The Rise of Smart Content Marketing
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Transcript of The Rise of Smart Content Marketing
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The rise of
CONTENT MARKETINGSMART
HOW CONTENT MARKETING ISTRANSFORMING FROM
ART TO SCIENCE
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Changing Buying Behavior Ad overload Channel overload Source : Qmee
Buyers are using social as filters to cut information out of the noise…
@tomdebaere
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“BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS”. SiriusDecisions
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0
10
20
30
40
50
60
up to 30 31-‐‑40 41-‐‑50 51-‐‑60 Older
Use of social media for information or advice, by age
Use in %
THE MILLENIAL EFFECT
Source : Buyersphere 2012
The decision makers of tomorrow use social more and more…
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@tomdebaere
All of this is changing the role of sales and marketing…
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THE LONG LIST
Marketing Sales Longlist Shortlist Sale !
@tomdebaere
This is how you used to get on “the shortlist” of buyers…
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That long list is less and less influenced by marketing and sales.
THE LONG LIST
So who is influencing that list?
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@tomdebaere Yep…them again…
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@tomdebaere
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We don’t trust CEO’s or Marketing, but we DO trust our peers!
@tomdebaere
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AND THAT’S WHY ALL EMPLOYEES NEEDS TO BUILD TRUST…
Customers and partners
Marketing Sales Production & Logistics
Customer Service
>>> TRUST & INTEREST <<<
ALL YOUR EMPLOYEES
@tomdebaere
By answering questions to technical and business issues
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and that’s why Content marketing is catching the a_ention of marketers…
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@ Coca Cola…
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@ Cisco…
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This is what Google is doing… • Secure Organic Search • Google Authorship • Panda & Hummingbird
“ Content is key – clear, concise, informative”
“Write for real people”
…and @Google!
@tomdebaere
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© Velocity
Everyone is following the gold rush…
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Backbone platforms
Now, something interesting is happening down there…
@tomdebaere
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6 BILLION $ IN MARKETING SOFTWARE ACQUISITIONS When Buyer Seller Value 2010 IBM Unica 480 M$ 2012, 2013
Oracle Eloqua, Compendium, Responsys
1500 + 30 + 871 M$
2012 Microsoft MarketingPilot ? 2012, 2013
Adobe Efficient Frontier, Auditude, Day software, Demdex, Neolane
2500 M$
2013 SalesForce ExactTarget/Pardot 2500 M$ SAP Still has to buy
They all happen to be strong advocates of content marketing…
@tomdebaere
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CONTENT MAKES SENSE And in todays digital, content and social driven world, it does makes sense…
@tomdebaere
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SMART CONTENT MARKETING
And that’s why content marketing is transforming from an “art” to a “science”…
… about time you explain me !
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PLANNING CONTENT ALONG THE CUSTOMER LIFE-CYCLE
New Customers Growing Customers
WHAT we solve
HOW we solve
WHY we solve
Awareness Consideration Buying Impress Enthuse Advocate
© tomdebaere
Call-‐‑to-‐‑action Call-‐‑to-‐‑action Call-‐‑to-‐‑action Call-‐‑to-‐‑action Call-‐‑to-‐‑action
MEANINGFUL
Strangers Visitors Leads Customers Promoters Advocates
@tomdebaere
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AUTOMATED CONTENT DISTRIBUTION
I’m digging deeper I’m exploring I’m getting ready to buy
content
content
content
content
content
content
content
@tomdebaere
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• Conversions, not engagement • End-‐‑to-‐‑End tracking • Agile Marketing techniques
• Darwin Analytics • Google Analytics • Marketing automation suites
RUNNING CONTENT MARKETING AS A BUSINESS
User metrics
Paid
Owned
Earned
Business Objectives
© tomdebaere
@tomdebaere
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• Context – 1 to 1 via data • Integrated marketing systems – using CRM and ERP data
• Google Authorship
PERSONALIZED AND AUTHENTIC
@tomdebaere
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• Less focus on SEO • Creativity as competitive advantage • More Visual & “Snackable” • Dynamic Screen Experiences
• “Youtulity” -‐‑ Content tools
CONTENT ITSELF IS CHANGING Citrix Project Accelerator
@tomdebaere
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• Big content • Low effort content • Speed -‐‑ Newsjacking / Real-‐‑time • Atomization, Re-‐‑Use, Curation • “Click-‐‑baiting” to be avoided
NEW CONTENT TACTICS
@tomdebaere
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• About content, not products • Email remains key • Content promotion • Build your community
• Native Advertising for top of funnel content
OUTBOUND IS BACK
Content
© tomdebaere
@tomdebaere
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• Single marketing platform • Single segmentation • End-‐‑to-‐‑End reporting
• Consolidation is on its way -‐‑ SAP, Oracle, Microsoft, Salesforce, Adobe
FROM PLATFORM SILOS TO INTEGRATED SYSTEMS
Social networks
CMS Analytics CRM
Doc Mgmt
Webinar tool
Marketing Automation
Lead nurturing
1 @tomdebaere
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• Sounds very 2008
• But soon great content won’t make it on page 3 of Google
• Own the community
BUILD COMMUNITIES AROUND BRANDS
@tomdebaere
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WHAT DOES SMART CONTENT MARKETING TAKE? Vision and Strategy
Technology Culture & organization
Digital marketing excellence
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