Content Marketing Survival Tips - #SPARK15

1 Copyright © 2015 Deloitte Development LLC. All rights reserved.

CONTENT


The right audience segment(s)


The right channels


The right time

DETERMINE CHANNELSEstablish channels best suited for content and audience

PLAN• Identify goals • Document your strategy

DEVELOP CONTENTCreate content with target audience in mind

TARGET AUDIENCESpecify the intended audience (e.g., role, industry)

PUBLISH / DEPLOY• Share content via channels• Consider internal and external audiences

MEASUREDetermine what is working

CURATEOrganize and house content

Content marketing: Simple in theory, difficult in practice


Deloitte’s approach to content marketing

Content marketing = Thought leadership


What is thought leadership?

Thought leadership allows an organization to frame its business capabilities, experience, and intellectual capital in the context of business issues that matter to clients, prospects, talent, and other important stakeholders.

More than marketing collateral

Value-added content

Standalone value

Increasingly diverse formats;; not just white papers

Forward-looking;; not just an explanation of what has happened


What’s the value of thought leadership?

Relationships

Revenue

Reputation Shapes a firm’s brand and reputation

Builds and enhances the value of a firm’s client relationships

Drives revenue by putting the firm in contention for more work


In today's information-flooded world, the scarcest resource is attention, not ideas or talent.

The attention economy




We suffered from this problem in spades –high spend, low ratings, internal and external feedback that we’re not known for our insights.



Relevant

• Clear point of view• Action-oriented

Credible• Anchored in research and

experience• Authored by reputable and

credentialed practitioners

Practical

• Compelling formats• Accessible/digestible• Novel • Well-written

Appealing

Deloitte clients anticipate content that is:

- Targeted to specific audiences- Linked to business issues that matter

- Written with a clear point of view- Action-oriented

- Anchored in research and experience- Authored by reputable and credentialed practitioners

- Presented in a compelling format- Well-written and novel

Relevant

Practical

Credible

Appealing


Our quantity overwhelmed our quality

2,850Just Because You Can, Doesn’t Mean You Should


Our formats were dull and unappealing


It was difficult to find our thought leadership


We weren’t reaching our clients


It tookus so long to publish

It took us too long to publish


We weren’t known for distinctive points of view


Deloitte’s thoughtware strategy

Improve quality

Focus on key issues

Create a new publishing platform

Collaborate relentlessly

Measure what matters

1

2

3

4

5

Copyright © 2014 Deloitte Development LLC. All rights reserved.20

Improve quality• Novelty: The potential for thoughtware to augment the existing literature and intellectual conversation on specific issue.

• Validity: The logical cohesiveness and analytical rigor of thought leadership as reflected by the various research methodologies used.

• Utility: The degree to which readers are able to act on what they read.

• Voice: The degree to which a thoughtware’s structure, length, and tone are appropriate to the topic, audience, and objectives.

Eminence quality

Novelty

Validity

Utility

Voice


Focus on key issues


Collaborate relentlessly


Media Hits

Engagement

Reach• People reached (e.g., social media reach, website hits, clicks from posts and tweets, reach of media)

• Readers (e.g., book sales, downloads)

• Interviews• Media mentions (e.g., TV, articles)

• Likes and shares• Client conversations• Opportunities identified

Reviews• Ratings and reviews• Recommendations• Recognition and awards

• Speaking engagements• Success stories/anecdotes

Share of Voice• Percentage of mentions vs. competitors• Percentage of reach and engagement vs. competitors• Rankings and reviews vs. competitors

Measure what matters


Imprint

Colophon

Visual identity

Brand

Curation

Create a new publishing platform

Video


Test and learn

MOOC – 3D opportunity: The course on additive manufacturing for business leaders

AMBASSADORPROGRAM


We are making great progress

146k+ page views29k SlideShare views13k video views

196k+ page views80 media placements~3M impressions

50k page views17 media placements30M impressions

#18in FY11

#2in FY15

#1 Business Book on Globe and Mail34M+ media impressions2k+ mentions

Axiom awardSmall Business Book award8 top book lists147M+ media reach40M+ social reach

Improved Ratings

High Audience Engagement

Noteworthy Awards


Innovative Delivery Platforms

Significant Client Interactions

Branding Linkages




#2 OverallSource for Consulting publishes 2nd annual study on the impact and distribution of thought leadership

#2 Choice #2 Impact

#2 Consumptionrespondents read thought leadership from Deloitte in the last 12 months

July 2015 research study shows Deloitte #2 in Impact of Thought Leadership

respondents would choose to read Deloitte thought leadership over others

respondents said they read thought leadership by Deloitte and it had a positive impact


Campaigns - “big” ideas we want to own in the market


Industry-Aligned Eminence

Campaigns take our eminence from scattershot to focused and increase our impact in the marketplace

Leading collection on DU Press

30,000+ hours of external interaction

Internal and External Collaboration

Significant Client InteractionsMassive Open Online Course (MOOC)

Additive Manufacturing campaign


Campaigns require compelling topics, clear target audiences, and tightly coordinated suites of content


Internal and external collaboration improves content and reach

Ecosystems help us develop, deliver, and amplify content.


Campaign Components

Campaign content is delivered via traditional and innovative formats and channels

MOOC

Blogs

Infographic

Video

Articles


The AM MOOC broke new ground for Deloitte thought leadership

• First ever massive open online course (MOOC) offered by a professional services firm

• Collaborations accelerated progress, reduced costs, enhanced content, and expanded reach

• 12,000+ people registered from 73 countries;; above average course completion rates

Course quality “in the top 5%” of all MOOCs

Co-founder Amin Saberi

Winner: Other Digital Marketing Tools Podcast, Video Webinar, Wiki Application


And position Deloitte to help shape how leaders think about important issues

• America Makes is the most influential U.S. public-private partnership for advancing additive manufacturing;; Deloitte is the only professional services firm that is a platinum sponsor of America Makes

• Deloitte collaborated with America Makes on the AM MOOC, thereby enriching the quality and credibility of the course and solidifying our relationship with America Makes

• Deloitte is now the only professional services company serving in these capacities – an unprecedented opportunity to grow mindshare and market share in AM

‒ Access potential clients

‒ Promote insights

‒ Influence the evolution of AM technology

Additive Manufacturing and America Makes


What we’ve learned over the past four years:

1. Find your voice2. Experiment endlessly, but test rigorously3. Collaborate relentlessly4. Win hearts and minds with a campaign mindset5. Creative and content quality both matter6. “Go to school” on the competition7. Outsource insights at your own risk8. Never yield when it comes to quality9. Deploy, deploy, deploy10. Don’t add to the noise;; just because you can,

doesn’t mean you should

This publication contains general information only and Deloitte is not, by means of this publication, rendering accounting, business, financial, investment, legal, tax, or other professional advice or services. This publication is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before making anydecision or taking any action that may affect your business, you should consult a qualified professional advisor. Deloitte shall not be responsible for any loss sustained by any person who relies on this publication.

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Copyright © 2015 Deloitte Development LLC. All rights reserved.36 USC 220506Member of Deloitte Touche Tohmatsu Limited