My workshop presentation for the LavaCon 2013 Content Strategy event.

3. 1.
Context: The overwhelming
business case for content
strategy in content marketing
Chaos: The Real World of
content marketing and how
enterprises are making it up
as they go.
2.
Change: Unified content strategy,
marketing and technology
changes everything.3.

4. 1.
The overwhelming
business case for content
strategy in content marketing

5. “The 19th century was defined by the novel.
The 20th by the cinema.
The 21st will be defined by the interface.”
- Lev Manovich

10. -Howard Gossage

15. - William Clark
Gartner Analyst

17. Social"
Security"
Subscribe"
Search"
Social &
Augmented Reality
Contextual based
security
Management &
Delivery
Personalized results

23. Your Competition Is NotYour
Competition

24. million homes
with broadband
connection
people “cut the
cable cord last year”
% of all primetime
bandwidth
From Netflix.

25. of mobile users
are smartphone users
of mobile Americans
browse the mobile Web
Average gadgets HH:
2 computers, 3 laptops,
2 video capable cameras,
2 cell phones, scanner,
3 TV’s + DVR’s, 1 Gamebox, 1 Kindle/iPad

26. Whew!

27. How do we….
As Marketers
Become Context
Aware?

30. +

32. Content MUST be well organized
Content Governance MUST be in place
UI/IA Strategy For ALL Channels Is Critical

33. Chaos: The Real World of
content marketing and how
enterprises are making it up
as they go.
2.

34. What I’ve learned about the process of
content & marketing over 24 Months...

35. 1.
Most organizations are siloed -
now even within Marketing.
2.
Most organizations are starting
to transform their marketing
groups...
3.
B2C and B2B processes are
more different than they might
first appear.
4.
Marketing doesn’t want MORE
technology.
What we’ve learned about the process of
content & marketing over 24 Months...

36. 1.
The key is utilizing technology to
de-silo the PROCESS, not the
team.
2.
Collaborative roles and
processes created to facilitate
better communication.
3.
Alignment of governance,
measurement and goals.
Different for B2B and B2C
What we’ve learned about the process of
content & marketing over 24 Months...

37. Content Marketing Team/Roles
Most are creating the
responsibilities, but have kept
the traditional titles.
Where is content strategy?
It’s not there….. Yet….

38. 1.
Most vendors and agencies think
of enterprise marketing as one
big team. It’s so not.
Right now – it’s a mess and neither
technology vendors nor agencies have
solved it....
2.
Big gaps in capabilities are
being filled by freelancers and
agencies (but not for long)
3.
Startup technologies are
providing point-solutions to fill
technology gaps.

39. Web Social Social CRM Brand E-Mktg
Owns:
Web Site &
Optimization
Measured:
Traffic
SEO
Leads
Owns:
Facebook
Twitter
Measured:
Engagement
Owns:
CRM
Twitter
Measured:
Not
Owns:
TV
Measured:
Awareness
Owns:
Blog
Social
Content
Measured:
Working On It.
Content Strategy Not Aligned. Web, Social, PR, eMktg
Measurement Not Aligned - and in fact conflicts
Result - process and tool silos emerging - questions on WCMS
PR
Owns:
PR Content
NewsRoom
Content
Measured:
PR
Big Insurance Company

40. Re-alignment of marketing
Content Marketing
Building content strategy
around E Marketing
Hiring: Writers, Editors
Deploying: Editorial
Community is gone?
What happens to Newsroom?
What happens to Resource center?
What happens to Web Site?

41. 1.
So – Who’s Driving Content Marketing Adoption?
2.
Who we aren’t seeing…. Yet….
a – Public Relations (this is changing)
b – Customer Service & Retention
(except in social)
We see content marketing – being managed
out of:
a - Product Marketing / Demand Generation
b – Brand Marketing / Awareness
(especially B2C)
c - Social Teams / driving ROI on social
programs

42. So – Who’s Driving Content Marketing Adoption?
3.
Most companies still see most social platforms (LinkedIn,
Twitter, Facebook) as ways to promote content BACK to
the target
- Especially true in B2B Demand Generation
- Slideshare, Youtube and others are different. They are
seen as “extensions” of branded repositories /
distribution channels (so they don’t care about
community)
4.
Perhaps unlike digital marketing trends, this is a bottom
up strategy – NOT top down. And agencies are not
leading brands. Rather, brands are pulling their agencies
into this.

44. And How About Social Content
Network
The B2B Marketer Value
Shareability
Amplification
Distribution
Net Result
B2B Marketers distribute content on networks
for different reasons. Whether they know
it or not.
Content Strategy is a must for social too.

45. LET’S TAKE A BREAK….

46. Unified content strategy,
marketing and technology
changes everything.3.

49. The reality of WCM in marketing!

50. The reality of WCM in marketing
• Less than half of customers
trust paid advertising"
• 92% trust earned media."
• But… more than 60% trust
owned media."
• Systems of Engagement that
create content-driven
experiences are powering this
transition. "

51. Constant Engagement is an imperative

52. Social to engage new prospects.
Results:
3 week close instead of 1 HR.
217% more likely to make first
payment and continue to make
payments.

