Content marketing rules of the road for B2B Organizations
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Content Marketing Rules of the road for B2B marketing organizations
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Content marketing rules of the road for B2B Organizations
- 1. 1 Content Marketing: Rules of the Road Rashish Pandey Marketing Director, Asia Pacific Cisco Systems
- 2. Why CM Secrets to building compelling content Building your content factory Managing CM process Measuring success
- 3. 3 Why Content Marketing?
- 4. 67% of the customer’s journey is now done digitally Source: Sirius Decisions, The Marketing Organization in 2017
- 5. 57% of the purchase decision is complete before a customer even calls a supplier 67% of the customer’s journey is now done digitally Source: Sirius Decisions, The Marketing Organization in 2017; Corporate Executive Board, The End of Solution Sales
- 6. of customers initiate the first step in the buying cycle, not sales 90% use support forums and technical discussions to inform the purchase decision 60% of B2B buyers use social media during the purchase process (LinkedIn, Twitter, Facebook) 85% Source: ITSMA/CFO 2013, How B2B Buyers Consume Information Study; Hubspot 2012; IDC 2012 EAG Buyer Experience Survey
- 7. of customers initiate the first step in the buying cycle, not sales 90% use support forums and technical discussions to inform the purchase decision 60% of B2B buyers use social media during the purchase process (LinkedIn, Twitter, Facebook) 85%
- 9. 9 Secrets for creating compelling content
- 10. Secrets for creating compelling content Relevance Persona Journey Compelling Content
- 11. Is it meaningful? Is it timely? Is it informative? Is it findable? Is it inspiring, engaging or provocative? Is there a clear call to action? Secrets for creating compelling content Relevance
- 12. Secrets for creating compelling content Relevance
- 13. Secrets for creating compelling content Persona
- 14. Secrets for creating compelling content Journey
- 15. “There are no boring brands – only boring content”
- 16. 16 Building your content factory
- 17. Building your content factory Feeding the beast Source: Content marketing institute
- 18. Building your content factory Recruit an army Digital PR AR Social Media R&D Events Engineering Sales Enablement Internal Content Pipelines (to name just a few…)
- 19. Building your content factory Recruit an army VOC Cisco Champions Conversation Brokers Non-Cisco Social Non-Cisco Media Coverage Non- Commissioned Research Partners External Content Pipelines
- 20. Building your content factory Create derivative content 1 information artifact creates 20 reusable pieces of content •Infographic •Video interview •Webinar •Micro-blog •Podcast •Interview with researcher •Facebook post •Web banner •Web article •Web App •Assessment tool •Tweets •Slideshare •User Generated content •Guest blog posts •Community forum •Case Study •Newsletter •Memes •eBook
- 21. Building your content factory Create derivative content •Project message views: 6710 (6.7x increase vs. source doc) •Social CTR: 0.229% (10x over expected social CTR) •Cost per view: $1.04 vs. $10 for source paper (1/10th cost per view)
- 22. 22 Managing CM Process
- 23. Managing CM Process Get Organized Project plan – Track all activities and metrics in one place. Make it a single source of knowledge. Keep it updated. Editorial calendar – Maintain a running schedule of all content and promotions by project. Budget – Know how much you can spend. Plan accordingly.
- 24. Managing CM Process Identifying the team Creators Multipliers Packagers Distributors
- 25. Managing CM Process Identifying the team Product/Solution Managers Marcom Content Strategy Social Media Web Strategy Social Media Marcom Product/Solution Managers Web Strategy Social Media Content Strategy Social Media Content Strategy Product/Solution Managers Content Vendor Marcom
- 26. Managing CM Process Tips & Tricks •Establish objectives, strategies, tactics. Follow a roadmap •Don’t spend excessively to promote low-cost content. Be frugal •Examples: Cisco “hero” carousels, content tiles, and native/embedded ads. Leverage “free” promotions •Promote content in a cadence of social posts to extend exposure. Exploit “owned” social media •Align plans with campaigns, launches, and other priorities. Keep your eyes open •Look for “breaking news” & be prepared to respond Be agile
- 28. Revenue metrics Lead Gen metrics Sharing metrics Consumption metrics Measuring Success
- 29. How to measure success? Consumption Metrics Basic Metrics Campaign clicks Unique visitors / Time spent Page / Video views Advanced Metrics Social Listening Content scoring
- 30. How to measure success? Consumption Metrics
- 31. How to measure success? Sharing Metrics Metric Type Likes Shares Tweets Forwards
- 32. How to measure success? Lead Gen Metrics Basic Metrics Form Fills Downloads Subscriptions Advanced Metrics Conversion rates Revenue Attribution Learn how Cisco can help you navigate within the world of many clouds. Our Cloud Profile and
- 33. How to measure success? Revenue Metrics Metrics Online Sales Offline sales attribution
- 34. How to measure success? Revenue Metrics
- 35. 35 In Summary
- 36. Why CM Secrets to building compelling content Building your content factory Managing CM Process Measuring success