harnessing the power of content marketing final

@PamDidner Innotech 2013, Austin

Harnessing the Power of

Content Marketing

- A process for content marketing

- Important pre-steps before implementation

- Tips and tricks during implementation

For today's

session

What’s your

favorite website?

Why do you

go there?

You go

there to…

-Be Entertained

-Learn

-Be Challenged

-Solve

Therefore...

Your marketing should

provide one or more

of the following:

-Entertainment

-Knowledge/Information

-Challenges

-Help/Solutions

Definition of

Content

“Anything that conveys meaningful

information to humans.”

-Erin Kissane, ‘The Elements of Content Strategy’

Definition of

Content Marketing

“The process of developing and sharing

relevant, valuable, and engaging content to

target audience with the goal of acquiring

new customers or increasing business from

existing customers.”

- Amanda Maksymiw

Content Marketing

Adds value to

your customers

We need

a plan

and a

process Plan

Business Objectives

Target Audience

Content Creation

Content Distribution

Budget

Planning

Success Measurement

• Increase

Revenue

• Decrease Cost

Align Business

Objectives

with Marketing

Objectives

• Build Brand

Equity

• Create/Retain

Customers

• Enable Sales

Business Objectives

Marketing Objectives

Translate Business

Objectives to

Marketing Objectives

Business: Increase x% of <Product> revenue

($xM) by expanding to <Segment>

Marketing: Establish <Product> as the preferred choice

for <Whom> in the <Segment> by building

awareness & driving demand

When you get back to work

Business Objectives:

Marketing Objectives:

Strategy

Business Objectives

Target audience

Content Creation

Content distribution

Budget planning

Success Measurement

Audience:

Create persona

A good persona

provides insights

Tech

no

logy

Infr

astr

uct

ure

# of sites IT Budget $$$

% of employees with a dedicated computer

Computer installed base

Computer refresh cycle

>50% installed base of laptops Server installed base

Has a enterprise class data center Smartphone installed base

Tablet installed base

Currently use SaaS, IaaS or PaaS Server virtualization Security

Ravi, IT Manager

Med. & Lrg. Business

Tech Enthusiast

External Influencers

Segment Size (among all medium and large businesses

32%

Org

aniz

atio

nal

Att

itu

des

an

d B

usi

ne

ss

Ou

tco

me

s

Use tech as competitive advantage

Willingness to pay a premium $$$

Early tech adopters

Employees that are extremely connected and extremely dispersed

Full time dedicated IT staff

88%

% with Dedicated IT Budget

$10.4M

Avg. IT

Budget

Mean

Deployment Size

3,168

329

1,016

420

90%

95%

65%

43%

Technologies in Use

Influencers

IT Budget

IT

Environment

Intel IT Manager Persona

Leveraging Data

Business intelligence tools to speed the ability to report, analyze and store data (e.g., data mining, analytics, data warehousing, etc.)

Data management applications that control, protect, deliver and enhance value of data and information. (e.g. ERP, CRM, transactional databases, etc.)

Capabilities to improve our vendors’ or partners’ abilities to access our data. (e.g. web portals, B2B gateways, etc.)

Business process capabilities to improve workflows within my company (e.g. six sigma, business process modeling, etc.)

Virtualization

Desktop virtualization

Server virtualization (e.g., expanding; improving manageability etc.)

Telework/ Mobility

Capabilities to enable employees to work from home (e.g. VPN, Citrix, remote access to the company’s network, etc.)

Enabling employees to use their personally-supplied devices, computers or phones to connect to the company’s network

Security

Automating IT management (e.g., software / patch updates)

Improving compliance with regulation

Improving our company’s IT security

Other

Improving the delivery of applications across different devices*

Giving new company-supplied computing tools to employees such as smartphones, tablets or similar

Consolidating or integrating our data centers, network and storage infrastructure**

Capabilities to accommodate or manage data growth and storage needs

Ravi, IT Manager

Med. & Lrg. Business

Tech Enthusiast

Very High

Security

Very High

Very High

Very High

Collaboration

Mobility

Information Mgmt

IT Initiatives Challenges/

Concerns

IBM Police Chief for Public Safety Sector

Influencers

Content

Distribution

Content

Topics

Source: IBM “The Science of Marketing. The Art of Conversation”, Michele Grieshaber

Job

Description

Drake Mortors Company- SUV potential buyer

Content

Distribution

Content

Creation

His

Objectives

To Do: Create your

own persona

Image

Name?

