GMH SSL Final
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Transcript of GMH SSL Final
Content as a ServiceAn Emerging Strategy for Deeper Customer Engagement
Content Marketing Institute & Google Trends, 2013
Content (marketing) is king…
100
80
60
40
20
2007 2009 2011
“Content Marketing” Dominates Search in United StatesC
onte
nt M
arke
ting
Nat
ive
Adv
ertis
ing
Con
tent
Str
ateg
yC
usto
m P
ublis
hing
Inbo
und
Mar
ketin
g
“Custom Publishing”Takes An Early Lead
“Inbound Marketing” Makes Strong Showing
“Content Marketing”Enters Scene
“Content Marketing”Gaps Up, Increases Lead
86%* of marketers use content marketing
*Among B2B Marketers, Content Marketing Institute, 2015
14%No
86%Yes
Content (marketing) is king…
70%* plan on creating more content in 2015
*Among B2B Marketers, Content Marketing Institute, 2015
4%
43%
5%
27%21%
Significantly More
More
Same Amount
Less
Unsure
And the trend continues unabated
“Content marketing is the only marketing left.” Seth Godin
Content marketing – great concept…
but is it effective?
Yes, but we can do better…
62%*say their content marketing is neutral or ineffective at meeting their objectives…
*Among B2B Marketers, Content Marketing Institute, 2015
*Among B2B Marketers, Content Marketing Institute, 2015
Very Successful 5
4
3
2
Not at all Successful 1
We do not Track
5%
16%
33%
21%
10%
15%
0 10 20 30 40 50
Only 21%* successfully tracking ROI
Customer Barriers
Content consumption (& clutter) at an all time high
11
There’s a limit to how much content people can process
People are very selective with their attention
13
Organizational Barriers
14
Among B2B Marketers, Content Marketing Institute, 2015
Producing Engaging Content
Producing Content Consistently
Measuring Content Effectiveness
Producing a Variety of Content
Lack of Budget
Gaps in Knowledge and Skills of Internal Team
54%
50%
49%
42%
41%
34%
0 10 20 30 40 50
Finding Trained Content Marketing Professionals
Lack of Integration Across Marketing
Lack of Buy-in/Vision from Higher-Ups
Technology-related Challenge
32%
30%
29%
20%
40 50
Creating great content is hard
Securing budget is always a challenge
Siloed teams and entrenched cultures don’t help
Integrating content across channels takes effort
Mobile Broadcast
Web
Direct Mail
Native Advertising
Social Media
Brand Partnerships Integrated
Multichannel Marketing
But, the biggest barrier to effective content marketing is…
Content = Marketing
Content = Marketing Content = Advertising
Content = Marketing Content = AdvertisingContent = Promotion
Content = Customer Service
New Rules for Content Marketing
24
New Rules for Content Marketing as a Service
25
1. Put the customer at the heart of your content strategy
Challenge the impulse to lead with brand…
Steal a page from consumer marketing
Take a cue from customer support communities
Engage customers through storytelling
2. Understand (deeply) your customers’ needs and wants
Behaviors
Thoughts Emotions
Dig deep to uncover the real drivers of customer behaviors…
Challenge your assumptions about your customers...
They are not as rational as you think
• Goals, wants and fears?• Treatment journey and barriers?• Emotional needs?• Informational needs?• Learning style?• Media preferences?
Start with the right questions
HEADSHOT “I have been on an insulin pen for several years but I often forget to inject myself as directed by my doctor. Now my doctor is telling that the pen is not best for me and is recommending an insulin pump.”
Key Characteristics• 58 years old• Diagnosed with T2 diabetes at 44• On diabetes meds since late-40s • Started insulin pen therapy 3 years
ago
Tech
Com
fort
Activ
ity L
evel
5
4
3
2
1
Attributes
GOALS SUPPORT NEEDS CONCERNS• Perceives pumps as
complicated• Fear of weight gain• Covering the cost of
the pump and ongoing supplies
• Maintaining healthy sugar levels
• Staying healthy for her family
• Juggling family and work commitments while managing her diabetes
• Staying active in her community and church
• Support with insulin compliance
• Maintaining a healthy lifestyle
• Keeping a balanced diet
• Coping with the emotional impact of her disease
Com
mitm
ent
Fin. M
eans
Uncontrolled Patient
Put your customers in context
Origination InformationGathering Decision Treatment Advocacy
Disease state awareness
Brand awareness Brand acceptance
Brand compliance and
persistency Brand participation
Disease state education
Brand awareness Brand preference Brand loyalty
Brand discussion
Map their unique treatment journey
Patient
HCP
FocusDisease State
Awareness
FocusBrand
Preference
Identify the centers of gravity
Brand awareness Brand acceptance
Brand compliance and
persistency Brand participation
Disease state education
Brand awareness Brand loyalty
Brand discussion
Patient
HCP
Origination InformationGathering Decision Treatment Advocacy
3. Deliver credible, relevant and unbiased content
Cleveland Clinic’s Heath Hub
NYU Langone’s Doctor Radio Station
Text4baby Service
4. Engage customers with empathy
Mayo Clinic’s “Sharing” Site
Always “Like a Girl” Campaign
P&G’s “Thank You, Mom” Campaign
5. Use different content strategies based on customer needs
How to Content
Intelligentsia Coffee Brew Guides
Shareable Videos
Callaway GolfOffice Golf Tips
Crowdsourcing & Curation (Customer)
Random HouseLiterary Inspiration on Pinterest
Crowdsourcing & Curation (Employees)
IntelIQ Innovation Everywhere Blog
Brand Building
GEGE Reports Multimedia Technology Blog
Content as a Service Action Plan
Define content objectives
Set and document your content strategy and phases
Identify content partners
Define the content marketing eco-system and promotional plan
Specify KPIs and metrics
Launch, measure, evaluate and optimize
Thank You