Building a Brand Newsroom: How the Rules of Content Marketing Are Changing for Technology Companies

The Starr Conspiracy
The Starr ConspiracyFull-Service Marketing and Advertising Agency à The Starr Conspiracy
BUILDING A BRAND NEWSROOM
HOW THE RULES OF CONTENT MARKETING
ARE CHANGING FOR TECHNOLOGY COMPANIES

#INFLUENCEHR
WHO IS STEVE SMITH?
PARTNER AT
THE STARR CONSPIRACY
EXECUTIVE EDITOR
TSC INTELLIGENCE UNIT
FORMER
NEWSPAPER JOURNALIST
FORMER HR CONSULTANT
AND COMMUNICATOR

#INFLUENCEHR
WHAT’S IN IT FOR YOU?
1

HOW BRAND AND
DEMAND ARE JOINED
AT THE HIP

2

HOW TO FOCUS YOUR
TIME, EFFORT, AND
BUDGET TO CREATE
CONTENT THAT BUILDS
BRAND AND GENERATES
DEMAND

3

THE PLACE OF BRAND
IN B2B MARKETING

#INFLUENCEHR
WHAT IS
BRAND JOURNALISM,
ANYWAY?
#INFLUENCEHR
FIRST, SOME GOOD NEWS
HR TECHNOLOGY COMPANIES
HAVE BEEN LEADERS
IN CONTENT MARKETING
FOR YEARS.

#INFLUENCEHR
NOW, THE NOT-SO-GOOD NEWS
HR TECHNOLOGY COMPANIES
HAVE A LOT OF ROOM
FOR IMPROVEMENT
IN THEIR USE OF BRAND.

#INFLUENCEHR
WHAT IS BRAND JOURNALISM?
“Brand journalism is when any organization creates valuable
information and shares it with the world. Brand journalism is not a
product pitch. It is not an advertorial. It is not an egotistical spewing
of gobbledygook-laden corporate drivel. Instead, brand journalism is
the creation of Web content — videos, blog posts, photos, charts,
graphs, essays, e-books, white papers — that deliver value to your
marketplace and serve to position your organization as one
worthy of doing business with.”

DAVID MEERMAN SCOTT, 2010
#INFLUENCEHR
WHAT IS BRAND JOURNALISM?
“Brands will resemble publishers and assemble newsrooms and
hire or train journalists who can tell stories and contribute to
major publications.”

MICHAEL BRENNER, SAP

#INFLUENCEHR
EXAMPLE: CISCO’S “MY NETWORKED LIFE”

http://newsroom.cisco.com/mynetworkedlife

#INFLUENCEHR
EXAMPLE: SAP GOES BIG ON NATIVE ADS

http://www.forbes.com/sites/sap/

#INFLUENCEHR
DOES BRAND JOURNALISM EQUAL
CONTENT MARKETING?
No … but they both can be used
in similar ways.

#INFLUENCEHR
CONTENT
MARKETING

BRAND
JOURNALISM
BRAND JOURNALISM IS TELLING STORIES
FOR BRAND AWARENESS.

CONTENT MARKETING IS DEVELOPING
AND DISTRIBUTING VALUABLE CONTENT
FOR DEMAND GENERATION.

BOTH ARE ABOUT BUILDING TRUST AND CREDIBILITY.
BOTH SHOULD COMMUNICATE PERSONAL VALUE/BENEFIT.

#INFLUENCEHR
No matter what you call it,
you have to do it.

#INFLUENCEHR
WHAT IS THE ROLE
OF BRAND IN
B2B MARKETING?
#INFLUENCEHR
WHAT IS BRAND?
It’s what differentiates you from
your competitors.
It’s also the first step in building a
relationship with the buyer.

#INFLUENCEHR
FACT OR MYTH?
B2C BRANDS > B2B BRANDS

#INFLUENCEHR
MYTH
Some B2B brands
can connect
better than
B2C ones.

