#TTGTSummit | www.techtarget.com/ForMarketers

Maximizing the effectiveness of your

enterprise content engine

Courtney Kay, Vice President Field & Product Marketing

Leveraging Marketing

Intelligence in Content

Planning

The paradigm shift: the journey

Online ROI Summit | © TechTarget 2

645 minutes per day spent

with media by the

average individual1

9 number of assets, per

person, downloaded

during the buy cycle2

52% of our most active

buyers consume 6+

content pieces per day3

Seller control to buyer control

Sources: 2 eMarketer; 2 SearchAdvisory; 3 TechTarget Media Consumption;

Your prospects

are seeing &

consuming

more….

… and they’re

doing it without

talking to your

sales teams

The paradigm shift: the journey

Online ROI Summit | © TechTarget 3

70% completed

portion of the

buy cycle

without vendor

input1

Seller control to buyer control

Source: 1 Sirius Decisions

IT Deal Alert™

Qualified Sales

Opportunity

1

Storage

E-Zine

6

Vendor

White Papers

14

Editorial

Guides

IT Deal Alert™

Top 200 Account

#55 from #426

28

IT Community

Page Views

1

Vendor

White Paper

25

Editorial

Articles

1

Vendor

Podcast

1

Storage

E-Zine

The paradigm shift: the journey

Online ROI Summit | © TechTarget 4

February

April June

July

Purchasing a backup solution

within the next 3-6 months &

requests vendor contact

A large car

manufacturer with an

active backup project This project resulted in

over 240 brand touches

before being qualified.

- 147 editorial

display interactions

and/or views;

- 56 social display

interactions and/or

views;

- 29 editorial content

downloads; and,

- 8 vendor content

downloads

24

Editorial

Articles

The paradigm shift: the leads

Online ROI Summit | © TechTarget 5

Generation to engagement

Sources: 1Gartner, 2SilverPop/DemandGen Report; 3CMO Council & Netline; 4Forrester Research; 5DemandGen Report; 6The Annuitas Group

What the

organization

of 2017 will

look like…

The paradigm shift: the organization

Online ROI Summit | © TechTarget 6

Sales responsibilities to marketing

Source: Heinz Marketing, 2013

The “New” Marketing

7 Online ROI Summit | © TechTarget

Old paradigm New paradigm

With sales influence slipping, content [the right

content & plan] is more critical than ever before

8 Online ROI Summit | © TechTarget

47% 13 5

of CMOs allocate

25%+ of their budget

to digital, next year

66%1

tactics being used by

B2B marketers

to market their

content2

number of social

media sites B2B

marketers use to

distribute content3

64% 36% 91%

note that producing

enough content is

their #1 challenge2

believe they’re

effective at

content marketing2

adjust content at

least once based on

persona inputs2

Sources: 1 Accenture; 2 CMI & MarketingProfs; 3 Custom Content Council

Building a comprehensive content plan

Online ROI Summit | © TechTarget 9

1. Defining your

content marketing

strategy

2. Effectively

targeting your

content

3. Maximizing your

content

engagement

Building a content strategy

Online ROI Summit | © TechTarget 10

• Setting

goals

• Generating

ideas

• Identifying &

plotting content

Strategize: defining goals

Online ROI Summit | © TechTarget 11

- Education

- Thought leadership

- Product launch

- Competitive de-

positioning

- Customer acquisition

- Positioning for

acquisition

- Benefits marketing

- Community building

- Website traffic

Set your content goal(s)

What

you do

How you’re

different

Who

You help

The

Content

Need

1

3 2

Key considerations

of a content goal

Strategize: constructing personas

Online ROI Summit | © TechTarget 12

Must-haves

- Authority

- Challenge(s)

- Goals

- Demographics

- Firmographics

Nice-to-haves

- Triggers

- Pain Points

- Content Preferences

- Media Preferences

Build reasonable personas

Strategize: generating ideas

13 Online ROI Summit | © TechTarget

Campaign Performance

Market Trends and Research

Content Popularity

Competitor Positioning

Customer Feedback

Identify/Follow Industry Experts

Target audience…

Use your resources campaign, content, market

and client intelligence can all

contribute to idea generation

IT Community Discussions

Image Source: Barn Raisers

Search & Keyword Trends

Strategize: generating ideas

Online ROI Summit | © TechTarget 14

Company stakeholders…

Features Product Managers

Competitive Differentiators

FAQs Customer Service

Mergers & Acquisitions Corporate

Strategy Executives

Sales Wins Direct Sales &

Channel Partners

Image Source: Barn Raisers

Look inside the business you have lots of credible content

originators all around you

“Intelligence” for idea generation

15 Online ROI Summit | © TechTarget

Google Keyword Search Google Adword Search Website Top Content (web analytics tool) Market Research (analysts, publishers, research firms etc) Target Audience Discussions (online IT communities) Campaign and Content Performance (publishers)

