Post on 28-Nov-2014
description
Scott Liewehr, President and Principal Analyst
@sliewehr | @just_clarity
March 7, 2013 at #AdobeSummit
Content Marketing to build passionate subscribers to your brand
http://digitalclaritygroup.com #AdobeSummit | @sliewehr 2
#AdobeSummit | @sliewehr 3
4
Let’s talk about engagement… #AdobeSummit | @sliewehr
5
“Engagement occurs when a consumer interacts with a brand, and elects to invest in it physically, financially or emotionally.”
#AdobeSummit | @sliewehr
6 #AdobeSummit | @sliewehr
Most valued currency on the web
7
“Brands that view the consumer empowerment phenomenon as an opportunity will win.”
#AdobeSummit | @sliewehr
8
Customer Experience #AdobeSummit | @sliewehr
9
“A customer’s holistic perception of a company and its offerings based on all of the customer’s interactions with the company…”
#AdobeSummit | @sliewehr
#AdobeSummit | @sliewehr 10
CXM or
[my preference]
CEM 11 #AdobeSummit | @sliewehr
Great, another acronym… #AdobeSummit | @sliewehr 12
From inside out to outside in § Who are our
customers? § How do we get them
to come to our sites? § What do we want
them to do there? § How do we keep
them from leaving?
13
§ Who are our customers?
§ What do they need to do?
§ How can we help them do it?
§ . . . and better than their options?
#AdobeSummit | @sliewehr
If you’re going outside, take a . . .
14 #AdobeSummit | @sliewehr
Technology is critical
§ C
§ O
§ A
§ T
15
ustomers
bjectives
ctions
echology
. . . and last
#AdobeSummit | @sliewehr
After all, it’s all about content, right?
16 #AdobeSummit | @sliewehr
What is Content Marketing & why should you care?
17 #AdobeSummit | @sliewehr
Content Marketing is not *new*
…and it’s not all that hard either
18 #AdobeSummit | @sliewehr
19
Innovating story, process, channels #AdobeSummit | @sliewehr
20 #AdobeSummit | @sliewehr
21 #AdobeSummit | @sliewehr
22 #AdobeSummit | @sliewehr
23 #AdobeSummit | @sliewehr
§ Can we make sense of the true nature of Search?
§ Can we drive better traffic? § Can we make a business
case for a retargeting network?
§ Can we make PPC better?
Pay Per Click ads 24 #AdobeSummit | @sliewehr
Our Software Is Great www.company.com Customized Software for the enterprise Get A Custom Demo!
Be A Superhero www.company.com True software success. Free Guide - To Build The Business Case.
25 #AdobeSummit | @sliewehr
Retargeting can work 26 #AdobeSummit | @sliewehr
§ Can we make PR really work for marketing?
§ Can we bring the “relations” back to Public Relations?
§ Can we tell human stories, not make canned releases?
§ Can we make PR better? Public Relations 27 #AdobeSummit | @sliewehr
28 #AdobeSummit | @sliewehr
29 #AdobeSummit | @sliewehr
§ Can we stop chasing our own “long tail”?
§ Can we create beloved content, and in turn gets the Google love?
§ Can we write stories that engage rather than settle bar bets?
§ Can we make SEO better?
Search Optimization 30 #AdobeSummit | @sliewehr
31 #AdobeSummit | @sliewehr
FOCUS: Sharable content; engaging, passionate topic Work on developing deeper engagement. Less content | Higher Quality One Year Later – Results: Web traffic: -30% Engagement: +150% Inbound Links: +40% Social Sharing: +100% Sales: +350%
32 #AdobeSummit | @sliewehr
§ Can we create more valuable customers?
§ Can we make it easier to retain/upsell customers?
§ Can we create customers who will defend our brand?
§ Can we make Customer Retention better? Customer Retention
33 #AdobeSummit | @sliewehr
34 #AdobeSummit | @sliewehr
35 #AdobeSummit | @sliewehr
What we’ve learned about the process of Content Marketing over 12 mos…
36 #AdobeSummit | @sliewehr
§ Most organizations are siloed, now even within Marketing.
§ Most organizations are starting to transform their marketing groups.
§ B2C and B2B processes are more different than they might first appear.
§ Marketing doesn’t want more technology.
37
Create & Manage
OpFmize, Aggregate, Curate
Converse & Listen
Measure & Learn
#AdobeSummit | @sliewehr
§ The key is utilizing fast moving technology to de-silo the PROCESS, not the team.
§ Collaborative roles and processes created to facilitate better communication.
§ Alignment of governance, measurement and goals. Different for B2B and B2C.
38
Create & Manage
OpFmize, Aggregate, Curate
Converse & Listen
Measure & Learn
#AdobeSummit | @sliewehr
The Content Marketing team Typical roles within your existing team…
39
Chief Content Officer
Managing Editors
Content Producers
Chief Listening Officers
#AdobeSummit | @sliewehr
Content Creators
§ Most vendors and agencies think of enterprise marketing as one big team. It’s so not.
§ Big gaps in capabilities are being filled by freelancers and agencies (but not for long).
§ Startup technologies are providing point-solutions to fill technology gaps.
40
Create & Manage
OpFmize, Aggregate, Curate
Converse & Listen
Measure & Learn
This has created a mess…
#AdobeSummit | @sliewehr
Web Social Social CRM Brand E-Mktg
Owns: Web Site & Optimization Measured: Traffic SEO Leads
Owns: Facebook Twitter Measured: Engagement
Owns: CRM Twitter Measured: Not
Owns: TV Measured: Awareness
Owns: Blog Social Content Measured: [Working On It]
§ Content Strategy Not Aligned. Web, Social, PR, eMarketing… § Measurement Not Aligned (in fact, conflicts) § Process and tool silos emerging, questions on WCMS
PR
Owns: PR Content NewsRoom Content Measured: PR
Case study: Top 5 Insurance Co.
41 #AdobeSummit | @sliewehr
Case study: Top 5 Insurance Co. Examples of the “stuff” that’s not getting done…
§ Content Strategy = Where should they DO content marketing? Website? Resource Center? Blog? Microsites?
§ Editorial guidelines and enforcement (Writers / Editors)
§ Social Governance (Social Team failing…slowly)
§ Content collaboration and curation (NewsRoom shifting)
§ True content repurposing across channels (Blog flailing)
§ Writer collaboration and ratings (14 external agencies)
§ Mis-aligned measurement for content and marketing
42 #AdobeSummit | @sliewehr
Case study: Top 5 Insurance Co. § Re-alignment of
marketing to Content Marketing
§ Building content strategy around eMarketing
§ Hiring: Writers, editors
§ Deploying: Editorial
43
Unified Content
Technology
Social Brand Team
Social CRM
Brand Team Web Team
eMarkeFng
Public RelaFons
#AdobeSummit | @sliewehr
So, what are you waiting for?
44 #AdobeSummit | @sliewehr
The bar has been raised… #AdobeSummit | @sliewehr 45
…but you have all the tools #AdobeSummit | @sliewehr 46
47
“With great power comes great responsibility.”
#AdobeSummit | @sliewehr
Thank you
Scott Liewehr | @sliewehr Digital Clarity Group | @just_clarity sliewehr@digitalclaritygroup.com
#AdobeSummit | @sliewehr 48