maximise your content marketing investment

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Post on 26-May-2015




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88% of marketers invest in content marketing but only 42% of those content marketers have a documented content strategy in place. LEWIS PR and Adobe recently hosted an exclusive webinar to help content marketers maximise their investment. Here are the key takeaways, with tips on how to develop an effective content strategy, leverage your in-house experts, produce engaging content and measure your efforts.


  • 1. WEBINARMaximise Your Content Marketing InvestmentWith guest speaker:

2. PANELRichard VerbeekGeneral Manager,LEWIS PR BelgiumSimon MorrisDirector of Demand MarketingEMEA, Adobe SystemsDaniel BlankHead of LEWIS PulseGermanyFreek JanssenContent Director,LEWIS PR 3. CONTENT MARKETING IN 2014Accounts for31% of totalmarketingbudgetBiggest challenges:1. 46% say biggest challenge is producing enoughcontent2. 44% say its producing engaging content3. 28% say its the inability to measure contenteffectiveness88% ofmarketers usecontentmarketingOnly 42% ofmarketers havea contentstrategyOnly 48% ofmarketers saytheir efforts areeffective5 4. POLLWhat is your biggest content marketing challenge?1. Engagement = 45%2. Lack of time and resource to produce enough content = 35%3. Measuring ROI of content marketing = 20%6 5. CONTENT MARKETINGContent marketing is a key marketing tactic for both B2B and B2Cmarketers yet there is often a lack of a solid content strategy behindthis activity.For content marketing to add real value and achieve business impacta content strategy and effective measurement programme are key. 6. POLLWhat percentage of your total marketing budget is allocated to content marketing?1. 0 10% = 27%2. 10 20% = 27%3. 20 30% = 18%1. None = 18%1. Over 30% = 10%8 7. CONTENT STRATEGYDeveloping and implementing your content strategySimon Morris, Director of Demand Marketing EMEA, Adobe SystemsSimon is responsible for driving awareness and demand across EMEA for boththe Adobe Creative Cloud and Adobe Marketing Cloud.Prior to joining Adobe, Simon was Vice President of Global Marketing atClickSoftware, the leading global provider of service and workforce managementsolutions. 8. CONTENT STRATEGYAlign content marketing objectives with overall business strategyAre you developing content to: Raise brand awareness? Increase engagement with target audience? Increase conversion? Enhance SEO? Generate sales leads? Position your brand as a thought leader? 9. 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11 10. Adobe | launched to improve Adobes brand leadership position in digital marketingGoals/objectives: Create a premier destination for digital marketing insights, expertise and conversation Become a must-visit resource for help and how-to guidance in going digital Instill a preference for Adobe for both our products and POV Establish as a best practice for content marketing and showcase of Adobe technologyStrategy: Provide senior marketers with inspirational content and help/advice, rather than sell Adobe products/services Tailor content CMO Europe introduced to become more relevant with European audiences Evolved from entirely curated site to providing a balance of original and curated content Hired former journalists to write tailored content and sourced content from CMO community 11. Insight, Expertise & Inspiration 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.13 12. Whats working?Give It Up ForTheCommunity 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13. Adobe | CMO.comLeveraging the CMO community: Key element of CMO.coms strategy was to provide a platform for other smart marketers, to generateoriginal content from sources outside the in-house content team The interview introduced as a regular feature senior marketing executives interviewed on arelevant subject Have interviewed hundreds of CMOs and senior marketing execs, resulting in valuable content thatsupports overall business objectives Cost-effective way to generate high quality content thats relevant to our target audience, build keyrelationships with industry experts and engage the community 14. CONTENT STRATEGYMapping out your key objectives/goals will provide clarity of purpose which helpsenormously when thinking about the tone of voice, how frequently you will publish content,content formats and channels, the in-house experts you have to use as contentcontributors and the key metrics you will measure against.To help inform your content strategy, think about your target audience; map yourbuyer personas and customer journey. Think about demographics, buyer behaviour,habits, interests, and so on, and how you want them to interact and engage with yourcontent. 15. CONTENT STRATEGYYour content strategy should be informed by competitor research. How can you deliversomething different to your competitors? How frequently are they producing contentand which channels are they using?Create a central editorial calendar include new and existing content to recycle,upcoming events, key dates, industry developments, bank holidays etc.Regularly review and update your content strategy in line with key trends anddevelopments, to ensure youre maximising your investment. 16. today 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.1860/40 ratio ofcurated vs.original content~23K+ subscribers,~105K MUVs,~170K+ page viewsper monthRecognized by Forbesas a top digitalmarketing site; by CMIas an epic example ofcontent marketing37K+ Twitterfollowers, 1KFacebook fansTwice weeklyNewsletters: Top 10Insights & News InReviewStrongfoundation ofindustryawareness; avalued contentpipeline andmedia partner 17. BRAND AMBASSADORSLeverage brand ambassadors: Make the most of your in-house experts Ask them to deliver stories based on theirspecialist subjects Incentivise staff with recognition and rewardprogrammes to engage them Encourage staff to share content via theirsocial channels to maximise reach 18. ENGAGEMENTProducing sharable content that engages your target audienceDaniel Blank, Head of LEWIS Pulse GermanyDaniel leads LEWIS Pulse, the digital marketing arm of LEWIS PR, operations inGermany. LEWIS Pulse provides strategic social media consulting, digitalmarketing and content marketing support for clients.Daniel previously served as Director of Edelman Digital in the German market. 19. POLLWhich channels do you use most to share content?1. Social media = 70%2. Email = 65%3. Website/blog = 50%4. Print publications = 15%21 20. ENGAGEMENTUse the right channels and tailor your approach Social media channels are most important traffic drivers for any online content hub(website, blog) according to numerous studies Social media should be at the core of your engagement strategy Dont use every channel and tactic possible for the sake of it be selective and targeted toimprove engagement levels Isnt a one-size fits all approach choose the right channels to distribute content accordingto the preferences of your target audience 21. CHANNELSWhich social channels are your target audience mostengaged with? Or, are they more likely to consumecontent via more traditional offline channels, such asnewspapers or trade publications?Identify which channels are the most effective for your target audience.Email and e-newsletters allow cost-effective targeted outreach to audiencesegments with greater personalisation. 22. CHANNELSBut, remember - these social channels can only be an effective way for sharingyour content when you dont see them just as push-channels for your contentmarketing, but leverage them to their full potential.Embrace their spirit and techniques, use them for direct engagement anddiscussion and above all: understand them as an equally important part of youroverall marketing mix. 23. CHANNELSKey example Use your Twitter account to actively engage with stakeholders and experts, share newsrelevant to your industry and discuss or give opinions on current events and developments. Your audience will continuously grow and more importantly, they will see you as a valuableand trustworthy source of information. Hence when you share content from your blog or website, it will spark much moreengagement and interest. 24. ENGAGEMENTThree key factors to get right to create agood level of engagement: Relevancy of your story Channels you use to engage Format of your contentFollow the PURE rule to make sure yourcontent is on point: Personal: from I-perspective, profile Urgent: does it add to the discussion? Relevant: do your readers like this? Engaging: does it encourage interaction? 25. ENGAGEMENTUse your buyer persona and customer journey insight to help map out whatpeople find interesting and relevant, depending on where they are in theirjourney.This is critical and will help elevate your content and in turn your brandawareness and brand loyalty above that of your competitors. 26. MEASUREMENTMoving beyond standard metrics to gain actionable insightFreek Janssen, Content Director, LEWIS PRAs Content Director, Freek is strategically involved in campaigns with a focus ononline content.He helps clients develop and implement their content strategy includingcommunity management, content development and optimisation and blogtraining. 27. POLLHow do you measure the effectiveness of your content?1. Social media shares = 82%2. Website traffic = 78%3. Leads generated = 56%4. SEO = 12%5. Inbound links = 8%29 28. MEASUREMENTIt is estimated that onlyaround one third of contentmarketers are measuringthe results of their efforts tothe bottom line.Why is this?Lack of strategy and goals?Lack of knowledge on how andwhat to measure? 29. MEASUREMENT A lack of clear goals makes it difficult to set KPIs Most content marketers focus on standard metrics such as web traffic, social media shares,follower growth on social channels and inbound linksGoals? Traffic Shares Links Fans 30. MEASUREMENTReal insights come when you are able to identify where website or blog visitorscome from, what they do on your site, and eventually identifying them in someway so you can feed their behaviour into a CRM system.The last step of identification could be as easy as sending people an emailthrough a marketing automation platform. Once they click on a link, they will berecognised