How to build a content creation engine

http://twitter.com/bob_barker

Bob BarkerSept 2011


Who I am – a Marketing VP


Co-author


The 4 Wonders of modern marketingCreated by the Internet

SearchEnabling you to

be found

• SEO & PPC• Almost a perfect market mechanism

SocialEnabling you to

join the conversation

• Social Platforms• SMO• Social Media Monitoring• 1:1 interactivity with customers

Site Enabling you to market yourself

• Blog• Website • Facebook fan (BRAND) page• Everyone can be a publisher, have a voice

SendEnabling you to keep in touch

• Your Database• Email Auto responder• Your Data Asset, your equity in relationships, competition proof


Still mastering online social, good at offline social



Publisher with deadlines

Shop with Shelfs to fill

Hungry Salesforce

Hold the front pageFor 3 weeks

No stock For 3 weeks

No leadsFor 3 weeks

Why do you need a content engine?Without one it stops the business, its not an option

Your NewsYour News Your websiteYour website Your SalesYour Sales


WARNING TO PRODUCT MANAGERS AND BUSINESS

UNIT OWNERS: If your is content is not well

represented on the content hub (the website) your product

therefore doesn’t exist and we aren’t going to sell it


Content is the new currency of marketing


SayNews &

Spokespeople

SearchSEO

Site

Clicks

Customer Initiated Engagement - Inbound

The Bob BarkerMarketing Orchestration Model

(all S’s to remind everyone social is important in everything!)

Content


SayNews &

Spokespeople

SearchSEO

Site SocialPlatforms

See/SpeakAt events

Clicks Conversations


Social Engagement

StarsBloggers

Broad budget categories



Content


SayNews &

Spokespeople

SearchSEO

Site SocialPlatforms

Send Campaigns

See/SpeakAt events

Stroke/Trigger

Campaigns

Clicks Conversations Campaigns

Sales & Automated Engagement - Outbound


Social Engagement

StarsBloggers

SalesTelesales

Broad budget categories



Content

“70% of the buying process is now complete by the time a prospect is ready to engage with sales” SiriusDecisions B2B


Content is King

Marketing is Queen


Content is not king, helping your audience (people) is king


Content Creation Machine – Step 1 Research

SayWhat’s hot?

SocialWhat’s trending?

SearchWhat’s clicking

SiteWhat’s viewed?

SendTo people now

StuffWhat’s there

already?

SalesValue prop

Content Audit and

Review


Types of content

• White papers• Blog posts• Brochures• Case studies• Emails that worked• Website content• Sales guides• Education Material

• Presentations• Video interviews• Webinars• Press releases• Stuff posted on the

intranet• Podcasts• Reference Guides

Most people wont have read your content


Marketing Holy grail: understand what your

customers want and are looking for

Marketers have never had it so good

Social Media

Monitoring:Instant Market

Research


73%Use search as their first port of call when looking for information


Volume of conversations

Wha

t are

th

ey

talk

ing

abou

t?


Compare with competitors

Do we need to increase

our activity?


Sentiment and Tone

Is it content they are

negative about?

What content

could they share?


Demographics

Build c

onte

nt

for d

iffer

ent

grou

ps


Web Domains

Bette

r ha

ve a

st

rate

gy

for

Yout

ube

cont

ent


The communities that advocate your products

Have

conte

nt

read

y for

thes

e ch

annels


Word and Author Tag Clouds

Do people want

Content detail?

Do people want

Content detail?


Understand the geographic spread of conversations

Content in

different

languages?


Needs assessment

and planningMeeting

• Objectives•Themes•Budget

• Resource

Content Creation Machine – Step 2 Plan

SayWhat’s hot?




SendTo people now

StuffWhat’s there

already?

SalesValue prop

Cross Marketing Content Team

Content Audit and

Review

ContentRequirments


Identified hot or trending or sales focused topics for the Quarter

1. Inflation2. New product 3. X factor Winner


The biggest risk to successful marketing comes from boring

campaigns and wrong messages (83%), resulting from poor

customer knowledge‘Gambling with marketing’ survey


Content Creation 101

Why people engage with contentAuthority, Coolness, Social Proof, Pain, Pain and Urgency, Free, Fun, Rarity, Time Pressure


Content Creation 102

Freemium VideoBased

Educationbased

InformationProducts

CurrentEmotion/

News

Why people engage with contentAuthority, Coolness, Social Proof, Pain, Pain and Urgency, Free, Fun, Rarity, Time Pressure

Video, Graphical (Slides, animation), Written

Multiple Strategies Available


In the Market

Not in the Market

3%

But who any one time who is the market?

Source: Chet Holmes

91%

6%Might be


Freemium Strategy


Information Based Marketing How to...

• Write some great desirable, pain solving information, or

• Interview someone then write up

• Look at competitors and reverse engineer their claims – get an expert to answer how you would achieve XYZ


Education Based Marketing

• Changing the buying criteria– From: Buy my stuff its great – competing on Shouting loudest &

me,me,me– From: Buy my stuff its 50% off – competing on price– To: The 5 biggest mistakes people make when buying Content

Management Systems – appealing to people’s curiosity– To: Learn how a well managed CMS integated with SEO will

doubles your web traffic – Educate people

• Needs research to back it up• Appeals to people also not in the buying zone• If you teach people – guess who they will buy from once

they have finished reading or watching?


