the new content marketing blueprint [webinar]
TRANSCRIPT
#AISMediaEdu
Melanie Merrifield Senior Content Strategist, AIS Media Inc.
Your presenter
Lift
Delivered. TRANSFORMATION 2015 | #AISMediaEdu
The New Content MARKETING Blueprint
Brand Awareness
Buyer Engagement
Sales Performance
Our Offices
Digital Marketing Strategy
User Experience (UX) Design
Lead Generation & Online Sales Programs
Digital Marketing (SEO / PPC / Email)
Conversion Rate Optimization (CRO)
CRM Selection & Implementation
Marketing Automation
Sales Process Alignment
Content Journey Mapping
Lead Management
Founded 1997
Atlanta Dallas
Award-Winning Design Team
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The New Content MARKETING Blueprint
Where You’ve Seen Us
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The New Content MARKETING Blueprint
Featured Clients
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The New Content MARKETING Blueprint
SOCIAL
CRM & MA
ANALYTICS
SEARCH EMAIL
CONTENT
DESIGN
STRATEGY
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The New Content MARKETING Blueprint
The Big Picture
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Major Content Shifts For 2015
• Content blends with social
• Advertising will be less blatant
• Content marketers will see higher search rankings
• Guest blogging will return
• Budgets will reach new record highs
• Content marketers will be more sophisticated email
marketers
The New Content MARKETING Blueprint
55% of B2B marketers
plan to increase their content
marketing budgets in 2015
Source: Content Marketing Institute, “2015 Benchmarks, Budgets, and Trends – North America.”
TRANSFORMATION 2015 | #AISMediaEdu
The New Content MARKETING Blueprint
11%
2%
32%
46%
9%
Unsure
Decrease
Remain the Same
Increase
Significantly Increase
B2B Content Marketing Spending (Over the Next 12 Months)
Source: Content Marketing Institute, “2015 Benchmarks, Budgets, and Trends – North America.”
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The New Content MARKETING Blueprint
3%
14%
48%
35%
Unsure
No Content Marketing Strategy
Yes, but not documented
Yes, and it is documented
Percentage of B2B Marketers Who Have a Content Marketing Strategy
Source: Content Marketing Institute, “2015 Benchmarks, Budgets, and Trends – North America.”
TRANSFORMATION 2015 | #AISMediaEdu
The New Content MARKETING Blueprint
50%
61%
69%
69%
77%
87%
88%
88%
Upsell/Cross-sell
Lead Nurturing
Lead Generaiton
Customer Evangelism
Sales
Brand Awareness
Engagement
Customer Retention/Loyalty
Organizational Goals for B2C Content Marketing
Source: 2015 Content Marketing Trends – North America: Content Marketing Institute/MarketingProfs
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The New Content MARKETING Blueprint
TRANSFORMATION 2015 | #AISMediaEdu
The New Content MARKETING Blueprint Mobile Users > Desktop Users Within 5 Years
Morgan Stanley Research
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The New Content MARKETING Blueprint
People browse with a
variety of devices.
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The New Content MARKETING Blueprint
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The New Content MARKETING Blueprint
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The New Content MARKETING Blueprint
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The New Content MARKETING Blueprint
Source: Google/Ipsos/Sterling, 2012
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The New Content MARKETING Blueprint
95% of B2B buyers prefer
shorter content formats.
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The New Content MARKETING Blueprint
Be prepared for screens
to get even smaller.
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The New Content MARKETING Blueprint
Wearables
are emerging in
a BIG way
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The New Content MARKETING Blueprint
Key Components of Your Content
Marketing Blueprint
1. Goals & Metrics
2. Buyer Personas
3. Buyer Journey
4. Messaging Guide: Key Ideas
5. Content Calendar
6. Content Amplification: Formats & Media Choices
1. Goals & Metrics
TRANSFORMATION 2015 | #AISMediaEdu
The New Content MARKETING Blueprint
Know your primary
content marketing goals.
