2015 content marketing tactics & technology planner

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  • 2015 Content Marketing Tactics & Technology Planner

    Creation, Curation & Analytics

    #CMExperts

    Michael Gerard, CMO @MichaelGerard

  • But First . . . A Word from

    our Sponsor

    3 #CMExperts

  • Curata Curation Software to Fuel Your Content Marketing Engine

    Hundreds of Companies on Curata

    Founded in 2007 in Cambridge, MA.

    Founding team from MIT, Google, Microsoft.

    Content marketing thought leadership recognized by Forbes, Huffington Post, CMO.com, Content Marketing Institute, MarketingProfs, Heidi Cohen, Joe Chernov and others.

    A Quick Snapshot

    4 #CMExperts

  • What Does Curatas Software Do?

    5

    Curatas content curation software helps content marketers find, organize, annotate and share the best 3rd party content to their audience to complement

    their own original content on any digital property.

    #CMExperts

  • 6 #CMExperts

  • 7

    Which animal spirit best describes your

    organization?

    #CMExperts

  • Content Marketing 2015

    Source of Insight Current State of Content Marketing 2015 Content Marketing Strategy

    People Processes Technology

    Additional Resources

    8 #CMExperts

  • Source of Insight

    Objective: This study dove deep into the tactics of digital content marketing practices.

    Survey Methodology and Demographics: Curata surveyed a total of 592 marketers in January, 2015. Participants included:

    Titles: CMOs and VPs of Marketing(13%); marketing directors, managers and specialists; marketing consultants and agencies; and business owners.

    B2B vs. B2C: 56% marketers who took the survey were B2B companies, 13% were B2C and 24% listed themselves as both. (7% non-profit)

    Verticals: 33% technology businesses, 19% marketing agencies, 17% professional services and 13% healthcare.

    Company size by revenue: 52.2% $100M; 9.0% $100M to

  • Current State of Content Marketing

    #CMExperts

  • I just know this eBook is doing well. Look at how many

    shares we got!

    Marketers do feel that content marketing is

    working!

    #CMExperts

  • However, 75% of marketers are not on the correct path to

    success.

    SEO

    Blog

    Social

    eBook

    Infographic

    #CMExperts

  • What are the other 25% of companies doing right? . . . #CMExperts

  • 14

    Are You Asking the Right Content Marketing Questions to Improve Your Impact?

    Key Questions:

    Strategy How can we feed the content beast without sacrificing quality, at our budget?

    What can we do to measure the impact of our content on leads, opportunities and revenue?

    People How can we enable a more content centric organization?

    How can we improve alignment across internal and external teams?

    Process Where should we invest in content creation? Are we getting sufficient mileage out of our

    content?

    Technology Where will additional technology investment prove most beneficial?

    #CMExperts

  • 2015 Content Marketing Strategy

    people process

    technology

    strategy

    #CMExperts

  • 76% of Companies will Increase Investment in Content Marketing in 2015

    #CMExperts

  • 70% of B2B Marketers are Creating More Content Than They Did One Year Ago*

    *2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs.

    #CMExperts

  • Buyers are in a State of Content Shock

    #CMExperts

  • Where is the smart money going?

    #CMExperts

  • What are your greatest content

    marketing challenges? (priorities)

    #CMExperts

  • 1 2

  • 43

    THIS and not THAT

    Quality

    #CMExperts

  • 2015 Content Marketing Staffing Plans

    people process

    technology

    strategy

    #CMExperts

  • 49% of Companies have an Executive Responsible for Content Marketing

    24

    Do you currently have an executive in your organization who is directly responsible for an overall content marketing strategy? (e.g., Chief Content Officer, VP or Director of Content)

    Insight/Guidance The 49% of companies

    with an executive responsible for content marketing will increase to 60% by 2016.

    Catch up with the herd and hire a content marketing lead if you havent already.

