4d marketing – the key to creating amazing content - gareth case, director of marketing, xchanging...

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garethcase.com @gareth_case 4D Marketing The Key to Creating Amazing Content

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garethcase.com @gareth_case

4D Marketing

The Key to Creating Amazing Content

garethcase.com @gareth_case

Introduction

A bit about me

• 15 years running B2B marketing teams

• Global Director of Marketing for Xchanging plc and Xuber

• Author of a B2B marketing blog – garethcase.com

• Follow me on Twitter - @gareth_case

garethcase.com @gareth_case

So you’re

probably

thinking… WTF IS 4D

MARKETING

garethcase.com @gareth_case

It’s a proven

methodology to make

your content and

campaigns absolutely

bloody brilliant.

Put Simply

garethcase.com @gareth_case

I’ve spent 15 years

collecting these.

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And it

saddens me

Because it’s lazy

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And it’s arrogant

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And what if I don’t

want to read your

brochure in the

‘conventional’ way?

garethcase.com @gareth_case

The fact is - You’re

giving me no choice

garethcase.com

Raise your hand if

your company has a

corporate brochure

or overview.

@gareth_case

Keep your hand up if

you have read, in full

a company brochure

in the past month.

garethcase.com @gareth_case

Keep your hand up if

it inspired you.

Keep your hand up if

you shared it with

anyone.

garethcase.com @gareth_case

garethcase.com @gareth_case

DIMENSION 1

Original Content.

Look around your

business. You’ll have

more than you think.

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This important first

step lays a vital

foundation.

@gareth_case

DIMENSION 2

Vertical Market.

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This part all about

tweaking the content

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But this is all a bit 90’s

No?

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DIMENSION 3

Job Function.

Time for

fine tuning.

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No matter what your

business is.

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Different

stakeholders within

your customer and

prospect bases will

have different needs.

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DIMENSION 4

Media.

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We are not all

equally receptive to

the same types of

media.

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So why do we force

the same types of

media on our

customers?

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AND expect them to

engage?

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So, the need for differentiation and relevant content has really never been more important

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A 4 Dimensional

Example

• 1 piece of source content (Company Overview PDF)

• 8 vertical markets (Fin/Ins/Ret/Man/T&L/Aer/Hea/Pub

• 6 Job Functions (CEO/CFO/CTO/COO/IT Dir/Mar Dir

• 8 Media Types (Brochure/Infographic/Video/Blog/Social/Whitepaper/Animation/DM

• 8x6x8= 384 pieces of content from a single source

garethcase.com @gareth_case

384? WTF? When will I have time to even start thinking about it?

garethcase.com @gareth_case

garethcase.com @gareth_case

In started with…Yep you guessed

it. The company overview

brochure

garethcase.com @gareth_case

We made it highly relevant to the

insurance market.

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And tuned the messaging for the CEO

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Then we turned out an infographic.

Same content, same message, different

format.

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Then repeated steps above – An

animation

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• Within 1 month of launch • Company Overview PDF – 18 Downloads

• Company Overview Infographic – 121 Downloads

• Company Overview Animation – 1,283 Views

garethcase.com @gareth_case

The message was crystal

clear. The company overview

brochure was dead (almost).

Giving people the choice of

how they consume our

information was working.

garethcase.com @gareth_case

The main reason’s for a 10

fold increase in views for each

document? Differentiation and

less time require to consume.

2 vital components

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• We took it to the next level when we launched Xuber Analytics • Product Fact Sheet on website

• Presentation on Slideshare

• Infographic on website

• Animated Video on You Tube

• Series of 5 Blogs on Website

• Live Event in London

• Press Release and Journalist Engagement

• Analyst Reports

• Job Function Specific Messaging

• All tailored to the UK/US commercial insurance industry

• All supported by a Social Content Plan across 8 networks

garethcase.com @gareth_case

• Xuber Analytics as a suite of content (and associated thought leadership) is now: • Searchable

• Sociable

• Distributable

• Accessible

• Measurable

• Visible

• Consumable

• Try it – search Xuber Analytics on Google

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• Instead of ‘PUSHING’ out Brochures

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• We’ve created an engaged, relevant ‘pull’ community

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• Xuber Analytics Results • 330,000+ views accumulated across all content

• 8 direct sales opportunities

• 21 leads in development

• £2.3M recognised pipeline opportunity

• And when it’s ‘out there’ it’s ‘out there’

garethcase.com @gareth_case

Yes, content marketing is driving actual revenue for our business. Remind me, how many deals have you won from your company overview brochure again?

garethcase.com @gareth_case

FINAL THOUGHTS

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Content marketing executed properly, will provide a better, more measurable ROI than any other marketing activity.

garethcase.com @gareth_case

The rise of the Content

Marketing Manager is upon

us. It will be the fastest

growing marketing role of

2014.

garethcase.com @gareth_case

Content is almost definitely

king. Invest in it. That

means your time, your

resource & your budget.

You have no chioce. Unless

you like finishing 2nd.

garethcase.com @gareth_case

Content marketing is

not to be confused

with lead generation.

It’s far more powerful.

garethcase.com @gareth_case

It doesn’t just influence search engines, it can create communities and unlock new markets, previously inaccessible.

garethcase.com @gareth_case

If you don’t take content seriously, really seriously, as a keystone in your marketing strategy, it’s time to re-consider your career.

garethcase.com @gareth_case

Want More?

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