Transcript content PROSe overview

Content MARKETING:
Create quality content to influence
customer behavior
www.thecontentprose.com
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The Case for Content Marketing
A cornerstone of B2B marketing plans, Content Marketing
supports brand building, enhances reputation and drives lead
generation
According to DemandGen
75%
of B2B buyers relied more on
content than research when
making B2B purchasing
decisions
According to Forrester
90%
of consumers engage with
11.4 pieces of content before
making a B2B purchase
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The Case for Content Marketing
According to Roper Public Affairs
• 80% of business decision-makers prefer to get company information in a
series of articles versus an advertisement
• 60% say that content provided by companies helps them make smarter
buying decisions
According to
“Buyers don’t buy your
products and services, they
‘buy’ your perspective and
approach to solving their
problems.”
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The State of Content Marketing
What does your Content Marketing look like?
Do you have a clear POV around all your content or is it disparate?
Identified
by CMOs
as a ‘top
five’
marketing
strategy
but ….
Are you creating quality content that is relevant to your customers
and uses creative design or video to tell your story?
Are you leveraging your content with a distribution strategy that
creates multiple touchpoints with target audiences?
Are you measuring the impact of your content – with analytics to
demonstrate ROI and drive lead generation?
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You Are Not Alone
Companies and organizations of every type, size and scope are looking to
create or enhance their content marketing programs…
Sophisticated: Providing accurate measurement to the business, scaling
across the organization—8%
How B2B
Marketers
Assess
their
Content
Marketing
Maturity
Level
Mature: Finding success yet challenged with integration across the
organization—24%
Adolescent: Have developed a business case, seeing early success,
becoming more sophisticated with measurement and scaling—29%
Young: Growing pains, challenged with creating a strategy and a
measurement plan—27%
First Steps: Doing some aspects of content but have not yet begun to make
content marketing a process—11%
— Content Marketing Institute
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In Dealing With Challenges
….and face a number of key challenges, according to a survey by
The Content Council of brand, agency and media executives:
63%
49%
Creating Quality
Engaging Content
According
to Forrester
Proving
ROI
53%
50%
Lack of Time
Lack of Budget
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Your Solution
We are the Content PROSe
Focused on developing strategic, high quality and
affordable content marketing programs.
Our Backgrounds
Experienced strategic marketers and communicators
Former and current journalists
Award-winning designers
Social media experts
SEO experts
Data managers and analytics providers
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Why the contentPROSe?
We provide….
A strong external resource in
an overwhelmed and underresourced environment
An independent and fresh
perspective from
experienced B2B marketing
professionals
Significant industry
knowledge: Healthcare,
Financial Services,
Technology, Pharma, Travel,
Media
Flexible, partnership
approach to work in concert
with our clients and your
SMEs responsible for
content
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Content Marketing: Our Capabilities
Across four primary areas:
Content
Strategy
Content
Development
Distribution
Strategies
Analytics and
Automation
Offered “a la carte” or as part of an integrated content stacking solution
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Content Strategy:
Foundation of Content Marketing
Content
Audit
We focus on a
three-pronged
approach to
content strategy
development
Editorial
Mission
Content
Strategy
Content
Mapping &
Lifecycle
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Content Strategy
Content Audit
Editorial Mission
Evaluate current content (quantity,
quality and types of communications)
and distribution strategies
Create editorial mission statement to tie
together all content creation
Recommend additional elements to
expand or leverage distribution
Articulate POV in support of brand and
business strategies
B2B marketers who have a documented content marketing strategy get better results from their
content marketing tactics, social media platforms, and paid methods of content distribution
• In 2014, 35% of B2B marketers had a documented content marketing strategy, 48% had a
verbal strategy, and 14% had no strategy
• 53% of the most effective B2B marketers have a documented content marketing strategy
• 40% of the least effective marketers have no strategy at all
— Content Marketing Institute
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Content Strategy
Content
Mapping &
Lifecycle
Develop near- and long-term planning to ensure content integrates
with business strategy
Account for stakeholder utilization
Identify “influencers” to support content and offer credibility
“Role of Influencers is
increasingly important, as
83% of marketers share
content from third party
sources.”
—Content Marketing Forum
“Some 75% of enterprises commit to content marketing
while not developing and documenting a governing
content strategy. Objectives, goals, measurement,
processes, and people -- are secondary to ‘we need more
content, and we need it now’. Without the strategy in
place, content marketers soon will be spinning their
wheels, not to mention creating excess costs in money,
resources, and efficiencies.”
—excerpted from iMedia article
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Content Development:
Multi-Faceted Approach
Design
We ensure
quality,
meaningful
content in both
word and form -from a brandproduced tweet
to a featurelength film
Editorial
Services
Content
Development
Original
Content
Video
Production
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Content Development:
Editorial Services
Revise and edit your content, ensuring materials are
professional in tone, well-structured and well-written
• Identify key themes to ensure they are clearly articulated
– Work with subject matter experts, as necessary, to verify our approach
• Ensure layout brings out the key points
• Ensure claims are relevant, qualified and contextual
Because 90% of all content marketing is generated by companies, it may not be as wellwritten and compelling as possible …
“If you want [your content marketing] to
survive in 2016 and beyond, your content
will need… to be better-researched, betterwritten, and more valuable to your
audience.”
—excerpted from Inc.
“Writing great content takes time.
Not every marketing department
in the country has that kind of
time...”
