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Content Marke+ng Workshop Toronto, Ontario Canada October 30, 2014
Content Marke+ng Workshop Toronto, Ontario Canada October 30, 2014
What’s our mission?
What’s Your 2020 Marketing Strategy?
You’re closer to 2020 - than you are from the
introduction of the iPhone
- than you are from your possible first tweet
- than from the possible creation of a Facebook page
1. Evolution of
customer relationship
2. Democratization of content and
experiences
3. Marketing’s
evolution in the business
• Similar to Production Era to Marketing Dept. Era
• “Relationship” expectations have changed
• Loyalty is to approach not product or service
• Decline of “reach and frequency” as focus
• Ease of publishing has created “small marketing”
• Power AND risk of not maintaining a brand audience
• Beyond organizing around technology or platforms
• Marketing must be strategic differentiator
• Creating value, not just describing it
The purpose of business is to create a customer. The business enterprise has two – and only two – basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”
- Peter Drucker, 1954
Integration of content as a core skill will be as critical as product development.
For some it’s already happening…
“Ideally, you’re writing your first line of content the same day as you're writing your first line of code.”
Dharmesh Shah, CTO Hubspot
82% & 50%
Education is a key – a third of all marketing investment going into content marketing programs
For some it’s already happening…
“80% of our sales leads and 50% of our bookings are generated from our educational marketing program”
David Levin, VP Marketing - Clinipace
For some it’s already happening…
Marketing makes us more ambidextrous in terms of innovation by connecting the technology to needs. We define marketing as a combination of value and innovation, and that means that we had to look at marketers as innovators.
Beth Comstock, CMO GE
List of Headlines Or things I know to be true
“If you can’t describe what you’re doing as a process, you don’t know what you are doing”
W. Edward Deming!
- Make the space - Prioritize the time - Have the discipline and
give permission to have a purpose.
“creativity is not a talent. It’s a way of operating”
John Cleese
We are marketers. Marketing is the unique distinguishing function of the business. We will help marketers transform the practice so that its purpose is to not only describe differentiating value, but create it; to delight audiences as a means to evolve customers from aware to evangelistic. In order to accomplish this – we must understand that content-driven experiences should be the unique value that differentiates our approach, and thus our business. Our content – the asset that differentiates us - deserves to be created, managed, published, promoted and measured as a strategic function within our business. This is content marketing. This is why we teach it. This is why we evangelize it. This is why we are here today.
Our Workshop Mission
We take the first steps today….
Act One The mission to measurement: Getting to a strategy
Act Two Starting with “why”: Getting to the heart of your story
Act Three Purpose-driven content Understanding the creation
Act Four Story mapping: Plotting the path to measurement
Lunch Break Yes, you’ll be working…
Act Five Context: Hear about CM in action
Curtain Call Let’s hear from you…
Act One The Mission To Measurement Getting to a strategy
WORKSHEETS URL HERE
Our CM Framework
STORY BEFORE MEDIUM A Mission For Content
Let’s Get To The Content Mission Put story first, media second “Content Mission is not about what you sell… it’s what you stand for. This will become the basis for your content plan. This is your mission. It’s based on the needs of your customers and prospects, and also inherently drives your business.”
- Joe Pulizzi
The Content Mission 4 Steps 1. What is our goal?
2. Who can satisfy that goal? 3. What valuable experience – separate from our product or service – can we deliver at that stage of their journey 4. What makes OUR approach to delivering this value different? What is the DIFFERENT story that we’re telling.
No channels yet, No blog, white papers, video no blah blah blah…
CONTENT MISSION: EXAMPLE
We deliver digital marketing insight for CMO’s & senior marketing executives. We offer marketing news and insights on diverse topics such as; online media, branding, online marketing and more. As a global leader in digital marketing we also offer exclusive digital marketing news and commentary and exclusive digital marketing resources. We also offer two weekly newsletters—“Top 10 Insights” and “News In Review”—free to subscribers.
