4d marketing – the key to creating amazing content - gareth case, director of marketing, xchanging...
TRANSCRIPT
garethcase.com @gareth_case
Introduction
A bit about me
• 15 years running B2B marketing teams
• Global Director of Marketing for Xchanging plc and Xuber
• Author of a B2B marketing blog – garethcase.com
• Follow me on Twitter - @gareth_case
garethcase.com @gareth_case
It’s a proven
methodology to make
your content and
campaigns absolutely
bloody brilliant.
Put Simply
garethcase.com @gareth_case
And what if I don’t
want to read your
brochure in the
‘conventional’ way?
garethcase.com @gareth_case
Different
stakeholders within
your customer and
prospect bases will
have different needs.
garethcase.com @gareth_case
So, the need for differentiation and relevant content has really never been more important
garethcase.com @gareth_case
A 4 Dimensional
Example
• 1 piece of source content (Company Overview PDF)
• 8 vertical markets (Fin/Ins/Ret/Man/T&L/Aer/Hea/Pub
• 6 Job Functions (CEO/CFO/CTO/COO/IT Dir/Mar Dir
• 8 Media Types (Brochure/Infographic/Video/Blog/Social/Whitepaper/Animation/DM
• 8x6x8= 384 pieces of content from a single source
garethcase.com @gareth_case
Then we turned out an infographic.
Same content, same message, different
format.
garethcase.com @gareth_case
• Within 1 month of launch • Company Overview PDF – 18 Downloads
• Company Overview Infographic – 121 Downloads
• Company Overview Animation – 1,283 Views
garethcase.com @gareth_case
The message was crystal
clear. The company overview
brochure was dead (almost).
Giving people the choice of
how they consume our
information was working.
garethcase.com @gareth_case
The main reason’s for a 10
fold increase in views for each
document? Differentiation and
less time require to consume.
2 vital components
garethcase.com @gareth_case
• We took it to the next level when we launched Xuber Analytics • Product Fact Sheet on website
• Presentation on Slideshare
• Infographic on website
• Animated Video on You Tube
• Series of 5 Blogs on Website
• Live Event in London
• Press Release and Journalist Engagement
• Analyst Reports
• Job Function Specific Messaging
• All tailored to the UK/US commercial insurance industry
• All supported by a Social Content Plan across 8 networks
garethcase.com @gareth_case
• Xuber Analytics as a suite of content (and associated thought leadership) is now: • Searchable
• Sociable
• Distributable
• Accessible
• Measurable
• Visible
• Consumable
• Try it – search Xuber Analytics on Google
garethcase.com @gareth_case
• Xuber Analytics Results • 330,000+ views accumulated across all content
• 8 direct sales opportunities
• 21 leads in development
• £2.3M recognised pipeline opportunity
• And when it’s ‘out there’ it’s ‘out there’
garethcase.com @gareth_case
Yes, content marketing is driving actual revenue for our business. Remind me, how many deals have you won from your company overview brochure again?
garethcase.com @gareth_case
Content marketing executed properly, will provide a better, more measurable ROI than any other marketing activity.
garethcase.com @gareth_case
The rise of the Content
Marketing Manager is upon
us. It will be the fastest
growing marketing role of
2014.
garethcase.com @gareth_case
Content is almost definitely
king. Invest in it. That
means your time, your
resource & your budget.
You have no chioce. Unless
you like finishing 2nd.
garethcase.com @gareth_case
Content marketing is
not to be confused
with lead generation.
It’s far more powerful.
garethcase.com @gareth_case
It doesn’t just influence search engines, it can create communities and unlock new markets, previously inaccessible.
garethcase.com @gareth_case
If you don’t take content seriously, really seriously, as a keystone in your marketing strategy, it’s time to re-consider your career.