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The Rise of Content Marketing: How marketing procurement can best manage this transformation

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Darren Woolley, Global CEO, TrinityP3 was invited to speak at the three day Marketing Procurement Conference, ProcureCon Marketing 2016 held on the 14 - 16 June at The Tower Hotel, London.

He presented his Case Study Revolution (with a few creative twists!) on ‘The Rise Of Content Marketing: How Can Marketing Procurement Best Manage This Transformation’ to more than 200 marketing procurement professionals from across the EU.
This presentation covered:
1. Defining Content Marketing
2. Identifying the challenges
3. A case study on Content Marketing commercial effectiveness
4. Then the audience worked on ways Procurement could contribute to the Content Marketing Transformation


Publié dans : Business
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The Rise of Content Marketing: How marketing procurement can best manage this transformation

  1. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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 TrinityP3.StrategicMarketingConsultants