Content Operations: Practical Guidance and Real World Examples to Scale Your Content Marketing -...

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Content Operations: Practical Guidance and Real World

Examples to Scale Your Content Marketing

Pawan DeshpandeCEO, Curata

@TweetsFromPawan

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Scaling Content Operations

☐ Content Marketing Today☐ Scaling Content Operations☐ People: Building a Team☐ Process: Building a Supply Chain☐ Technology: Consolidate & Integrate☐ Takeaways

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Second Life

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Content Marketing is not a Fad. It is a New Reality of Marketing, and Here to Stay!

93% of BtoB marketers use content marketing.

71% of marketers plan to increase content marketing spend.

2/3rds of companies have seen a positive impact on lead quantity & quality due to content marketing.

“Compelling, authentic content is what makes social engagement happen. . . Great content humanizes brands.” [Jake Sorofman, Gartner]

“Content marketing is marketing. You can’t market well (or maybe even at all) without content.”

“Most B2B marketers have wised up to the value of content marketing.”

“Content marketing is in high demand as every company has now realized they are media companies.”

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MIKE TYSON:UNDISPUTED

TRUTHLIVE ON STAGE

DIRECTED BY

SPIKE LEE

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Doing content marketing may feel like you’re on an island.

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And as Great as Your Rock Stars are, Content Marketing Today is Still a Gamble

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How do we energize the rest of our

company with these isolated sources of Content Marketing?

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And Scale the Content Marketing Function Beyond the One Man Show?

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☑ Content Marketing Today

☐ Scaling Content Operations

☐ People: Building a Team☐ Process: Building a Supply Chain☐ Technology☐ Takeaways

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4 Steps to Scale Content Operations

1. Build Support for Content Marketing within your Own Organization.

2. Establish a content marketing lead and center of excellence team. [People]

3. Build a content marketing supply chain including analytics. [Process]

4. Consolidate and integrate your content marketing applications. [Technology]

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#1: Management Needs to Understand that this is Not Your Father’s “Content Marketing”

We’ve been doing content marketing for

years!

Our content needs to target

buyers’ interests &

focus on “their” value

Old world content is:• Egocentric• Valuable to the vendor only• Product Focused• Boring

Real Content Marketing is:• Valuable to the buyer also• Buyer Focused• Visual & Engaging

BUY IN

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Yes, Many Groups are Producing Content, But It’s the Wrong Type of Content

“60 to 70% of content produced by B-to-B marketing organizations goes unused.”

[SiriusDecisions]

BUY IN

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BUY IN

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Establish a Clear Definition of Content Marketing across Your Company

“Content marketing means:

•Having the discipline to avoid marketing fluff

•Being tapped into your audiences’ needs

•Providing value to our audience in a respectful way.”

Greg EstesVice President of

Marketing

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Identify Content Marketing Early

Adopters

BUY IN

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Tap into Third Partiesto build Content Marketing Credibility

• Use analyst firms’ insight• Conferences • Competitive successes• Research studies• Industry surveys &

benchmarks• eBooks• Blogs• Experts & Consultants

We should do content

marketing.What?

You should do content

marketing.

Yes!You are so smart.

BUY IN

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#2. Establish a content marketing lead and center of excellence team.

[People]

SCALING

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Most Organizations Produce Lots of ContentSCALING

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SCALING

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Inconsistent Messaging

SCALING

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Inconsistent Quality

SCALING

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Underutilized Content

SCALING

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SCALING

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☑ Content Marketing Today☑ Scaling Content Operations

☐ People: Building a Team☐ Process: Building a Supply Chain☐ Technology☐ Takeaways

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You cannot be successful in content marketing without one.

Curata's 2014 Content Marketing Tactics Planner (n=500)

Do you currently have an executive in your organization who is directly responsible for an overall content marketing strategy?

(e.g., Chief Content Officer, VP or Director of Content)

Hire a Content Marketing Executive.

Yes (43%)

No(57%)

ORGANIZATION

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Hire a Content Marketing Executive

“Everyone is responsible for content, but someone needs to be in charge of content operations in order to leverage and get the most value out of our content.”

