
$	

2012	

Microsoft	

MarketingPilot	

?	

2012,  
2013	

Adobe	

Efficient  Frontier,  Auditude,   2500  M$	
Day  software,  Demdex,  
Neolane	

2013	

SalesForce	

ExactTarget/Pardot	

SAP	

Still  has  to  buy	

@tomdebaere	

2500  M$
CONTENT MAKES SENSE
And  in  todays  digital,  content  
and  social  driven  world,  it  
does  makes  sense…  	

@tomdebaere
SMART CONTENT
MARKETING
And  that’s  why  content  
marketing  is  transforming  
from  an  “art”  to  a  “science”…	
…  about  time  you  explain  me  !
PLANNING CONTENT ALONG THE
CUSTOMER LIFE-CYCLE
WHY	
we  solve	

HOW	
we  solve	

WHAT	
we  solve	

MEANINGFUL	

Growing Customers

New Customers

Strangers	


Visitors	


Awareness	


@tomdebaere	

Leads	


Consideration	


Call-­‐‑to-­‐‑action	

©  tomdebaere	

Customers	


Buying	


Call-­‐‑to-­‐‑action	

Promoters	


Impress	


Call-­‐‑to-­‐‑action	

Advocates	


Enthuse	


Call-­‐‑to-­‐‑action	

Advocate	


Call-­‐‑to-­‐‑action
AUTOMATED CONTENT DISTRIBUTION
content	

content	


content	


content	


content	


content	


content	


I’m digging deeper

I’m getting ready
to buy

I’m exploring

@tomdebaere
RUNNING CONTENT MARKETING AS A
BUSINESS
Owned	

•  Conversions,  not  engagement	
•  End-­‐‑to-­‐‑End  tracking	

Paid	

Earned	

•  Agile  Marketing  techniques	
•  Darwin  Analytics	

User  
metrics	

•  Google  Analytics  	
•  Marketing  automation  suites	

@tomdebaere	

©  tomdebaere	

Business  
Objectives
PERSONALIZED AND
AUTHENTIC
•  Context  –  1  to  1  via  data	
•  Integrated  marketing  systems  –  
using  CRM  and  ERP  data	
•  Google  Authorship	

@tomdebaere
CONTENT ITSELF IS CHANGING
Citrix  Project  Accelerator	

• 
• 
• 
• 

Less  focus  on  SEO	
Creativity  as  competitive  advantage	
More  Visual  &  “Snackable”	
Dynamic  Screen  Experiences	

•  “Youtulity”  -­‐‑  Content  tools	

@tomdebaere
NEW CONTENT TACTICS
• 
• 
• 
• 
• 

Big  content  	
Low  effort  content	
Speed  -­‐‑  Newsjacking  /  Real-­‐‑time	
Atomization,  Re-­‐‑Use,  Curation	
“Click-­‐‑baiting”  to  be  avoided	

@tomdebaere
OUTBOUND IS BACK
• 
• 
• 
• 

About  content,  not  products	
Email  remains  key	
Content  promotion  	
Build  your  community	

•  Native  Advertising  for  top  of  
funnel  content	

Content	


©  tomdebaere	

@tomdebaere
FROM PLATFORM SILOS TO
INTEGRATED SYSTEMS
•  Single  marketing  platform	
•  Single  segmentation  	
•  End-­‐‑to-­‐‑End  reporting	
•  Consolidation  is  on  its  way  -­‐‑  
SAP,  Oracle,  Microsoft,  
Salesforce,  Adobe	

CMS	

CRM	

Analytics	

Marketing  	
Automation	

Social  	
networks	

Doc	
Mgmt	

Webinar	
tool	

Lead  	
nurturing	

1	
@tomdebaere
BUILD COMMUNITIES AROUND BRANDS
•  Sounds  very  2008	
•  But  soon  great  content  
won’t  make  it  on  page  3  
of  Google	
•  Own  the  community	

@tomdebaere
WHAT DOES SMART
CONTENT MARKETING
TAKE?
Vision  and  	
Strategy	

Technology	

Culture  &  
organization	

Digital  
marketing  
excellence
www.happifish.be

We  are  HappiFish.  From  Belgium.  	
(You  know,  the  land  of  chocolate  and  beer?)  	
	
We  help  companies  to  create  marketing  that  
people  actually  want.	
	
Because  we  believe  marketing  should  be  
relevant  to  customers.	

P.S.  We  slaved  all  day  over  this  Powerpoint,  for  You.  If  you  like  this  presentation,  
why  not  returning  the  favor  by  visiting  our  site  and  check  out  what  we  do?

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How Content Marketing is Transforming from Art to Science

