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Content Marketing Solution Study

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Download the PDF: https://www.demandmetric.com/content/content-marketing-solution-study

Our Content Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. Demand Metric defines content marketing as the strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows.

These strategies and activities include: Email Marketing, Multi-channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics.

The three foundation functions of marketing automation systems are – email marketing, campaign management and lead management. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system.

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Content Marketing Solution Study

  1. 1. CONTENT MARKETING Solution Study Insights, Landscape, & Vendor Analysis
  2. 2. 28 Table of Contents 1 03 2 05 3 08 4 11 5 13 6 16 7 20 Executive Summary What is Content Marketing? Content Marketing Maturity Model Benefits of Content Marketing Content Marketing Deployment Lifecycle Vendor Selection Criteria Content Marketing Solutions Landscape Analyst Bottom Line 40 39 CONTENT MARKETING Solution Study Our Solution Study Methodology About Demand Metric Action Plan 278
  3. 3. Executive Summary CONTENT MARKETING: SOLUTION STUDY
  4. 4. 4CONTENT MARKETING: SOLUTION STUDYEXECUTIVE SUMMARY This Solution Study covers: Benefits of Content Marketing It has been said that “All Marketing is Digital Marketing,” and with good reason! In the last decade, marketing has been transformed. Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts, and Digital Marketing options all competed for the time, attention, and resources of the marketing department to one in which Digital Marketing reigns supreme (with an occasional nod in the direction of the storefront or traditional marketing channels, such as direct mail and print advertising). InourDigitalMarketingSolutionStudySeries,weexaminefivecomponents of Digital Marketing. In this report, we will focus on the growing practice area of Content Marketing and cover the following sections. Content Marketing Deployment Lifecycle Vendor Selection Criteria What is Content Marketing? Executive Summary Action Plan The Content Marketing Solutions Landscape
  5. 5. 5CONTENT MARKETING: SOLUTION STUDYTHE EVOLUTION OF SHOPPER MARKETING What is Content Marketing? CONTENT MARKETING: SOLUTION STUDY
  6. 6. 6CONTENT MARKETING: SOLUTION STUDYWHAT IS CONTENT MARKETING? Demand Metric defines Content Marketing as:Content is King. Its reign as the premier marketing focus for Digital Marketing shows no signs of abating. Rather, the content is becoming stronger, richer, and more integrated as the ways and means to deploy content for marketing rapidly expands. It’s tempting to push as much content out as possible and hope that some of it hits the right person at the right time. However, that approach is akin to the old “broadcast” media approach. More content is not the answer; it needs to be the right content. Context is critical. As important as content is, it is equally true that the world is awash in content. Few of us can keep up with our main inter- ests, let alone other subjects pertaining to our careers and lives. This makes context as valuable as content, more so if you truly want to get a response to your content marketing. Our Content Marketing Solution Study looks at the range of content plat- forms. We will examine the landscape, vendors, and solutions for the three foundation platforms – Web Content Management Platforms, Content Marketing Platforms, and Content Distribution Platforms. These platforms and toolsets provide the structure that content marketers need to create relevant, personalized content for each of their individual audiences. The strategies, processes, and technologies that support the development, deployment, management, and measurement of content used for marketing and advertising. Content Marketing involves relevant, personalized content that creates or changes the users’ experience, attitudes, or preferences. What is Content Marketing? Role in Digital Marketing Demand Metric considers Content Marketing to be an integral part of Digital Marketing, as illustrated by our Digital Marketing Roles Matrix on the next page. Driven by the Content Marketing Manager, processes, technologies, and WCM (Web Content Management) platforms are used by Senior Manage- ment, Strategic Comm, Community & Social Media Managers, PR, and Product Marketing. The common metrics for Content Marketing include content views, links earned, content conversion, and content published.
