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#TTGTSummit | www.techtarget.com/ForMarketers
Maximizing the effectiveness of your
enterprise content engine
Courtney Kay, Vice President Field & Product Marketing
Leveraging Marketing
Intelligence in Content
Planning
The paradigm shift: the journey
Online ROI Summit | © TechTarget 2
645 minutes per day spent
with media by the
average individual1
9 number of assets, per
person, downloaded
during the buy cycle2
52% of our most active
buyers consume 6+
content pieces per day3
Seller control to buyer control
Sources: 2 eMarketer; 2 SearchAdvisory; 3 TechTarget Media Consumption;
Your prospects
are seeing &
consuming
more….
… and they’re
doing it without
talking to your
sales teams
The paradigm shift: the journey
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70% completed
portion of the
buy cycle
without vendor
input1
Seller control to buyer control
Source: 1 Sirius Decisions
IT Deal Alert™
Qualified Sales
Opportunity
1
Storage
E-Zine
6
Vendor
White Papers
14
Editorial
Guides
IT Deal Alert™
Top 200 Account
#55 from #426
28
IT Community
Page Views
1
Vendor
White Paper
25
Editorial
Articles
1
Vendor
Podcast
1
Storage
E-Zine
The paradigm shift: the journey
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February
April June
July
Purchasing a backup solution
within the next 3-6 months &
requests vendor contact
A large car
manufacturer with an
active backup project This project resulted in
over 240 brand touches
before being qualified.
- 147 editorial
display interactions
and/or views;
- 56 social display
interactions and/or
views;
- 29 editorial content
downloads; and,
- 8 vendor content
downloads
24
Editorial
Articles
The paradigm shift: the leads
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Generation to engagement
Sources: 1Gartner, 2SilverPop/DemandGen Report; 3CMO Council & Netline; 4Forrester Research; 5DemandGen Report; 6The Annuitas Group
What the
organization
of 2017 will
look like…
The paradigm shift: the organization
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Sales responsibilities to marketing
Source: Heinz Marketing, 2013
The “New” Marketing
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Old paradigm New paradigm
With sales influence slipping, content [the right
content & plan] is more critical than ever before
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47% 13 5
of CMOs allocate
25%+ of their budget
to digital, next year
66%1
tactics being used by
B2B marketers
to market their
content2
number of social
media sites B2B
marketers use to
distribute content3
64% 36% 91%
note that producing
enough content is
their #1 challenge2
believe they’re
effective at
content marketing2
adjust content at
least once based on
persona inputs2
Sources: 1 Accenture; 2 CMI & MarketingProfs; 3 Custom Content Council
Building a comprehensive content plan
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1. Defining your
content marketing
strategy
2. Effectively
targeting your
content
3. Maximizing your
content
engagement
Building a content strategy
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• Setting
goals
• Generating
ideas
• Identifying &
plotting content
Strategize: defining goals
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- Education
- Thought leadership
- Product launch
- Competitive de-
positioning
- Customer acquisition
- Positioning for
acquisition
- Benefits marketing
- Community building
- Website traffic
Set your content goal(s)
What
you do
How you’re
different
Who
You help
The
Content
Need
1
3 2
Key considerations
of a content goal
Strategize: constructing personas
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Must-haves
- Authority
- Challenge(s)
- Goals
- Demographics
- Firmographics
Nice-to-haves
- Triggers
- Pain Points
- Content Preferences
- Media Preferences
Build reasonable personas
Strategize: generating ideas
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Campaign Performance
Market Trends and Research
Content Popularity
Competitor Positioning
Customer Feedback
Identify/Follow Industry Experts
Target audience…
Use your resources campaign, content, market
and client intelligence can all
contribute to idea generation
IT Community Discussions
Image Source: Barn Raisers
Search & Keyword Trends
Strategize: generating ideas
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Company stakeholders…
Features Product Managers
Competitive Differentiators
FAQs Customer Service
Mergers & Acquisitions Corporate
Strategy Executives
Sales Wins Direct Sales &
Channel Partners
Image Source: Barn Raisers
Look inside the business you have lots of credible content
originators all around you
“Intelligence” for idea generation
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Google Keyword Search Google Adword Search Website Top Content (web analytics tool) Market Research (analysts, publishers, research firms etc) Target Audience Discussions (online IT communities) Campaign and Content Performance (publishers)
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Marry ideas with milestones
Image Source: Barn Raisers
Find the sweet spot list of content ideas that
marry what they want to
