TO A GREATER CONTENTinsightinnovation.org/wp-content/uploads/2017/11/Ada… · · 2017-11-15What...
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TO A GREATER CONTENT Developing a content strategy for MRX
Transcript of TO A GREATER CONTENTinsightinnovation.org/wp-content/uploads/2017/11/Ada… · · 2017-11-15What...
TO A GREATER CONTENTDeveloping a content strategy for MRX
MUSTARDMARKETING.COM 2.
Adam WarnerContent farmer
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What is content?
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What is content?
Content is the medium of the message
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Marketing Build awareness PR, networking, blogs, social media, email marketing, SEO
Build awareness Newsletter, seminar/webinar invite, white papers/e-‐books
Sales Build empathy Individual marketing contact using specific detailed marketing info
Build credibility(educate) Phone call, meeting
Purchase Build trust EvaluateWrite proposal
Sign contract
Account development
Accountmanagement
Prospect
Warm lead
What is content?
REPEAT CUSTOMERS
Lead
CONTACT
CUSTOMERS
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What is content strategy?
Ensuring your content, the medium and
the message, are aligned with your core
objectives, your values, and supports
your overall business strategy
The message should be
driving the media – not the
media being in control of
the message.Kristina Halvorson
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No content strategy?
No focus
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No coherent message
Nodifferentiation
No relevance for your customers
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Content strategy will help you
Provide coherent message
Be relevant
Differentiate yourself from your competitors
Create a high quality content
Establish expertise
Drive business
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-40 -20 0 20 40 60 80
Cus
t. Sa
t ag
enci
esG
ener
alis
t ag
enci
esSp
ecia
list
agen
cies
% change
% change*After inflation; top 4 agencies excluded
Establishing expertise % revenue change 2005-2015*
*Source: Cambiar Consulting
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Creating a content strategy
Where now?
Where to?
Why?
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Where now?
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Where now?Understand your business
Where does your expertise lie?
Which services are most profitable?
Which areas are growing, which are plateauing
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Where now?Understand your market
What is happening in MRX and vertical sectors
What are the key trends
What are the key issuesfacing clients?
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Where now?Understand your market. Future changes in client spend*
-80 -60 -40 -20 0 20 40 60 80 100
F2F Focus GroupsPack testingAd tracking
A&UCopy testing
Brand trackingDigital focus groups
Path to purchaseCustomer experience
Digital ad optimizationIntegration of multiple data streams
Data analytics/mining
% clients doing more or less in next 5 years
More Less*Source: Cambiar Future of Research
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Where now?Understand your competitors
Who are you losing pitches to?
What messages are your competitors focusing on?
What content are they pushing out, through what channels?
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Where to?
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Where to?Company vision
Where do you want to be in five years from now?
Growth?
New products and techniques?
Abandoning old and out of date products?
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Where to?Plotting your company
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Where to?Who are your target audiences?
Focus on 2 or 3 sectors or markets
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Where to?Client persona
Market Research Supplier (panel companies etc...)
Where can we make the most difference• Deep understanding of the market
(their clients)
Client problem• Brand Awareness• Market differentiation• Thought leadership
Budgets• High (investment/VC backing)
Who are we communicating with?• Sales and marketing managers
Personality• Ambitious• High growth targets• Value ROI• Good sales and product
based marketing• Value data capture and lead gen• Selling tools and products rather
than consultancy
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Why?
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Why do you exist?
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Why?Content themes
Create content that provides solutions to client problems
The customer’s goal is not to find you; it’s to find answers
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Why?Channels and resources
Good writers with time to commit
Good content is not an island
Cohesion, repetition and consistency
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Editorial calendar
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Growing your content strategy
Where now?
Where to?
Why?
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Content strategy will help you
Provide coherent message
Be relevant
Differentiate yourself from your competitors
Create a high quality content
Establish expertise
Drive business
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THANK YOU
