23/04/2015

B2B  marketing  Belgium  Conference  2015 @tomdebaere

ORGANIZING FOR CONTENT

#B2BBelgium2015

THE DREAM…. PUBLISH AMAZING CONTENT BEAUTIFUL & ENGAGING NEW LEAD OFFERS EVERY WEEK NEWSJACK USE MODERN CONTENT FORMATS

Publish  when  time  permits Boring  images  on  social  media   New  lead  offers  every  quarter Newsjack  2  weeks  after  news 12  months  behind  new  trends

REALITY

Strategy Organization People Process Technology Culture

DIMENSIONS OF CONTENT MARKETING COMPLEXITY

EVERYONE IS INVOLVED

WHERE DOES CONTENT LIVE ?

E-­‐‑mail Social  media Website Advertising Print

EVEN MARKETING IS NOT ALIGNED

Ge+ing  buy-­‐‑in Budget C-­‐‑level Team

Bridging  silos Buyer  centric  strategy Company  wide  orchestration Budget  allocations Governance

TYPICAL CHALLENGES

Closing  the  skills  gap Editorial  process Optimize  content  for  channels Repurpose  content

Activating  employees ScaOered  throughout  organization Different  priorities No  writers Wrong  Culture

HOW TO ORGANIZE

Organization Governance Methodology

THE KEY TO CONTENT MARKETING

Customer  at  the  center  of  your  strategy Not  about  more  content It’s  about  creating  greater  VALUE

THE ROLE OF CONTENT IN THE CUSTOMER LIFE-CYCLE

New Customers Growing Customers

WHAT we  solve

HOW we  solve

WHY we  solve

Awareness Consideration Buying Impress Enthuse Advocate

©  HappiFish

Call-­‐‑to-­‐‑action Call-­‐‑to-­‐‑action Call-­‐‑to-­‐‑action Call-­‐‑to-­‐‑action Call-­‐‑to-­‐‑action

MEANINGFUL

Strangers Visitors Leads Customers Promoters Advocates

ORGANIZATION

•  Strategy •  Ideation •  Planning •  Creation •  Publishing •  Distribution •  Amplification •  Measuring

WHAT YOU NEED TO DO

CONTENT SUPPLY CHAIN ORGANIZATION

LISTEN ANSWERS

EDITORIAL  PLAN

CREATION  PROJECT  MGMT

PUBLISH  &  PROMOTE

CONVERSATION  MGMT

MEASURE

Business  Objectives Marketing  Strategy

Brand  DNA Roadmap

SOCIAL  MEDIA  STRATEGY

Strategy

Execution

“themes”

©  HappiFish

CONTENT SUPPLY CHAIN ORGANIZATION

New Customers Growing Customers

Awareness Consideration Buying Impress Enthuse Advocate

©  HappiFish

Strangers Visitors Leads Customers Promoters Advocates

New 50% 30% 20% Classic 25% 5% 70%

Organized  for  content

Strategy  -­‐‑  1

VP  of  content Execution  -­‐‑  3

2  Editor Social  media

Supported  by Designers Freelancers

SMALL ORGANIZATION – CONTENTLY – 30 FTE

Strategy  -­‐‑  3   Chief  Content Marketing  Strategy Product  marketing

Execution  -­‐‑  3 Marketing  automation Digital  marketing PR  &  Media

Supported  by Product  managers Employees External  contributors

MEDIUM CONTENT ORGANIZATION – 310 FTE

B2B High-­‐‑tech 310  FTE 53  M€

Strategy  -­‐‑  2 2  senior  leaders

Execution  -­‐‑  4 Managing  editor   2  Content  Creation  /  Social  Media   SEO  expert

Supported  by Employees  contribution External  contributors  

MEDIUM ORGANIZATION - MARKETO – 800 FTE

B2B Marketing  software 800  FTE 140  M$

Chief Content

Comms

Segment Mgr

Program mgrs

Publication

Content Program

Reporting Validation Creation

Guests

Strategy

CMO

LARGE ORGANIZATION – 5000 FTE

Content Program

Content Program

Content Program

Content Program

Content Program

Chief Content ManagerContent  Strategy,  Editorial  board,  Overall  Planning  &  Execution,  Quality  assurance,  Reporting  coordination

