how to develop a content strategy to turbocharge your inbound marketing

Digital Marketing WebinarHow To Develop A Content Strategy To Turbocharge Your Inbound Marketing

March 20, 2015 | Raghuram S (Founder,Director, Founder, Director and CEO of Aspect9 Consulting Pvt. Ltd)

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Aspect9 DIGITAL is a part of Aspect9 Consulting Pvt. Ltd. © 2015 All Rights Reservedwww.aspect9digital.com Slide 2 of 14

HOW TO DEVELOP

A CONTENT STRATEGY

TO

TURBOCHARGE

YOUR

By - Raghuram S March 2015


Inbound... eh?

CLASSIC / TRADITIONAL / OUTBOUND

CLASSIC / TRADITIONAL / OUTBOUND INBOUNDINBOUND

84% of 25-to-34 year olds have left a favourite website fed-up with intrusive or irrelevant ADs

200+ Americans have registered on the Do Not Call list

Nearly 90% viewers skip TV commercials

91% of email users have unsubscribed from a company email that they previously opted into

44% of all email is never opened

Inbound Marketing Generates More Than Twice as Many Leads as Outbound

Inbound costs 62% less per lead than traditional marketing

67% of B2C companies and 41% of B2B companies have acquired a customer through Facebook

57% of businesses have acquired a customer through their company blog and 42% have acquired a customer through Twitter

56% of companies using Inbound marketing increased their lead generation by at least 50%

Pic source: joejack.com and jongpeddie.wordpress.com


Sample case studies

In 2012, Dollar Shave Club spent $4,500 on a video that got them 9.5 million views, 23,000 followers on Twitter and 76,000 Facebook fans and 12,000 new customers in 2 days.

In 2013, Unilever piloted a content marketing program for Knorr, Hellman’s and Surf. Improved time of production, distribution and overall increase in digital content volume resulted in an estimated $10 million in annual savings (if applied across the entire

organization).

In 2012, A how-to trouble shooting guide written by a user, posted by Sony (to resolve an issue with a

particular TV model), attracted 42,000 visitors in one week to their European online community website resulting in $350 K savings calculated based on reduced customer calls to their European call centre.

In 2007, Lauren Luke ‘s (a Taxi Dispatcher) “how to” YouTube videos made her bigger than Estee Lauder. In 2009, ‘Sephora’ launched her signature cosmetics line in 135 stores across the USA and Canada. (‘Panacea81’ has 559,025 subscribers while 'Estee Lauder' has only 15,689 subscribers Mar 2015).

In 2013, Exotel produced blog posts, YouTube videos and SlideShare presentations.In 1 year, they saw a 1000% increase in website visitors. Their weekly traffic is 10X compared to the same period last year, thanks to Inbound marketing.

... Inbound works!


content

CREATION

Blog platformebrochureswhite paperscase studiestestimonialsWebsiteslanding pagesmobile appebookpresentationsinfographicsresearch reportse-magazines / ezinesPodcastsgames / gamificationnewslettersmicrositesQ & A forums... etc.

tweetsPostswebinarshashtagscommentsboardspinsupdatesstatuscaptionsnews feedsRSSSEOchannels (eg.Youtube)... etc.

Hello ‘inbound’ world!

content

ANALYTICScontent

DISTRIBUTION

LeadsROIsubscriptionsfollowersdownloadsfanspage viewsvisitorsretweetsfavouritesupvoteslikessharesratingrankingreputation... etc.

C o n t e n t S t r a t e g y


Survey by Content Marketing Institute in 2014 (5,000 marketers - 25 industries - 109 countries)

Relevance of content strategy?

NO

YES

B2B marketer’s usage of content marketing

In 2013, 91% of B2B marketers said they used

content marketing

Most EffectiveRespondents who rated their organization’s use of content marketing as 4 or 5 in terms of effectiveness

Least EffectiveRespondents who rated their organization’s use of content marketing as 1 or 2 in terms of effectiveness

Scale of 1 to 5:

1 = “Least Effective”

5 = “Very Effective”

60% of those who had a documented strategy rated themselves highly in terms of content marketing effectiveness, compared

to 32% of those who had a verbal strategy


Goals and objectives

Pitfalls to avoid:

1. Focussing only on sales and marketing functions2. Not including ALL relevant stakeholders3. Being indecisive or frequently changing goal statements

Head count, Product road-map, Revenue, Market (Geography), Market (Domain), NPS, Brand awareness, CSR

Business goals1

Minimum effort, maximum gains.Diversity in goals Top 3 goals

2

Specific - Measurable - Achievable - Relevant - Time bound.Volume, Turnaround, Productivity, Quality

SMART ‘Inbound’ goals3

C o

n t

e n

t S

t r

a t e

g y

haaalp!!


