Content

Marketing for

B2B SME’s Philip McGuin

Head of Insight and Consultancy

@Stickyeyes

#Contentmarketingwebinar

27 August 2014

A 5 Step Process

TODAY’S PRESENTATIONKEY OBJECTIVES

UNDERSTANDING OF KEY CHALLENGES

DEPLOYMENT FRAMEWORK

PRACTICAL & COST EFFECTIVE GUIDANCE

5 Step

Content Marketing

Framework

Content Marketing

5 STEP FRAMEWORKKEY COMPONENTS

Content Marketing Framework

Context

Connection

CategorisationGrafting

Conversion

What is Content Marketing?

Definition

CONTENT MARKETINGDEFINITION

“Content marketing is the process of developing and sharing relevant, valuable, and engaging content to a targeted audience with the goal of acquiring new customers or increasing business from existing customers.”

Put simply…..

Content is the life blood of the marketing & buying process

Practical Challenges

Content Marketing

PRACTICAL CHALLENGESTYPICAL BARRIERS

Level of marketing within the business

Limited resource & budget

Limited skills & expertise

Understanding the role of content marketing!

Business/Operational Maturity Model

Content Marketing

MATURITY MODEL KEY PHASES

Novice

Weak buy-in

Siloed/Ad hoc

Reactive

Ad Hoc Resource

Practitioner

Emerging Processes

Experimental

Reactive

Dedicated Resource

Intermediate

Process & Outputs

Calls to Action

Dedicated Team

Measurement

Advanced

Optimisation

Business Aligned

Cross Channel

Cross Functional

Be realistic with where you are & build over time

Step 1 - Context

Content Marketing Framework

STEP 1: CONTEXT KEY QUESTIONS

WHAT IS THE STATE OF THE UNION?

WHAT IS IT GOING TO SUPPORT& WHY?

WHAT GAPS / ISSUES IS IT GOING TO FIX?

GAP ANALYSISKEY AREAS

CONTENTMAPPING /

MATRIX

BUYING CYCLE

CONTENT PERSONAS

KEY COMPONENTS: Help you understand how

your audience consume content at different stage of

buying

SETTING CONTENT INTO CONTEXTMAKING IT BUSINESS RELEVANT

Sale

s an

d M

arke

tin

g

Awareness StageBlogs, Social Media, eBooks, Webinars, Industry Reports

Consideration Stage Case Studies, Demos, Customer Testimonials

Decision Stage Analyst Reports, Details Product Information

Buying Stages Types of Content

BUILDING PERSONAS KEY ATTRIBUTES

Competitor

Benchmarking

Priority Needs

Success Measures

Purchase Barriers

Buying Process

Decision Criteria

Step 2 – Connection

Content Marketing Framework

STEP 2: CONNECTIONKEY QUESTIONS

HOW TO INTEGRATE INTO EXISTING MARKETING ACTIVATES?

HOW TO INTEGRATE INTO EXISTING OPERATIONAL STRUCTURES?

WHAT DO CONTENT DO WE HAVE & WHAT CONTENT DO WE NEED TO CREATE?

CONNECTING CONTENTBUSINESS RELEVANT

BUYING CYCLE

AUDIENCE

MARKETING

CONTENT OPTIMISATIONEARNED MEDIA

CREATIVE

MESSAGING

PAID MEDIA

OWNED MEDIA

INTEGRATED CONTENT STRATEGY

PRODUCT INFORMATION

TESTIMONIALS

AD COPY & CREATIVE

ARTICLES / BLOG COPY

THOUGHT LEADERSHIP

CASE STUDIES

WEBSITE / SOCIAL ASSETS

EVENTS / EXHIBITIONS

NEWS / PR

TRADE PRESS / EMAIL

BRANDING / ADVERTS

SEARCH MARKETING

ADVERTORIAL / OPT-EDS MARKETING COLLATERAL

Auditing & Connecting

Content

AUDITING & CONNECTINGDEVELOPING AN INVENTORY

TYPE & THEME OF CONTENT

MARKETING CHANNELS& ASSETS

CONNECTING OPERATIONSSTRATEGY, OPERATIONS & INSIGHTS

Audience InsightsAnalytics Insights

Content OptimisationConversation Analysis

Competitive Analysis &Client Inputs

Objective SettingStrategy DevelopmentProgram Definition

STRATEGY PLANNING

INSIGHT & MEASUREMENT

OPERATIONAL DELIVERY

Ongoing Editorial PlanningReviews: content, platform& engagement refinement

Step 3 - Categorisation

Content Marketing Framework

STEP 3: CATEGORISATIONKEY QUESTIONS

22

WHAT DO WE PRIORITISE & WHY?

