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Building the Business Case for Content Marketing - #SPARK15

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Building the Business Case for Content Marketing - #SPARK15

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Content marketing is most powerful when the C-suite understands how it drives revenue and builds the brand. And, other teams within an organization also need to understand how content marketing helps meet business objectives so that these teams can contribute as well. Learn how to talk about content marketing in a language that executives and other stakeholders understand and embrace. This includes having the data to demonstrate impact, particularly when it comes to growing share of voice in the market relative to competitors.

Content marketing is most powerful when the C-suite understands how it drives revenue and builds the brand. And, other teams within an organization also need to understand how content marketing helps meet business objectives so that these teams can contribute as well. Learn how to talk about content marketing in a language that executives and other stakeholders understand and embrace. This includes having the data to demonstrate impact, particularly when it comes to growing share of voice in the market relative to competitors.

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Building the Business Case for Content Marketing - #SPARK15

  1. 1. Building the Business Case for Content Marketing Elizabeth  Clor
  2. 2. DC Tech Rocks!
  3. 3. TODAY IS THE AGE OF THE CUSTOMER: Capture the Customer Voice “This wait is way too long.” “That was the best ever!” “Wow! Actually got decent customer service.” “I won’t be back.” TODAY IS THE AGE OF THE CUSTOMER: Turn Insightsinto Action
  4. 4. Why: B2B buyers are 57% of the way through the decision-making process before talking to a sales rep.* 57% Customer’s first interaction with sales team Due diligence begins Purchase decision * CEB
  5. 5. Why get buy in? It tops the list of CMI’s content marketing success factors. • Budget/Resources • Support for new initiatives and risk taking • Thought leaders help develop content • Company influencers to promote content
  6. 6. And to dispel myths. . . Can’t we hire my 14-year-old daughter to do our Twitter? Content marketing is just a buzzword. This email campaign doesn’t even mention our product! That’s cool. We should make a fun video that goes viral! I’ll be the star. We already have a blog and two white papers. What else is there?
  7. 7. 35% have a documented content marketing strategy Tell your content marketing story Why How What Metrics Content Marketing Story
  8. 8. The “official” why, from CMI: “With content’s high adoption rates, great potential to provide measurable business benefits, and enterprise—wide appeal, a strategic content marketing program is essential to staying competitive in today’s marketplace.” Always start with the Why
  9. 9. To help meet business objectives: Get to the real Why Sales Services Support Finance Product Management Product Marketing
  10. 10. 1:1 Conversations with stakeholders and executives: Make it relevant to key stakeholders Understand their problems and objectives—don’t try to solve a problem that doesn’t exist. • Sales- Leads? • Services- Loyalty?
  11. 11. With content marketing we: • Educate buyers about . . . • Provide guidance on. . . • Establish industry leadership in . . . • Differentiate ourselves from the competition And ultimately • Build trust and loyalty • Grow and nurture the pipeline Why Content Marketing
  12. 12. 1. Why: make it relevant, align it to business goals 2. How: how content marketing achieves the why Tell your Content Marketing Story
  13. 13. Clarabridge’s Content Marketing Approach TARGET By company: Account based marketing By job role: LinkedIn By search term: SEO/SEM By Twitter profile: Twitter By pubs they read: PR ENGAGE/B UILD TRUST eBooks, white papers, cheat sheets Blog and blog subscription Videos Case studies Webinars CONVERT Lead scoring to determine engagement Send leads to ADR with follow-up materials Mature through sales cycle
  14. 14. • 90% status in SFDC • Opp. contacts engage with content and events Show the “How”
  15. 15. • Ultimate Survey Guide: 62 MQLs $418K • Forrester-Beyond Surveys Report: 56 MQLs $378K Revenue is King!
  16. 16. 1. Why: make it relevant, align it to business goals 2. How: how content marketing achieves the why 3. What: specific activities and deliverables aligned to business goals Tell your Content Marketing Story
  17. 17. EDUCATE OUR CUSTOMERS: Help current customers fully understand the breadth of our offering, and what the key differentiators are • Customer-targeted campaigns focused on Engagor, Survey, Speech BUILD AND NURTURE SALES PIPELINE: Generate top of funnel leads, educate and nurture middle/bottom funnel opportunities • Industry-specific campaigns for strategic industries: • Continued thought leadership campaigns w/best practices, tips, etc. SHOWCASE CLIENT SUCCESS: Highlight client success with specific metrics/results, use cases, and testimonials • Benchmark report • Customer testimonial videos • Build out website library of case studies, particularly with CXC Award winners • PR campaigns that feature our clients DIFFERENTIATE THE SOLUTION: Tell the product story and highlight our differentiators • Content marketing campaigns that highlight rich analytical capabilities, the need for a true omni-channel platform, the ability to quickly and easily operationalize the VoC by sharing insights across the org, and accurate sentiment analytics Key Objectives: H2
  18. 18. 1. Why: make it relevant, align it to business goals 2. How: how content marketing achieves the why 3. What: specific activities and deliverables aligned to business goals 4. Use data to set benchmarks and goals and to demonstrate progress to executives Tell your Content Marketing Story
  19. 19. Data validates that what you are doing is actually impacting the business. Use data to tell your story Internal Marketing Data Executive Level Data # of Twitter followers Social engagement vs. competitors # of Press Hits Share of Voice vs. Competitors Email open rates Opp value from email responses # of Blog views #of Blog subscribers converted to opps.
  20. 20. Tell your Content Marketing Story During the first 57% of the decision-making timeline
  21. 21. 1. Why: make it relevant, align it to business goals 2. How: how content marketing achieves the why 3. What: specific activities and deliverables aligned to business goals 4. Use data to set benchmarks and goals and to demonstrate progress to executives Tell your Content Marketing Story
  22. 22. Questions? Elizabeth Clor Sr. Director of Content Marketing @ClarabridgeClor

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