Content Creation for Content Marketing
Transcript of Content Creation for Content Marketing
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Content Creation for Content Marketing Chris Bagnall EMEA Managing Director DWA
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“Content marketing is the creation and distribution of
educational and/or compelling content in multiple formats
to attract and/or retain customers.”
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“Content marketing is the creation and distribution of
educational and/or compelling content in multiple formats
to attract and/or retain customers.”
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Biggest Content Marketing Challenge
36%
21%
20%
11%
9% 3%
Producing Engaging Content
Producing Enough Content
Budget to Produce Content
Lack of C-Level Buy-In
Producing a Variety of Content
No Answer
Source: Content marketing institute’s B2B content marketing benchmarks, budgets and trends report 2010
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What are your biggest content challenges?
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Lack of domain expertise
Lack of process
Buyers attention span to short
Poor content strategy
Getting executive buy-in
Buyers don’t want to register to consume content
Understanding buyer personas and decision stages
Lack of budget to produce content
No consistent content stratagy
Talent to produce content
Measuring results
Getting content delivered to the right audiences
Producing enough content
Producing truly engaging content
Source: LinkedIn B2B Technology Marketing Group Content Research 2011
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How is content production volume changing year on year in 2011?
Source: LinkedIn B2B Technology Marketing Group Content Research 2011
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What makes compelling content?
Goal
Brand
CRM
Nurture
Cross sell
Understanding
Future
Present
Sales Marketing
Tell a story
Relevant
Believable
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9 Source: JupiterWeb Audience Survey 06/10
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Content Types
About you
What you sell
Brochures, data sheets, tech specs
Updated infrequently
About the market
What you know
Thought leadership content
On-going presence and dialogue
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Content Creation – Where Do You Start?
1. IDENTIFY
Personas, define
concerns, drivers, roles
etc
2. QUESTIONS
What do your personas ask at each stage
of their buying
process?
3. ANSWERS
Answer the questions
your personas ask
4. AUDIT
Audit content to determine
what’s good/bad
5. MAP
Map content available to
the questions that content can answer
6. IDENTIFY
Holes. Ask where are we
missing content?
7. CREATE
Content to fill holes
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Measurement Criteria For Content Marketing Success
Assign goals for your programs before you start
13%
20%
24%
26%
27%
28%
28%
36%
44%
44%
49%
56%
0% 10% 20% 30% 40% 50% 60%
Cost Savings
Cross Selling
Inbound Links
Benchmark Lift in Product/Serivce Awareness
Benchmark Lift in Company Awareness
SEO Ranking
Increased Customer Loyalty
Sales Lead Quantity
Sales Lead Quality
Qualitative Customer Feedback
Direct Sales
Web Traffic
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Content Marketing Usage (By Tactic)
9%
11%
11%
15%
16%
21%
23%
25%
30%
31%
41%
42%
42%
43%
51%
55%
61%
62%
78%
79%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
eBooks
Mobile
Virtual Conference
Digital Magazines
Podcasts
Data Driven Content Marketing
Research Reports
Print Newsletters
Microsites
Promoting Content in Traditional Media
Videos
Webinars/Webcasts
Print Magazine
White Papers
Blogs
Case Studies
eNewsletters
In-Person Events
Article Posting
Social Media (excluding blogs)
Decide on the formats needed. Where will your audience consume?
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Recall 20% / 80%
Visual Copy
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Primary Learning Style
18% Listening
(Audio-Based)
29% Reading
(Text Based) 27% Hands-on (Tactile)
26% Seeing
(Visually-Based)
Source: IDG Connect 2010
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The Rule of
5
o
o
o o
o
Regional consumption
habits
Optimised for content
channels
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Maximum Content Length
Reference: Preferred by technology and service buyers
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Internal Creation
Thought leaders PR
Marketing Designers
The board Product/technical
PR agency Creative agency
Social media agency Video production agency Media agency
Associations Freelance copywriter Media owners
Analysts Research company Customers
External Creation
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Insource Vs. Outsource of Content Marketing
52% Both
45% In-house only
3% Outsourced
only
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How To Decide Whether to Outsource
Internal
External
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Handling Internal Expertise
• Appeal to experts on an individual level
– Fame
– Ego
– Personal development
• Doubtful this is a core part of their job
• Their bosses are probably not in marketing
• Can you get top down buy in?
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How Can An Agency Help You?
Content mapping and gap analysis
Distribution, management and analysis
More engaging content
experience
One voice message
communication
Creative support
Content
Creation through
services or project
management
Repurpose into different
formats
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The Value Of Independently Created Content
15%
20%
25%
30%
35%
40%
45%
50%
55%
60%
General
Education
Business Case
Development
Implementation
Scenarios
Shortlist
Creation
Final Decisions Post Purchase
Pe
rce
nta
ge
of
Re
sp
on
de
nts
Podcasts
(Downloadable)
Audio
(Listen Online)
Video
(View Online)
Webcast
(Participate Online)
Documents
(View Online)
Documents
(Downloadable)
Interactive Tools
(Calculators Etc.)
Interactive Games
(Competitions, Contests)
What content format do you find most helpful at each stage of the investment process? (Check one or more in each column)
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The Value Of Independently Created Content
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
55%
General
Education
Business Case
Development
Implementation
Scenarios
Shortlist
Creation
Final Decisions Post Purchase
Pe
rce
nta
ge
of
Re
sp
on
de
nts
Advertisements (Print)
Advertisements (Web)
Direct Mail Advertising
Direct Mail Offer
Case Studies
Company Brochure
Product/Service
Brochure
Product/Service
Datasheet
Product/Service
Evaluation/Trial Version
What types of traditional content are you most interested in at each stage of the investment process and after you buy? (Check as many as you like in each column/stage)
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The Value Of Independently Created Content
15%
20%
25%
30%
35%
40%
General
Education
Business Case
Development
Implementation
Scenarios
Shortlist
Creation
Final Decisions Post Purchase
Pe
rce
nta
ge
of
Re
sp
on
de
nts
Analyst Research Report
Analyst Technical
Whitepaper
Competitive Comparison
Independent Buying
Guides
Independent Opinion/
Viewpoint
Independent Product/
Service Review
Press Article
Survey Results
Trade Show (in-Person)
What types of independent content are you most interested in at each stage of the investment process and after you buy? (Check as many as you like in each column/stage)
27 London • Singapore • San Francisco • Sydney
Source: Computerworld IT management survey
Content Trust
Level of trust IT management has with each source of information
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Summary
• Compelling content creates differentiation
• Think carefully about what your audience need
• Use agencies when it makes sense to
• Understand the value of independence
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Thank You