  7. 7. 7WHAT IS CONTENT MARKETING? ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS Senior Management Revenue Accountability Staffing & Channel Management Reporting to CEO/Board Budgeting & Planning Reviews & Coaching Recruitment & Retention WCM Marketing Automation CRM Thought Leadership Blog Webinar Presentations Conference Keynotes Revenue by Channel Customer Lifetime Value, NPS Return on Customer (ROC) Strategic Communications Brand Strategy Digital Marketing Strategy Social/Mobile Marketing Strategy Marketing Budget Agency Management Communications Management WCM Content Marketing Platforms Social Media Platforms Data Sheets, Whitepapers Case Studies/Testimonials Competitive Analysis Market Share, Profitability Brand Equity Content Usage Demand Generation Lead Generation & Events Inbound/Outbound Marketing Sales Opportunity Management Advertising/Sponsorship Lead Generation Tradeshows Marketing Automation/Email Digital Asset Management Event/Survey Management Advertising/SEO Email Campaigns Webinars Campaign ROI, Email Metrics Marketing Qualified Leads Contribution to Pipeline Content Marketing Web Content Management Content Marketing Content Distribution Content Creation Campaign Analysis Content Scoring WCM, Blogging Platforms, MA Content Marketing & Distribution Video Marketing Platforms Website and Blogs eBooks, Articles Videos Content Views, Links Earned Content Conversion Content Published Community & Social Media Online Community Management Social Listening Social Engagement Community Development Social Channel Management Social Reputation Management WCM Social Media Platforms Social Channels & Networks Posts, Tweets, Photos Forums, Chats, Comments Articles, Community News User Engagement Sentiment Analysis Campaign ROI Public Relations External Communications Media Relations Analyst Relations Influencer Identification Relationship Cultivation Content Creation/Distribution Media Contact Database News Distribution & Monitoring Analytics & Reporting News Content/Press Releases Thought Leadership Content Rich & Social Media Content Mentions/Impressions Audience Growth & Engagement Sentiment Analysis Product Marketing New Product Development Mobile App Development Video Production/Development Product Launch Product Positioning Competitive Analysis WCM Mobile Development Platforms Video Production Platforms New Features/Ideas for R&D Gamification Competitive Analysis Avg. Revenue Per User Avg. Order Value Conversion Rate, Renewal Rate Customer Experience Interactive Experience Customer Satisfaction Customer Advocacy Customer Experience Customer Journey Mapping Customer Persona Creation Customer Profile Management Customer Support, Twitter Survey & Social Channels Buyer Personas Customer Journey Map Proposals, Presentations Customer Satisfaction Index Customer Lifetime Value Net Promoter Score (NPS) CONTENT MARKETING: SOLUTION STUDY
  8. 8. Demand Metric’s Content Marketing Maturity Model can be used in combi- nation with the vendor landscape analysis and charts detailed in the Content Marketing Solutions Landscape section of this report. 8 Content Marketing Maturity Model CONTENT MARKETING MATURITY MODEL CONTENT MARKETING: SOLUTION STUDY Level of Commitment The strength of the commitment and the focus on excellence in Con- tent Marketing initiatives and campaigns drives other best practices. Planning Content Marketers create strategies, goals, and KPIs for every point of their Content Marketing effort. Processes Content Marketers develop measurable processes for each phase to ensure progress and success. Resources World Class Organizations ensure that sufficient resources (time, talent, tools, money) exist for each initiative, campaign, and phase of their plan. Management World Class companies effectively manage the change, progress, and results of Content Marketing efforts. As our Content Marketing Maturity Model (pages 9-10) illustrates, organizations moving from a lack of experience with Content Marketing to those which fully embrace it must consider eight key components. These are: Orientation: The posture the organization takes toward the disci- pline of Content Marketing and its importance to the organization for marketing, sales, and revenue generation. Leadership: The view of executive/senior management toward the role Content Marketing plays in driving sales, revenue, and profits; its inherent value to the company. Budget & Staff: How well Content Marketing is resourced with time, talent, tools, money, and authority. Tools & Platforms: The tools and platforms used to create, deploy, manage, and measure Content Marketing initiatives. Lead Generation: How well the organization performs at Lead Generation. Email Marketing: How well the organization performs at Email Marketing. Cross-Channel Marketing: How well content is distributed and lever- aged across multiple channels in your Content Marketing strategy. Metrics: How Content Marketing initiatives and campaigns are tracked, measured, managed, and reported. Our Maturity Model shows the progression of an organization from Stage 1 (Undefined) to Stage 4 (World Class) that is characterized by the following best practices:
  9. 9. Orientation STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Budget & Staff No defined strategy or process for Content Marketing Budgets for web & email marketing; Staff is contracted or coordinator role; Budget spend for content is 15% or less Budget allocated; Defined roles and responsibilities for Content Marketing; Budget spend is 25% or more for content Budget with business case to justify spend; Dedicated marketing roles for Content Marketing; Budget spend for content up to 50% Budget connected to marketing goals; Aligned maximum Digital Marketing impact; Budget spend for content more than 50% Defined strategy and processes exist for Content Marketing in uncoordinated pockets Defined, integrated strategy and processes exist for Content Marketing across the Enterprise Defined, integrated strategy for Content Marketing exists across the Enterprise; Campaigns are tracked & measured by level of engagement & revenue impact Leadership One-dimensional view of Content Marketing as Web and Email Marketing Sees need for rich content; Experi- menting, testing, & evaluating apps & tools; Uses outsourced agency Long term commitment to rich content; Integrated platforms for WCM and CMS/ CDS; Internal staff and resources Views content as primary lead gen tool; Supports resources for rich content, cross-channel marketing, and content marketing apps Tools & Platforms Complete, end-to-end system integra- tion of WCM and CMS/CDS platforms with tight integration to Enterprise CRM, MA, and other legacy ERP systems Ad hoc development; Point tools for email, content, & social media; No mobile or video apps Platforms that perform specific func- tions with coordinated tools, apps, and workflows Platforms connected to each other (i.e. WCM to CMS/CDS to Social Listening API integration to Enterprise CRM and MA systems) Content Marketing CONTENT MARKETING Maturity Model
  10. 10. Want to rate your organization’s Content Marketing maturity with an interactive tool? Download our Content Marketing Maturity Assessment and get started today! Email Marketing Cross-Channel Marketing Metrics Generates and publishes content for marketing, social sharing, and/or advertising sporadically Relies on no/low cost Email Marketing platform with pre-designed templates for newsletter and/or email promos No formal measurements in place Analytics to monitor & track content usage & response (content views, social share, links earned, etc.) Dashboard monitors content usage & conversion; Tracks opens, clicks, forwards, registers, purchases, redeemed offers, etc. Enterprise–wide dashboard with content scoring, user acquisition, and engagement by behavior, experience, brand reach, etc. Content Marketing for sales, marketing, blogs, web traffic, and social channels with usage and response tracking Has regular Email Marketing campaign with newsletters; drip system for leads; list management and growth programs in place Enterprise-level CMS/CDS with multi- channel, multi-product needs; Focused on recommendation and amplification of relevant, personalized content Advances use of email for online events, feedback, & surveys; Uses landing pages, auto-responders, Facebook promo- tions, coupons, & social sharing; Mobile campaign design & delivery Focused on content strategy, organiza- tion of high volumes of content, auto- mated workflows, one-click distribution, & aggregated metrics Email Marketing integrated with CMS system from content list to order entry; Enables list segmentation & lead nurturing activities; Enterprise integra- tion with CRM, MA, etc. Content Marketing STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Lead Generation Personalized & localized content; Delivery to all devices in real-time through custom content and marketing apps; Native mobile optimized Relies on website landing pages with limited content targeting; Company profiles on social networks; Posting is sporadic Offers rich media content, social networks, blogs, Wikis (Web 2.0), etc.; Growing subscriber lists for Email Marketing Convergence of content; social and mobile content to drive leads from web; marketing campaigns and events CONTENT MARKETING Maturity Model V I E W R E S O U R C E
