Building a Content Marketing Strategy ebook - #CMWorld 2014

Download Building a Content Marketing Strategy ebook - #CMWorld 2014

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  1. 1. #CMWorld
  2. 2. Down the Rabbit HoleB!eyond story telling, what is there in the world of content marketing?Plenty! From creating a strategy to audience development to visualcontent to finding the real ROI of a content marketing program,TopRank Online Marketing and Content Marketing Institute introduce toyou a new series of eBooks: Content Marketing in Wonderland.As a preview to the inspiring stories and wisdom to be found at the 2014Content Marketing World conference, this series of 4 eBooks is themedwith one of the most imaginative tales of all time: Alice in Wonderland.Weve collected insights from over 40 major brands and thought leaderspresenting at #CMWorld including all-new ideas, strategies and practicaladvice to help make your content marketing world a successful one.We look forward to seeing you in September!Lee Odden, CEO TopRank Online Marketing! Joe Pulizzi, CEO Content Marketing Institute!
  3. 3. Content Marketing in WonderlandJust as Alice experienced heradventures, were taking you on aContent Marketing in Wonderlandjourney with 4 new eBooks: Content Marketing Strategy Audience Development Visual Content Marketing Real Content ROIA new eBook will publish weeklyas we approach the ultimatecontent marketing adventure:The Content Marketing Worldconference Sept 8-11, 2014.!"#$%&'$ !"#$((&'$!"#$()&'$ !"#$*+&'$
  4. 4. Brand Contributors
  5. 5. 40+ Content Marketing ExpertsAdele RevellaAlan PorterAndrew DavisAnn HandleyArdath AlbeeBrant McLeanBrian ClarkBrian KardonBruce McDuffeeCarla JohnsonDavid JonesGurdeep DhillonHeidi CohenJascha Kaykas-WolffJason MillerJay AcunzoJeff CharneyJeff RohrsJen DennisJesse NoyesJim KukralJoAnn SciarrinoJoe PulizziJonathon ColmanJulie FleischerLee OddenLeigh BlaylockMaggie BurkeMark SchaeferMichael BrennerNicole SmithPam DidnerPaull YoungPawan DeshpandeRebecca LiebRick ShortRobert RoseScott AbelScott MontyScott StrattenSteve ClaytonTim Washer
  6. 6. Content strategy is theinfrastructure of contentmarketing. Withoutanswers to whyhowthe result is chaos.Rebecca Lieb @lieblink#CMWorld
  7. 7. Content StrategyContent strategy is the infrastructure of content marketing. It answerstwo questions, it is documented, and it is communicated throughout theenterprise:1. Why are we doing this? (goals)2. How are we going to get it done? (process and governance)Rather than argue why enterprises require a formal content strategy, letsexamine what happens when they content-market without theinfrastructure of content strategy.I cant think of a better metaphor for such a situation than Alice inWonderland. We could cast Alice as the content marketer, the Red Queen asthe CEO, and the flamingoes, hedgehogs and soldiers as members of themarketing team. The resulting chaos is not unlike whats being played outin companies all around the content marketing world.Rebecca Lieb @lieblinkIndustry Analyst, Altimeter Group#CMWorld Presentation:The Content Marketing SoftwareLandscape: Marketer Needs Vendor Solutions
  8. 8. Context is QueenWhen it comes to your Content Marketing Strategy, dont forget theQueen.Content is King! is turning into one of the most overused pieces ofmarketing-speak in the industry. But theres hope.A new phrase is bubbling up that helps fill in what this tired axiom ismissing Context is Queen.Guess what? You can have the greatest content in the world, but if youdont find the right place for it, nobody sees it.In February this year, companies geared up for the Big Game, trying toduplicate the great real-time marketing brands hit a homerun with lastyear when the lights went out.Progressive has a pretty big social media presence, Flo has over 5 millionfans, so we started thinking about it ourselves. After kicking around plentyof ideas, we netted out in a unique place.Jeff Charney @jeffcharneyChief Marketing Officer,Progressive Insurance#CMWorld Keynote:Inside Progressives InternalContent Creation Machine
  9. 9. Context is QueenWhy try to yell the loudest in a room where we dont belong? Why try toride the wave with a me, too attitude?We went with a simple picture of Flo on the couch and the caption, Whatdo car insurance and football have in common? Nothing. Talk to you afterthe game!We were just trying to show our fans that we get it, and let them enjoythe game. But the response from them, along with numerous publicationsincluding the Wall Street Journal, was overwhelmingly positive.The point of this story isnt to beat our chests, although we are proud of thework. Its to show that with an almost non-existent budget (we createdone .jpeg image) and the acknowledgement that even the greatest contentin the world wont work out of context. We did something people connectedwith.Context.Long live the Queen.Jeff Charney @jeffcharneyChief Marketing Officer,Progressive Insurance#CMWorld Keynote:Inside Progressives InternalContent Creation Machine
