the future of content marketing: how to rise (and stay!) above the noise
TRANSCRIPT
#ContentSuccess
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Michael Gerard: @michaelgerard
#ContentSuccess
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The Changing Role of Content
• 70% of executives said they rely more on content than they did a year ago when research
• The majority of respondents have used 5 different content types when researching
• 90% of executives feel overwhelmed by the amount of content available
• 65% said they would like to see vendors stop overloading content with text-heavy pages
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PanelistsMODERATOR:
Andrew GaffneyEditor, Demand Gen Report
Maggie Jones,Content Marketing Specialist,
Marketo
Michael Gerard,
CMO,
Curata
The Future of Content Marketing:
How to Rise(and Stay!) Above
the Noise
Maggie Jones
Content Marketing Specialist, Marketo
@maggiejonezzz
The Future of Content Marketing:
How to Rise(and Stay!) Above the
Noise
#ContentSuccess
March 20, 2014
Michael Gerard, CMOTwitter: @michaelgerard
Content Marketing 2014
• What content marketing staff & process
changes will take place in 2014?
• What’s a best-in-class content marketing
mix?
• How can I better leverage technology?
37#ContentSuccess
State of Content Marketing:
“Full Steam Ahead!”...
38Source: Curata’s 2014 Content Marketing Tactics Planner
• Strategy• Priorities: More leads, engage buyers, build
brand awareness
• Top challenges: More... staff, budget, content
• Investment – Increasing• “30% of (2013) marketing budget spent on
content marketing.” - MarketingProfs and CMI
• “71% of marketers will increase content
marketing $ in 2014” – Curata
• Content – Increasing Production• “73% of B2B content marketers are producing
more content than they did 1 year ago.”- MarketingProfs and CMI
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But Be Careful Following the Herd
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• Strategy: Work in process
• Investment: Blind ambition
• Content: Quantity is everything
Content Marketing 2014:
Organizational Changes
40
1. Hire a Content Marketing Lead
2. Build a Team
3. Align Internally
Ed Youngblood
Director of Content Strategy
Enterprise Group, Alcatel-Lucent
Noriko Morimoto
VP Brand and Content Marketing
Zipcar
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Map out Your Content
Supply Chain
Drive Innovation in
Content Development
Align Content with
Buyers
Content Marketing 2014:
Process Changes
Content
Strategy
Content
Development
Asset
Development
Distribution
(publish,
promote)
Analysis
Content
Pyramid
Content Pyramid:
http://bit.ly/CMpyramid
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Content Marketing: The process for developing, executing and
delivering the digital content and related assets that are needed
to create, nurture and grow a company's customer base.
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Syndicated Content3rd party content published in
full form on your digital property
that has already been published
on another site.(paid or unpaid
model)
Created contentOriginal content authored on
behalf of your organization.
(internally or externally sourced)
Curated contentPortions of 3rd party content
published on your digital property
that have been contextualized
(e.g., annotated, commentary
added) for your audience.
Definition of Content Marketing
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Content Marketing Barriers to
Success
External: Most content
is in our own voice.
Buyers demand more.
Internal: “We can’t create
enough content every week!”
#CurationRockstar
STOPEGOCENTRIC
MARKETINGTM
11
http://bit.ly/StopEgoMktg
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45
What will the Content Marketing
Mix be for Leaders in 2014?
Q. What is your [desired] content marketing mix for each type of content?
Created Content
65%
Curated Content
25%
Syndicated Content
10%
0%
#ContentSuccessSource: Curata’s 2014 Content Marketing Tactics Planner
46
“Content curation is when an individual (or team) consistently
finds, organizes, annotates and shares the most relevant and
highest quality digital content on a specific topic for their target
market.”
-Curata
Content Curation Defined
Curation 101 Webinar
http://bit.ly/curation101webinar
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Have you ever…
Published a “best of” post?
Commented on and shared a link on twitter?
Pasted a link to facebook with your
commentary?
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Curation Benefits
50
. . .Thought leadership
. . . Lead generation
. . . Lower content
development costs
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51
Curation in Action: Alcatel-Lucent
http://www.itstrategist.net/
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52
Curation in Action: 360Chestnut
http://www.360chestnut.com/blog/
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Content Curation & Fair Use
• Share only a portion of the
original content
• Always attribute sources
• Drive visitors to the original
publication
• Add your own analyst insight
Create, curate, but never pirate content.
53
For more ethics tips:
http://bit.ly/curataethicsebook
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The Content Marketing Tools
Universe
55
http://bit.ly/CurataGilbaneWrapPt1
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Content Marketing Priorities
in 2014?
• Do invest in content marketing. . . It’s not just a fad
• Build your team (internal and external)
• Develop a content workflow and mix
• Market your marketing!
• Measure, measure, measure
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Don’t Forget, Content Marketing is an
Extension of Your Nurturing Process
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Additional Resources
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eBook: Look Book
Content Curation
Case Studies
eBook: 5 Steps to
Becoming a Content
Curation Rockstar
…and more online at: www.curata.com/resources
Industry Resource & News:
Content Curation Marketing Sitewww.contentcurationmarketing.com
eBook: Content
Marketing Done Right:
Ethical Curation
eBook: Open & Shut
Case for Curation
Guide: Content
Curation Annotation
Methods
Email: [email protected] Twitter: @GetCurata
LinkedIn Group: Content Curators
eBook: Stop Egocentric
Marketing: Content
Marketing Strategy
eBook: 2014 Content
Marketing Tactics
Planner
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Q&A // PanelistsMODERATOR:
Andrew GaffneyEditor, Demand Gen Report
Maggie Jones,Content Marketing Specialist,
Marketo
Michael Gerard,
CMO,
Curata