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Content Development
Content Creation No Matter the Resources

Eric Webb
Senior Director of Communications & Brand




                                            Assurance Tax Consulting

                                            © 2012 McGladrey LLP. All Rights Reserved.
Session Speaker
             Eric Webb
             Senior Director of Communications & Brand
             McGladrey
             Over 25 years of marketing experience has enabled Eric Webb to help
             improve the marketing strategies and tactics of internet startups and Fortune
             500 companies. He produced and co-wrote award winning television
             commercials, was associate producer for the “Bulls-Sox” Television Show and
 @cirewebb   specializes in creative strategy and direct marketing to improve ROI.

             He currently manages the McGladrey ad agencies, marketing
             automation/demand generation and CRM systems, custom content teams,
             and is responsible for the website, internet and social media marketing.

             Eric has a Bachelors of Science in Advertising from the University of Texas
             (specializing in creative advertising) and a Masters in Marketing
             Communications from Roosevelt University in Chicago (specializing in direct
             marketing). As Vice Chair of the Marketing Executives Network Group, he has
             helped this exclusive, senior marketing member organization with technology,
             communications and strategy. He is online marketing certified by the Online
             Marketing Institute, and has a passion for measurement in marketing.




                                                                 Assurance Tax Consulting
                                 2                               © 2012 McGladrey LLP. All Rights Reserved.
The Challenge & the Problem
Increasing thought leadership development to increase
reputation and leads

        No content strategy
        Static website design
        Ad-hoc production process
        No real production coordinator
        Measurement but no reporting
        Limited tools

                                            Assurance Tax Consulting

                                            © 2012 McGladrey LLP. All Rights Reserved.
Three Strategies



               REDESIGN        DRIVE
EDUCATE
               Website to      Content
Content as
                Focus on    Development to
 Strategy
                Content       Next Level




                               Assurance Tax Consulting

                               © 2012 McGladrey LLP. All Rights Reserved.
Content
   as
Strategy
           Build a Strategy Around Content
           Drive and expand reputation; Increase readership and visitors; Lead
           generation




                                                                Assurance Tax Consulting

                                                                © 2012 McGladrey LLP. All Rights Reserved.
BUILD
    a
Strategy
            Build a Strategy Around Content
Around
Content
            Repackage and Promote Your Content         See our presentation
                                                        and learn about…



                                Email Signature line
             John, I believe
                this is an
            important article
           for you to read…




                                                       Maybe you saw us on…
                                                                 Or
                                                         Heard our podcast
                                                        interview of a client
                                                          Assurance Tax Consulting

                                                          © 2012 McGladrey LLP. All Rights Reserved.
REDESIGN
Website to
 Focus on    Redesign the Website to Focus on Content
 Content


    Before                                After




     • “About Us”                             • “For them”
     • Content buried                         • Up front
     • Little promotion outside of site       • Consistent promotion

                                                                 Assurance Tax Consulting
                                          7                      © 2012 McGladrey LLP. All Rights Reserved.
Drive Content Development to the Next Level




      Requires an Improved
       Production Process




                                   Assurance Tax Consulting

                                   © 2012 McGladrey LLP. All Rights Reserved.
Before Production Redesign
 We had a bench
  system
   • Writers waited for
     next project
   • Not everyone was
     aware of
     resources
 Those “in the know”
  always got first pick
 Project tracking was
  not deliberate nor
  centralized

                             Assurance Tax Consulting

                             © 2012 McGladrey LLP. All Rights Reserved.
Solution: A Better Production Process

1 Implement project management
2 Develop project form
3 Create project transparency
4 Align and embed writers
5 Align projects/people to specific effort
6 Determine internal/external resources
7 Archive content and report results

                                  Assurance Tax Consulting

                                  © 2012 McGladrey LLP. All Rights Reserved.
Project Management Workflow and Transparency

                 Project                                                                             Go To Market Services (GTMS) team
Industry/LO




                Notification       This is how marketing support                                     members briefed and/or advise on
                  Form             requests are submitted to GTMS.                                   strategies, help refine based on previous
               submitted by        Depending on project details                                      data and experience.
     B




                Nat’l Mktg         selected, GTMS team leaders will be                               Ongoing approvals from SMEs and
                 Leaders           notified of the support request.
                                                                                                     Industry/LOB Leaders throughout
                                                                                                     process coordinated by National
                                         Scheduled by                                                Marketing Leaders.
                                         Production
                                         Manager
                 Multi-                                                              Work Begins: Content &
                                          Project Kick-            Project set-
                 aspect          Yes                                 up and
                                                                                      Graphic Design, Digital
                 GTMS                     off Call and                              Media, Demand Generation,
                                          project brief            assigned in
                 project                                                                Social Media, PR,
                                           completed               BaseCamp
                    ?                                                                    Advertising, etc.