Heidi Melin, CMO of Plex Systems

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Content Operations: The Nerve Center for B-to-B Content

ORGANIZATION

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Objective #1: Break down the wallsbetween the different groups

ORGANIZATION

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Objective #2: Enable rest of the organization to be great content marketers

ORGANIZATION

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Objective #3: Provide infrastructure

(e.g. technology, writing services)

ORGANIZATION

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Case Study: An Enterprise-Class Center of Excellence Team

• $1.5B revenue life sciences company

• Objectives: Create content that . . . • Appeal to prospects• Enables great customer experiences• Supports the field

• Key success factors• Accountability (22 person team)• Alignment• Monthly content audit• Content technology manager

• Success to date• Higher quality content• Improved productivity• Significant improvement in sales

enablement

Kathleen Pierce, Director of Commercial Content Operations

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☑ Content Marketing Today☑ Scaling Content Operations☑ People & Organization

☐ Process: Building a Supply Chain

☐ Technology☐ Takeaways

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Analytics Strategy

ProductionPublishing • Editorial Calendaring• Assignments• Curation• Sourcing

(agencies, contributors, freelancers…)

Production• Scheduling• Promoting• Influencers• Social Media• Sales Enablement• Newsletters• Website

Publishing

Content Marketing Supply Chain by Curata

• Engagement• Marketing Pipeline

Impact• Sales Pipeline Impact• Revenue Impact• Root Cause Analysis

Analytics• Campaign Management• Content Auditing• Buyer Stage & Personas• Ideation• Keyword Research• Content Repurposing

Strategy

SUPPLY CHAIN

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No Idea is DumbSTRATEGY

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Dumb Idea? _The Infographic of Infographics

Results:312 Social Shares3,854 Page Views979 Leads Influenced$363K Pipeline Influenced

STRATEGY

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Imitation is the best form of flattery.

(just give credit as well)

STRATEGY

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Ideati

on

imit

ati

ng t

he b

est

STRATEGY

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But, do so ethically1. Reproduce only a portion of the original

content.

2. Always cite your sources.

3. Prominently link to the original source.

4. Annotate your content with your own perspective.

& 8 more best practices….

http://bit.ly/CurationEthicsEbook

STRATEGY

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Keep a place for your best ideas.

Make an email address [email protected] or via Chatter

STRATEGY

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Form a “Shark Tank” to vet ideas.STRATEGY

Social MediaCM Lead

At idea stage& pre-publish

stage

SEO

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STRATEGY

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Keep Random Acts of Content

Source of Innovation

Let you react to current events

Newsjacking

STRATEGY

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Created

Content

Content Marketing

Team

Curated

Content

Syndicated Content

65%

25%

<10%Source: Curata 2014 Content Marketing Tactics Study

Tap Icon made by Freepik from www.flaticon.com (CC BY 3.0)

SourcingInternally & Externally

PRODUCTION

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Spend 20% of your time on titles

PRODUCTION

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The Power of a Great Title

PRODUCTION

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“Companies spend millions of dollars on content that is never viewed or downloaded.”

Market your Marketing

PROMOTION

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Earned Media:• Result of owned,

paid and other marketing

• Other properties

Paid

Earned

Owned Media(Online & Offline)

Owned Media:• Web site• Blog• Microsites

Paid Media:• Display ads• Search ads• Paid

sponsorships

Market Your MarketingPR

OM

OTI

ON PROM

OTION

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Influencer MarketingContent Promotion & Content Creation

PROMOTION

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• Book Review• Interview Blog Post• Webinar• Signed Book Giveaway

PROMOTION

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Scaling promotion through all channels

QUICK AND EASY PROMOTIONAL TOOLS(Gaggle, Boom, etc.)

YOUR PERSONAL NETWORK(add Twitter, LinkedIn, Google+, Facebook logos)

YOUR SALES/SALES ENABLEMENT TEAM

YOUR MARKETING DATABASE49% of companies send a newsletter at least to promote their blog. [Curata]

SOCIAL MEDIA TEAM56% of companies rely on their social media team to promote their blog. [Curata]

PROMOTION

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“Half the money I spend on advertising is wasted;the trouble is, I don’t know which half.”

John Wanamaker

content marketing

ANALYTICS

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“I think that we’re making an impact?”

+

Curata Blog; 43%

Curata.com; 34%

CCM; 11%

LinkedIn Pulse; 8%

SlideShare; 4%

Lots of Page Views & Shares

= Lots of Demos

Lots of great content

Curata’s Head of Sales

ANALYTICS

http://www.slideshare.net/CurataTeam/content-marketing-advicefrom27experts-35796390

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”85% of B2B marketers fail to connect content activity to business value — and, as a result, fail to retain customers or win their long-term loyalty.”