The Content Mission It’s developing a Product – then developing A campaign to promote it.
CONTENT MARKETING CAMPAIGN
CONTENT MARKETING CAMPAIGN
PLAN TACTICS “let’s do a blog”
CREATE CONTENT TO FEED “we need posts”
SET GOALS BY TACTICS “conversion rates etc..”
TIME FRAME “based on ability to execute.”
SUCCESS BY CONTRIBUTION “measurement at channel”
CONTENT MARKETING CAMPAIGN
CONTENT MARKETING MISSION
STORY FIRST “what’s the valuable experience”
HOW WILL IT EXPRESS ITSELF “channels – by <me”
HOW WILL WE SUSTAIN IT “responsible management”
WHAT IS SUCCESS “what business goals”
HOW DO WE ENABLE IT “let’s build value”
SOCIAL
VIDEO
SOCIAL
PRINT PRINT
MOBILE MOBILE
WEB WEB
WEB WEB
EVERGREEN EPHEMERAL
PRODUCED
EXECUTIONAL
MISSION “create wonderful vacation solutions for busy families”
INSIGHT & INTENT “better consumer data
& increased purchase intent”
EVERGREEN EPHEMERAL
PRODUCED
EXECUTIONAL
MISSION “create delicious meal
solutions for busy families”
INSIGHT & INTENT “better consumer data
& increased purchase intent”
AGENCIES
MARCOM SOCIAL AGENCY
MEDIA AGENCY
1. Develop your content mission
1. What is the goal? 2. Who satisfies that goal? Who needs the value 3. What VALUABLE experience(s) - separate
from our product or service - can we deliver at this stage of that buyers journey
4. What makes OUR approach different?
2. Then – with story FIRST - how will that content express itself 1. Channels > Process > Promotion > Measure
CONTENT IS NOT A TACTIC
LET’S REVIEW: Write It Down. Make It Real.
GOALS: Pick two business goals. 1. Where you could improve
something you’re already doing 2. A Stretch Goal that you think an
innovative content marketing program could achieve
Format: X Goal in Y Time With Z Constraint Example: Deliver 25% more leads in 9 months w/ same CPL or less.
IDEAS: Two ideas to meet these goals 1. What would you change to something
you’re already doing to infuse CM? What out-of-the-box idea would you try if you could?
Example: • Create content to entertain people and
make them laugh about what might be considered “serious” heavy machinery.
• Create a thought leadership program that will drive better leads into sales
1. CAT – Built For It
2.4m views / earned
2. Demandbase Education $1m new business
Act Two Starting With Why The Heart Of The Story
“The opportunity today is not thousands of markets with millions of buyers. It’s millions of markets each with thousands of buyers.”
560 / Day
3,000 / Day
13,000 / Day
In 2015 it’s the delight that matters. We have to not only GRAB attention from the audiences that matter. We have to hold it, so that WE matter to them.
Ryan asks Miley to the prom
What does the fox say?
Corning: A Day In The Life OF Glass
1,000,000 Views
6 Years Human Time 400,000,000 Views
1,200 Years Human Time
21,000,000 Views220 Years Of Human Time
But that’s not even the most interesting thing…
2m – Avg over first week7.4 million in first month
1.3 Approx: TV Rating
Rosanna Pansino
1.3 TV Rating – 2 million viewers 6/14/14
4 WEEK FLIGHT!!5 Minute Commercial!$50K 30 SEC = $500,000
1 Week Of Videos Average: 200 Views Some: 10,000 views
Avg. <7,000 Views
New Audiences For Blog
Direct engagement with specific customers AT&T New York Times, Verizon
1st Cisco content aired on TV - For Free
The Network Effect
1,000,000 Views But Only 1 Counted
Audience
• Alumni
• Staff / Professors / Contractors
• Local Businesses
• State Businesses
• National Businesses
• Government (Local, State, Federal)
• Non-Profits • Sports Franchises
• And on and on….