                      No – Single area of support needed – Small project
GTMS




                                                                                  Best efforts will be made to align resources to specific LOB/
                                                                                  Industry, this may not always be possible unless teams are
                                                                Tracking of
                                              MROI                                willing to adjust project due dates.
                                                                 Results –
                                          analysis with
                Implementation                                   Google &         NOTE: Project Tracker used to manage overall planning.
                                          industry/LOB
                                                                  Eloqua          BaseCamp used to manage GTMS support elements.
                                             Leaders
                                                                 Analytics
                                                                                  GTMS teams will review Project Tracker reports to plan for
                                                                                  resources and manage workflow.


                                                                                                                  Assurance Tax Consulting

                                                                                                                  © 2012 McGladrey LLP. All Rights Reserved.
Starting the Project
 Forms remove poor
  communication
 You can educate
 Creates prioritization
 Help requesters think
  ahead


     Specific questions force
      them to think beyond
       the immediate need
           and think about
     repackaging, web pages
       that should be linked,
        other types of media




                                Assurance Tax Consulting

                                © 2012 McGladrey LLP. All Rights Reserved.
Create Project Transparency
1.   Common project tracking
     system
     •   MS Project, Basecamp, Excel, etc.

2.   Keep it simple
     •   Broad milestones, not every task
         detail
     •   Calendar
     •   Alerts when due dates approaching
     •   Notes-capable
     •   Storage for files
     •   Access to contractors

3.   System should help “push”
     people
4.   Monitor and report out

                                             Images of Project Management Tool
                                             Basecamp (www.basecamp.com)
                                                                 Assurance Tax Consulting

                                                                 © 2012 McGladrey LLP. All Rights Reserved.
Allow Content Creator to “Embed”
 Align writers and other
  staff to specific practice
  or industry groups

 Allows for better ideas
  and strategy

 Creator can provide
  insights, timetables up
  front

 Empowers knowledge
  about space


                                   Assurance Tax Consulting

                                   © 2012 McGladrey LLP. All Rights Reserved.
Align Project to Specific Level of Effort
                                                                             More
                           Video • Webinar
 Not all assignments     Traditional Event




                                                                                Resources
  are created equal
 Different types of         White Paper
  media require              Newsletter
  different levels of        Case Study
  effort
 We prioritize effort       Audio Podcast
  and align media to be        Blog Post
  used                          Article
                                                                             Less




                                        Assurance Tax Consulting

                                        © 2012 McGladrey LLP. All Rights Reserved.
“N” = To use External or Internal Resource
 Don’t create a Cadillac when
  what you need is a Chevy
 More, good content will
  outperform “beauty” content
 Think about the “buy-cycle” and
  what content aligns to what
  stage
 Simple, direct efforts like



                                    N
  editing, white papers, articles
  make the most sense
 Audio podcasts, case studies
  and blog posts are best
  internally

                                    Assurance Tax Consulting

                                    © 2012 McGladrey LLP. All Rights Reserved.
“N” = To use External or Internal Resource
             COST SAVING TIPS
 Don’t create a Cadillac when
  what you need is a Chevy
           When looking for freelance writers, don’t
 More, good look at “market segment” experienced
           only content will
  outperform “beauty” content journalists;
           writers. Seek out strong
 Think about the “buy-cycle” and and creating
           those good at interviewing
           a story.
  what content aligns to what
  stage Journalists are trained to learn a space
 Simple, direct efforts like writers.
           and are great “ghost” editing,




                                                       N
  white papers, articles and white for contractors
           Leverage Craigslist to look
  papers make the an hourly rate and total project
           and state most sense
 Audio podcasts, casemedia (i.e.and for white
           cost by type of studies $300
           paper).
  blog posts are best internally
            Dictate what you will pay for talent.

                                                       Assurance Tax Consulting

                                                       © 2012 McGladrey LLP. All Rights Reserved.
Archive Your Content
Archiving content helps repackaging efforts and organizes content:
Search by topic, author, industry, service line, keywords, buy-cycle
alignment.