  11. 11. 11CONTENT MARKETING: SOLUTION STUDYTHE EVOLUTION OF SHOPPER MARKETING Benefits of Content Marketing CONTENT MARKETING: SOLUTION STUDY
  12. 12. 12CONTENT MARKETING: SOLUTION STUDYBENEFITS OF CONTENT MARKETING The benefits of effective content marketing span most customerfacing parts of the organization, especially marketing, sales, and customer service. When visitors, buyers, and consumers interact with your content, they reveal much about their preferences and interests. This information can be used to provide them with a better experience that encourages them to purchase your products and services. The primary benefits of Content Marketing include: Benefits of Content Marketing Engage your audience with a relatable experience. Tell a story that creates a relationship. Attract the best sales prospects for your product or service. Provide a consistent customer experience in the buyer’s journey. Lower the cost of marketing campaigns. Increase website, blog traffic, and SEO. Collect more relevant and accurate customer data. Provide a personalized, local experience that can be processed. Build a stronger, more targeted email list. Nurture leads to become sales opportunities. Improve the quality of social sharing, referrals, and engagement. Ensure message consistency across all marketing channels. 1 2 3 4 5 6 7 8 9 10 11 12
  13. 13. 13CONTENT MARKETING: SOLUTION STUDYTHE EVOLUTION OF SHOPPER MARKETING Content Marketing Deployment Lifecycle CONTENT MARKETING: SOLUTION STUDY
  14. 14. 14CONTENT MARKETING: SOLUTION STUDYCONTENT MARKETING DEPLOYMENT LIFECYCLE Content Marketing Deployment Lifecycle Content Marketing platforms fall into two categories – Web Content Management (WCM) and Content Marketing & Distribution (CMS/CDS), which will be discussed in detail in the Content Marketing Solutions Land- scape portion of this report. While both categories may include similar functionality and features, each has a different end goal in mind. Consequently, the approach to imple- menting and deploying solutions from each category vary. In this section, we will discuss the separate lifecycles for WCM and CMS/ CDS platforms. WCM Stages of Deployment We see six stages in the deployment of WCM platforms, beginning with content creation and circling to integration with other systems. Figure 1 illustrates a common deployment lifecycle for WCM platforms. WCM Deployment Lifecycle Create Content Develop Assets Manage Workflow Manage & Measure Enterprise System Integration Deliver to Channels 1 2 3 4 5 6 FIGURE 1: WCM DEPLOYMENT LIFECYCLE
  15. 15. 15CONTENT MARKETING: SOLUTION STUDYCONTENT MARKETING DEPLOYMENT LIFECYCLE CMS/CDS Stages of Deployment For CMS/CDS platforms, we see seven stages in the deployment lifecycle, beginning with developing a content strategy and progressing through to measurement. Figure 2 illustrates a common deployment cycle for CMS/CDS platforms. CMS/CDS Deployment Lifecycle Develop Content Strategy Create Content Discover & Curate Manage Assets Publish & Distribute Measure Manage Workflow 1 2 3 4 5 6 7 FIGURE 2: CONTENT MARKETING & DISTRIBUTION DEPLOYMENT LIFECYCLE
  16. 16. 16CONTENT MARKETING: SOLUTION STUDYTHE EVOLUTION OF SHOPPER MARKETING Vendor Selection Criteria CONTENT MARKETING: SOLUTION STUDY
  17. 17. 17CONTENT MARKETING: SOLUTION STUDYVENDOR SELECTION CRITERIA Vendor Selection Criteria We recommend that organizations evaluate vendors in the Content Marketing solution space based on the lifecycles reviewed in the Content Marketing Deployment Lifecycle section of this report. Web Content Management and Content Marketing and Distribution platforms should be evaluated on a case-by-case basis for each organization. Figure 3 (next page) highlights the key functionality of a WCM platform according to the level of complexity from Basic to Cutting-Edge. Figure 4 (Page 19) highlights the key functionality of CMS/CDS platforms based on the same four tiers. Use these graphics to determine the features that are right for your company. Download and complete Demand Metric’s Web Content Management Vendor Evaluation or our Content Marketing & Distribution Vendor Evaluation to assess several vendors at one time to see which may work best for your organization. V I E W R E S O U R C E
  18. 18. 18VENDOR SELECTION CRITERIA CUTTING-EDGE COMPREHENSIVE STANDARD BASIC Mobile Marketing, Visualization Tools, Advanced Analytics Editing & Publishing Tools, Workflow Management, Mobile Content & Social Media Channel Management, Content Analytics & Lifecycle Workflow Integration, Social & Mobile Tool Integration, Enterprise System Integration Content Creation; Delivery and Optimization, Editing Tools for Creation, Automation, & Collaboration; Content Delivery Across Platforms, Channels, & Devices Plug-ins & Add-ons, Open Source Content Management Platform, Third-party Developer Support CONTENT MARKETING: SOLUTION STUDY FIGURE 3: WCM VENDOR SELECTION CRITERIA BY FUNCTIONALITY TIER
