Content marketing - Presentation to Yes!Delft Marketing Cluster

presentation to Yes!Delft Marketing Cluster.

online content marketing.

1. what is content marketing?

2. developing a strategy

3. measuring results

4. getting started

2

me dennis saaltink

CheckZis (18 months)foundergeneral management business development

Reed Business (4 yrs)online innovationChief Strategy Officer

Sanoma Media (7 yrs)online publishingproduct development

online media

advertising

concepting

3

today

focus on B2B

focus on online

4

1. what is content marketing?

2. developing a strategy

3. measuring results

4. getting started

5

6

content marketing

advertorial

7

content marketing

magazinecontent marketing

8

content marketing

exhibitioncontent marketing

9

content marketing

app

10

content marketing

app

content marketing

tool

11

12

content marketing

website

13

content marketing

nothing new

“…not to sell John Deere equipment directly but, instead, to educate farmers on new technology and how they use

it to become more successful business owners and farmers.”

launched 1895

source: John Pulizzi, Content Marketing Institute, 2013

what’s the big deal about

content marketing?

14

15

Impact of online content on vendor preferences and selections according to B2B decision makers worldwide, April 2013

None

Small

Moderate

Major

1%

12%

60%

27% 87% 58%

38%

37%

35%

helps identify new solutions and approaches to solving problems and needs

introduces fresh thought leadership on business issues and challenges

validates value of products and solutions in addressing our needs

32%

provides valuable advice on best solutions and vendors

highlights solution providers who understand our issues and challenges

Roles of content in purchasing decisions according to B2B decision makers worldwide, 2013 (% of respondents)

Source: CMO Council and Netline, June 2013

27%

provides competitive data on solutions providers

content plays key role in purchasing decisions

the rise of content marketing

86% of B2C marketers are using content marketing

93% of B2B marketers are using it

source: Econsultancy / Adobe, 2012 ; BtoB Magazine, Sep 2012 / Curata, Nov 2012 / Content Marketing Institute, 2012, 2013 16

64% of marketers consider content marketing to be more important than advertising

0 10 20 30 40 50 600

10

20

30

40

50

60

Email Marketing

18

26

Content Marketing

Direct mail / print ads

21

49

18

25

2

difficult

effective

Source: Ascend2 and Research underwriters, "Lead Generation Strategy Outlook Report", April 2013 ; Team Analysis

Effectiveness and Difficulty of Lead Generation Tactics according to B2B professionals (in %)

17

content marketing among best ways to generate leads

0% 1-4% 5-9% 10-24% 25-49% 50-74% 75-99% 100% unsure

2%

11% 12%

21%

15%

11%

5%

2%

20%

source: 2014 B2B Content Marketing Trends, Content Marketing Institute / MarketingProfs

budget

percent of total marketing budget spent on B2B Content Marketing in North America

on average, 30% of marketing

budget is spent on Content Marketing

18

investment

time to effect

scalability ROI

traditional advertising medium medium low low

performance-based* low short medium medium

exhibitions medium short low low

content marketing medium long high high

* i.e. Google Adsense

content marketing’s Achilles heel

19

why is content marketing hot (but here to stay)?

20

accelerators of content marketing

digitization of marketing channels

economic crisis: need for better ROI

“sustainable marketing”

“the translation of an organization’s knowledge

and expertise into distributable content to drive

valuable prospect and customer action.”

=content marketing

21

definition

(one of many)

in other words

converting knowledge

into business

22

knowledge

trust

preference

knowledge and skills are

acquired through experience

trust is based on perceived expertise

when people trust you, they will prefer your business to the

next

building trust

23

content marketing is answering real questions

question answer business lead

customer question or problem drives online

user behavior

content created by marketer provides the

solution the stepping stone to conversion is created

how can I store my documents safely without losing accessibility?

“here’s a white paper on cloud storage solutions. It will show you the pros and cons and steps towards implementation.”

