be a publisher, by a publisher building a content architecture · newscred “the aim of marketing...
TRANSCRIPT
#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
3 ©TechTarget
Sources: Goo Study, Michael Brenner,
Contently, Business 2Community; New
Relic Image: adapted form Shutterstock
Bad 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