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@PamDidner Innotech 2013, Austin
Harnessing the Power of
Content Marketing
- A process for content marketing
- Important pre-steps before implementation
- Tips and tricks during implementation
For today's
session
What’s your
favorite website?
Why do you
go there?
You go
there to…
-Be Entertained
-Learn
-Be Challenged
-Solve
Therefore...
Your marketing should
provide one or more
of the following:
-Entertainment
-Knowledge/Information
-Challenges
-Help/Solutions
Definition of
Content
“Anything that conveys meaningful
information to humans.”
-Erin Kissane, ‘The Elements of Content Strategy’
Definition of
Content Marketing
“The process of developing and sharing
relevant, valuable, and engaging content to
target audience with the goal of acquiring
new customers or increasing business from
existing customers.”
- Amanda Maksymiw
Content Marketing
Adds value to
your customers
We need
a plan
and a
process Plan
Business Objectives
Target Audience
Content Creation
Content Distribution
Budget
Planning
Success Measurement
• Increase
Revenue
• Decrease Cost
Align Business
Objectives
with Marketing
Objectives
• Build Brand
Equity
• Create/Retain
Customers
• Enable Sales
Business Objectives
Marketing Objectives
Translate Business
Objectives to
Marketing Objectives
Business: Increase x% of <Product> revenue
($xM) by expanding to <Segment>
Marketing: Establish <Product> as the preferred choice
for <Whom> in the <Segment> by building
awareness & driving demand
When you get back to work
Business Objectives:
Marketing Objectives:
Strategy
Business Objectives
Target audience
Content Creation
Content distribution
Budget planning
Success Measurement
Audience:
Create persona
A good persona
provides insights
Tech
no
logy
Infr
astr
uct
ure
# of sites IT Budget $$$
% of employees with a dedicated computer
Computer installed base
Computer refresh cycle
>50% installed base of laptops Server installed base
Has a enterprise class data center Smartphone installed base
Tablet installed base
Currently use SaaS, IaaS or PaaS Server virtualization Security
Ravi, IT Manager
Med. & Lrg. Business
Tech Enthusiast
External Influencers
Segment Size (among all medium and large businesses
32%
Org
aniz
atio
nal
Att
itu
des
an
d B
usi
ne
ss
Ou
tco
me
s
Use tech as competitive advantage
Willingness to pay a premium $$$
Early tech adopters
Employees that are extremely connected and extremely dispersed
Full time dedicated IT staff
88%
% with Dedicated IT Budget
$10.4M
Avg. IT
Budget
Mean
Deployment Size
3,168
329
1,016
420
90%
95%
65%
43%
Technologies in Use
Influencers
IT Budget
IT
Environment
Intel IT Manager Persona
Leveraging Data
Business intelligence tools to speed the ability to report, analyze and store data (e.g., data mining, analytics, data warehousing, etc.)
Data management applications that control, protect, deliver and enhance value of data and information. (e.g. ERP, CRM, transactional databases, etc.)
Capabilities to improve our vendors’ or partners’ abilities to access our data. (e.g. web portals, B2B gateways, etc.)
Business process capabilities to improve workflows within my company (e.g. six sigma, business process modeling, etc.)
Virtualization
Desktop virtualization
Server virtualization (e.g., expanding; improving manageability etc.)
Telework/ Mobility
Capabilities to enable employees to work from home (e.g. VPN, Citrix, remote access to the company’s network, etc.)
Enabling employees to use their personally-supplied devices, computers or phones to connect to the company’s network
Security
Automating IT management (e.g., software / patch updates)
Improving compliance with regulation
Improving our company’s IT security
Other
Improving the delivery of applications across different devices*
Giving new company-supplied computing tools to employees such as smartphones, tablets or similar
Consolidating or integrating our data centers, network and storage infrastructure**
Capabilities to accommodate or manage data growth and storage needs
Ravi, IT Manager
Med. & Lrg. Business
Tech Enthusiast
Very High
Security
Very High
Very High
Very High
Collaboration
Mobility
Information Mgmt
IT Initiatives Challenges/
Concerns
IBM Police Chief for Public Safety Sector
Influencers
Content
Distribution
Content
Topics
Source: IBM “The Science of Marketing. The Art of Conversation”, Michele Grieshaber
Job
Description
Drake Mortors Company- SUV potential buyer
Content
Distribution
Content
Creation
His
Objectives
To Do: Create your
own persona
Image
Name?
