Content Marketing: A discussion about McGladrey's 300% increase in content production
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Transcript of Content Marketing: A discussion about McGladrey's 300% increase in content production
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Watch a video recording of this webinar to see Daniel Burstein interview Eric Webb, Senior Marketing Direction, Corporate Marketing and Brand at McGladrey and answer questions from the audience.
Click here to watch Access our other webinars
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Join the conversation
#SherpaWebinar
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A discussion about McGladrey's 300% increase in content production
Content Marketing
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Today’s presenters
Daniel BursteinDirector of Editorial ContentMECLABS@DanielBurstein
Eric WebbSenior Marketing Director, Corporate Marketing and BrandMcGladrey@cirewebb
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Join the conversation
#SherpaWebinar
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Content Marketing: McGladrey’s 4‐step process increases content production 300%, Web traffic 100% – http://www.marketingsherpa.com/article/case‐study/marketing‐content‐production‐process‐website‐revamp
Content Marketing: How McGladrey built a strategy around content development –http://www.marketingsherpa.com/video/content‐creation‐b2b‐summit‐replay
Event Recap: MarketingSherpa B2B Summit 2012 –http://www.marketingsherpa.com/article/event‐wrap‐up/b2b‐summit‐2012
Further Resources
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Results
Monthly VisitsWeb Visits Beginning of Year One 50,000Web Visits End of Year One 100,000Relative Difference 100%
Maintained consistent traffic flow between 80,000‐100,000 (sometimes reach 130,000 visitors per month.)
Added four newsletters, regular ‘Alerts’ by industry/service line
Maintained 5% email CTR and 19% social content CTR
Bit.ly links generated over 9,000 form fills
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Results since 2009
+ 100% Increase in web visits per month
+ 300% Increase in content production + 60% Increase in content promotion
More value than you can measure:
Created energy for SMEs to WANT to produce more content
Increased productivity of writers by three times
$400k attributed more revenue from one group, $2m from another
*
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Eric WebbSenior Director of Communications & BrandMcGladrey
Past experience includes…
Marketing Director, MyPoints.com
Director of Communications, Chicago White Sox
Eric Webb
@cirewebb
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Sept. 30 – Oct. 3, 2013
SAN FRANCISCO
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McGladrey is the 5th largest assurance, tax and consulting firm in the world, with 7000 employees, but was inconsistent in developing thought leadership
Increasing Quality Content was Foundational
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Focus EffortMeasurement
20%Golf Platform7%
Transactions5%Government Relations
6%60%
Brand Launch
2%
Thought LeadershipExpertiseAdvocacyEmployer of Choice
Content DependentActivities
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The ChallengeIncrease Visits, Enhance Reputation
No content strategyStatic website designAd‐hoc production processNo real Production CoordinatorMeasurement but no reportingLimited tools
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What does the research say?
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2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915
Most effective for nurturing
6%
8%
16%
18%
24%
25%
25%
29%
30%
35%
35%
41%
57%
Podcasts
Infographics
Self‐promotional content
Teleprospecting calls
Videos
Research‐based content
Direct mail
Blog posts
Webinars
Thought leadership articles
Whitepapers
Sales calls
Email newsletters
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Print advertising
Social media
Mobile marketing
Direct mail
Content
Email marketing
Webinars
Optimization
Tradeshows
PPC
SEO
0%
5%
10%
15%
20%
25%
30%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Degree of difficulty
Level of effectiveness
CONTENT
2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915
Inbound/Outbound: Difficulty vs. Effectiveness
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3%
4%
6%
9%
13%
14%
14%
19%
23%
24%
27%
29%
17%
19%
17%
29%
32%
33%
38%
44%
39%
44%
46%
45%
59%
59%
60%
57%
49%
52%
46%
32%
37%
30%
24%
23%
Print advertising
Tradeshows
Direct mail
Webinars
Paid search (PPC)
Mobile marketing
Marketing technology
Email marketing
Content marketing
SEO
Social media
Website optimization
Increase greatly Increase slightly No change
2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915
Marketers’ expected changes to channel budgets
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2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915
Marketers’ expected changes to channel budget
3%
4%
6%
9%
13%
14%
14%
19%
23%
24%
27%
29%
17%
19%
17%
29%
32%
33%
38%
44%
39%
44%
46%
45%
59%
59%
60%
57%
49%
52%
46%
32%
37%
30%
24%
23%
Print advertising
Tradeshows
Direct mail
Webinars
Paid search (PPC)
Mobile marketing
Marketing technology
Email marketing
Content marketing
SEO
Social media
Website optimization
Increase greatly Increase slightly No change
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So what?
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But it’s hard.Content works.
It doesn’t have to be!
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DRIVE Web and Content to Next Level
REDESIGN Website to Focus on Content
BUILDa Strategy Around Content
Three‐Factor Focus
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Build a Strategy Around ContentDrive and expand reputation; Increase readership and visitors
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Increase lead generation
Build a Strategy Around Content
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Repackaging capabilities/extend use
Build a Strategy Around Content
John, I believe this is an important article for you
to read…
See our presentation and learn about…
Maybe you saw us on…Or
Heard our podcast interview of a client
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Redesign the Website to Focus on Content
• “About Us”• Content buried• Little promotion outside of site
• “For them”• Up front• Consistent promotion
Before After
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Drive Web and Content to the Next Level
bmdtechnowares.blogspot.com
• A website that is more like a publication
• Content is king and everything else is extra
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The Approach: Let’s get tactical
Requires an Improved Production Process
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• We had a bench system• Writers waited for next
project• Not everyone was aware
of resources• Those in “the know” always
got first pick• Project Tracking was not
deliberate nor centralized
Before Production Redesign
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Project Management Workflow and Transparency
Project Notification
Form submitted by Nat’l MktgLeaders
Project Kick‐off Call and project brief completed
Project set‐up and assigned in Project
Management platform
Work Begins: Content & Graphic Design, Digital Media, Demand Generation, Social Media, PR, Advertising, etc.
