Social and mobile channels have completely changed the speed, efficiency, and ease of consumers engaging with each other. This new engagement now correlates to every aspect of our business and has a tremendous impact on brand. To succeed in today’s digital age, digital marketers need to use content to continually engage their audiences— from the first time we meet them, on through the entire customer lifecycle. The job of marketing is no longer to just acquire customers but to create passionate subscribers to our brands. Learn from Scott Liewehr, President and Principal Analyst for Digital Clarity Group, how to: Develop a content marketing strategy that works for your business Tell a consistent story that engages your customers Determine the right marketing channels to implement

1. Content Marketing to build
passionate subscribers to your brand
Scott Liewehr, President and Principal Analyst
@sliewehr | @just_clarity
March 7, 2013 at #AdobeSummit

2. http://digitalclaritygroup.com
#AdobeSummit
|
@sliewehr
2

3. #AdobeSummit
|
@sliewehr
3

4. Let’s talk about engagement…
#AdobeSummit
|
@sliewehr
4

5. “Engagement occurs when a
consumer interacts with a brand,
and elects to invest in it physically,
financially or emotionally.”
#AdobeSummit
|
@sliewehr
5

6. Most valued currency on the web
#AdobeSummit
|
@sliewehr
6

7. “Brands that view the consumer
empowerment phenomenon as an
opportunity will win.”
#AdobeSummit
|
@sliewehr
7

8. Customer Experience
#AdobeSummit
|
@sliewehr
8

9. “A customer’s holistic perception of
a company and its offerings based
on all of the customer’s interactions
with the company…”
#AdobeSummit
|
@sliewehr
9

10. #AdobeSummit
|
@sliewehr
10

11. CXM
or
[my preference]
CEM
#AdobeSummit
|
@sliewehr
11

12. Great, another acronym…
#AdobeSummit
|
@sliewehr
12

13. From inside out to outside in
§ Who are our § Who are our
customers? customers?
§ How do we get them § What do they need
to come to our sites? to do?
§ What do we want § How can we help
them to do there? them do it?
§ How do we keep § . . . and better than
them from leaving? their options?
#AdobeSummit
|
@sliewehr
13

14. If you’re going outside, take a . . .
#AdobeSummit
|
@sliewehr
14

15. Technology is critical . . . and last
§ C ustomers
§ Objectives
§ A ctions
§ T echology
#AdobeSummit
|
@sliewehr
15

16. After all, it’s all about content, right?
#AdobeSummit
|
@sliewehr
16

17. What is Content Marketing
& why should you care?
#AdobeSummit
|
@sliewehr
17

18. Content Marketing is not *new*
…and it’s not all that hard either
#AdobeSummit
|
@sliewehr
18

19. Innovating story, process, channels
#AdobeSummit
|
@sliewehr
19

20. #AdobeSummit
|
@sliewehr
20

21. #AdobeSummit
|
@sliewehr
21

22. #AdobeSummit
|
@sliewehr
22

23. #AdobeSummit
|
@sliewehr
23

24. § Can we make sense of the
true nature of Search?
§ Can we drive better traffic?
§ Can we make a business
case for a retargeting
network?
§ Can we make PPC better?
Pay Per Click ads
#AdobeSummit
|
@sliewehr
24

25. Our Software Is Great Be A Superhero
www.company.com
www.company.com
Customized Software for the enterprise True software success. Free Guide -
Get A Custom Demo! To Build The Business Case.
#AdobeSummit
|
@sliewehr
25

26. Retargeting can work
#AdobeSummit
|
@sliewehr
26

27. § Can we make PR really
work for marketing?
§ Can we bring the
“relations” back to Public
Relations?
§ Can we tell human stories,
not make canned releases?
§ Can we make PR better? Public Relations
#AdobeSummit
|
@sliewehr
27

28. #AdobeSummit
|
@sliewehr
28

29. #AdobeSummit
|
@sliewehr
29

30. § Can we stop chasing our own
“long tail”?
§ Can we create beloved content,
and in turn gets the Google love?
§ Can we write stories that engage
rather than settle bar bets?
§ Can we make SEO better?
Search Optimization
#AdobeSummit
|
@sliewehr
30

