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HOW COMMITTED CONTENT MARKETERS GET REAL RESULTS

EXCLUSIVE WEBINAR

TOMORROW PEOPLE & CONTENT MARKETING INSTITUTE (CMI)

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● Highlights of the Content Marketing in the UK 2017 report● Realization of what commitment actually means● 9 key commitment goals● Key takeaways

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Avoid being a content marketing usual suspect

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Content Marketing in the UK 2017 –Benchmarks, Budgets and Trends

UK Industry Classification

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Does your organization use content marketing?

Percentage of UK marketers using content marketing

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How is content marketing structured within your organization?

UK content marketing organizational structure

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How would you describe your organization’s content marketing maturity level?

How UK marketers assess their organization’s content marketing maturity level

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Approximately, what percentage of your organization’stotal marketing budget (not including staff)

is spent on content marketing?Percentage of total marketing budget spent on UK content marketing

36%

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How UK marketers rate the success of their organization’s overall content marketing approach

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54%are not clear on success

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To what factors do you attribute your organization’sincrease in overall success with content marketing?

Factors contributing to UK marketers’ increased success over the last year

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How would you describe your organization’scommitment level to content marketing?

UK organizations’ commitment to content marketing

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The content marketing commitment curve

● Limited subscribers● No definition of success 46%● No documented strategy● Campaign driven● Less than 20% of budget● Have no or basic personas● Focus on quantity● Opinion driven improvement● Focus on content production● Owned by 1 or 2 individuals● 1 or 2 channel promotion● Limited resource● No automation

● High level of subscribers● Clearly defined success measures● Documented strategy● Managed as a continuous business process● More than 50% of budget ● Deep continuous updated persona

intelligence● Focus on the experience● Data driven improvement● Full organizational buying● Multi-channel promotion● Multi-skilled team (internal & external)● Use automation tools

LOW LOWER MID UPPER MID UPPER

STRATEGYTACTICS

Toe in the water All in

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DIFFERENTIATION

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CONSISTENCY

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9 commitment goals

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BELONGINGContent positioning

OPT-INAwareness

LOG-INCommunity

MONETIZATION

Commitment goal number 1Train for a monetization marathon

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Commitment goal number 2Focus on subscriber loyalty as the root to revenue

LOYAL AUDIENCE

SUBSCRIPTIONS

ADVERTISING/SPONSORSHIP

DONATIONS

PREMIUM CONTENT

CONFERENCE& EVENT

SERVICES

PRODUCTS

CROSS SALE

YIELD INCREASE

DIRECT

DIRECT

DIRECT

DIRECT

DIRECT

WIN

WIN

GROW

GROW

RECURRINGCUSTOMERS

KEEP

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Competitors & pains research

Listening

Business objectives

Content audit

Performance insight

Conversation audit

Trend research

Persona insight

Research Planning Document

Distribution

Paid media program

Channel executions & management

Content Strategy

Outreach hit list

Content Strategy

Briefs & specifications

Final user journey

Production

Content Planning Document

Content Production

Commissioning & Proofing

Internal reviews and amends

Design & client approval

Engagement

Community management

Measurement

Monthly/Quarterly performance review

Performance review

Review Meeting

KEY

Phase

Internal meeting

Activity

Stakeholder meeting

DocumentPrimary research ideas

Performance data

Insight data

Real-time data

Influencer engagement

Listening & monitoring

Amplification (paid, agile)

Content Schedule

Outreach execution & management

Link building executions & management

Automation & workflow management

Content Meeting

Setup & build

Idea Generation Meeting

Defining the Experience

Narrative theme & messaging framework

Channel Framework

User journey

SEO considerations

Content Strategy Document

Commitment goal number 3Design, document and then optimize the “content supply chain”

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Commitment goal number 4Plan to be different, otherwise you never will

How can we interpret the

world around us?

How can we create a purpose

for our ideas?

How can we create a sense

of control?

How can we be remembered?

How personal can we get?

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Mine the gold in the audience dataCommitment goal number 5

Name, Postal or Email Address

Demographics

Clustering Segmentation

Firmographics

Attitudes

Propensities

Behaviours

In Market WHEN

WHAT

HOW

WHY

WHO

WHERE

DEM

AN

D

Ready to act

Known purchases and responses

Includes age, income, occupation

Likelihood of values, beliefs and expectations

Company role or responsibility

Geodemographic or household level

Likelihood to behave in a certain way

5.2m business, 25m workers

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Focus on the “why” & “how” rather than the “what”Commitment goal number 6

USER INDICATORS(For analytics team)

SECONDARY INDICATORS

PRIMARY INDICATORS

(For C-Suite reporting)#Converted leadsTotal cost per lead

Blog subscribersEmail list subscribers

incremental leadsLead source %

Lead qualityCost per lead(each stage)

Cost per visitor

Page viewsVisitors

Visitor trendingTop contentKeywords

Top landing pagesReferrers

A/B testingConversions

PPC bid amountPage rank

Ad quality scoresComments

EngagementBlog traffic

Content sharesEmail subscribers

Followers/likes/+1’s

Survey finding:

Nearly 40% of respondents classed their post-campaignResults analysis as merely“average”

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Focus on the measurement “why” ”

Commitment goal number 6

Control of budget,resources,

expectation

ContinuedBuy-in

Continuousimprovement

Articulating the value

GOAL:

INCREASE LEADS 10%WITH NO INCREASED COSTS

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Focus on the measurement “how”Commitment goal number 6

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Commitment goal number 7Focus on personalization as a strategy to deliver the best experience

An experience where the whole is greater

than the sum of its parts

Recommendations

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Commitment goal number 8Investing in the right quality formats

Interactive playbook

Mobile-led content

Mobile app

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Investing in the right formats – interactive playbookCommitment goal number 8

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Investing in the right formats – mobile-led contentCommitment goal number 8

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Investing in the right formats – mobile appCommitment goal number 8

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Commitment goal number 9Focus 30% budget on paid promotion to accelerate performance

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1. Train for a monetization marathon2. Focus on subscriber loyalty as the root to revenue3. Design, document and then optimize the “content supply chain”4. Plan to be different, otherwise you never will5. Mine the goal in the audience data6. Focus on the measurement of “how” & “why” as much as the “what”7. Focus on personalization as a strategy to deliver the best experience8. Invest in the right formats9. A third on paid media

Key takeaways:

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WE’RE PROUD TO DELIVER CONTENT MARKETING STRAGEGIES FOR SOME OF THE BIGGEST BRANDS ACROSS THE GLOBE

CHECK OUT OUR WEBSITE TO SEE EXAMPLES OF WHAT WE DO AND WHO IT’S WITH