using content to communicate purpose (and deliver performance) · 2019-05-24 · nonprofits &...
TRANSCRIPT
Using content to communicate purpose
(and deliver performance)
Brona Banville
Head of Content & Social Strategy APAC, Salesforce
Bobbi Mahlab
Managing Director, Mahlab
Who is Salesforce?
A culture of engaging all stakeholders
Volunteer Hours
3.8M+Grants
$260M+Nonprofits & Education
40K
Putting our values into action
Our objectives
Build the Salesforce brand as:
● The #1 CRM
● A destination workplace (#1 Best Place to Work)
● A brand that has a purpose beyond profit.
How do we measure success?
Blog reach
● Page views
Blog audience growth
● Blog subscriptions
Blog content engagements
● Time on page
● Bounce rates
Social Media audience growth
● Followers
Social Media engagements
● Likes, comments, shares
● Videos views
● Click through rates
Form fills
● Downloading gated
content
● Event registration
Marketing Pipe
Blog Primary metrics
Social Media Primary metrics
Leads Secondary
metrics
Mahlab
Mahlab
Recruitment Marketing Industries
e.g. FinServ, Healthcare
SMB
Internal Comms Marketing Cloud
CXO Team MMGB and Sales
Service Cloud
APAC event audience gen
Trailhead Marketing Customer Success/Advisory
Finding the right partner
Content
Marketing
Team
Background
Before A new way to think
Product-focused content Customer-first approach,
aligning the content with
the audience needs
What no one else
is doing well
What Salesforce
wants to say
What Salesforce’s
audience cares about
What Salesforce has the
authority to talk about
SweetSpotNOW
BEFORE
Finding the sweet spot
Audience-led approach
Articles Blogs Videos Infographics Social
assets
Ebooks/
whitepapers
Shared Paid Earned Owned
Content Types
Influential Distribution Channels
Content Theme
Insights/Audience
Audiences
Segments
CxO Small business Service Sales Marketing IT/Dev
Industries
Financial Services Public Sector Manufacturing Healthcare Retail
Content structure
Content pillars
Blazing
Trails
Artificial
Intelligence
Future of
Work
Customer Driven
Business
Transformation
Trust Responsible
Leadership
Road to 2022
(Trust, Customer Success, Innovation and Equality)
Core Values
Blog
APAC ChannelsInternal comms
Owned Channels
Content
syndication
Third partyPaid Channels
Internal
#Ohana
Blog
SEM
Elevate
HIGHLIGHTS
● 1,500+ social media
engagements,
24,319 impressions and
267 clicks
● Content was top
contributors of leads and
marketing pipe
Audience:
CxO
Industry:
Financial Services
Content Pillar:
TrustBlogs
Social media assets
Infographic
Pre-event Post-eventDuring the event
Supporting major events with content HIGHLIGHTS
● Trended #1 on Twitter in
Australia
● Top performing blog and
infographic
● 1.6M Impressions, 20K
Engagements
Making content work hard
ANZ blog Infographic
Google Display
ads
Internal comms
Running like a brand newsroom
25 Feb 2019
PUBLISH DATE
TOPIC CTA STATUSDETAILS CHANNEL FORMAT FUNNEL POSITION
PERSONAS CONTENT PILLAR
SEO KEYWORDS
The top 5 things you need for long-term success in sales
The age of the empowered consumer is here and causing major shifts in the sales landscape. Give sales advice to achieve long-term success.
ANZ Blog Blog articleSales teams, all levels
Top of funnel
Artificial Intelligence, Customer-driven business transformation
Customer experience, sales, sales strategies
Register for the Sydney World Tour
Live
419% increase in ANZ
blog visits
2204%increase in EDM
subscribers8560%
increase in form
fills
184% increase social
media audiences
Results (since 2016)
What’s next?
Deliver value, not quantity!
Experiment with new content formats
APAC growth – India and ASEAN expansion
Focus on employee advocacy
Questions?