Content and the Customer Experience: Building 360 Degree Audience …... · 2019-03-05 · Content and the Customer Experience: Building 360 Degree Audience Engagement Christine Polewarczyk

© 2018 SiriusDecisions. All Rights Reserved

#B2BMX

Content and the Customer Experience: Building 360 Degree Audience

EngagementChristine Polewarczyk @Christine_Mktg @SiriusDecisions

SiriusPerspective:

2 © 2018 SiriusDecisions. All Rights Reserved@Christine_Mktg @siriusdecisions

The B-to-B Marketing MandateMarketing’s goal is ultimately to support the delivery of the right content to the right

audience, at the right place, and at the right time – but few organizations can do this effectively today.

Everything starts with audience. All content must be considered within the context of

audience.

Right Audience

What are your audiences content

format preferences? What are their

knowledge requirements?

Right Content

When is the right time to deliver content to the

audience based on known history and

consumption?

Right Time

Where does your audience go to

consume content? What are their

preferred channels?

Right Place

SiriusPerspective:


But… 360 Degree Audience Engagement Is HardFew organizations have mastered the ability to orchestrate and deliver strategic 360

degree audience engagement through their content.

SEO

Social Media

SEM

EmailWebsite

Blog

EmployeeAdvocacy

SalesActivation

Display Advertising

• Audience segments• Persona types• Channels• Geos/languages• Offerings• Asset types• Tools and technology

Multiple…..

Is this you?

SiriusPerspective:


The Answer: Advancing B-to-B Content Engine Maturity To deliver on the promise of the right content at the right place and at the right time,

b-to-b marketing organizations must develop more sophisticated content engines.

17%

20%

13%

10% Content strategy and planning

Content creation

Content activation

Content operations

B-to-b marketing organizations that cite advanced maturity across the four phases of the content lifecycle.

Source: SiriusDecisions State of B-to-B Content Study 2018

The B-to-B Content Lifecycle


Content Strategy and Planning

SiriusPerspective:


The Challenge: Poor Content Strategy InputsBest-in-class by-to-b organizations ensure that strategic content planning is explicitly

informed by audience insights, messaging, campaign themes, activation plans, analytics and objectives.

All Advanced

Audience definition and prioritization 41% 90%

Persona and journey-mapping insights 21% 50%

Campaign messaging and themes 41% 80%

Value propositions 34% 70%

Activation plans 31% 70%

Performance metrics and insights 32% 70%

Question: Please specify which of the following you always use to inform your content strategy plans:

?


SiriusPerspective:


Best Practice: Gather Deeper Audience InsightsAlign the organization around a common understanding of target buyers and their

needs to drive best-in-class , audience-centric messaging, content and campaigns.

Process Attributes:Buying Scenario

Buyer RolePurchasing Decision Phases

Demand TypeDecision Drivers

Emotive Attributes:InitiativesChallengesBuyer NeedsLexicon

Behavioral Attributes:Content Asset TypesInteraction TypesWatering HolesEngagement Level

Functional Attributes:Job Role

Common TitlesPosition on Org Chart

Buying CenterFirmagraphics

The Anatomy of a B-to-B Buyer


The Challenge: Operationalizing SEO Best PracticesQuestion: In which of the following marketing process deliverables do you include SEO keyword information (to inform content planning, creation, activation, measurement, etc.)?

?

Source: SiriusDecisions State of B-to-B Content Study, 2018

38%

48%

46%

55%

55%

46%

Persona profiles/insights

Messaging and planning documents

Content measurement dashboards

Advanced All

SiriusPerspective:


Best Practice: Adopt a Content Strategy MethodologyAdopt a repeatable content strategy methodology and use it as a forcing mechanism

to address input gaps that should be informing content planning.

The SiriusDecisions Content Strategy Turbine

A repeatable, scalable methodology that content marketers can use to increase their content’s relevance and better support business objectives.


Content Creation

SiriusPerspective:


The Challenge: No Global Master Content CalendarAdvanced organizations are more likely to use a global master calendar to support

cross-functional content calendaring and visibility, but still only 27 percent are using best-practice format.

17%

30% 32%

17%

4%

27%

36%

27%

9%

We have a mastercalendar in a content

marketing, projectmanagement or

workflow tool

We have a mastercalendar in adocument or

spreadsheet form

We have manycalendars owned bydifferent teams, butno master calendar

We do not have one I don't know

All Advanced

Question: Do you have a master content calendar that provides cross-functional visibility of all content being created and activated across the marketing organization?

?


0%0% 0%

SiriusPerspective:


Best Practice: Build a Tag-Driven Content CalendarEstablish a master content calendar with views and filters that are driven by tags to

improve cross-functional visibility, accountability, collaboration and agility.

SchedulingPublish Date Due Date Last Updated New or Update/Refresh

StatusIn Production In Review Published Archived

Asset InformationAsset Title File Type Asset Type Content ID

Content Owner Content Creator Byline Related OfferingExternal Link Internal Link

Journey StageEducation Solution Selection Retention

Campaign PlanningCampaign Name Reputation/Demand/Enablement Target Audience Keywords

Geo Language Vertical/Industry Activation ChannelsGated/Ungated Primary CTA

The SiriusDecisions Content Blueprint

SiriusPerspective:


The Challenge: Lagging Adoption of Content Atomization Organizations must learn to atomize content at the component level to enable

opportunities to update, repurpose, and personalize content programmatically at scale.

Question: Does your marketing organization use modular content development processes when creating content?

?

