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Content as a ServiceAn Emerging Strategy for Deeper Customer Engagement

Content Marketing Institute & Google Trends, 2013

Content (marketing) is king…

100

80

60

40

20

2007 2009 2011

“Content Marketing” Dominates Search in United StatesC

onte

nt M

arke

ting

Nat

ive

Adv

ertis

ing

Con

tent

Str

ateg

yC

usto

m P

ublis

hing

Inbo

und

Mar

ketin

g

“Custom Publishing”Takes An Early Lead

“Inbound Marketing” Makes Strong Showing

“Content Marketing”Enters Scene

“Content Marketing”Gaps Up, Increases Lead

86%* of marketers use content marketing

*Among B2B Marketers, Content Marketing Institute, 2015

14%No

86%Yes

Content (marketing) is king…

70%* plan on creating more content in 2015


4%

43%

5%

27%21%

Significantly More

More

Same Amount

Less

Unsure

And the trend continues unabated

“Content marketing is the only marketing left.” Seth Godin

Content marketing – great concept…

but is it effective?

Yes, but we can do better…

62%*say their content marketing is neutral or ineffective at meeting their objectives…



Very Successful 5

4

3

2

Not at all Successful 1

We do not Track

5%

16%

33%

21%

10%

15%

0 10 20 30 40 50

Only 21%* successfully tracking ROI

Customer Barriers

Content consumption (& clutter) at an all time high

11

There’s a limit to how much content people can process

People are very selective with their attention

13

Organizational Barriers

14

Among B2B Marketers, Content Marketing Institute, 2015

Producing Engaging Content

Producing Content Consistently

Measuring Content Effectiveness

Producing a Variety of Content

Lack of Budget

Gaps in Knowledge and Skills of Internal Team

54%

50%

49%

42%

41%

34%

0 10 20 30 40 50

Finding Trained Content Marketing Professionals

Lack of Integration Across Marketing

Lack of Buy-in/Vision from Higher-Ups

Technology-related Challenge

32%

30%

29%

20%

40 50

Creating great content is hard

Securing budget is always a challenge

Siloed teams and entrenched cultures don’t help

Integrating content across channels takes effort

Print

Mobile Broadcast

Web

Direct Mail

Native Advertising

Social Media

Email

Brand Partnerships Integrated

Multichannel Marketing

But, the biggest barrier to effective content marketing is…

Content = Marketing

Content = Marketing Content = Advertising

Content = Marketing Content = AdvertisingContent = Promotion

Content = Customer Service

New Rules for Content Marketing

24

New Rules for Content Marketing as a Service

25

1. Put the customer at the heart of your content strategy

Challenge the impulse to lead with brand…

Steal a page from consumer marketing

Take a cue from customer support communities

Engage customers through storytelling

2. Understand (deeply) your customers’ needs and wants

Behaviors

Thoughts Emotions

Dig deep to uncover the real drivers of customer behaviors…

Challenge your assumptions about your customers...

They are not as rational as you think

• Goals, wants and fears?• Treatment journey and barriers?• Emotional needs?• Informational needs?• Learning style?• Media preferences?

Start with the right questions

HEADSHOT “I have been on an insulin pen for several years but I often forget to inject myself as directed by my doctor. Now my doctor is telling that the pen is not best for me and is recommending an insulin pump.”

Key Characteristics• 58 years old• Diagnosed with T2 diabetes at 44• On diabetes meds since late-40s • Started insulin pen therapy 3 years

ago

Tech

Com

fort

Activ

ity L

evel

5

4

3

2

1

Attributes

GOALS SUPPORT NEEDS CONCERNS• Perceives pumps as

complicated• Fear of weight gain• Covering the cost of

the pump and ongoing supplies

• Maintaining healthy sugar levels

• Staying healthy for her family

• Juggling family and work commitments while managing her diabetes

• Staying active in her community and church

• Support with insulin compliance

• Maintaining a healthy lifestyle

• Keeping a balanced diet

• Coping with the emotional impact of her disease

Com

mitm

ent

Fin. M

eans

Uncontrolled Patient

Put your customers in context

Origination InformationGathering Decision Treatment Advocacy

Disease state awareness

Brand awareness Brand acceptance

Brand compliance and

persistency Brand participation

Disease state education

Brand awareness Brand preference Brand loyalty

Brand discussion

Map their unique treatment journey

Patient

HCP

FocusDisease State

Awareness

FocusBrand

Preference

Identify the centers of gravity

Brand awareness Brand acceptance

Brand compliance and

persistency Brand participation

Disease state education

Brand awareness Brand loyalty

Brand discussion

Patient

HCP

Origination InformationGathering Decision Treatment Advocacy

3. Deliver credible, relevant and unbiased content

Cleveland Clinic’s Heath Hub

NYU Langone’s Doctor Radio Station

Text4baby Service

4. Engage customers with empathy

Mayo Clinic’s “Sharing” Site

Always “Like a Girl” Campaign

P&G’s “Thank You, Mom” Campaign

5. Use different content strategies based on customer needs

How to Content

Intelligentsia Coffee Brew Guides

Shareable Videos

Callaway GolfOffice Golf Tips

Crowdsourcing & Curation (Customer)

Random HouseLiterary Inspiration on Pinterest

Crowdsourcing & Curation (Employees)

IntelIQ Innovation Everywhere Blog

Brand Building

GEGE Reports Multimedia Technology Blog

Content as a Service Action Plan

Define content objectives

Set and document your content strategy and phases

Identify content partners

Define the content marketing eco-system and promotional plan

Specify KPIs and metrics

Launch, measure, evaluate and optimize

Thank You

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