The Key to Creating Amazing Content - 4D Marketing - Gareth Case Presentation at the 2013 B2B...

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4D MarketingThe Key to Creating Amazing Content


IntroductionA bit about me

• 15 years running B2B marketing teams• Global Director of Marketing for Xchanging plc and Xuber• Author of a B2B marketing blog – garethcase.com• Follow me on Twitter - @gareth_case


So you’re probably thinking… WTF IS 4D

MARKETING


It’s a proven methodology to

make your content and campaigns

absolutely bloody brilliant.

Put Simply


I’ve spent 15 years collecting these.


And it saddens me

Because it’s lazy

garethcase.com

And it’s arrogant


And what if I don’t want to read your brochure in the ‘conventional’ way?


The fact is - You’re giving me no choice

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Raise your hand if your company has a corporate brochure or overview.

@gareth_case

Keep your hand up if you have read, in full a company brochure in the past month.


Keep your hand up if it inspired you.

Keep your hand up if you shared it with anyone.


DIMENSION 1 Original Content.

Look around your business. You’ll have more than you think.


This important first step lays a vital foundation.

@gareth_case

DIMENSION 2 Vertical Market.

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This part all about tweaking the content


But this is all a bit 90’sNo?


DIMENSION 3 Job Function.

Time for fine tuning.


No matter what your business is.


Different stakeholders within your customer and prospect bases will have different needs.


DIMENSION 4Media.


We are not all equally receptive to the same types of media.


So why do we force the same types of media on our customers?


AND expect them to engage?


So, the need for differentiation and relevant content has really never been more important


A 4 DimensionalExample

• 1 piece of source content (Company Overview PDF)• 8 vertical markets (Fin/Ins/Ret/Man/T&L/Aer/Hea/Pub• 6 Job Functions (CEO/CFO/CTO/COO/IT Dir/Mar Dir• 8 Media Types

(Brochure/Infographic/Video/Blog/Social/Whitepaper/Animation/DM

• 8x6x8= 384 pieces of content from a single source


384? WTF? When will I have time to even start thinking about it?


In started with…Yep you guessed it. The company overview brochure


We made it highly relevant to the insurance market.


And tuned the messaging for the CEO


Then we turned out an infographic. Same content, same message, different format.


Then repeated steps above – An animation


• Within 1 month of launch• Company Overview PDF – 18 Downloads• Company Overview Infographic – 121 Downloads• Company Overview Animation – 1,283 Views


The message was crystal clear. The company overview brochure was dead (almost). Giving people the choice of how they consume our information was working.


The main reason’s for a 10 fold increase in views for each document? Differentiation and less time require to consume. 2 vital components


• We took it to the next level when we launched Xuber Analytics• Product Fact Sheet on website• Presentation on Slideshare• Infographic on website• Animated Video on You Tube• Series of 5 Blogs on Website• Live Event in London• Press Release and Journalist Engagement• Analyst Reports• Job Function Specific Messaging• All tailored to the UK/US commercial insurance industry• All supported by a Social Content Plan across 8 networks


• Xuber Analytics as a suite of content (and associated thought leadership) is now:• Searchable• Sociable• Distributable• Accessible• Measurable• Visible• Consumable

• Try it – search Xuber Analytics on Google


• Instead of ‘PUSHING’ out Brochures


• We’ve created an engaged, relevant ‘pull’ community


• Xuber Analytics Results• 330,000+ views accumulated across all content• 8 direct sales opportunities• 21 leads in development• £2.3M recognised pipeline opportunity• And when it’s ‘out there’ it’s ‘out there’


Yes, content marketing is driving actual revenue for our business. Remind me, how many deals have you won from your company overview brochure again?


FINAL THOUGHTS


Content marketing executed properly, will provide a better, more measurable ROI than any other marketing activity.


The rise of the Content Marketing Manager is upon us. It will be the fastest growing marketing role of 2014.


Content is almost definitely king. Invest in it. That means your time, your resource & your budget. You have no chioce. Unless you like finishing 2nd.


Content marketing is not to be confused with lead generation. It’s far more powerful.


It doesn’t just influence search engines, it can create communities and unlock new markets, previously inaccessible.


If you don’t take content seriously, really seriously, as a keystone in your marketing strategy, it’s time to re-consider your career.


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The Key to Creating Amazing Content - 4D Marketing - Gareth Case Presentation at the 2013 B2B...

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Transcript of The Key to Creating Amazing Content - 4D Marketing - Gareth Case Presentation at the 2013 B2B...