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Content Marketing Strategic Workshop Presentation

The Content Marketing Strategic Workshop, a unique one-day executive event, will leave you with all the materials you need to take a content strategy back to your team – and to implement a content marketing plan that will grow your business and engage your audience. The workshop is brought to you by the force behind Content Marketing World (a production of the Content Marketing Institute), in partnership with LinkedIn Marketing Solutions.

Content Marketing Strategic Workshop Presentation

  1. 1. Content  Marke+ng  Workshop   Toronto,  Ontario  Canada   October  30,  2014  
  2. 2. Content  Marke+ng  Workshop   Toronto,  Ontario  Canada   October  30,  2014  
  3. 3. What’s our mission?
  4. 4. What’s Your 2020 Marketing Strategy?
  5. 5. 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
  6. 6. 1. Evolution of customer relationship 2. Democratization of content and experiences 3. Marketing’s evolution in the business
  7. 7. •  Similar to Production Era to Marketing Dept. Era •  “Relationship” expectations have changed •  Loyalty is to approach not product or service
  8. 8. •  Decline of “reach and frequency” as focus •  Ease of publishing has created “small marketing” •  Power AND risk of not maintaining a brand audience
  9. 9. •  Beyond organizing around technology or platforms •  Marketing must be strategic differentiator •  Creating value, not just describing it
  10. 10. 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
  11. 11. 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%  
  12. 12. 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
  13. 13. 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
  14. 14. 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!
  15. 15. -  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
  16. 16. 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
  17. 17. We take the first steps today….
  18. 18. 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
  19. 19. 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…
  20. 20. Act One The Mission To Measurement Getting to a strategy
  21. 21. WORKSHEETS URL HERE
  22. 22. Our CM Framework
  23. 23. STORY BEFORE MEDIUM A Mission For Content
  24. 24. 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
  25. 25. 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…
  26. 26. 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.
  27. 27. The Content Mission It’s developing a Product – then developing A campaign to promote it.
  28. 28. 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”  
  29. 29. EMAIL SOCIAL VIDEO SOCIAL PRINT PRINT MOBILEMOBILE WEB WEB WEB WEB EVERGREENEPHEMERAL PRODUCED EXECUTIONAL MISSION “create wonderful vacation solutions for busy families” INSIGHT & INTENT “better consumer data & increased purchase intent”
  30. 30. EVERGREENEPHEMERAL PRODUCED EXECUTIONAL MISSION “create delicious meal solutions for busy families” INSIGHT & INTENT “better consumer data & increased purchase intent” AGENCIES   MARCOM   SOCIAL  AGENCY   MEDIA  AGENCY  
  31. 31. 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.
  32. 32. 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
  33. 33. 1. CAT – Built For It 2.4m views / earned 2. Demandbase Education $1m new business
  34. 34. Act Two Starting With Why The Heart Of The Story
  35. 35. “The opportunity today is not thousands of markets with millions of buyers. It’s millions of markets each with thousands of buyers.”
  36. 36. 560 / Day
  37. 37. 3,000 / Day
  38. 38. 13,000 / Day
  39. 39. 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.
  40. 40. Ryan asks Miley to the prom
  41. 41. What does the fox say?
  42. 42. Corning: A Day In The Life OF Glass
  43. 43. 1,000,000Views 6Years Human Time 400,000,000 Views 1,200Years Human Time 21,000,000Views 220Years Of Human Time But that’s not even the most interesting thing…
  44. 44. 2m – Avg over first week 7.4 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
  45. 45. 1  Week  Of  Videos   Average:  200  Views     Some:  10,000  views    
  46. 46. 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
  47. 47. 1,000,000 Views But Only 1 Counted
  48. 48. 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
  49. 49. 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.
  50. 50. 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?
  51. 51. 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
  52. 52. 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…
  53. 53. 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….
  54. 54. •  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…
  55. 55. •  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….
  56. 56. 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
  57. 57. 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.  
  58. 58. “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
  59. 59. “People don’t buy WHAT you do, they buy WHY you do it.” - Simon Sinek
  60. 60. “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
  61. 61. Modular Data Centers Typical Services Methodology: Plan, Design, Build, Maintain Benefits/Features We’re Better, We’re Faster, We’re Cheaper
  62. 62. 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…
  63. 63. 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…
  64. 64. 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…
  65. 65. 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…
  66. 66. 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…
  67. 67. Why is that important to CIO’s? Because their livelihood depends on having this knowledge. The 5 Why’s…
  68. 68. 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

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The Content Marketing Strategic Workshop, a unique one-day executive event, will leave you with all the materials you need to take a content strategy back to your team – and to implement a content marketing plan that will grow your business and engage your audience. The workshop is brought to you by the force behind Content Marketing World (a production of the Content Marketing Institute), in partnership with LinkedIn Marketing Solutions.

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