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How Data-Driven Content Marketing Changes the Game

2012 Masters of Business Online Conference

Mary WallaceDirector, Client Strategy, UBM TechMary.Wallace@UBM.comNovember 12, 2012

DISCUSSION POINTS:

• Quick Backgrounder on UBM Tech

• The Power of Content Marketing

• The Business Value of Analyzing Content

• How Analytics Can Optimize the Lead Management and

Conversion Process

BACKGROUND

UBM Tech is…

• The global leader in technology media and professional business information

UBM Tech is comprised of industry leading brands such as InformationWeek, Network Computing, Internet Evolution, Wall Street & Technology, Web 2.0, Black Hat, Interop, Light Reading.

Information Week is the largest and most influential business technology brand

• Marketing Services for technology companies

3000+ marketing programs delivered annually

Engagement with millions of professionals

• A division of UBM, plc – a $1.5b global media and business information provider

• My role:

Director of Client Marketing Services

Design and Build Complex Lead Nurture Programs for Clients

Involved in e-based Lead Generation and content-driven Programs

CONTENT MARKETING

A marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.

CONTENT MARKETINGMarketer’s New Media Mix – Content is @ the Core

PAIDMEDIA

A brand pays to place ad or content in a

channel

• Advertising• Events• Direct Marketing

EARNEDMEDIA

Publicity gained when an influencer promotes a brand

• Press pickup• Blog mention • Social sharing• Word of mouth

OWNEDMEDIA

A brand owns a channel

• Your Corp Website• Company social accounts

The lines between media types are blurred

Conversation now continues across all

Earned media is increasing in importance

Increased mobile usage is accelerating earned media growth

Ecommerce is becoming embedded into all, with the option to buy from a channel, ad or link

SOCIAL + MOBILE

CONTENT MARKETING

• 80% of business decision makers prefer to get company information in a series of articles versus an advertisement.

• 70% say content marketing makes them feel closer to the sponsoring company.

• 60% say that company content helps them make better product decisions.

Trends by the numbers

Page 7

CONTENT MARKETINGDecision Makers Will Take Action If The Content Is Right

Based a product or technology purchase decision on in-formation I learned from the content

Contacted a vendor directly for more information

Shared the content with my boss

Shared the content with a colleague

Went to a vendor web site for more information

28%

36%

41%

68%

72%

Taken following actions as a result of reading or downloading vendor-supported or vendor-sponsored content :

Almost 1/3 !

CHANGE THE GAME!

• Mobile Consumption and Apps

• Social Media: Facebook, LinkedIn, etc.

• Content Marketing

These game changers impact business and how we market

Take Content Marketing to the next level with Analytics

WHY USE CONTENT ANALYTICS

Meet/Exceed Goals for Building Prospect & Customer Relationships & Sales Pipeline

Confirm Content is Performing to Defined KPIs

• Optimize Sales/Lead Conversion Define strategies for reaching the right audience Provide information prospects want when they need it Determine leads that are sales ready

• Understand What Content Works For what buying cycle/persona For what type of content

WHAT DATA POINTS SHOULD BE ANALYZED

Analyze Data that is Actionable (Don’t Boil the Ocean)

Each Audience is Different. Stats will be Audience Specific

Analyze Two Sides of Data Coin (Implicit, Explicit)

• Initial Email Opens, Clicks, Downloads Web Page Bounce Rate, Referrers, Key Words

• Optimized Are (More) qualified leads generating sales? Is content ensuring leads are moving along buying cycle at expected

pace? What content pieces are most appealing, driving the most results? Are leads following the anticipated buying cycle?

ANALYTICS ENABLES CONTENT OPTIMIZATION

Understand what prospects are interested in

Right Content• Type (Research Report, Blog,

White Paper, InfoGraphics)• Topic (need, solution)

Content to Address Needs• Prospects’ Buying Cycle• Prospects’ Buyer Persona• Prospect's Demographics

ANALYTICS MEASURE CONTENT

• Implicit Email Data includes % Unique Opens % Unique Clicks % CTO % Click to Conversion

• Implicit Website Data includes Unique Page Visits % Bounce Rates % Conversion % Return

• Explicit Lead Data Demographics Landing Page Responses/Interests/usage

What to Measure

ANALYTICS SHOW INTEREST IN SPECIFIC CONTENT• Example1 – Website Lead Generation Highlights Most Attractive Asset Type

if Conversion % is greater for Reports, than develop more research reports/use research reports in lead generation efforts.

WEBSITE LEAD GENERATION

Asset TypeConv %

WhitePapers 4.86Reports

7.80

ANALYTICS SHOW PROSPECT INTEREST

• Example2 – Email A/B Testing Determines Better Topic of Interest If 2 emails are sent to two groups with the only difference being content, the email

that has the highest form conversions indicates which topic has greater interest to your prospects.