31. #AdobeSummit
|
@sliewehr
31

32. FOCUS: Sharable content;
engaging, passionate topic
Work on developing deeper
engagement.
Less content | Higher Quality
One Year Later – Results:
Web traffic: -30%
Engagement: +150%
Inbound Links: +40%
Social Sharing: +100%
Sales: +350%
#AdobeSummit
|
@sliewehr
32

33. § Can we create more valuable
customers?
§ Can we make it easier to
retain/upsell customers?
§ Can we create customers
who will defend our brand?
§ Can we make Customer
Retention better? Customer Retention
#AdobeSummit
|
@sliewehr
33

34. #AdobeSummit
|
@sliewehr
34

35. #AdobeSummit
|
@sliewehr
35

36. What we’ve learned about the process of
Content Marketing over 12 mos…
#AdobeSummit
|
@sliewehr
36

37. § Most organizations are siloed,
now even within Marketing. Create
&
Manage
§ Most organizations are starting
to transform their marketing
groups. Measure
&
OpFmize,
Aggregate,
Learn
Curate
§ B2C and B2B processes are
more different than they might
first appear. Converse
&
Listen
§ Marketing doesn’t want more
technology.
#AdobeSummit
|
@sliewehr
37

38. § The key is utilizing fast
moving technology to de-silo Create
&
Manage
the PROCESS, not the team.
§ Collaborative roles and Measure
&
OpFmize,
processes created to facilitate Learn
Aggregate,
Curate
better communication.
§ Alignment of governance, Converse
&
measurement and goals.
Listen
Different for B2B and B2C.
#AdobeSummit
|
@sliewehr
38

39. The Content Marketing team
Typical roles within your existing team…
Chief
Content
Officer
Managing
Content
Chief
Listening
Editors
Producers
Officers
Content
Creators
#AdobeSummit
|
@sliewehr
39

40. This has created a mess…
§ Most vendors and agencies
think of enterprise marketing Create
&
Manage
as one big team. It’s so not.
§ Big gaps in capabilities are Measure
&
OpFmize,
Aggregate,
being filled by freelancers and Learn
Curate
agencies (but not for long).
§ Startup technologies are Converse
&
Listen
providing point-solutions to
fill technology gaps.
#AdobeSummit
|
@sliewehr
40

41. Case study: Top 5 Insurance Co.
Web Social Social CRM Brand E-Mktg PR
Owns:
Owns:
Owns: Owns: Owns: PR Content
Web Site & Owns:
Facebook CRM TV NewsRoom
Optimization Blog
Twitter Twitter Content
Social Content
Measured:
Measured: Measured: Measured:
Traffic
Engagement Not Awareness Measured:
SEO Measured:
PR
Leads [Working On It]
§ Content Strategy Not Aligned. Web, Social, PR, eMarketing…
§ Measurement Not Aligned (in fact, conflicts)
§ Process and tool silos emerging, questions on WCMS
#AdobeSummit
|
@sliewehr
41

42. Case study: Top 5 Insurance Co.
Examples of the “stuff” that’s not getting done…
§ Content Strategy = Where should they DO content marketing?
Website? Resource Center? Blog? Microsites?
§ Editorial guidelines and enforcement (Writers / Editors)
§ Social Governance (Social Team failing…slowly)
§ Content collaboration and curation (NewsRoom shifting)
§ True content repurposing across channels (Blog flailing)
§ Writer collaboration and ratings (14 external agencies)
§ Mis-aligned measurement for content and marketing
#AdobeSummit
|
@sliewehr
42

43. Case study: Top 5 Insurance Co.
§ Re-alignment of Brand
Team
Web
Team
marketing to
Content Marketing Social
CRM
eMarkeFng
§ Building content
strategy around Unified
eMarketing Social
Brand
Content
Public
RelaFons
Team
Technology
§ Hiring: Writers,
editors
§ Deploying: Editorial
#AdobeSummit
|
@sliewehr
43

44. So, what are you waiting for?
#AdobeSummit
|
@sliewehr
44

45. The bar has been raised…
#AdobeSummit
|
@sliewehr
45

46. …but you have all the tools
#AdobeSummit
|
@sliewehr
46

47. “With great power
comes great
responsibility.”
#AdobeSummit
|
@sliewehr
47

48. Thank you
Scott Liewehr | @sliewehr
Digital Clarity Group | @just_clarity
sliewehr@digitalclaritygroup.com
#AdobeSummit
|
@sliewehr
48