why you should invest in content marketing & 7 key factors to success
TRANSCRIPT
The answer is not in talking aboutproducts…
“people care much more
about their own problemsthan they care
about your products”
From the 4P model
product place
price promotion
I do not care about thefeatures
…
I do not care about the placewhere you wontto seal the deal
…
I do not want one way
communication(with internet as
an extra channel)
Price isn’t mymain concern
…
to the SAVE model.
solution access
value education
I do care about the
problems yousolve
It’s about myentire buyer
journey
I want to beinvolved at each
point in the buying cycle
Price comesafter my
concern aboutvalue
Interruption marketing is out.
“We need to stop interruptingwhat people are interested in
and bewhat people are interested in.
”
- Craig Davis -
Technology put the customer in control.
“Today’s buyers might be anywhere from two-thirds to 90% of the way through their journey before the reach out to a vendor.”
- Lori Wizdo, Principal Analyst at Forrester Research -
Technology alteredthe way buyersdiscover, understandand choose products.
enter Content Marketing
content marketing is a strategic marketing approach focused on creating and distributingvaluable, relevant and consistent content to
attract and retain a clearly defined audience andto drive profitable custom action
- the content marketing institute -
Content Marketing is relatively simple“
The buyer journeyis nothing more
than a series of questionsthat must be answered.
”
Avoid producing crap !There’s more and more content to come…from more and more sources…from inexperienced content creators, pushed to the limit…
A LOT OF CRAP !
It will make people more reluctant to trust the next content that comes along : our content…
(looking like the good stuff)
Trusting relationships need qualitycontent.
The winners will be the companies that evolvebeyond the sum of their products.
Through quality content, they will be the thought leaders.
Quality content thus supports trusting relationships.
key factors tocontent marketing success
1. Document your content strategy
2. Build a content team
3. Map content to customer journey
4. Publish quality content
5. Distribute your content
6. Track content marketing ROI
7. Integrate a strong technology
key factors tocontent marketing success
1. Document your content strategy
2. Build a content team
3. Map content to customer journey
4. Publish quality content
5. Distribute your content
6. Track content marketing ROI
7. Integrate a strong technology
1. Document your content strategy
#1 – business goals : why are you creating content ?
All content should directly support or complement your larger business goals.
Examples : put in your business goals…
1. Document your content strategy
Define the elements each piece of content should contain to effectivelysupport your business needs.
Examples : put in your content goals…
#2 – content goals : what do you want the content to do ?
1. Document your content strategy
The most successful content marketing campaigns align production anddistribution to the needs, goals and concerns of a specific audience.
Examples : put in your audience description…
#3 – audience : who will your content speak to ?
1. Document your content strategy
Determine where you fit in the industry. Take note of how crowded the space for content is, and how far behind or ahead you are.Take note of the formats that seem to stand out.
Examples : your competitor research…
#4 – competitor research : what are your competitors doing online andwhere can you find competitive advantage ?
1. Document your content strategy
Directly involves implementation.
Prioritize quality and frequency over aspirational formats until you have a solid content library.
Examples : put in your evaluation…
#5 – format : what are the content formats we can produce ?
1. Document your content strategy
Promotion is about driving your audience to your content, distribution is about driving your content to your audience.
#6 – publishing, distributing en promoting content : Where will the content live and how will it beshared ? How often will you publish content ?
1. Document your content strategy
There should at least be one person in the company dedicated to content marketing success, one who thinks and acts like a publisher.
Someone must be accountable for content and manage it as an asset (ROI).
#7 – implementation : who will produce, publish and promote yourcontent ? Budget ?
1. Document your content strategy
Set metrics and KPIs that align with your business goals, content goals, and strategic initiatives during the strategy processto make sure you analyze your results within the right context.
#8 – measurement : How will you measure succes ?
key factors tocontent marketing success
1. Document your content strategy
2. Build a content team
3. Map content to customer journey
4. Publish quality content
5. Distribute your content
6. Track content marketing ROI
7. Integrate a strong technology
Use your documented strategyand make sure
everybodyknows
the overarchingpurpose of your content.
2. Build a content team
2. Build a content team
Editor
Oversees content
projects, ensures
brand consistency
and aligns
content with
business
objectives.
Community
Manager
Distributes content
across social
channels, engages
online communities.
Designer
Brings content to life
through the user
experience and rich
visuals.