  10. 10. The Path to Whats NextMarketing campaigns often feel like a trip down the rabbit hole. Thepromise of value or a good story lures in the curious.From there good luck.This confused wandering is almost always due to a lack of planning. We,the marketers, execute a great concept; content so alluring buyers canthelp but be pulled in.Then we neglect to provide a clearly defined path for that buyer to follow.That buyer is required to figure out for him or herself, asking question afterquestion along the way, and stringing together answers when possible.Wandering works in fairy tales. But its disastrous when it comes to leadmanagement.Before any campaign is executed, the entrances and exits that make upyour buyers journey should be mapped out. Every asset you produce shouldlead somewhere. A lead should never form a perplexed look and ask, Whatdo I go now?Jesse Noyes @noyesjesseSenior Director of ContentMarketing at Kapost#CMWorld Panel:How CMOs Are StructuringAround Content Marketing
  11. 11. The Path to Whats NextHere are three of my favorite steps marketers should take:1. Create a call-to-action (CTA) flow chart. This is a chart that lists outevery campaign or theme you plan to address with your content. Each listedtheme should include several CTAs to related assets. This ensures whoevercontributes to your content knows exactly where to send the buyer next.2. Create campaign flow charts for every campaign. Content marketingcampaigns can get complex. There may be blog posts, social posts, displayor search ads, videos, landing pagesthe list goes on. Dont get lost.Before you launch any campaign, create a flow chart that maps out all theentrance points and next steps for your campaign.3. Stop focusing on channels and start unifying your content production.When the manager of any channel whether its top of funnel or bottom starts creating and deploying content on their own, its because they donthave content to deploy or dont how to find it.Establishing a content marketing operation results in a visible, strategicapproach to content creation. And that means buyers dont have to zig zagtheir way through your pipeline.Jesse Noyes @noyesjesseSenior Director of ContentMarketing at Kapost#CMWorld Panel:How CMOs Are StructuringAround Content Marketing
  12. 12. Content Marketing PlanningWhat lessons can you learn from Alice and friends to help you create agreat Content Marketing Strategy? Here are three of my favorites:Things change. And they change fast. New channels, new formats, and newways of interacting with your audience pop up much more often you mightexpect during the abstract strategy phase.But once youre executing, count on it: You will see something speciallike,say, a talking white rabbitand youre going to want to follow it. Fast.So weave experimentation into the fabric of your strategy. Otherwise,youll lose critical time selling ideas internally every time you want to trysomething new.Most organizations have a Queen of Hearts (or a few). Make engaging withthemand winning them overa fundamental part of your vision.A good content marketing strategy should encompass plans forengagement with internal teams as well as interactions with prospectsand customers.Jen Dennis @jendennis2000Content StrategistMarketer#CMWorld PanelWhat brands can learn fromthe newsroom
  13. 13. Content Marketing PlanningCreating great content requires participation from many people. You might needHRs help. Or approval from legal. Or your engineers' expertise. Or a quote fromyour CEO. You get the picture.Heres the thing: All these people already have jobs, and those jobs arent inmarketing. So they might not know, or care, about the value of contentmarketing. Its your job to fire them up. Without their support, its Off with theirheads for your plans.Sometimes a tea party will turn out to be stupid. Go to tea parties anyway.For all our talk about process and planning, this remains true: Creating acontent marketing algorithm that produces winning or viral content everysingle time is impossible (Google would have built one already otherwise).Yes, establish KPIs and meet them. But expectand plan forthe occasionalmiss. Dont worry; youll learn something from the duds too.The original title for Alice in Wonderland was The Adventures of Alice inWonderland. Make sure your strategy encourages, rather than eliminates, theadventures.Jen Dennis @jendennis2000Content StrategistMarketer#CMWorld PanelWhat brands can learn fromthe newsroom
  14. 14. Look to your communityfor content to augmentand help promote. Theproverbial win-win is nota myth.Jascha Kaykas-Wolff @kaykas#CMWorld
  15. 15. ContentCommunityHow to build your content strategy inside a community of 170 millionmonthly users.A key marketing focus at BitTorrent is to develop a content strategyshowcasing our users stories, across product lines. Lets focus on one ofour products, BitTorrent Bundle, which illustrates our three core tenets thatyou can employ for your company:1.! Content drives the experience inside and out: User stories and artistcontent from the community highlight the product better than anyone.2.! Tight coordination between the artists/users, product, productmarketing and communications drives success.3.! Good content that drives a specific product should impact widerbrand strategies and goals.Jascha Kaykas-Wolff @kaykasCMO at BitTorrent#CMWorld PanelHow CMOs Are StructuringAround Content Marketing
