starting from scratch: 10 steps to launch a content marketing strategy
Post on 21-Oct-2014
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Starting from Scratch: 10 Steps to Launch
A Content Marketing Strategy Ardath Albee, CEO
Marketing Interactions, Inc.
B B
Conference
@ardath421
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Change
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Progress So1ware w/ Pew Research Center Stats
@ardath421
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Progress So1ware w/ Pew Research Center Stats
@ardath421
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The CMO Reality
Marke&ng departments are finding themselves under increasing pressure to:
• jus&fy their spending, • prove the effects of their marke&ng campaigns • demonstrate program success… or risk losing their budgets.”
– Forbes and MarketShare Partners
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GAINING C-‐LEVEL BUY-‐IN Step 1:
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Meet Bob New CMO at a High Tech Company that used to be the market leader in their category.
Bob’s mandate from the CEO: Turn MarkeMng into a Demand GeneraMon Engine Why? – Company objecMve is to double revenue within the next 5 years. Why Content MarkeMng? – The only way Bob can see to get that big of a result. How? – Pilot at a division level. The division’s markeMng team had to be convinced. ExecuMve response: Prove it works…FAST!
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Meet Diane VP MarkeMng at Global Event Company.
She had enough buy-‐in to conduct a content markeMng workshop and develop strategy. Now the CEO wants proof the investment in execuMng the strategy will payoff.
Mandate from ExecuMve Team: Prove a content strategy deserves budget. Diane’s strategy: Prepare a brief and presentaMon that showcases research, staMsMcs and examples of their compeMMon’s content execuMon and growth in market share. Overlay compeMtors’ results to her company’s KPIs to show clear impact they’re losing. She’s also working the poliMcs of ge_ng sales on her side.
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Meet Simon VP of Strategic MarkeMng at a Global Services Company. His company had always been the obvious choice. Now compeMMon is making inroads affecMng market share.
Mandate from ExecuMve Team: Expand market opportuniMes and build awareness. Simon is process oriented. He needs a plan – a framework for content markeMng to make sense. He is not a “take a flyer” kind of guy. How to sell content markeMng to Simon? Show him how it works in an organized way. Provide best pracMces, KPIs and forecast what content markeMng will deliver.
Precision and simplicity count when convincing Simon.
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PICK A PRIORITY Step 2:
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Pick a Project
• What do you want to accomplish? • Who will benefit? • How will you execute? • What can you measure? • Over what length of Mme?
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ASSESS YOUR DATABASE Step 3:
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What do you have/know?
• How… – Clean is it? – Old is it? – Warm is it? – Can we segment it? – Many prospects can we reach?
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BUILD BUYER INSIGHT Step 4:
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Create Personas ObjecMves
• What are top prioriMes?
• In their words related to what your product enables.
OrientaMon
• Change agents? • Risk averse? • Use social media?
• LongMme career or stepping stone?
• Level of authority?
Obstacles
• What could derail the deal?
• Lack of consensus?
• Lack of budget or business case?
• Shi1ing prioriMes? Such as…
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REVISIT YOUR CHILDHOOD Step 5:
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Buyer Q&A • I need to do X in order to get Y. – What are the different ways I can do X? – How much of Y do I need? – How are our compeMtors solving X? – What compeMMve advantages could we gain if we solve X?
– Who else will be impacted in the company if we solve X?
– How will I convince them that Y is worth the effort to change the status quo?
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DESIGN YOUR CONTENT FLOW Step 6:
• QuesMon • Answer • CTA
Touch 1
• QuesMon • Answer • CTA
Touch 2
• QuesMon • Answer • CTA
Touch n
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Organize Your QuesMons @ardath421
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Web Blog Video
Sales Collateral
White Papers Webinars
Slideshare Infographics ETC
CONDUCT A CONTENT AUDIT Step 7:
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What to Learn
For ApplicaFon • QuesMon Answered • Buying Stage • Persona • Product/SoluMon • MarkeMng Program
(Lead Gen, Nurturing)
For Use • As-‐Is • Refresh • Repurpose • ReMre • Age/Publish Date • LocaMon (URL)
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CAPABILITIES & RESOURCES Step 8:
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Must Be Sustainable
• Content Development – In-‐house – Outsourced
• ExecuMon – MarkeMng Team – IT Queue – External Vendor
Do the Math: 3 Personas X 12 Touches = 36 Content Assets for an annual nurturing program… Plus 36 to 72 emails, depending on your program structure Add in quarterly webinars, conferences, white papers, website updates, blog posts, etc.
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CREATE AN EDITORIAL CALENDAR Step 9:
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Editorial Calendar Dates Assigned
To: Persona Topic Buying
Stage Type ExecuFon
5/1/12 Sally P. LOB Manager
3 Ways to Get X
Early ArMcle Email + Landing Page
5/7/12 Tom S. Customer Service
Why your customers want X
Early Blog Post Email + Blog Post + SoMe
5/20/12 Sally P. LOB Manager
State of X in Financial Services
Early Report Email + Landing Page, Form + PDF
An Editorial Calendar is Your ExecuMon Plan. • Chronological Order • Include every markeMng acMvity to get an overall view of frequency, markeMng mix and Mmelines.
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SET APPROPRIATE EXPECTATIONS Step 10:
Engagement
Momentum
Sales
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10 Steps to Develop Your Content MarkeMng Strategy 1. Gain C-‐Level Buy-‐in 2. Establish PrioriMes 3. Assess Your Database 4. Build Buyer Insight 5. Revisit Your Childhood (Buyer Q&A) 6. Design Your Content Flow 7. Audit ExisMng Content 8. Evaluate CapabiliMes & Resources 9. Develop an Editorial Calendar 10. Set ExpectaMons
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Thank You!
Ardath Albee, CEO MarkeMng InteracMons, Inc. hwp://www.markeMnginteracMons.com [email protected] @ardath421