Content program MgmtProject  management,  Editor,  Creation  support,  End-­‐‑to-­‐‑End  responsibility  +  reporting

Marketing automationOverall  management  of  automation  programs  (lead  generation,  nurturing,  data,  scoring)  +  sales  alignment  (lead  hand-­‐‑over  &  reporting)

Digital OptimizerAcquisition  Optimization,  Continuous  Optimization  (SEO/SEA/Email/Landing  Page/Website  &  mobile/Retarget/Test/Dynamic  content)

NEW MARKETING ROLES - ENABLING AGILE MARKETING

Writer & DesignerIn-­‐‑house  staff,  creating  small  &  micro-­‐‑copy  (SEA,  emails,  landing  pages,  graphics,  layout…),  editor  support  &  quality  assurance

Product ManagerProvides  access  to  facts  &  knowledge,  interfaces  with  technical  departments,  and  translates  to  customer  centric  content  

Digital communication Digital  marketing  excellence  in  creating,  publishing,  distributing  and  promoting  content  across  all  communication  channels  +  reporting

METHODOLOGY

1.   Audit  your  content  and  organization Know  what  you  have

2.  Line  up  your  distribution  channels

Paid,  Social,  Blogs,  Web,  Partners 3.  Gather  your  stakeholders

Content  board,  goals,  roles,  prio’s  

4.  Build  out  workflow Repeatable  &  adaptable  process

STEPS ALWAYS FOUND - ROADMAP

GOVERNANCE

Accountability Alignment Insight Governance  setup

Clearly  defined  workflow Easy  access  to  all  process  output  &  content  assets Visibility  into  content  pipeline Centralized  distribution  to  inbound  &  outbound  channels

ACCOUNTABILITY

Targeting  specific  personas  and  sales  stages Addressing  themes  customers  care  about Providing  for  product  lines Sales  and  marketing  aligned

ALIGNMENT Everyone can see the process and

know their roleProduction is mapped against

business objectives

Marketing  performance,  without  the  vanity  metrics Spot  bo+lenecks  in  production Clarity  in  performance  across  inbound  and  inbound In-­‐‑depth  analysis  of  what  moves  people  through  the  pipeline

INSIGHT What works, what doesn’t?

•  Content  Centre  of  Excellence

•  Editorial  board  or  content  council

•  Content  department/division

•  Cross-­‐‑functional  content  chief

•  Executive  Steering  commiOee

•  Content  lead

POSSIBLE GOVERNANCE SETUP

Source:  Altimeter

Governance  levels Project Editorial  board Editorial  team Program

GOVERNANCE – ONLY WHAT IS NEEDED

Framework  description Role  of  editorial  board Process  &  team  description Methodology Internal  communication

Who  does  what?  How  are  decisions  made?  How  is  content  validated?  What  budget  and  resources?  How  are  priorities  set?  Important  meetings?

CONCLUSIONS

Strategy Organization People Process Technology Culture

DIMENSIONS OF CONTENT MARKETING COMPLEXITY

Mindset  &  culture  –  it’s  about  customer  value,  trust,  agility Key  team  with  power  –  involvement

Quick  wins  –  Search  and  Copy  –  6  months Document  the  change

Start  small,  but  build  for  fast  growth

KEY SUCCESS CRITERIA

www.happifish.be

Strategic Content Marketing

Employee Activation

Digital Marketing Excellence & Marketing Automation

Training & Workshops

GET IN TOUCH

www.b2bmarketingexperiences.com

be.linkedin.com/in/tomdebaere

slideshare.net/tomdebaere

twiOer.com/tomdebaere

www.happifish.be

We  are  HappiFish.  From  Belgium.   (You  know,  the  land  of  chocolate  and  beer?)   We  help  companies  to  create  marketing  that  people  actually  want. Because  we  believe  marketing  should  be  relevant  to  customers.

P.S.  We  slaved  all  day  over  this  Powerpoint,  for  You.  If  you  like  this  presentation,  why  not  returning  the  favor  by  visiting  our  site  and  check  out  what  we  do?