                                                         Assurance Tax Consulting

                                                         © 2012 McGladrey LLP. All Rights Reserved.
Report Results
 Keeps “creators” and subject matter experts (SME)
  engaged
 Correlate Web visits to specific content to pick up trends




                                                Assurance Tax Consulting

                                               © 2012 McGladrey LLP. All Rights Reserved.
Report Results
Microsoft Dynamics Webcast Campaign


                         Muse Newsletter                              Blog Post
      Page Live
     on Website            Blog Post




       METRICS              June           July   August                 Etc.
     Total site visits      728            836     994
   Average visits/day        24            27       32

                                                           Assurance Tax Consulting

                                                           © 2012 McGladrey LLP. All Rights Reserved.
Report Results
Microsoft Dynamics Webcast Campaign


                        Muse Newsletter                              Blog Post
      Page Live
     on Website           Blog Post


                                                                                   Campaign
                                                                                     Stats
                                                                                 Page Published:
                                                                                    June 22
                                                                                       Visits: 81
                                                                                    Ave. Time on
                                                                                     Page: 5:42
                                                                                      minutes


      METRICS             June            July   August                Etc.
    Total site visits      728            836     994
   Average visits/day       24            27       32
                                                          Assurance Tax Consulting

                                                          © 2012 McGladrey LLP. All Rights Reserved.
Results




          Assurance Tax Consulting

          © 2012 McGladrey LLP. All Rights Reserved.
Results Since 2009/2010


    + 100%       Increase in web visits per month
    + 300%       Increase in content production

    + 60%        Increase in content promotion




*   More value than you can measure:
    Created energy for SMEs to WANT to produce more
    content
    Increased productivity of writers by three times
                                           Assurance Tax Consulting

                                           © 2012 McGladrey LLP. All Rights Reserved.
Content Continues to Impact Visits and Leads




                                                                         24
                                    © 2012 McGladrey LLP. All Rights Reserved.

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Developing Content No Matter What the Resources - BDI 4/17/13 Content Marketing Summit

