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#ROISummit | www.techtarget.com/ForMarketers

Be a Publisher, By a Publisher: Building a Content Architecture

Courtney Kay VP, Field & Product Marketing @CourtneyLKay

2 ©TechTarget

5+ Hours per day online,

>12 hrs engaged with

some form of media

5,000+ Megabytes of data

produced per person

per day

We can

target our

buyers more

precisely &

understand

them more

definitively

Sources: eMarketer; MIT Technology Review

Photo credit: Shutterstock

Good News

Make that 6

screens

they’ll be

ignoring us

on…

4 ©TechTarget

New News

Image: adapted from Apple

5 ©TechTarget

“Brands need to

take the phrase

„acting like a

publisher‟ literally.”

Dietrich Mateschitz,

Founder & CEO

Red Bull

“If you’re not putting

out relevant

content in

relevant places, you don’t exist.”

Gary Vaynerchuk,

CEO

Vynermedial

“The future of

marketing will see

more brands

acting like

publishers.

This is more than a

cliché. It means

brands will start

delivering content

people want, and

driving engagement

and conversions.”

Michael Brenner,

Head of Strategy

Newscred

“The aim of

marketing is to

know and

understand

the customer so well that the

product or

service fits him

(or her) and

sells itself...”

Peter F. Drucker,

Author & Educator

Father of the modern

business corporation

The Transition

Image: adapted from Shutterstock

6

We know a thing or two about publishing

©TechTarget

200+ individuals writing,

editing, managing,

and marketing

technology

specific content

850+ industry experts,

analysts and

practitioners

contributing to

that content

20,000+ hours per year

managing the

systems that

support our

publishing

46,000+ hours spent

annually auditing,

analyzing, testing,

and optimizing our

content

First and foremost, we’re a technology publisher

7 ©TechTarget

Session 1

Architecture

Team

Taxonomy

Content

Session 2

Delivery

Distribution

Enablement

Measurement

Image: adapted from Shutterstock

8 ©TechTarget

Source: Kapost- Recruit the

Dream Team The Content

Marketing Hiring Handbook

45% Of B2B

companies plan

to hire in the next

year for content

marketing

We’re taking

content marketing

more seriously

Image: adapted from Shutterstock

9 ©TechTarget

...But what seats do we

actually put on the bus?

Photo Credit: Shutterstock

10

Composition

©TechTarget

Function Form

Publishing teams = committed to content

11 ©TechTarget

>80% talk “content” and/or

“buyer” in positioning

themselves

86% Focused on content

strategy and creation

14% Focused on content

delivery

Marketing teams... Not so committed to content

12 ©TechTarget

70% of us don’t talk about

content when we

position ourselves

76% of us never mention

our buyer, or efforts in

getting to know

them/cater to them

Reorientation

No 2 teams look the same, but the winning teams…

…put function first, then worry about form; and,

…are committed to their cause from the top down

13 ©TechTarget Image Source: Kapost.com

There‟s someone in the driver‟s seat…

14 ©TechTarget Source: Kapost- Recruit the Dream Team

The Content Marketing Hiring Handbook

I‟m here to set the strategy for our content …coming up with ideas for informing and educating our audience of customers and potential customers, aligning that content with our goals and objectives, then putting in a plan for how we‟re going to produce, promote and measure all of it.

Jesse Noyes Senior Director of Content Marketing Kapost

15

…and, there are feet on “the beat”

©TechTarget

I research the industry, find gaps of information, research those gaps, and write about them. We‟re like mini-reporters on the ultimate digital marketing beat.

Jean Spencer Content Marketing Manager Kapost

Source: Kapost- Recruit the Dream Team

The Content Marketing Hiring Handbook

16 ©TechTarget

41% of content

marketing teams

have 2-5 people

8.7% Have a content

team of more than

ten

To Do List… If you own the team, consider determining (if you haven’t) the guardian of the“Sweet Spot” and how that gets socialized- consider a content board If you’re on the team, challenge yourself to think “who” and “why” before “what” and “how”

Reorientation (it doesn’t take an army)

Source: Kapost- Recruit the Dream Team

The Content Marketing Hiring Handbook

17 ©TechTarget Photo Credit: visual.ly, architecktur, findinglovers.com, theawesomer, loveinfographics, fastcodesign,

Taxonomic

Classification (not just for librarians any more)

18 ©TechTarget

Meet Darin...

He occupies

an important

“seat” on the

TechTarget

bus

Image: Adapted from Shutterstock

Introducing the TechTarget network… (Just kidding… sort of)

19 ©TechTarget

140 Editorial

sites

5k Topics

covered

235k Editorial

articles

26k Vendor

assets

active

2.5m Social

posts

Darin’s job is to define,

manage and evolve the

classification system for

all this…

Enabling buyers from “Search” to “Discovery”

20 ©TechTarget

Organization

Engaging the

buyer who

engages you

Association

Engaging the

buyer engaged in

what you do

Enabling

buyers from

search through

discovery

(across

channels,

devices &

content

types)

