escaping brochures: how we got started with content marketing
DESCRIPTION
Presented at the High Five Conference (Raleigh 2014), this is an overview of how our division switched from collateral to valuable online content. The journey was rooted in winning internal influence and finding small wins to keep momentum. If you are struggling with earning budget, making the case for content marketing, and fighting against the 'brochure + ads' marcomm culture, I'd love to hear your experience.TRANSCRIPT
![Page 1: Escaping Brochures: How we got started with content marketing](https://reader034.vdocument.in/reader034/viewer/2022051816/54755b3ab4af9fc80a8b5a9a/html5/thumbnails/1.jpg)
Imagination at work.
@Steven_Pepe, GE Water
Escaping Brochures How we got started with content marketing
![Page 2: Escaping Brochures: How we got started with content marketing](https://reader034.vdocument.in/reader034/viewer/2022051816/54755b3ab4af9fc80a8b5a9a/html5/thumbnails/2.jpg)
GE content
vs. GE Water content
2
![Page 3: Escaping Brochures: How we got started with content marketing](https://reader034.vdocument.in/reader034/viewer/2022051816/54755b3ab4af9fc80a8b5a9a/html5/thumbnails/3.jpg)
This was our growth strategy
![Page 4: Escaping Brochures: How we got started with content marketing](https://reader034.vdocument.in/reader034/viewer/2022051816/54755b3ab4af9fc80a8b5a9a/html5/thumbnails/4.jpg)
How did we get started (with digital)?
Finding a shared painpoint
Leads!
We knew…
Better content = better leads
Earn equity + influence by showing revenue impact
Leaders needed to hear….
Competitors are doing it better
4
![Page 5: Escaping Brochures: How we got started with content marketing](https://reader034.vdocument.in/reader034/viewer/2022051816/54755b3ab4af9fc80a8b5a9a/html5/thumbnails/5.jpg)
Title or Job Number | XX Month 201X See tutorial regarding confidentiality disclosures.
5
![Page 6: Escaping Brochures: How we got started with content marketing](https://reader034.vdocument.in/reader034/viewer/2022051816/54755b3ab4af9fc80a8b5a9a/html5/thumbnails/6.jpg)
How we got started (with content)
Title or Job Number | XX Month 201X See tutorial regarding confidentiality disclosures.
6
How did we get started (with content)?
By auditing what we had.
![Page 7: Escaping Brochures: How we got started with content marketing](https://reader034.vdocument.in/reader034/viewer/2022051816/54755b3ab4af9fc80a8b5a9a/html5/thumbnails/7.jpg)
The good news? We had plenty of technical content. Gobs of it.
7
![Page 8: Escaping Brochures: How we got started with content marketing](https://reader034.vdocument.in/reader034/viewer/2022051816/54755b3ab4af9fc80a8b5a9a/html5/thumbnails/8.jpg)
But did it match up to the “journey”?
Overview + splash videos
Product summaries
Fact sheets
How does it work?
Tech papers
Benchmark reports
Case studies – ease of use
Case studies with ROI
TCO comparisons
Savings calculators
Awareness Consideration Justification
![Page 9: Escaping Brochures: How we got started with content marketing](https://reader034.vdocument.in/reader034/viewer/2022051816/54755b3ab4af9fc80a8b5a9a/html5/thumbnails/9.jpg)
So we reorganized to appeal to different stages…
9
Industry, Application, Products
Finding user flows for all
stages of customer Q’s
Start telling more stories…
video, webinar, case studies
![Page 10: Escaping Brochures: How we got started with content marketing](https://reader034.vdocument.in/reader034/viewer/2022051816/54755b3ab4af9fc80a8b5a9a/html5/thumbnails/10.jpg)
… Our early results helped win influence
• Reached 60K visits/month
• Began converting web visitors into marketing-qualified leads
• Simplified all lead collection through 2 Marketo forms
• Upload/assign leads in CRM, minimize data entry for reps
• Measure website traffic $ closed won
250+ leads 130 new opps 7-digit return
![Page 11: Escaping Brochures: How we got started with content marketing](https://reader034.vdocument.in/reader034/viewer/2022051816/54755b3ab4af9fc80a8b5a9a/html5/thumbnails/11.jpg)
And we can start telling more interesting stories…
11
![Page 12: Escaping Brochures: How we got started with content marketing](https://reader034.vdocument.in/reader034/viewer/2022051816/54755b3ab4af9fc80a8b5a9a/html5/thumbnails/12.jpg)
Now the content investment has opened up
12
![Page 13: Escaping Brochures: How we got started with content marketing](https://reader034.vdocument.in/reader034/viewer/2022051816/54755b3ab4af9fc80a8b5a9a/html5/thumbnails/13.jpg)
… and use content in automated campaigns
Open rate - 59% , Click rate - 28%, Reuse of all existing content
13
![Page 14: Escaping Brochures: How we got started with content marketing](https://reader034.vdocument.in/reader034/viewer/2022051816/54755b3ab4af9fc80a8b5a9a/html5/thumbnails/14.jpg)
The hardest step was from brochures to valuable content. The next step is the fun part… to emotional storytelling.
14
![Page 15: Escaping Brochures: How we got started with content marketing](https://reader034.vdocument.in/reader034/viewer/2022051816/54755b3ab4af9fc80a8b5a9a/html5/thumbnails/15.jpg)
The Steps Needed for Change
15
![Page 16: Escaping Brochures: How we got started with content marketing](https://reader034.vdocument.in/reader034/viewer/2022051816/54755b3ab4af9fc80a8b5a9a/html5/thumbnails/16.jpg)
Thanks for reading!
16