#INFLUENCEHR
THE ROLE OF BRAND IN B2B
RECALL AND RECOGNITION

CATEGORY IDENTIFICATION

FUNCTIONAL ASSOCIATION

(UNASSISTED AND ASSISTED)

(WHICH TOOLBOX)

(WHICH TOOL IN THE BOX)

DIFFERENTIATION

FEATURES AND BENEFITS

COMMUNICATION OF VALUES

(WHY YOU ARE THE BEST TOOL)

(HOW YOU DO IT AND
WHAT YOUR CUSTOMER GETS)

(MAKING AN EMOTIONAL
CONNECTION)

#1

#INFLUENCEHR
3 TRUTHS ABOUT B2B BRAND
1

THE PRACTICE OF BRAND IN
B2B TECHNOLOGY CATEGORIES
IS TOO OFTEN ABOUT
THE TECHNOLOGY

TECHNOLOGY IS ALWAYS
A TEMPORARY ADVANTAGE

2

THE PRACTICE OF BRAND
IN B2B LAGS AND
NEEDS GREATER
SOPHISTICATION

3

#INFLUENCEHR
THE GREAT B2B BRAND DILEMMA
COMMUNICATION
OF YOUR BUSINESS
VALUE

COMMUNICATION
OF PERSONAL
VALUE

ALL ABOUT YOU:
AWARDS, EXPERIENCE, NUMBER
OF CUSTOMERS

WHAT’S IN IT FOR THEM?
STRATEGIC INSIGHT, BUSINESS
AGILITY, EFFICIENCY, COST SAVINGS

#INFLUENCEHR
WE HAVE A WINNER!
Percentage Lift

Commercial Impact of Perceived Brand Benefits a
50%
25%
0%

42.6%
21.4%
BUSINESS VALUE

PERSONAL VALUE

Functional benefits
Business outcomes

Professional benefits (e.g., promotion)
Social benefits (e.g., popularity)
Emotional benefits (e.g., confidence)

n=3,000.
Source: CEB/Motista Survey; CEB analysis.
a

Familiarity, consideration, preference, purchase, repeat purchase,
premium payment, internal advocacy, external advocacy.

#INFLUENCEHR
WHAT’S IN IT FOR YOU?
Percentage Lift

Likely Purchase Outcomes
Buyers Who Do vs. Don’t See Personal Value
100%
71%

See personal value
Don’t see personal value

68.8%

50%
22.6%
8.5%

0%
WILL PURCHASE

WILL PAY A HIGHER PRICE

n=3,000.
Source: CEB/Motista Survey; CEB analysis.

#INFLUENCEHR
VALUE

VALUES

HOW THE BUYER
PERSONALLY BENEFITS

ALIGNMENT BASED ON
ATTITUDES, BEHAVIORS,
AND BELIEFS

#INFLUENCEHR
VALUE — AN EXAMPLE
Performance tools based on social technologies are more familiar
and intuitive to employees. Employees adopt these tools easily
and give more frequent feedback to peers and managers —
leading to a more productive, engaged workforce.

#INFLUENCEHR
VALUES — AN EXAMPLE
Traditional performance management takes a top-down approach
that is incompatible with today’s workplace. Social performance
is better aligned with the grassroots collaboration style of
today’s knowledge workers.

#INFLUENCEHR
BRAND VALUES = PROSPECT’S VALUES

#INFLUENCEHR
VALUE + VALUES = EMOTION
HR technology brands must make an
emotional connection with the buyer.

#INFLUENCEHR
IT’S TOUGH OUT THERE
1

BUYERS ARE BOMBARDED
WITH MESSAGES.
MORE CHANNELS,
MORE DISTRACTIONS.
IT’S HARDER TO RISE
ABOVE THE NOISE.

#INFLUENCEHR
IT’S TOUGH OUT THERE
1

BUYERS ARE BOMBARDED
WITH MESSAGES.
MORE CHANNELS,
MORE DISTRACTIONS.
IT’S HARDER TO RISE
ABOVE THE NOISE.

How many more emails
do you get today
than you did
five years ago?

#INFLUENCEHR
IT’S TOUGH OUT THERE

2

BUYERS ARE TAKING ON
MORE OF THE RESEARCH
BEFORE THEY ENGAGE
WITH YOU.

#INFLUENCEHR
IT’S TOUGH OUT THERE

2

BUYERS ARE TAKING ON
MORE OF THE RESEARCH
BEFORE THEY ENGAGE
WITH YOU.

Forrester: “Today’s buyers
might be anywhere from
2/3 to 90% of the way
through their journey
before they reach out
to the vendor.”
“Use Behavioral Marketing to
Up the Ante in the Age of the Customer.” 2013.

#INFLUENCEHR
IT’S TOUGH OUT THERE

CONVERSION RATES ARE
GOING DOWN,
COST OF CUSTOMER
ACQUISITION IS GOING UP.

#INFLUENCEHR

3
IT’S TOUGH OUT THERE
Email: .5% was
the new 1%.
Now, .3% is
the new .5%.
CONVERSION RATES ARE
GOING DOWN,
COST OF CUSTOMER
ACQUISITION IS GOING UP.

#INFLUENCEHR

3
IT’S TOUGH OUT THERE
1

BUYERS ARE BOMBARDED
WITH MESSAGES.
MORE CHANNELS,
MORE DISTRACTIONS.
IT’S HARDER TO RISE
ABOVE THE NOISE.

BUYERS ARE TAKING ON
MORE OF THE RESEARCH
BEFORE THEY ENGAGE
WITH YOU.

2

CONVERSION RATES ARE
GOING DOWN,
COST OF CUSTOMER
ACQUISITION IS GOING UP.

3

#INFLUENCEHR
THIS IS
THE MAIN POINT
Emotional connections
to your brand
increase demand.

#INFLUENCEHR
WHAT’S GETTING IN THE WAY?
Too many B2B marketers are still risk-averse
and don’t differentiate enough.

#INFLUENCEHR
9 ESSENTIALS FOR
USING CONTENT TO
BUILD YOUR BRAND
#INFLUENCEHR
AUTHENTICITY

#INFLUENCEHR
9 ESSENTIALS FOR SUCCESS
YOU MUST KNOW
YOUR DIFFERENTIATION.
FIND BUYERS WHO ALIGN
WITH YOUR VALUES.

#INFLUENCEHR

1
9 ESSENTIALS FOR SUCCESS
YOU MUST KNOW
YOUR AUDIENCE.
EMPATHY IS THE GOAL.

#INFLUENCEHR

2
KNOW YOUR AUDIENCE
HEATHER: VP OF HR
This buyer is primarily within HR — either a CHRO, EVP/SVP/VP, or Director. The buyer
is 95% white, 60%+ female, mid- to late 40s, college-educated, usually with some
kind of advanced degree. The buyer is fairly tech-savvy and believes she can
evaluate solutions on her own.
49 YEARS OLD
WHITE FEMALE
MARRIED WITH
2 CHILDREN
HOMEOWNER
17 YRS. OF HR
EXPERIENCE
5 YRS. WITH
CURRENT EMPLOYER
COLLEGE-EDUCATED
HOLDS ADVANCED
DEGREE

“I arrived an hour and a half early this morning to get ready for the board meeting, where I’ll be presenting on the workforce management reports. It’s round
three of tweaking the budget to meet my CFO’s ‘cut 6%’ order, so I’m meeting
with my team to prioritize our activities. Because benefits enrollment is only a
few weeks away, I’ve got to finish the employee dependent audit sooner rather
than later. Preferably before the OFCP charge deposition next week. To top it off,
I’ve just been pinged to support the cross-functional planning committee in
charge of the company holiday party, and the twelfth person today just knocked
on my door asking if I ‘had a minute.’ Hopefully, it doesn’t run too long because
my youngest has a basketball game tonight.”

#INFLUENCEHR
9 ESSENTIALS FOR SUCCESS
YOU MUST THINK LIKE
AN EVANGELIST.
YOU’VE GOT TO BELIEVE
IN SOMETHING PASSIONATELY
AND TELL EVERYBODY.

#INFLUENCEHR

3
9 ESSENTIALS FOR SUCCESS
Know your brand's goals,
message, products,
and audiences
Tell stories
Get the right tools and
partners to produce and
distribute content effectively

YOU NEED ONE CHAMPION
WHO GETS IT.
YOU CAN’T OUTSOURCE IT.

#INFLUENCEHR

4
9 ESSENTIALS FOR SUCCESS
YOU MUST COMMIT
TO PRODUCING GREAT,
HIGH-QUALITY CONTENT.

#INFLUENCEHR

5
9 ESSENTIALS FOR SUCCESS
YOU MUST COMMIT
TO CONSISTENCY.
THAT’S CODE FOR
EDITORIAL CALENDAR.

#INFLUENCEHR

6
9 ESSENTIALS FOR SUCCESS
YOU MUST BE AGILE.
YOU MUST NOT BE
A SLAVE TO YOUR
EDITORIAL CALENDAR.

#INFLUENCEHR

7
9 ESSENTIALS FOR SUCCESS
YOU MUST COMMIT
TO CONTEXT. DELIVER
THE RIGHT MESSAGE
TO THE RIGHT PERSON
AT THE RIGHT TIME.

#INFLUENCEHR

8
DELIVER MESSAGES WITH CONTEXT
EXPLORER

SUSPECT

PROSPECT

OPPORTUNITY

CUSTOMER

Any potential customer
sometime in the future

Anyone in market for
your solution

Any suspect who has
become a qualified lead
(MQL)

Any prospect who is a
marketing-generated
opportunity (MGO)

A potential renewal or
upsell opportunity

WHAT THEY ARE ASKING YOU
“Interest me.”

“Show me.”

“Tell me.”

“Convince me.”

“Support me.”

STAGE OF THE BUYING CYCLE
PRE-SALE:
NOT IN THE FUNNEL
Individual is one of the
following:
Unaware of need
Unsure of need,
uncommitted to
change
Sure of need,
uncommitted to
change

EARLY STAGE:
TOP OF THE FUNNEL
Individual is:

MIDDLE STAGE:
MID-FUNNEL
Individual is:

Determining criteria

Exploring possible
solutions

Scoping at a detailed
level

Evaluating options

Making the business
case

Committed to change
and exploring
possible solutions
Initial inquiry, first
level of engagement
Determining level of
urgency
Scoping at a high
level

Committing to a
solution
Committing to a
vendor

LATE STAGE:
LOW IN THE FUNNEL
Individual is:

Justifying decision
Resolving issues
Finalizing selection
Closing the deal

POST-SALE:
SUPPORT/UPSELL
Individual is:
Implementing solution
Engaging employees
to adopt solution
Considering additional
purchases
Deciding whether to
renew or look for a
new vendor

#INFLUENCEHR
9 ESSENTIALS FOR SUCCESS
YOU MUST COMMIT
TO REAL, MEASURABLE
REVENUE AND QUALITY
GOALS, NOT FALSE ONES.

#INFLUENCEHR

9
GUT-CHECK TIME
IT’S NOT ALL
ABOUT YOU

2

YOU’VE GOTTA GIVE STUFF
AWAY (THAT MEANS
NON-GATED CONTENT)
YOU’VE GOTTA GIVE AWAY
MORE OF THE SECRET
SAUCE THAN YOU’D LIKE

1
3

#INFLUENCEHR
PARTING WORDS:
STUFF TO REMEMBER

#INFLUENCEHR
IF YOU ONLY REMEMBER ONE THING
THINK LIKE A JOURNALIST
How will your work benefit
the reader? Tell people something
they didn’t think to ask.

#INFLUENCEHR
HIRING JOURNALISTS
HIRE THE ONES WHO GET IT. THERE ARE
LOTS OF DINOSAURS OUT THERE.
LOTS OF PEOPLE GOT INTO JOURNALISM
BECAUSE THEY CAN’T DO MATH.
JOURNALISTS CAN BE CHALLENGING TO MANAGE.