“would you like a free trial on our cloud storage platform?”

24

consumer outcomes

After reading, viewing, hearing your content, people will:

make better decisions

run less riskvalue

business outcomes

After reading, viewing, hearing your content, people will:

prefer your business

be marketable

value

content is the missing link between search and social

searchsearchers have a mission

they won’t stop until their problem is solved

[ focus on functional content ]

socialsocial networkers stumble

across interesting stuff

a latent need may surface

[ focus on interesting content ]

demand generation demand fulfillment

27

1. what is content marketing?

2. developing a strategy

3. measuring results

4. getting started

28

strategy

where to playand

how to win

29

strategy

goals

segmentation

creation

distribution

conversion

“the translation of an organization’s knowledge and expertise into distributable content to drive valuable customer action.”

30

goals

1. drive sales2. make customers happier3. save cost

revenueretentioncost

goal measure

[ these are strategic marketing goals! ]

for you as business

31

goalsfor you as a marketeer

lead generation

customeracquisition

customer service

customerretention

brand awareness

customerupsell

32

goalsfor your (prospective) customer

>how does this work?

>what’s in it for me?>what are the alternative solutions?

>what will I buy?>where can I buy it?

educate

explore

decide

evaluate

> did I make the right decision?> is it worth staying with this supplier?

33

goalsmatching yours with theirs

lead generation

customeracquisition

customer service

customerretention

brand awareness

customerupsell

marketer

user

34

educate

explore

decide evaluate

goalsthe visionary stuff

35

thought leadershipin your industry or niche

“A thought leader is an individual or firm that is recognized as an authority in a specialized field and whose expertise is sought and often rewarded.”

- Wikipedia

goalsthought leadership

lead generation

customeracquisition

customer service

customerretention

brand awareness

customerupsell

marketer

user

36

educate

explore

decide evaluatethought leadership

segmentation find audiences that are:

1. relevant duh..

2. attractivesize and €

3. targetableyou know where to reach them

4. serviceable you know their info needs and you have the info

37

creation topic

where to find inspiration:

what are the 20 most asked questions to sales and customer support?

what are people intensively discussing on relevant forums / social media?

what keywords are relevant, much searched and with modest competition?

Google keyword planner

38

creation format

source: 2014 B2B Content Marketing Trends, Content Marketing Institute / MarketingProfs

use of Content Marketing tactics and formats by B2B Marketers in North America

39

did you notice the content

marketing?40

creation format

formatyour websitearticlevideoinfographic(buying) guideproduct spec sheetnewsletterdemoinstructionalchecklistdecision treecalculatorslideshowreportwhitepaperwebinarcase study

lead generatio

n

customeracquisitio

ncustomer service

customerretention

brand awarenes

s

customerupsell

b2b specifi

c

b2c&

b2b

creation format

41

distribution

where is your audience?[ blog / social network /

website ]

42

43

2003keywords

links

2013200+ factors

determine PageRank

bad news: manipulation doesn’t work anymore

good news: focus on your customer, not Google

distributionGoogle is not stupid (anymore)

44

SEO – just do your homeworkdistribution

content marketing

45

distribution

shareable content

46

distribution

some caution

share content share link to content

when format fits the distribution platform

better

slideshow on Slideshare

video on Youtube

otherwise

Tweet about your latest blogpost

Google does not like duplicate content (= nearly exact copies),

so:

conversion

47

landing pages

1 goal

1 message: solution to a problem

1 call to action

super analytics

48

conversionlanding page example

lead generation

customeracquisition

customer service

customerretention

brand awareness

customerupsell

# ofleads

# ofcustomers

retention rate (%)

# of pageviews

# of social shares

lead quality retention rate (%)

customer value (€)

customer value (€)

engagement

cost49

conversionmetrics in the funnel

50

conversion example

conversion example

51

email registerdownload and next call to actionby email

follow up email (next day)

52

conversion example

checklist

53

planning

“plans are nothing, planning is everything!”

