Efficient processes. We all love them, but struggle to build them in our organizations. See how Plex, Concur and Kapost use content pillars to create enough (and effective) content for paid, earned and owned channels.

1. #EE13

2. #EE13
6 STEPS
TO CREATE A
CONTENT
MARKETING FACTORY

3. CONTENT MARKETING DELIVERS
RESULTS.
ü Year-over-year growth in unique SITE
TRAFFIC is 7.8X
HIGHER for content marketing leaders compared to followers (19.7% vs. 2.5%)
ü For content marketing adopters, the WEBSITE
CONVERSION
RATE is nearly 6X HIGHER than for non-adopters (2.9% vs. 0.5%).
ü The MARKETING
RESPONSE CONVERSION RATE
to MQL is 7.6X HIGHER for adopters versus non-adopters (7.6% vs. 1.0%).
ü Year-over-year GROWTH
IN MARKETING
CONTRIBUTION TO REVENUE is more than 6X HIGHER
for leaders compared to followers (10.2% vs. 1.6%)
*Aberdeen, Crossing the Chaos, Sept. 2013
#EE13

4. MARKETING NEEDS TO BUILD A
CONTENT OPERATION
“ The PRIMARY CHALLENGE to success in content
marketing is one of PROCESS:
Organizing the teams and participants involved so that they
can collaborate effectively.
The SOLUTION to this challenge is to engineer an
optimized, cross-functional CONTENT
FACTORY. ”
-Erin Estep, SiriusDecisions
#EE13

5. 6 STEPS TO CREATE A CONTENT
FACTORY
1.
TEAM
2.
IDEATION
3.
PLANNING
4.
PRODUCTION
5.
DISTRIBUTION
6.
ANALYSIS
#EE13

6. #EE13
TEAM

7. IDENTIFY IMPORTANT ROLES
CONTENT OPERATIONS
WEB/SOCIAL
PRODUCT
MARKETING
MAR COM /
CORPORATE
MARKETING
SUBJECT
MATTER
EXPERTISE
POLISH &
COMMUNICATIONS
MARKETING
OPS
SALES
CUSTOMER
SUCCESS
DISTRIBUTION
#EE13

8. #EE13
IDEATION

9. GENERATE CONTENT IDEAS
COMING UP WITH THE CONTENT IDEAS
• INTERNAL: SALES,
SERVICES, SUPPORT
• SOCIAL
• DIRECT: INTERVIEWS,
SURVEYS
#EE13

10. #EE13
PLANNING

11. QUARTERLY CAMPAIGN CALENDAR
#EE13

12. THE PILLAR APPROACH
4
3
4
1
7
1
1
1
3
#EE13

13. #EE13
PRODUCTION

14. SET UP A MACHINE, NOT A LOG JAM
WHAT
WHO
• COMMUNICATION &
VISIBILITY
• FOR EACH TASK,
ESTABLISH A:
• WHAT?
• WHO?
• WHEN?
WHEN
#EE13

15. #EE13
DISTRIBUTION

16. DISTRIBUTE CONTENT ACROSS
THE ENTIRE FUNNEL
WEB & SOCIAL
MARKETING OPS
SALES
CUSTOMER SUCCESS
#EE13

17. #EE13
ANALYSIS

18. MEASURE RESULTS
DISCOVER WHAT’S WORKING (AND WHAT’S NOT)
142
• FIND THE PATTERNS
68
35
12
MAR 2012
21
JUN 2012
SEP 2012
DEC 2012
• CONNECT CONTENT
TO WHAT MATTERS:
LEADS, REVENUE
MAR 2013
• USE DATA TO INFORM
FUTURE CONTENT
DECISIONS
#EE13