16 Online ROI Summit | © TechTarget

Marry ideas with milestones

Image Source: Barn Raisers

Find the sweet spot list of content ideas that

marry what they want to

hear with what you want

to say

Strategize: generating ideas

Strategize: building the calendar

17 Online ROI Summit | © TechTarget

- Add business/industry events

- Select monthly themes

- Incorporate primary topics

- Fill in the gaps with

secondary topics

- Include all pertinent ideas:

goal, topic, author, persona &

suggested type

- Revisit frequently to manage

and optimize

Plot content selections to stay organized

Free Templates:

Google Docs, Hubspot, & CMI

Strategize: content selection

18 Online ROI Summit | © TechTarget

Low

Moderate

High

Investment Level

Source: Eloqua

Strategize: content selection

19 Online ROI Summit | © TechTarget

Prioritize content type by persona

N= 269

Source: TechTarget Media Consumption

Content popularity by title

(North America)

Strategize: content selection

20 Online ROI Summit | © TechTarget

Prioritize content focus by persona

Content focus by role and

title (North America)

N= 260;; N= 187

Source: TechTarget Media Consumption

Effectively targeting your buyers

Online ROI Summit | © TechTarget 21

• Finding your

buyers

• Prioritizing

channels

Target: finding your buyers

Online ROI Summit | © TechTarget 22

Channel popularity

(North America)

N= 269

Source: TechTarget Media Consumption

Understand where they are

Target: finding your buyers

23 Online ROI Summit | © TechTarget

Understand where they are in each buy cycle stage

Channel popularity at each stage

of the buy cycle (North America)

N= 269

Source: TechTarget Media Consumption

Awareness Consideration Decision

Target: prioritizing placements

24 Online ROI Summit | © TechTarget

Articles Webinars Press Releases

Viral Videos White Papers ROI Calculators

Curated Lists Data Sheets Trend Reports

Infographics Analyst Reports Feature Guides

Quizzes & Widgets Demo Videos in-Person Events

E-Books Case Studies

E-Newsletters Reference Checklists

Interactive Demos Pricing Guides

Testimonials

IT publisher websites IT publisher websites Online IT communities

Business websites Business websites Vendor websites

Online IT communities Online IT communities Social networks

Social networks Social networks IT publisher websites

N= 269

Sources: Eloqua & TechTarget Media Consumption

Top 4 online channels

by buy cycle stage

Maximizing your engagement potential

Online ROI Summit | © TechTarget 25

• Getting the

most out of

your content

• Enabling

content to

drive

engagement

Engage: getting the most out of your content

Online ROI Summit | © TechTarget 26

Reinvent premium content

Streaming

becomes

podcasts & a

transcript(s) E-Books or long

form white

papers become

chapters

Engage: getting the most out of your content

Online ROI Summit | © TechTarget 27

Repurpose content

as blog posts,

community updates

& site articles,

promote through

newsletters

Repurpose & promote through owned channels

Engage: getting the most out of your content

Online ROI Summit | © TechTarget 28

Distribute through paid & social platforms

Promote content

mix through

social & paid

channels

Enable content to drive engagement

29 Online ROI Summit | © TechTarget

Incorporate more prominent, content-rich CTAs

Putting it all together

Online ROI Summit | © TechTarget 30

Goal, idea and content selection

Social

Outreach

Social

Outreach

Blog

posts

6

White

paper

segments

5

Direct

Client

Outreach

Social

Outreach

Putting it all together

31 Online ROI Summit | © TechTarget

Video

segments

6

White

paper

1

19 pieces of content

produced to date

Content production & distribution (campaign 1)

352 views solely from

social/ direct client

outreach

Putting it all together

32 Online ROI Summit | © TechTarget

Production Tasks Hours

Filming 1

Video review and cut sheet 2

Video editing 3

Transcript editing 6

Template creation 4

Asset creation 4

Chaptering/linking 2

Posting, copy, & distribution 1

Blog posts 8

Total Time Invested 31

Tool Cost

Transcription (Cinchcast) $152

Visual production (PowerPoint) $0

Total Cost $152

Breaking down the investment

19 assets for $152

Putting it all together

33 Online ROI Summit | © TechTarget

41.6% reengagement

rate

6.75 interactions per

engagement

Enabling the content to drive engagement

Parting thoughts…

Online ROI Summit | © TechTarget 34

1. Take the time to build your

content marketing strategy

- Leverage intelligence from

inside & outside

- Diversify content types to

touch personas/stages

2. Understand what content

resonates on which mediums

- Adjust the message for each

medium

- Prioritize placements by buy

cycle stage

3. Maximize each content

investment you make

- Repurpose content

- Enable your content to drive

deeper engagement

Content Marketing Content I Consume…

35 Online ROI Summit | © TechTarget

● Publications with good content marketing coverage

- MarketingProfs, Content Marketing Institute,

MarketingSherpa, B2B Magazine

● Vendors with good content

- Eloqua, Marketo, Kapost , Curata

Courtney Kay

ckay@techtarget.com

@CourtneyLKay

36

Questions?

Thank you

© TechTarget