Game Driven Software Development for NPOs the Scientific Community Game (SCG)
Change the game with content driven marketing v5slideshare
Transcript of Change the game with content driven marketing v5slideshare
Property of UBM TechWeb all rights reserved
How Data-Driven Content Marketing Changes the Game
2012 Masters of Business Online Conference
Mary WallaceDirector, Client Strategy, UBM [email protected] 12, 2012
DISCUSSION POINTS:
• Quick Backgrounder on UBM Tech
• The Power of Content Marketing
• The Business Value of Analyzing Content
• How Analytics Can Optimize the Lead Management and
Conversion Process
BACKGROUND
UBM Tech is…
• The global leader in technology media and professional business information
UBM Tech is comprised of industry leading brands such as InformationWeek, Network Computing, Internet Evolution, Wall Street & Technology, Web 2.0, Black Hat, Interop, Light Reading.
Information Week is the largest and most influential business technology brand
• Marketing Services for technology companies
3000+ marketing programs delivered annually
Engagement with millions of professionals
• A division of UBM, plc – a $1.5b global media and business information provider
• My role:
Director of Client Marketing Services
Design and Build Complex Lead Nurture Programs for Clients
Involved in e-based Lead Generation and content-driven Programs
CONTENT MARKETING
A marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.
CONTENT MARKETINGMarketer’s New Media Mix – Content is @ the Core
PAIDMEDIA
A brand pays to place ad or content in a
channel
• Advertising• Events• Direct Marketing
EARNEDMEDIA
Publicity gained when an influencer promotes a brand
• Press pickup• Blog mention • Social sharing• Word of mouth
OWNEDMEDIA
A brand owns a channel
• Your Corp Website• Company social accounts
The lines between media types are blurred
Conversation now continues across all
Earned media is increasing in importance
Increased mobile usage is accelerating earned media growth
Ecommerce is becoming embedded into all, with the option to buy from a channel, ad or link
SOCIAL + MOBILE
CONTENT MARKETING
• 80% of business decision makers prefer to get company information in a series of articles versus an advertisement.
• 70% say content marketing makes them feel closer to the sponsoring company.
• 60% say that company content helps them make better product decisions.
Trends by the numbers
Page 7
CONTENT MARKETINGDecision Makers Will Take Action If The Content Is Right
Based a product or technology purchase decision on in-formation I learned from the content
Contacted a vendor directly for more information
Shared the content with my boss
Shared the content with a colleague
Went to a vendor web site for more information
28%
36%
41%
68%
72%
Taken following actions as a result of reading or downloading vendor-supported or vendor-sponsored content :
Almost 1/3 !
CHANGE THE GAME!
• Mobile Consumption and Apps
• Social Media: Facebook, LinkedIn, etc.
• Content Marketing
These game changers impact business and how we market
Take Content Marketing to the next level with Analytics
WHY USE CONTENT ANALYTICS
Meet/Exceed Goals for Building Prospect & Customer Relationships & Sales Pipeline
Confirm Content is Performing to Defined KPIs
• Optimize Sales/Lead Conversion Define strategies for reaching the right audience Provide information prospects want when they need it Determine leads that are sales ready
• Understand What Content Works For what buying cycle/persona For what type of content
WHAT DATA POINTS SHOULD BE ANALYZED
Analyze Data that is Actionable (Don’t Boil the Ocean)
Each Audience is Different. Stats will be Audience Specific
Analyze Two Sides of Data Coin (Implicit, Explicit)
• Initial Email Opens, Clicks, Downloads Web Page Bounce Rate, Referrers, Key Words
• Optimized Are (More) qualified leads generating sales? Is content ensuring leads are moving along buying cycle at expected
pace? What content pieces are most appealing, driving the most results? Are leads following the anticipated buying cycle?
ANALYTICS ENABLES CONTENT OPTIMIZATION
Understand what prospects are interested in
Right Content• Type (Research Report, Blog,
White Paper, InfoGraphics)• Topic (need, solution)
Content to Address Needs• Prospects’ Buying Cycle• Prospects’ Buyer Persona• Prospect's Demographics
ANALYTICS MEASURE CONTENT
• Implicit Email Data includes % Unique Opens % Unique Clicks % CTO % Click to Conversion
• Implicit Website Data includes Unique Page Visits % Bounce Rates % Conversion % Return
• Explicit Lead Data Demographics Landing Page Responses/Interests/usage
What to Measure
ANALYTICS SHOW INTEREST IN SPECIFIC CONTENT• Example1 – Website Lead Generation Highlights Most Attractive Asset Type
if Conversion % is greater for Reports, than develop more research reports/use research reports in lead generation efforts.
WEBSITE LEAD GENERATION
Asset TypeConv %
WhitePapers 4.86Reports
7.80
ANALYTICS SHOW PROSPECT INTEREST
• Example2 – Email A/B Testing Determines Better Topic of Interest If 2 emails are sent to two groups with the only difference being content, the email
that has the highest form conversions indicates which topic has greater interest to your prospects.
