Download - #EE13 Presentation: Exploding the Whitepaper

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6 STEPS TO CREATE A

CONTENT MARKETING FACTORY

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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!

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TOBY MURDOCK CEO & CO-FOUNDER

@TOBYMURDOCK @KAPOST

ANITA MARSH

LINKEDIN.COM/ANITAMARSH @ANITAMARSH

@CONCUR

JAN WELBORN-NICHOLS, [email protected] LINKEDIN.COM/IN/JANNICHOLS