#EE13 Presentation: Exploding the Whitepaper
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Transcript of #EE13 Presentation: Exploding the Whitepaper
#EE13
#EE13
6 STEPS TO CREATE A
CONTENT MARKETING FACTORY
#EE13
CONTENT MARKETING DELIVERS RESULTS. ü Year-over-year growth in unique SITE TRAFFIC is 7.8X HIGHER for content marketing leaders compared to followers (19.7% vs. 2.5%)
ü For content marketing adopters, the WEBSITE CONVERSION RATE is nearly 6X HIGHER than for non-adopters (2.9% vs. 0.5%).
ü The MARKETING RESPONSE CONVERSION RATE to MQL is 7.6X HIGHER for adopters versus non-adopters (7.6% vs. 1.0%).
ü Year-over-year GROWTH IN MARKETING CONTRIBUTION TO REVENUE is more than 6X HIGHER for leaders compared to followers (10.2% vs. 1.6%)
*Aberdeen, Crossing the Chaos, Sept. 2013
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MARKETING NEEDS TO BUILD A CONTENT OPERATION
“ The PRIMARY CHALLENGE to success in content
marketing is one of PROCESS:
Organizing the teams and participants involved so that they can collaborate effectively.
The SOLUTION to this challenge is to engineer an
optimized, cross-functional CONTENT FACTORY. ”
-Erin Estep, SiriusDecisions
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6 STEPS TO CREATE A CONTENT FACTORY
1. TEAM
2. IDEATION
3. PLANNING
4. PRODUCTION
5. DISTRIBUTION
6. ANALYSIS
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TEAM
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IDENTIFY IMPORTANT ROLES CONTENT OPERATIONS
WEB/SOCIAL
MARKETING OPS
SALES
CUSTOMER SUCCESS
MAR COM / CORPORATE MARKETING
PRODUCT MARKETING
SUBJECT MATTER
EXPERTISE
POLISH & COMMUNICATIONS
DISTRIBUTION
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IDEATION
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GENERATE CONTENT IDEAS COMING UP WITH THE CONTENT IDEAS
• INTERNAL: SALES, SERVICES, SUPPORT
• SOCIAL
• DIRECT: INTERVIEWS, SURVEYS
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PLANNING
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QUARTERLY CAMPAIGN CALENDAR
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THE PILLAR APPROACH
4
4 1 7 1 1 3 1
3
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PRODUCTION
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SET UP A MACHINE, NOT A LOG JAM
• COMMUNICATION & VISIBILITY
• FOR EACH TASK, ESTABLISH A:
• WHAT?
• WHO?
• WHEN?
WHO
WHAT
WHEN
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DISTRIBUTION
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DISTRIBUTE CONTENT ACROSS THE ENTIRE FUNNEL
WEB & SOCIAL
MARKETING OPS
SALES
CUSTOMER SUCCESS
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ANALYSIS
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MEASURE RESULTS DISCOVER WHAT’S WORKING (AND WHAT’S NOT)
12 21
35
68
142
MAR 2012 JUN 2012 SEP 2012 DEC 2012 MAR 2013
• CONNECT CONTENT TO WHAT MATTERS: LEADS, REVENUE
• FIND THE PATTERNS
• USE DATA TO INFORM FUTURE CONTENT DECISIONS
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LET’S REVIEW
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6 STEPS TO CREATE A CONTENT FACTORY
1. TEAM
2. IDEATION
3. PLANNING
4. PRODUCTION
5. DISTRIBUTION
6. ANALYSIS
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CONTENT STRATEGY AT CONCUR
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CONCUR CHALLENGE: SCALABILITY
Growth + Globalisation - Structure =
• Wasted time and effort
• No sharing of good ideas/ recreating the wheel
• Many local campaigns (which were actually just programs/tactics)
• Many programs did not use content across all channels
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CONCUR CHALLENGE: VISIBILITY
Over 30 different marketing calendars each a different format….
But
Still no visibility for central support teams
And
No way to see one holistic picture of all-up marketing activity.
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CONCUR CHALLENGE: WHAT IS SUCCESSFUL
CONTENT? Did not understand what or how to measure!
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SOLUTION: SCALABILITY AND VISIBILITY
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+ CONTENT/PROGRAMS WORKFLOW
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+ ENABLING GLOBAL CAMPAIGNS
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WORK IN PROGRESS: UNDERSTANDING CONTENT
SUCCESS • Persona
• Buyer journey Then Analyse
• Was it really our target persona?
• Where were they really in their journey?
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EXAMPLE: BLOWING UP THE WHITEPAPER…
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RESULTS: UK SMB RE-USE Total inquiries from content YoY – up over 100% Total engagement YoY – up over 150%
FY 12 FY 13
Core Content Pieces
5 12
Exploded Sub-Content
3 Over 30
Reuse by other regions/countries
ZERO 8 core / 20+ sub
EXAMPLE: GLOBAL LEVERAGE EXPENSE POLICY TEMPLATE
RESULTS
32
US: 1900 AU: 500 UK: 600
Germany: 550 Canada: 220 Asia: 230
WEB SUCCESS AROUND THE GLOBE…
THE EXPENSE POLICY TEMPLATE GENERATED OVER 3800 WEB LEADS IN FY13
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TOP TIPS Start simple…adoption is not a one stop shop….need to change group behavior Create content that is “no regrets” – even if you don’t know buyer journey or persona there are always some ‘no brainers’ (ask sales or look at your competitors!) Don’t wait to get started…
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CONTENT MARKETING IN THE REAL WORLD
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FINDING THE WHY BEHIND THE STRATEGY
• Communicate from the Inside Out
• Uncover Your Internal Drivers
• Align Strategy with the Why
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FREE RANGE CONTENT DEVELOPMENT
• Many Creators
• No Process
• Zero Visibility Marketing
Operations
Advertising/ Collateral
Events PR
Analysts Social Blog
DM Messaging Content Assets
White Papers Case Studies
Trade Shows Webinars Industry Experts
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SOLUTION: REIGNING IN THE FREE RANGE
• Think Campaigns
• Test by Doing
• Explode One Piece of Content into Many
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CREATING CONTENT FOR PEOPLE
• Align Voice and Message
• Reduce Adverbial Laundry Lists
• Borrow from Dickens and Spielberg
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A CAMPAIGN
One Campaign, Many Pieces, all in One Place.
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STUFF I’VE LEARNED SO YOU DON’T HAVE TO
• Embrace Change … There Will Be a Lot of It
• Test by Doing
• Learn by Testing … Then Change
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BE THE CONTENT MARKETING SUPERHERO
YOU ARE!
Thank You!
#EE13
TOBY MURDOCK CEO & CO-FOUNDER
@TOBYMURDOCK @KAPOST
ANITA MARSH
LINKEDIN.COM/ANITAMARSH @ANITAMARSH
@CONCUR
JAN WELBORN-NICHOLS, [email protected] LINKEDIN.COM/IN/JANNICHOLS