'How content marketers are getting real results in manufacturing’ shows you how to plan a content strategy that delivers real ROI. Understand the following: - Why manufacturing businesses need content marketing. - How to build a successful content marketing strategy. - How to document your content marketing strategy. - How to use content to differentiate from the competition. - How to use content to create a better CX in manufacturing. - How to demonstrate the ROI from a content marketing strategy. Only 14% of manufacturing marketers feel they are doing content marketing successfully. With our actionable advice, you have no reason to be one of them!

1. Exclusive Webinar
HOW COMMITTED
MANUFACTURES
GET REAL RESULTS
TOMORROW PEOPLE & CONTENT
MARKETING INSTITUTE

2. /1002
Avoid being a content
marketing usual suspects

3. 3tomorrow-people.com ⋅
Agenda
● Report highlights
● Realisation of what commitment actually means
● 8 Key Commitment goals
● Key takeaways
● Q & A

4. /100
Size of
Manufacturing
Company (by
employees)

5. /100
Manufacturing
organization
2017. Total
annual revenue

6. /100
Manufacturing
Job title/function

7. /100
Does your
organization use
content
marketing?

8. /100
Percentage of
UK Marketers
Using Content
Marketing

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How is content
marketing
structured within
your organization?

10. /100
UK Content Marketing
Organizational Structure

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How would you
describe your
organization’s
content
maturity?

12. /100
How manufacturing marketers assess their
organization’s content marketing maturity

13. 13tomorrow-people.com ⋅
What percentage
of organization’s
marketing budget
is spent on content
marketing?

14. Percentage of total marketing budget spent
on manufacturing content marketing

15. /100
How would you
characterise the
success of your
organization’s
current content
marketing
approach?

16. /100
How Manufacturing
marketers rate the
success of their
organization’s
content marketing
approach

17. /100
are not clear
on success
54%

18. /100
To what factors do
you attribute your
organization’s
increase in success
with content
marketing?

19. /100
Factors contributing to manufacturers
marketers’ increased content marketing
success with content marketing

20. /10020
The Content Marketing Commitment Curve
● Limited subscribers
● No definition of success 46%
● No documented strategy
● Campaign driven
● Less than 20% of budget
● Have no or basic personas
● Focus on Quantity
● Opinion driven improvement
● Focus on Content production
● Owned by 1 or 2 individuals
● 1 or 2 channel promotion
● Limited resource
● No Automation
● High level of subscribers
● Clearly defined success measures
● Documented strategy
● Managed as a continuous business process
● More than 50% of Budget
● Deep continuous updated persona intelligence
● Focus on the experience
● Data driven improvement
● Full Organizational buying
● Multi Channel promotion
● Multi Skilled team (Internal & External)
● Use automation tools
LOW LOWER MID UPPER MID UPPER
STRATEGYTACTICS
Toe in the water All In

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8 Commitment Goals

22. /100
Commitment Goal
Number 1
Train for a monetisation
marathon

23. /100
Disruption is
always dangerous
but digital
disruptions are
happening faster
than ever

24. /100
of companies believe
their business model
will remain
economically viable
through digitization
8%

25. /100
Current state Awareness Impact Monetisation
If you fail to respond
to the current
digital challenge....
You’ve grown comfortable
with a steady state of
revenue growth
Full digitalization and
continued inaction = an
even steeper drop
...you’ll see a
precipitous drop in
growth
Be bold a first mover
or among the fastest
followers, and you’ll
keep climbingValue
Time
OLD MODEL
NEW MODEL

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Commitment Goal
Number 2
Differentiation

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Differentiation
is an old age
issue

28. 28tomorrow-people.com ⋅
Either a brand is
different or it is
dead

29. /100
Is content
differentiation
still possible?

30. /100
Commitment Goal
Number 3
Consistent messages
tied to your core

32. /100
Commitment Goal
Number 4
The right content for the
right strategy

33. Develop a
market not just
a campaign
We don’t want to go on about
delivering a “service”. What we do is
much more than that. We'll change the
way your entire organisation
approaches content marketing.