  16. 16. ContentCommunityTip 1: Look to your community for content that you can augment andhelp promote. The proverbial win-win is not a myth. The best record storescraft stories on top of the artists content. Our content strategy iscollaborative with the artist community in this same vein.Tip 2: Dont do it alone. Coordinating with your community and their teamfor resources can have an exponentially positive impact. Working closelywith our community (and in this case, G-eazy and his team): 4.7MM Bundleuser sessions for G-eazys bundle and G-eazys new album debuted at #2on Billboard initially and #1 on the hip hop list.Tip 3: Focus on the Bright Spots to keep the momentum going. Asuccess with your community is the best ingredient to start the next recipe.This is how we build momentum. Collaborating with our users helpsidentify artists to feature. We choose projects that amplify our brand; thatstand for the same thing. In fact, we just blew through 100 milliondownloads, and each win makes it easier to drive future successes.Jascha Kaykas-Wolff @kaykasCMO at BitTorrent#CMWorld PanelHow CMOs Are StructuringAround Content Marketing
  17. 17. Content Marketing ExperienceContent marketing is the fuel propelling the marketing engine.We should no longer think of content marketing as a means to just developthought leadership, generate awareness or build demand. Content touchesall aspects of a customer's experience or a buyer's journey. It doesn't stopwhen they first learn about you or when the sale is closed.To succeed with a content marketing strategy, it's important to:! Get out of your comfort zone, be willing to experiment and testdifferent content formats and types;! Align your content goals to the overall goals of the company, not justmarketing or demand gen goals;! Connect with other content marketers to stay current on newtechnologies, platforms and channelsBrian E. Kardon @bkardonChief Marketing Officer atLattice Engines#CMWorld PanelHow CMOs Are StructuringAround Content
  18. 18. When Content Goes GlobalThey only speak French in France, dont they?Ive actually had this conversation more than once. It happens whenmarketing groups make decisions on what languages to translate theircontent into based on geography. We sell this product all over Europe, butnot in France so we dont need French. What about Switzerland, Belgium,Holland and other countries in Europe where French is spoken? What abouta French speaker living and working in Germany?50% of the world is bilingual and we need to accommodate that.Does that mean we need to translate everything into all 6,900 spokenlanguages? No.80% of the worlds population can be reached with just twelvelanguages. If you cant support twelve languages or more for globalcoverage, then think on a regional basis.People move around so provide support for that. What are the top fivelanguages spoken in the region you want to market to? In the USA itsEnglish, Spanish, Chinese, Tagalog (Philippines), and French.Alan J. Porter @alanjporterContent Marketing Managerat Caterpillar Inc.#CMWorld Case StudyFrom the Midwest to theWorld: Developing a BusinessDriven Globalization Strategyfor Content Marketing
  19. 19. When Content Goes GlobalMulti-lingual people think of different subjects in different languages.For instance a Swiss person may think about his car In German, food InFrench, and movies in English, because thats how he experiences them.Figure out the predominate language for the experience you are tryingto market in the region you are targeting.Theres a reason that here at Caterpillar our website for Africa includescontent in Chinese its because a large percentage of the constructionindustry working in Africa are Chinese.Stop thinking about global content in terms of geographical boundaries.Content translation and localization decisions need to be determined on aregional basis informed by a mix of culture, industry and market knowledgenot based solely on nationality.Alan J. Porter @alanjporterContent Marketing Managerat Caterpillar Inc.#CMWorld Case StudyFrom the Midwest to theWorld: Developing a BusinessDriven Globalization Strategyfor Content Marketing
  20. 20. Help Your Audience Be BetterOne of the best content marketing strategies I have found that drivesrevenue growth is to help the people in your target audience be better atsomething. Naturally, the thing you choose to help them be better shouldintersect with the unique expertise of your company.As an example, if a company is in the business of creating, printing andselling airplane navigation charts, this firm could help their targetaudience (pilots) be better at flying by teaching them to be more proficientat reading charts.Notice that the strategy does not include teaching them how to use theirspecific product. By keeping the lessons general and not about yourcompany, the bond is much stronger and more authentic. Granted, for thisstrategy to grow your business, you must let them know who is offering thiseducation and what your firm does sell.By offering your expertise freely with no strings attached, your firm hasgiven the people in your target audience a gift.Bruce McDuffee @brucemcduffeeSenior Manager, ContentMarketing at Boeing#CMWorld Industry LabManufacturing Industry ContentMarketing