#INFLUENCEHR
LAST WORDS
Make it clear who owns what
Define your strategy, design content to fit
Remember that you can’t separate media from message

#INFLUENCEHR
FINALLY, SOMETHING FOR YOU
EMAIL: STEVE�THESTARRCONSPIRACY.COM
“The New Rules of Marketing and PR,” “Newsjacking”
David Meerman Scott
“The Thank You Economy”
Gary Vaynerchuk
“Ignore Everybody,” “How to Be Creative”
Hugh MacLeod (Gaping Void)
Anything on Copyblogger.com
Brian Clark
TSC e-book: “11 Tips for Building a Brand Newsroom”
http://ar.gy/TSCbrandnewsroom
TSC white paper: “Brand Journalism”
http://ar.gy/TSCbrandjournalism

#INFLUENCEHR
1 sur 55

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Building a Brand Newsroom: How the Rules of Content Marketing Are Changing for Technology Companies

  • 1. BUILDING A BRAND NEWSROOM HOW THE RULES OF CONTENT MARKETING ARE CHANGING FOR TECHNOLOGY COMPANIES #INFLUENCEHR
  • 2. WHO IS STEVE SMITH? PARTNER AT THE STARR CONSPIRACY EXECUTIVE EDITOR TSC INTELLIGENCE UNIT FORMER NEWSPAPER JOURNALIST FORMER HR CONSULTANT AND COMMUNICATOR #INFLUENCEHR
  • 3. WHAT’S IN IT FOR YOU? 1 HOW BRAND AND DEMAND ARE JOINED AT THE HIP 2 HOW TO FOCUS YOUR TIME, EFFORT, AND BUDGET TO CREATE CONTENT THAT BUILDS BRAND AND GENERATES DEMAND 3 THE PLACE OF BRAND IN B2B MARKETING #INFLUENCEHR
  • 5. FIRST, SOME GOOD NEWS HR TECHNOLOGY COMPANIES HAVE BEEN LEADERS IN CONTENT MARKETING FOR YEARS. #INFLUENCEHR
  • 6. NOW, THE NOT-SO-GOOD NEWS HR TECHNOLOGY COMPANIES HAVE A LOT OF ROOM FOR IMPROVEMENT IN THEIR USE OF BRAND. #INFLUENCEHR
  • 7. WHAT IS BRAND JOURNALISM? “Brand journalism is when any organization creates valuable information and shares it with the world. Brand journalism is not a product pitch. It is not an advertorial. It is not an egotistical spewing of gobbledygook-laden corporate drivel. Instead, brand journalism is the creation of Web content — videos, blog posts, photos, charts, graphs, essays, e-books, white papers — that deliver value to your marketplace and serve to position your organization as one worthy of doing business with.” DAVID MEERMAN SCOTT, 2010 #INFLUENCEHR
  • 8. WHAT IS BRAND JOURNALISM? “Brands will resemble publishers and assemble newsrooms and hire or train journalists who can tell stories and contribute to major publications.” MICHAEL BRENNER, SAP #INFLUENCEHR
  • 9. EXAMPLE: CISCO’S “MY NETWORKED LIFE” http://newsroom.cisco.com/mynetworkedlife #INFLUENCEHR
  • 10. EXAMPLE: SAP GOES BIG ON NATIVE ADS http://www.forbes.com/sites/sap/ #INFLUENCEHR
  • 11. DOES BRAND JOURNALISM EQUAL CONTENT MARKETING? No … but they both can be used in similar ways. #INFLUENCEHR
  • 12. CONTENT MARKETING BRAND JOURNALISM BRAND JOURNALISM IS TELLING STORIES FOR BRAND AWARENESS. CONTENT MARKETING IS DEVELOPING AND DISTRIBUTING VALUABLE CONTENT FOR DEMAND GENERATION. BOTH ARE ABOUT BUILDING TRUST AND CREDIBILITY. BOTH SHOULD COMMUNICATE PERSONAL VALUE/BENEFIT. #INFLUENCEHR
  • 13. No matter what you call it, you have to do it. #INFLUENCEHR
  • 14. WHAT IS THE ROLE OF BRAND IN B2B MARKETING? #INFLUENCEHR
