Content Marketing Presentation to Diploma in Online Marketing, Sales and Digital Strategy for DBS. Covers the content marketing process and goes through b2b and b2c case studies.

1. Content Marketing Programmes Keith Feighery

2. Outline Overview of Content Marketing Programmes Class exercise Leveraging Owned Media Assets Managing Content Marketing Initiatives Content Marketing for Business to Consumer Relevant Case Studies Content Marketing for Business to Business Relevant Case Studies Project Pitch

3. Content Marketing Programmes

4. Leveraging Owned Media Assets Recognise the value in your owned media assets Websites, mobile applications, digital media assets Its not about talking about “Yourself” all the time Requires a change in mindset to what is “valuable” Provide information and value to customers all the time Brands/Businesses are becoming publishers and media outlets Become trusted experts in your business area Establish trust and develop relationships with customers and prospects Be engaging, entertaining, informative etc.. Use content to increase acquistion rates and reduces retention costs

5. Who creates the content Internally Find employees who are knowledgeable and want to write Re-purpose content that has been created over time for different media Partners, customers and third party experts Publish whitepapers, webinars, eBooks, articles etc…with partners Customers If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc.. You can allow customers to make product recommendations – crowdsourcing

6. Advantages Become trusted thought-leaders in your business area Creates a less-frictional way of converting prospects into sales Helps build long-term relationships rather than one-off sales Creates stickiness to your owned media assets (rather than paid ones) Once started, provides an ongoing framework to control and publish valuable information Content Marketing thinking becomes ingrained in the culture of the organisation Nurturing prospects Vs aggressive interrupt based marketing techniques

7. Success Vs Failure Success Understanding the informational needs of your customers Knowing how those informational needs mix with your marketing goals and objectives Developing a content program around those needs Being consistent (content marketing is a marathon, not a sprint) Listen and continually evolve the program Failure Always selling, rather than informing Not being consistent with your content promise Not listening, thus not evolving the content program Waiting for perfection to come before you deliver the content.

8. Key points to remember Content = valuable information NOT just orchestrated messages Customer relationships don’t end with a payment Focus on what a customer needs rather than what you sell Address needs all the time Valuable communications is what differentiates you from competition Marketers are publishers today Without good content, community is impossible 90% of corporate websites talk about “How great they are” Buyers are more in control today than ever – not sales organisations

9. Content Forms

10. Content forms The copy and digital media on your Web site Articles and other intellectual property or knowledge sharing Whitepapers, case studies, Webinars, podcasts E-mail newsletters Facebook/MySpace/Bebo fan pages and groups Product/service reviews Forums Blogs and reader comments Videos, demos, presentations, and custom animations Tweets, status updates, Content widgets

11. Content Types – B2B

12. Content Types – B2C

13. Business to Customer

14. B2C Content Programmes Provide valuable information, content, entertainment to your prospects and customers Create an ongoing conversation with them where possibe Address wider customer needs – beyond what your product/service does Give them what they want i.e. deals/discounts/extended service, engagement etc.. Create awareness of products, services, organisation, people Be transparent in terms of customer service, company information etc.. Actively seek network effects and customer validations

15. Business to Consumer Case Studies

16. Pepsi Refresh Campaign Analysis: Advantages First-mover advantage. By announcing a radical approach Pepsi took advantage of pre-event press coverage (including a story in Forbes). Using celebrities to spur campaign. Pepsi invested in influential relationships by the utilization of celebrity endorsements. Shifting to “we” over “me.” Demonstrated more community-focused Planning for the long haul. Campaign Analysis: Risks Pepsi has yet to show the world it gets social marketing. Its recent entry into the space with the edgy–but sexist–”Amp” iPhone applications resulted in backlash Cultural mismatch. Pepsi’s history of mass marketing means it will need to change its internal culture to embrace social marketing, where success lies in letting go of control. Missed opportunity to integrate Super Bowl TV ads with campaign. Pepsi’s biggest misstep is putting all its eggs in one basket–and not benefiting from synergies of multiple channels. Source: Jeremiah Owyang – www.web-strategist.com/blog

17. Pepsi Refresh

18. Dell Dell-Hell Blog Buzzmachine : Dell refused to engage with him - created a very critical blog that snowballed Appalling publicity – made onto cover of Businessweek How Dell reacted Now Dell one of most active social media companies – blogs, twitter, product ideas/feedback site Ideas Storm – Customer recommendation platform Encourages employees to blog and engage with tools like twitter Monitors brand using Visible Technologies – TruCast Benefits Improved customer service – real-time support using Twitter Brand Enhancement, product improvement, customer service, employee empowerment

