SlideShare une entreprise Scribd logo
1  sur  44
Télécharger pour lire hors ligne
Harnessing the Power
of

Content Marketing
@PamDidner
Innotech 2013, Austin
For today's
session
- A process for content marketing 
- Important pre-steps before implementation
- Tips and tricks during implementation
What’s your
favorite website?
Why do you
go there?
You go
there to…
-Be Entertained
-Learn
-Be Challenged
-Solve
Therefore...
Your marketing should
provide one or more
of the following:
-Entertainment
-Knowledge/Information
-Challenges
-Help/Solutions
Definition of
Content
“Anything that conveys meaningful
information to humans.”
-Erin Kissane, ‘The Elements of Content Strategy’
	
  
Definition of
Content Marketing
“The process of developing and sharing
relevant, valuable, and engaging content to
target audience with the goal of acquiring
new customers or increasing business from
existing customers.”
- Amanda Maksymiw
Content Marketing

Adds value to
your customers
We need
a plan
and a
process

Business
Objectives

Target
Audience

Success
Measurement

Plan
Budget
Planning

Content
Creation
Content
Distribution
Business	
  
Objec,ves	
  

Align Business
Objectives
with Marketing
Objectives

•  Increase
Revenue
•  Decrease Cost
Marke,ng	
  
Objec,ves	
  

•  Build Brand
Equity
•  Create/Retain
Customers
•  Enable Sales
Translate Business
Objectives to
Marketing Objectives
Business:
Increase x% of <Product> revenue
($xM) by expanding to <Segment>

Marketing:
Establish <Product> as the preferred choice
for <Whom> in the <Segment> by building
awareness & driving demand
When you get back to work
Business Objectives:

Marketing Objectives:
Audience:
Create persona

Business
Objectives

Success
Measurement

Target audience

Strategy
A good persona
provides insights

Budget
planning

Content
Creation

Content
distribution
Intel IT Manager Persona

Technologies in Use

Mean
Deployment Size

329	
   p

65%

1,016	
  p

43%

88%

Avg. IT
Budget

3,168	
  p

95%

IT Budget

% with Dedicated IT Budget

90%

420	
   p

$10.4M p

#	
  of	
  sites	
  
IT	
  Budget	
  

IT
Environment

p	
  
$$$	
  

%	
  of	
  employees	
  with	
  a	
  dedicated	
  computer	
  

Technology	
  Infrastructure	
  

Computer	
  installed	
  base	
  
Computer	
  refresh	
  cycle	
  
>50%	
  installed	
  base	
  of	
  laptops	
  

p	
  

Server	
  installed	
  base	
  
Has	
  a	
  enterprise	
  class	
  data	
  center	
  

Tablet	
  installed	
  base	
  

Server	
  virtualizaFon	
  
Security	
  

Use	
  tech	
  as	
  compeFFve	
  advantage	
  

p	
  

Willingness	
  to	
  pay	
  a	
  premium	
  

$$$	
  

Early	
  tech	
  adopters	
  

p	
  

Employees	
  that	
  are	
  extremely	
  
connected	
  and	
  extremely	
  dispersed	
  

p	
  

Full	
  F
p	
   Influencersme	
  dedicated	
  IT	
  staff	
  

Smartphone	
  installed	
  base	
  

Currently	
  use	
  SaaS,	
  IaaS	
  or	
  PaaS	
  

Organiza,onal	
  A=tudes	
  and	
  Business	
  
Outcomes	
  

Ravi, IT Manager
Med. & Lrg. Business
Tech Enthusiast

External Influencers

p	
  
p	
  

p	
  
IT Initiatives
Ravi, IT Manager
Med. & Lrg. Business
Tech Enthusiast

Leveraging	
  
Data

VirtualizaFon

Mobility

Business	
  intelligence	
  tools	
  to	
  speed	
  the	
  ability	
  to	
  report,	
  analyze	
  and	
  
store	
  data	
  (e.g.,	
  data	
  mining,	
  analyFcs,	
  data	
  warehousing,	
  etc.)	
  
Data	
  management	
  applicaFons	
  that	
  control,	
  protect,	
  deliver	
  and	
  
enhance	
  value	
  of	
  data	
  and	
  informaFon.	
  (e.g.	
  ERP,	
  CRM,	
  transacFonal	
  
databases,	
  etc.)	
  
CapabiliFes	
  to	
  improve	
  our	
  vendors’	
  or	
  partners’	
  abiliFes	
  to	
  access	
  our	
  
data.	
  (e.g.	
  web	
  portals,	
  B2B	
  gateways,	
  etc.)	
  
Business	
  process	
  capabiliFes	
  to	
  improve	
  workflows	
  within	
  my	
  company	
  
(e.g.	
  six	
  sigma,	
  business	
  process	
  modeling,	
  etc.)	
  

Security
Very High

Challenges/
Concerns

Telework/	
  
Mobility

Very High

Desktop	
  virtualizaFon	
  
Server	
  virtualizaFon	
  (e.g.,	
  expanding;	
  improving	
  manageability	
  etc.)	
  
CapabiliFes	
  to	
  enable	
  employees	
  to	
  work	
  from	
  home	
  (e.g.	
  VPN,	
  Citrix,	
  
remote	
  access	
  to	
  the	
  company’s	
  network,	
  etc.)	
  
Enabling	
  employees	
  to	
  use	
  their	
  personally-­‐supplied	
  devices,	
  computers	
  
or	
  phones	
  to	
  connect	
  to	
  the	
  company’s	
  network	
  
AutomaFng	
  IT	
  management	
  (e.g.,	
  sodware	
  /	
  patch	
  updates)	
  

Collaboration

Security

Improving	
  compliance	
  with	
  regulaFon	
  
Improving	
  our	
  company’s	
  IT	
  security	
  

Very High

Information Mgmt

Very High

Improving	
  the	
  delivery	
  of	
  applicaFons	
  across	
  different	
  devices*	
  

Other

Giving	
  new	
  company-­‐supplied	
  compuFng	
  tools	
  to	
  employees	
  such	
  as	
  
smartphones,	
  tablets	
  or	
  similar	
  
ConsolidaFng	
  or	
  integraFng	
  our	
  data	
  centers,	
  network	
  and	
  storage	
  
infrastructure**	
  
CapabiliFes	
  to	
  accommodate	
  or	
  manage	
  data	
  growth	
  and	
  storage	
  needs	
  
IBM Police Chief for Public Safety Sector
Content
Distribution

Job
Description

Influencers
Content
Topics

Source:	
  IBM	
  “The	
  Science	
  of	
  MarkeFng.	
  	