  19. 19. 19 CUTTING-EDGE NICHE SOLUTION FEATURES COMPREHENSIVE STANDARD BASIC Content Strategy, High Content Volume Organization, Rich Media Campaigns, Automated Workflows, One-Click Distribution, Aggregated Performance Metrics 3D Product Visualization Tools, Advanced Analytics Universal Data Collection & Curation, Integrated with Creation & Distribution; Content Location & Scoring for Relevance; Digital Asset, Social Media, & Content Trend Analytics Content Sharing & Measurement Features, Recommendation Engine, Personalization of Content (down to the street level) Content Creation, Curation, Discovery, & Publishing Features VENDOR SELECTION CRITERIA CONTENT MARKETING: SOLUTION STUDY FIGURE 4: CMS/CDS VENDOR SELECTION CRITERIA BY FUNCTIONALITY TIER
  20. 20. 20CONTENT MARKETING: SOLUTION STUDYTHE EVOLUTION OF SHOPPER MARKETING The Content Marketing Solutions Landscape CONTENT MARKETING: SOLUTION STUDY
  21. 21. 21CONTENT MARKETING: SOLUTION STUDYTHE CONTENT MARKETING SOLUTIONS LANDSCAPE The Content Marketing Solutions Landscape Overview Vendor Playing Fields As mentioned previously, Content Marketing solutions fall into two main categories: Web Content Management Platforms – These platforms provide the structure and functionality for content creation and delivery across digital channels, and integrate with key internal CRM and MA systems. Key features include content management, editing & publishing tools, workflow management, mobile content & social media management, and analytics. Content Marketing and Distribution Platforms – These platforms provide the creation, organization, management, distribution, and measurement of content across all device types and channels. Key features include content creation, discovery, customization, recommendation, publishing, promoting & amplifying, content workflow & asset management, and analytics. In this study, we focused on vendors that offered platforms with a technology infrastructure that supports multiple applications rather than one-off applications. Vendors were placed in their category based on what we believe is their primary application focus, although many provide application and feature sets that blend from one platform category to the other.
  22. 22. 22CONTENT MARKETING: SOLUTION STUDYTHE CONTENT MARKETING SOLUTIONS LANDSCAPE Web Content Management Systems Vendors in the Web Content Management (WCM) market fall into one of five levels based on the depth and breadth of their content platform and applications, and their ability to manage content across multiple distribution points. We ranked vendors in this study on the following criteria: Content Management Platform Capability Creating, Editing, & Publishing Functionality Content Workflow and Lifecycle Management Delivery and Distribution of Content Level of Task Automation Team and Collaboration Capabilities Social and Mobile Content Capabilities Enterprise Integration Depth of Analytics Supported Figure 5 (next page) shows the progression of the WCM platform vendors and their offerings. Vendors fall into the following levels based on the above criteria: Basic – At the basic level, platforms offer an open source content management platform with features and tools for development and administration of the WCM. Plug-ins, add-ons, and third-party developers provide application support for the basic platforms. Standard – At this level, these platforms focus on the creation, delivery, and optimization of content with editing tools to create, automate, and collaborate on content. They support content delivery across all platforms, channels, and devices. Comprehensive – At this level, platforms include editing/ publishing tools, workflow management, mobile content & social media channel management, and analytics. Integrations for content lifecycle workflows, social and mobile tools, and enterprise systems are also supported. Cutting-Edge – At the Cutting-Edge level, Web Content Management platforms provide the key functions of the Comprehensive level, including editing/publishing tools, workflow management, social and mobile tools, and enterprise system integration. Advanced functionality in one or two areas, such as mobile marketing, visualization or analytics, may be seen. Niche – These vendors do not have the full functionality of the Standard or Comprehensive solutions. Instead, they offer one or more unique features that make them stand out in the market, or they provide a specialized solution to a smaller market segment.
