Content Marketing Master Class - San Francisco: Acts 2 and 3

•

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We’re living in a new media marketing era. It’s noisy and it’s crowded. People’s email inboxes are overflowing. Web ads and pop-ups and prestitials are in your face. Not to mention the social media overload. Buyers are tuning out. Their eyes have glazed over. Bombarding your prospects with an unending stream of sales messages is no longer the answer. So how do you stand out from the crowd? How do you have your buyers and prospects look forward to hearing from you? How do you build awareness … loyalty … and your customer base? The answer is content marketing. More and more marketers and content creators from around the world are discovering that an effective content strategy is essential to staying ahead of the curve.

Business Voyages

Carla Johnson
Principal,  
Type A Communications  
Jason Stewart
Vice President, Demand Generation
Annuitas Group
!

Pawan Deshpande
Founder, CEO 
Curata

!

In 2014 it’s the relationship that matters.
We have to not only GRAB attention from
the audiences that matter. We have to hold
it, so that WE matter to them.

!

1,800,000 Views

6 Years Human Time

16 Years Human Time

Every Hour...

185,000,000 Views

1,200 Years Human Time

How will we ever

get that many....

The Network Effect
Avg. <7,000 Views
New Audiences For Blog
1st Cisco content aired on
TV – For Free
Direct engagement with
specific customers AT&T
New York Times, Verizon

Welcome To Wimpy Tech
!
!

Technology company.....

!

The Windows Integrated
Management Program
(The WIMP)

!

?? Audience Personas

Let’s Get To The Personal UVP

!
!

Meet Jeremy

!

•
Mid
30’s
–
Coﬀee
lover

•
Works
at
a
bank

•
Responds
to
email;
phone
not
so
much.

•
Frustrated
because
his
company
is
growing
too
fast
to

keep
up
with
support 

•
Young,
family
man 
•
Sales
USP:
Enable
Jeremy
to
be
25%
more
eﬀecQve!
 
•
Personal
(Audience)
UVP:
Give
me
more
Qme
to
be
me!!

Let’s Get To The Personal (Audience) UVP
!
!

Meet Cheryl

!

•
CFO
for
the
bank
-‐
actually
signs
the

check
for
Wimply
Tech

•Sales
USP:

Save
hundreds
of

thousands
of
dollars

•
Personal
UVP:
Make
me
a
CFO

Rockstar
in
my
industry

!
!

Who Else?

Let’s Get To The Personal UVP

!

•
Who
else
might
be
an
inﬂuencer
/
audience

persona?

•
While
you
think...
Maybe
some
other

examples...

!

The Keys To Audience Personas 

•
Detail
-‐
make
them
real
people

•
Understand
their
moQvaQon

•
What
is
VALUE
for
them

•
What
EMOTIONAL
CONNECTION
can
we
make

with
them?

Go Get The Real Story

!
!

Put your reporter hat on...

!

•
WHO
is
the
persona
...
emoQonally

adached

•
WHAT
does
he/she
do?

 
What
does
her
day
look
like?

•
WHERE
is
the
gap
in
his
needs/wants?

Even
beyond
our
product
or
service?

•
WHEN
do
they
need
to
close
this
gap?

•
WHY
does
he
care
about
US
-‐
Not
our

product!

!

One innovative example…!
• 
• 
• 
• 
• 
• 

Volunteer*to*go*on*the*Summer*“Get*To*Know*Ya”*Tour*
Visited*30*Customers*in*10*ci?es*over*12*Weeks**
NOT*About*Product*–*About*Connec?on*
Discoveries*Galore…*Photos*Galore…*Stories*Galore…*
They*didn’t*care*about*75%*the*stuﬀ*we*were*talking*about.*
Wanted*us*to*help*them*with*adop?on*programs….**More*FUN*

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Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other. As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic. Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world. Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.

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Virtual conferences and events provide new opportunities for you to showcase your product or service, meet 1:1 with your current and potential customers, and listen to the needs of the industry. With such a large investment of time, money, and human resources, it’s no surprise that management expects great returns on each event that your company sponsors. On behalf of the Content Marketing Institute team, we’re all here to help you. We’re ready for exciting experiences, great ROI for sponsors, and new ways for customers to advance the practice of content marketing because of partner relationships built at our events.

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When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then. As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.

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Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey. Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences. As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!

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Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches. Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago. However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed. This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways. We’ll cover the top content marketing opportunities in the social sphere, including: - Landmark locations like Facebook, Twitter, and LinkedIn - Video viewing-centric channels like YouTube and Twitch - Streaming media sites like Snapchat Stories and Instagram Stories - Emerging social platforms like Vero True Social and WeGather Online

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Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey. Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13). Content that can be effective at building loyalty takes many shapes and forms today, for example: - Videos and social media stories that entertain - In-person events that create a sense of community and belonging - Podcasts that inspire - Live or virtual experiences that evoke emotion - Articles, guides, newsletters, etc., that provide information Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!

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21. CUSTOMER: Contractors Educators Local Governments Architects AUDIENCE: Contractors Educators Local Governments Architects Consultants Firefighters Constituents A Different Story: The SOURCE for all authoritative fire, electrical and building safety. ! Use disruptive trends in their industry to pull the “competition” influencer into their community and user their biggest threat as their biggest strength - and maintain and build their brand strength.

22. Welcome To Wimpy Tech ! ! Technology company..... ! The Windows Integrated Management Program (The WIMP) ! ?? Audience Personas

23. Let’s Get To The Personal UVP ! ! Meet Jeremy ! • Mid 30’s – Coﬀee lover • Works at a bank • Responds to email; phone not so much. • Frustrated because his company is growing too fast to keep up with support  • Young, family man  • Sales USP: Enable Jeremy to be 25% more eﬀecQve!   • Personal (Audience) UVP: Give me more Qme to be me!!

24. Let’s Get To The Personal (Audience) UVP ! ! Meet Cheryl ! • CFO for the bank -‐ actually signs the check for Wimply Tech •Sales USP: Save hundreds of thousands of dollars • Personal UVP: Make me a CFO Rockstar in my industry

25. ! ! Who Else? Let’s Get To The Personal UVP ! • Who else might be an inﬂuencer / audience persona? • While you think... Maybe some other examples... ! The Keys To Audience Personas  • Detail -‐ make them real people • Understand their moQvaQon • What is VALUE for them • What EMOTIONAL CONNECTION can we make with them? 

26. Go Get The Real Story ! ! Put your reporter hat on... ! • WHO is the persona ... emoQonally adached • WHAT does he/she do?   What does her day look like? • WHERE is the gap in his needs/wants? Even beyond our product or service? • WHEN do they need to close this gap? • WHY does he care about US -‐ Not our product! !

27. One innovative example…! •  •  •  •  •  •  Volunteer*to*go*on*the*Summer*“Get*To*Know*Ya”*Tour* Visited*30*Customers*in*10*ci?es*over*12*Weeks** NOT*About*Product*–*About*Connec?on* Discoveries*Galore…*Photos*Galore…*Stories*Galore…* They*didn’t*care*about*75%*the*stuﬀ*we*were*talking*about.* Wanted*us*to*help*them*with*adop?on*programs….**More*FUN*

Content Marketing Master Class - San Francisco: Acts 2 and 3

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Content Marketing Master Class - San Francisco: Acts 2 and 3