#ee13 presentation: exploding the whitepaper
Post on 21-Oct-2014
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DESCRIPTION
Efficient processes. We all love them, but struggle to build them in our organizations. See how Plex, Concur and Kapost use content pillars to create enough (and effective) content for paid, earned and owned channels.TRANSCRIPT
#EE13
#EE13
6 STEPS TO CREATE A
CONTENT MARKETING FACTORY
#EE13
CONTENT MARKETING DELIVERS RESULTS. ü Year-over-year growth in unique SITE TRAFFIC is 7.8X HIGHER for content marketing leaders compared to followers (19.7% vs. 2.5%)
ü For content marketing adopters, the WEBSITE CONVERSION RATE is nearly 6X HIGHER than for non-adopters (2.9% vs. 0.5%).
ü The MARKETING RESPONSE CONVERSION RATE to MQL is 7.6X HIGHER for adopters versus non-adopters (7.6% vs. 1.0%).
ü Year-over-year GROWTH IN MARKETING CONTRIBUTION TO REVENUE is more than 6X HIGHER for leaders compared to followers (10.2% vs. 1.6%)
*Aberdeen, Crossing the Chaos, Sept. 2013
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MARKETING NEEDS TO BUILD A CONTENT OPERATION
“ The PRIMARY CHALLENGE to success in content
marketing is one of PROCESS:
Organizing the teams and participants involved so that they can collaborate effectively.
The SOLUTION to this challenge is to engineer an
optimized, cross-functional CONTENT FACTORY. ”
-Erin Estep, SiriusDecisions
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6 STEPS TO CREATE A CONTENT FACTORY
1. TEAM
2. IDEATION
3. PLANNING
4. PRODUCTION
5. DISTRIBUTION
6. ANALYSIS
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TEAM
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IDENTIFY IMPORTANT ROLES CONTENT OPERATIONS
WEB/SOCIAL
MARKETING OPS
SALES
CUSTOMER SUCCESS
MAR COM / CORPORATE MARKETING
PRODUCT MARKETING
SUBJECT MATTER
EXPERTISE
POLISH & COMMUNICATIONS
DISTRIBUTION
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IDEATION
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GENERATE CONTENT IDEAS COMING UP WITH THE CONTENT IDEAS
• INTERNAL: SALES, SERVICES, SUPPORT
• SOCIAL
• DIRECT: INTERVIEWS, SURVEYS
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PLANNING
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QUARTERLY CAMPAIGN CALENDAR
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THE PILLAR APPROACH
4
4 1 7 1 1 3 1
3
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PRODUCTION
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SET UP A MACHINE, NOT A LOG JAM
• COMMUNICATION & VISIBILITY
• FOR EACH TASK, ESTABLISH A:
• WHAT?
• WHO?
• WHEN?
WHO
WHAT
WHEN
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DISTRIBUTION
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DISTRIBUTE CONTENT ACROSS THE ENTIRE FUNNEL
WEB & SOCIAL
MARKETING OPS
SALES
CUSTOMER SUCCESS
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ANALYSIS
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MEASURE RESULTS DISCOVER WHAT’S WORKING (AND WHAT’S NOT)
12 21
35
68
142
MAR 2012 JUN 2012 SEP 2012 DEC 2012 MAR 2013
• CONNECT CONTENT TO WHAT MATTERS: LEADS, REVENUE
• FIND THE PATTERNS
• USE DATA TO INFORM FUTURE CONTENT DECISIONS
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LET’S REVIEW
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6 STEPS TO CREATE A CONTENT FACTORY
1. TEAM
2. IDEATION
3. PLANNING
4. PRODUCTION
5. DISTRIBUTION
6. ANALYSIS
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CONTENT STRATEGY AT CONCUR
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CONCUR CHALLENGE: SCALABILITY
Growth + Globalisation - Structure =
• Wasted time and effort
• No sharing of good ideas/ recreating the wheel
• Many local campaigns (which were actually just programs/tactics)
• Many programs did not use content across all channels
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CONCUR CHALLENGE: VISIBILITY
Over 30 different marketing calendars each a different format….
But
Still no visibility for central support teams
And
No way to see one holistic picture of all-up marketing activity.
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CONCUR CHALLENGE: WHAT IS SUCCESSFUL
CONTENT? Did not understand what or how to measure!
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SOLUTION: SCALABILITY AND VISIBILITY
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+ CONTENT/PROGRAMS WORKFLOW
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+ ENABLING GLOBAL CAMPAIGNS
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WORK IN PROGRESS: UNDERSTANDING CONTENT
SUCCESS • Persona
• Buyer journey Then Analyse
• Was it really our target persona?
• Where were they really in their journey?
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EXAMPLE: BLOWING UP THE WHITEPAPER…
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RESULTS: UK SMB RE-USE Total inquiries from content YoY – up over 100% Total engagement YoY – up over 150%
FY 12 FY 13
Core Content Pieces
5 12
Exploded Sub-Content
3 Over 30
Reuse by other regions/countries
ZERO 8 core / 20+ sub
EXAMPLE: GLOBAL LEVERAGE EXPENSE POLICY TEMPLATE
RESULTS
32
US: 1900 AU: 500 UK: 600
Germany: 550 Canada: 220 Asia: 230
WEB SUCCESS AROUND THE GLOBE…
THE EXPENSE POLICY TEMPLATE GENERATED OVER 3800 WEB LEADS IN FY13
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TOP TIPS Start simple…adoption is not a one stop shop….need to change group behavior Create content that is “no regrets” – even if you don’t know buyer journey or persona there are always some ‘no brainers’ (ask sales or look at your competitors!) Don’t wait to get started…
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CONTENT MARKETING IN THE REAL WORLD
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FINDING THE WHY BEHIND THE STRATEGY
• Communicate from the Inside Out
• Uncover Your Internal Drivers
• Align Strategy with the Why
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FREE RANGE CONTENT DEVELOPMENT
• Many Creators
• No Process
• Zero Visibility Marketing
Operations
Advertising/ Collateral
Events PR
Analysts Social Blog
DM Messaging Content Assets
White Papers Case Studies
Trade Shows Webinars Industry Experts
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SOLUTION: REIGNING IN THE FREE RANGE
• Think Campaigns
• Test by Doing
• Explode One Piece of Content into Many
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CREATING CONTENT FOR PEOPLE
• Align Voice and Message
• Reduce Adverbial Laundry Lists
• Borrow from Dickens and Spielberg
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A CAMPAIGN
One Campaign, Many Pieces, all in One Place.
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STUFF I’VE LEARNED SO YOU DON’T HAVE TO
• Embrace Change … There Will Be a Lot of It
• Test by Doing
• Learn by Testing … Then Change
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BE THE CONTENT MARKETING SUPERHERO
YOU ARE!
Thank You!
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TOBY MURDOCK CEO & CO-FOUNDER
@TOBYMURDOCK @KAPOST
ANITA MARSH
LINKEDIN.COM/ANITAMARSH @ANITAMARSH
@CONCUR
JAN WELBORN-NICHOLS, [email protected] LINKEDIN.COM/IN/JANNICHOLS