  21. 21. Help Your Audience Be BetterWhen the day comes around and they need to purchase what you offer, they willwant to reciprocate by purchasing from the company that helped them bebetter.Here are 3 steps to get started:1. Pick a particular area of expertise where your company excels. If youmake bicycle shoes, you may have expertise in efficient pedaling techniques oradjusting your bike setup for more efficiency. If you repair computers, youmight be an expert in using Windows 8.2. Determine an area where the people in your target audience haveproblems, pain or passion causing them to want to be better. This thing shouldintersect with the expertise chosen in step one.3. Decide how you will share your expertise. Will you set up live seminars?Webinars? A podcast series? An enewsletter series? eBooks?Then go ahead and execute with good content marketing practices. Heck, thisis sounding like it could be your content marketing mission statement, To helpthe people in our target audience be better _________________ .Bruce McDuffee @brucemcduffeeSenior Manager, ContentMarketing at Boeing#CMWorld Industry LabManufacturing Industry ContentMarketing
  22. 22. Does your contentinspire you to share? Youcan never fail by makingcustomers, prospects employees feel inspired.Paull Young @paullyoung#CMWorld
  23. 23. 3 Steps to Content InspirationAt charity: water we believe that inspiration is the most important part of ourdigital strategy.The trick is: inspiration is easier said than done.Stop for a second and consider this question (and please be honest withyourself!):What piece of content has your brand produced recently that you woulddescribe as inspirational?Have you been inspired to share content from your brand personally? Notbecause you felt like it was your job, but because you wanted your friends andfamily to be inspired?Creating content that truly inspires comes down to three key items:1. Build a great teamFor truly inspiring creative content, you need inspired creative people on yourteam. I dont believe that its easy to outsource this. For great content you needblood, sweat and tears from committed creatives - not freelancers workingagainst the clock.Paull Young @paullyoungDirector of Digital PresentationCreating a MovementThrough Content Marketing
  24. 24. 3 Steps to Content Inspiration2. Give them the freedom to do great workIf your planned output is inspiration you need to measure the creativeswork by inspiration, and nothing else. Its the marketers job to driveeyeballs, and products job to drive conversions. The creatives need torigidly focus on creating something they believe will inspire.3. Make their output one of the most important things for your brandYou need senior staff to care deeply about the content. They need to fightinternal battles to ensure the creatives have time and resources to doexcellent work. They need to invest their own time in pushing for excellence.Ultimately: senior people need to passionately care about creating inspiringcontent, or the content just wont be inspiring.You can never fail by making your customers, prospects and employees feelinspired.Paull Young @paullyoungDirector of Digital PresentationCreating a MovementThrough Content Marketing
  25. 25. RisksRewards of ContentThe thing about content marketing iswe all want a piece of that cake.You know, the cake that causes Alice to grow? Yes, the one labeled EAT ME.We want to produce content that is so great for our audience that all of ourmetrics explode.But in most cases, thats not how it works. There are ups and downs andyoure always looking for ways to get better. If youre ready to go down thisrabbit hole, here are some tips and best practices, tied to some of ourfavorite quotes from Alice in Wonderland:I don't see how he can ever finish, if he doesn't begin.This ones pretty straightforward. Youll never run a successful contentmarketing campaign if you dont give it a shot. Pick a target audience,find a way that you can truly help them with content, and make it happen.Because at any rate, theres no harm in trying!Gurdeep Dhillon @gurdeepdVice President, Customer LoBMarketing at SAP#CMWorld PanelHow Brands Are ScalingContent Marketing
  26. 26. RisksRewards of ContentI knew who I was this morning but I've changed a few times since then.Modern marketing is about taking risks and not being afraid to fail. Nomatter how much we research and study our audience, were not alwaysgoing to hit the mark when we create content. The key is to recognize thefailures, learn from them, and move on. And the way to do this is simplemeasure everything!My dear, here we must run as fast as we can, just to stay in place. And ifyou wish to go anywhere you must run twice as fast as that.To implement a successful content marketing strategy, youve got to have ateam of passionate, dedicated, and agile people. They will need to stayahead of the trends that impact their audience, the market forces thatimpact your own product or services, and the competition. And to besuccessful, theyll have to create a consistent flow of magnetic content andNEVER sacrifice quality for quantity.Gurdeep Dhillon @gurdeepdVice President, Customer LoBMarketing at SAP#CMWorld PanelHow Brands Are ScalingContent Marketing
