Sharpen Your Content Efforts for Increased Sales Impact

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Sharpen Your Content Efforts for Increased Sales Impact December 3, 2013 @kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent

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Sharpen Your Content Efforts for Increased Sales Impact. December 3 , 2013. @ kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent. Today’s Discussion. FROM OUR CLIENTS: . We are producing more content, but client engagement is light. Relevance . - PowerPoint PPT Presentation

Transcript of Sharpen Your Content Efforts for Increased Sales Impact

Page 1: Sharpen Your Content Efforts for Increased Sales  Impact

Sharpen Your Content Efforts for Increased Sales ImpactDecember 3, 2013

@kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent

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2@kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent

Today’s DiscussionFROM OUR CL I ENT S :

Relevance We are producing more content, but client

engagement is light.

Sales Buy-InOur 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.

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Give Customers a Reason to Engage

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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%

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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.

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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

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Claiming Ownable ExpertiseWHAT will you say?

Market Need

This is the impact zone

White Noise

Potential for Credible Ownership

Targ

et A

udie

nce

Inte

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?

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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

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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

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Your Sales Force Is Not an Owned Channel . . .

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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%

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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

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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

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Aligning With Sales A realistic approach to collaboration

Owned View Myths Earned View RealitiesSales 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.

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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.

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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

Twitter

LinkedIn

Email

E-NewsletterSEO/SEM

YouTube/ BrightTalk

Sponsored AdvertorialSponsored 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

◦MeasurementTarget Audience(s)

Sales Force

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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

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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

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Thank You

Carol EversenManaging Director, Client ServicesHNW, Inc.155 Avenue of the AmericasNew York, NY 10013p: 212.258.9237

[email protected]@cpeversen

Kevin DarlingtonManaging Director, Client SolutionsHNW, Inc.155 Avenue of the AmericasNew York, NY 10013p: 212.258.9234

[email protected]@kevdarl1