21 ©TechTarget

12% Portion of the

mindshare you

as a supplier

have across

the entire B2B

purchase path

Source: CEB; Image: adapted from Shutterstock

Marketing: Your Digital Tour Guide

Turn Back…

Better Solution

Ahead

Wrong Way…

to Solve the

Problem

Dead End…

for Your

Infrastructure

Building an actionable framework

22 ©TechTarget

Lifecycle

Stage

News

Get Started

Evaluate

Manage

Problem

Solve

Topical

Association

Cloud Security

Security Strategy

Cloud Governance

Data Protection

Authentication

Cloud APIs

Coverage

Rank

Major

Major

Major

Significant

Significant

Discussed

Other Classes

• Type • Point of View • Brand • Solution • Persona

A robust classification enables a more engaging experience…

23 ©TechTarget

A robust classification enables a more engaging experience…

24 ©TechTarget

A robust classification enables a more engaging experience…

25 ©TechTarget

…on and off site

26 ©TechTarget

27 ©TechTarget

You don’t need a

taxonomist, but you

can learn a thing or

two from ours…

Considerations

• Define your requirements • Size it to your resources • Be extensive in your expertise • Keep topics mutually exclusive • Get your domain experts involved • If it’s getting too big, use a tool • Consider languages

Taxonomic

Classification

Image: Adapted from Shutterstock

28 ©TechTarget

The

Content the kind that

doesn’t get

ignored

Photo Credit:: www.mediahunter.com.au

29

Thinking life cycle vs. buy cycle

©TechTarget

Lifecycle Stage

Content Goal

Content Description

Awareness

Inform Showcase alignment

Educate Begin to present perspective

Describe Push perspective & build leadership

Consideration Challenge Drive methodology adoption

Detail Lay out the specifics

Enable Equip champions to advocate

Decision Compel Drive urgency

Optimization Support Deliver on-going troubleshooting

Upgrade Retire Detail what “comes next”

30 ©TechTarget

Who on What Differentiation

Detail, and Enable

Sale Describe, Challenge,

and Detail

Leadership Educate, and

Describe

Awareness Inform, and Educate

Influencers • Analysts

• Communities

• Competitors

• Experts

• Practitioners

• Publications

• User Groups

• Etc.

Topics

• Challenges

• Pain Points

• Features

• Functionalities

• Implementation

• Troubleshooting

• Etc.

Image: Adapted

from Shutterstock

How to Build it

Type Point-of-View Attributes

31 ©TechTarget

Top Types1

Foundational 88%

Prescriptive 86%

Conversation 75%

Both

Brand

3rd

Party

Top Traits1

Interactive 91%

On-Demand 91%

Concise 85% 2

Source: 1DemandGen Report 2015 Content Preferences Survey; 2TechTarget 2015 Media Consumption; 3Luxury Daily

Photo Credit: The Noun Project Lukasz M. Pogoda; Ezra Keddell, Thi Dieu Linh, Di

Awareness Consideration Decision

32 ©TechTarget

White Papers White Papers Trial Downloads

Videos Demos Demos

Blog posts Trial Downloads White Papers

eBooks Videos eBooks

Demos Webcasts Webcasts

Webcasts eBooks Videos

Infographics Environments Environments

Trial Downloads Infographics Infographics

Environments Blog posts Blog posts

Podcasts Podcasts Podcasts

Formats

Image: Adapted from Shutterstock

Awareness Consideration Decision

33 ©TechTarget

White Papers White Papers Trial Downloads

Videos Demos Demos

Blog posts Trial Downloads White Papers

eBooks Videos eBooks

Demos Webcasts Webcasts

Webcasts eBooks Videos

Infographics Environments Environments

Trial Downloads Infographics Infographics

Environments Blog posts Blog posts

Podcasts Podcasts Podcasts

Formats

Image: Adapted from Shutterstock

Awareness Consideration Decision

34 ©TechTarget

White Papers White Papers Trial Downloads

Videos Demos Demos

Blog posts Trial Downloads White Papers

eBooks Videos eBooks

Demos Webcasts Webcasts

Webcasts eBooks Videos

Infographics Environments Environments

Trial Downloads Infographics Infographics

Environments Blog posts Blog posts

Podcasts Podcasts Podcasts

Formats

Image: Adapted from Shutterstock

Making it happen

35 ©TechTarget

The Calendar

Why • Quality

• Alignment

• Cadence

• Visibility

What • Theme

• Focus

• Solution

• Feature(s)

• Persona

• Stage

• Objective

• Message

• Type

• POV

• Format

• Distribution

36 ©TechTarget

While volume is

important, quality is

key, construct the

content that fuels

an experience from

top to bottom

Check List

• Think lifecycle • Identify influencers • Marry buyer cares with business

goals • Diversify perspectives • Keep it concise but comprehensive • Lose the pitch, use the data • Don’t quit when conversions happen

• Calendar it!

Content

Image: Adapted from Shutterstock

Next step: Build a powerful content foundation

37 ©TechTarget

● Receive a content calendar template to keep your teams on track and produce the most effective content on time

● To receive, please indicate on your agenda or survey, or notify your TechTarget rep

38

Thank you Next session: Integrating Intelligence into the Work Flow of Sales and Marketing Presented by: Justin Hoskins

©TechTarget

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