  The	
  Art	
  of	
  ConversaFon”,	
  Michele	
  Grieshaber	
  
Drake	
  Mortors	
  Company-­‐	
  SUV	
  
potenFal	
  buyer	
  	
  
His
Objectives

Content
Distribution
Content
Creation
To Do: Create your
own persona
Image
Name?
Personal Profile?
Job Description?
Challenges or Desires?
Content needs?
Preferred media to
receive information?
Persona is not a
panacea
Gather additional insights from:
-Social Listening
-Seller Interviews
-Buyer Research
-Keyword Search
-Other data…

	
  
Reference point: A good comparison on social listening tools

http://social-media-monitoring-review.toptenreviews.com/ 	
  
Reference point:
Keyword Search Tools

http://copyblogger.com/keyword-research-tools/
Reference point: Keyword Search Tools

http://www.iacquire.com/blog/the-best-free-premium-keyword-research-tools/
My company asks me to support
multiple audiences and business
objectives. What should I do?

Tip: Prioritize
Get buy-in from mgmt.
Less is more.
Understanding the customer
journey is another
pre-requisite for content
creation
But, everyone’s journey
is a little different…
Search and
social media
make the
customer journey
harder to follow
Let’s sit back
and think
about the
customer
journey
differently
Create a customer
journey to follow
how they “think”,
not how they
“purchase”
Intel Example:
Map content to IT manager’s thought journey
Select topics to address your audience’s needs
Learn

Plan

Decide

Purchase

I have an issue.

How should I solve the
problem?

What tools do I need to
help me solve the
problem and make a
good decision?

Help me build the
business case to make a
purchase.

3rd Party Market Research
White Paper
Buyer’s Guide/Selection Guide
Demos
Case Studies
Videos / Webcasts/ Webinars
eBooks
Product Brief / Technology Brief
Newsletter
Select 3-5 Assets for each stage
Learn
Topic:

Plan
Virtualization

I have an issue.
Explain a concept,
product or
technology to
address the issue.

How should I solve
the problem?
Best practices to
solve the problem.

Decide

Purchase

What tools do I
need to help me
solve the problem
and make a good
decision?

Help me build the
business case to
make a purchase.

Help them to sort
through diff.
options.
- 
- 
- 
- 

Product Brief
Market Research
eBook
Video:
Virtualization
101

- 
- 
- 
- 
- 

White Paper
-  Selection Guide -  Case Studies
Market Research -  Case Studies
-  ROI selection
Buyer’s Guide
-  Cost and feature
tool
Top 10 tips
comparison
-  Cost and feature
Demos
guide
comparison
guide
IBM Example:
Map content to Police Chief’s thought journey

Source:	
  IBM	
  “The	
  Science	
  of	
  MarkeFng.	
  	
  The	
  	
  Art	
  of	
  ConversaFon”,	
  Michele	
  Grieshaber	
  
Business
Objectives
Success
Measurement

Target
Audience

Plan
Budget
Planning

Content
Creation
Content
Distribution

How to tie
content creation
and distribution
to the customer
journey?
Map content to media channels
Paid Media

Owned Media

Traditional Advertising/
Demand Generation

Corporate Properties

Direct email,
company
websites,
company
communities

Converged
Media*

Content syndication,
paid media banners,
customized paid
MKT programs

*Source: Altimeter Report: Paid + Owned + Earned = Converged
Media by Rebecca Lieb & Jeremiah Owyang

Earned Media
Organically generated
Social Media Platforms

Content syndication,
social media
presence, 3rd party
communities/forums
When to use long form content
Content syndication,
paid media banners,
customized paid
MKT programs

Paid Media
Traditional Advertising/
Demand Generation

Owned Media
Corporate Properties

Direct email,
company
websites,
company
communities
What about Social Media?
Paid Media

Owned Media

Traditional Advertising/
Demand Generation

Corporate Properties

Direct email,
company
websites,
company
communities

Converged
Media*

Content syndication,
paid media banners,
customized paid
MKT programs

*Source: Altimeter Report: Paid + Owned + Earned = Converged
Media by Rebecca Lieb & Jeremiah Owyang

Earned (Social) Media
Organically generated
Social Media Platforms

Content syndication,
social media
presence, 3rd party
communities/forums
Tip: Repurpose, Reuse,
Refresh Content
For Social Media:
Break down long form content
To multiple short forms
Long From Content (1)

Short From Content (4)

Social Content (20)

Source:	
  Bonfire	
  MarkeFng	
  
Short Form Examples
27-pages White Paper

600-800 word blog posts
Source:	
  Bonfire	
  MarkeFng	
  
Social Content Examples

Source:	
  Bonfire	
  MarkeFng	
  
To harness the power of
content for social media

Think like a
newspaper
publisher
Once you know
Your objective,
audience, content
creation and
distribution…

You can determine
your budget
Once you know
your budget
You can
determine
your success
metrics
	
  
Harnessing the power
of content marketing:
Understand your audience
Map content with
customer thought journey
Repurpose, reuse and refresh content

Contenu connexe

Tendances

ACCELERATED DIGITAL MARKETING PROGRAME 2018
ACCELERATED DIGITAL MARKETING PROGRAME 2018ACCELERATED DIGITAL MARKETING PROGRAME 2018
ACCELERATED DIGITAL MARKETING PROGRAME 2018Stephen Dube
 
How content marketing is driving measurable business success
How content marketing is driving measurable business successHow content marketing is driving measurable business success
How content marketing is driving measurable business successGiuseppe Caltabiano
 
