Content Marketing ROI, Analytics and Modern Selling
Content is King
Why Thought Leadership?
Content is king, but distribution is queen, and she wears the pants
J O N A T H A N P E R E L M A N , B U Z Z F E E D
Trust in Brands is DecliningAPAC COUNTRIES ARE AMONG THE LEAST TRUSTING, WITH JAPAN AND AUSTRALIA AMONG THE MOST “DISTRUSTING” COUNTRIES (AN INDEX SCORE OF LESS THAN 50) IN THE STUDY.
https://www.edelman.com/post/apacmea-trust-becomes-polarized
The Rise of Ad-BlockingTHE LARGEST GEOGRAPHICAL DRIVER OF MOBILE AD BLOCKER USE HAS BEEN IN THE
ASIA-PACIFIC, WHERE 94% OF MOBILE AD BLOCKING TAKES PLACE.
The buying journey is complex
Through their purchase process before reaching
out
Pieces of content are consumed in the
process
Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” **Zero Moment of Truth Study, Google
90% 10
Thought Leadership works
…believe it increased trustin the organization
83%BusinessDecision Makers
81%C-Suite Executives
…believe it helped determine which organizations got RFPs
63%BusinessDecision Makers
64%C-Suite Executives
Among Decision Makers
Why Trust?
Social is not a place for a hard sell, it’s a place to build trust and credibility
P R O F J U L I O V I S K O V I C H , N E X L E V E L S A L E S
LinkedIn Most TrustedLINKEDIN IS UNDISPUTEDLY THE MOST TRUSTED PLATFORM. 70% TRUST INFORMATION
SHARED ON LINKEDIN MORE THAN OTHER SOCIAL AND INTERACTIVE PLATFORMS.
Building Trust in a Post-Truth WorldTHINKING DIFFERENTLY ABOUT BRAND ADVOCACY
Leadership Team
Sales & Marketing
INfluencers
Employees
Super Fans
Bran
d Ad
voca
cy
Customers
Prospects
Decision Makers
Journalists
Analysts
Partners
Future Talent
Employees
ObjectiveINCREASE BRAND AWARENESS AND BUILD TRUST THROUGH A THOUGHT
LEADERSHIP STRATEGY. EXECUTIVES, SALES, AND MARKETING NEED TO LEAD FROM THE FRONT.
Create
Create original thought leadership pieces 1/month:- Executives- Sales- Marketing
Connect with Key Decision Makers across Accounts:- Executives- Sales- Marketing
Curate quality content via Elevate 5/week:- Executives- Sales- Marketing
ConnectCurate
Curate
Curate - trending topics
Create
Create - original thought leadership
Sales & Marketing Alignment
Connect
Connect - engage with community
Go To Market ExecutionINVESTING IN ORGANIC, COMMUNITIES AND PAID AMPLIFICATION FOR AN ALWAYS
ON GO TO MARKET EXECUTION FOR THE WIN:WIN:WIN
Communities
Leverage your communities, examples include employees, superfans, media, influencers, customers to amplify.
Deliver results by utlising an always on paid media budget for the content that is resonating the most with your audience.
Drive your Leadership, Sales and Marketing teams and INfluencers in creating original thought leadership content consistently.
PaidOrganic
ResourcesBUILDING A PROGRAMME SPECIFIC FOR EXECUTIVES, AND SALES AND MARKETING
LEADERS
Incentive
Incentive to kick-start the engagement of the programme:- Trophy- Monetary- Recognition
Measure results:- ROI – CRM Sync- SSI score- Social engagements - C-level connections- Deal introductions
Executive team buy-in for allocation of time given to all employees to curate, create and connect.
MeasureTime
Thought leadership content helps target, understand, and engage target accounts
Enterprise Sales Rep
Viewed Prospect Profile
Engaged with Insight / Content
Connected with ProspectSaved a Lead
Saved /Viewed an Account
Measure
25%Top Won Accounts
$60M178XROI67%
Bigger Deals
Summary
• Think differently about brand advocacy and invest in thought leadership through your employees
• Build trust and credibility in your brand by enabling your employees to tell your brand stories
• Agree with Stakeholders on Metrics/KPIs
• Measure your success!
Thanks!
Danielle Uskovic@uskovic
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