19. #EE13
LET’S
REVIEW

20. 6 STEPS TO CREATE A CONTENT
FACTORY
1.
TEAM
2.
IDEATION
3.
PLANNING
4.
PRODUCTION
5.
DISTRIBUTION
6.
ANALYSIS
#EE13

21. CONTENT STRATEGY
AT CONCUR
#EE13

22. CONCUR CHALLENGE:
SCALABILITY
Growth + Globalisation - Structure =
• Wasted time and effort
• No sharing of good ideas/ recreating the
wheel
• Many local campaigns (which were
actually just programs/tactics)
• Many programs did not use content
across all channels
#EE13

23. CONCUR CHALLENGE:
VISIBILITY
Over 30 different marketing
calendars each a different
format….
But
Still no visibility for central support
teams
And
No way to see one holistic picture
of all-up marketing activity.
#EE13

24. CONCUR CHALLENGE:
WHAT IS SUCCESSFUL
CONTENT?
Did not understand what or how to measure!
#EE13

25. SOLUTION: SCALABILITY AND
VISIBILITY
#EE13

26. + CONTENT/PROGRAMS
WORKFLOW
#EE13

27. + ENABLING GLOBAL
CAMPAIGNS
#EE13

28. WORK IN PROGRESS:
UNDERSTANDING CONTENT
SUCCESS
• Persona
• Buyer journey
Then Analyse
• Was it really our target persona?
• Where were they really in
their journey?
#EE13

29. EXAMPLE:
BLOWING UP THE WHITEPAPER…
#EE13

30. RESULTS: UK SMB RE-USE
FY 12
Core Content
Pieces
FY 13
5
12
Exploded Sub- 3
Content
Over 30
Reuse by other ZERO
regions/
countries
8 core / 20+
sub
Total inquiries from content YoY – up over 100%
Total engagement YoY – up over 150%
#EE13

31. EXAMPLE: GLOBAL LEVERAGE
EXPENSE POLICY TEMPLATE

32. RESULTS
WEB SUCCESS AROUND THE GLOBE…
US: 1900
AU: 500
UK: 600
Germany:
550
Canada: 220
Asia: 230
THE EXPENSE POLICY TEMPLATE GENERATED
OVER 3800 WEB LEADS IN FY13
3
2

33. TOP TIPS
Start simple…adoption is not a one stop
shop….need to change group behavior
Create content that is “no regrets” – even if you
don’t know buyer journey or persona there are
always some ‘no brainers’ (ask sales or look at
your competitors!)
Don’t wait to get started…
#EE13

34. CONTENT MARKETING IN
THE REAL WORLD
#EE13

35. FINDING THE WHY
BEHIND THE STRATEGY
• Communicate from
the Inside Out
• Uncover Your
Internal Drivers
• Align Strategy
with the Why
#EE13

36. FREE RANGE CONTENT
DEVELOPMENT
• Many
Creators
• No Process
• Zero
Visibility
Analysts
Social
Blog
PR
Events
Trade Shows
Webinars
Industry Experts
Advertising/
Marketing Collateral
Operations
White Papers
DM
Messaging
Content Assets
Case Studies
#EE13

37. SOLUTION: REIGNING IN
THE FREE RANGE
• Think Campaigns
• Test by Doing
• Explode One Piece
of Content into Many
#EE13

38. CREATING CONTENT
FOR PEOPLE
• Align Voice
and Message
• Reduce Adverbial
Laundry Lists
• Borrow from Dickens
and Spielberg
#EE13

39. A CAMPAIGN
One Campaign, Many Pieces, all in One Place.
#EE13

40. STUFF I’VE LEARNED SO
YOU DON’T HAVE TO
• Embrace Change …
There Will Be a Lot of It
• Test by Doing
• Learn by Testing …
Then Change
#EE13

41. BE THE CONTENT
MARKETING SUPERHERO
YOU ARE!
Thank You!
#EE13

42. TOBY MURDOCK
CEO & CO-FOUNDER
@TOBYMURDOCK
@KAPOST
ANITA MARSH
LINKEDIN.COM/ANITAMARSH
@ANITAMARSH
@CONCUR
JAN WELBORN-NICHOLS,
JWNICHOLS@PLEXSYSTEMS.COM
LINKEDIN.COM/IN/JANNICHOLS
#EE13