WHAT TYPE OF SKILLS WILL BE REQUIRED?

WHAT CONTENT GAPS DO WE NEED TO FILL?

AREAS FOR PRIORITISATIONWHERE TO FOCUS?

ASSET SPECIFIC RESOURCE SPECIFIC PROCESS SPECIFIC

• This looks at everything

from website content,

brochures, blogs, case

studies, white papers as

well as social media

platforms & other

external communications

• This looks at the skills

and resources needed to

create and implemented

a content strategy

structure. A key

consideration is external

outsourcing

• This looks at everything

from how content is

managed internal to the

business as well as

deployment & publishing

workflows

TIME BASED PRIORITISATIONLONG, MEDIUM & SHORT TERM

Long

Short

Medium

LONG TERM:Areas that

realistically require significantly more

investment

MEDIUM TERM:Areas where investment is required but can be achieved within a reasonable time frame

SHORT TERM:Quick wins that can be fixed with immediate effect & have most direct impact

ORDER OF PRIORITISATIONKEY COMPONENTS

Assets / Content

Areas

Resource / Skills Allocation

Content

SchedulePublishing Workflow

Measurement

& Report

Ensure you align with your marking channels & activity

Step 4 – Crafting

Content Marketing Framework

STEP 4: CRAFTINGKEY QUESTIONS

WHAT SKILLS & SUBJECT MATTER EXPERTISE IS NEEDED?

WHAT PROCESSES & PUBLISHING WORKFLOWS ARE REQUIRED?

HOW DO WE ENSURE THAT OUR CONTENT IS ENGAGING?

RESOURCE CONSIDERATIONSKEY ROLES & SKILLS

Subject Matter Expert

Content Strategy & Planning

Content Management &

Scheduling

Content Publishing

Content Editor & Copy Writing

Technical Support

Creative Design

CONTENT PROCESSESKEY COMPONENTS

Goals & Objectives

Audience & Destination Point

Content Type & Format

Content Triggers & CTA’s

Creating a Content Schedule/Calendar

CONTENT TECHNIQUESGOALS, QUESTIONS & MEDIUMS

Content Goals

Traffic, Sales & Leads

Search Marketing

Branding /Awareness

Engagement / Conversation

Question Format

Open-ended Questions

Closed Format Questions

Leading Questions

Important Questions

Content Mediums

Website / Blogs

Sales Collateral

Social Platforms

3rd Party Platforms

CONTENT TECHNIQUESFORMAT, TYPE & TRIGGERS

Content Format

Infographic / Video

Press Release / Slideshow

Articles / White Paper

Event / Webinar

Content Type

Review / How to Guide

Update / News

Trends / Checklists

Update / News

Content Triggers / CTAs

Downloads / Subscription

Meetings

Events / Webinars

Research Polls

Step 5 - Conversion

Content Marketing Framework

MEASUREMENT OBJECTIVESBUSINESS ALIGNMENT

3

DRIVE BUSINESS GOALS

DRIVE PERFORMANCE

DRIVE EXPOSURE

DRIVE ACQUISITION

MEASUREMENT STRATEGYKEY ATTRIBUTES

MARKET REACH:

Volume & quality of potential audience who

saw the mention

DISCUSSION:

The volume of brand & campaign mentions

INFLUENCERS

ACQUISITION:

Traffic, leads and monetary acquisition

ENGAGEMENT:

The number of shares, retweets, comments & posts

Philip McGuin

Head of Insight and Consultancy

philip.mcguin@stickyeyes.com

@Stickyeyes

#contentmarketingwebinar

Thank you