hear with what you want
to say
Strategize: generating ideas
Strategize: building the calendar
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- Add business/industry events
- Select monthly themes
- Incorporate primary topics
- Fill in the gaps with
secondary topics
- Include all pertinent ideas:
goal, topic, author, persona &
suggested type
- Revisit frequently to manage
and optimize
Plot content selections to stay organized
Free Templates:
Google Docs, Hubspot, & CMI
Strategize: content selection
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Low
Moderate
High
Investment Level
Source: Eloqua
Strategize: content selection
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Prioritize content type by persona
N= 269
Source: TechTarget Media Consumption
Content popularity by title
(North America)
Strategize: content selection
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Prioritize content focus by persona
Content focus by role and
title (North America)
N= 260;; N= 187
Source: TechTarget Media Consumption
Effectively targeting your buyers
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• Finding your
buyers
• Prioritizing
channels
Target: finding your buyers
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Channel popularity
(North America)
N= 269
Source: TechTarget Media Consumption
Understand where they are
Target: finding your buyers
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Understand where they are in each buy cycle stage
Channel popularity at each stage
of the buy cycle (North America)
N= 269
Source: TechTarget Media Consumption
Awareness Consideration Decision
Target: prioritizing placements
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Articles Webinars Press Releases
Viral Videos White Papers ROI Calculators
Curated Lists Data Sheets Trend Reports
Infographics Analyst Reports Feature Guides
Quizzes & Widgets Demo Videos in-Person Events
E-Books Case Studies
E-Newsletters Reference Checklists
Interactive Demos Pricing Guides
Testimonials
IT publisher websites IT publisher websites Online IT communities
Business websites Business websites Vendor websites
Online IT communities Online IT communities Social networks
Social networks Social networks IT publisher websites
N= 269
Sources: Eloqua & TechTarget Media Consumption
Top 4 online channels
by buy cycle stage
Maximizing your engagement potential
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• Getting the
most out of
your content
• Enabling
content to
drive
engagement
Engage: getting the most out of your content
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Reinvent premium content
Streaming
becomes
podcasts & a
transcript(s) E-Books or long
form white
papers become
chapters
Engage: getting the most out of your content
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Repurpose content
as blog posts,
community updates
& site articles,
promote through
newsletters
Repurpose & promote through owned channels
Engage: getting the most out of your content
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Distribute through paid & social platforms
Promote content
mix through
social & paid
channels
Enable content to drive engagement
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Incorporate more prominent, content-rich CTAs
Putting it all together
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Goal, idea and content selection
Social
Outreach
Social
Outreach
Blog
posts
6
White
paper
segments
5
Direct
Client
Outreach
Social
Outreach
Putting it all together
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Video
segments
6
White
paper
1
19 pieces of content
produced to date
Content production & distribution (campaign 1)
352 views solely from
social/ direct client
outreach
Putting it all together
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Production Tasks Hours
Filming 1
Video review and cut sheet 2
Video editing 3
Transcript editing 6
Template creation 4
Asset creation 4
Chaptering/linking 2
Posting, copy, & distribution 1
Blog posts 8
Total Time Invested 31
Tool Cost
Transcription (Cinchcast) $152
Visual production (PowerPoint) $0
Total Cost $152
Breaking down the investment
19 assets for $152
Putting it all together
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41.6% reengagement
rate
6.75 interactions per
engagement
Enabling the content to drive engagement
Parting thoughts…
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1. Take the time to build your
content marketing strategy
- Leverage intelligence from
inside & outside
- Diversify content types to
touch personas/stages
2. Understand what content
resonates on which mediums
- Adjust the message for each
medium
- Prioritize placements by buy
cycle stage
3. Maximize each content
investment you make
- Repurpose content
- Enable your content to drive
deeper engagement
Content Marketing Content I Consume…
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● Publications with good content marketing coverage
- MarketingProfs, Content Marketing Institute,
MarketingSherpa, B2B Magazine
● Vendors with good content
- Eloqua, Marketo, Kapost , Curata
Courtney Kay
@CourtneyLKay
36
Questions?
Thank you
© TechTarget