  • 15. WHAT IS BRAND? It’s what differentiates you from your competitors. It’s also the first step in building a relationship with the buyer. #INFLUENCEHR
  • 16. FACT OR MYTH? B2C BRANDS > B2B BRANDS #INFLUENCEHR
  • 17. MYTH Some B2B brands can connect better than B2C ones. #INFLUENCEHR
  • 18. THE ROLE OF BRAND IN B2B RECALL AND RECOGNITION CATEGORY IDENTIFICATION FUNCTIONAL ASSOCIATION (UNASSISTED AND ASSISTED) (WHICH TOOLBOX) (WHICH TOOL IN THE BOX) DIFFERENTIATION FEATURES AND BENEFITS COMMUNICATION OF VALUES (WHY YOU ARE THE BEST TOOL) (HOW YOU DO IT AND WHAT YOUR CUSTOMER GETS) (MAKING AN EMOTIONAL CONNECTION) #1 #INFLUENCEHR
  • 19. 3 TRUTHS ABOUT B2B BRAND 1 THE PRACTICE OF BRAND IN B2B TECHNOLOGY CATEGORIES IS TOO OFTEN ABOUT THE TECHNOLOGY TECHNOLOGY IS ALWAYS A TEMPORARY ADVANTAGE 2 THE PRACTICE OF BRAND IN B2B LAGS AND NEEDS GREATER SOPHISTICATION 3 #INFLUENCEHR
  • 20. THE GREAT B2B BRAND DILEMMA COMMUNICATION OF YOUR BUSINESS VALUE COMMUNICATION OF PERSONAL VALUE ALL ABOUT YOU: AWARDS, EXPERIENCE, NUMBER OF CUSTOMERS WHAT’S IN IT FOR THEM? STRATEGIC INSIGHT, BUSINESS AGILITY, EFFICIENCY, COST SAVINGS #INFLUENCEHR
  • 21. WE HAVE A WINNER! Percentage Lift Commercial Impact of Perceived Brand Benefits a 50% 25% 0% 42.6% 21.4% BUSINESS VALUE PERSONAL VALUE Functional benefits Business outcomes Professional benefits (e.g., promotion) Social benefits (e.g., popularity) Emotional benefits (e.g., confidence) n=3,000. Source: CEB/Motista Survey; CEB analysis. a Familiarity, consideration, preference, purchase, repeat purchase, premium payment, internal advocacy, external advocacy. #INFLUENCEHR
  • 22. WHAT’S IN IT FOR YOU? Percentage Lift Likely Purchase Outcomes Buyers Who Do vs. Don’t See Personal Value 100% 71% See personal value Don’t see personal value 68.8% 50% 22.6% 8.5% 0% WILL PURCHASE WILL PAY A HIGHER PRICE n=3,000. Source: CEB/Motista Survey; CEB analysis. #INFLUENCEHR
  • 23. VALUE VALUES HOW THE BUYER PERSONALLY BENEFITS ALIGNMENT BASED ON ATTITUDES, BEHAVIORS, AND BELIEFS #INFLUENCEHR
  • 24. VALUE — AN EXAMPLE Performance tools based on social technologies are more familiar and intuitive to employees. Employees adopt these tools easily and give more frequent feedback to peers and managers — leading to a more productive, engaged workforce. #INFLUENCEHR
  • 25. VALUES — AN EXAMPLE Traditional performance management takes a top-down approach that is incompatible with today’s workplace. Social performance is better aligned with the grassroots collaboration style of today’s knowledge workers. #INFLUENCEHR
  • 26. BRAND VALUES = PROSPECT’S VALUES #INFLUENCEHR
  • 27. VALUE + VALUES = EMOTION HR technology brands must make an emotional connection with the buyer. #INFLUENCEHR
  • 28. IT’S TOUGH OUT THERE 1 BUYERS ARE BOMBARDED WITH MESSAGES. MORE CHANNELS, MORE DISTRACTIONS. IT’S HARDER TO RISE ABOVE THE NOISE. #INFLUENCEHR
  • 29. IT’S TOUGH OUT THERE 1 BUYERS ARE BOMBARDED WITH MESSAGES. MORE CHANNELS, MORE DISTRACTIONS. IT’S HARDER TO RISE ABOVE THE NOISE. How many more emails do you get today than you did five years ago? #INFLUENCEHR
  • 30. IT’S TOUGH OUT THERE 2 BUYERS ARE TAKING ON MORE OF THE RESEARCH BEFORE THEY ENGAGE WITH YOU. #INFLUENCEHR
