Post on 19-Aug-2015
Welcome ToNew York
AGENDA !
Two Things:1.Quick Housekeeping 2.The State of Content Marketing 3.Beginning Your Mission !
WIRELESS PASSWORD
#CMWORLD
PERCENTAGE OF B2B MARKETERS USING CONTENT MARKETING
Only 42% believe theircontent marketing is effective
PERCENTAGE OF B2B MARKETERS HAVE A DOCUMENTED CONTENT
MARKETING STRATEGY
Producing Enough Content
WHY?
Enabling Women to Have More Quality Time with Their
Families
Enabling Teen Girls to Be More Confident with
Their Bodies
Helping Men Become Better Men
Help Engineers Answer the Most Challenging
Industrial Solder Questions
Think About Your Content Marketing Mission
Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
1. Core Target Audience 2. What Will Be Delivered 3. The Outcome for the
Audience
Welcome ToNew York
The true challenge is the pressure of executing fast and chaotic change while simultaneously delivering increasingly profitable, data-driven results.
marketing leadersfeel the pressure
“on the clock”
CMO’s feelthey don’t
have the right people
CMO’s feelunready for technology
... and yet...
“Content Marketing will have huge effect. We have to figure out how to stay relevant and engaging.”
CMO Fortune 500 CPG Company
They’re not unaware.
!
!
They’re just wrong.
“You may hate gravity. But gravity does not care.” - Clayton Christensen
30 Demo Requests - 6% Conversion Rate
10 Demonstrations - $300 / Demo
1 Customer - $3,000 Cost Per Customer
50,000 Impressions1% CTR - (500 Visitors)
$6.00 CPC
75 Downloads - 30% Conversion Rate ($20 ea)
9 Demonstrations - $300 / Demo($166)
3 Customers - $500 Cost Per Customer
50,000 Impressions.5% CTR - (250 Visitors)
$6.00 CPC
One Year Later: !
Organic Traffic - 30%Engagement +150% Inbound Links: +40%
Social Sharing +100% Sales +185%
B2B Training Software Company !
8 Months Later - Customer Acquisition: !
1.2x the cost 1.5 x as long…. !
!
……..wait for it
B2B Training Software Company !
8 Months Later - Customer Acquisition: !
Spent 2x as much Stayed 5X as long 2X more likely to share !
!
Thought'Leadership' Storyteller'
Meet'Demand'
Create'Trust'
Nurture'Change'
“You;lity”'
Be'Found'
Generate'Awareness'
SEO'Inbound'Marke;ng'
Creates'Demand'Differen;ates'
Creates'Evangelists'
Changes'Beliefs'
Awareness'Builder'
Thought'Leadership' Storyteller'
Meet'Demand'
Create'Trust'
Nurture'Change'
“You;lity”'
Be'Found'
Generate'Awareness'
SEO'Inbound'Marke;ng'
Creates'Demand'Differen;ates'
Creates'Evangelists'
Changes'Beliefs'
Awareness'Builder'
Financial Services Strategy Firm !
The Plan • Website: Daily - 3 “How To” Articles • Blog: “The World’s Largest FAQ” Post • Social: Daily posts on FB, Twitter Etc.. • LinkedIn: Company Page, Blog Posts
!
From Good to Better: !
• SEO Results: Top 10 across 20 keywords • Websites - 25% increase in traffic • Blog: 100% increase in traffic • Social: Thousands of likes, 5K followers
!
!
Financial Services Strategy Firm !
The Plan • More traffic didn’t actually = better results • SEO results are great - but who cares? • Realized - Less content and more
“tentpole pieces” and re-use provided better quality traffic, helped sales more.
!
From Better to Great: !
• Research studies (6-8 weeks of production) • Aggregate client data (quarterly, yearly) • Industry/Influencer expertise
!
!
Thought'Leadership' Storyteller'
Meet'Demand'
Create'Trust'
Nurture'Change'
“You;lity”'
Be'Found'
Generate'Awareness'
SEO'Inbound'Marke;ng'
Creates'Demand'Differen;ates'
Creates'Evangelists'
Changes'Beliefs'
Awareness'Builder'
Thought'Leadership' Storyteller'
Meet'Demand'
Create'Trust'
Nurture'Change'
“You;lity”'
Be'Found'
Generate'Awareness'
SEO'Inbound'Marke;ng'
Creates'Demand'Differen;ates'
Creates'Evangelists'
Changes'Beliefs'
Awareness'Builder'
Financial Services Strategy Firm !
• Average Approx 100 Subscribers • Passionate Subscribers • Top 5 reason for renewal • 4 New engagements from new clients
!
!
• “You Are The Program” Conference • 150 Attendees (Limited) • Waiting list now • 25 new projects (hallway conversations)
!
!
