Post on 23-Jun-2015
description
#digitalpresencechat #cmworld
“Mixing Art and Science for Content Marketing Success”
Jeff Freund
VP and GM, Web Content Management Limelight Networks
#digitalpresencechat #cmworld jfreund@limelight.com
jefffreund @jeff_freund
#digitalpresencechat #cmworld
Why are we here?
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Fun Parties?
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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! ]
#digitalpresencechat #cmworld
Hear Captain Kirk talk about “Enterprise” Marketing?
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The Real Reason…
Content Marketing is an Emerging, Critical Business Function
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Content Marketing Focus Today • Hiring / growing a team • Building scalable and repeatable
processes • Improving results • Maximizing return on investments being
made
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There are Challenges • Lack of organizational understanding • Lots of dependencies • Demanding time schedules • High levels of collaboration and
coordination required • Multi-disciplinary
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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…
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Part I: The Art
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Provide Content that:
Presents company brand
Informs audience about products and
offerings
Establishes trust / credibility
Drives revenue, satisfaction and leads
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1. Make it Engaging • Story Telling • Relevant to Audience • Expresses a Point of View • Shares Insights • Original Thinking • Multimedia / Video
#digitalpresencechat #cmworld Google: Cookie Monster IBM
1967
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Corning: A Day Made of Glass
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2. To Inform, Be Informed! • Always be listening • Always be reading • Always be thinking • Always be collecting tidbits • Make the connections
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3. Always Align with Core Messaging
Differentiated and Compelling
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4. “Provide” Content • The Art of Content Marketing isn’t just
about just creating it yourself… – User Generated – Found – Curated – Repurposed
[ Remember: “Always be reading” ]
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• UGC Contest • Tapped into existing
audience • Drove thematic
engagement
• Highest viewership of a premiere ever for A&E
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Part II: The Science
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Influence Business Results
Right Content
Right People
Right Time
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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)
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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
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Know Your Market Segments
Manufacturing Financial Services
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Map the Buyer’s Journey
Sea
rch
Eng
ines
Pre
ss R
elea
ses
Ana
lyst
Rep
ost
Blo
gs
Tes
timon
ials
Soc
ial N
etw
orks
Web
inar
s
Pod
cast
s/Vi
deos
Sol
utio
n O
verv
iew
s
Cas
e S
tudi
es
Pro
duct
Spe
cs
Com
mun
ity C
onte
nt
Loosening the Status Quo
Committing to Change
Explore Solutions
Commit to a Solution
Justify the Decision
Make a Selection
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Conduct an Audit (and repeat!) • Map Content to Personas and Buyer’s
Journey • Identify gaps AND • Identify opportunities AND • Inspect what is successful
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Context Matters!
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Context is Multi-Faceted
Environment
Profile Interactions
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Seems like “Magic”…
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But it doesn’t need to be “Magic”
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• Danger in doing nothing
• Danger in being too narrow and deep
• Don’t Reinvent
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
Sources of Insights
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Bringing it Together for Success
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Content is a Team Sport
Marketing Strategy Creative Production Project
Management SME’s
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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”)
Defined Need Creative Brief Production Buy-in Final Product
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Deadlines Required
[ Note: “Always be collecting” ]
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• Art: providing engaging content to influence results
• Science: getting the right content to the right people at the right time
• Success: repeatability, predictability
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Standard & Poor’s: The Art
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• Trending Topics
• Geographic consumption data
• Key Videos to Translate
Standard & Poor’s: The Science
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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
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Success Will Look Like: • A strong multi-disciplinary team • Repeatable processes • Increased productivity • Improved results • Higher return on investment
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Thank You!
Questions?
Jeff Freund jfreund@limelight.com
jefffreund @jeff_freund