Personal Profile?
Job Description?
Challenges or Desires?
Content needs?
Preferred media to
receive information?
Persona is not a
panacea
-Social Listening
-Seller Interviews
-Buyer Research
-Keyword Search
-Other data…
Gather additional insights from:
Reference point: A good comparison on social listening tools
http://social-media-monitoring-review.toptenreviews.com/
Reference point: Keyword Search Tools
http://copyblogger.com/keyword-research-tools/
Reference point: Keyword Search Tools
http://acquire.com/blog/the-best-free-premium-keyword-research-tools/
My company asks me to support
multiple audiences and business
objectives. What should I do?
Tip: Prioritize
Get buy-in from mgmt.
Less is more.
Understanding the customer
journey is another
pre-requisite for content
creation
But, everyone’s journey
is a little different…
Search and
social media
make the
customer journey
harder to follow
Let’s sit back
and think
about the
customer
journey
differently
Create a customer
journey to follow
how they “think”,
not how they
“purchase”
Learn Plan Decide Purchase
I have an issue. How should I solve the
problem?
What tools do I need to
help me solve the
problem and make a
good decision?
Help me build the
business case to make a
purchase.
3rd Party Market Research
White Paper
Buyer’s Guide/Selection Guide
Demos
Case Studies
Videos / Webcasts/ Webinars
eBooks
Product Brief / Technology Brief
Newsletter
Select topics to address your audience’s needs
Intel Example:
Map content to IT Manager’s thought journey
Select 3-5 Assets for each stage
Learn Plan Decide Purchase
I have an issue.
Explain a concept,
product or
technology to
address the issue.
How should I solve
the problem?
Best practices to
solve the problem.
What tools do I
need to help me
solve the problem
and make a good
decision?
Help them to sort
through diff.
options.
Help me build the
business case to
make a purchase.
- Product Brief
- Market Research
- eBook
- Video:
Virtualization
101
- White Paper
- Market Research
- Buyer’s Guide
- Top 10 tips
- Demos
- Selection Guide
- Case Studies
- Cost and feature
comparison
guide
- Case Studies
- ROI selection
tool
- Cost and feature
comparison
guide
Topic: Virtualization
IBM Example:
Map content to Police Chief’s thought journey
Source: IBM “The Science of Marketing. The Art of Conversation”, Michele Grieshaber
Plan
Business Objectives
Target Audience
Content Creation
Content Distribution
Budget
Planning
Success Measure-
ment
How to tie
content creation
and distribution
to the customer
journey?
Map content to media channels
Earned Media
Organically generated
Social Media Platforms
Paid Media Owned Media Traditional Advertising/
Demand Generation Corporate Properties
Converged
Media*
*Source: Altimeter Report: Paid + Owned + Earned = Converged
Media by Rebecca Lieb & Jeremiah Owyang
Content syndication,
paid media banners,
customized paid
MKT programs
Direct email,
company
websites,
company
communities
Content syndication,
social media
presence, 3rd party
communities/forums
When to use long form content
Paid Media Owned Media Traditional Advertising/
Demand Generation Corporate Properties
Content syndication,
paid media banners,
customized paid
MKT programs
Direct email,
company
websites,
company
communities
What about Social Media?
Paid Media Owned Media Traditional Advertising/
Demand Generation Corporate Properties
Converged
Media*
Content syndication,
paid media banners,
customized paid
MKT programs
Direct email,
company
websites,
company
communities
Content syndication,
social media
presence, 3rd party
communities/forums
Earned (Social) Media
Organically generated
Social Media Platforms
*Source: Altimeter Report: Paid + Owned + Earned = Converged
Media by Rebecca Lieb & Jeremiah Owyang
Tip: Repurpose, Reuse,
Refresh Content
Long From Content (1)
Short From Content (4)
Social Content (20)
For Social Media:
Break down long form content
To multiple short forms
Source: Bonfire Marketing
Short Form Examples
27-pages White Paper
600-800 word blog posts
Source: Bonfire Marketing
Social Content Examples
Source: Bonfire Marketing
To harness the power of
content for social media
Think like a
newspaper
publisher
Once you know
Your objective,
audience, content
creation and
distribution…
You can determine
your budget
You can
determine
your success
metrics
Once you know
your budget
Harnessing the power
of content marketing:
Know your audience
Map content with
customer thought journey
Think like a newspaper publisher