How to create content that fuels your sales funnel (pdf)
How to create content that fuels your sales funnel (pdf)How to create content that fuels your sales funnel (pdf)
How to create content that fuels your sales funnel (pdf)Stickyeyes
 
Blueprints for Smarter Emails
Blueprints for Smarter EmailsBlueprints for Smarter Emails
Blueprints for Smarter EmailsChad S. White
 
Live Webinar: Using LinkedIn for Demand Generation
Live Webinar: Using LinkedIn for Demand GenerationLive Webinar: Using LinkedIn for Demand Generation
Live Webinar: Using LinkedIn for Demand GenerationLinkedIn
 
Next-Generation SEO Strategies That Will Future-Proof Your Content
Next-Generation SEO Strategies That Will Future-Proof Your ContentNext-Generation SEO Strategies That Will Future-Proof Your Content
Next-Generation SEO Strategies That Will Future-Proof Your ContentContent Marketing Institute
 
Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team
Webinar: Get More Out of LinkedIn Marketing with Tips from Our TeamWebinar: Get More Out of LinkedIn Marketing with Tips from Our Team
Webinar: Get More Out of LinkedIn Marketing with Tips from Our TeamLinkedIn
 
Creating an Interactive Content Strategy that Works with Technology
Creating an Interactive Content Strategy that Works with TechnologyCreating an Interactive Content Strategy that Works with Technology
Creating an Interactive Content Strategy that Works with Technologyion interactive
 
Live Webinar: Getting Started wit Display On and Off LinkedIn
Live Webinar: Getting Started wit Display On and Off LinkedInLive Webinar: Getting Started wit Display On and Off LinkedIn
Live Webinar: Getting Started wit Display On and Off LinkedInLinkedIn
 
How to build a content creation engine
How to build a content creation engineHow to build a content creation engine
How to build a content creation engineBob Barker
 
Succeed in 2016 with LinkedIn: Rethink Marketing
Succeed in 2016 with LinkedIn: Rethink MarketingSucceed in 2016 with LinkedIn: Rethink Marketing
Succeed in 2016 with LinkedIn: Rethink MarketingLinkedIn
 
Top 50 B2B Marketing Case Studies of 2012
Top 50 B2B Marketing Case Studies of 2012Top 50 B2B Marketing Case Studies of 2012
Top 50 B2B Marketing Case Studies of 2012BtoB Online
 
What is digital marketing
What is digital marketingWhat is digital marketing
What is digital marketingharshagupta46
 
Live Webinar: Market to Who Matters - How to Get Started with Advertising on ...
Live Webinar: Market to Who Matters - How to Get Started with Advertising on ...Live Webinar: Market to Who Matters - How to Get Started with Advertising on ...
Live Webinar: Market to Who Matters - How to Get Started with Advertising on ...LinkedIn
 
Prudential Case Study
Prudential Case StudyPrudential Case Study
Prudential Case StudyLinkedIn
 
8 Securities Case Study
8 Securities Case Study8 Securities Case Study
8 Securities Case StudyLinkedIn
 
Live Customer Webinar: Everything You Ever Wanted to Know about Nurture Strea...
Live Customer Webinar: Everything You Ever Wanted to Know about Nurture Strea...Live Customer Webinar: Everything You Ever Wanted to Know about Nurture Strea...
Live Customer Webinar: Everything You Ever Wanted to Know about Nurture Strea...LinkedIn
 
Try 25 best social search engines to get social information in 2022 (1)
Try 25 best social search engines to get social information in 2022 (1)Try 25 best social search engines to get social information in 2022 (1)
Try 25 best social search engines to get social information in 2022 (1)Olivia Russell CIRS, MS
 
Content Marketing Webinar
Content Marketing WebinarContent Marketing Webinar
Content Marketing WebinarWriterAccess
 

Tendances (20)

ACCELERATED DIGITAL MARKETING PROGRAME 2018
ACCELERATED DIGITAL MARKETING PROGRAME 2018ACCELERATED DIGITAL MARKETING PROGRAME 2018
ACCELERATED DIGITAL MARKETING PROGRAME 2018
 
How content marketing is driving measurable business success
How content marketing is driving measurable business successHow content marketing is driving measurable business success
How content marketing is driving measurable business success
 
How to create content that fuels your sales funnel (pdf)
How to create content that fuels your sales funnel (pdf)How to create content that fuels your sales funnel (pdf)
How to create content that fuels your sales funnel (pdf)
 
Blueprints for Smarter Emails
Blueprints for Smarter EmailsBlueprints for Smarter Emails
Blueprints for Smarter Emails
 
Live Webinar: Using LinkedIn for Demand Generation
Live Webinar: Using LinkedIn for Demand GenerationLive Webinar: Using LinkedIn for Demand Generation
Live Webinar: Using LinkedIn for Demand Generation
 
Next-Generation SEO Strategies That Will Future-Proof Your Content
Next-Generation SEO Strategies That Will Future-Proof Your ContentNext-Generation SEO Strategies That Will Future-Proof Your Content
Next-Generation SEO Strategies That Will Future-Proof Your Content
 
Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team
Webinar: Get More Out of LinkedIn Marketing with Tips from Our TeamWebinar: Get More Out of LinkedIn Marketing with Tips from Our Team
Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team
 
Creating an Interactive Content Strategy that Works with Technology
Creating an Interactive Content Strategy that Works with TechnologyCreating an Interactive Content Strategy that Works with Technology
Creating an Interactive Content Strategy that Works with Technology
 
Live Webinar: Getting Started wit Display On and Off LinkedIn
Live Webinar: Getting Started wit Display On and Off LinkedInLive Webinar: Getting Started wit Display On and Off LinkedIn
Live Webinar: Getting Started wit Display On and Off LinkedIn
 
Eloqua Digital Body Language
Eloqua Digital Body LanguageEloqua Digital Body Language
Eloqua Digital Body Language
 
How to build a content creation engine
How to build a content creation engineHow to build a content creation engine
How to build a content creation engine
 
Succeed in 2016 with LinkedIn: Rethink Marketing
Succeed in 2016 with LinkedIn: Rethink MarketingSucceed in 2016 with LinkedIn: Rethink Marketing
Succeed in 2016 with LinkedIn: Rethink Marketing
 
Top 50 B2B Marketing Case Studies of 2012
Top 50 B2B Marketing Case Studies of 2012Top 50 B2B Marketing Case Studies of 2012
Top 50 B2B Marketing Case Studies of 2012
 
What is digital marketing
What is digital marketingWhat is digital marketing
What is digital marketing
 
Live Webinar: Market to Who Matters - How to Get Started with Advertising on ...
Live Webinar: Market to Who Matters - How to Get Started with Advertising on ...Live Webinar: Market to Who Matters - How to Get Started with Advertising on ...
Live Webinar: Market to Who Matters - How to Get Started with Advertising on ...
 
