The rise of CONTENT MARKETING SMART HOW CONTENT MARKETING IS TRANSFORMING FROM ART TO SCIENCE
The Rise of Smart Content Marketing
Aug 23, 2014
Buyers today are more informed than ever. They use more information sources than ever, and social media to make informed decisions. Content Marketing is catching more and more attention from players like Coca Cola, Cisco, but also Google.
Content Marketing is transforming from an art to a science. The combination of technology and content is becoming a powerful tool in the toolbox of marketers.
What are the big trends fueling this idea of content marketing becoming more and more a science?
Content Marketing is transforming from an art to a science. The combination of technology and content is becoming a powerful tool in the toolbox of marketers.
What are the big trends fueling this idea of content marketing becoming more and more a science?
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Transcript
The rise of
CONTENT MARKETINGSMART
HOW CONTENT MARKETING ISTRANSFORMING FROM
ART TO SCIENCE
Changing Buying Behavior Ad overload Channel overload Source : Qmee
Buyers are using social as filters to cut information out of the noise…
@tomdebaere
“BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS”. SiriusDecisions
0
10
20
30
40
50
60
up to 30 31-‐‑40 41-‐‑50 51-‐‑60 Older
Use of social media for information or advice, by age
Use in %
THE MILLENIAL EFFECT
Source : Buyersphere 2012
The decision makers of tomorrow use social more and more…
@tomdebaere
All of this is changing the role of sales and marketing…
THE LONG LIST
Marketing Sales Longlist Shortlist Sale !
@tomdebaere
This is how you used to get on “the shortlist” of buyers…
That long list is less and less influenced by marketing and sales.
THE LONG LIST
So who is influencing that list?
@tomdebaere Yep…them again…
@tomdebaere
We don’t trust CEO’s or Marketing, but we DO trust our peers!
@tomdebaere
AND THAT’S WHY ALL EMPLOYEES NEEDS TO BUILD TRUST…
Customers and partners
Marketing Sales Production & Logistics
Customer Service
>>> TRUST & INTEREST <<<
ALL YOUR EMPLOYEES
@tomdebaere
By answering questions to technical and business issues
and that’s why Content marketing is catching the a_ention of marketers…
@ Coca Cola…
@ Cisco…
This is what Google is doing… • Secure Organic Search • Google Authorship • Panda & Hummingbird
“ Content is key – clear, concise, informative”
“Write for real people”
…and @Google!
@tomdebaere
© Velocity
Everyone is following the gold rush…
Backbone platforms
Now, something interesting is happening down there…
@tomdebaere
6 BILLION $ IN MARKETING SOFTWARE ACQUISITIONS When Buyer Seller Value 2010 IBM Unica 480 M$ 2012, 2013
Oracle Eloqua, Compendium, Responsys
1500 + 30 + 871 M$
2012 Microsoft MarketingPilot ? 2012, 2013
Adobe Efficient Frontier, Auditude, Day software, Demdex, Neolane
2500 M$
2013 SalesForce ExactTarget/Pardot 2500 M$ SAP Still has to buy
They all happen to be strong advocates of content marketing…
@tomdebaere
CONTENT MAKES SENSE And in todays digital, content and social driven world, it does makes sense…
@tomdebaere
SMART CONTENT MARKETING
And that’s why content marketing is transforming from an “art” to a “science”…
… about time you explain me !
PLANNING CONTENT ALONG THE CUSTOMER LIFE-CYCLE
New Customers Growing Customers
WHAT we solve
HOW we solve
WHY we solve
Awareness Consideration Buying Impress Enthuse Advocate
© tomdebaere
Call-‐‑to-‐‑action Call-‐‑to-‐‑action Call-‐‑to-‐‑action Call-‐‑to-‐‑action Call-‐‑to-‐‑action
MEANINGFUL
Strangers Visitors Leads Customers Promoters Advocates
@tomdebaere
AUTOMATED CONTENT DISTRIBUTION
I’m digging deeper I’m exploring I’m getting ready to buy
content
content
content
content
content
content
content
@tomdebaere
• Conversions, not engagement • End-‐‑to-‐‑End tracking • Agile Marketing techniques
• Darwin Analytics • Google Analytics • Marketing automation suites
RUNNING CONTENT MARKETING AS A BUSINESS
User metrics
Paid
Owned
Earned
Business Objectives
© tomdebaere
@tomdebaere
• Context – 1 to 1 via data • Integrated marketing systems – using CRM and ERP data
• Google Authorship
PERSONALIZED AND AUTHENTIC
@tomdebaere
• Less focus on SEO • Creativity as competitive advantage • More Visual & “Snackable” • Dynamic Screen Experiences
• “Youtulity” -‐‑ Content tools
CONTENT ITSELF IS CHANGING Citrix Project Accelerator
@tomdebaere
• Big content • Low effort content • Speed -‐‑ Newsjacking / Real-‐‑time • Atomization, Re-‐‑Use, Curation • “Click-‐‑baiting” to be avoided
NEW CONTENT TACTICS
@tomdebaere
• About content, not products • Email remains key • Content promotion • Build your community
• Native Advertising for top of funnel content
OUTBOUND IS BACK
Content
© tomdebaere
@tomdebaere
• Single marketing platform • Single segmentation • End-‐‑to-‐‑End reporting
• Consolidation is on its way -‐‑ SAP, Oracle, Microsoft, Salesforce, Adobe
FROM PLATFORM SILOS TO INTEGRATED SYSTEMS
Social networks
CMS Analytics CRM
Doc Mgmt
Webinar tool
Marketing Automation
Lead nurturing
1 @tomdebaere
• Sounds very 2008
• But soon great content won’t make it on page 3 of Google
• Own the community
BUILD COMMUNITIES AROUND BRANDS
@tomdebaere
WHAT DOES SMART CONTENT MARKETING TAKE? Vision and Strategy
Technology Culture & organization
Digital marketing excellence
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