Rise of the use of Video


Themes for the Quarter

1. Our 10 step guide to combat inflation

2. How our new product can double your revenue overnight

3. Our competition to win and evening out with winner of X factor


Content Creation Machine – Step 3 Create and Extract

SayWhat’s hot?




SendTo people now

StuffWhat’s there

already?

Written

Repurpose

Video

Graphical

Needs assessment

and planningMeeting


• Resource

SalesValue prop


Content Audit and

Review

ContentNeeds

ManagementAllocateBudget

Research Plan Create & Extract

Know

ledg

e ex

trac

tion

& c

reati

on


Written

• Subject Matter Experts in-house• Your PR company• Commission external writers

– Online systems like Guru.com– Or our tested stable of writers who get us

• Commission reports• Find internal writers


Video


Infographic’s – get creative


Think viral and social…


ThinkCustomers are the new channel


And ask people to contribute on blogs...


Find and empower your Social Media Rock Stars


What about your CEO?

Job requirements for CEO’s will include blogging


Finding a passion


The internet forces you to define yourself Social Identity the new Silicon valley battle ground

Reputation Influence

Credibility

Activity Relationships

Realness


WARNING TO PEOPLE IN CORPORATES:

You may not have had time to notice or take part in what is

happening in the social world, its not your fault you are too

busy, but its all happening out there…


Content Creation Machine – Step 4 Schedule

SayWhat’s hot?




SendTo people now

StuffWhat’s there

already?

Written

Repurpose

Video

Graphical

Go to market plan

for the Quarter• Timing• Owners•Coord-nation

Needs assessment

and planningMeeting


• Resource

SalesValue prop


Content Audit and

Review

ContentNeeds


Present GTM& Approve

Research Plan Create & Extract Schedule

C1

C2

C3Know

ledg

e ex

trac

tion

& c

reati

on


PR Edcals – Editorial Calendars

It must

be newsworth

y


Blogger Edcals

Where do they f

ind

the time?


Make it easy – for contributors


Break it up


Content GTM plan for the Quarter

PR News Story

Blogs

Video

Web Content

Email @@ @@ @@ @@ @@ @@ @@ @@ @@

Direct mail

Ongoing ConversationsOngoing ConversationsSocial Content

October November December


Coordinate for impact/adoption around your theme

PR News Story

Blogs

Video

Web Content

Email @@ @@ @@ @@ @@ @@ @@ @@ @@

Direct mail

Ongoing ConversationsOngoing ConversationsSocial Content

October November December


Editor in ChiefYou are a publisher now…

On brandQuality

Raw editorialCo-ordination


Content Creation Machine – Step 5 Execute and Engage

SayWhat’s hot?




SendTo people now

StuffWhat’s there

already?

PR/NewsLead the conversation

Deploy on social channels

Create the conversation

Keyword SEO/PPCCreate the connection

Website deploymentEngage the customers

Campaign DeploymentTarget & Nurturing

Written

Repurpose

Video

Graphical

Go to market plan


Needs assessment

and planningMeeting


• Resource

Sales DeploymentBriefing/kits/collateral

SalesValue prop


Content Audit and

Review

ContentNeeds



CommunicateExecute

Research Plan Create & Extract ScheduleExecute

& Engage

C1

C2

C3Know

ledg

e ex

trac

tion

& c

reati

on


Deployment process – Social Media

Repurposing content opens new points of distribution and has a

compounding effect on reach

Start a discussion

Chop into episodic blog posts

Deploy as formal release

Repackage as presentation

Add voice for video

Tweet key takeaways


Asset deployment by SM channel


website

Corp blog

CorpVideo

Twitter

Slide Share

Facebook

LinkedIn

YouTube

Ybc/VIP Player

RSSFeeds

CustomerCommunity

Build a holistic view of your content


Using content for the Customer

Journey Email Marketing/onsite marketing

• How would the conversation go with a customer online – website, email or both

• Automation systems to engage, score, qualify and pass to sales

• Webinars – 55% of marketers use webinars as part of their nurturing strategy

• Write to people as a friend, include share buttons• When people are engaged they don’t mind email

1 2 3 4 5


Content Creation Machine – Step 6 Measure

SayWhat’s hot?




SendTo people now

StuffWhat’s there

already?

PR/NewsLead the conversation

Deploy on social channels

Create the conversation

Keyword SEO/PPCCreate the connection

Website deploymentEngage the customers

Campaign DeploymentTarget & Nurturing

Written

Repurpose

Video

Graphical

Go to market plan


Needs assessment

and planningMeeting


• Resource

Sales DeploymentBriefing/kits/collateral

SalesValue prop


Content Audit and

Review

ContentNeeds



CommunicateExecute

Research Plan Create & Extract ScheduleExecute

& Engage

C1

C2

C3Know

ledg

e ex

trac

tion

& c

reati

on

Sale

sfor

ce.c

om a

nd L

ead

trac

king

Measure

Review


Measure

• Success equals– Brand awareness, Social Buzz, leads, revenue

generated

• Measurement systems– CRM system– Marketing Automation System– Web Analytics– Social Media Monitoring/PR Coverage


Questions?

[email protected]

+44 7768 936916

How to build a content creation engine

Business