Who do you want to reach?

Pitfalls to avoid:

4. The “we’ve done it already” syndrome5. Skimming the surface / Not going down deep

Buying decision patterns, Decision

maker’s influencer/sBuyer personas

6

‘Inbound’ owners5

Business owner = ‘Inbound’ owner

Target audience4Employees, Domain thought

leaders, Industry Influencers, Publicity / awareness platforms,

Prospects, Customers

C o

n t

e n

t S

t r

a t e

g y

aah!!


What are the touch-points?

Pitfalls to avoid:

6. Rushing through since it is hard to see a direct ROI co-relation

Delivery cycle8Client FAQs,

Compliances, Processes, Account

farming, Org culture

Sales cycle7

Prospect FAQs, In-house SMEs, Employees, 3rd parties

C o

n t

e n

t S

t r

a t e

g y

oye!!!


Which message for whom?

Pitfalls to avoid:

7. Selecting too many or too few

Assets to personas10Relevance, timing, tone

depth and volume of content

Asset types9 One-time assets

Recurring assetsProspect FAQs, In-house SMEs, Employees, 3rd parties

C o

n t

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g y

%%$#@@


How will the message reach them?

Pitfalls to avoid:

8. Biased towards what one can do, versus what one should do9. Focusing on quantity rather than quality

Reality check: Budget, Cost, Time, Capability

Adjust ‘Inbound’ goals13

Talent identification12

In-source versus out-source.Execution owners

Asset volumes11

How much of what?

C o

n t

e n

t S

t r

a t e

g y

Huh??


When will the message reach them?

Pitfalls to avoid:

10. Allocating too much time to the ‘process’11. Over delegation

Distribution process15

Content CalendarService Level AgreementsSIPOC chartsProcess MapsFMEA chartsBiz. Contingency Planning

Development process14

Project plansService Level Agreements

SIPOC chartsProcess MapsFMEA charts

Biz. Contingency Planning

C o

n t

e n

t S

t r

a t e

g y

oh??!!


Would the result meet objectives?

Pitfalls to avoid:

12. Expecting too much too soon

Analytics16

Mapping results to goalsAnalytics tools

ReportsTest plans

Check-points

C o

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t S

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a t e

g y

oops!


Execution time

This is when the rubber hits the road

Q & APic source: wallpaper-kid

in.linkedin.com/in/raghurams/

raghuramonline.blogspot.in/

Quora.com/Raghuram-Sitaram

twitter.com/raghuramonline


Source and reference material:2011 - http://mashable.com/2011/10/30/inbound-outbound-marketing/2010 - http://www.theguardian.com/media/2010/aug/24/tv-advertising2014 - http://digitalmarketinginstitute.com/blog/inbound-marketing-generates-twice-many-leads-outbound2013 - http://blog.hubspot.com/blog/tabid/6307/bid/34209/93-of-Companies-Using-Inbound-Marketing-Increase-Lead-Generation-New-ROI-Data.aspx2011 - http://www.getspokal.com/top-11-most-powerful-content-marketing-examples-by-small-businesses/2015 - www.altimetergroup.com/pdf/reports/Content-Marketing-Performance-Altimeter-Group.pdf2013 - http://percolate.com/clients/unilever2015 - http://enveritasgroup.com/2015/03/06/how-content-marketing-can-help-grow-your-small-business/2012 - http://marketingland.com/content-marketing-measure-978922014 - http://exotel.in/blog/inbound-marketing-content-attract-customers/2015 - http://www.sensiblemarketing.com/blog/100-b2b-content-marketing-statistics-for-2015Research and white papers at Aspect9 Consulting Pvt. Ltd.

Raghuram SFounder Director - Aspect9 DIGITAL

[email protected]

in.linkedin.com/in/raghurams/

raghuramonline.blogspot.in/

Quora.com/Raghuram-Sitaram

twitter.com/raghuramonline

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