1.
marketing management consultants
The rise of Content Marketing:
How marketing procurement can best manage this transformation
Presented by Darren Woolley
TrinityP3
ProcureCon Marketing 2016

2.
marketing management consultants
Lets talk about…
• What is Content and what is its
role?
• What agency and supplier sources
can service the content marketing
needs?
• What new marketing and production
models are required?
• What is procurement’s role in
managing this transformation?

3.
marketing management consultants
Content Marketing is…
Content marketing is a marketing
technique of creating and distributing
valuable, relevant and consistent
content to attract and acquire a
clearly defined audience – with the
objective of driving profitable
customer action.
– Content Marketing Institute

4.
marketing management consultants
Content Marketing requires…
Content marketing as the process
and practice of creating, curating and
cultivating text, video, images,
graphics, e-books, white papers and
other content assets distributed
through content management
systems, media platforms and the
social graph.
– Gartner

5.
marketing management consultants
Content Marketing starts with an objective
What is the business and the
marketing objective to be achieved?
Top three goals of content marketing:
• Lead Generation (59%)
• Thought Leadership/Market
Education (43%)
• Brand Awareness (40%)
http://www.slideshare.net/hschulze/b2b-content-marketing-
report-40688285

6.
marketing management consultants
Content Marketing needs a strategy
What is the Content Marketing strategy to
achieve this objective?
• Audience?
• Owned, earned and / or paid
platforms?
• Content creation required?
• Success metrics?
• Resource and budget requirements?
70% of marketers lack a consistent or
integrated content strategy http://www.altimetergroup.com/content-marketing-
software-landscape/

7.
marketing management consultants
Content Marketing requires resources
Internal and / or external requirements
Top five areas responsible for creating
content:
• Corporate Marketing (53%)
• Product Marketing (39%)
• Subject Matter Experts (36%)
• PR/Communications (32%)
• External Agency/Consultant (30%)
http://www.slideshare.net/hschulze/b2b-content-marketing-
report-40688285

8.
marketing management consultants
Selecting Content Marketing external vendors
When selecting external vendors remember:
• Advertising ≠ Content
• But Content = Native Advertising
• Look for vendors with:
• Proven track record in sustained content
creation
• Workflow practices to generate and
maintain substantial volumes
• Understanding of data, SEO, social media
• Have a collaborative approach to working
http://www.trinityp3.com/2016/02/choosing-a-content-marketing-agency/

9.
marketing management consultants
Earned media is essential for Content Marketing
Paid and earned media is required to
promote your content.
The top five most effective social media
platforms to deliver content and engage
audiences:
• LinkedIn (82% effective)
• Twitter (66% effective)
• YouTube (64% effective)
• Facebook (41% effective)
• SlideShare (38% effective)
http://www.slideshare.net/hschulze/b2b-content-marketing-
report-40688285

10.
marketing management consultants
Content Marketing must be measured
The proof of concept is in the performance.
Top 5 content marketing metrics:
• Web Traffic/Visits (63%)
• Views/Downloads (59%)
• Lead Quantity (42%)
• Lead Quality (39%)
• Social Media Sharing (36%)
http://www.slideshare.net/hschulze/b2b-content-marketing-
report-40688285

11.
marketing management consultants
Case study in Content Marketing
Automotive Insurance
• Low penetration into Classic and
Veteran Cars
• Raise leads and acquisition in this
valuable segment
• Deliver CPA lower than advertising and
Direct Mail / eDM
• Use content to attract the audience
• Outsource vendor to capture and
present content
• Use Facebook (Earned)
• Results?

12.
marketing management consultants
How can procurement help content marketing?
• At each stage of Content
Marketing development what are
the critical success factors?
• What are the capabilities required
for Content Marketing that is
different from advertising?
• How can procurement assist in
making the Content Marketing
budget buy more?
• How do you ensure the Content
Strategy has the right type and mix
of suppliers and vendors?
• Where are the risks associated
with executing a content marketing
strategy?
• How can procurement assist with
measuring and optimising
performance?

13.
marketing management consultants
The Procurecon Marketing Results
• On the day at this point in the presentation we put
the challenge to the room to discuss and capture as
many ways as possible Procurement can help
marketing with their Content Marketing strategy and
implementation.
• Seated at tables for eight each table vigorously and
robustly discussed the commercial possibilities for
15 minutes.
• How many can you come up with?
• One table came up with 23 different and valuable
ways Procurement could assist with the commercial
arrangements and implementation of a Content
Marketing program.
• Can you come up with more? Let us know in the
comments and provide the list.

14.
marketing management consultants
How procurement can help content marketers
• Ensure there is a strong business
case under pinning the Content
Marketing strategy.
• Review internal and external
resources and vendors to ensure
fit for purpose.
• Negotiate volume discounts and
offer performance payments with
vendors
• Review vendor performance on a
regular basis
• Ensure contracts with external
vendors protect the company
against intellectual property and
moral rights issues
• Assist in tracking performance and
reporting ROI back to the
marketing team and vendors

15.
marketing management consultants
Some valuable resources
The Ultimate List Content Marketing Statistics
http://www.curata.com/blog/content-marketing-statistics-the-ultimate-list/
Content Marketing Management
http://www.trinityp3.com/?s=%22content+marketing%22
Content Marketing Best Practice
https://www.youtube.com/playlist?list=PL8WjgOnoGl8y425G6LxLqmFdiK4UtAWLA
Successfully Managing Content Marketing
http://www.slideshare.net/darrenwoolley/questions-to-ask-before-undertaking-content-marketing

16.
marketing management consultants
Thank you
TrinityP3 Pty Ltd
London
+44 203 790 9229
Sydney
+612 9964 9900
Singapore
+65 6631 2861
people@trinityp3.com
www.trinityp3.com
TrinityP3.com/blog/
@TrinityP3
TrinityP3
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