Just because you can doesn t mean you should

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1 Just because you can doesn t mean you should Content marketing survival tips Jonathan Copulsky Chief Content Officer, Deloitte LLP Chief Marketing Officer, Deloitte Consulting LLP January 21, 2016

2 Today s agenda Understand the role that content marketing can play in creating a powerful brand Identify what it takes to build and sustain a compelling content marketing program Discover engaging platforms for connecting your content with customers Deloitte s content marketing journey 1 Copyright 2016 Deloitte Development LLC. All rights reserved.

3 71% of marketers intended to increase their content marketing budgets in Source: emarketer 2 Copyright 2016 Deloitte Development LLC. All rights reserved.

4 69% of marketers are creating more content now than they did one year ago and 70% of B2B marketers will be creating even more content this coming year. Source: Content Marketing Institute 3 Copyright 2016 Deloitte Development LLC. All rights reserved.

5 More than 27 million pieces of content are being shared each day. Source: AOL, Nielsen 4 Copyright 2016 Deloitte Development LLC. All rights reserved.

6 90% Over of companies invest in content marketing, but 10% less than view it as significantly effective. Source: BMA Buzz; August Copyright 2016 Deloitte Development LLC. All rights reserved.

7 Great brands have shared their stories for centuries John Deere publishes The Furrow Jell-O offers free recipe book s Tire manufacturer launches Guide Michelin P&G sponsors daily radio show 6 Copyright 2015 Deloitte Development LLC. All rights reserved.

8 Great brand stories come in many forms... but getting the fundamentals right is critical 7 Copyright 2015 Deloitte Development LLC. All rights reserved.

9 The right content 8 Copyright 2016 Deloitte Development LLC. All rights reserved.

10 The right audience segment(s) 9 Copyright 2016 Deloitte Development LLC. All rights reserved.

11 The right channels 10 Copyright 2016 Deloitte Development LLC. All rights reserved.

12 The right time 11 Copyright 2016 Deloitte Development LLC. All rights reserved.

13 Content marketing: Simple in theory, difficult in practice PLAN Identify goals Document your strategy DEVELOP CONTENT Create content with target audience in mind DETERMINE CHANNELS Establish channels best suited for content and audience CURATE Organize and house content TARGET AUDIENCE Specify the intended audience (e.g., role, industry) PUBLISH / DEPLOY Share content via channels Consider internal and external audiences MEASURE Determine what is working

14 Deloitte s approach to content marketing Content marketing = Thought leadership 13 Copyright 2016 Deloitte Development LLC. All rights reserved.

15 What is thought leadership? Thought leadership allows an organization to frame its business capabilities, expertise, and intellectual capital in the context of business issues that matter to clients, prospects, talent, and other important stakeholders. More than marketing collateral Value-added content Standalone value Increasingly diverse formats; not just white papers Forward-looking; not just an explanation of what has happened 14 Copyright 2016 Deloitte Development LLC. All rights reserved.

16 What s the value of thought leadership? Reputation Shapes a firm s brand and reputation Relationships Builds and enhances the value of a firm s client relationships Revenue Drives revenue by putting the firm in contention for more work 15 Copyright 2016 Deloitte Development LLC. All rights reserved.

17 The attention economy In today's informationflooded world, the scarcest resource is attention, not ideas or talent. 16 Copyright 2016 Deloitte Development LLC. All rights reserved.

18 The attention economy 17 Copyright 2016 Deloitte Development LLC. All rights reserved.

19 The attention economy We suffered from this problem in spades high spend, low ratings, internal and external feedback that we re not known for our insights. 18 Copyright 2016 Deloitte Development LLC. All rights reserved.

20 Deloitte clients expect content that is: Relevant Relevant Practical - Targeted to specific audiences Practical - Linked to business issues that matter Clear point of view Action-oriented - Written with a clear point of view - Action-oriented Credible Credible Anchored in research and experience Authored by reputable and credentialed practitioners Appealing - Anchored in research and experience - Authored by reputable and credentialed practitioners - Presented in a compelling format - Well-written and novel Appealing Compelling formats Accessible/digestible Novel Well-written 19 Copyright 2016 Deloitte Development LLC. All rights reserved.

21 Our quantity overwhelmed our quality 2,850 Just Because You Can, Doesn t Mean You Should 20 Copyright 2016 Deloitte Development LLC. All rights reserved.

22 Our formats were dull and unappealing 21 Copyright 2016 Deloitte Development LLC. All rights reserved.

23 It was difficult to find our thought leadership 22 Copyright 2016 Deloitte Development LLC. All rights reserved.

24 We weren t reaching our clients 23 Copyright 2016 Deloitte Development LLC. All rights reserved.

25 It took us too long to publish It took us so long to publish 24 Copyright 2016 Deloitte Development LLC. All rights reserved.

26 We weren t known for distinctive points of view 25 Copyright 2016 Deloitte Development LLC. All rights reserved.

27 Deloitte s thoughtware strategy Improve quality Focus on key issues Create a new publishing platform Collaborate relentlessly Measure what matters Test and learn 26 Copyright 2016 Deloitte Development LLC. All rights reserved.

28 Improve quality Novelty: The potential for thoughtware to augment the existing literature and intellectual conversation on specific issue. Novelty Validity: The logical cohesiveness and analytical rigor of thought leadership as reflected by the various research methodologies used. Voice Eminence quality Validity Utility: The degree to which readers are able to act on what they read. Utility Voice: The degree to which a thoughtware s structure, length, and tone are appropriate to the topic, audience, and objectives. 27 Copyright 2014 Deloitte Development LLC. All rights reserved.