  • 31. IT’S TOUGH OUT THERE 2 BUYERS ARE TAKING ON MORE OF THE RESEARCH BEFORE THEY ENGAGE WITH YOU. Forrester: “Today’s buyers might be anywhere from 2/3 to 90% of the way through their journey before they reach out to the vendor.” “Use Behavioral Marketing to Up the Ante in the Age of the Customer.” 2013. #INFLUENCEHR
  • 32. IT’S TOUGH OUT THERE CONVERSION RATES ARE GOING DOWN, COST OF CUSTOMER ACQUISITION IS GOING UP. #INFLUENCEHR 3
  • 33. IT’S TOUGH OUT THERE Email: .5% was the new 1%. Now, .3% is the new .5%. CONVERSION RATES ARE GOING DOWN, COST OF CUSTOMER ACQUISITION IS GOING UP. #INFLUENCEHR 3
  • 34. IT’S TOUGH OUT THERE 1 BUYERS ARE BOMBARDED WITH MESSAGES. MORE CHANNELS, MORE DISTRACTIONS. IT’S HARDER TO RISE ABOVE THE NOISE. BUYERS ARE TAKING ON MORE OF THE RESEARCH BEFORE THEY ENGAGE WITH YOU. 2 CONVERSION RATES ARE GOING DOWN, COST OF CUSTOMER ACQUISITION IS GOING UP. 3 #INFLUENCEHR
  • 35. THIS IS THE MAIN POINT Emotional connections to your brand increase demand. #INFLUENCEHR
  • 36. WHAT’S GETTING IN THE WAY? Too many B2B marketers are still risk-averse and don’t differentiate enough. #INFLUENCEHR
  • 37. 9 ESSENTIALS FOR USING CONTENT TO BUILD YOUR BRAND #INFLUENCEHR
  • 39. 9 ESSENTIALS FOR SUCCESS YOU MUST KNOW YOUR DIFFERENTIATION. FIND BUYERS WHO ALIGN WITH YOUR VALUES. #INFLUENCEHR 1
  • 40. 9 ESSENTIALS FOR SUCCESS YOU MUST KNOW YOUR AUDIENCE. EMPATHY IS THE GOAL. #INFLUENCEHR 2
  • 41. KNOW YOUR AUDIENCE HEATHER: VP OF HR This buyer is primarily within HR — either a CHRO, EVP/SVP/VP, or Director. The buyer is 95% white, 60%+ female, mid- to late 40s, college-educated, usually with some kind of advanced degree. The buyer is fairly tech-savvy and believes she can evaluate solutions on her own. 49 YEARS OLD WHITE FEMALE MARRIED WITH 2 CHILDREN HOMEOWNER 17 YRS. OF HR EXPERIENCE 5 YRS. WITH CURRENT EMPLOYER COLLEGE-EDUCATED HOLDS ADVANCED DEGREE “I arrived an hour and a half early this morning to get ready for the board meeting, where I’ll be presenting on the workforce management reports. It’s round three of tweaking the budget to meet my CFO’s ‘cut 6%’ order, so I’m meeting with my team to prioritize our activities. Because benefits enrollment is only a few weeks away, I’ve got to finish the employee dependent audit sooner rather than later. Preferably before the OFCP charge deposition next week. To top it off, I’ve just been pinged to support the cross-functional planning committee in charge of the company holiday party, and the twelfth person today just knocked on my door asking if I ‘had a minute.’ Hopefully, it doesn’t run too long because my youngest has a basketball game tonight.” #INFLUENCEHR
  • 42. 9 ESSENTIALS FOR SUCCESS YOU MUST THINK LIKE AN EVANGELIST. YOU’VE GOT TO BELIEVE IN SOMETHING PASSIONATELY AND TELL EVERYBODY. #INFLUENCEHR 3
  • 43. 9 ESSENTIALS FOR SUCCESS Know your brand's goals, message, products, and audiences Tell stories Get the right tools and partners to produce and distribute content effectively YOU NEED ONE CHAMPION WHO GETS IT. YOU CAN’T OUTSOURCE IT. #INFLUENCEHR 4