34%
35%
38%
39%
39%
54%
62%
Subscriber Growth
Qualitative Customer Feedback
Time Spent on Webiste
SEO Ranking
Higher Conversion Rates
Sales
Website Traffic
Metrics for B2C Content Marketing Success
Source: 2015 Content Marketing Trends – North America: Content Marketing Institute/MarketingProfs
TRANSFORMATION 2015 | #AISMediaEdu
The New Content MARKETING Blueprint
30%
33%
35%
39%
39%
40%
53%
48%
49%
63%
Subscriber Growth
Qualitative Customer Feedback
Inbound Links
Time Spent on Website
SEO Ranking
Sales Lead Quantity
Sales
Higher Conversion Rates
Sales Lead Quality
Website Traffic
Metrics for B2B Content Marketing Success
Source: 2015 Content Marketing Trends – North America: Content Marketing Institute/MarketingProfs
TRANSFORMATION 2015 | #AISMediaEdu
The New Content MARKETING Blueprint
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The New Content MARKETING Blueprint
COMMON GOALS POSSIBLE METRICS
Brand Awareness Web Traffic • Page, Video & Document Views • Downloads • Social Chatter • Referral Links
Engagement Blog Comments • Likes, Shares, Tweets +1s, Pins • Forwards • Inbound Links
Lead Generation Form Completions & Downloads • Email & Blog Subscriptions • Conversion Rate
Sales Online Sales • Offline Sales • Manual Reporting & Anecdotes
Customer Retention/Loyalty Percentage Content Consumed by Existing Customers • Retention / Renewal Rates
Upsell/Cross-Sell Sales for New Products / Services
Content Marketing Institute’s The Complete Guide to Influencer marketing Strategies, Templates & Tools
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The New Content MARKETING Blueprint
In addition to analytics,
use website heat maps
to illustrate how your
audience is engaging
with your content.
TRANSFORMATION 2015 | #AISMediaEdu
The New Content MARKETING Blueprint
Awareness
Interest / Trigger
Search
Consideration
Conversion / Purchase
Loyalty
Advocacy
The New Customer Funnel
Consider appropriate performance
metrics for each stage of the
buying process.
TRANSFORMATION 2015 | #AISMediaEdu
The New Content MARKETING Blueprint
Ask yourself: “How well does our
content marketing plan support our
business goals?”
2. Buyer Personas
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The New Content MARKETING Blueprint
Define Your Customer Personas • Demographics
• Service line
• Lifestyle
• Education
• Needs and interests
• Technology involvement
• Goals and challenges
• And more…
35+ adult striving to look her best. See
cosmetic procedures as a necessary part of
aging. Wants effective procedures for long-
term effect, with minimal discomfort. Price is
inconsequential.
Interest level: High
Psychographic: Age is the enemy
Role: Decision maker with means
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The New Content MARKETING Blueprint Cosmetic Surgery Personas at a Glance
Forever Young My Best Self Finally Ready
Require surgical procedures following
medical procedure such as mastectomy.
Seeks to regain or improve pre-diagnosis
appearance. Balances desire to proceed with
treatment fatigue. Emotionally fragile; needs
encouragement and support.
Interest level: Medium
Psychographic: Reconstruction is part of
emotional healing.
Role: Decision maker with means
He/she has waited a lifetime to address a
specific body feature like a nose or jawline.
May view elective surgery as a major
milestone. Is willing to undergo discomfort for
the desired outcome. Wants to believe now is
the best time to act, if price allows.
Interest level: Low
Psychographic: This is my time
Role: Decision maker with lesser
means, spends wisely
Responsible for budget and support.
New Platform = headaches
Needs to safeguard team
Interest Level: High
Psychographic: Dubious
Role: Gate Keeper
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The New Content MARKETING Blueprint Lead Management Software Personas
CIO “Skeptic 3.0”
CMO “Loud and Clear”
VP of Sales “Let’s Do This!”
Branding and supporting sales
Needs compliance
Consistency
Interest Level: Low
Psychographic: Control
Role: Brand Champion
200 member team
Wants new way to nurture leads
Needs can’t fail tools
Interest Level: High
Psychographic: Enthusiastic / fearful
Role: Driver
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The New Content MARKETING Blueprint
Awareness
Interest / Trigger
Search
Consideration
Conversion / Purchase
Loyalty
Advocacy
Buying Decision: Where Each Persona Weighs In
CIO
VP of Sales
CMO
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The New Content MARKETING Blueprint
Identify the type of content each persona values most
EDUCATIONAL Inform / empower
HELPFUL Make things easier
SPECIAL EXPERTISE Solve specific problem
ENTERTAINMENT Humanize the business world
3. The Buyer Journey
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The New Content MARKETING Blueprint
Deliver the right content – in the right format – to the right audience at the right time.
