creating leadership buy-in for content marketing
DESCRIPTION
These slides were presented in a webinar in December 2013. The content is intended for professional services marketers that have embraced the need to shift from a promotional-driven marketing model to a content-driven one, but have been unable to get buy-in from leaders and others in the firm. It provides a roadmap for building this culture in your firm and generating leadership buy-in.TRANSCRIPT
Creating Leadership Buy-In for Content
Transitioning from “push” to “pull” marketing.
Agenda
1. The Case for Content
2. Strategies for Transitioning Your Firm
3. The Knowledge-Driven Practice
4. Gaining Leadership Buy-In
This webinar was originally recorded 12/17/13. Click to access the webinar recording.
The Case for Content
Why content marketing?
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The Content Explosion
‣ It’s all searchable.
‣ Changing buying behavior.
‣ Changing marketing and business development.
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Live Websites (M)
Source(s): Multiple
How It’s Changing Buyers
1. Psychology - “Don’t ever try to sell me anything. Give me ALL the information and I’ll make my own decision.” ~ Kanye West (via Twitter)
2. Behavior - Vast majority of site visitors not in “buying mode” (Estimates: 70-96%).
3. Decision-Making - 56% of decision made before first meeting.
How’s It’s Changing Marketing and BD
‣ Traditional business development tactics less effective.
‣ Lead generation increasingly marketing’s task. Traditional marketing tactics less effective. Content marketing less expensive.
• 13% less expensive (overall cost per lead: Hubspot 2013 State of Inbound Marketing)
‣ Becoming meaningful source of firm opportunities + revenue. Rattleback 2012 Professional Services Content Marketing Survey:
• Leading firms: 19% leads online; 14% revenue• Top firm: 45% leads online, 27% revenue
‣ Makes traditional outbound more effective.
Content is an Asset...
‣ Generates leads long after it’s produced.
‣ 1,059 people entered our site at this page in 15 mos.
‣ 3.3% converted.
...That’s Transferable
‣ 60% of clicks to top 3 organic search results.
‣ Average CTR for paid search is 2%.
‣ Buy the agency. Buy the leads.
Strategies for transitioning your firm.
Moving from “push” to “pull” marketing.
Two Viable Approaches
‣ Externally: Drive content.• Utilize research to identify topics.• Marketing drives content through editorial calendars + schedules.• Marketing decides what content to produce, promote + how.
‣ Internally: Cultivate knowledge.• Build content from within.• Develop culture of knowledge sharing + collaboration.• Let content come from SMEs.
The Knowledge-Driven Practice
Content starts with knowledge.
A Knowledge-Driven Practice
Competes on expertise + unique perspective -- not fees.
A “connected” practice.
Technology leader.
Knowledge Creates Value
‣ Backbone of the firm.
‣ Knowledge > Content > Inbound/Outbound Leads > Better Opportunities > Better Clients
Roles in a Knowledge-Driven Practice
Leaders: Direct + advocate.
SMEs: Share + collaborate.
Marketing: Facilitate + promote.
Business Development: Connect + qualify.
Digital Asset Management
CRM Project Data
Knowledge Management
Knowledge Development System
Generating Leadership Buy-In
Building the business case for content.
Two Aspects of the Business Case
1. Case Studies - Demonstrate it’s working in other firms.
2. Pilot Project - Create low-cost, test pilot for skeptical leaders.
Burns & McDonnell
‣ 3700+ EE civil engineering firm. 20th largest A/E. $933M.
‣ Quarterly Magazine, Technical Briefs, White Papers + Corporate Blog.
‣ Blog 2-3x/week. Generate 25-30 business inquiries / week.
Twenty First Century Communications
‣ Specialist technology firm for utilities.
‣ Generating 10% leads online.
Array Architects
‣ No content requirements or editorial calendars.
‣ Knowledge management to connect, share, collaborate, innovate.
‣ 36% contribute in 10 mos.
‣ 67 articles in 10 mos. 7 picked up by national publications.
‣ Click for a summary of the Array knowledge management program.
Pilot Projects
Identify a niche market / expertise.
Develop topical microsite. Combine weekly blog + lead magnet.
Position individual(s) as category thought leaders.
Target 4-month ROI.
Wrapping Up
Closing thoughts and Q/A.
2014 Learning Program
‣ Cultivating a Culture of Content• Gain cultural buy-in for content marketing• Generate leadership buy-in
‣ 8 Week Learning + Training Course for 6-8 Firms. Starts 2/3:• Case for Content + Introduction to Critical Systems• Developing Your Content Strategy• Overview of Higher-Level Systems• Building the Business Case for Your Firm’s Leadership
‣ Click for Program Details and to Register >>