  27. 27. 10 Steps to Content Success1. Always begin at the end! In other words, have a clear goal. It is criticalto put your goal in writing.a. Define your target audience.b. Define precisely what you would like them to do.2. Establish clear, easy to implement, valued, and connected metrics:a. Clear and conciseb. Publish freely to your teamc. Automate as much as possible3. Commit to a defined process. Develop, define, tweak, and stick to it.4. Establish key individuals as thought leaders in your target arena.Readers appreciate knowing the people behind the scenes.5. Hire the right people. Things work when individuals have the innatephilosophy. Things fail when the wrong individuals are put in these roles.Rick Short @RickShort21Director of MarketingCommunications at IndiumCorporation#CMWorld PresentationB2B Blogging Driven byEmployees
  28. 28. 10 Steps to Content Success6. Commit to transparency and authenticity.7. Establish a unique, honest, and consistent voice. You cant beeverything to everyone. Go to market as yourself and be consistently you.8. Ownership is critical. Every project or assignment should have one, andonly one, owner.9. Develop and publish information that will be in demand in the future.Be the answer, today, to the question your customer will ask tomorrow.10. Respect and support your content generators and purveyors. They arethe geese laying the golden eggsRick Short @RickShort21Director of MarketingCommunications at IndiumCorporation#CMWorld PresentationB2B Blogging Driven byEmployees
  29. 29. The Original Content MarketersFor nearly 120 years, The Furrow has delivered relevant, thought-provokingcontent to millions of farmers and researchers, simultaneouslystrengthening the John Deere brand while cementing the magazinesreputation for brand-agnostic journalism.And while Im wary of anyone promising The Secret to anything, there isone element without which The Furrow could not have achieved thesuccess it currently enjoys.Of the six field editors that contribute the bulk of the content to The Furrow,two are full-time farmers in addition to being on our editorial staff; onewas raised on a good-sized cattle ranch in Montana, is still activelyinvolved in the ranchs operations, and runs a small herd of her own. One isa landlordin the agricultural, as opposed to the residential, sense. Theother two have a combined fifty-plus years in ag journalism and B2Bcommunications.The bottom line is, these folks are bona fide, industry-recognizedexperts in the subject matter, because they live it every day; in theconsumers of that subject matter, because our writers are part of the largeraudience for ag journalism, too; and in what motivates that audience toread, click, listen or view.David G. JonesPublications Manager at JohnDeere AgTurfEditor, The Furrow andHomestead#CMWorld PresentationJohn Deere and The Furrow:The Original ContentMarketers
  30. 30. The Original Content MarketersWhat does that mean for us back here in the office? It means we canthink about how to increase the reach of The Furrow, even as the number oflarge farms in the U.S. decreases. We can think about how to bring amagazine with 120 years of print history into the digital realm. We canthink about how to raise the profile of The Furrow within our ownorganization.And while this may sound like content-marketing heresy, it ultimatelymeans we dont have to worry about our content resonating with ouraudience, because our providers are part of that audience.And that leads directly to my One Thing:Enlist the best writers, photographers and videographers you can find;listen to them, trust their judgment, pay them well, pay them promptly,and youll be ahead of the game.David G. JonesPublications Manager at JohnDeere AgTurfEditor, The Furrow andHomestead#CMWorld PresentationJohn Deere and The Furrow:The Original ContentMarketers
  31. 31. Want to Learn More?Learn the power of storytelling with content marketingand beyond from over 100 experts and brands at:ContentMarketingWorld.comSept 8-11th Cleveland, OHREGISTER TODAYUse code TopRank for$100 off main event andall-access registrations.
  32. 32. Content Marketing ServicesTired of Chasing the Rabbit?We Can Show You the WayIf you would like to leverage TopRanks world-classexpertise with content and influencer marketing,social media, search and online ads, lets talk!We can help plan, source, create, manage, measureand optimize the performance of your contentmarketing programs.Contact TopRank Marketing:(,)--,)-*,..*)$/01101#234561786579:1#;38$$$=00$$31?019$6$@34A617B6579:1#;38$
  33. 33. Thank You From Our Sponsor4 Steps to Content Marketing EnlightenmentDo you want to learn how to provide value foryour audience, improve your nurturingprocess and build a strong reputation as ago-to source of information?The 4 steps to content marketingenlightenment offers guidance and specifictactics used by best-in-class marketers.To view the eBook today, Click here!
  34. 34. Next: Audience DevelopmentpComing: Aug 11, 2014Be sure to check out the next eBook in the Content Marketing inWonderland series:Building an Audience Development Strategy for Content Marketingat: