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Transcript of Andrew Rogerson, Managing director, Grist and Nathan Hambrook-Skinner, director of communications,...
BEST-PRACTICE THOUGHT LEADERSHIPB2B INPROF, 25 FEBRUARY, 2016
ANDREW ROGERSON / GRIST NATHAN HAMBROOK-SKINNER / WILLIS TOWERS WATSON
02Grist / Content with purpose gristonline.com
Today’s agenda
• Aframeworkforbestpractice
• ResultsofGrist’ssnapsurvey
• Alookatanaward-winningexample,Resilience
• Whatsuccesslookslike
03Grist / Best-practice thought leadership B2B InProf
How effective is your firm’s content marketing programme?
Source: Grist PM Forum snap survey February 2016
Very effective 5 Not at all effective 1Rating of 2
Rating of 3 Rating of 4
13%
37%
8%
6%
37%
04Grist / Best-practice thought leadership B2B InProf
0 10 20 30 40 50
What are the main obstacles to content marketing success?
Buy-in from senior management
Budget
Availability of skilled Internal resource / expertise
Undefined processes
Lack of proof of concept
Source: Grist PM Forum snap survey February 2016
19%
50%
38%
21%
13%
05Grist / Best-practice thought leadership B2B InProf
Do you create content that clients really want to engage with?
Source: Grist PM Forum snap survey February 2016
We know clients’ issues and produce engaging content that addresses their pains
Don’t know
We struggle with the right topics to cover
We tend to write what the partners want to write about rather than what clients want to read
We probably cover the right issues but our content is not particularly engaging
2%
15%
33%
31%
19%
06Grist / Best-practice thought leadership B2B InProf
The content marketing sweet spot
CONTENT MARKETING SWEET SPOT...
INTELLIGENT CONTENT WITH PURPOSE
YOUR CLIENTS’ ISSUES,
OPPORTUNITIES AND
CHALLENGES
YOUR EXPERTISE, CAPABILITIES AND CREDIBILITY
75%93%
93% of B2B marketers connect their content to SERVICES while 75% of B2B clients turn to content for IDEAS
Source: Economist Intelligence Unit Survey, What do B2B marketers do vs What do senior executives want
07Grist / Best-practice thought leadership B2B InProf
We have a fully documented content marketing strategy
Don’t know
We don’t have a content marketing strategy at all
We have a content marketing strategy but it is not documented
Which of the following best describes your organisation’s content marketing strategy?
Source: Grist PM Forum snap survey February 2016
37%
44%
13%
6%
08Grist / Best-practice thought leadership B2B InProf
Setting the agenda – leading the debate
PROSPECTSYOUR ORGANISATION
INFLUENCERSMARKET RESEARCH
CLIENTSEXTERNAL EXPERTS
ENGAGEUNDERSTAND
INFORMCHALLENGE
INFLUENCEVALIDATE
Your goals,
expertise,
competitive
differentiation
Insightful
analysis of
your target
market
CONTENT MARKETING
PROGRAMME
09Grist / Best-practice thought leadership B2B InProf
Which of the following editorial tools do you use?
0 10 20 30 40 50
Client personas
A detailed plan/template for each content type
Content calendar
Article briefs
Editorial style guide
Analytics
None
Source: Grist PM Forum snap survey February 2016
38%
44%
46%
44%
37%
42%
17%
10Grist / Best-practice thought leadership B2B InProf
Editorial process
DESIGN, SUB AND
PROOF
FINAL DRAFT
7 8 9
CONTENT MARKETING
PLAN
EDITORIAL MEETING
ARTICLE BRIEF
BRIEF WRITER
INTERVIEW CLIENTS
AND PARTNERS
FIRST DRAFT
1 2 3 4 5 6
DOES IT MEET THE BRIEF?
NONO
PUBLISH
11Grist / Best-practice thought leadership B2B InProf
We know the channels our clients frequent and use them systematically
We typically use the same channels as we always have
We have a rough idea of the channels our clients use but tend not to test
We don’t know which channels our clients use but test frequently
Our understanding of media consumption
Source: Grist PM Forum snap survey February 2016
17%
27%
19%
37%
12Grist / Best-practice thought leadership B2B InProf
Widespread distribution
OWNED• Corporate websites• Social media company pages• Email marketing• Print publications• Events
PAID• Search engine advertising • Social media paid promotion • Content recommendation engines • Native advertising / advertorials • Sponsorship / advertising
EARNED• Media relations• Stakeholder relations• Influencer relations• Blogger outreach• Partnerships
SHARED• Social media activity• Referral programmes • Client meetings• Conferences
SHARED EARNED
OWNED
Microsites
Magazines Tweets
Reports
Infographics
Webcasts
Videos
Blogs Apps
ASSETSPresentations
PAID
CONTENTOriginal, insightful, authoritative content that differentiates your brand and helps your clients
13Grist / Best-practice thought leadership B2B InProf
We have a defined strategy for all of our content and measure accordingly
We have no measurement in place
We have no clear strategy for our content but are strong on analytics
We have a defined strategy for all of our content but are not so strong on measurement
Obvious areas for improvement
Source: Grist PM Forum snap survey February 2016
44%
31%
12%
13%
14Grist / Best-practice thought leadership B2B InProf
Measurement
• Audience doesn’t recognise (or acknowledge) that there is a problem or opportunity
• A need is recognised and the prospect is actively researching potential solutions
• A solution has been identified and the user is now comparing potential suppliers
• The user has contacted a shortlist of potential suppliers and has committed to take action
• Following a successful engagement, the client is happy to recommend you to others
• Blogs / News
• Articles / Viewpoints
• Reports / Whitepapers
• Case studies
• Service descriptions
• Staff biographies
• Bid documents
• Corporate brochures
• Newsletters
• Alumni groups
•Isiteffective?Douserstakethedesiredactionafter?
•Isitgood?Topical?Frequent?Authentic?Interactive?
•Isiteffective?Douserstakethedesiredactionafter?
•Isitgood?Rigorous?Practical?Insightful?Visual?
•Isiteffective?Douserstakethedesiredactionafter?
•Isitgood?Client-focused?Benefit-led?Real?Approachable?
•Isiteffective?Douserstakethedesiredactionafter?
•Isitgood?Personal?Compelling?Honest?Inspirational?
•Isiteffective?Douserstakethedesiredactionafter?
•Isitgood?Inclusive?Genuine?Value-adding?
AWARENESS RESEARCH COMPARISON ACTION ADVOCACY
CLI
ENT
PR
OB
LEM
/O
PP
OR
TUN
ITY
CON
TEN
TM
EASU
REM
ENT
16Grist / Best-practice thought leadership B2B InProf
Demonstrating forward thinking
• Explores an emerging and critical area for clients
• Forward-looking predictions
• Demonstrates expertise on more intangible/systemic risk
• Digital unbundling
• Single print article is 3 online articles
17Grist / Best-practice thought leadership B2B InProf
Demonstrating thought leadership
• Visionary Q&A with a senior stakeholder
• Topical content
• Bold thought provoking opinions
• Demonstrates Willis knowledge of broad industry trends
• Strong professional photography
18Grist / Best-practice thought leadership B2B InProf
Demonstrating client focus
• Put the client first
• Use of infographics
• Analysis of audience challenges aligned with product-based solutions
• Digital amplification
19Grist / Best-practice thought leadership B2B InProf
Reader research highlights
35,0
00
12,0
00 UNIQUE USERS
HAVE VISITED RESILIENCE
WEBSITE SINCE LAUNCH
COPIES OF EACH ISSUE OF THE
MAGAZINE ARE DISTRIBUTED WORLDWIDE
THREE YEARS AGO WE WERE NOT KNOWN FOR THOUGHT LEADERSHIP AND IT WAS DIFFICULT TO SAY WHAT WILLIS STOOD FOR – RESILIENCE HAS BEGUN TO CHANGE THAT. IT SHOWS WILLIS AS A TRULY CONNECTED GLOBAL COMPANY, WITH A PERSPECTIVE AND VIEW OF THE FUTURE.”JIM BLANEY, CEO, WILLIS HUMAN CAPITAL PRACTICE
124%MORE TRAFFIC FOR
OCTOBER ISSUE, COMPARED WITH
PREVIOUS
SESSIONS/ MONTH
5400
RESILIENCE ACTIVITY ON TWITTER AND
LINKEDIN HAS RESULTED IN
535 LIKES AND SIGNIFICANT GROWTH IN
IN-COMING TRAFFIC FROM SOCIAL
SAY RESILIENCE ADDRESSES IMPORTANT ISSUES
AFFECTING THEIR BUSINESS AND DEMONSTRATES HOW
WILLIS CAN HELP
79%
CLIENTS
SAY RESILIENCE ENHANCES WILLIS’S CREDIBILITY AS A GLOBAL RISK ADVISORY, RE/
INSURANCE BROKING, AND HUMAN CAPITAL AND BENEFITS FIRM
91%
INTERNAL STAKEHOLDERS
20Grist / Best-practice thought leadership B2B InProf
What do external stakeholders think?
SUPER ADVOCATESAlmost two thirds of external stakeholders are Resilience ‘super advocates’: they highly value the content and act upon it
A substantial segment (60%) ‘agree strongly’ with the key brand statements:
• Resilience demonstrates that WTW understands a wide range of risks and how to effectively manage them
• Resilience enhances WTW’s credibility as a global risk advisory, re/insurance broking, and human capital and benefits firm
They are also more likely to take action…100% say they use information to do their job better (average = 67%)71% say they share articles with colleagues or friends (average = 50%)29% say they contact WTW for further information (average = 17%)
The ‘super advocates’ are from a broad cross section of sectors and regions.