ANALYTICS

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I just know this eBook is doing well.

Look at how many shares we got!

ANALYTICS

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ANALYTICS

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As content marketers…

We need to understand what’s working and what’s not.

So we can do more of what works.

And less of what doesn’t.

ANALYTICS

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Consumption

Sharing

Retention

Engagement

Today

Content Marketing ROI

Performance Operations

Cost Production

Sales Pipeline Impact

Marketing Pipeline Impact

Next G

enera

tion

Top of Funnel

Middle of Funnel

BOFU

ANALYTICS

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Q2 2014 Curata Blog

• To what extent is our content impacting sales’ pipeline?• Content impact by stages within the pipeline?• Which writers are performing the best?. . . And Why?

Engagement

Marketing Pipeline Impact

Sales Pipeline Impact

Content CampaignReuseIndex

Social Shares

Page Views

Leads Touched

Leads Generate

d

Pipeline Influence

d

Revenue Influenced

Content Marketing Tactics 90% 3,542 15,535 987 76 $463,000 $98,000

2014 Blogging Study 45% 2,435 6,387 767 89 $123,000 $13,000

Scaling Content Operations 15% 1,232 1,321 328 24 $95,000 $28,000

ANALYTICS

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Continuous Improvement: Tactics Campaign Best Performers

Shares: 1,353Writer: Michael GerardEarned: SF.com Blog

Pipeline Influenced: $232,000Writer: Pawan DeshpandeOwned: Curata Blog

Leads: 22 generated, 632 touchedEditor: Alex BarcaWriter: Susan (Freelancer)Owned: Curata Blog

ANALYTICS

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Wait, We’re Not Done Yet . . .

ANALYTICS

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The Content Marketing Quota

Alexandra BarcaContent Marketing Specialist

Total Bonus Compensation25% Company Financial Performance

25% MarketingOverall Performance

50% Alex’s Content Marketing

Performance

ANALYTICS

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The Content Marketing Quota


Alex’sContent MarketingPerformance

25% Earned Media

75% Owned Media

ANALYTICS

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ANALYTICSThe Content Marketing Quota


Alex’sContent MarketingPerformance

25% Earned Media 50%

Engagement25% Sales Impact

25% MarketingImpact

25% Marketing Impact

75% Owned Media

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The Content Marketing Quota• Better topic selection

• Better call to actions• Closer collaboration with sales• Closer collaboration with social

media & demand generation• Personal empowerment &

gratification

Leads to:

ANALYTICS

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☑ Content Marketing Today☑ Scaling Content Operations☑ People & Organization☑ Process: Building a Supply Chain

☐ Technology☐ Takeaways

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TECHNOLOGY

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Case Study: IT’s Increasing Role in Marketing Technology

• ~$13B revenue, 4,000 properties

• Objectives: • Partner with the digital organization to build a

modern, digital marketing platform

• Eliminate duplication of efforts and drive consistency

• “Content reusability is critical to our success”

• Key success factors• CMO considers content to be a strategic asset

• IT reports into Marketing, striving to be experts on content modeling, management and strategy

• Recently hired a VP of Content Marketing

• “Our team is in the enablement business”

Meghan WalshSenior Director ofDigital Data Strategy & Distribution, IT

Technology

TECHNOLOGY

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☑ Content Marketing Today☑ Scaling Content Operations☑ People & Organization☑ Process: Building a Supply Chain☑ Technology

☐ Takeaways

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4 Steps to Scale Content Operations

1. Build Support for Content Marketing within your Own Organization.

2. Establish a content marketing lead and center of excellence team. [People]

3. Build a content marketing supply chain including analytics. [Process]

4. Consolidate and integrate your content marketing applications. [Technology]

#CMWorld

Contact Information

Email: [email protected]

Twitter: @TweetsFromPawan

Web: curata.com

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Comprehensive Guide to Content Marketing

Analytics

http://bit.ly/cmw14metrics

A comprehensive guide to the metrics that will help ensure your content marketing initiatives are effective and driving key business outcomes.

Download here

With advice from over 20 of today’s top marketing experts on what they believe to be the most important content marketing metric.

Content Operations: Practical Guidance and Real World Examples to Scale Your Content Marketing -...

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