Maximise Your Content Marketing Investment

WEBINAR

With guest speaker:

PANEL

Richard Verbeek

General Manager, LEWIS PR Belgium

Simon Morris

Director of Demand Marketing EMEA, Adobe Systems

Daniel Blank

Head of LEWIS Pulse Germany

Freek Janssen

Content Director, LEWIS PR

3

CONTENT MARKETING IN 2014

Accounts for 31% of total marketing

budget1. 46% say biggest challenge is producing enough

content

2. 44% say its producing engaging content

3. 28% say it’s the inability to measure content

effectiveness

Biggest challenges:88% of

marketers use content

marketing

Only 42% of marketers have

a content strategy

Only 48% of marketers say their efforts are

effective

4

POLL

1. Engagement = 45%

2. Lack of time and resource to produce enough content = 35%

3. Measuring ROI of content marketing = 20%

What is your biggest content marketing challenge?

CONTENT MARKETING

Content marketing is a key marketing tactic for both B2B and B2C marketers – yet there is often a lack of a solid content strategy behind this activity.

For content marketing to add real value and achieve business impact a content strategy and effective measurement programme are key.

6

POLL

1. 0 – 10% = 27%

2. 10 – 20% = 27%

3. 20 – 30% = 18%

4. None = 18%

5. Over 30% = 10%

What percentage of your total marketing budget is allocated to content marketing?

CONTENT STRATEGY

Developing and implementing your content strategy

Simon is responsible for driving awareness and demand across EMEA for both the Adobe Creative Cloud and Adobe Marketing Cloud.

Prior to joining Adobe, Simon was Vice President of Global Marketing at ClickSoftware, the leading global provider of service and workforce management solutions. 

Simon Morris, Director of Demand Marketing EMEA, Adobe Systems

CONTENT STRATEGY

Align content marketing objectives with overall business strategy

Are you developing content to:

• Raise brand awareness?

• Increase engagement with target audience?

• Increase conversion?

• Enhance SEO?

• Generate sales leads?

• Position your brand as a thought leader?

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9

Adobe | CMO.com

Goals/objectives:

• Create a premier destination for digital marketing insights, expertise and conversation

• Become a must-visit resource for “help and how-to” guidance in going digital

• Instill a preference for Adobe – for both our products and POV

• Establish CMO.com as a best practice for content marketing and showcase of Adobe technology

Strategy:

• Provide senior marketers with inspirational content and help/advice, rather than ‘sell’ Adobe products/services

• Tailor content – CMO Europe introduced to become more relevant with European audiences

• Evolved from entirely curated site to providing a balance of original and curated content

• Hired former journalists to write tailored content and sourced content from CMO community

CMO.com launched to improve Adobe’s brand leadership position in digital marketing

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Insight, Expertise & Inspiration

11

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Give It Up For The

Community

CMO.com: What‘s working?

Adobe | CMO.com

Leveraging the CMO community:

• Key element of CMO.com’s strategy was to provide a platform for other smart marketers, to generate

original content from sources outside the in-house content team

• The CMO.com interview introduced as a regular feature – senior marketing executives interviewed on a

relevant subject

• Have interviewed hundreds of CMOs and senior marketing execs, resulting in valuable content that

supports overall business objectives

• Cost-effective way to generate high quality content that’s relevant to our target audience, build key

relationships with industry experts and engage the community

CONTENT STRATEGY

Mapping out your key objectives/goals will provide clarity of purpose which helps enormously when thinking about the tone of voice, how frequently you will publish content, content formats and channels, the in-house experts you have to use as content contributors and the key metrics you will measure against.

To help inform your content strategy, think about your target audience; map your buyer personas and customer journey. Think about demographics, buyer behaviour, habits, interests, and so on, and how you want them to interact and engage with your content.

CONTENT STRATEGY

Regularly review and update your content strategy in line with key trends and developments, to ensure you’re maximising your investment.

Your content strategy should be informed by competitor research. How can you deliver something different to your competitors? How frequently are they producing content and which channels are they using?

Create a central editorial calendar – include new and existing content to recycle, upcoming events, key dates, industry developments, bank holidays etc.

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

CMO.com today

16

60/40 ratio of curated vs. original content

~23K+ subscribers, ~105K MUVs,~170K+ page views per month 37K+ Twitter

followers, 1K Facebook fans

Twice weekly Newsletters: Top 10 Insights & News In Review

Strong foundation of industry awareness; a valued content pipeline and media partner

Recognized by Forbes as a top digital marketing site; by CMI as an “epic example of content marketing”

BRAND AMBASSADORS

Leverage brand ambassadors:

• Make the most of your in-house experts

• Ask them to deliver stories based on their

specialist subjects

• Incentivise staff with recognition and reward

programmes to engage them

• Encourage staff to share content via their

social channels to maximise reach

ENGAGEMENT

Producing sharable content that engages your target audience

Daniel Blank, Head of LEWIS Pulse Germany

Daniel leads LEWIS Pulse, the digital marketing arm of LEWIS PR, operations in Germany. LEWIS Pulse provides strategic social media consulting, digital marketing and content marketing support for clients.