Prudential Case Study
Prudential Case StudyPrudential Case Study
Prudential Case Study
 
8 Securities Case Study
8 Securities Case Study8 Securities Case Study
8 Securities Case Study
 
Live Customer Webinar: Everything You Ever Wanted to Know about Nurture Strea...
Live Customer Webinar: Everything You Ever Wanted to Know about Nurture Strea...Live Customer Webinar: Everything You Ever Wanted to Know about Nurture Strea...
Live Customer Webinar: Everything You Ever Wanted to Know about Nurture Strea...
 
Try 25 best social search engines to get social information in 2022 (1)
Try 25 best social search engines to get social information in 2022 (1)Try 25 best social search engines to get social information in 2022 (1)
Try 25 best social search engines to get social information in 2022 (1)
 
Content Marketing Webinar
Content Marketing WebinarContent Marketing Webinar
Content Marketing Webinar
 

En vedette

Plan Your Content Strategy Before Your Social Media
Plan Your Content Strategy Before Your Social MediaPlan Your Content Strategy Before Your Social Media
Plan Your Content Strategy Before Your Social MediaAhava Leibtag
 
Wait what? How to Enhance your Responsive Process with Content Questions
Wait what? How to Enhance your Responsive Process with Content QuestionsWait what? How to Enhance your Responsive Process with Content Questions
Wait what? How to Enhance your Responsive Process with Content QuestionsEileen Webb
 
Integrating Accessibility: Planning Content for Everyone
Integrating Accessibility: Planning Content for EveryoneIntegrating Accessibility: Planning Content for Everyone
Integrating Accessibility: Planning Content for EveryoneEileen Webb
 
Building Your Agency's Content Strategy Practice
Building Your Agency's Content Strategy PracticeBuilding Your Agency's Content Strategy Practice
Building Your Agency's Content Strategy PracticeJeff Eaton
 
Want to make your health content smarter than Google?
Want to make your health content smarter than Google?Want to make your health content smarter than Google?
Want to make your health content smarter than Google?Ahava Leibtag
 
The New Rules of Marketing
The New Rules of MarketingThe New Rules of Marketing
The New Rules of MarketingPam Didner
 
Everything for a reason: Strategy before tactics
Everything for a reason: Strategy before tacticsEverything for a reason: Strategy before tactics
Everything for a reason: Strategy before tacticsMeghan Casey
 
Vertical Video POV
Vertical Video POVVertical Video POV
Vertical Video POVOgilvy
 

En vedette (9)

Plan Your Content Strategy Before Your Social Media
Plan Your Content Strategy Before Your Social MediaPlan Your Content Strategy Before Your Social Media
Plan Your Content Strategy Before Your Social Media
 
Wait what? How to Enhance your Responsive Process with Content Questions
Wait what? How to Enhance your Responsive Process with Content QuestionsWait what? How to Enhance your Responsive Process with Content Questions
Wait what? How to Enhance your Responsive Process with Content Questions
 
Integrating Accessibility: Planning Content for Everyone
Integrating Accessibility: Planning Content for EveryoneIntegrating Accessibility: Planning Content for Everyone
Integrating Accessibility: Planning Content for Everyone
 
Building Your Agency's Content Strategy Practice
Building Your Agency's Content Strategy PracticeBuilding Your Agency's Content Strategy Practice
Building Your Agency's Content Strategy Practice
 
Want to make your health content smarter than Google?
Want to make your health content smarter than Google?Want to make your health content smarter than Google?
Want to make your health content smarter than Google?
 
The New Rules of Marketing
The New Rules of MarketingThe New Rules of Marketing
The New Rules of Marketing
 
Recoupling
RecouplingRecoupling
Recoupling
 
Everything for a reason: Strategy before tactics
Everything for a reason: Strategy before tacticsEverything for a reason: Strategy before tactics
Everything for a reason: Strategy before tactics
 
Vertical Video POV
Vertical Video POVVertical Video POV
Vertical Video POV
 

Similaire à Harnessing the Power of Content Marketing

Harnessing the power of content marketing final
Harnessing the power of content marketing finalHarnessing the power of content marketing final
Harnessing the power of content marketing finalsdgeorge3
 
Sales Teams And Value Of Social Software (IBM)
Sales Teams And Value Of Social Software (IBM)Sales Teams And Value Of Social Software (IBM)
Sales Teams And Value Of Social Software (IBM)Rawn Shah
 
Digital marketing analytics paths of value - 12-4-17
Digital marketing analytics   paths of value - 12-4-17Digital marketing analytics   paths of value - 12-4-17
Digital marketing analytics paths of value - 12-4-17Marshall Sponder
 
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...AnnArborSPARK
 
Overview Of EMarketing
Overview Of EMarketingOverview Of EMarketing
Overview Of EMarketingTeamThink Inc.
 