  • 1. RT A SM The rise of CONTENT MARKETING HOW CONTENT MARKETING IS TRANSFORMING FROM ART TO SCIENCE
  • 2. Ad overload Channel overload Changing Buying Behavior Source  :  Qmee Buyers  are  using  social  as  filters  to   cut  information  out  of  the  noise…   @tomdebaere
  • 3. “BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS”. SiriusDecisions
  • 4. THE MILLENIAL EFFECT Use  of  social  media  for  information  or  advice,  by  age 60 The  decision  makers  of  tomorrow   use  social  more  and  more… 50 40 30 Use  in  % 20 10 0 up  to  30 Source : Buyersphere 2012 31-­‐‑40 41-­‐‑50 51-­‐‑60 Older
  • 5. All  of  this  is   changing  the   role  of  sales  and   marketing… @tomdebaere
  • 6. THE LONG LIST Marketing Sales Longlist Shortlist Sale ! @tomdebaere This  is  how  you  used   to  get  on  “the  shortlist”   of  buyers…
  • 7. THE LONG LIST That  long  list  is  less  and  less   influenced  by  marketing  and   sales. So  who  is  influencing   that  list?
  • 10. We  don’t  trust  CEO’s  or  Marketing,   but  we  DO  trust  our  peers!   @tomdebaere
  • 11. AND THAT’S WHY ALL EMPLOYEES NEEDS TO BUILD TRUST… Customers  and  partners >>> TRUST & INTEREST <<< Marketing Sales Production   &  Logistics Customer   Service ALL YOUR EMPLOYEES @tomdebaere By  answering  questions  to   technical  and  business  issues
  • 12. and  that’s  why  Content  marketing  is   catching  the  a_ention  of  marketers…
  • 15. …and  @Google! This  is  what  Google  is  doing… •  Secure  Organic  Search •  Google  Authorship •  Panda  &  Hummingbird @tomdebaere “  Content  is  key  –  clear,   concise,  informative” “Write  for  real  people”
  • 16. Everyone  is   following  the   gold  rush… ©  Velocity
  • 17. Now,  something  interesting   is  happening  down  there… Backbone platforms @tomdebaere
  • 18. 6 BILLION $ IN MARKETING SOFTWARE ACQUISITIONS They  all  happen  to  be  strong   When Buyer advocates  of  content  marketing…   Seller Value 2010 IBM Unica 480  M$ 2012,   2013 Oracle Eloqua,  Compendium,   Responsys 1500  +  30  +  871  M $ 2012 Microsoft MarketingPilot ? 2012,   2013 Adobe Efficient  Frontier,  Auditude,   2500  M$ Day  software,  Demdex,   Neolane 2013 SalesForce ExactTarget/Pardot SAP Still  has  to  buy @tomdebaere 2500  M$
  • 19. CONTENT MAKES SENSE And  in  todays  digital,  content   and  social  driven  world,  it   does  makes  sense…   @tomdebaere
  • 20. SMART CONTENT MARKETING And  that’s  why  content   marketing  is  transforming   from  an  “art”  to  a  “science”… …  about  time  you  explain  me  !
  • 21. PLANNING CONTENT ALONG THE CUSTOMER LIFE-CYCLE WHY we  solve HOW we  solve WHAT we  solve MEANINGFUL Growing Customers New Customers Strangers Visitors Awareness @tomdebaere Leads Consideration Call-­‐‑to-­‐‑action ©  tomdebaere Customers Buying Call-­‐‑to-­‐‑action Promoters Impress Call-­‐‑to-­‐‑action Advocates Enthuse Call-­‐‑to-­‐‑action Advocate Call-­‐‑to-­‐‑action
  • 22. AUTOMATED CONTENT DISTRIBUTION content content content content content content content I’m digging deeper I’m getting ready to buy I’m exploring @tomdebaere
  • 23. RUNNING CONTENT MARKETING AS A BUSINESS Owned •  Conversions,  not  engagement •  End-­‐‑to-­‐‑End  tracking Paid Earned •  Agile  Marketing  techniques •  Darwin  Analytics User   metrics •  Google  Analytics   •  Marketing  automation  suites @tomdebaere ©  tomdebaere Business   Objectives
  • 24. PERSONALIZED AND AUTHENTIC •  Context  –  1  to  1  via  data •  Integrated  marketing  systems  –   using  CRM  and  ERP  data •  Google  Authorship @tomdebaere
  • 25. CONTENT ITSELF IS CHANGING Citrix  Project  Accelerator •  •  •  •  Less  focus  on  SEO Creativity  as  competitive  advantage More  Visual  &  “Snackable” Dynamic  Screen  Experiences •  “Youtulity”  -­‐‑  Content  tools @tomdebaere
  • 26. NEW CONTENT TACTICS •  •  •  •  •  Big  content   Low  effort  content Speed  -­‐‑  Newsjacking  /  Real-­‐‑time Atomization,  Re-­‐‑Use,  Curation “Click-­‐‑baiting”  to  be  avoided @tomdebaere
  • 27. OUTBOUND IS BACK •  •  •  •  About  content,  not  products Email  remains  key Content  promotion   Build  your  community •  Native  Advertising  for  top  of   funnel  content Content ©  tomdebaere @tomdebaere
  • 28. FROM PLATFORM SILOS TO INTEGRATED SYSTEMS •  Single  marketing  platform •  Single  segmentation   •  End-­‐‑to-­‐‑End  reporting •  Consolidation  is  on  its  way  -­‐‑   SAP,  Oracle,  Microsoft,   Salesforce,  Adobe CMS CRM Analytics Marketing   Automation Social   networks Doc Mgmt Webinar tool Lead   nurturing 1 @tomdebaere
  • 29. BUILD COMMUNITIES AROUND BRANDS •  Sounds  very  2008 •  But  soon  great  content   won’t  make  it  on  page  3   of  Google •  Own  the  community @tomdebaere
  • 30. WHAT DOES SMART CONTENT MARKETING TAKE? Vision  and   Strategy Technology Culture  &   organization Digital   marketing   excellence
  • 31. www.happifish.be We  are  HappiFish.  From  Belgium.   (You  know,  the  land  of  chocolate  and  beer?)   We  help  companies  to  create  marketing  that   people  actually  want. Because  we  believe  marketing  should  be   relevant  to  customers. P.S.  We  slaved  all  day  over  this  Powerpoint,  for  You.  If  you  like  this  presentation,   why  not  returning  the  favor  by  visiting  our  site  and  check  out  what  we  do?