Contributor
Content creator who
contributes to your
project.
SEO / SEA
Specialist
Manages the
distribution of
content online.
Analyst
Reports on the
defined KPIs.
Curator
Finds the best
content from around
the web.
2. Build a content team
The required skillset is more associated withnewsrooms than with traditional marketing agencies.
The approval process will need tosupport a swift publishing process.
key factors tocontent marketing success
1. Document your content strategy
2. Build a content team
3. Map content to customer journey
4. Publish quality content
5. Distribute your content
6. Track content marketing ROI
7. Integrate a strong technology
3. Map content to buyer personasand buyer journeys
to understand your audience’stop concerns
and to ensure that your content engages at every buying stage…
3. Map content to buyer personasand buyer journeys
Fictional representationsof our buyers to helpus think about…
Where do they get
theirinformation
?
How do they
consumetheir
information ?
Which kind of content
do theyneed
?
What topics should we
write about?
What toneand style is
needed?
Best delivery strategy
?
…
The buyer’s journey is the activeresearch process a potential buyer
goes through leading up to a purchase.
3. Map content to buyer personasand buyer journeys
key factors tocontent marketing success
1. Document your content strategy
2. Build a content team
3. Map content to customer journey
4. Publish quality content
5. Distribute your content
6. Track content marketing ROI
7. Integrate a strong technology
4. consistently publish quality content
Quality content is the content that solves a problem best, quickest, and on-demand.
Start with a
content audit.
4. consistently publish quality content
Use an editorial calender.Plan ahead.Prepare to be reactive.
4. consistently publish quality content
COPE
CREATE
ONCE
PUBLISH
EVERYWHERE
use existing components of content in multiple ways
4. consistently publish quality content
Look for the ideal mix of types of content
Original
User generated / crowdsourced
Licensed from other sources
key factors tocontent marketing success
1. Document your content strategy
2. Build a content team
3. Map content to customer journey
4. Publish quality content
5. Distribute your content
6. Track content marketing ROI
7. Integrate a strong technology
5. Distribute your content
One of the biggest mistakesafter creating and publishinga piece of content is to stop.
Promote it to your target audience.
key factors tocontent marketing success
1. Document your content strategy
2. Build a content team
3. Map content to customer journey
4. Publish quality content
5. Distribute your content
6. Track content marketing ROI
7. Integrate a strong technology
6. Track content marketing ROI
CONTENT MARKETING(owned, earned and paid media)
PERFORMANCE OPERATIONS
consumption retention sharing
engagementmarketing pipeline
impact (mpi)sales pipeline impact (spi)
production cost
6. Track content marketing ROIco
nsu
mp
tio
nre
ten
tio
nsh
arin
gen
gage
men
t
site / blog asset social media email
• page views• unique visitors• avg time on site
• downloads• form
completions
• link clickthroughs
• open rate• Clickthroughs
• % returning• bounce rate• number of visits• pages/visit
• Followers • subscribers• unsubscribers• opt-outs
• Forwards• social media link shares• retweets• likes
• session duration• page depth
• comments andsocial media chatter
6. Track content marketing ROIo
per
tio
ns
RO
I
site / blog asset social media email
• new leads generated (first, last, multi touch)• existing leads touched• content score
• % and € value of opportunities influenced/generated• % and € value of opportunities won
• return on investment• influence
mp
isp
i
Production• time to live• content throughput• content backlog
Cost• production cost per post• distribution cost per post• promotion costs
key factors tocontent marketing success
1. Document your content strategy
2. Build a content team
3. Map content to customer journey
4. Publish quality content
5. Distribute your content
6. Track content marketing ROI
7. Integrate a strong technology
7. integrate a strong technology
The right software makes iteasier to get the work doneand measure the results.
7. integrate a strong technology
You need a single location where you canfind, share, and measure the impact of content across the sales cycle.
7. integrate a strong technology
accessible
relevant
trackable
Content should become ART.
to internal teams
to buying stages & personas
impact
Earn your audience vs buying it…
Evolve beyond the sum of your products.
Think SAVE !
Become a thought leader through quality content.
Build relationships.
Marketers must enable and empower.
topics to tackle
1. Document your content strategy
2. Build a content team
3. Map content to customer journey
4. Publish quality content
5. Distribute your content
6. Track content marketing ROI
7. Integrate a strong technology