  23. 23. 23THE CONTENT MARKETING SOLUTIONS LANDSCAPE CUTTING-EDGE Platforms COMPREHENSIVE Platforms STANDARD Platforms BASIC Platforms FIGURE 5: WCM VENDOR SOLUTION LANDSCAPE CONTENT MARKETING: SOLUTION STUDY
  24. 24. 24THE CONTENT MARKETING SOLUTIONS LANDSCAPE Content Marketing and Distribution Systems Vendors in the Content Marketing and Distribution System (CMS or CDS) landscape fall into five areas based on the functionality of their content marketing and distribution platform, and their ability to support or enhance the customer experience. What separates the WCM vendors from CMS/CDS vendors is that WCM vendors focus on content flow, organizational use, and management. CMS/CDS vendors focus on the sales, marketing, user experience, and user engagement aspects of the content. Although the flow of content across the three types of platforms may be similar, the end goals are different. We ranked vendors in this category on the following criteria: Support for Content Marketing Strategy and Process Platform Support, Scalability, and Flexibility Creation Capabilities Content Organization (i.e. editorial calendars, repositories, digital asset management, dashboard views) Content Workflow Management (collaboration, workflow management, notifications) Discovery & Curation Distribution & Publishing Enterprise System Integration Analytics Figure6(nextpage)showstheprogressionoftheContentMarketing and Distribution vendors and their product/service offerings. Vendors fall into the following levels based on the above criteria: Basic – At the Basic level, Content Marketing and Distribution platforms generate, discover, curate, and publish content for marketing, social sharing, and/or advertising. Standard – At the Standard level, Content Marketing and Distribution platforms focus on creating, discovering, publishing, sharing, and measuring content. These platforms can include recommendation engines for the amplification of relevant, personalized content down to the user level. Comprehensive – At this level, platforms support universal data collection and curation integrated with content creation and distribution through web, social, and mobile channels. Platforms offer analytics on the use of digital assets, social media, and content trends. Curation capabilities locate and score content for relevance. Cutting-Edge – At this level, platforms focus on content strategy, organization of high volumes of content assets, rich media campaigns, automated content workflow, centralized asset management, one-click distribution to digital channels (social, CMS, CRM, MA), and aggregated performance metrics. Niche – These vendors do not have the full functionality of the standard or comprehensive solutions. Instead, they offer one or more unique features that make them stand out in the market, or they provide a specialized solution to a smaller market segment. CONTENT MARKETING: SOLUTION STUDY
  25. 25. 25THE CONTENT MARKETING SOLUTIONS LANDSCAPE CUTTING-EDGE Platforms NICHE Platforms COMPREHENSIVE Platforms STANDARD Platforms BASIC Platforms FIGURE 6: CMS/CDS VENDOR SOLUTION LANDSCAPE CONTENT MARKETING: SOLUTION STUDY
  26. 26. 26THE CONTENT MARKETING SOLUTIONS LANDSCAPE Evolution of the Landscape As the Content Marketing landscape evolves, Demand Metric expects to see the following trends take shape within the WCM and CMS/CDS platforms: Deeper insights and analytics to enable marketers to view and respond to user engagement with rele- vant content. Tighter integration between content marketing and enterprise systems for a holistic customer view. Richer content and media ads that increase user engagement. More personalized experiences with rich media and relevant content through the integration of user social profiles. Increasing blend of owned, earned, and paid media to create higher level of “trusted content.” 1 2 3 4 5 All of the vendors mentioned in this study can be deeply reviewed in Demand Metric’s Content Marketing Vendors Matrix. V I E W R E S O U R C E CONTENT MARKETING: SOLUTION STUDY
  27. 27. 27ANALYST BOTTOM LINEANALYST BOTTOM LINE Analyst Bottom Line Content Marketing is a critical component of Digital Marketing. As noted in the beginning of this report, Content is King and Context is Critical. That makes the choice of a Web Content Management platform, and Content Marketing and Distribution platform, vital to every marketing organization’s ability to create a better customer experience. As content marketing evolves, users and customers will become less tolerant of content that is not directly relevant to their needs and the stage of their buying journey. The right content marketing strategy, combined with the right platform and tools, will ensure that the modern marketing organization uses its content for optimum marketing success. CONTENT MARKETING: SOLUTION STUDY