    Curata's 2015 Content Marketing Tactics & Technology Planner

    43% 49%

    60% 57%

    51%

    40%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    2014 2015 2016

    % o

    f Stu

    dy P

    artic

    ipan

    ts

    Yes No

    #CMExperts

  • Early Expectations. . .

    Chief Content Officer

    #CMExperts

  • A More Realistic & Successful Plan . . . Content Marketing as a Center of Excellence

    26

    best practices

    internal alignment

    engagement guidelines

    writing staff

    software applications training

    design staff

    editorial staff

    frameworks

    content ideas

    #CMExperts

  • Alignment is a Key Success Factor to Content Marketing Impact

    27

    Please indicate how aligned your content marketing strategy and tactics are across internal teams. (e.g., Campaign Management; Social Media; Marketing Operations; Product Marketing; Regional/Field Marketing)

    Insight/Guidance Leading content marketers

    are better aligned across their companies: Campaign teams for

    strategy Product marketing for

    content creation Social media for

    promotion Marketing operations for

    measurement

    Curata's 2015 Content Marketing Tactics & Technology Planner

    11%

    53%

    23%

    13%

    4%

    40%

    33%

    23%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    Not Aligned at All

    Somewhat Aligned

    Very Aligned Extremely Aligned

    % o

    f Stu

    dy P

    artic

    ipan

    ts

    All Companies Leaders

    #CMExperts

  • Organizational Structure: Whats the Fox doing?

    Build a Content Team

    Align Internally

    Establish a center of excellence team Hire strong writers that can create valuable

    content for your audience Build a team of dependable freelancers who

    create content that require minor editing

    Evangelize support for content marketing by securing executive buy-in

    Identify individuals and teams across your organization to be part of your extended content marketing team

    Align with content promotion teams and marketing operations

    28

    71% of content marketing leads/teams have global authority, and are building a center of excellence team

    #CMExperts

  • 2015 Content Marketing Processes

    people process

    technology

    strategy

    #CMExperts

  • Production

    Distribution

    Analytics

    #CMExperts

  • Community

    Collaborate - Curate

    1. 2. 3.

    #CMExperts

  • Do you know what content exists across your company . . . and

    where it is?

    #CMExperts

  • 36% of Content Marketers Never Complete a Content Audit

    33

    How often does your organization complete an audit of your company's content?

    Curata's 2015 Content Marketing Tactics & Technology Planner

    Quarterly 18%

    Semiannually (every 6 months)

    14%

    Annually 24%

    Biannually (every 2 years)

    8%

    Never 36%

    Know what content you have, and dont have

    Focus content creation and curation efforts on gaps in content inventory

    Prevent investing in duplicate content Identify and replace or remove

    outdated content

    Determine what content can be reused and repurposed

    Improve quality of existing content

    Reasons to Perform an Audit

    #CMExperts

  • Recycle Content

    #CMExperts

  • 29% of Leading Marketers Systematically Reuse and Repurpose Content

    35

    Please describe your process for reusing and repurposing content: (e.g., creating presentations, infographics and blog posts from a single ebook)

    Curata's 2015 Content Marketing Tactics & Technology Planner

    22%

    60%

    15%

    4%

    29%

    56%

    13%

    2% 0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    We have a specific process in place to ensure optimal

    content reuse and repurpose

    Content reuse and repurpose happens

    sporadically

    We do not reuse or repurpose content today, but this will change in the

    coming year

    We do not reuse or repurpose content and

    have no plans to change this

    % o

    f Stu

    dy P

    artic

    ipan

    ts

    All Companies Leaders

    #CMExperts

  • 36

    Curatas Content Marketing Pyramid

    #CMExperts

    To use this graphic, please cite Curata and link tobit.ly/CMPyramid.

  • Community

    Collaborate - Curate

    #CMExperts

  • External: Most content is in our own voice. Buyers demand more.

    Internal: We cant create enough content every week!

    Feeding the Content Beast

    #CMExperts

  • 39

    Content Marketing Mix for Leaders What is your [desired] content marketing

    mix for each type of content?

    Created Content

    65%