You’re probably thinking, 4 dimensional marketing? Sounds like another bunch of buzzwords that will undoubtedly cost me money at some point. Wrong. The 4D methodology can be created from scratch (often expensive) or from recycling content that’s sitting right under your noses. So. What is 4D marketing and why should you care?
Gareth will demonstration the 4 dimensions that are going to make your next campaign (or piece of collateral) the most effective you’ve ever produce:
Dimension 1 – Content
Dimension 2 – Vertical Market
Dimension 3 – Job Function
Dimension 4 – Media
2. Introduction
A bit about me
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15 years running B2B marketing teams
Global Director of Marketing for Xchanging plc and Xuber
Author of a B2B marketing blog – garethcase.com
Follow me on Twitter - @gareth_case
garethcase.com
@gareth_case
30. So, the need for
differentiation and
relevant content has
really never been more
important
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31. A 4 Dimensional
Example
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1 piece of source content (Company Overview PDF)
8 vertical markets (Fin/Ins/Ret/Man/T&L/Aer/Hea/Pub
6 Job Functions (CEO/CFO/CTO/COO/IT Dir/Mar Dir
8 Media Types
(Brochure/Infographic/Video/Blog/Social/Whitepaper/Anim
ation/DM
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8x6x8= 384 pieces of content from a single source
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@gareth_case
32. 384? WTF? When
will I have time to
even start thinking
about it?
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@gareth_case
39. •
Within 1 month of launch
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Company Overview PDF – 18 Downloads
Company Overview Infographic – 121 Downloads
Company Overview Animation – 1,283 Views
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@gareth_case
40. The message was crystal
clear. The company overview
brochure was dead (almost).
Giving people the choice of
how they consume our
information was working.
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@gareth_case
41. The main reason’s for a 10
fold increase in views for each
document? Differentiation and
less time require to consume.
2 vital components
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@gareth_case
42. •
We took it to the next level when we launched Xuber Analytics
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Product Fact Sheet on website
Presentation on Slideshare
Infographic on website
Animated Video on You Tube
Series of 5 Blogs on Website
Live Event in London
Press Release and Journalist Engagement
Analyst Reports
Job Function Specific Messaging
All tailored to the UK/US commercial insurance industry
All supported by a Social Content Plan across 8 networks
garethcase.com
@gareth_case
43. •
Xuber Analytics as a suite of content
(and associated thought leadership) is now:
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Searchable
Sociable
Distributable
Accessible
Measurable
Visible
Consumable
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Try it – search Xuber Analytics on Google
garethcase.com
@gareth_case
45. •
We’ve created an engaged, relevant ‘pull’ community
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@gareth_case
46. •
Xuber Analytics Results
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330,000+ views accumulated across all content
8 direct sales opportunities
21 leads in development
£2.3M recognised pipeline opportunity
And when it’s ‘out there’ it’s ‘out there’
garethcase.com
@gareth_case
47. Yes, content marketing is
driving actual revenue for
our business. Remind me,
how many deals have you
won from your company
overview brochure again?
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@gareth_case
50. The rise of the Content
Marketing Manager is upon
us. It will be the fastest
growing marketing role of
2014.
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@gareth_case
51. Content is almost definitely
king. Invest in it. That
means your time, your
resource & your budget.
You have no chioce. Unless
you like finishing 2nd.
garethcase.com
@gareth_case
52. Content marketing is
not to be confused
with lead generation.
It’s far more powerful.
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@gareth_case
53. It doesn’t just influence
search engines, it can
create communities and
unlock new markets,
previously inaccessible.
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@gareth_case
54. If you don’t take content
seriously, really seriously,
as a keystone in your
marketing strategy, it’s
time to re-consider your
career.
garethcase.com
@gareth_case