Examples

Subject: Build Mobile Applications Faster and BetterAsset Topic 1: Case Studies on Building Mobile Applications

Target Audience: 40000 US based project managers and technical leads

Opens: 2773

Open rate: 7.08%

Clicks: 39

CTR: 0.08%

Leads: 3

Subject: Build Mobile Applications Faster and BetterAsset Topic 2: Delivering Mobile Applications Faster with Agile

Target Audience: 40000 US based project managers and technical leads

Opens: 2750

Open Rate: 6.74%

Clicks: 69

CTR: 0.13%

Leads: 20

ANALYTICS SHOW PROSPECT INTEREST

• Example3 – Form Conversion Determines Most Attractive Asset Type Analyze the form conversion data for campaign members to see what content has

the best consumption rate

Examples

Asset TypeUnique Open %

Unique Click % CTO

Form Conversion %

Analyst Report 9.89% 3.25% 32.89% 61.33%

Analyst Report 9.87% 2.20% 22.31% 54.12%

Case Study 11.66% 1.12% 9.64% 42.86%

Case Study 8.72% 1.24% 14.21% 46.43%

White Paper 12.56% 1.27% 10.12% 34.00%

White Paper 11.39% 1.28% 11.24% 42.50%

White Paper 12.78% 1.39% 10.89% 39.53%

White Paper 12.57% 1.28% 10.18% 25.64%

White Paper 11.16% 2.53% 22.71% 33.33%

ANALYTICS ENABLES CONTENT OPTIMIZATION

The harvested, aggregated data can show What content is driving audience activity Where gaps exist in the content lineup What content or messages need to be optimized.

ANALYTICS DRIVES LEAD MANAGEMENT

Understand what content interests prospects

Optimize next communication(s) to prospect

Optimize how leads advance through buying cycle

ANALYTICS DIRECT LEAD INSIGHT

• Example1 – Nurture Interested Leads Target generated leads for a nurture

program on a topic the prospect is interested in.

• Deliver content based on persona• Deliver content based on

current status in buying cycle

Generated Leads

Topic B Umbrella Track

Campaign B1

Campaign B2

SALES

ANALYTICS DIRECT LEAD INSIGHT

• Example 2 – Page Tags Using Marketing Automation Software page tags and/or Google Analytics,

segment what prospects are interested in what content topics/products. Email the segmented population - instead of entire population. Results:

• Positive Impact to sender reputation which improves deliverability / inbox placement• Prospects do not emotionally ignore communications because they have “learned”

communication is not relevant for them.• Prospects / customers remain engaged with emails/content and your brand/message

Taxonomy 4 interactions in Last 6 Months

Mobility 5,000

Security 3,700

Cloud 7,000Target these leads if sending cloud content email

ANALYTICS DIRECT LEAD INSIGHT

• Example 3 – Lead Routing Transfer MQL or SRL to sales based on content interaction .

• Content is aligned with specific buying cycle/buyer persona• Based on content interaction lead is considered MQL or SRL and turned over to sales

Email

Pickup Asset?

Next Communication in Same Buying

Cycle

First Communication in Next Buying Cycle

No

No

Yes

YesMQL?

Send to Sales

ANALYTICS DRIVES LEAD MANAGEMENT

The harvested and aggregated data Communicate with the target audience interested in a specific

product/topic Providing content appropriate to lead’s buying cycle Show when lead is a MQL or a SRL (Ready for Sales!)

TOOLS GET IT DONE!

• Marketing Automation Software (MAS) Who is interacting with content on site by taxonomy Send leads to appropriate content based on:

• Activity• Buying Cycle• Persona

Combine both implicit and explicit data to:• Optimize Content Usage/Development• Optimize Lead Management

LEAD SCORING IS THE ICING ON THE CAKE

Note: Heavy Reliance on Content Analytics to Determine Lead Score

Dimension Low Points X Medium Points X High Points X

BANTBudget 0 10 20 1

Authority 0 10 1 20

Need 0 10 2 20

Timing 0 10 20

TALK CALL TO ACTIONMost Recent Response 0 x 0 24

CAMPAIGN ACTIVITY PointsDownload Transition Stage 10 1

Download Early Stage 15 1

Download Mid Stage 20

Download Late Stage 25

Unique Campaign Email Open 2 3

Unique Campaign Email Click 3 4

Transaction Cnts

Score 93 Conversion Cap 50Convert? yes

THE GAME HAS CHANGED!

• Content is the Core across Paid, Earned, Owned media

• Content Analytics

Enables Marketing & Sales Funnel Optimization

Quantify -- and qualify -- every dollar spent

• Aggressively unlock the power of all that data through marketing automation software (MAS)

EXTRA READING

http://www.seocopywriting.com/content-marketing/5-ways-to-use-analytics-to-find-content-marketing-opportunities/

http://www.bnj.com/effective-content-measurement-6-steps/ http://www.emediavitals.com/content/how-data-driven-content-marketing-changes

-game