ACTION AFTER READING AN ARTICLE ON THE WEBSITEClick through to other articles
Share the article with a colleague or friend
Subscribe to the Resilience e-newsletter
Contact in any other way
0 10% 20% 30% 40% 50% 60% 70%
69%
46%
36%
8%
ACTION AFTER READING RESILIENCE MAGAZINEUse information contained in it
Share an article with a colleague or friend
Visit the Resilience website
Conduct follow up research
Contact for further information
Sign up to attend an event
0 10% 20% 30% 40% 50% 60% 70%
67%
50%
44%
33%
17%
6%
I RECENTLY READ THE AUTUMN ISSUE OF RESILIENCE WHICH I FOUND REFRESHINGLY INTERESTING AS AN INSURANCE PUBLICATION AND ONE THAT REALLY OFFERS NEW IDEAS AND FRESH PERSPECTIVE.”CORPORATE CLIENT, NEW ZEALAND
21Grist / Best-practice thought leadership B2B InProf
What do internal stakeholders think?
GREAT THOUGHT LEADERSHIP AND POINT OF VIEW FOR WTW. IT HELPS MOVE WILLIS UP THE FOOD CHAIN.”JULIAN ROBERTS, MANAGING DIRECTOR, ALTERNATIVE RISK TRANSFER SOLUTIONS (RISK & ANALYTICS), WTW
IT’S NOT EASY TO TURN SCIENTIFIC AND TECHNICAL INFORMATION INTO ACCESSIBLE MATERIAL, BUT IT’S VERY IMPORTANT. RESILIENCE ACHIEVES THIS TRANSLATION, WITH ITS STYLISH DELIVERY OF A BROAD RANGE OF CONTENT.”GEOFF SAVILLE, WILLIS RESEARCH NETWORK NATURAL HAZARDS HUB LEADER, ANALYTICS TECHNOLOGY, WILLIS
THE JOURNALIST DID AN EXCELLENT JOB. HE WAS VERY PROACTIVE AND CREATED A PAIN-FREE, COLLABORATIVE PROCESS.”JAGDEV KENTH, DIRECTOR OF RISK & REGULATORY STRATEGY, FINANCIAL INSTITUTIONS GROUP, WTW
AT AON THEY USED TO SPEND A LOT OF MONEY ON CREATING GOOD THOUGHT LEADERSHIP, BUT RESILIENCE IS BETTER. WTW IS RAISING THE BAR AND CLIENTS DO NOTICE THESE THINGS.”CIARÁN HEALY, DIRECTOR OF CONSULTING, WTW GLOBAL CAPTIVE PRACTICE
THE MARS INCORPORATED RISK MANAGEMENT TEAM BELIEVED THE DONNY QUESENBERRY INTERVIEW WAS ONE OF THE BETTER ARTICLES THEY HAVE RECENTLY SEEN. SUBSEQUENTLY, WE SHOWED THE ARTICLE TO BTG PLC (PHARMACEUTICAL) AND THE RISK MANAGER ASKED HOW HE COULD GET INTERVIEWED FOR WTW PUBLICATIONS IN THE FUTURE.”PAUL MERLINO, MANAGING DIRECTOR, GLOBAL SOLUTIONS (INTERNATIONAL), WTW
IT’S GREAT FOR KNOWLEDGE-SHARING WITHIN WTW.”ALICE UNDERWOOD, HEAD OF ANALYTICS, WILLIS RE NORTH AMERICA
22Grist / Best-practice thought leadership B2B InProf
Website reach, influence and results
Sess
ions
/ m
onth
USER SESSIONS UP 129% SINCE LAST ISSUE
I SEND ARTICLES TO CLIENTS/PROSPECTS IN ADVANCE OF MEETINGS OR TENDERS TO DEMONSTRATE CREDIBILITY AND DIFFERENTIATE WILLIS FROM OUR
COMPETITORS.”CIARÁN HEALY,
DIRECTOR OF CONSULTING, WILLIS GLOBAL CAPTIVE PRACTICE
All channels are generating more traffic, but especially referred which has increased by over 270% due to greater integration with willis.com
WEBSITE PERFORMANCE SINCE LAUNCH
0
500
1000
1500
2000
2500
3000
LAUNCH 2012
OCT 2013
APRIL 2014
JAN 2015
MAY 2015
OCT 2015
APRIL 2013
Social media
Direct / emailDirect
Referred
Search
32%14%
24%
30%
OCTOBER 2015
Social media
Direct / email
Referred
Search
39%
15%
14%
32%
MAY 2015
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Contact
Andrew [email protected]: 020 7434 1445www.gristonline.com
23Grist / Best practice content marketing PM Forum