[ Dwight D. Eisenhower ]

54

planning

what will we create? topicfor whom? segment

who will create it? editorin what form? format

where will we place it? distributionhow will we measure? metrics

content plan

55

1. what is content marketing?

2. developing a strategy

3. measuring results

4. getting started

56

selecting metrics

set simple goals

unambiguous measurement

(SMART)

use metrics with direct

effect

the metrics you can influence with

actions

make it a habit!

check your metrics daily

57

lead generation

customeracquisition

customer service

customerretention

brand awareness

customerupsell

# ofleads

# ofcustomers

retention rate (%)

# of pageviews

# of social shares

lead quality retention rate (%)

customer value (€)

customer value (€)

engagement

cost58

conversionmetrics in the funnel

metric result possible actionscost of content production

too high find other suppliers do it yourself re-use / re-format existing content

views on content too low change title / opening image try other distribution platforms assess relevance

click-through-rate (CTR)

too low change your content (make it shorter, more practical, better looking)

improve call-to-action

conversion based on paths from content

too low improve usability of conversion path

improve deal attractiveness

measure – learn - adjust

example

59

1. what is content marketing?

2. developing a strategy

3. measuring results

4. getting started

60

inspiration

what are the 20 most frequently asked questions

about your product or service?

like: how do i use this product? how do i solve this problem? how do i minimize risk? how do i maximize opportunity? where do i need to think about when buying a product like this? what do other people think about this product?

61

quick start

62

select 1 topic

the most asked question by your

customers

select 1 target

segmenta core customer

group

select 1 goal

marketing: brand awareness –

lead generation – etc

user: educate – explore – decide - evaluate

select 1 format

list – article – whitepaper –

infographic - etc

create the content

do it yourself or hire somebody

create a landing pageusing whatever tool

is available (wordpress?)

distribute the content

(link)to where your target

segment is

measure – learn – adjust

to provide input for the next cycle

connecting the dots

articleblog post

white papere-book

infographicvideo

slideshowchecklist

decision treeQ&A

webinarreport

topic Atopic Btopic Ctopic Dtopic E

company website

social networkcontent sharing

external blog“the media”

63

blog posttopic A

company website

social network

white paper

slideshowchecklist

topic C

content sharingexternal blog

topic format channel

be neutralPeople will distrust any organization which only promotes itself

pay attention to styleBeautiful content displays quality

create evergreenContent that will retain its value over time – focus on knowledge, avoid news

re-useRe-using and re-formatting your content is being smart

finally, some tips

64

and remember

content marketing is

strategic marketing

it’s a full blown marketing

activity

it’s not a campaign

[ don’t hold your breath ]

content first

[ not last ]

65

great resources

http://contentmarketinginstitute.com/

http://www.quicksprout.com/blog/

66

“To me, a brand is trust”Steve Jobs

67

questions?

[email protected]

thoughts?

68

6 questions content marketers need to address

1. what are the 20 most asked questions by your customers?

2. to answer these questions, what content is available and what is lacking?

3. on what content and social platforms are your (prospective) customers present?

4. can you re-format the content to match the selected channels?

5. what information do you need from a prospect to make him marketable?

6. will your sales department properly deal with the leads you deliver?

1234

5

6

?69

original

content

curated content

videos

articlesreports

presentationsbooks

press releases

CheckZisSlideshare

YouTubeVimeo

Scribd Pinterest

content curation use external online content to

strengthen your content base act as an expert filter for your

audience

original content the core of your content marketing

strategy – adds most value to users distribute freely to online content

sharing platforms

getting more content

70

difficult

effective

Most Effective versus most Difficult Social Tactics used by B2B Marketing Professionals Worldwide, Feb 2013

Source: Ascend2 and Research underwriters, "Marketing Strategy Report: Social Media", March 2013; Team Analysis 71

socialdelivering the right content

inspiration