Buyers • Parents • Students
You should never have trouble developing a WHO.
If your buyer persona is someone who “doesn’t consume content” –there is an AUDIENCE WHO DOES.
Do this: Walk through your main persona’s buying cycle and then ask yourself – where they typically enter your sales cycle. If it’s at the middle or the end ask yourself “who influences that?”
Your First Homework Assignment…..
…draw an influence map.
An example…
Product Engineers
Procurement Manager
Awareness Stuff
RFI Received Proof Demo RFP Procurement
Product Designer
CEO
CONCEPT
What story can we tell to CEO’s & Product Designers?
Student
Parent
Alumni
Local Business
Na+onal Business
Local Government
An example…
Core Persona: Student
Audience Personas:
• Parent
• Alumni
• Local Business Owners
• National Business Executives
Prod. Dev. R&D People Procurement
CUSTOMER: CEO’s Associations Food Magazine Editors Chefs / Bartenders Planners
A Different Story:
Instead of creating content trying to influence the Product Development people. Create content around being a “taste-maker” and influence Chefs and Bartenders about the newest flavors that are becoming hip.
AUDIENCE:
An example…
The Windows Integrated Management Program (the WIMP) Let’s look at some audience personas – and how we might start to develop them Our “Buyer Persona” is the CIO or VP of Technology. Buuuut… we seem to always be called in during the RFP process… never before
Welcome to Wimpy Tech….
• Meet Jeremy • Mid 30’s – Coffee Lover
• Works at a bank
• Responds to email: phone not so much
• Young, family man
• Sales USP: Enable Jeremy to be 25% more effective
• Personal (Audience) UVP: Give me more time to be me
• Where does Jeremy’s UVP – tie into the brand story we want to tell
• Free online tools for predicted time saving
• Content on how peers are creating a quality life
• News and trends that keeps him up to date
Let’s get to the personal UVP…
• Meet Cheryl • The CFO at the bank…
• Influential in creating demand
• Sales USP: Save the organization 100’s of thousands of dollars
• Personal (Audience) UVP: make me a CFO Rockstar
• Thought leadership: predictive analytics change CFO’s manage finances
• Invite HER to write about how she leverages technology (or her peers)
• CFO-Only Events on how dashboards are changing the industry
Getting to the personal UVP….
Put your reporter hat on...
• WHO is the persona ... emotionally attached
• WHAT does he/she do? What does her day look like?
• WHERE is the gap in his needs/wants Even beyond our product or service
• WHEN do they need to close this gap
• WHY does he care about US - Not our product
Go get the real story
DEVELOP TWO IDEAS
Take your goals and your idea and as we go through this next section – think about choosing one of each, and deciding on a WHO (either audience or core) you will target with this.
“Today, TV is a bigger business than the old narrowly defined movie business ever was. Had Hollywood been customer-oriented (providing entertainment) rather than product oriented (making movies), would it have gone through the fiscal purgatory that it did?”
- Theodore Levitt Marketing Myopia
“People don’t buy WHAT you do, they buy WHY you do it.”
- Simon Sinek
“The king walked through the misty forest, the prince walked through the misty forest and the queen walked through the misty forest.”
- Plot
as they danced... the trees transformed into giant dragons.....”
“The king walked through the misty forest, followed by the queen and prince who danced through the misty forest...
- Story
Modular Data Centers Typical Services Methodology: Plan, Design, Build, Maintain Benefits/Features We’re Better, We’re Faster, We’re Cheaper
Content Marketing Program: Directed at the IT (CIO) side of the business. Topic/Idea: Modularized Data Centers: The Future
• Blogs talking about how they work • Success stories about them.. • Video of time lapse of building one... • How our company does them faster... • Types of infrastructures - detailed
specifications...
Getting to why…
Content Marketing Program: Directed at the IT (CIO) side of the business. Topic: Modularized / Containerized Data Centers: The Future
Why is this topic important to CIO’s
Because our MC Data centers are less expensive and more agile than traditional data centers
The 5 Why’s…
Why is it important for CIO’s to have less expensive and more agile data centers?
