Content Marketing to Build Passionate Subscribers to Your Brand - Adobe Summit 2013

Scott Liewehr, President and Principal Analyst

@sliewehr | @just_clarity

March 7, 2013 at #AdobeSummit

Content Marketing to build passionate subscribers to your brand

http://digitalclaritygroup.com #AdobeSummit  |  @sliewehr   2  

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Let’s talk about engagement… #AdobeSummit  |  @sliewehr  

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“Engagement occurs when a consumer interacts with a brand, and elects to invest in it physically, financially or emotionally.”

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Most valued currency on the web

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“Brands that view the consumer empowerment phenomenon as an opportunity will win.”

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Customer Experience #AdobeSummit  |  @sliewehr  

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“A customer’s holistic perception of a company and its offerings based on all of the customer’s interactions with the company…”

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CXM or

[my preference]

CEM 11  #AdobeSummit  |  @sliewehr  

Great, another acronym… #AdobeSummit  |  @sliewehr   12  

From inside out to outside in §  Who are our

customers? §  How do we get them

to come to our sites? §  What do we want

them to do there? §  How do we keep

them from leaving?

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§  Who are our customers?

§  What do they need to do?

§  How can we help them do it?

§  . . . and better than their options?

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If you’re going outside, take a . . .

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Technology is critical

§ C

§ O

§ A

§ T

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ustomers

bjectives

ctions

echology

. . . and last

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After all, it’s all about content, right?

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What is Content Marketing & why should you care?

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Content Marketing is not *new*

…and it’s not all that hard either

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Innovating story, process, channels #AdobeSummit  |  @sliewehr  

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§  Can we make sense of the true nature of Search?

§  Can we drive better traffic? §  Can we make a business

case for a retargeting network?

§  Can we make PPC better?

Pay Per Click ads 24  #AdobeSummit  |  @sliewehr  

Our Software Is Great www.company.com  Customized Software for the enterprise Get A Custom Demo!

Be A Superhero www.company.com  True software success. Free Guide - To Build The Business Case.

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Retargeting can work 26  #AdobeSummit  |  @sliewehr  

§  Can we make PR really work for marketing?

§  Can we bring the “relations” back to Public Relations?

§  Can we tell human stories, not make canned releases?

§  Can we make PR better? Public Relations 27  #AdobeSummit  |  @sliewehr  

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§  Can we stop chasing our own “long tail”?

§  Can we create beloved content, and in turn gets the Google love?

§  Can we write stories that engage rather than settle bar bets?

§  Can we make SEO better?

Search Optimization 30  #AdobeSummit  |  @sliewehr  

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FOCUS: Sharable content; engaging, passionate topic Work on developing deeper engagement. Less content | Higher Quality One Year Later – Results: Web traffic: -30% Engagement: +150% Inbound Links: +40% Social Sharing: +100% Sales: +350%

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§  Can we create more valuable customers?

§  Can we make it easier to retain/upsell customers?

§  Can we create customers who will defend our brand?

§  Can we make Customer Retention better? Customer Retention

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What we’ve learned about the process of Content Marketing over 12 mos…

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§  Most organizations are siloed, now even within Marketing.

§  Most organizations are starting to transform their marketing groups.

§  B2C and B2B processes are more different than they might first appear.

§  Marketing doesn’t want more technology.

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Create  &  Manage  

OpFmize,  Aggregate,  Curate  

Converse  &  Listen  

Measure  &  Learn  

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§  The key is utilizing fast moving technology to de-silo the PROCESS, not the team.

§  Collaborative roles and processes created to facilitate better communication.

§  Alignment of governance, measurement and goals. Different for B2B and B2C.

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Create  &  Manage  

OpFmize,  Aggregate,  Curate  

Converse  &  Listen  

Measure  &  Learn  

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The Content Marketing team Typical roles within your existing team…

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Chief  Content  Officer  

Managing  Editors  

Content  Producers  

Chief  Listening  Officers  

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Content  Creators  

§  Most vendors and agencies think of enterprise marketing as one big team. It’s so not.

§  Big gaps in capabilities are being filled by freelancers and agencies (but not for long).

§  Startup technologies are providing point-solutions to fill technology gaps.

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Create  &  Manage  

OpFmize,  Aggregate,  Curate  

Converse  &  Listen  

Measure  &  Learn  

This has created a mess…

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Web Social Social CRM Brand E-Mktg

Owns: Web Site & Optimization Measured: Traffic SEO Leads

Owns: Facebook Twitter Measured: Engagement

Owns: CRM Twitter Measured: Not

Owns: TV Measured: Awareness

Owns: Blog Social Content Measured: [Working On It]

§  Content Strategy Not Aligned. Web, Social, PR, eMarketing… §  Measurement Not Aligned (in fact, conflicts) §  Process and tool silos emerging, questions on WCMS

PR

Owns: PR Content NewsRoom Content Measured: PR

Case study: Top 5 Insurance Co.

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Case study: Top 5 Insurance Co. Examples of the “stuff” that’s not getting done…

§  Content Strategy = Where should they DO content marketing? Website? Resource Center? Blog? Microsites?

§  Editorial guidelines and enforcement (Writers / Editors)

§  Social Governance (Social Team failing…slowly)

§  Content collaboration and curation (NewsRoom shifting)

§  True content repurposing across channels (Blog flailing)

§  Writer collaboration and ratings (14 external agencies)

§  Mis-aligned measurement for content and marketing

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Case study: Top 5 Insurance Co. §  Re-alignment of

marketing to Content Marketing

§  Building content strategy around eMarketing

§  Hiring: Writers, editors

§  Deploying: Editorial

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Unified  Content  

Technology  

Social  Brand  Team  

Social  CRM  

Brand  Team   Web  Team  

eMarkeFng  

Public  RelaFons  

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So, what are you waiting for?

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The bar has been raised… #AdobeSummit  |  @sliewehr   45  

…but you have all the tools #AdobeSummit  |  @sliewehr   46  

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“With great power comes great responsibility.”

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Thank you

Scott Liewehr | @sliewehr Digital Clarity Group | @just_clarity sliewehr@digitalclaritygroup.com

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