Content Creation for Content Marketing. Chris Bagnall EMEA Managing Director DWA

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1 Content Creation for Content Marketing Chris Bagnall EMEA Managing Director DWA 1

2 Content marketing is the creation and distribution of educational and/or compelling content in multiple formats to attract and/or retain customers. 2

3 Content marketing is the creation and distribution of educational and/or compelling content in multiple formats to attract and/or retain customers. 3

4 Biggest Content Marketing Challenge 9% 3% Producing Engaging Content Producing Enough Content 11% 36% Budget to Produce Content Lack of C-Level Buy-In 20% Producing a Variety of Content 21% No Answer 4 Source: Content marketing institute s B2B content marketing benchmarks, budgets and trends report 2010

5 What are your biggest content challenges? Producing truly engaging content Producing enough content Getting content delivered to the right audiences Measuring results Talent to produce content No consistent content stratagy Lack of budget to produce content Understanding buyer personas and decision stages Buyers don t want to register to consume content Getting executive buy-in Poor content strategy Buyers attention span to short Lack of process Lack of domain expertise 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 5 Source: LinkedIn B2B Technology Marketing Group Content Research 2011

6 How is content production volume changing year on year in 2011? 6 Source: LinkedIn B2B Technology Marketing Group Content Research 2011

7 What makes compelling content? Brand Cross sell Goal CRM Relevant Nurture Future Sales Marketing Tell a story Understanding Believable Present 7

8 8

9 9 Source: JupiterWeb Audience Survey 06/10

10 Content Types About you About the market What you sell What you know Brochures, data sheets, tech specs Thought leadership content Updated infrequently On-going presence and dialogue 10

11 Content Creation Where Do You Start? 1. IDENTIFY Personas, define concerns, drivers, roles etc 2. QUESTIONS What do your personas ask at each stage of their buying process? 3. ANSWERS Answer the questions your personas ask 4. AUDIT Audit content to determine what s good/bad 5. MAP Map content available to the questions that content can answer 6. IDENTIFY Holes. Ask where are we missing content? 7. CREATE Content to fill holes 11

12 Measurement Criteria For Content Marketing Success Web Traffic 56% Direct Sales 49% Qualitative Customer Feedback Sales Lead Quality 44% 44% Sales Lead Quantity 36% Increased Customer Loyalty SEO Ranking Benchmark Lift in Company Awareness Benchmark Lift in Product/Serivce Awareness Inbound Links Cross Selling 28% 28% 27% 26% 24% 20% Assign goals for your programs before you start Cost Savings 13% 0% 10% 20% 30% 40% 50% 60% 12

13 Content Marketing Usage (By Tactic) Social Media (excluding blogs) Article Posting In-Person Events enewsletters Case Studies Blogs White Papers Print Magazine Webinars/Webcasts Videos Promoting Content in Traditional Media Microsites Print Newsletters Research Reports Data Driven Content Marketing Podcasts Digital Magazines Virtual Conference Mobile ebooks 31% 30% 25% 23% 21% 16% 15% 11% 11% 9% 43% 42% 42% 41% 51% 55% 62% 61% 79% 78% Decide on the formats needed. Where will your audience consume? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 13

14 14

15 Recall 20% / 80% Visual Copy 15

16 Primary Learning Style 26% Seeing (Visually-Based) 18% Listening (Audio-Based) 27% Hands-on (Tactile) 29% Reading (Text Based) 16 Source: IDG Connect 2010

17 o o The Rule of 5 o o o Regional consumption habits Optimised for content channels 17

18 Maximum Content Length 18 Reference: Preferred by technology and service buyers

19 Internal Creation External Creation Thought leaders PR Analysts Research company Customers Marketing Designers Associations Freelance copywriter Media owners Social media agency Video production agency Media agency Product/technical The board PR agency Creative agency 19

20 Insource Vs. Outsource of Content Marketing 3% Outsourced only 45% In-house only 52% Both 20

21 How To Decide Whether to Outsource Internal External 21

22 Handling Internal Expertise Appeal to experts on an individual level Fame Ego Personal development Doubtful this is a core part of their job Their bosses are probably not in marketing Can you get top down buy in? 22

23 How Can An Agency Help You? Content mapping and gap analysis More engaging content experience Creation through services or project management One voice message communication Creative support Distribution, management and analysis Content Repurpose into different formats 23

24 Percentage of Respondents The Value Of Independently Created Content What content format do you find most helpful at each stage of the investment process? (Check one or more in each column) 60% 55% 50% Podcasts (Downloadable) Audio (Listen Online) 45% 40% 35% 30% 25% 20% Video (View Online) Webcast (Participate Online) Documents (View Online) Documents (Downloadable) Interactive Tools (Calculators Etc.) Interactive Games (Competitions, Contests) 15% General Education Business Case Development Implementation Scenarios Shortlist Creation Final Decisions Post Purchase 24

25 Percentage of Respondents The Value Of Independently Created Content What types of traditional content are you most interested in at each stage of the investment process and after you buy? (Check as many as you like in each column/stage) 55% 50% 45% 40% Advertisements (Print) Advertisements (Web) Direct Mail Advertising 35% Direct Mail Offer 30% Case Studies 25% Company Brochure 20% Product/Service Brochure 15% 10% 5% Product/Service Datasheet Product/Service Evaluation/Trial Version General Education Business Case Development Implementation Scenarios Shortlist Creation Final Decisions Post Purchase 25

26 Percentage of Respondents The Value Of Independently Created Content What types of independent content are you most interested in at each stage of the investment process and after you buy? (Check as many as you like in each column/stage) 40% Analyst Research Report 35% Analyst Technical Whitepaper Competitive Comparison 30% Independent Buying Guides Independent Opinion/ Viewpoint 25% Independent Product/ Service Review Press Article 20% Survey Results Trade Show (in-person) 15% General Education Business Case Development Implementation Scenarios Shortlist Creation Final Decisions Post Purchase 26

27 Content Trust Level of trust IT management has with each source of information 27 Source: Computerworld IT management survey London Singapore San Francisco Sydney

28 Summary Compelling content creates differentiation Think carefully about what your audience need Use agencies when it makes sense to Understand the value of independence 28

29 Thank You 29

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