The CMO's Content Marketing Report Card: 5 Steps to Operationalize a Content Marketing Program that Drives Business

11. 11©2014 Skyword 93 76 Percent of B2B marketers who use content marketing. Percent of CMOs who will increase 2015 content marketing spend. Percent of purchase path governed by content. Sources: Content Marketing Institute, CMO Council, Digiday 94

15. 15©2014 Skyword “There’s no excuse for not understanding your metrics, for not providing great customer service, for not understanding the role of customer success, for not doing intelligent lifecycle marketing, for not doing great content marketing… What was hard and innovative 5 years ago is #TableStakes now.” — Christoph Janz, Point Nine Capital (on Twitter)

16. 16©2014 Skyword “Content marketing is one of the most powerful marketing tools startups can employ. Blogs are powerful drivers of awareness and creators of purchasing intent which ultimately lead to new customers, new employees or other new opportunities. “This is doubly true as buyers are educating themselves before contacting sales teams to a far greater extent than ever.” — Tomasz Tunguz, Redpoint Ventures

20. 20©2014 Skyword • Less than half (35%) of content marketers document their strategy, which shows many don’t understand this process is a simple, repeatable science — yet. A few things are going on:

21. 21©2014 Skyword • Less than half (35%) of content marketers document their strategy, which shows many don’t understand this process is a simple, repeatable science — yet. • Marketing teams struggle to find and retain qualified talent. A few things are going on:

22. 22©2014 Skyword • Less than half (35%) of content marketers document their strategy, which shows many don’t understand this process is a simple, repeatable science — yet. • Marketing teams struggle to find and retain qualified talent. • Most marketers haven’t closed the data loop to prove content’s business value. A few things are going on:

35. 35©2014 Skyword 1 + 1 = 5 The enterprise incubator Collaboration happens when people create something better together than alone. To unleash that potential, people must connect. This is especially true for enterprise Sales, Marketing and IT teams. To few are cashing in on pooling their talents. Still, as change accelerates, and knowledge gets more specialized, businesses will only win by co-innovating. Let’s create a publication that spotlights how real-life enterprise professionals are doing big things, TOGETHER.

37. 37©2014 Skyword 1) How well do you know who you’re talking to, and what s/he care about? 2) How consistent does your team conduct social listening and trends research? 3) Do you lead with ideas and innovation, to make information sticky? Do you own the conversation? Rate yourself: 1-10 points per question

43. 43©2014 Skyword Produce and leverage multiple content types in the customer journey including: Articles, eBooks, whitepapers, infographics, and videos. Impactful stories are told in multiple content types + formats…

44. 44©2014 Skyword A E C Nwareness • Re-active storytelling • Audience- driven • Trending topics ducation • eBooks • Infographics • Customer stories • Long-form asset support onversion • Video • Innovator spotlights • Events • Webinars urture • Email campaigns • Innovator spotlights • Customer stories Aligning directly to audience(s) + individual decision-making processes.

45. 45©2014 Skyword A E C Nducation • eBooks • Infographics • Customer stories • Long-form asset support onversion • Video • Innovator spotlights • Events • Webinars urture • Email campaigns • Innovator spotlights • Customer stories Most B2B tech brands are currently doing THIS alright:

46. 46©2014 Skyword A E C Nwareness • Re-active storytelling • Audience- driven • Trending topics ducation • eBooks • Infographics • Customer stories • Long-form asset support onversion • Video • Innovator spotlights • Events • Webinars urture • Email campaigns • Innovator spotlights • Customer stories But they MISS driving audience demand with top-of-funnel content:

47. 47©2014 Skyword Regular listening and conversation analysis of social networks Collaborative monthly topics planning among key stakeholders Analysis of search trends, volumes, and consumer demand Skyword conducts regular analysis of search and social consumer trends to identify content opportunities. In addition, monthly topic planning aligns all content efforts to broader marketing efforts and content production. Recap: You do this by analyzing social conversations + search trends…

48. 48©2014 Skyword 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 May June July August September October November December January February March April May June July August September Irregular publishing/low volumes Consistent monthly publishing/increased volumes Actual Skyword client data, monthly page views, in the consumer technology industry. With the flexibility to publish regularly, scaling up or down as needed.

52. 52©2014 Skyword Source: Sysomos research, IBM CMO study Above all, Sales & Marketing values two things: 1. Thought leadership that’s validated by third-party research 2. Fact-based assessments of products + services Know your personas’ content consumption habits.

53. 53©2014 Skyword “When it comes to content, I’m one of four (of five) CIOs who prefers information that’s: • News-driven • Relevant to my industry • No more than 150 words” Source: Sysomos research, IBM CMO study Like these, of today’s C-level IT executive:

54. 54©2014 Skyword Cloud Storage and Sharing Secrets Mobility Innovation Collaboration Ensuring Secure, Scalable Infrastructure BYOD Trends Astonishing Productivity Hacks The Best Travel Tips Pursuing Work- Life Balance Inspiring Entrepreneurs in Teams Equipping the Virtual Workforce Powering Face- to-Face Connections Communication Secrets Management & Leadership Spotlights Sparking Productivity Select recurring content themes + sample topics.

