content marketing to build passionate subscribers to your brand - adobe summit 2013
DESCRIPTION
Social and mobile channels have completely changed the speed, efficiency, and ease of consumers engaging with each other. This new engagement now correlates to every aspect of our business and has a tremendous impact on brand. To succeed in today’s digital age, digital marketers need to use content to continually engage their audiences— from the first time we meet them, on through the entire customer lifecycle. The job of marketing is no longer to just acquire customers but to create passionate subscribers to our brands. Learn from Scott Liewehr, President and Principal Analyst for Digital Clarity Group, how to: Develop a content marketing strategy that works for your business Tell a consistent story that engages your customers Determine the right marketing channels to implementTRANSCRIPT
Scott Liewehr, President and Principal Analyst
@sliewehr | @just_clarity
March 7, 2013 at #AdobeSummit
Content Marketing to build passionate subscribers to your brand
http://digitalclaritygroup.com #AdobeSummit | @sliewehr 2
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Let’s talk about engagement… #AdobeSummit | @sliewehr
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“Engagement occurs when a consumer interacts with a brand, and elects to invest in it physically, financially or emotionally.”
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Most valued currency on the web
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“Brands that view the consumer empowerment phenomenon as an opportunity will win.”
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Customer Experience #AdobeSummit | @sliewehr
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“A customer’s holistic perception of a company and its offerings based on all of the customer’s interactions with the company…”
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CXM or
[my preference]
CEM 11 #AdobeSummit | @sliewehr
Great, another acronym… #AdobeSummit | @sliewehr 12
From inside out to outside in § Who are our
customers? § How do we get them
to come to our sites? § What do we want
them to do there? § How do we keep
them from leaving?
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§ Who are our customers?
§ What do they need to do?
§ How can we help them do it?
§ . . . and better than their options?
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If you’re going outside, take a . . .
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Technology is critical
§ C
§ O
§ A
§ T
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ustomers
bjectives
ctions
echology
. . . and last
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After all, it’s all about content, right?
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What is Content Marketing & why should you care?
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Content Marketing is not *new*
…and it’s not all that hard either
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Innovating story, process, channels #AdobeSummit | @sliewehr
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§ Can we make sense of the true nature of Search?
§ Can we drive better traffic? § Can we make a business
case for a retargeting network?
§ Can we make PPC better?
Pay Per Click ads 24 #AdobeSummit | @sliewehr
Our Software Is Great www.company.com Customized Software for the enterprise Get A Custom Demo!
Be A Superhero www.company.com True software success. Free Guide - To Build The Business Case.
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Retargeting can work 26 #AdobeSummit | @sliewehr
§ Can we make PR really work for marketing?
§ Can we bring the “relations” back to Public Relations?
§ Can we tell human stories, not make canned releases?
§ Can we make PR better? Public Relations 27 #AdobeSummit | @sliewehr
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§ Can we stop chasing our own “long tail”?
§ Can we create beloved content, and in turn gets the Google love?
§ Can we write stories that engage rather than settle bar bets?
§ Can we make SEO better?
Search Optimization 30 #AdobeSummit | @sliewehr
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FOCUS: Sharable content; engaging, passionate topic Work on developing deeper engagement. Less content | Higher Quality One Year Later – Results: Web traffic: -30% Engagement: +150% Inbound Links: +40% Social Sharing: +100% Sales: +350%
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§ Can we create more valuable customers?
§ Can we make it easier to retain/upsell customers?
§ Can we create customers who will defend our brand?
§ Can we make Customer Retention better? Customer Retention
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What we’ve learned about the process of Content Marketing over 12 mos…
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§ Most organizations are siloed, now even within Marketing.
§ Most organizations are starting to transform their marketing groups.
§ B2C and B2B processes are more different than they might first appear.
§ Marketing doesn’t want more technology.
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Create & Manage
OpFmize, Aggregate, Curate
Converse & Listen
Measure & Learn
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§ The key is utilizing fast moving technology to de-silo the PROCESS, not the team.
§ Collaborative roles and processes created to facilitate better communication.
§ Alignment of governance, measurement and goals. Different for B2B and B2C.
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Create & Manage
OpFmize, Aggregate, Curate
Converse & Listen
Measure & Learn
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The Content Marketing team Typical roles within your existing team…
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Chief Content Officer
Managing Editors
Content Producers
Chief Listening Officers
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Content Creators
§ Most vendors and agencies think of enterprise marketing as one big team. It’s so not.
§ Big gaps in capabilities are being filled by freelancers and agencies (but not for long).
§ Startup technologies are providing point-solutions to fill technology gaps.
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Create & Manage
OpFmize, Aggregate, Curate
Converse & Listen
Measure & Learn
This has created a mess…
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Web Social Social CRM Brand E-Mktg
Owns: Web Site & Optimization Measured: Traffic SEO Leads
Owns: Facebook Twitter Measured: Engagement
Owns: CRM Twitter Measured: Not
Owns: TV Measured: Awareness
Owns: Blog Social Content Measured: [Working On It]
§ Content Strategy Not Aligned. Web, Social, PR, eMarketing… § Measurement Not Aligned (in fact, conflicts) § Process and tool silos emerging, questions on WCMS
PR
Owns: PR Content NewsRoom Content Measured: PR
Case study: Top 5 Insurance Co.
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Case study: Top 5 Insurance Co. Examples of the “stuff” that’s not getting done…
§ Content Strategy = Where should they DO content marketing? Website? Resource Center? Blog? Microsites?
§ Editorial guidelines and enforcement (Writers / Editors)
§ Social Governance (Social Team failing…slowly)
§ Content collaboration and curation (NewsRoom shifting)
§ True content repurposing across channels (Blog flailing)
§ Writer collaboration and ratings (14 external agencies)
§ Mis-aligned measurement for content and marketing
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Case study: Top 5 Insurance Co. § Re-alignment of
marketing to Content Marketing
§ Building content strategy around eMarketing
§ Hiring: Writers, editors
§ Deploying: Editorial
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Unified Content
Technology
Social Brand Team
Social CRM
Brand Team Web Team
eMarkeFng
Public RelaFons
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So, what are you waiting for?
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The bar has been raised… #AdobeSummit | @sliewehr 45
…but you have all the tools #AdobeSummit | @sliewehr 46
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“With great power comes great responsibility.”
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Thank you
Scott Liewehr | @sliewehr Digital Clarity Group | @just_clarity [email protected]
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