29 Focus on key issues Content topics for expanded campaign could include: Digital transformation - pushing end-to-end capability Industry leadership with FSI/Banking, Life Sciences, Automotive (e.g., Future of Mobility) content Global connections pushing our scale and reach Leadership & Talent 28 Copyright 2016 Deloitte Development LLC. All rights reserved.

30 Create a new publishing platform Imprint Colophon Visual identity Brand Curation Video 29 Copyright 2016 Deloitte Development LLC. All rights reserved.

31 Collaborate relentlessly 30 Copyright 2016 Deloitte Development LLC. All rights reserved.

32 Measure what matters Reach People reached (e.g., social media reach, website hits, clicks from posts and tweets, reach of media) Readers (e.g., book sales, downloads) Media Hits Interviews Media mentions (e.g., TV, articles) Engagement Reviews Likes and shares Client conversations Opportunities identified Ratings and reviews Recommendations Recognition and awards Speaking engagements Success stories/anecdotes Share of Voice Percentage of mentions vs. competitors Percentage of reach and engagement vs. competitors Rankings and reviews vs. competitors 31 Copyright 2016 Deloitte Development LLC. All rights reserved.

33 Test and learn AMBASSADOR PROGRAM 2967 MOOC 3D opportunity: The course on additive manufacturing for business leaders 32 Copyright 2016 Deloitte Development LLC. All rights reserved.

34 We are making great progress Improved Ratings #1 in 2015 High Audience Engagement 146k+ page views 29k SlideShare views 13k video views 196k+ page views 80 media placements ~3M impressions 50k page views 17 media placements 30M impressions Noteworthy Awards #18 in 2010 #1 Business Book on Globe and Mail 34M+ media impressions 2k+ mentions Axiom award Small Business Book award 8 top book lists 147M+ media reach 40M+ social reach 33 Copyright 2016 Deloitte Development LLC. All rights reserved.

35 We are making great progress Innovative Delivery Platforms Branding Linkages Significant Client Interactions 34 Copyright 2016 Deloitte Development LLC. All rights reserved.

36 We are making great progress July 2015 research study shows Deloitte #2 in Impact of Thought Leadership #2 Choice #2 Impact respondents would choose to read Deloitte thought leadership over others respondents said they read thought leadership by Deloitte and it had a positive impact #2 Overall Source for Consulting publishes 2 nd annual study on the impact and distribution of thought leadership #2 Consumption respondents read thought leadership from Deloitte in the last 12 months 35 Copyright 2015 Deloitte Development LLC. All rights reserved.

37 Campaigns - big ideas we want to own in the market 36 Copyright 2015 Deloitte Development LLC. All rights reserved.

38 Campaigns take our eminence from scattershot to focused and increase our impact in the marketplace Additive Manufacturing campaign Industry-Aligned Eminence Internal and External Collaboration Leading collection on DU Press 30,000+ hours of external interaction Massive Open Online Course (MOOC) Significant Client Interactions 37 Copyright 2016 Deloitte Development LLC. All rights reserved.

39 Campaigns require compelling topics, clear target audiences, and tightly coordinated suites of content 38 Copyright 2016 Deloitte Development LLC. All rights reserved.

40 Internal and external collaboration improves content and reach Ecosystems help us develop, deliver, and amplify content. 39 Copyright 2016 Deloitte Development LLC. All rights reserved.

41 Campaign content is delivered via traditional and innovative formats and channels Campaign Components Infographic Video Blogs MOOC Articles 40 Copyright 2016 Deloitte Development LLC. All rights reserved.

42 The AM MOOC broke new ground for Deloitte thought leadership Course quality in the top 5% of all MOOCs Co-founder Amin Saberi First ever massive open online course (MOOC) offered by a professional services firm Partnerships accelerated progress, reduced costs, enhanced content, and expanded reach 12,000+ people registered from 73 countries; above average course completion rates Winner: Other Digital Marketing Tools Podcast, Video Webinar, Wiki Application 41 Copyright 2015 Deloitte Development LLC. All rights reserved.

43 Campaigns drive significant client interactions... Campaign Components...and can lead to new service offerings 42 Copyright 2016 Deloitte Development LLC. All rights reserved.

44 And position Deloitte to help shape how leaders think about important issues America Makes is the most influential U.S. public-private partnership for advancing additive manufacturing; Deloitte is the only professional services firm that is a platinum sponsor of America Makes Deloitte partnered with America Makes on the AM MOOC, thereby enriching the quality and credibility of the course and solidifying our relationship with America Makes Deloitte is now the only professional services company serving in these capacities an unprecedented opportunity to grow mindshare and market share in AM Access potential clients Promote insights Additive Manufacturing and America Makes Influence the evolution of AM technology 43 Copyright 2015 Deloitte Development LLC. All rights reserved.

45 What we ve learned over the past four years: 1. Find your voice 2. Experiment endlessly, but test rigorously 3. Collaborate relentlessly 4. Win hearts and minds with a campaign mindset 5. Creative and content quality both matter 6. Go to school on the competition 7. Outsource insights at your own risk 8. Never yield when it comes to quality 9. Deploy, deploy, deploy 10. Don t add to the noise; just because you can, doesn t mean you should 44 Copyright 2016 Deloitte Development LLC. All rights reserved.

46 About Deloitte Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms. Please see for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting. Copyright 2016 Deloitte Development LLC. All rights reserved. 36 USC Member of Deloitte Touche Tohmatsu Limited

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