Because the needs of computing in the business are rising exponentially, and CIO’s need to have faster/less expensive ways to manage their costs
The 5 Why’s…
Why is it important for CIO’s to know about ways to manage costs and be faster?
Because if they stay current with these future trends, then they can expand their business more quickly and have a competitive advantage.
The 5 Why’s…
Why is it important for CIO’s to about how future trends can give their business a competitive advantage?
Because if they don’t stay ahead of the curve, their company may go out of business, or they may be out of a job.
The 5 Why’s…
Why is that important to CIO’s?
Because their livelihood depends on having this knowledge.
The 5 Why’s…
We believe in the office of the CIO But things are changing fast - and in order for them to stay competitive on the job market, they must stay ahead of the curve or they (or their company) will be out of business. So, we help them stay current by delivering the most important future trends to help them expand their business and create competitive advantage. The needs of business computing are rising exponentially, and CIO’s must keep up with ways to do things faster, and less expensively. Modularized, Containerized Data centers - and the trends and best practices in deploying them are a powerful new way for the CIO to stay competitive.
5 ���
4 ���
3 ���
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1
And now – a bit of magic….
Content Marketing Program: Topic/Idea: The Lean And Mean CIO • Why You aren’t ready for a mission critical business? • CIO Profiles: The missing component from a mission critical
career?
• Is Big Data Portable - Smart CIO’s Are Making Big Data Smaller.... • Are YOU ready for Global data management • MissionCriticalByDesign.Com
Getting to why….
Take the one of your goals – and one of your ideas – choose your persona and write them down. Find a partner, and go through the “5 Why’s”. Get to your deeper story. Create the mission. Bonus – for starting to think how it will work across different areas & types (e.g. Sales, PR, Social, etc…
Act Three Purpose Driven Content
Promoter Professor Preacher Poet
Professor Preacher Poet
B2B Financial Services Firm The Plan – “Let’s do some content”
• Website: Daily - 3 “How To” Articles • Blog: “The World’s Largest FAQ” Post • Social: Daily posts on FB, Twitter Etc.. • LinkedIn: Company Page, Blog Posts
From “Meh” to Okay…
• SEO Results: Top 10 across 20 keywords • Websites - 25% increase in traffic • Blog: 100% increase in traffic • Social: Thousands of likes, 5K followers
B2B Financial Services Firm The Plan: “Let’s Differentiate With Content”
• More traffic not actually better • SEO results great - but who cares? • Realized - Less content and more “tentpole pieces” and re-use provided better quality traffic, helped sales more.
From Okay to “Good”:
• Research studies (8 weeks production) • Aggregate client data (quarterly, yearly) • Industry/Influencer expertise
Financial Services Strategy Firm Plan: “Let’s delight our customers w/ content”
• Average Approx 100 Subscribers • Passionate Subscribers • Top 5 reason for renewal • 4 New engagements from new clients
• “You Are The Program” Conference • 150 Attendees (Limited) • Waiting list now • 25 new projects (hallway conversations)
Professor Preacher Poet
1. How can you create purpose-driven content?
• Ask why you are creating that content? What is its purpose?
• How does it fit into my ecosystem of content creation for my content mission?
• Should I segment it by team? By agencies? Both?
2. Where should I apply purpose-driven content? • Probably at a stage of the funnel.. • But maybe integrated for every experience… • Or both. The key is to make a conscious
choice.
WHAT IS YOUR CONTENT’S PURPOSE
LET’S REVIEW: Write It Down. Make It Real.
Move from pairs to teams…. In your teams, use the pitch you’ve created (it will be rough) and take 5 minutes each to brainstorm 5-7 different types of content – for each category Goal: Get at least one or two types or initiatives of content for your idea in each category
Worksheet: Content Re-‐Purposing Review Review your mission & your ideas for content. Start thinking how they might flow across channels. Collaborate with your team – and ul+mately by the end of lunch – pick one of your ideas to work on as a team.
