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

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WELCOME  WEBINAR  ATTENDEES  

Type  ques)on  here  

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TODAY’S SPEAKERS

ANDREW GAFFNEY PRESIDENT, CONTENT4DEMAND

MERRIE BETH SALAZAR MARKETING COMM. DIRECTOR, COX MEDIA

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•  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

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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

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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%

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CONTENT’S CHANGING LANDSCAPE

86%

access business related content on a mobile phone

(56% frequently/30% occasionally)

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CONTENT’S CHANGING LANDSCAPE

70%

access on a tablet

(42% frequently 28% occasionally)

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CONTENT’S CHANGING LANDSCAPE

85%

require mobile-optimized content

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CONTENT’S CHANGING LANDSCAPE

95%

prefer shorter formats

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CONTENT’S CHANGING LANDSCAPE

86%

prefer interactive/visual content

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“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%)

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47% want by industry

39% want content organized by vertical

56% want content delivered by business role

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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.

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