57. 57©2014 Skyword2/11/2015 5757©2014 Skyword Case Study IBM Security For IBM Security, it’s not about selling services— it’s about sharing news and analysis for information security professionals. • Create central information hub to connect both IT and security professionals • Become the voice of information security through thought leadership content • Empower IBM internal subject matter experts and external influencers to blog on behalf of IBM • Show business value of content marketing within a division of a large enterprise organization

58. 58©2014 Skyword 58©2014 Skyword Case Study IBM Security • Launched SecurityIntelligence.com and increased traffic 494% in the first year • On-boarded 150 internal and external contributors to drive content production for the website • 1 in 10 site visits turn into business engagements • 3.5% of site visits turn into marketing responses • 15,000 marketing responses with average cost of $25 • $19 million in sales opportunities for IBM • $1.2 million in savings, compared to content curation and other media spend • 390% ROI in 2014

61. 61©2014 Skyword 1) Does your strategy reflect formalized personas and buyer content consumption preferences? 2) How effectively does your conversion strategy fill pipeline? (Is your funnel ratio working?) 3) Do you publish on an owned destination? How strategic is your brand? Rate yourself: 1-10 points per question

71. 71©2014 Skyword2/11/2015 7171©2014 Skyword Case Study IBM Midsize Insider For IBM, it’s more than IT solutions — it’s about helping midsize IT professionals think differently in the work they do every day. • After developing a reputation for being a costly solution for midsize businesses, IBM had to extend its offerings beyond its core solutions to break this mold. • IBM recruited a highly relevant team of authors from the midsize-business and IT worlds. • These contributors regularly publish news-oriented and advice-giving stories that inform IBM’s target audience about the trends taking place in the industry.

72. 72©2014 Skyword 72©2014 Skyword IBM Midsize Insider Results IBM’s Midsize Insider program achieved the following results to date: • IBM Wins 2013 Digiday Award for Best Content Marketing Program • Acceptance into Google News • 4,500+ professionally crafted, search-optimized articles • 30+ writer relationships • 365MM+ social impressions generated • 890,000+ page views • 85,000+ social engagements • 2.4% CTR from MidsizeInsider.com to IBM.com Solutions Pages

73. 73©2014 Skyword 1) How well do you evangelize in-house subject matter expertise? 2) How strategically do you ‘share the microphone’? 3) Is your contributor group sufficiently diverse? Are you leveraging influencer networks + knowledge? Rate yourself: 1-10 points per question

84. 84©2014 Skyword2/11/2015 8484©2014 Skyword Case Study Priceless Cities For MasterCard, It’s not about issuing credit cards—It’s about connecting with a global audience around their passions and love for their cities • Built a website geared toward a global audience that profiles the amazing cultural events taking place in the world’s most-beautiful cities • Connected with local writers and videographers to produce authentic written and video content about each city • United global cities around citizens’ love and pride for their communities.

85. 85©2014 Skyword 85©2014 Skyword Priceless Cities Results Expanded from pilot study in one city to global campaigns, that are slated to include five continents: • USA: New York, Los Angeles, Chicago, Miami • Canada: Toronto • Europe: London, Munich, Moscow • Asia: Dubai • South America: The Caribbean, Brazil * Each program features local teams of contributors and editors, creating content for local markets

86. 86©2014 Skyword 1) What’s your process for finding and training qualified talent? 2) How well have you formalized brand voice, guidelines? 3) Are you managing a defined workflow process all in one place? Can your model can scale with company growth? Rate yourself: 1-10 points per question

88. 88©2014 Skyword Retaining motivated contributors is as important as reporting.  Millennials – Promotion-seeking – Likes flexibility, freedom and accolades  Generation X – Prioritizes time w family  Baby Boomers – Warm to teaching opportunities (impact) – Thinking about retirement

91. 91©2014 Skyword Drill into content’s impact on profit.  Report on anonymous + known leads viewing the most pages on your site  Receive MA email alerts about which companies view your site  Enable salespeople to monitor leads’ email + web activity on your CRM  Create URL links in MA platform  Append URL parameters to links w/in content + social to gain insight into information in hidden fields.

93. 93©2014 Skyword 1) Have you identified and communicated which KPIs matter most? 2) How connected is your team with your results? 3) What’s your process for comparing — and optimizing — performance across topics, channels, and contributors? Do you measure what matters? Rate yourself: 1-10 points per question

95. 95©2014 Skyword Are you ready to move forward?Are you ready to move forward?• Crawl: 10-30 points • Walk: 40-60 points • Run: 70-90 points • Sprint: 100-120 points • Win: 130-150 points Your Results

97. 97©2014 Skyword 1) Start with a big idea, based on competitive research. Deploy a storytelling approach that’s sticky. 2) Map content themes to progressive buyer interests. Formalize your conversion strategy. Delight your customer with varied content types. 3) Incorporate and automate social, SEO, and back linking rules. 4) Always lead with fresh ideas. Make your content searchable, snack-able, shareable. 5) Publish on an owned property — as often as you want buyers on your site. 6) Build a well-rounded contributor team. Empower internal SMEs and partners. Share the authorship microphone. 7) Motivate contributors to stay invested. 8) Invest in a content workflow that can scale with global projections. 9) Close the feedback loop. Define and test KPIs. Measure consistently. Tweak. 10)Produce profit reports. Uplevel your place at the revenue table. 10-Step Checklist

The CMO's Content Marketing Report Card: 5 Steps to Operationalize a Content Marketing Program that Drives Business

Du liest eine Vorschau.

Hier ansehen

The CMO's Content Marketing Report Card: 5 Steps to Operationalize a Content Marketing Program that Drives Business

Weitere Verwandte Inhalte

Diashows für Sie (20)

Andere mochten auch (6)

Ähnlich wie The CMO's Content Marketing Report Card: 5 Steps to Operationalize a Content Marketing Program that Drives Business (20)

Aktuellste (20)