Personal Profile?

Job Description?

Challenges or Desires?

Content needs?

Preferred media to

receive information?

Persona is not a

panacea

-Social Listening

-Seller Interviews

-Buyer Research

-Keyword Search

-Other data…

Gather additional insights from:

Reference point: A good comparison on social listening tools

http://social-media-monitoring-review.toptenreviews.com/

Reference point: Keyword Search Tools

http://copyblogger.com/keyword-research-tools/

Reference point: Keyword Search Tools

http://acquire.com/blog/the-best-free-premium-keyword-research-tools/

My company asks me to support

multiple audiences and business

objectives. What should I do?

Tip: Prioritize

Get buy-in from mgmt.

Less is more.

Understanding the customer

journey is another

pre-requisite for content

creation

But, everyone’s journey

is a little different…

Search and

social media

make the

customer journey

harder to follow

Let’s sit back

and think

about the

customer

journey

differently

Create a customer

journey to follow

how they “think”,

not how they

“purchase”

Learn Plan Decide Purchase

I have an issue. How should I solve the

problem?

What tools do I need to

help me solve the

problem and make a

good decision?

Help me build the

business case to make a

purchase.

3rd Party Market Research

White Paper

Buyer’s Guide/Selection Guide

Demos

Case Studies

Videos / Webcasts/ Webinars

eBooks

Product Brief / Technology Brief

Newsletter

Select topics to address your audience’s needs

Intel Example:

Map content to IT Manager’s thought journey

Select 3-5 Assets for each stage

Learn Plan Decide Purchase

I have an issue.

Explain a concept,

product or

technology to

address the issue.

How should I solve

the problem?

Best practices to

solve the problem.

What tools do I

need to help me

solve the problem

and make a good

decision?

Help them to sort

through diff.

options.

Help me build the

business case to

make a purchase.

- Product Brief

- Market Research

- eBook

- Video:

Virtualization

101

- White Paper

- Market Research

- Buyer’s Guide

- Top 10 tips

- Demos

- Selection Guide

- Case Studies

- Cost and feature

comparison

guide

- Case Studies

- ROI selection

tool

- Cost and feature

comparison

guide

Topic: Virtualization

IBM Example:

Map content to Police Chief’s thought journey

Source: IBM “The Science of Marketing. The Art of Conversation”, Michele Grieshaber

Plan

Business Objectives

Target Audience

Content Creation

Content Distribution

Budget

Planning

Success Measure-

ment

How to tie

content creation

and distribution

to the customer

journey?

Map content to media channels

Earned Media

Organically generated

Social Media Platforms

Paid Media Owned Media Traditional Advertising/

Demand Generation Corporate Properties

Converged

Media*

*Source: Altimeter Report: Paid + Owned + Earned = Converged

Media by Rebecca Lieb & Jeremiah Owyang

Content syndication,

paid media banners,

customized paid

MKT programs

Direct email,

company

websites,

company

communities

Content syndication,

social media

presence, 3rd party

communities/forums

When to use long form content

Paid Media Owned Media Traditional Advertising/

Demand Generation Corporate Properties

Content syndication,

paid media banners,

customized paid

MKT programs

Direct email,

company

websites,

company

communities

What about Social Media?

Paid Media Owned Media Traditional Advertising/

Demand Generation Corporate Properties

Converged

Media*

Content syndication,

paid media banners,

customized paid

MKT programs

Direct email,

company

websites,

company

communities

Content syndication,

social media

presence, 3rd party

communities/forums

Earned (Social) Media

Organically generated

Social Media Platforms

*Source: Altimeter Report: Paid + Owned + Earned = Converged

Media by Rebecca Lieb & Jeremiah Owyang

Tip: Repurpose, Reuse,

Refresh Content

Long From Content (1)

Short From Content (4)

Social Content (20)

For Social Media:

Break down long form content

To multiple short forms

Source: Bonfire Marketing

Short Form Examples

27-pages White Paper

600-800 word blog posts

Source: Bonfire Marketing

Social Content Examples

Source: Bonfire Marketing

To harness the power of

content for social media

Think like a

newspaper

publisher

Once you know

Your objective,

audience, content

creation and

distribution…

You can determine

your budget

You can

determine

your success

metrics

Once you know

your budget

Harnessing the power

of content marketing:

Know your audience

Map content with

customer thought journey

Think like a newspaper publisher