34. /100
TOFU. Articles, slideshares, thought
leadership blogs.
CONSIDERATION. Playbooks, eGuides,
webinars, videos
MOFU. Core value eGuides,
methodologies, videos
BOFU. Case studies, audits, sales offers,
product sheets

35. /100
Commitment Goal
Number 5
Design, Document and
then Optimise the
“Content supply chain”

36. /100
Competitors & pains research
Listening
Business objectives
Content audit
Performance insight
Conversation audit
Trend research
Persona insight
Research Planning Document
Distribution
Paid media program
Channel executions
& management
Content Strategy
Outreach hit list
Content Strategy
Briefs & specifications
Final user journey
Production
Content Planning Document
Content Production
Commissioning & Proofing
Internal reviews and amends
Design & client approval
Engagement
Community management
Measurement
Monthly/Quarterly
performance review
Performance review
Review Meeting
KEY
Phase
Internal meeting
Activity
Stakeholder meeting
Document
Primary research ideas
Performance data
Insight data
Real-time data
Influencer engagement
Listening & monitoring
Amplification (paid, agile)
Content Schedule
Outreach execution & management
Link building executions
& management
Automation & workflow management
Content Meeting
Setup & build
Idea Generation Meeting
Defining the Experience
Narrative theme & messaging
framework
Channel Framework
User journey
SEO considerations
Content Strategy Document

37. /100
Commitment Goal
Number 6
Plan 12 months in
Advance

38. /100
Regulation and risk Differentiation Processing and design ease
The Solvay Way: Design Engineers
Article
SlideShare
Article
SlideShare
Article
SlideShare
Webinar
Thought Leadership
Webinar
Thought Leadership
Webinar
Thought Leadership
Conversion 1, 2 Conversion 1, 2 Conversion 1, 2
Performance
Article
SlideShare
Webinar
Thought Leadership
Conversion 1, 2
MOFU 1 MOFU 1 MOFU 1 MOFU 1
MOFU 2 MOFU 2 MOFU 2 MOFU 2
The Solvay Way: Purchasers
Case study: Appliances Case study: Baby bottles Case study: Food service and utensils Case study: Generic / all
Speak to Solvay’s polymer specialists
Design Engineers: Performance and efficiency calculator Purchasers: Cost savings calculator
Quarter 1 Quarter 2 Quarter 3 Quarter 4

39. /100
Commitment Goal
Number 7
Focus on the measurement
“why” & “how” rather than
the “what”

40. /100
of respondents classed
their post-campaign
Results analysis as
Merely “average”
40%

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USER INDICATORS
(For Analytics Team)
SECONDARY INDICATORS
PRIMARY
INDICATORS
(For C-Suite Reporting)
#Converted Leads
Total Cost Per Lead
Blog Subscribers
Email List Subscribers
Incremental Leads
Lead Source %
Lead Quality
Cost Per Lead
(each stage)
Cost Per Visitor
Page views
Visitors
Visitor Trending
Top Content
Keywords
Top Landing Pages
Referrers
A/B Testing
Conversions
PPC Bid Amount
Page Rank
Ad Quality Scores
Comments
Engagement
Blog Traffic
Content Shares
Email Subscribers
Followers/Likes/+1’s

42. /100
Commitment Goal
Number 8
Focus 30% budget on paid
promotion to accelerate
performance

43. /10043
KEY
TAKEAWAYS
Train for a monetization
marathon
Focus on subscriber loyalty as
the root to revenue
Design, document and then
optimize the “content supply
chain”
Plan to be different, otherwise
you never will
Mine the goal in the
audience data
Focus on the measurement of “how”
& “why” as much as the “what”
Focus on personalization as a
strategy to deliver the best
experience
Invest in the right formats

44. /100
The ENER-G Quality Power PlanTheme
CPD
Key messages
12-month content plan
Combined Heat and Power (CHP) as the foundation for better energy design and implementation to meet sustainability
targets in building services
Issues / pains
Economic Feasibility and load profiling
How-to guides / best practice blueprints for better CHP cogeneration configuration, implementation
and management for green building design
Foundation
Summary
The ENER-G Quality Power Plan
A definitive manual for Combined Heat and Power (CHP) in green building design, construction and execution
Economic Feasibility and load profiling Economic Feasibility and load profiling
Economic Feasibility and load profiling Economic Feasibility and load profiling Economic Feasibility and load profiling

45. /100
Total Visits
325,428
Total Performance for CHP Site
Landing Page Views
38,018
Blog Views
31,296

46. /100
Submissions
13,909
Total Performance for CHP Site
Contacts
3637
MQL’s
705

47. /100
Marketing
Funnel

48. Is your content
kiss-ass or just a
bit dull?
TAKE THE CONTENT AUDIT

49. Thank you