How to Crowdsource Content From Your Advocates
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As the demand for content grows, marketers are faced with a huge challenge: how can you consistently more create high-quality content that the right people actually engage with, convert on and share? You can't do it alone. You need help. In this B2B Content Hacks session, you’ll learn why and how your company's advocates must be a critical component of your content marketing strategy, from ideation to creation to distribution.
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How to Crowdsource Content From Your Advocates
- 1. HOW TO CROWDSOURCE CONTENT FROM YOUR ADVOCATES Truman Tang Advocate Marketer Influitive @TrumanTang Emilie Hamel Customer Success Specialist - Uberflip @EmilieHamel Cassandra Jowett Content Marketer Influitive @cassandrajowett
- 2. @uberflip#ContentHacks ! Questions? We’ve got answers! (At the end of the webinar J) WE WILL SEND THE RECORDING.
- 3. @uberflip#ContentHacks ! Questions? We’ve got answers! (At the end of the webinar J) WE WILL SEND THE RECORDING. JOIN IN ON
- 4. @uberflip#ContentHacks ! STICK AROUND FOR A DEMO
- 5. @uberflip#ContentHacks ! MEET THE EXPERT Cassandra Jowett Content Marketer, Influitive Street Cred: • Journalism background • 7 years leading content marketing at startups • Award-winning B2B content at 2 companies
- 6. @uberflip#ContentHacks ! MEET THE EXPERT Truman Tang Advocate Marketer, Influitive Street Cred: • Advocate of Advocate Marketing • 9 years of community engagement & marketing experience • Led community and advocate marketing programs for glo- bal brands including Electronic Arts, Bloomberg Business Week and Conde Nast Digital
- 7. @uberflip#ContentHacks ! LET’S GET HACKING!
- 8. @uberflip#ContentHacks ! http://contentmarketinginstitute.com/wp-content/uploads/2 014/10/2015_B2B_Research.pdf GREAT CONTENT IS HARD • 54% of B2B marketers and 50% of B2C marketers identify “producing engaging content” as a top challenge. • The average blog post takes 4-5 hours to complete. • 1 in 2 marketers don’t have enough ideas to fuel their content marketing.
- 9. @uberflip#ContentHacks ! BUYERS DON’T TRUST YOUR CONTENT 91% of B2B buyers don’t trust vendor content • It’s biased and self-serving • Buyers can’t verify authenticity 92% trust recommendations from people they know • Online reviews second most-trusted source • Peer recommendations make buyers 5X happier
- 10. @uberflip#ContentHacks ! ADVOCATES ARE YOUR BIGGEST FANS Advocates are current and former customers, partners, employees, influencers and other stakeholders who are willing to make non-monetary investments in your company with their: • Time • Reputation/social capital • Insight/feedback • Expertise
- 11. @uberflip#ContentHacks ! Media + analyst interviews! Sales references! Product reviews! Referrals! Content creation + distribution! Social promotion! User groups + CABs! Product feedback + more! Promoters! Advocates! Advocates vs. Promoters
- 12. @uberflip#ContentHacks ! 6 WAYS TO HACK YOUR CONTENT WITH ADVOCATES 1. Brainstorm ideas for content 2. Collect customer success stories 3. Feature advocates as thought leaders 4. Round up tips for blog posts 5. Give early access and gather feedback 6. Amplify distribution
- 13. @uberflip#ContentHacks ! HOW MUCH OF YOUR CONTENT FEATURES ADVOCATES? • Case studies • Blog posts • eBooks • Videos • Webinars • Infographics • Whitepapers ?
- 14. @uberflip#ContentHacks ! CUSTOMER ADVOCATES IN INFLUITIVE’S CONTENT 85% 37% 30% 78% eBook content Blog posts Social media posts Videos
- 15. @uberflip#ContentHacks ! CUSTOMER ADVOCATES IN INFLUITIVE’S CONTENT • Name the campaign: Next Gen CMO • Provide insights into what they/their CMO cared about most • Choose a direction for the visual branding • Give feedback on an early draft • Engage in conversation in our community • Share eBook with their networks
- 16. @uberflip#ContentHacks ! HACK #1: TAP INTO CUSTOMER KNOWLEDGE Bo Bandy, Director of Marketing! ReadyTalk! Advocate-generated webinar: • 3X net new contacts • 1.7X MQLs • 2X opps Source: Webinar Best Practices Highlight The Need To Address Multiple Buying Stages – Demand Gen Report!
- 17. @uberflip#ContentHacks ! HACK #2: UNCOVER CUSTOMER SUCCESS STORIES • One call for submissions • Customers, partners and employees • 200+ pieces of content for Mitel’s customer success showcase “People submit the greatest ideas I NEVER would have thought of on my own.” Liz Pedro, Director of Customer Content & Advocacy! Mitel!
- 18. @uberflip#ContentHacks ! HACK #3: FEATURE ADVOCATES AS THOUGHT LEADERS • Tips submitted from customers around the world • Used responses to create a 16-page eBook featuring 12 customers Chris Peltz, Chief of Staff! HP Software’s Service Portfolio! Management Customer Success team! “We challenged members of the HP ITSM Insiders, a community of HP Software customers and partners, to provide their best tips for providing world class IT service management.”!
- 19. @uberflip#ContentHacks ! HACK #4: ROUND UP ADVOCATE TIPS FOR BLOG POSTS Uberflip regularly asks their advocates for tips and then publishes them in round-up blog posts on their hub!
- 20. @uberflip#ContentHacks ! HACK #5: GIVE EARLY ACCESS AND GATHER FEEDBACK • Make advocates feel important! • Understand whether you nailed it or missed the mark! • Make any last-minute changes before going public! “The whole birthday suit/naked thing was a little awkward for me to be honest.”! ! “There are some really eye opening numbers in here that are great for me as a social media manager for our company. Thanks for the early access to such great info!”!
- 21. @uberflip#ContentHacks ! HACK #6: AMPLIFY REACH WITH ADVOCATES Hootsuite Ambassador Yearbook! • Crowd-sourced best memories in a Google Presentation! • 57 pages of content! • Uploaded to SlideShare December 2014! • 19,000 views and 858 shares! • 200 potential new Ambassadors! Source: Hootsuite Ambassador Yearbook on SlideShare! “In just five days, the presentation deck organically grew to 57 pages filled with kind words about Hootsuite, our Community team and their experience.”! Justine Velcich, Global Community Programs Manager at Hootsuite!
- 22. @uberflip#ContentHacks ! BETTER RESULTS WITH ADVOCATES 2Xbetter than email 6Xbetter than online ads
- 23. @uberflip#ContentHacks ! RESOURCES 10 AWARD-WINNING ADVOCATE MARKETING SUCCESS STORIES http://bit.ly/1LiSieN INFLUENCERS VS. ADVOCATES: WHAT’S THE DIFFERENCE? http://bit.ly/1YM0ND5 BEYOND NPS: IDENTIFYING ADVOCATES & INVITING THEM TO TAKE ACTION http://bit.ly/1MXJlb9 JOIN THE INFLUITIVE VIP COMMUNITY https://vip.influitive.com/community
- 24. @uberflip#ContentHacks ! QUESTION TIME! hub.uberflip.com Truman Tang Advocate Marketer Influitive @TrumanTang Cassandra Jowett Content Marketer Influitive @cassandrajowett Emilie Hamel Customer Success Specialist - Uberflip @EmilieHamel