  • 44. 9 ESSENTIALS FOR SUCCESS YOU MUST COMMIT TO PRODUCING GREAT, HIGH-QUALITY CONTENT. #INFLUENCEHR 5
  • 45. 9 ESSENTIALS FOR SUCCESS YOU MUST COMMIT TO CONSISTENCY. THAT’S CODE FOR EDITORIAL CALENDAR. #INFLUENCEHR 6
  • 46. 9 ESSENTIALS FOR SUCCESS YOU MUST BE AGILE. YOU MUST NOT BE A SLAVE TO YOUR EDITORIAL CALENDAR. #INFLUENCEHR 7
  • 47. 9 ESSENTIALS FOR SUCCESS YOU MUST COMMIT TO CONTEXT. DELIVER THE RIGHT MESSAGE TO THE RIGHT PERSON AT THE RIGHT TIME. #INFLUENCEHR 8
  • 48. DELIVER MESSAGES WITH CONTEXT EXPLORER SUSPECT PROSPECT OPPORTUNITY CUSTOMER Any potential customer sometime in the future Anyone in market for your solution Any suspect who has become a qualified lead (MQL) Any prospect who is a marketing-generated opportunity (MGO) A potential renewal or upsell opportunity WHAT THEY ARE ASKING YOU “Interest me.” “Show me.” “Tell me.” “Convince me.” “Support me.” STAGE OF THE BUYING CYCLE PRE-SALE: NOT IN THE FUNNEL Individual is one of the following: Unaware of need Unsure of need, uncommitted to change Sure of need, uncommitted to change EARLY STAGE: TOP OF THE FUNNEL Individual is: MIDDLE STAGE: MID-FUNNEL Individual is: Determining criteria Exploring possible solutions Scoping at a detailed level Evaluating options Making the business case Committed to change and exploring possible solutions Initial inquiry, first level of engagement Determining level of urgency Scoping at a high level Committing to a solution Committing to a vendor LATE STAGE: LOW IN THE FUNNEL Individual is: Justifying decision Resolving issues Finalizing selection Closing the deal POST-SALE: SUPPORT/UPSELL Individual is: Implementing solution Engaging employees to adopt solution Considering additional purchases Deciding whether to renew or look for a new vendor #INFLUENCEHR
  • 49. 9 ESSENTIALS FOR SUCCESS YOU MUST COMMIT TO REAL, MEASURABLE REVENUE AND QUALITY GOALS, NOT FALSE ONES. #INFLUENCEHR 9
  • 50. GUT-CHECK TIME IT’S NOT ALL ABOUT YOU 2 YOU’VE GOTTA GIVE STUFF AWAY (THAT MEANS NON-GATED CONTENT) YOU’VE GOTTA GIVE AWAY MORE OF THE SECRET SAUCE THAN YOU’D LIKE 1 3 #INFLUENCEHR
  • 51. PARTING WORDS: STUFF TO REMEMBER #INFLUENCEHR
  • 52. IF YOU ONLY REMEMBER ONE THING THINK LIKE A JOURNALIST How will your work benefit the reader? Tell people something they didn’t think to ask. #INFLUENCEHR
  • 53. HIRING JOURNALISTS HIRE THE ONES WHO GET IT. THERE ARE LOTS OF DINOSAURS OUT THERE. LOTS OF PEOPLE GOT INTO JOURNALISM BECAUSE THEY CAN’T DO MATH. JOURNALISTS CAN BE CHALLENGING TO MANAGE. #INFLUENCEHR
  • 54. LAST WORDS Make it clear who owns what Define your strategy, design content to fit Remember that you can’t separate media from message #INFLUENCEHR
  • 55. FINALLY, SOMETHING FOR YOU EMAIL: STEVE�THESTARRCONSPIRACY.COM “The New Rules of Marketing and PR,” “Newsjacking” David Meerman Scott “The Thank You Economy” Gary Vaynerchuk “Ignore Everybody,” “How to Be Creative” Hugh MacLeod (Gaping Void) Anything on Copyblogger.com Brian Clark TSC e-book: “11 Tips for Building a Brand Newsroom” http://ar.gy/TSCbrandnewsroom TSC white paper: “Brand Journalism” http://ar.gy/TSCbrandjournalism #INFLUENCEHR