Source: SiriusDecisions State of B-to-B Content Study, 2018

49%

29%23%

We use modular contentdevelopment for Web

pages, but not for othercontent types

We don't use modularcontent development

approaches at all

We use modular contentdevelopment for all

content creationprocesses and assets

SiriusPerspective:


Best Practice: Modular Content DevelopmentAtomized content is componentized during content creation so that it can be found,

updated, reused and repurposed programmatically at the component level leveraging metadata.

Headline

Sub-head

Short Description

Long Description

Introduction

Section 1

Section 2

Section 3

Publish Date

Call-to-Action

Related Content

Author

Boilerplate

SKU

Image 1

Image 2

Logical ”chunking” allows for:

• Manual or programmatic content updates at the component level

• Easier reformatting or re-templating

• Flexible content customization and re-use


Content Activation

SiriusPerspective:


The Challenge: Ineffective Content ActivationSeventy-seven percent of b-to-b marketing organizations struggle with effectively

activating content with internal and external audiences.

6%

16%

31% 30%

17%

9%

18% 18%

55%

I don't know 0%-25% 26%-50% 51%-75% 76%-100%

All Advanced

Question: Please estimate what percentage of your worldwide marketing assets have been used by internal and external audiences in the past two years.

?


0%

CONTENT WASTE

SiriusPerspective:


Top 3 Drivers of Content WasteFindability, quality and relevance, and challenges with customizing content for specific

use cases are the largest drivers of content waste and activation issues in b-to-b organizations.

40%

Findability

39%

Quality/Relevance

31%

Customizability

Difficult to find; users don’t know about it Quality and relevance No budget to translate; difficult to adapt


SiriusPerspective:


Best Practice: Content Performance KPI MeasurementBest-in-class organizations effectively analyze content performance through a variety

of attributes to better understand what is driving audience engagement.


Question: How are you able to view and segment content performance metrics today??

28%

34%

36%

36%

39%

40%

41%

51%

59%

By journey stage

By theme/topic

By vertical/industry

By offering

By asset type

By channel

By audience

By region/country

By campaign/program

SiriusPerspective:


Best Practice: Mining Insights From Content MetricsDigging deeper into metrics on the basis of tags or attributes is the key to

understanding what is and isn’t resonating and supporting audiences and business goals.

ü Track history and patternsü Focus on long-term successü Evaluate by attributes:

§ Audiences

§ Themes/topics

§ Channels

§ Authors

§ Asset types

§ Geographies

§ Verticals

§ Offerings

Traffic by Source Type

0

.5

1

1.5

Organic SearchPaid Search

EmailOrganic Social

Paid Social

Page Views

0

50

100

150

Page views to rest of websiteBlog Page Views

Average Session Duration

0

2

4

Average session duration Blog session duration

Visitors

5 1 1

318

5

5

2

7 5

12 2 1

0

2

4

6

New visitors to rest of siteBlog new visitors

Repeat visits to rest of siteBlog repeat visits


Content Operations

SiriusPerspective:


The Challenge: Too Many Content RepositoriesBest-in-class marketing organizations audit, inventory and tag content assets and

consolidate them in a centralized content library to improve findability and governance.

57%82%

Yes, we have a centralized content libraryAll Advanced

Yes, we have a centralised content library

Question: Does your marketing organisation have one centralised global content library for all marketing-created content?

?


SiriusPerspective:


The Challenge: No Universal Tagging or TaxonomyLess than one-third of organizations use a universal taxonomy; however, those that

describe themselves as advanced are far more likely to have one in place.

46%

9%15%

23%

73%

9% 9%

Have/plan to have auniversal taxonomy

Universal taxonomybut out of date

Multiple taxonomiesbut not used consistently

No universaltaxonomy

All Advanced

Question: Does your marketing organization have a documented universal taxonomy that is used to tag and organize marketing content?

?


0% 0% 0%

SiriusPerspective:


Best Practice: The Content Audit and InventoryConducting a content audit and inventory, defining a taxonomy, and tagging content

with metadata significantly improves findability and utilization for internal and external audiences.

The SiriusDecisions Content Audit Methodology

2. Discovery

1. Goals/Scope 3. Taxonomy 5. Gap Analysis

8. Maintenance

7. Optimization

6. Cleanup/Curation4. Inventory

SiriusPerspective:


The Challenge: Gaps in Content TechnologyB-to-b organizations are increasing content technology investments to gaps in their

abilities to automate, scale, customize, govern and and measure content processes effectively.

58%

53%

48%

44%

43%

41%

26%

Content marketing

Business Intelligence tools

Digital asset management

Marketing resourcemanagement

Search engine optimization

Sales asset management

Translation/localization

Percentages indicate b-to-b marketing

organizations that have indicated planning to

“increase” or “significantly increase” investment in a

given technology category during the next

12 months.Source: SiriusDecisions Command Center™

SiriusPerspective:


Best Practice: Rationalize Content Tech CapabilitiesMost organizations are missing key technologies required to support effective

content creation, scale, workflow, asset management, calendaring and measurement.

Key Content Technology and Services CategoriesContent display

Content marketingplatforms

Sales asset management

Digital assetmanagement

Marketing resourcemanagement

Web contentmanagement

Common Technology Challenges

ü Core technology capabilities missingü No tagging to inform content strategy and measurementü No creative tools for interactive content creationü Missing key integrations across systems

Content Creation Calendaring Workflow

AutomationAsset

Management Analytics

Core Capability Requirements

Distribution

SiriusPerspective:


B-to-B Content Engine Maturity ModelThe SiriusDecisions Scope of Content Strategy and Operations Model depicts the

core areas b-to-b marketing organizations must advance to achieve high-performing content engines.


Documents

Content and the Customer Experience: Building 360 Degree Audience …... · 2019-03-05 · Content and the Customer Experience: Building 360 Degree Audience Engagement Christine Polewarczyk