Turning Campaigns Into Revenue
Turning Campaigns Into RevenueTurning Campaigns Into Revenue
Turning Campaigns Into RevenueG3 Communications
 
Five Habits of Highly Successful SaaS/Cloud Businesses
Five Habits of Highly Successful SaaS/Cloud BusinessesFive Habits of Highly Successful SaaS/Cloud Businesses
Five Habits of Highly Successful SaaS/Cloud BusinessesTim Barker
 
Rise of the Content Engineer
Rise of the Content EngineerRise of the Content Engineer
Rise of the Content Engineerschulmanthorogood
 
NetCentered Marketing
NetCentered MarketingNetCentered Marketing
NetCentered MarketingElement Three
 
NetCentered Marketing: Leveraging Your Website for Results
NetCentered Marketing: Leveraging Your Website for ResultsNetCentered Marketing: Leveraging Your Website for Results
NetCentered Marketing: Leveraging Your Website for ResultsElement Three
 
OIM consultation advice boutique case study.
OIM consultation advice  boutique case study. OIM consultation advice  boutique case study.
OIM consultation advice boutique case study. krunal solanki
 
The Death of Marketing & The Rise of the Content Engineer 2
The Death of Marketing & The Rise of the Content Engineer 2The Death of Marketing & The Rise of the Content Engineer 2
The Death of Marketing & The Rise of the Content Engineer 2schulmanthorogood
 
NetCentered Marketing: Leveraging Your Website for Results
NetCentered Marketing: Leveraging Your Website for ResultsNetCentered Marketing: Leveraging Your Website for Results
NetCentered Marketing: Leveraging Your Website for ResultsCirrus ABS
 
A glossary of modern marketing terms
A glossary of modern marketing termsA glossary of modern marketing terms
A glossary of modern marketing termsIan Christie
 
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
Persona Marketing and Lead Nurturing- Simon Morris, AdobePersona Marketing and Lead Nurturing- Simon Morris, Adobe
Persona Marketing and Lead Nurturing - Simon Morris, AdobeLinkedIn
 
B2BMF2019 - How Data Driven is Your Marketing Organization? - Tableau
B2BMF2019 - How Data Driven is Your Marketing Organization? - TableauB2BMF2019 - How Data Driven is Your Marketing Organization? - Tableau
B2BMF2019 - How Data Driven is Your Marketing Organization? - TableauB2B Marketing Forum
 
Enhance CX (Customer Experience) / LSC Digital
Enhance CX (Customer Experience) / LSC DigitalEnhance CX (Customer Experience) / LSC Digital
Enhance CX (Customer Experience) / LSC DigitalRick VARGAS
 
ADP Strategic Advisory Board (SAB) Social Media Reputation Management Present...
ADP Strategic Advisory Board (SAB) Social Media Reputation Management Present...ADP Strategic Advisory Board (SAB) Social Media Reputation Management Present...
ADP Strategic Advisory Board (SAB) Social Media Reputation Management Present...Social Media Marketing
 
Social Media Reputation Management by Ralph Paglia to SAB
Social Media Reputation Management by Ralph Paglia to SABSocial Media Reputation Management by Ralph Paglia to SAB
Social Media Reputation Management by Ralph Paglia to SABRalph Paglia
 

Similaire à Harnessing the Power of Content Marketing (20)

Harnessing the power of content marketing final
Harnessing the power of content marketing finalHarnessing the power of content marketing final
Harnessing the power of content marketing final
 
Sales Teams And Value Of Social Software (IBM)
Sales Teams And Value Of Social Software (IBM)Sales Teams And Value Of Social Software (IBM)
Sales Teams And Value Of Social Software (IBM)
 
Digital marketing analytics paths of value - 12-4-17
Digital marketing analytics   paths of value - 12-4-17Digital marketing analytics   paths of value - 12-4-17
Digital marketing analytics paths of value - 12-4-17
 
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
 
Overview Of EMarketing
Overview Of EMarketingOverview Of EMarketing
Overview Of EMarketing
 
Turning Campaigns Into Revenue
Turning Campaigns Into RevenueTurning Campaigns Into Revenue
Turning Campaigns Into Revenue
 
Tim Barker - Five Tips for Guaranteed SaaS Success
Tim Barker - Five Tips for Guaranteed SaaS SuccessTim Barker - Five Tips for Guaranteed SaaS Success
Tim Barker - Five Tips for Guaranteed SaaS Success
 
Five Habits of Highly Successful SaaS/Cloud Businesses
Five Habits of Highly Successful SaaS/Cloud BusinessesFive Habits of Highly Successful SaaS/Cloud Businesses
Five Habits of Highly Successful SaaS/Cloud Businesses
 
Rise of the Content Engineer
Rise of the Content EngineerRise of the Content Engineer
Rise of the Content Engineer
 
NetCentered Marketing
NetCentered MarketingNetCentered Marketing
NetCentered Marketing
 
NetCentered Marketing: Leveraging Your Website for Results
NetCentered Marketing: Leveraging Your Website for ResultsNetCentered Marketing: Leveraging Your Website for Results
NetCentered Marketing: Leveraging Your Website for Results
 
OIM consultation advice boutique case study.
OIM consultation advice  boutique case study. OIM consultation advice  boutique case study.
OIM consultation advice boutique case study.
 
The Death of Marketing & The Rise of the Content Engineer 2
The Death of Marketing & The Rise of the Content Engineer 2The Death of Marketing & The Rise of the Content Engineer 2
The Death of Marketing & The Rise of the Content Engineer 2
 
NetCentered Marketing: Leveraging Your Website for Results
NetCentered Marketing: Leveraging Your Website for ResultsNetCentered Marketing: Leveraging Your Website for Results
NetCentered Marketing: Leveraging Your Website for Results
 
A glossary of modern marketing terms
A glossary of modern marketing termsA glossary of modern marketing terms
A glossary of modern marketing terms
 
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
Persona Marketing and Lead Nurturing- Simon Morris, AdobePersona Marketing and Lead Nurturing- Simon Morris, Adobe
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
 
B2BMF2019 - How Data Driven is Your Marketing Organization? - Tableau
B2BMF2019 - How Data Driven is Your Marketing Organization? - TableauB2BMF2019 - How Data Driven is Your Marketing Organization? - Tableau
B2BMF2019 - How Data Driven is Your Marketing Organization? - Tableau
 
Enhance CX (Customer Experience) / LSC Digital
Enhance CX (Customer Experience) / LSC DigitalEnhance CX (Customer Experience) / LSC Digital
Enhance CX (Customer Experience) / LSC Digital
 
ADP Strategic Advisory Board (SAB) Social Media Reputation Management Present...
ADP Strategic Advisory Board (SAB) Social Media Reputation Management Present...ADP Strategic Advisory Board (SAB) Social Media Reputation Management Present...
ADP Strategic Advisory Board (SAB) Social Media Reputation Management Present...
 