—excerpted from iMedia
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Content Development:
Original Content
Develop a wide range of original content, working with your
subject matter experts (SMEs) to ensure an informed perspective
• Interview your SMEs and other key executives
• Create copy that is appropriate, mindful of, and compliant with all channels, outlets and
end-points
Thought Leadership: Brand building and
reputation enhancement
Business Intelligence
Communicates a vision on major business,
economic or financial trends
Communicates issues germane to your
business and that of your customers
May align with CEO opportunities
Educate readers on how they can improve
their processes and operations
Usually requires secondary research
to inform and support the issue
Typically delivered in the form of platform/
white papers and supported by range of
communications
Typically delivered in the form of:
-- Informational white papers
-- FAQs
-- Fact sheets
-- Supported by range of comms
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Content Development:
Smart Design
Deliver design/visual communications that are more important
than ever
• Inform copy development and highlight key messages to make content easy
to digest and comprehend
• Applicable to both print and digital content
Working with your corporate branding standards or creating new design
looks and formats, we provide:
Charts
E-Marketing
Logo design
Infographics
Microsites and landing pages
Print collateral
Gifographics
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Content Development:
Video Production
Produce videos to establish a meaningful storyline and
professional production
• Provide fully-scripted and filmed video, in keeping with the POV and theme of
your content
Video is still underutilized but is expected to dominate content marketing programs by
2017 as the preferred form of communication. A few reasons why:
Value of Video Production
1.8 million words: the value of one
minute of video
—Forrester Research
“The future of content marketing is
online video.”
—Social Times
75% of executives watch work-related videos
on business websites at once a week:
-- 50% watch business-related videos on
YouTube
-- 65% visit the marketer’s website after
viewing a video
—Video Brewery
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Distribution Strategies:
Fully Integrated Approach
Digital
Strategies
We develop
distribution strategies
that maximize the
multi-media
environment and
ensure that no
activity is a one-off
Webinars and
Podcasts
• Cut across the digital
and print marketing
spectrum
• Assure content reaches
buyers across their
working experience
• Further leverage each
content initiative with
follow-on activity
Pay-for-Play
Amplification
Distribution
Strategies
Collateral
Social Media
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Distribution Strategies:
Multi-channels to Generate Impact
• Digital Strategies: Enhance distribution through web postings, emarketing,
and other digital channels; require registration to capture contact info
• Webinars and Podcasts: Promote your insights via proprietary webinars and
podcasts; establish partnerships with credible third parties
• Pay-for-Play Amplification: Consider sponsored posts, promoted tweets,
search engine marketing, banner ads or retargeting
• Collateral: Evaluate a variety of print options, including the compilation of
materials in magazines and bound books targeting to specific audiences
The Return of Print
Leverage print to stand apart and differentiate engagement in an era of shrinking attention
spans, email deliverability challenges and digital overload. Print is a particularly strong
medium for longer-form content, such as magazines and guides.
—excerpted from B2B
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Distribution Strategies:
Social Media
• Social Media Distribution – including networks, blogs, your website – should
be deployed to drive SEO and lead generation
Effectiveness Ratings for B2B Social
Media Platform
LinkedIn 63%
Twitter 55%
YouTube 48%
Slideshare 42%
Vimeo 40%
Facebook 32%
LinkedIn is
responsible for
64% of all visits
from social media
channels to
corporate websites
Importance of Blogs
B2B companies that blog generate 67% more
leads per month than those who do not blog
The number of media monthly leads for
companies that blog daily is 78% vs. 33% for
companies that blog monthly
—Hubspot
Instagram 24%
Google+ 20%
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Analytics and Automation
Analytics
Working with
your marketing
and analytics
professionals,
we can provide
services that
match your
needs and level
of sophistication
Lead Scoring
Analytics and
Automation
Advisory
Services
Data Hosting
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Analytics and Automation:
Scoring and Measurement
• Lead Scoring: Determine the optimal follow-on activities based on the
client or prospect
– Provide dynamic, automated, personalized content marketing
• Analytics: Measure what’s working and what’s not
– Determine where engagement is most frequent and likely to occur
– Inform further activities
– Measure sales conversion to provide ROI-related analysis
In a survey of senior B2B marketers:
• 70% of marketers cited lack of resources to execute as the biggest obstacle to investing
in analytics
• 65% of respondents say analytics has helped increase sales revenue by over 10%
—Regalix Research
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Analytics and Automation:
Data Management
• Data Hosting and Management: Provide independent data services to
ensure adequate lead collection and capture
– Webinar participation
– Opt-in e-marketing efforts
– Social media captures
• Advisory Services: Offer counsel on integrating data management and
analytics into your CRM systems
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Why the contentPROSe?
We deliver results:
Developed an editorial
POV and delineated
topics for the SMEs for an
electronics component
manufacturer
Developed white paper and
related promotional strategy
to articulate CEO platform
for a major healthcare
consulting firm
Edited white paper
series for a financial
technology company to
publish a digest directed
at the C-Suite
Designed content
distribution plan for a
novel medical devices
company
Actively participated in
weekly Twitterchats for an
enterprise software
company, to increase
engagement, share
intelligence and build a
Twitter audience
Repurposed webinar
series for use in
LinkedIn SlideShare lead
generation campaigns for
an industry research firm
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Let us help you!
Contact us:
[email protected]
www.thecontentprose.com