The Formula For Creating Killer Content Campaigns

THE FORMULA FOR CREATING KILLER CONTENT CAMPAIGNS An Inside Look At The Content, Engagement Strategies & Results From The Top B2B Campaigns From 2014

#KillerContent

#KillerContent

WELCOME WEBINAR ATTENDEES

Type ques)on here

#KillerContent

TODAY’S SPEAKERS

ANDREW GAFFNEY PRESIDENT, CONTENT4DEMAND

MERRIE BETH SALAZAR MARKETING COMM. DIRECTOR, COX MEDIA

#KillerContent

•  Working with over 100 clients on Demand Generation, Lead Generation and Content Marketing Creation

•  Created over 1,000 content assets in over 15 forms of media

•  Verticals include Technology, Financial, Manufacturing and Energy

www.Content4Demand.com

#KillerContent

www.DemandGenReport.com • @DG_Report

•  Launched in 2007 to track best practices in lead generation

•  Newsletter has grown to more than 28,000 readers

•  We also offer a menu of research and best practices reports

•  New audio/video podcasts at DemandGenReport.com

#KillerContent

APPLYING TO CONTENT STRATEGY

of execs say they rely more on content to research B2B purchase decisions

than they did a year ago

–2014 Content Preferences Study

75%

#KillerContent

CONTENT’S CHANGING LANDSCAPE

86%

access business related content on a mobile phone

(56% frequently/30% occasionally)

#KillerContent


70%

access on a tablet

(42% frequently 28% occasionally)

#KillerContent


85%

require mobile-optimized content

#KillerContent


95%

prefer shorter formats

#KillerContent


86%

prefer interactive/visual content

#KillerContent

“STRONG” RECOMMENDATIONS FOR SUCCESS

Don’t overload with content (66%) Curb the sales message (68%) Focus less on product specs/more on value (64%) Use more data and research to support content (64%) Make content easier to access (59%)

#KillerContent

47% want by industry

39% want content organized by vertical

56% want content delivered by business role

#KillerContent

59% share on Twitter

78% share content on LinkedIn

53% of buyers rely more on peer recommendations

73% get more of their content through social networks or peer recommendations

About ADP

•  Automatic Data Processing, Inc. (ADP) is a provider of business processing and cloud-based solutions – including payroll, talent management, human resource management, benefits administration and time and attendance.

•  Fortune 500 Company.

•  Topped Fortunes list of “World’s Most Admired Companies”.

About The Content

The Payoffs Of Creative Content

“One of the most successful campaigns in ADP history.” •  $3.7M in closed-won business •  Another $23M in the pipeline •  ROI for Q1-Q3: 905%

About Sungard AS

•  Sungard Availability Services provides IT OperaAons support and integrated disaster recovery, managed IT services, IT consulAng and business conAnuity management soDware soluAons.

•  More than half of customers are small and medium enterprises.

•  Sungard AS serves more than 70% of Fortune 100 companies.

•  Targets financial services, manufacturing, retail, healthcare and business services.

About The Content

•  Sungard AS partnered with Bulldog SoluAons to create a holiday-‐themed, three-‐video series.

•  Injected humor into pain points and industry trends that soluAons address by aligning it with holiday struggles. (i.e. family dinners)

•  Videos were promoted via email, social, PR and paid media.

#KillerContent

About LivePerson

•  LivePerson offers online engagement engagement and service solutions.

•  Solutions include chat, voice, targeted content and video, all of which enable rich, personalized experiences across channels.

•  Targets both B2B and B2C organizations.

•  Recently acquired NexGraph team enhance the data and

intelligence platform at the core of its LiveEngage platform.

•  Clients include Virgin Atlantic, Crate & Barrel, Intuit and HP Snapfish.

About The Content

•  To affirm its position in the digital space, LivePerson collected feedback from 10 influencers in B2B and B2C marketing.

•  Participants included Jim Lenskold, Lee Odden, Larry Freed, Jeanne Bliss, and others.

•  LivePerson interviewed the thought leaders on 10 different topics (including social, mobile, omnichannel, search) in a Q&A format.

•  “It was our most successful E-book of 2013!” •  “It produced the most downloads of any thought

leadership asset in 2013.” •  Avg. Open Rate: 11% •  Highest click-through rate: 17% •  Total Downloads (over 6 month period): 800 •  MQLs from Campaign: 270 •  One of the “11 Must Read eBooks to Get Content

Marketing Smart for 2014” by TopRank, December 2013. •  2095 total blog views for a six guest blog series.

The Payoffs of Influencer Content

About IBM

•  All familiar with IBM, more than a century making the world a smarter place.