Daniel previously served as Director of Edelman Digital in the German market. 

19

POLL

1. Social media = 70%

2. Email = 65%

3. Website/blog = 50%

4. Print publications = 15%

Which channels do you use most to share content?

ENGAGEMENT

• Social media channels are most important traffic drivers for any online content hub

(website, blog) according to numerous studies

• Social media should be at the core of your engagement strategy

• Don’t use every channel and tactic possible for the sake of it – be selective and targeted to

improve engagement levels

• Isn’t a one-size fits all approach – choose the right channels to distribute content according

to the preferences of your target audience

Use the right channels and tailor your approach

CHANNELS

Which social channels are your target audience

most engaged with? Or, are they more likely to

consume content via more traditional offline

channels, such as newspapers or trade

publications?

Identify which channels are the most effective for your target audience.

Email and e-newsletters allow cost-effective targeted outreach to audience segments with greater personalisation.

CHANNELS

But, remember - these social channels can only be an effective way for sharing your content when you don’t see them just as push-channels for your content marketing, but leverage them to their full potential.

Embrace their spirit and techniques, use them for direct engagement and discussion and above all: understand them as an equally important part of your overall marketing mix.

CHANNELS

• Use your Twitter account to actively engage with stakeholders and experts, share news

relevant to your industry and discuss or give opinions on current events and developments.

• Your audience will continuously grow – and more importantly, they will see you as a valuable

and trustworthy source of information.

• Hence when you share content from your blog or website, it will spark much more

engagement and interest.

Key example

ENGAGEMENT

Three key factors to get right to create a good level of engagement:

• Relevancy of your story

• Channels you use to engage

• Format of your content

• Personal: from I-perspective, profile

• Urgent: does it add to the discussion?

• Relevant: do your readers like this?

• Engaging: does it encourage interaction?

Follow the PURE rule to make sure your content is on point:

ENGAGEMENT

Use your buyer persona and customer journey insight to help map out what people find interesting and relevant, depending on where they are in their journey.

This is critical and will help elevate your content – and in turn your brand awareness and brand loyalty – above that of your competitors.

MEASUREMENT

Moving beyond standard metrics to gain actionable insight

Freek Janssen, Content Director, LEWIS PR

As Content Director, Freek is strategically involved in campaigns with a focus on online content.

He helps clients develop and implement their content strategy – including community management, content development and optimisation and blog training.

27

POLL

1. Social media shares = 82%

2. Website traffic = 78%

3. Leads generated = 56%

4. SEO = 12%

5. Inbound links = 8%

How do you measure the effectiveness of your content?

MEASUREMENT

It is estimated that only around one third of content marketers are measuring

the results of their efforts to the bottom line.

Why is this?

Lack of strategy and goals?

Lack of knowledge on how and what to measure?

MEASUREMENT

• A lack of clear goals makes it difficult to set KPIs

• Most content marketers focus on standard metrics such as web traffic, social media

shares, follower growth on social channels and inbound links

Goals? Traffic Shares Links Fans

MEASUREMENT

Real insights come when you are able to identify where website or blog visitors come from, what they do on your site, and eventually identifying them in some way so you can feed their behaviour into a CRM system.

The last step of identification could be as easy as sending people an email through a marketing automation platform. Once they click on a link, they will be recognised on your website every time they come back. Or drive them to a download or hassle free contact form that requires them to only fill out their name and email address.

MEASUREMENT

CRM / Automation

Behaviour and interests

KEY TAKEAWAYS

1. Develop an effective content strategy

2. Dedicate your resources (people and budgets)

3. Leverage your in-house experts and brand ambassadors

4. Measure what you do and optimise your spend

5. Pick engaging content formats and take advantage of lesser used channels

6. Adopt a tailored approach that suits your target audience – don’t simply produce content and use

every channel and tactic for the sake of it

7. Use your measurement insight to continually review and evolve your content strategy

From goal setting and story development, to measurement and demonstrating the business value, content marketing can be taxing on resources and budgets. So it’s important to get it right!

LEWIS 360

For more insight and best practice advice on how to maximise your content marketing efforts visit the LEWIS 360 blog: blog.lewispr.com