BEFORE WE BREAK
LUNCH
Act Four Storymapping
EVERGREEN EPHEMERAL
PRODUCED
EXECUTIONAL
MISSION “create delicious meal
solutions for busy families”
INSIGHT & INTENT “better consumer data
& increased purchase intent”
AGENCIES
MARCOM SOCIAL AGENCY
MEDIA AGENCY
Financial Services Strategy Firm Mission: “Let’s delight our customers w/ content through a book club”
• Promoter Content: • Blog posts, email newsletter, brochure, etc..
The online community…
• Professor Content • The book reports,
• Preacher Content • Summaries of book reports in newsletters, and
testimonial posts for new members
• Poet Content • The books
Let’s start with success – what does it look like? What needs to be true? List/Prioritize in rank order. Showstoppers, and Easily tested Now – ideas/projects to make these true. Map them into phases. If a critical assumption isn’t true – then revise, learn and iterate. Lots of small steps.
Ingredients Of A Story Map 1. THE WHY
Our Content Mission A. Who? B. Content Mission (Story) C. Narra+ve +meline
2. THE WHAT
The Business Mission A. Our Goal (success) B. Differen+a+on C. Integra+on into
marke+ng
Then it becomes a question of.. 3… How?
Here are most marketing projects: Broad range of campaigns Winnow and place our bets on campaigns/projects Map into phrases:
Plan, Development, Launch, Manage Separate these phases by stage gates.
Go/No Go – Move On or Kill It
Experiences are not campaigns… Key decisions based on: • What we know – prior results • What we’re guessing – WAG • Current risks – Can we
deliver? What does that do? • Risky, innovative – potentially
meaningful - things always die • Incremental “safe” things go
forward • We Koboyashi Maru the
results
The goal remains the same – but assumptions to reach the goal are what must be changed. Leaders in the business can help clear the way for the assumptions rather than view practitioners as trying to move the goalpost. Most failure in marketing comes from failing to ask the right question, not because of the accuracy, detail or our ability to get an answer.
Shine the light on meaning, not numbers
Business Case: Mapping Measurement IDEA:
We can help our clients live their lives more fully. Our audience is the busy, overworked investment banker.
They don’t have time for much more than work. We believe, that our passion and expertise, can deliver
value about books to read, movies to watch and events to attend that would help them not be better investors
but to live their lives more fully.
INSERT YOUR CONTENT MARKETING MISSION HERE
Business Case: Mapping Measurement
? What needs to be true…. And by when!! - We need to be building audience and subscribers
right away. And we need to get at least 25 clients engaged right away for a test to build test case
- We need to be adding at least 60 clients a month by six months in.
- We need to review much of the content internally – and buy books to drop ship – review costs over time and bulk buys
- We need to increase renewals from 70% to 84%.
AWARENESS
ESTABLISH HERO
LIFTOFF
90 DaysContent Creation80% Preacher20% Professor
250 Subscribers150 In LinkedIn GroupIncrease renewals by 20%
Expand Into New Physical Events.
75 Subscribers50 In LinkedIn GroupFirst books go out.Averaging 60 signups per month.Value Test Validated
25 SubscriberBeta TestTest Books – And ReportsAverage 50 signups In first Month.
90-180 DaysContent Creation40% Preacher60% Poet
180 - 270 DaysContent Creation10% Preacher / Curated5% Professor80% Poet
EditorialStrategy &Calendar
A Story Map
A Story Map Example
A Story Map Example
Take your “pitch idea” and start your story map. What does it look like? Iden+fy phases, rollout among channels and iden+fy the metrics for success. It becomes your ini+al form. Remember the ask is the process, not the form. But it can be the proof of concept – or beta – or test to go get buy-‐in from your team.
Curtain Call Your turn to report back…