Social Media Reputation Management by Ralph Paglia to SAB
Social Media Reputation Management by Ralph Paglia to SABSocial Media Reputation Management by Ralph Paglia to SAB
Social Media Reputation Management by Ralph Paglia to SAB
 

Plus de Pam Didner

Invite Pam Didner to Speak: Information Package for Event Planners
Invite Pam Didner to Speak: Information Package for Event PlannersInvite Pam Didner to Speak: Information Package for Event Planners
Invite Pam Didner to Speak: Information Package for Event PlannersPam Didner
 
China Social Media Overview
China Social Media OverviewChina Social Media Overview
China Social Media OverviewPam Didner
 
Engineering A Global Content Marketing Plan
Engineering A Global Content Marketing PlanEngineering A Global Content Marketing Plan
Engineering A Global Content Marketing PlanPam Didner
 
Global Integrated Marketing Best Practices
Global Integrated Marketing Best PracticesGlobal Integrated Marketing Best Practices
Global Integrated Marketing Best PracticesPam Didner
 
Integrated Marketing: Think Big, Think Small
Integrated Marketing: Think Big, Think SmallIntegrated Marketing: Think Big, Think Small
Integrated Marketing: Think Big, Think SmallPam Didner
 
Use Big Data to Improve Content Marketing - Cheemin
Use Big Data to Improve Content Marketing - CheeminUse Big Data to Improve Content Marketing - Cheemin
Use Big Data to Improve Content Marketing - CheeminPam Didner
 
CONFAB Minneapolis: Plan, Create, Amplify and Measure
CONFAB Minneapolis: Plan, Create, Amplify and Measure CONFAB Minneapolis: Plan, Create, Amplify and Measure
CONFAB Minneapolis: Plan, Create, Amplify and Measure Pam Didner
 
Harness the Power of Social Data to Grow Your Business
Harness the Power of Social Data to Grow Your BusinessHarness the Power of Social Data to Grow Your Business
Harness the Power of Social Data to Grow Your BusinessPam Didner
 
Create Values from Big Data & Social Media Mash-Up
Create Values from Big Data & Social Media Mash-UpCreate Values from Big Data & Social Media Mash-Up
Create Values from Big Data & Social Media Mash-UpPam Didner
 
Managing Global, Multi-Lingual Content on a Large Scale
Managing Global, Multi-Lingual Content on a Large ScaleManaging Global, Multi-Lingual Content on a Large Scale
Managing Global, Multi-Lingual Content on a Large ScalePam Didner
 
Learn How to Globalize Your Creative Concepts
Learn How to Globalize Your Creative ConceptsLearn How to Globalize Your Creative Concepts
Learn How to Globalize Your Creative ConceptsPam Didner
 
Small Business is not SMB
Small Business is not SMBSmall Business is not SMB
Small Business is not SMBPam Didner
 
Intel's Global Approach to Scale Editorial and Content Planning
Intel's Global Approach to Scale Editorial and Content PlanningIntel's Global Approach to Scale Editorial and Content Planning
Intel's Global Approach to Scale Editorial and Content PlanningPam Didner
 
Six Ways to Start Subject Matter Experts to Think Like Content Marketers
Six Ways to Start Subject Matter Experts to Think Like Content MarketersSix Ways to Start Subject Matter Experts to Think Like Content Marketers
Six Ways to Start Subject Matter Experts to Think Like Content MarketersPam Didner
 
How to Globalize Editorial Planning
How to Globalize Editorial PlanningHow to Globalize Editorial Planning
How to Globalize Editorial PlanningPam Didner
 

Plus de Pam Didner (15)

Invite Pam Didner to Speak: Information Package for Event Planners
Invite Pam Didner to Speak: Information Package for Event PlannersInvite Pam Didner to Speak: Information Package for Event Planners
Invite Pam Didner to Speak: Information Package for Event Planners
 
China Social Media Overview
China Social Media OverviewChina Social Media Overview
China Social Media Overview
 
Engineering A Global Content Marketing Plan
Engineering A Global Content Marketing PlanEngineering A Global Content Marketing Plan
Engineering A Global Content Marketing Plan
 
Global Integrated Marketing Best Practices
Global Integrated Marketing Best PracticesGlobal Integrated Marketing Best Practices
Global Integrated Marketing Best Practices
 
Integrated Marketing: Think Big, Think Small
Integrated Marketing: Think Big, Think SmallIntegrated Marketing: Think Big, Think Small
Integrated Marketing: Think Big, Think Small
 
Use Big Data to Improve Content Marketing - Cheemin
Use Big Data to Improve Content Marketing - CheeminUse Big Data to Improve Content Marketing - Cheemin
Use Big Data to Improve Content Marketing - Cheemin
 
CONFAB Minneapolis: Plan, Create, Amplify and Measure
CONFAB Minneapolis: Plan, Create, Amplify and Measure CONFAB Minneapolis: Plan, Create, Amplify and Measure
CONFAB Minneapolis: Plan, Create, Amplify and Measure
 
Harness the Power of Social Data to Grow Your Business
Harness the Power of Social Data to Grow Your BusinessHarness the Power of Social Data to Grow Your Business
Harness the Power of Social Data to Grow Your Business
 
Create Values from Big Data & Social Media Mash-Up
Create Values from Big Data & Social Media Mash-UpCreate Values from Big Data & Social Media Mash-Up
Create Values from Big Data & Social Media Mash-Up
 
Managing Global, Multi-Lingual Content on a Large Scale
Managing Global, Multi-Lingual Content on a Large ScaleManaging Global, Multi-Lingual Content on a Large Scale
Managing Global, Multi-Lingual Content on a Large Scale
 
Learn How to Globalize Your Creative Concepts
Learn How to Globalize Your Creative ConceptsLearn How to Globalize Your Creative Concepts
Learn How to Globalize Your Creative Concepts
 
Small Business is not SMB
Small Business is not SMBSmall Business is not SMB
Small Business is not SMB
 
