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As presented at Content Marketing World 2013. The art of good content marketing creates stories that help establish an emotional connection with your audience so that you can build trust, credibility, loyalty, and long-term customers. The science of good content marketing is digging into the numbers and making sure you are getting the right content, to the right people, at the right time to influence their behavior and drive business results. So, get out your paint brushes and slide-rules and join this Lunch & Learn session that will highlight best practices and companies who have gotten this mix or art and science right – how they did it, the results, and what you can takeaway to use in your own content marketing plans today.
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#digitalpresencechat #cmworld
“Mixing Art and Science for Content Marketing Success”
Jeff Freund
VP and GM, Web Content Management Limelight Networks
#digitalpresencechat #cmworld [email protected]
jefffreund @jeff_freund
#digitalpresencechat #cmworld
Why are we here?
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Fun Parties?
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Play Words With Friends from the Back of the Room?
C 4
O 1
N 2
T 1
E 1
N 2
T 1
[ 59 points! ]
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Hear Captain Kirk talk about “Enterprise” Marketing?
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The Real Reason…
Content Marketing is an Emerging, Critical Business Function
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Content Marketing Focus Today • Hiring / growing a team • Building scalable and repeatable
processes • Improving results • Maximizing return on investments being
made
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There are Challenges • Lack of organizational understanding • Lots of dependencies • Demanding time schedules • High levels of collaboration and
coordination required • Multi-disciplinary
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To Be Successful, You Need • Exceptional creative content • To hit deadlines • To be data driven • To interoperate across your organization • To have this winning combination of Art
and Science…
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Part I: The Art
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Provide Content that:
Presents company brand
Informs audience about products and
offerings
Establishes trust / credibility
Drives revenue, satisfaction and leads
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1. Make it Engaging • Story Telling • Relevant to Audience • Expresses a Point of View • Shares Insights • Original Thinking • Multimedia / Video
#digitalpresencechat #cmworld Google: Cookie Monster IBM
1967
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Corning: A Day Made of Glass
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2. To Inform, Be Informed! • Always be listening • Always be reading • Always be thinking • Always be collecting tidbits • Make the connections
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3. Always Align with Core Messaging
Differentiated and Compelling
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4. “Provide” Content • The Art of Content Marketing isn’t just
about just creating it yourself… – User Generated – Found – Curated – Repurposed
[ Remember: “Always be reading” ]
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• UGC Contest • Tapped into existing
audience • Drove thematic
engagement
• Highest viewership of a premiere ever for A&E
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Part II: The Science
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Influence Business Results
Right Content
Right People
Right Time
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Who are the “Right People?” • Engage with sales to understand the buyers
and buying process • Inspect the funnel and sales pipeline • Write (and read!) case studies • Talk to buyers (wins and losses)
#digitalpresencechat #cmworld
Know Your Personas Marketing Executive • Small to Medium
Companies • Enterprise
Demand Gen • Medium to Large
Companies • Enterprise
Digital Marketing/Strategy • Large to Medium Companies • Enterprise and Digital Media
IT Executive • Large to XL Companies • Digital Media
Network/Systems Operations • Medium to XL Companies • Enterprise and Digital Media
Engineering/Development • Small to Large Companies • Enterprise and Digital Media
#digitalpresencechat #cmworld
Know Your Market Segments
Manufacturing Financial Services
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Map the Buyer’s Journey
Sea
rch
Eng
ines
Pre
ss R
elea
ses
Ana
lyst
Rep
ost
Blo
gs
Tes
timon
ials
Soc
ial N
etw
orks
Web
inar
s
Pod
cast
s/Vi
deos
Sol
utio
n O
verv
iew
s
Cas
e S
tudi
es
Pro
duct
Spe
cs
Com
mun
ity C
onte
nt
Loosening the Status Quo
Committing to Change
Explore Solutions
Commit to a Solution
Justify the Decision
Make a Selection
#digitalpresencechat #cmworld
Conduct an Audit (and repeat!) • Map Content to Personas and Buyer’s
Journey • Identify gaps AND • Identify opportunities AND • Inspect what is successful
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Context Matters!
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Context is Multi-Faceted
Environment
Profile Interactions
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Seems like “Magic”…
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But it doesn’t need to be “Magic”
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• Danger in doing nothing
• Danger in being too narrow and deep
• Don’t Reinvent
CRM
• Funnel • Pipeline • Wins/Losses
Sales
• Attend Sales Meetings
• Anecdotes • War Stories
Market
• Analysts • Influencers • Competition
Customers
• NPS • Surveys • Case
Studies
Analytics
• Web Metrics • SEO • Conversions
Social Media
• Trends • Reputation
Sources of Insights
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#digitalpresencechat #cmworld
Bringing it Together for Success
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Content is a Team Sport
Marketing Strategy Creative Production Project
Management SME’s
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Process Best Practices • Have a process!
• Have clear roles and responsibilities per project • Respect different ways people work • Be realistic about the full scope of efforts
required (i.e. “the cat herding”)
Defined Need Creative Brief Production Buy-in Final Product
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Deadlines Required
[ Note: “Always be collecting” ]
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• Art: providing engaging content to influence results
• Science: getting the right content to the right people at the right time
• Success: repeatability, predictability
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Standard & Poor’s: The Art
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• Trending Topics
• Geographic consumption data
• Key Videos to Translate
Standard & Poor’s: The Science
#digitalpresencechat #cmworld
Summary The Art: • Engaging Content • Be Informed! • Core Messaging • “Provide” and Create
The Science: • Personas and Segments • Buyers Journey / Audit • Context • Insights
Engineering: Team and Process
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Success Will Look Like: • A strong multi-disciplinary team • Repeatable processes • Increased productivity • Improved results • Higher return on investment
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Thank You!
Questions?
Jeff Freund [email protected]
jefffreund @jeff_freund