Thought'Leadership' Storyteller'
Meet'Demand'
Create'Trust'
Nurture'Change'
“You;lity”'
Be'Found'
Generate'Awareness'
SEO'Inbound'Marke;ng'
Creates'Demand'Differen;ates'
Creates'Evangelists'
Changes'Beliefs'
Awareness'Builder'
The New Muscle !
!
!
Not Describing Our Becoming The
DEVELOP TWO IDEAS !
A FIRST STEP - IMPROVEMENT TO AN EXISTING APPROACH !
!
!
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AN IDEA FROM GOOD TO GREAT OUT OF THE BOX
Jason Miller Senior Mgr. Content MarketingLinked-In !
Amanda Maksymiw Content Marketing Manager Lattice Engines !
Sarah Skerik Vice President, Content Marketing PRNewsire !
!
Michael Gerard CMO Curata
560 / Day !
3,000 / Day !
13,000 / Day !
In 2014 it’s the relationship that matters. We have to not only GRAB attention from the audiences that matter. We have to hold it, so that WE matter to them. !
1,800,000 Views 6 Years Human Time
185,000,000 Views 1,200 Years Human Time
16 Years Human Time How will we ever get that many....Every Hour...
Avg. <7,000 Views
The Network Effect
New Audiences For Blog
Direct engagement with specific customers AT&T New York Times, Verizon
1st Cisco content aired on TV – For Free
1,800,000 Views But Only 1 Counted
Prod. Dev. R&D People Procurement
CUSTOMER: CEO’s Associations Food Magazine Editors Chefs / Bartenders Planners
A Different Story: Instead of creating content trying to influence the Product Development people. !Create content around being a “taste-maker” and influence Chefs and Bartenders about the newest flavors that are becoming Hip.
AUDIENCE:
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Technology company..... !
The Windows Integrated Management Program (The WIMP) !
?? Audience Personas
Welcome To Wimpy Tech
!
!
Meet Jeremy !
• Mid 30’s – Coffee lover • Works at a bank • Responds to email; phone not so much. • Frustrated because his company is growing too fast to keep up with support
• Young, family man
• Sales USP: Enable Jeremy to be 25% more effecQve!
• Personal (Audience) UVP: Give me more Qme to be me!!
Let’s Get To The Personal UVP
!
!
Meet Cheryl !
• CFO for the bank -‐ actually signs the check for Wimply Tech •Sales USP: Save hundreds of thousands of dollars • Personal UVP: Make me a CFO Rockstar in my industry
Let’s Get To The Personal (Audience) UVP
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Who Else? !
• Who else might be an influencer / audience persona? • While you think... Maybe some other examples...
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The Keys To Audience Personas
• Detail -‐ make them real people • Understand their moQvaQon • What is VALUE for them • What EMOTIONAL CONNECTION can we make with them?
Let’s Get To The Personal UVP
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!
Put your reporter hat on... !
• WHO is the persona ... emoQonally adached • WHAT does he/she do? What does her day look like? • WHERE is the gap in his needs/wants? Even beyond our product or service? • WHEN do they need to close this gap? • WHY does he care about US -‐ Not our product!
!
Go Get The Real Story
• Volunteer*to*go*on*the*Summer*“Get*To*Know*Ya”*Tour*• Visited*30*Customers*in*10*ci?es*over*12*Weeks**• NOT*About*Product*–*About*Connec?on*• Discoveries*Galore…*Photos*Galore…*Stories*Galore…*• They*didn’t*care*about*75%*the*stuff*we*were*talking*about.*• Wanted*us*to*help*them*with*adop?on*programs….**More*FUN*
One innovative example…!
“Today, TV is a bigger business than the old narrowly defined movie business ever was. !
Had Hollywood been customer-oriented (providing entertainment) rather than product oriented (making movies), would it have gone through the fiscal purgatory that it did?” !
- Theodore Levitt Marketing Myopia
“People don’t buy WHAT you do, they buy WHY you do it.”
- Simon Sinek
“The king walked through the misty forest, the prince walked through the misty forest and the queen walked through the misty forest.”
- Plot
as they danced... the trees transformed into giant dragons.....”
“The king walked through the misty forest, followed by the queen and prince who danced through the misty forest...
- Story
Modular Data Centers !
Typical Services Methodology: Plan, Design, Build, Maintain !
Benefits/Features We’re Better, We’re Faster, We’re Cheaper
Getting to why.... !
Content Marketing Program: Directed at the IT (CIO) side of the business. !
Topic/Idea: Modularized Data Centers: The Future
!
!
Blogs talking about how they work Show success stories about them... case studies Cool video of time lapse of building one... How our company does them faster... Types of infrastructures - detailed specifications...
Using the 5 why’s.... !
Content Marketing Program: Directed at the IT (CIO) side of the business. !
Topic: Modularized / Containerized Data Centers: The Future !