Intel's Global Approach to Scale Editorial and Content Planning
Intel's Global Approach to Scale Editorial and Content PlanningIntel's Global Approach to Scale Editorial and Content Planning
Intel's Global Approach to Scale Editorial and Content Planning
 
Six Ways to Start Subject Matter Experts to Think Like Content Marketers
Six Ways to Start Subject Matter Experts to Think Like Content MarketersSix Ways to Start Subject Matter Experts to Think Like Content Marketers
Six Ways to Start Subject Matter Experts to Think Like Content Marketers
 
How to Globalize Editorial Planning
How to Globalize Editorial PlanningHow to Globalize Editorial Planning
How to Globalize Editorial Planning
 

Dernier

ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Content Marketing for Travel Related Websites
Content Marketing for Travel Related WebsitesContent Marketing for Travel Related Websites
Content Marketing for Travel Related Websitesrichardb29
 
Turn Website Visits into Conversions (2).pdf
Turn Website Visits into Conversions (2).pdfTurn Website Visits into Conversions (2).pdf
Turn Website Visits into Conversions (2).pdfVWO
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
SEO BIGGENER SLIDE complete guide fresher
SEO BIGGENER SLIDE complete guide fresherSEO BIGGENER SLIDE complete guide fresher
SEO BIGGENER SLIDE complete guide freshertanoojee71
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
MRK634 Digital Digest Powerpoint Akshank Shukla
MRK634 Digital Digest Powerpoint Akshank ShuklaMRK634 Digital Digest Powerpoint Akshank Shukla
MRK634 Digital Digest Powerpoint Akshank Shuklaashukla15
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
Marketing PowerPoint Michael McFellin.pptx
Marketing PowerPoint Michael McFellin.pptxMarketing PowerPoint Michael McFellin.pptx
Marketing PowerPoint Michael McFellin.pptxmichaelmcfellin
 
Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)Marketing 2.0 Conference
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 

Dernier (20)

ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Content Marketing for Travel Related Websites
Content Marketing for Travel Related WebsitesContent Marketing for Travel Related Websites
Content Marketing for Travel Related Websites
 
Turn Website Visits into Conversions (2).pdf
Turn Website Visits into Conversions (2).pdfTurn Website Visits into Conversions (2).pdf
Turn Website Visits into Conversions (2).pdf
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
SEO BIGGENER SLIDE complete guide fresher
SEO BIGGENER SLIDE complete guide fresherSEO BIGGENER SLIDE complete guide fresher
SEO BIGGENER SLIDE complete guide fresher
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
MRK634 Digital Digest Powerpoint Akshank Shukla
MRK634 Digital Digest Powerpoint Akshank ShuklaMRK634 Digital Digest Powerpoint Akshank Shukla
MRK634 Digital Digest Powerpoint Akshank Shukla
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
Marketing PowerPoint Michael McFellin.pptx
Marketing PowerPoint Michael McFellin.pptxMarketing PowerPoint Michael McFellin.pptx
Marketing PowerPoint Michael McFellin.pptx
 
Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 

Harnessing the Power of Content Marketing

  • 1. Harnessing the Power of Content Marketing @PamDidner Innotech 2013, Austin
  • 2. For today's session - A process for content marketing  - Important pre-steps before implementation - Tips and tricks during implementation
  • 4. Why do you go there?
  • 5. You go there to… -Be Entertained -Learn -Be Challenged -Solve
  • 6. Therefore... Your marketing should provide one or more of the following: -Entertainment -Knowledge/Information -Challenges -Help/Solutions
  • 7. Definition of Content “Anything that conveys meaningful information to humans.” -Erin Kissane, ‘The Elements of Content Strategy’  
  • 8. Definition of Content Marketing “The process of developing and sharing relevant, valuable, and engaging content to target audience with the goal of acquiring new customers or increasing business from existing customers.” - Amanda Maksymiw
  • 9. Content Marketing Adds value to your customers
  • 10. We need a plan and a process Business Objectives Target Audience Success Measurement Plan Budget Planning Content Creation Content Distribution
  • 11. Business   Objec,ves   Align Business Objectives with Marketing Objectives •  Increase Revenue •  Decrease Cost Marke,ng   Objec,ves   •  Build Brand Equity •  Create/Retain Customers •  Enable Sales
  • 12. Translate Business Objectives to Marketing Objectives Business: Increase x% of <Product> revenue ($xM) by expanding to <Segment> Marketing: Establish <Product> as the preferred choice for <Whom> in the <Segment> by building awareness & driving demand
  • 13. When you get back to work Business Objectives: Marketing Objectives:
  • 14. Audience: Create persona Business Objectives Success Measurement Target audience Strategy A good persona provides insights Budget planning Content Creation Content distribution
  • 15. Intel IT Manager Persona Technologies in Use Mean Deployment Size 329   p 65% 1,016  p 43% 88% Avg. IT Budget 3,168  p 95% IT Budget % with Dedicated IT Budget 90% 420   p $10.4M p #  of  sites   IT  Budget   IT Environment p   $$$   %  of  employees  with  a  dedicated  computer   Technology  Infrastructure   Computer  installed  base   Computer  refresh  cycle   >50%  installed  base  of  laptops   p   Server  installed  base   Has  a  enterprise  class  data  center   Tablet  installed  base   Server  virtualizaFon   Security   Use  tech  as  compeFFve  advantage   p   Willingness  to  pay  a  premium   $$$   Early  tech  adopters   p   Employees  that  are  extremely   connected  and  extremely  dispersed   p   Full  F p   Influencersme  dedicated  IT  staff   Smartphone  installed  base   Currently  use  SaaS,  IaaS  or  PaaS   Organiza,onal  A=tudes  and  Business   Outcomes   Ravi, IT Manager Med. & Lrg. Business Tech Enthusiast External Influencers p   p   p  
  • 16. IT Initiatives Ravi, IT Manager Med. & Lrg. Business Tech Enthusiast Leveraging   Data VirtualizaFon Mobility Business  intelligence  tools  to  speed  the  ability  to  report,  analyze  and   store  data  (e.g.,  data  mining,  analyFcs,  data  warehousing,  etc.)   Data  management  applicaFons  that  control,  protect,  deliver  and   enhance  value  of  data  and  informaFon.  (e.g.  ERP,  CRM,  transacFonal   databases,  etc.)   CapabiliFes  to  improve  our  vendors’  or  partners’  abiliFes  to  access  our   data.  (e.g.  web  portals,  B2B  gateways,  etc.)   Business  process  capabiliFes  to  improve  workflows  within  my  company   (e.g.  six  sigma,  business  process  modeling,  etc.)   Security Very High Challenges/ Concerns Telework/   Mobility Very High Desktop  virtualizaFon   Server  virtualizaFon  (e.g.,  expanding;  improving  manageability  etc.)   CapabiliFes  to  enable  employees  to  work  from  home  (e.g.  VPN,  Citrix,   remote  access  to  the  company’s  network,  etc.)   Enabling  employees  to  use  their  personally-­‐supplied  devices,  computers   or  phones  to  connect  to  the  company’s  network   AutomaFng  IT  management  (e.g.,  sodware  /  patch  updates)   Collaboration Security Improving  compliance  with  regulaFon   Improving  our  company’s  IT  security   Very High Information Mgmt Very High Improving  the  delivery  of  applicaFons  across  different  devices*   Other Giving  new  company-­‐supplied  compuFng  tools  to  employees  such  as   smartphones,  tablets  or  similar   ConsolidaFng  or  integraFng  our  data  centers,  network  and  storage   infrastructure**   CapabiliFes  to  accommodate  or  manage  data  growth  and  storage  needs  
  • 17. IBM Police Chief for Public Safety Sector Content Distribution Job Description Influencers Content Topics Source:  IBM  “The  Science  of  MarkeFng.    The  Art  of  ConversaFon”,  Michele  Grieshaber  
  • 18. Drake  Mortors  Company-­‐  SUV   potenFal  buyer     His Objectives Content Distribution Content Creation
  • 19. To Do: Create your own persona Image Name? Personal Profile? Job Description? Challenges or Desires? Content needs? Preferred media to receive information?
  • 20. Persona is not a panacea Gather additional insights from: -Social Listening -Seller Interviews -Buyer Research -Keyword Search -Other data…  
  • 21. Reference point: A good comparison on social listening tools http://social-media-monitoring-review.toptenreviews.com/  
  • 22. Reference point: Keyword Search Tools http://copyblogger.com/keyword-research-tools/
  • 23. Reference point: Keyword Search Tools http://www.iacquire.com/blog/the-best-free-premium-keyword-research-tools/
  • 24. My company asks me to support multiple audiences and business objectives. What should I do? Tip: Prioritize Get buy-in from mgmt. Less is more.
  • 25. Understanding the customer journey is another pre-requisite for content creation
  • 26. But, everyone’s journey is a little different…
  • 27. Search and social media make the customer journey harder to follow
  • 28. Let’s sit back and think about the customer journey differently
  • 29. Create a customer journey to follow how they “think”, not how they “purchase”
  • 30. Intel Example: Map content to IT manager’s thought journey Select topics to address your audience’s needs Learn Plan Decide Purchase I have an issue. How should I solve the problem? What tools do I need to help me solve the problem and make a good decision? Help me build the business case to make a purchase. 3rd Party Market Research White Paper Buyer’s Guide/Selection Guide Demos Case Studies Videos / Webcasts/ Webinars eBooks Product Brief / Technology Brief Newsletter
  • 31. Select 3-5 Assets for each stage Learn Topic: Plan Virtualization I have an issue. Explain a concept, product or technology to address the issue. How should I solve the problem? Best practices to solve the problem. Decide Purchase What tools do I need to help me solve the problem and make a good decision? Help me build the business case to make a purchase. Help them to sort through diff. options. -  -  -  -  Product Brief Market Research eBook Video: Virtualization 101 -  -  -  -  -  White Paper -  Selection Guide -  Case Studies Market Research -  Case Studies -  ROI selection Buyer’s Guide -  Cost and feature tool Top 10 tips comparison -  Cost and feature Demos guide comparison guide
  • 32. IBM Example: Map content to Police Chief’s thought journey Source:  IBM  “The  Science  of  MarkeFng.    The    Art  of  ConversaFon”,  Michele  Grieshaber  
  • 34. Map content to media channels Paid Media Owned Media Traditional Advertising/ Demand Generation Corporate Properties Direct email, company websites, company communities Converged Media* Content syndication, paid media banners, customized paid MKT programs *Source: Altimeter Report: Paid + Owned + Earned = Converged Media by Rebecca Lieb & Jeremiah Owyang Earned Media Organically generated Social Media Platforms Content syndication, social media presence, 3rd party communities/forums
  • 35. When to use long form content Content syndication, paid media banners, customized paid MKT programs Paid Media Traditional Advertising/ Demand Generation Owned Media Corporate Properties Direct email, company websites, company communities
  • 36. What about Social Media? Paid Media Owned Media Traditional Advertising/ Demand Generation Corporate Properties Direct email, company websites, company communities Converged Media* Content syndication, paid media banners, customized paid MKT programs *Source: Altimeter Report: Paid + Owned + Earned = Converged Media by Rebecca Lieb & Jeremiah Owyang Earned (Social) Media Organically generated Social Media Platforms Content syndication, social media presence, 3rd party communities/forums
  • 38. For Social Media: Break down long form content To multiple short forms Long From Content (1) Short From Content (4) Social Content (20) Source:  Bonfire  MarkeFng  
  • 39. Short Form Examples 27-pages White Paper 600-800 word blog posts Source:  Bonfire  MarkeFng  
  • 40. Social Content Examples Source:  Bonfire  MarkeFng  
  • 41. To harness the power of content for social media Think like a newspaper publisher
  • 42. Once you know Your objective, audience, content creation and distribution… You can determine your budget
  • 43. Once you know your budget You can determine your success metrics  
  • 44. Harnessing the power of content marketing: Understand your audience Map content with customer thought journey Repurpose, reuse and refresh content