53. B2B Software SaaS Company
“okay, we’ll try this
content marketing
thing”
Customer
Acquisition
1.2x the cost
1.5x as long

54. B2B Software SaaS Company
“wait for it....”
Customer
Acquisition
Spent 2X as much
Stayed 5X as long
2X more likely to
share

55. Engagement is imperative!
• 60% of consumers that engaged
with a brand through social
channels are “significantly” more
likely to recommend or purchase."
• “Fully Engaged” consumers
represent an average of 23%
premium in terms of ‘share of
wallet, profitability, revenue and
relationship growth”"
• “Actively disengaged” consumers
represent a 13% discount in this
same measure"

56. Business as usual – isn’t!
• The old maxim “adapt or die” is still
true. But usually marketers knew
what we were adapting into."
• In today’s marketplace the
question for the visionary CMO
isn’t “What must we evolve into?” "
• Rather, it’s how can we build an
agile marketing organization that
can rapidly adapt to . . . the
unknown and unpredictable? "

59. So, what’s the challenge?
It’s a Change….!
Human Capital Index – Corporate Culture Performance Kotter & Keskette

60. Sources of innovation!
Systematic ProcessSwept Into It
Serendipitous
Replicated From
Previous Job!

61. Producing Engaging
Content
2012 Content Marketing challenges
Producing ContentMgmt Buy-In
Budget

62. It’s time for marketing to step up
and Content Strategists can be
the catalyst!
• We must create and
communicate new
processes – anchored
around an ability to change."
• Doesn’t matter whether it’s a
new WCMS, or WEM/CXM
or SOE"
• Deployment /
implementation is the critical
factor."

63. So – what’s the net result?!

64. What happened?!

65. So – what’s really going on?!

66. So – what’s really going on?!

67. How we buy content technology!
• We identify all the
shortcomings of our
system (real and
perceived)"
• We make a wish list to
fit the design of our
new presentation NOT
our new process."
• We get demos from
vendors who show us
all the new stuff to
differentiate
themselves."
Our "
Wish"
List"
Vendor "
New Stuff"
All The Stuff"
Our CMS
Doesn’t Do."

68. How we implement the same!
The stuff we
don’t
understand.
We’ll wait for
phase 2 on
this
The rationalized the
purchase of the
technology.
Our "
Wish"
List"
Vendor "
New Stuff"
All The Stuff"
Our CMS
Doesn’t Do."

69. Conclusion:!
• All WCM’s fail"
• All WEM’s / SOE’s will fail too."
• Smart Content Strategy & Good Technology
implementation – that enables CHANGE – is
what’s key."
• How do we, as marketers, and content
strategists get to good implementation."

72. Building the process!

73. Building the process!

74. Building the process!
• FIRST: Successful communication with
customers means our engagement
process is BUYER FOCUSED."
• SECOND: Successful deployment of
tools means we are clearly
communicating our needs to our
implementation team. "

79. Anatomy Of A Unified CM Process

80. Align audience
with goals
Identify the larger story
to be told
Map that story against
personas, goals and
capabilities
Create plan
Anatomy Of A Unified CM Process

81. Purpose
Pillars Of Content
Measurement & ROI
Drivers
Content Execution
High Level SEO Strategy
Content Creation/
Curation Workflow &
Process
Content Re-purposing
Process / Social
Anatomy Of A Unified CM Process

82. Learn
1. Plan
Audit
Analysis
Strategy
2. Create
Workflow
Writing
Delivery
3. Govern
Measurement
Maintenance
Anatomy Of A Unified CM Process

83. Content Promotion
“marketing the
marketing”
Measurement against
story & goals
Content & Conversation
Plan.
Anatomy Of A Unified CM Process

84. It’s where most
content agencies start.
Google
sez
there’s
4
million
ways
to
say
We
listen
to
you...
We
repeat
it
back...
We
design
it...
We
develop
it...
We
help
you
maintain/measure
it...

85. Exercise time!

86. Action Storming
SITUATION
Large niche industry technology software company
No innovation in your sector in 20 years
You have a new product that will change the paradigm
You want to launch this product using content marketing
Strengths
Global brand – you are the “Authority” of your niche industry
You’ve got strong product development teams – and the leading
industry experts
Weaknesses
No one’s going to believe you? Analysts? Customers?
Content is all over the place (tech, community, website)
No strong center of content
Exercise!

87. PHASE 1 – LET’S COME UP WITH A
CONTENT MARKETING IDEA
That can help to differentiate them
That can help to launch this new product(s)
That can drive existing products forward
What Is It?
What Content Strategy Will We Need
What Technology Will We Need
Exercise!

88. IMPLEMENTORS
NEXT – VOLUNTEERS
Let’s Pick One Idea
Now you are the implementors – regardless of what they have
provided you,
what will you implement?
Exercise!

89. USERS AND MAINTAINERS
Can you use this thing? What questions do you have? What’s
missi……?
Exercise!

91. • Larger story of CREO.
• 4 Pillars Of Content
• Measurement Goals
• Refined Audience
Personas
• Built The Story Map

92. • Defined Process
• Assigned Roles
• Sourced All Content
• Editorial Calendar (First
Three Months)
• Integrated Story Map

93. • Align story map &
calendar to plan
• Sales content scheduled
• Work w/ agency & sales
to ensure right calls to
action