3.3.15 webinar

Boldly Take Your Content Where No One

Has Gone Before: Tactics for Better

Content and Competition Analysis

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Our Speakers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Lee Frederiksen is an award-winning marketer and business strategist who helped pioneer the field of research-driven marketing. As the Managing Partner of Hinge, a marketing firm for the professional services industry, he draws on his Ph.D. and his CEO experience to help clients achieve high growth and profitability. Lee’s research on marketing and business growth has made him a recognized industry name, along with the six books he authored on the same topics. He been quoted in a number of main-stream publications, and he regularly speaks at major industry events around the country. @HingeMarketing

Petra Neiger had leadership roles at Cisco, Siemens, Seagate and most recently at Polycom where she was Senior Director of Integrated Marketing. She is also known for building and leading social business at Cisco and overseeing the digital launch of the company's Internet of Everything brand campaign, both receiving many best practices awards. In her new role, which she started this week, she is helping brands as an advisor with their digital and social efforts. In addition, her new venture, Red Pantz (with a "z") provides tools and methods to leaders and teams to manage stress, and increase engagement and productivity at work. @petra1400

Chris Boudreaux advises large brands on digital and social media strategy, operations, solution architecture and implementation. Before joining EY as a Digital Strategy Executive, Chris spent 20 years helping large brands transform their customer relationships and business operations through digital and social media. Prior to EY, he led the Social Business Consulting practice at Accenture, globally. He also led business development and marketing at a digital advertising start-up acquired by Glam Media, and created a consulting practice within the social media agency, Converseon, where he served clients including IBM, Ford and Walmart. @cboudreaux

have received a referral from someone

who wasn’t a client.

81.5%

Source: http://www.hingemarketing.com/library/article/referral-marketing-for-professional-services-firms

#RethinkingReferrals

of buyers have ruled out a firm

before speaking with them.

51.9%

Source: http://www.hingemarketing.com/library/article/referral-marketing-for-professional-services-firms

Educated me

Source: http://www.hingemarketing.com/library/article/book-inside-the-buyers-brain

Sales Winners vs. Runners-Up

The #1 Difference:

with new ideas and perspectives.

1. Research on target clients to identify top business

challenges.

2. Identify the issues that your services can resolve.

3. Address issues with keyword-driven topics.

4. Develop useful, educational content with a unique

perspective.

The Process for Creating Great Content

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Content Marketing:

Feels Like We’ve Been Here Before…

Social Is Everyone’s Business…Content

@petra1400

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…And a Balancing Act

@petra1400

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How Well Are We Doing?

The attention span of a goldfish is 9 seconds

@petra1400

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We Have Other Fish to Fry

“Customers need exposure to your content at least 7 times before they take action”(3)

(1)Source: Statistic Brain, The Associated Press via Samuel Chan blog

(2)Source: Webinar: How to Craft a Killer Content Marketing Strategy That Drives Results, 02-13-14

(3)Source: The Baby Boomer Entrepreneur

(4)Source: Sirius Decisions

“Human attention span went from 12 seconds in 2000 to 8 seconds in 2013”(1)

“Up to 70 percent of b-to-b content goes unused”(4)

“Customers need to interact with your content 3 to 5 times before they believe it”(2)

@petra1400

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Brands Need to Think Like Publishers

Source: baikahl, freeimages.com

@petra1400

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And Create An Always-On Content Engine

Shared vision and goals

supported by enterprise-wide processes

with individual accountability and ownership

and cross-functional governance and operations oversight

@petra1400

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The 4P’s of Content Marketing

@petra1400

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People: Get Support and Alignment from Management

• Creators

• Curators

• Writers

• Editors

• Syndicators

• Analysts

• Strategists

• Content lead, operations

Different roles, different skills

@petra1400

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Processes: Optimize Operations Based on Insights

• Train and enable

• Listen

• Plan– Decide on content goals and desired business outcomes

– Map content plan against buyer’s journey and persona targets• Content topic

• Asset type

• Delivery mechanism

– Think mobile

– Create an editorial program

– Establish gating rules

– Stay agile for real-time opportunities

– Leverage automation tools

• Engage

• Measure

• Analyze

• Improve

@petra1400

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Practices: Make the Most of Your Story

• Create

– Original and derivative content

– Based on others’ content

• Curate

– Analyst, press, UGC, advocates, other third party

• Encourage

– Enable advocates and friendly third-party voices to share your story

through their voices and channels

• Reuse

– As is, repurpose or update

• Manage content lifecycle

@petra1400

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Places: Promote, Promote, Promote

• Hosted content

• Rented media

• Earned media

• Third-party syndication

• Make your content easy to find, access and share

@petra1400

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Thank You!Petra Neiger@petra1400

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Our Speakers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Lee Frederiksen is an award-winning marketer and business strategist who helped pioneer the field of research-driven marketing. As the Managing Partner of Hinge, a marketing firm for the professional services industry, he draws on his Ph.D. and his CEO experience to help clients achieve high growth and profitability. Lee’s research on marketing and business growth has made him a recognized industry name, along with the six books he authored on the same topics. He been quoted in a number of main-stream publications, and he regularly speaks at major industry events around the country. @HingeMarketing

Petra Neiger had leadership roles at Cisco, Siemens, Seagate and most recently at Polycom where she was Senior Director of Integrated Marketing. She is also known for building and leading social business at Cisco and overseeing the digital launch of the company's Internet of Everything brand campaign, both receiving many best practices awards. In her new role, which she started this week, she is helping brands as an advisor with their digital and social efforts. In addition, her new venture, Red Pantz (with a "z") provides tools and methods to leaders and teams to manage stress, and increase engagement and productivity at work. @petra1400

Chris Boudreaux advises large brands on digital and social media strategy, operations, solution architecture and implementation. Before joining EY as a Digital Strategy Executive, Chris spent 20 years helping large brands transform their customer relationships and business operations through digital and social media. Prior to EY, he led the Social Business Consulting practice at Accenture, globally. He also led business development and marketing at a digital advertising start-up acquired by Glam Media, and created a consulting practice within the social media agency, Converseon, where he served clients including IBM, Ford and Walmart. @cboudreaux

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Upcoming Webinar

March 5th

Prioritizing the Customer Experience in Social Media

Panel: Jason Kapler, Chris Horton, Adam Naide and Paul Dunay