Why is this topic importantto CIO’s
Because our MC Data centersare less expensive and more agile than traditional data centers
Using the 5 why’s.... !
Content Marketing Program: Directed at the IT (CIO) side of the business. !
Topic: Modularized / Containerized Data Centers: The Future !
Why is it important for CIO’s to have less expensive and more agile data centers?
Because the needs of computing in the business are rising exponentially, and CIO’s need to have faster/less expensive ways to manage their costs
Using the 5 why’s.... !
Content Marketing Program: Directed at the IT (CIO) side of the business. !
Topic: Modularized / Containerized Data Centers: The Future !
Why is it important for CIO’s to know about ways to manage costs and be faster?
Because if they stay current with these future trends, then they can expand their business more quickly and have a competitive advantage.
Using the 5 why’s.... !
Content Marketing Program: Directed at the IT (CIO) side of the business. !
Topic: Modularized / Containerized Data Centers: The Future !
Why is it important for CIO’s to about how future trends can give their business a competitive advantage.
Because if they don’t stay ahead of the curve, their company may go out of business, or they may be out of a job.
Using the 5 why’s.... !
Content Marketing Program: Directed at the IT (CIO) side of the business. !
Topic: Modularized / Containerized Data Centers: The Future !
Why is that important to CIO’s?
Because their livelihood depends on having this knowledge.
And Now A Bit Of Magic... !!!We believe in the office of the CIO !
But things are changing fast - and in order for them to stay competitive on the job market, they must stay ahead of the curve or they (or their company) will be out of business. !
So, we help them stay current by delivering the most important future trends to help them expand their business and create competitive advantage. !
The needs of business computing are rising exponentially, and CIO’s must keep up with ways to do things faster, and less expensively. !
Modularized, Containerized Data centers - and the trends and best practices in deploying them are a powerful new way for the CIO to stay competitive.
5
4
3
2
1
Getting to why.... !
Content Marketing Program: Directed at the IT (CIO) side of the business. !
Topic/Idea: The Lean And Mean CIO !
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Why You aren’t ready for a mission critical business? CIO Profiles: The missing component from a mission critical career?
Is Big Data Portable - Smart CIO’s Are Making Big Data Smaller.... Are YOU ready for Global data management
GET TO THE STORY !
Take One Of Your Ideas From Before Decide on an audience persona for whom you will develop this. !
Find a partner, and go through the “5 Why’s”. Get to your deeper story. !
!
Develop your pitch. !
1. What’s the story. 2. How does it work across channels
and across functional areas. 3. Bonus for mixing models across
groups and channels !
!
Chief Content Officer
Managing Editors
Content Producers
Chief Listening Officers
Content Creators
!
1. Build the collaboration first - then the structure.
2. Find the “pockets of excellence” and build on them.
3. One house. One streetone neighborhood.
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!
The editorial calendar within…
The editorial calendar within… !
The marketing calendar…. !
Within…
Master Calendar
Channel Calendars
A good EC is more than just slotting random content into a datebook. !
Maps to the story, our personas, the engagement cycle and our overall goals. !
It gives us the ability to plan, react and keep on track with measurement. !
Collaboration tool for other members of the team.
Prioritized list of what/when/where you are publishing based on story map. !
Assigned Managing Editor / Content Creator. !
Dates - creation, due, finalize, legal, archive etc.. !
Metadata for insight and organization - could be personas, engagement cycle, legal etc.. !
Goals Can Be Set By Content by Persona Etc.. !
An integrated editorial calendar Enables you to see where the content marketing is, or isn’t having effect.
Month&1&&&& Month&2& Month&3& Month&4& Month&5& Month&6& Month&7&
Act&2&“Establishing&Vision”&
&The&New&Way.&Focus&on&“best&pracCces”.&&&
&Introduce&Social&Web&
ConversaCon&–&Challenge&the&status&quo.&We’re&facing&the&challenges&
Act&3&“Victory&L&The&New&World”&
&“We’re&here.&
Success.&&We’ve&met&the&
challenge.&Case&studies,&
interviews&
Cross&The&Threshold&
Product&:Launch&
Editorial&V
elocity&
Act&1&“Establishing&Hero”&
&
Focus&on&“customer&pain”.&What&the&ordinary&world&is&dealing&with&
&But&There’s&A&New&Way…&
Take your “pitch idea” and start your story map. What does it look like? !
Identify phases, rollout among channels and identify the metrics for success. !
It becomes your pitch to the CEO for taking your content marketing to the next level.
“The big question is whether you are going to be able to say a hearty yes to your adventure.” !
“The goal of life is to make your heartbeat match the beat of the universe, to match your nature with nature.”
BUT IT HAS TO BE TRUE
70/20/10 Investment Model !
Jonathan Mildenhall, Worldwide VP of Creative
Coca Cola