Content marketing rules of the road for B2B Organizations

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Content Marketing Rules of the road for B2B marketing organizations

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  • 1

    Content Marketing: Rules of the Road

    Rashish Pandey

    Marketing Director, Asia Pacific

    Cisco Systems

  • Why CM

    Secrets to building compelling content

    Building your content factory

    Managing CM process

    Measuring success

  • 3

    Why Content Marketing?

  • 67% of the customers journey is now

    done digitally

    Source: Sirius Decisions, The Marketing Organization in 2017

  • 57% of the purchase

    decision is

    complete before

    a customer even

    calls a supplier

    67% of the customers journey is now

    done digitally

    Source: Sirius Decisions, The Marketing Organization in 2017; Corporate Executive Board, The End

    of Solution Sales

  • of customers

    initiate the first

    step in the buying

    cycle, not sales

    90%

    use support forums

    and technical

    discussions to inform

    the purchase decision

    60%

    of B2B buyers use

    social media during the

    purchase process (LinkedIn, Twitter, Facebook)

    85%

    Source: ITSMA/CFO 2013, How B2B Buyers Consume Information Study; Hubspot 2012; IDC 2012

    EAG Buyer Experience Survey

  • of customers

    initiate the first

    step in the buying

    cycle, not sales

    90%

    use support forums

    and technical

    discussions to inform

    the purchase decision

    60%

    of B2B buyers use

    social media during the

    purchase process (LinkedIn, Twitter, Facebook)

    85%

  • Content is King

  • 9

    Secrets for creating compelling content

  • Secrets for creating compelling content

    Relevance Persona Journey Compelling

    Content

  • Is it meaningful?

    Is it timely?

    Is it informative?

    Is it findable?

    Is it inspiring, engaging or provocative?

    Is there a clear call to action?

    Secrets for creating compelling content

    Relevance

  • Secrets for creating compelling content

    Relevance

  • Secrets for creating compelling content

    Persona

  • Secrets for creating compelling content

    Journey

  • There are no boring brands only boring

    content

  • 16

    Building your content factory

  • Building your content factory Feeding the beast

    Source: Content marketing institute

  • Building your content factory Recruit an army

    Digital

    PR AR Social Media R&D Events Engineeri

    ng Sales

    Enablement

    Internal Content Pipelines (to name just a few)

  • Building your content factory Recruit an army

    VOC

    Cisco

    Champions

    Conversation

    Brokers

    Non-Cisco

    Social

    Non-Cisco

    Media

    Coverage

    Non-Commissioned

    Research Partners

    External Content Pipelines

  • Building your content factory Create derivative content

    1 information artifact creates 20 reusable pieces of content

    Infographic Video interview Webinar Micro-blog Podcast Interview with

    researcher Facebook post Web banner Web article Web App

    Assessment tool Tweets Slideshare User Generated

    content Guest blog posts Community forum Case Study Newsletter Memes eBook

  • Building your content factory Create derivative content

    Project message views: 6710 (6.7x

    increase vs. source

    doc)

    Social CTR: 0.229% (10x over expected

    social CTR)

    Cost per view: $1.04 vs. $10 for source

    paper (1/10th cost per

    view)

  • 22

    Managing CM Process

  • Managing CM Process Get Organized

    Project plan Track all activities and metrics in one place. Make it a single source

    of knowledge. Keep it updated.

    Editorial calendar Maintain a running schedule of all content and promotions by

    project.

    Budget Know how much you can spend. Plan accordingly.

  • Managing CM Process Identifying the team

    Creators Multipliers Packagers Distributors

  • Managing CM Process Identifying the team

    Product/Solution

    Managers

    Marcom Content

    Strategy

    Social

    Media

    Web

    Strategy

    Social

    Media

    Marcom

    Product/Solution

    Managers

    Web

    Strategy

    Social

    Media

    Content

    Strategy

    Social

    Media

    Content

    Strategy

    Product/Solution

    Managers

    Content

    Vendor

    Marcom

  • Managing CM Process Tips & Tricks

    Establish objectives, strategies, tactics. Follow a roadmap

    Dont spend excessively to promote low-cost content. Be frugal

    Examples: Cisco hero carousels, content tiles, and native/embedded ads.

    Leverage free promotions

    Promote content in a cadence of social posts to extend exposure.

    Exploit owned social media

    Align plans with campaigns, launches, and other priorities. Keep your eyes open

    Look for breaking news & be prepared to respond Be agile

  • 27

    Measuring Success

  • Revenue metrics

    Lead Gen metrics

    Sharing metrics

    Consumption metrics

    Measuring Success

  • How to measure success?

    Consumption

    Metrics

    Basic Metrics

    Campaign clicks

    Unique visitors / Time spent

    Page / Video views

    Advanced Metrics

    Social Listening

    Content scoring

  • How to measure success?

    Consumption

    Metrics

  • How to measure success?

    Sharing

    Metrics

    Metric Type

    Likes

    Shares

    Tweets

    Forwards

  • How to measure success?

    Lead Gen

    Metrics

    Basic Metrics

    Form Fills

    Downloads

    Subscriptions

    Advanced Metrics

    Conversion rates

    Revenue Attribution

    Learn how Cisco can help you navigate within the world of many

    clouds.

    Our Cloud Profile and

  • How to measure success?

    Revenue

    Metrics

    Metrics

    Online Sales

    Offline sales attribution

  • How to measure success?

    Revenue

    Metrics

  • 35

    In Summary

  • Why CM

    Secrets to building compelling content

    Building your content factory

    Managing CM Process

    Measuring success