Awareness Consideration Decision
Videos
Trend Reports
Live Events
Demo Videos
Interactive Videos
Calculators
eBooks & Guides
eNewsletters
Testimonials
Analyst Reports
Case Studies
Whitepapers
Feature Guides
Infographics Articles
Webinars
Quizzes & Widgets
Possible Solution
Interest
Researching Options
Evaluating Products
Narrowing Field
Social Vetting
Negotiation
Decision
Photos
Buye
r Com
mitm
ent L
evel
Ratings & Reviews
Copyright AIS Media, Inc. 2014
TRANSFORMATION 2015 | #AISMediaEdu
The New Content MARKETING Blueprint Utilize appropriate content at each stage.
Identify the gap between the content you
have and the content you need.
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The New Content MARKETING Blueprint
4. Messaging Guide
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The New Content MARKETING Blueprint
Your organization’s Bible for
on-brand content
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The New Content MARKETING Blueprint
Tone • How we say what we say
• The personality of your B2B brand
• Do’s and Don’ts
Voice • What we say
• Explain & educate, encourage, inspire
• Key brand values
Examples: “That was easy.”
“When it
absolutely, positively has to get there overnight.”
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The New Content MARKETING Blueprint
Grammar & Mechanics • AP Style Guide
• Chicago Manual of Style
• Capitalization standards
• Sentence fragments
Personas • The audience we serve
Brand Standards, Graphic Identity • Print & digital
• Logo treatments, fonts, PMS colors
5. Content Calendar
Create Your Content Schedule
Why? Google looks for fresh content
Rank higher in search
Increase website traffic = more leads
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The New Content MARKETING Blueprint
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The New Content MARKETING Blueprint
Content
Search Digital
PR / Social
Marketing
Automation
Content fuels all
digital channels…
How Often B2B Marketers
Publish New Content
26%
17% 19%
12%
8% 2% Multiple Times/Week
Weekly
Multiple Times/Month
Monthly
Less than Once/Month
Unsure
Content Marketing Institute 2014
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The New Content MARKETING Blueprint
6. Content Amplification
Shift from content creation
to AMPLIFICATION
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The New Content MARKETING Blueprint
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Content Formats & Media Choices
Marketing
Automation
Copyright 2014, AIS Media, Inc.
Social
CRM
Videos Articles Webinar Case Study Specs PR Papers
Content
Analytics & Reporting
Website
Dig
ita
l M
ark
eting
Cha
nn
els
The New Content MARKETING Blueprint
Search
Content Marketing Institute 2014
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The New Content MARKETING Blueprint
B2B Marketers Use
an Average of 13 Content Tactics
B2B Content Marketing Usage (by Tactic)
Content Marketing Institute 2014
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The New Content MARKETING Blueprint
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The New Content MARKETING Blueprint
REPURPOSE CONTENT: Changing Format & Audience
• Leverages original content to its fullest extent
• Improves SEO
• Attracts different buyer personas
• Reaches audience through different mediums
• Reinforces your message
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The New Content MARKETING Blueprint
• 1 Podcast interview
• 1 Video animation
• 5 Short blog posts
• 3 Infographics
• 1 eBook
• 1 Live event
• 3 Webinars
• 3 Slideshare presentations
• 25+ Social media pieces
• 1 White board video
EXAMPLE One 18 page white paper can be repurposed as:
Key Takeaways
MARKET
DYNAMICS DRIVING
TRANSFORMATION TOP 2015 1. Get A Written Content Strategy
2. Mobile-First, Multi-Screen Economy
3. Need For Accountability & Demonstrating ROI
4. Content “Marketing” Amplification
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The New Content MARKETING Blueprint
FREE EXCLUSIVELY FOR WEBINAR ATTENDEES
Content Marketing Analysis & Consultation • Content strategy review
• SEO analysis of top 3 competitors
• Content performance analysis
• Expert tips & recommended action steps
Call: 404.751.1043 | Email: [email protected]
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