Implementation
Tracking of Results –
Analytics and Automation Software
Indu
stry/LOB
GTM
S
This is how marketing support requests are submitted to GTMS. Depending on project details selected, GTMS team leaders will be notified of the support request.
MROI analysis with
industry/LOB Leaders
Best efforts will be made to align resources to specific LOB/ Industry, this may not always be possible unless teams are willing to adjust project due dates.
NOTE: Project Tracker used to manage overall planning. Project Management platform used to manage GTMS support elements.GTMS Teams will review Project Tracker reports to plan for resources and manage workflow.
Go To Market Services team members brief and/or advise on strategies, and help refine based on previous data and experience.
Ongoing approvals from SMEs and Industry/LOB Leaders throughout process coordinated by National Marketing Leaders.
Yes
No – Single area of support needed – Small project
Scheduled by Production Manager
Multi‐aspect GTMS project?
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• Forms remove poor communication
• You can educate• Help requesters think ahead
Starting the Project
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Asking the “Right” Questions Improves Content
Specific questions force them to
think beyond the immediate need and think about repackaging, web pages that should be linked, other types of media
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Forms Help Educate Process, Timing and Expectations
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1. Common project tracking system• Project management software/
platforms, spreadsheets, etc
2. Keep it simple• Broad milestones, not every task
detail• Calendar• Alerts when due dates approaching• Notes‐capable• Storage for files• Access to contractors
3. System should help “push” people
4. Monitor and report out
Create Project Transparency
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• Align writers and other staff to specific practice or industry groups
• Allows for better ideas and strategy
• Creator can provide insights, timetables up front
• Empowers knowledge about space
Allow Content Creator to “Embed”
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• Not all assignments are created equal
• Different types of media require different levels of effort
• We prioritize effort and align media to be used
Align Project to Specific Level of Effort
Video • WebinarTraditional Event
White PaperNewsletterCase Study
Audio PodcastBlog PostArticle
HARD
EASY
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• Don’t create a Cadillac when what you need is a Chevy
• More, good content will outperform “beauty” content
• Think about the buying cycle and what content aligns to what stage
• Simple, direct efforts like editing, articles and white papers make the most sense
• Audio podcasts, case studies and blog posts are best internally
“N” = To use External or Internal Resource
N
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• Don’t create a Cadillac when what you need is a Chevy• More, good content will outperform “beauty” content• Think about the “buy‐cycle” and what content aligns to what stage• Simple, direct efforts like editing, white papers, articles and white papers
make the most sense• Audio podcasts, case studies and blog posts are best internally
“N” = To use External or Internal Resource
N
COST‐SAVING TIPSWhen looking for freelance writers, don’t only look at “market segment” experienced writers. Seek out strong journalists; those good at interviewing and creating a story.
Journalists are trained to learn a space and are great “ghost” writers.
Leverage Craigslist to look for contractors and state an hourly rate and total project cost by type of media (i.e. $300 for white paper).
Dictate what you will pay for talent.
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Archiving content helps repackaging efforts and organizes content: Search by topic, author, industry, service line, keywords, buy‐cycle alignment.
Archive your Content
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• Keeps “creators” and subject matter experts (SME) engaged• Correlate web visits to specific content to pick up trends
Report Results
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Sample Webcast Campaign
Report Results
Page Live on Website
Muse NewsletterBlog Post
Blog Post
METRICS June July August September
Total site visits 728 836 994
Average visits/day 24 27 32
Campaign Stats
Page Published: June 22
Visits: 81
Ave. Time on Page: 5:42 minutes
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Reporting Also Creates Competition
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Better Production Process
Implement project managementDevelop project ‘form’Create project transparencyAlign and embed writersAlign projects/people to specific effortDetermine internal vs. external resourcesArchive content and report results
1
2
34
56
7
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Tools and Resources
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• Forms – Formalizes request, educates
• Project Tracker/management – Helps keep productivity moving and allows for manager to have transparent view of projects being held up (MS Project, Basecamp, Access, Excel)
• Content Directory – Excel, Access or formal CMS
Tools and Resources
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• Google Alerts and Yahoo Alerts
• Google Trends: Search trends, see search volume by country and region.
• Google Insights: Compare search volume patterns across specific regions, categories and time frames
• Wordtracker Keywords: Displays average daily search volume of keyword or phrase.
• Yahoo! Keyword Tool: Displays search volumes for specific keywords and phrases for previous month’s search data.
• FACEBOOK LEXICON: Displays volume of wall postings for specific term(s). Similar to Google Trends. Not great with obscure terms.
• Google Keyword Tool: Generate keyword ideas for related keywords and search volumes.
Tools and Resources
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Questions?
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Sept. 30 – Oct. 3, 2013
SAN FRANCISCO