the rise of content marketing: how marketing procurement can best manage this transformation

marketing management consultants

The rise of Content Marketing:�How marketing procurement can best manage this transformation

Presented by Darren Woolley TrinityP3

ProcureCon Marketing 2016


Lets talk about…

•  What is Content and what is its role?

•  What agency and supplier sources can service the content marketing needs?

•  What new marketing and production models are required?

•  What is procurement’s role in managing this transformation?


Content Marketing is… Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. – Content Marketing Institute


Content Marketing requires… Content marketing as the process and practice of creating, curating and cultivating text, video, images, graphics, e-books, white papers and other content assets distributed through content management systems, media platforms and the social graph. – Gartner


Content Marketing starts with an objectiveWhat is the business and the marketing objective to be achieved? Top three goals of content marketing: •  Lead Generation (59%) •  Thought Leadership/Market

Education (43%) •  Brand Awareness (40%) http://www.slideshare.net/hschulze/b2b-content-marketing-report-40688285


Content Marketing needs a strategyWhat is the Content Marketing strategy to achieve this objective? •  Audience? •  Owned, earned and / or paid

platforms? •  Content creation required? •  Success metrics? •  Resource and budget requirements? 70% of marketers lack a consistent or integrated content strategy

http://www.altimetergroup.com/content-marketing-software-landscape/


Content Marketing requires resourcesInternal and / or external requirements Top five areas responsible for creating content: •  Corporate Marketing (53%) •  Product Marketing (39%) •  Subject Matter Experts (36%) •  PR/Communications (32%) •  External Agency/Consultant (30%)

http://www.slideshare.net/hschulze/b2b-content-marketing-report-40688285


Selecting Content Marketing external vendorsWhen selecting external vendors remember: •  Advertising ≠ Content •  But Content = Native Advertising •  Look for vendors with:

•  Proven track record in sustained content creation

•  Workflow practices to generate and maintain substantial volumes

•  Understanding of data, SEO, social media •  Have a collaborative approach to working

http://www.trinityp3.com/2016/02/choosing-a-content-marketing-agency/


Earned media is essential for Content MarketingPaid and earned media is required to promote your content. The top five most effective social media platforms to deliver content and engage audiences: •  LinkedIn (82% effective) •  Twitter (66% effective) •  YouTube (64% effective) •  Facebook (41% effective) •  SlideShare (38% effective)



Content Marketing must be measuredThe proof of concept is in the performance. Top 5 content marketing metrics: •  Web Traffic/Visits (63%) •  Views/Downloads (59%) •  Lead Quantity (42%) •  Lead Quality (39%) •  Social Media Sharing (36%)



Case study in Content MarketingAutomotive Insurance •  Low penetration into Classic and

Veteran Cars •  Raise leads and acquisition in this

valuable segment •  Deliver CPA lower than advertising and

Direct Mail / eDM •  Use content to attract the audience •  Outsource vendor to capture and

present content •  Use Facebook (Earned) •  Results?


How can procurement help content marketing?•  At each stage of Content

Marketing development what are the critical success factors?

•  What are the capabilities required for Content Marketing that is different from advertising?

•  How can procurement assist in making the Content Marketing budget buy more?

•  How do you ensure the Content Strategy has the right type and mix of suppliers and vendors?

•  Where are the risks associated with executing a content marketing strategy?

•  How can procurement assist with measuring and optimising performance?


The Procurecon Marketing Results•  On the day at this point in the presentation we put

the challenge to the room to discuss and capture as many ways as possible Procurement can help marketing with their Content Marketing strategy and implementation.

•  Seated at tables for eight each table vigorously and robustly discussed the commercial possibilities for 15 minutes.

•  How many can you come up with?

•  One table came up with 23 different and valuable ways Procurement could assist with the commercial arrangements and implementation of a Content Marketing program.

•  Can you come up with more? Let us know in the comments and provide the list.


How procurement can help content marketers•  Ensure there is a strong business

case under pinning the Content Marketing strategy.

•  Review internal and external resources and vendors to ensure fit for purpose.

•  Negotiate volume discounts and offer performance payments with vendors

•  Review vendor performance on a regular basis

•  Ensure contracts with external vendors protect the company against intellectual property and moral rights issues

•  Assist in tracking performance and reporting ROI back to the marketing team and vendors


Some valuable resourcesThe Ultimate List Content Marketing Statistics http://www.curata.com/blog/content-marketing-statistics-the-ultimate-list/

Content Marketing Management http://www.trinityp3.com/?s=%22content+marketing%22

Content Marketing Best Practice https://www.youtube.com/playlist?list=PL8WjgOnoGl8y425G6LxLqmFdiK4UtAWLA

Successfully Managing Content Marketing http://www.slideshare.net/darrenwoolley/questions-to-ask-before-undertaking-content-marketing


Thank you

TrinityP3 Pty Ltd London

+44 203 790 9229 Sydney

+612 9964 9900 Singapore

+65 6631 2861

[email protected] www.trinityp3.com

TrinityP3.com/blog/ @TrinityP3 TrinityP3 TrinityP3.StrategicMarketingConsultants

the rise of content marketing: how marketing procurement can best manage this transformation

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