19. Dell Case Study

20. Starbucks Set up a Starbucks idea site To register user ideas, vote on them and then implement popular ones Set up a community site to engage With other socially minded starbucks fans - www.v2v.net Starbucks (Redcard) Do something good everyday – HELP OTHERS around the world Set up http://starbucks.com/sharedplanet/ To show commitment to the planet (green issues supporting communities outside US) YouTube, Twitter, Facebook profiles To connect with customers

21. Starbucks

22. Nokia Mosh A Nokia site offering free safe content for phones Applications, games, videos, widgets etc.. Nokia Conversations Blogs, news, events, future technologies, new applications, ideas and research Twitter, LinkedIn, Slideshare, Kyte, FriendFeed, Delicious (some of these lighty used) Noki WOM http://www.womworld.com Integrated Nokia infostream to Social Media platforms Tumblr, Twitter, Flickr, YouTube, Technorati, FriendFeed Discreet personalised Nokia Facebook profiles Luca, Jade and Anna (Europe, Japan, US based) Recording their lifestream on facebook Not without controversy Wieden Kennedy’s Nokia Design Competition Demonstrated crowd-sourcing not without issues

23. Mayo Clinic

24. Nokia

25. Nike Nike Plus Integrated runner and nanoPod accelerometer tracking device Community based training site – tracks runs, compete, train in teams Route Planners – worldwide Nike.com – training programs Create customised training programmes (Jordan program) Nike 6.0 Community for skateboarders, X-country bikers, surfers, BMXers, Moto, Snowboarders etc. NikeRunning Information based – sharing, connecting with others, advice Blogs Nikewomen – video training, program set-up, interviews and stories NikeID – customised trainers

26. Nike

27. Walmart 11 Moms Blogs Eleven Mom Bloggers who offer advice to families Different types of Mom (Geek, Classy, Frugal,Domestic Diva etc.) Not an overt advert for Walmart brand Kudos from Analyst community (Jeremiah Owyang) Also has difficult online relations Walmart Watch Working Families for Walmart Both very critical of Walmart policies Facebook page hacked – bad publicity around adoption of web 2.0 Myspace campaign panned – ends after 10 weeks Walmarting across America – very mixed reviews

28. Walmart

29. Johnson & Johnson Organised Baby Camp – 56 influential mothers and bloggers Gain word of mouth infuence Not overtly J&J centric Discussing issues that matter to families Run babycenter.com Online community for Mums Not 100% J&J branded – competitors advertise Advice for Mothers Reflects waning influence of print and TV J&J health Channel Videos of people with real life health issues and lets them tell their stories Facebook – Acuminder Useful Application to allow you to manage vision care routine Facebook – ADHD A resource page for parents with Attention Deficit Hyperactivity Disorder (9000 fans) Motrin Ads caused furore with online “Mommy” Bloggers J&J withdrew Ads (showing mothers suffering back problems from carrying baby)

30. Johnson & Johnson

31. BlendTec Little known consumer brand (more industrial reputation) in the US Decided to run some low quality videos of CEO blending incongruous materials iPhone, steel tins, golf balls Called it WillItBlend.com – instant success Over 100Million views Now have iPhone App Raised profile of company in US and beyond Low cost and highly effective

32. BlendTec

33. Business to Business

34. Content Strategy B2B Listen and Understand your audience and their behaviour patterns Map out all the stages of your buyer cycles Create specific personas for your prospects and clients Identify specific needs for each of your buyer personas along the buyer cycle Develop content for each buyer stage Develop a content development schedule Allocate resources or identify third parties to produce specific content Develop a clear voice and personality for your content Solicit feedback from your prospects, customers and community

35. B2B content marketing Create valuable content that is of real interest to your customers Prospective customers engage with sales teams later in the funnel due to online information Providing content the pre-identified types and roles of customers want and need Providing content that maps directly to the different stages of the buyer cycle Producing and sharing content that your community and prospective customers enjoy and will potentially share Distributing content where your customers and prospects coalesce online

36. Business to Business Case Studies

37. Intuit Business Service Co. Provides customer service and advice Twitter, Blogs, wikis (accessed 2.7 million times) and dedicated online advice sites Well crafted web2.0 site Embedded customer feedback channels Two-way transmission of information From customers to Accountants, Tax, Business services etc.. Online Peer to Peer communicatin Forums and Wikis Closed member feedback groups For research and very frank opinions

38. Intuit Business Services

39. Salesforce.com

40. American Express

41. Oracle – Customer Collective

42. Alterian

43. Eloqua

44. MarketBright

45. Marketo