  • 1. Content Development Content Creation No Matter the Resources Eric Webb Senior Director of Communications & Brand Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  • 2. Session Speaker Eric Webb Senior Director of Communications & Brand McGladrey Over 25 years of marketing experience has enabled Eric Webb to help improve the marketing strategies and tactics of internet startups and Fortune 500 companies. He produced and co-wrote award winning television commercials, was associate producer for the “Bulls-Sox” Television Show and @cirewebb specializes in creative strategy and direct marketing to improve ROI. He currently manages the McGladrey ad agencies, marketing automation/demand generation and CRM systems, custom content teams, and is responsible for the website, internet and social media marketing. Eric has a Bachelors of Science in Advertising from the University of Texas (specializing in creative advertising) and a Masters in Marketing Communications from Roosevelt University in Chicago (specializing in direct marketing). As Vice Chair of the Marketing Executives Network Group, he has helped this exclusive, senior marketing member organization with technology, communications and strategy. He is online marketing certified by the Online Marketing Institute, and has a passion for measurement in marketing. Assurance Tax Consulting 2 © 2012 McGladrey LLP. All Rights Reserved.
  • 3. The Challenge & the Problem Increasing thought leadership development to increase reputation and leads No content strategy Static website design Ad-hoc production process No real production coordinator Measurement but no reporting Limited tools Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  • 4. Three Strategies REDESIGN DRIVE EDUCATE Website to Content Content as Focus on Development to Strategy Content Next Level Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  • 5. Content as Strategy Build a Strategy Around Content Drive and expand reputation; Increase readership and visitors; Lead generation Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  • 6. BUILD a Strategy Build a Strategy Around Content Around Content Repackage and Promote Your Content See our presentation and learn about… Email Signature line John, I believe this is an important article for you to read… Maybe you saw us on… Or Heard our podcast interview of a client Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  • 7. REDESIGN Website to Focus on Redesign the Website to Focus on Content Content Before After • “About Us” • “For them” • Content buried • Up front • Little promotion outside of site • Consistent promotion Assurance Tax Consulting 7 © 2012 McGladrey LLP. All Rights Reserved.
  • 8. Drive Content Development to the Next Level Requires an Improved Production Process Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  • 9. Before Production Redesign  We had a bench system • Writers waited for next project • Not everyone was aware of resources  Those “in the know” always got first pick  Project tracking was not deliberate nor centralized Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  • 10. Solution: A Better Production Process 1 Implement project management 2 Develop project form 3 Create project transparency 4 Align and embed writers 5 Align projects/people to specific effort 6 Determine internal/external resources 7 Archive content and report results Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  • 11. Project Management Workflow and Transparency Project Go To Market Services (GTMS) team Industry/LO Notification This is how marketing support members briefed and/or advise on Form requests are submitted to GTMS. strategies, help refine based on previous submitted by Depending on project details data and experience. B Nat’l Mktg selected, GTMS team leaders will be Ongoing approvals from SMEs and Leaders notified of the support request. Industry/LOB Leaders throughout process coordinated by National Scheduled by Marketing Leaders. Production Manager Multi- Work Begins: Content & Project Kick- Project set- aspect Yes up and Graphic Design, Digital GTMS off Call and Media, Demand Generation, project brief assigned in project Social Media, PR, completed BaseCamp ? Advertising, etc. No – Single area of support needed – Small project GTMS Best efforts will be made to align resources to specific LOB/ Industry, this may not always be possible unless teams are Tracking of MROI willing to adjust project due dates. Results – analysis with Implementation Google & NOTE: Project Tracker used to manage overall planning. industry/LOB Eloqua BaseCamp used to manage GTMS support elements. Leaders Analytics GTMS teams will review Project Tracker reports to plan for resources and manage workflow. Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  • 12. Starting the Project  Forms remove poor communication  You can educate  Creates prioritization  Help requesters think ahead Specific questions force them to think beyond the immediate need and think about repackaging, web pages that should be linked, other types of media Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  • 13. Create Project Transparency 1. Common project tracking system • MS Project, Basecamp, Excel, etc. 2. Keep it simple • Broad milestones, not every task detail • Calendar • Alerts when due dates approaching • Notes-capable • Storage for files • Access to contractors 3. System should help “push” people 4. Monitor and report out Images of Project Management Tool Basecamp (www.basecamp.com) Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  • 14. Allow Content Creator to “Embed”  Align writers and other staff to specific practice or industry groups  Allows for better ideas and strategy  Creator can provide insights, timetables up front  Empowers knowledge about space Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  • 15. Align Project to Specific Level of Effort More Video • Webinar  Not all assignments Traditional Event Resources are created equal  Different types of White Paper media require Newsletter different levels of Case Study effort  We prioritize effort Audio Podcast and align media to be Blog Post used Article Less Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  • 16. “N” = To use External or Internal Resource  Don’t create a Cadillac when what you need is a Chevy  More, good content will outperform “beauty” content  Think about the “buy-cycle” and what content aligns to what stage  Simple, direct efforts like N editing, white papers, articles make the most sense  Audio podcasts, case studies and blog posts are best internally Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  • 17. “N” = To use External or Internal Resource COST SAVING TIPS  Don’t create a Cadillac when what you need is a Chevy When looking for freelance writers, don’t  More, good look at “market segment” experienced only content will outperform “beauty” content journalists; writers. Seek out strong  Think about the “buy-cycle” and and creating those good at interviewing a story. what content aligns to what stage Journalists are trained to learn a space  Simple, direct efforts like writers. and are great “ghost” editing, N white papers, articles and white for contractors Leverage Craigslist to look papers make the an hourly rate and total project and state most sense  Audio podcasts, casemedia (i.e.and for white cost by type of studies $300 paper). blog posts are best internally Dictate what you will pay for talent. Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  • 18. Archive Your Content Archiving content helps repackaging efforts and organizes content: Search by topic, author, industry, service line, keywords, buy-cycle alignment. Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  • 19. Report Results  Keeps “creators” and subject matter experts (SME) engaged  Correlate Web visits to specific content to pick up trends Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  • 20. Report Results Microsoft Dynamics Webcast Campaign Muse Newsletter Blog Post Page Live on Website Blog Post METRICS June July August Etc. Total site visits 728 836 994 Average visits/day 24 27 32 Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  • 21. Report Results Microsoft Dynamics Webcast Campaign Muse Newsletter Blog Post Page Live on Website Blog Post Campaign Stats Page Published: June 22 Visits: 81 Ave. Time on Page: 5:42 minutes METRICS June July August Etc. Total site visits 728 836 994 Average visits/day 24 27 32 Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  • 22. Results Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  • 23. Results Since 2009/2010 + 100% Increase in web visits per month + 300% Increase in content production + 60% Increase in content promotion * More value than you can measure: Created energy for SMEs to WANT to produce more content Increased productivity of writers by three times Assurance Tax Consulting © 2012 McGladrey LLP. All Rights Reserved.
  • 24. Content Continues to Impact Visits and Leads 24 © 2012 McGladrey LLP. All Rights Reserved.