Sharpen Your Content Efforts for Increased Sales Impact December 3, 2013 @kevdarl1 @cpeversen...
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Transcript of Sharpen Your Content Efforts for Increased Sales Impact December 3, 2013 @kevdarl1 @cpeversen...
Sharpen Your Content Efforts for Increased Sales ImpactDecember 3, 2013
@kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent
2@kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent
Today’s Discussion
FROM OU R CL I ENT S :
Relevance We are producing
more content, but client engagement is light.
Sales Buy-In
Our sales force feels our content is out of sync with
their daily discussions.
AmplificationEven when we do
create great content, no one is finding it.
Give Customers a Reason to Engage
4@kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent
FiServ Marketers
WEALTH MANAGEMENT, ASSET MANAGEMENT, INSURANCE
Source: HNW 2014 Marketing trends survey
We are producing more content, but
client engagement is light.
57% of our clients report they will be increasing their 2014 budget allocation for “content
marketing” compared with 14% increasing advertising.
report their biggest 2014 marketing challenge will be developing relevant and timely content.
43%
5@kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent
Current Content StrategiesA Deliverables Orientation
Sales Support
Relationship Content◦ Events◦ Proposals◦ Pitchbooks
Product Collateral◦ New product launches◦ Fund details◦ Client brochures◦ Worksheets
Limited Social Support
Brand Development
White Papers Offer opinions on relevant hot topics. Distribute via social, Web and PR.
6@kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent
A New Content Strategy FrameworkTactical deliverables stream supplemented by ownable topical leadership
Longer Term
Sales Support
Relationship Content◦ Events◦ Proposals◦ Pitchbooks
Product Collateral◦ New product launches◦ Fund details◦ Client brochures◦ Worksheets
Leads from earned media
Brand association drives sales dialogue
Brand Development
Hot topicsRelevant topical ownership
Near Term
7@kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent
Claiming Ownable ExpertiseWHAT will you say?
Market Need
This is the impact zone
White Noise
Potential for Credible Ownership
Targ
et
Au
die
nce I
nte
rest
Low High
High
Competitive Parity
MarketableExpertise
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Establishing Unaided AssociationWhy is it so difficult?
Media and Competitive Content Clutter
The Google Effect
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Topic Evaluation CriteriaChoosing topics wisely is key.
Business Connection
Audience Value
Uniqueness
ROI
A question for marketing and sales.
What business goal does this support?
Is the information or POV common?
What is the shelf life and expected return?
10@kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent
How Do You Say It?Translating ownable expertise into effective thought leadership requires a mix of content types.
Type Goal Shelf Life
Evergreen Content that provides general insights and education on “staple” topics. Retains its appeal or interest over a long period.
12+ months
Reactive Content in response to an external event, data release or other occurrence that could affect markets.
1–2 weeks
Forward-looking Content based on observances and trends that offers authoritative analysis of how future macro-factors could affect investors.
3–4 weeks
11@kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent
Companies that make billion-dollar decisions based on gut instincts rather than predictive analytics of big data will be losers in the new economy. . . . Data is the new natural resource.*
“* IBM CEO Ginny Rometty, featured speaker at the Council on Foreign Relations 2013 Corp. Conference. ”
IBM: Big DataA long-term commitment that pays off
Your Sales Force Is Not an Owned Channel . . .
13@kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent
FiServ Marketers
Source: 2013 Richardson Content Marketing and Sales Effectiveness Survey
Sales feels our content is out of sync with their discussions.
of sales reps and more than one-third of managers do not understand their firm’s
content marketing strategy.
report that they do not believe the content their firm produces is valuable to customers.
35%
46%
14@kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent
Channels and Your Sales Force
Typical View
Sales Force
Paid Owned Earned
Traditional advertising, SEM, DM, advertorial
Brochures, newsletters, websites,
microsites, mobile apps
Social following, blog mentions, PR,
speaking engagements
15@kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent
Channels and Your Sales ForceIf sales is not buying your strategy, they won’t leverage it with clients.
Sales Force
Accurate View
Paid Owned Earned
Traditional advertising, SEM, DM, advertorial
Brochures, newsletters, websites,
microsites, mobile apps
Social following, blog mentions, PR,
speaking engagements
16@kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent
Aligning With Sales A realistic approach to collaboration
Owned View Myths Earned View Realities
Sales will use the content marketing provides.
Sales will use what “works.”
Marketing will determine the appropriate topics.
Marketing and sales iterate to optimize the right mix.
Content strategy is explained to sales.
Content strategy is sold to sales.
Content campaign du jour!Sales buy-in takes time and commitment.
17@kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent
5 Steps to Sales Engagement
$ Content strategy starts with the business and sales goals, NOT a white paper.
It is “game over” if the heads of sales and marketing are not aligned.
Balance the scales between brand development and sales support.
Make it easy to cascade to their clients.
Recognize that sales knows their clients best—let them call key content distribution shots.
Amplification
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Amplification
What marketers are preparing:
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Amplification
What the audience is consuming:
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The Anti–White Paper Approach?
Large
Medium
Small
Article/ Blog Post
Tweet Linked Post
Newsletter Feature
Banner Sales Idea
Webinar
Video W. Paper
Research Paper
Research E-Book
Website Post
E-Newsletter
SEO/SEM
YouTube/ BrightTalk
Sponsored Advertorial
Sponsored Webinar
Press Release
Co-Marketing
LOW HIGHEffort Continuum
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Sales-Driven Content Marketing
Must-Haves for FiServ:
◦CRM integration
◦Contextual content organization
◦Single-stop, multichannel
◦Seamless compliance
◦Measurement
Target Audience(s)
Sales Force
Example
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Analytics: The Real-World Use of Big Data
IBM: Big Data
Visibility: A single content asset, multiplied and amplified.
◦ Clear audience versioning (retail, financial, consumer) and segment publishing strategy.
◦ Pervasive promotion across paid/owned/earned channels.
◦ Content sliced and diced for deep and shallow levels of engagement.
◦ Originally published in October 2012, content still published one year later—down to tweets of individual data points.
Retail
Financial Services
Consumer Products
25@kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent
Measures of SuccessLong-game metrics require additional measurements.
Asset-Driven Brand LeadershipOpen rate Brand association with theme(s)
Click-through rate Attitude about firm as a leader in topical space
Engagement—calls to action Proactive media contacts on owned topics
26@kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent
Thank You
Carol EversenManaging Director, Client Services
HNW, Inc.155 Avenue of the AmericasNew York, NY 10013p: 212.258.9237
[email protected]@cpeversen
Kevin DarlingtonManaging Director, Client Solutions
HNW, Inc.155 Avenue of the AmericasNew York, NY 10013p: 212.258.9234
[email protected]@kevdarl1