Examples
Subject: Build Mobile Applications Faster and BetterAsset Topic 1: Case Studies on Building Mobile Applications
Target Audience: 40000 US based project managers and technical leads
Opens: 2773
Open rate: 7.08%
Clicks: 39
CTR: 0.08%
Leads: 3
Subject: Build Mobile Applications Faster and BetterAsset Topic 2: Delivering Mobile Applications Faster with Agile
Target Audience: 40000 US based project managers and technical leads
Opens: 2750
Open Rate: 6.74%
Clicks: 69
CTR: 0.13%
Leads: 20
ANALYTICS SHOW PROSPECT INTEREST
• Example3 – Form Conversion Determines Most Attractive Asset Type Analyze the form conversion data for campaign members to see what content has
the best consumption rate
Examples
Asset TypeUnique Open %
Unique Click % CTO
Form Conversion %
Analyst Report 9.89% 3.25% 32.89% 61.33%
Analyst Report 9.87% 2.20% 22.31% 54.12%
Case Study 11.66% 1.12% 9.64% 42.86%
Case Study 8.72% 1.24% 14.21% 46.43%
White Paper 12.56% 1.27% 10.12% 34.00%
White Paper 11.39% 1.28% 11.24% 42.50%
White Paper 12.78% 1.39% 10.89% 39.53%
White Paper 12.57% 1.28% 10.18% 25.64%
White Paper 11.16% 2.53% 22.71% 33.33%
ANALYTICS ENABLES CONTENT OPTIMIZATION
The harvested, aggregated data can show What content is driving audience activity Where gaps exist in the content lineup What content or messages need to be optimized.
ANALYTICS DRIVES LEAD MANAGEMENT
Understand what content interests prospects
Optimize next communication(s) to prospect
Optimize how leads advance through buying cycle
ANALYTICS DIRECT LEAD INSIGHT
• Example1 – Nurture Interested Leads Target generated leads for a nurture
program on a topic the prospect is interested in.
• Deliver content based on persona• Deliver content based on
current status in buying cycle
Generated Leads
Topic B Umbrella Track
Campaign B1
Campaign B2
SALES
ANALYTICS DIRECT LEAD INSIGHT
• Example 2 – Page Tags Using Marketing Automation Software page tags and/or Google Analytics,
segment what prospects are interested in what content topics/products. Email the segmented population - instead of entire population. Results:
• Positive Impact to sender reputation which improves deliverability / inbox placement• Prospects do not emotionally ignore communications because they have “learned”
communication is not relevant for them.• Prospects / customers remain engaged with emails/content and your brand/message
Taxonomy 4 interactions in Last 6 Months
Mobility 5,000
Security 3,700
Cloud 7,000Target these leads if sending cloud content email
ANALYTICS DIRECT LEAD INSIGHT
• Example 3 – Lead Routing Transfer MQL or SRL to sales based on content interaction .
• Content is aligned with specific buying cycle/buyer persona• Based on content interaction lead is considered MQL or SRL and turned over to sales
Pickup Asset?
Next Communication in Same Buying
Cycle
First Communication in Next Buying Cycle
No
No
Yes
YesMQL?
Send to Sales
ANALYTICS DRIVES LEAD MANAGEMENT
The harvested and aggregated data Communicate with the target audience interested in a specific
product/topic Providing content appropriate to lead’s buying cycle Show when lead is a MQL or a SRL (Ready for Sales!)
TOOLS GET IT DONE!
• Marketing Automation Software (MAS) Who is interacting with content on site by taxonomy Send leads to appropriate content based on:
• Activity• Buying Cycle• Persona
Combine both implicit and explicit data to:• Optimize Content Usage/Development• Optimize Lead Management
LEAD SCORING IS THE ICING ON THE CAKE
Note: Heavy Reliance on Content Analytics to Determine Lead Score
Dimension Low Points X Medium Points X High Points X
BANTBudget 0 10 20 1
Authority 0 10 1 20
Need 0 10 2 20
Timing 0 10 20
TALK CALL TO ACTIONMost Recent Response 0 x 0 24
CAMPAIGN ACTIVITY PointsDownload Transition Stage 10 1
Download Early Stage 15 1
Download Mid Stage 20
Download Late Stage 25
Unique Campaign Email Open 2 3
Unique Campaign Email Click 3 4
Transaction Cnts
Score 93 Conversion Cap 50Convert? yes
THE GAME HAS CHANGED!
• Content is the Core across Paid, Earned, Owned media
• Content Analytics
Enables Marketing & Sales Funnel Optimization
Quantify -- and qualify -- every dollar spent
• Aggressively unlock the power of all that data through marketing automation software (MAS)
EXTRA READING
http://www.seocopywriting.com/content-marketing/5-ways-to-use-analytics-to-find-content-marketing-opportunities/
http://www.bnj.com/effective-content-measurement-6-steps/ http://www.emediavitals.com/content/how-data-driven-content-marketing-changes
-game