•  Nearly $100 billion in sales in 2013

•  431,212 employees

•  Probably familiar with their Smarter Planet campaigns.

www.rethinkyourcustomer.com

An Inside Look At IBM’s Approach

Today we are recognizing them for their Smarter Commerce iniAaAve •  Campaign “challenged” industry execuAves

industry to not only acknowledge the influence of empowered customers in today’s connected world, but to “rethink” how they are leveraging every opportunity to place them at the center of their business.

•  Campaign centered around an interacAve microsite featuring content for each our 12 line of business buyers.

•  Storytelling through video, eBooks, case studies, white papers and reports tailored to what each of our 12 LOB audiences care about in one central place, so it’s easy to find relevant informaAon.

The Payoffs Of Integrated Demand Generation

Since launch in late April, 2013, the interactive platform has yielded: •  over 38,000 impressions •  100,000 page views •  Over 13,000 responses •  high quality leads that have rapidly progressed

through the pipeline and generated significant wins for the business.

About LinkedIn Marketing Solutions

The Influence of LinkedIn •  277 million users

•  187 million unique visitors per month

•  50% of the Fortune 100 use LinkedIn Marketing Solutions

About The Content

•  Created the Sophisticated Marketer’s Guide to LinkedIn

•  Featured Ask The Expert profiles

•  Case study profiles

•  25 Social Media Experts You Need To Know

The Payoffs Of High Impact ROI

•  10K Downloads in less than 30 days •  More than 1/3 were Marketing Qualified Leads •  Corresponding webinar drove over 3K

registrants •  Additional repurposed pieces drove thousands

of views and social shares •  Now available in 3 different languages and still

going strong.

Learn From Optum

•  Optum helps increase access to affordable, high-‐quality care; improve efficiency in the delivery of health care services; and facilitate fast, easy access to informaAon that supports decision-‐making across the health care system.

•  Has a global team of 65,000 team members.

•  Works with a set of clients across 140 countries, including those who diagnose and treat paAents to those who pay for care, deliver health services, and those who supply the cures.

About The Content

•  Optum launched a nurturing campaign with an E-‐book at the center, which walks organizaAons through the steps they need to take to become data-‐driven health care providers.

•  Used Moneyball as a metaphor to illustrate the power of analyAcs in health care.

•  Target markets for the piece included hospitals, health systems and large physicians groups.

•  Target execuAves included Chief Medical Officers; CEOs; CTOs; CIOs; VPs; and ExecuAve-‐level Directors.

The Payoffs Of Metrics-Based Campaigns

•  Between 18,000 and 19,000 contacts are now in various stages of the lead nurture track.

•  E-book engagement in the first month has included 199 downloads via email direct response, with a 12% open rate and 7% click-to-open rate.

•  Advertising and events triggered 250 downloads.

About Autotask

•  Leading SaaS provider to IT industry

•  End-to-end business management platform featuring all essential systems: CRM, service desk, projects, timesheets and invoicing

•  Serving 5,000+ accounts worldwide

•  Seven languages and 70+ countries

Maximizing The Mileage

Created “Metrics That Matter” campaign around proprietary survey data. Maximized their mileage by survey data in a modular fashion to help create: •  eBook •  Infographic •  Brainshark •  Flipbooks •  Webinar •  10 Blog Posts •  Social Posts

The Payoffs of High Impact ROI

•  Influenced 35% of revenue in first month of the campaign.

•  Drove 20% of all inquiries for two consecutive months.

•  Influenced 10% of total revenue for the year. •  Payback in under 6 months.

About Cox Media

•  Cox Media (@Cox_Media) helps advertisers of all sizes connect with their customers through the most engaging advertising platforms and technologies available.

•  Provides traditional linear and programmatic TV buying, as well as a portfolio of digital advertising solutions.

•  Operates in more than 20 markets across the United States, partnering with clients that range from mom-and-pop shops to full-scale, nation-wide advertising agencies.

About The Content

•  Partnered with Content4Demand to build a foundational content library of 33 assets. •  The 2014 Success Kit campaign comprised 5 assets in a variety of formats designed

to appeal to their SMB customers.

Cox Media’s Advertising Playbook

Cox Media’s Online Infographic

INCITE!

The Payoffs Of Integrated Campaigns

•  Generated interest from more than 2,000 potential leads.

•  More than 700 downloads/views. •  Major contributor for Q1 lead and demand gen

performance; putting Cox Media more than 9% ahead of last year.

•  Content still paying dividends by driving 4Q leads.

#KillerContent

CONTACT INFO