  28. 28. 28CONTENT MARKETING: SOLUTION STUDYTHE EVOLUTION OF SHOPPER MARKETING C O N T E N T M A R K E T I N G A C T I O N P L A N Follow this simple, step-by-step, methodology to develop a Content Marketing plan that increases sales, builds customer insights, and grows brand awareness. CONTENT MARKETING: SOLUTION STUDY
  29. 29. 29CONTENT MARKETING: SOLUTION STUDY 29ACTION PLAN Utilize our Content Marketing Maturity Assessment to eval- uate your current systems and initiatives for Content Marketing. 2 3 4 5 6 7 8 9 10  Review Develop Understand Request Identify Select Strategize Train Measure 1 Evaluate Evaluate Your Content Marketing Maturity V I E W R E S O U R C E
  30. 30. CONTENT MARKETING: SOLUTION STUDYACTION PLAN 30 2 3 4 5 6 7 8 9 10  Review 1 Evaluate Evaluate the organizational impact of making the change from your current systems and processes to a Content Marketing platform. Use our Digital Marketing Roles Matrix to review the company roles, responsibilities, processes, and technology that may be impacted by the change. Develop Understand Request Identify Select Strategize Train Measure Understand The Roles Required For World Class Content Marketing V I E W R E S O U R C E
  31. 31. CONTENT MARKETING: SOLUTION STUDYACTION PLAN 31 2 3 4 5 6 7 8 9 10  Develop 1 Develop a solid 12-18 month plan for your Content Marketing program with our Content Marketing Strategy Scorecard. Build a Content Marketing Plan You Can Share With Stakeholders V I E W R E S O U R C E Evaluate Review Understand Request Identify Select Strategize Train Measure
  32. 32. CONTENT MARKETING: SOLUTION STUDYACTION PLAN 32 2 4 5 6 7 8 9 10  Understand 1 Review our Content Marketing Vendors Matrix to learn about the key vendors/platforms in the Content Marketing space, and to understand which vendors may work best for your company. Discover and Research Key Content Marketing Vendors V I E W R E S O U R C E Evaluate Review Request Identify Select Strategize Train Measure 3 Develop
  33. 33. CONTENT MARKETING: SOLUTION STUDYACTION PLAN 33 2 3 4 5 6 7 8 9 10  Request 1 Request proposals from potential vendors by creating templates for each category you require: Web Content Management Content Marketing & Distribution Obtain Proposals From Your Favorite Content Marketing Vendors V I E W R E S O U R C E Evaluate Review Identify Select Strategize Train Measure Develop Understand
  34. 34. CONTENT MARKETING: SOLUTION STUDYACTION PLAN 34 2 3 4 5 6 7 8 9 10  Identify 1 After receiving RFPs from potential vendors, schedule and attend product/service demos with 3-4 vendors to get an up-close-and- personal view of their solutions. Follow these best practices: prioritize your requirements and use cases send your use cases to vendor in advance of demo define meeting length (max 1 hour) up front don’t let vendor control the demo rate each vendor using a scorecard have vendor demo their solution to your top use cases make list of key items that vendor doesn’t have clear answers for set clear expectations around follow-up and timeframes Learn More About Your Potential Vendors’ Product and/or Service Evaluate Review Select Strategize Train Measure Develop Understand Request
  35. 35. CONTENT MARKETING: SOLUTION STUDYACTION PLAN 35 2 3 4 5 6 7 8 9 10  Select 1 In order to help you make your selection for each type of tech- nology, evaluate your top 3-4 vendors in each category with Web Content Management Vendor Evaluation Content Marketing & Distribution Vendor Evaluation. Find the Best Fit by Evaluating Vendors Using Selection Criteria V I E W R E S O U R C E Evaluate Review Strategize Train Measure Develop Understand Request Identify
  36. 36. CONTENT MARKETING: SOLUTION STUDYACTION PLAN 2 3 4 5 6 7 8 9 10  Strategize 1 Use our Content Marketing Playbook to create your plan. Develop an implementation strategy and communication plan to roll-out the initiative across the organization and through your channels. 36 Follow Proven Best Practices to Content Marketing Success CONTENT MARKETING PLAN Playbook & Toolkit Follow this simple step-by-step playbook to develop a content marketing plan that supports your company’s goals & objectives. V I E W R E S O U R C E Evaluate Review Train Measure Develop Understand Request Identify Select
  37. 37. CONTENT MARKETING: SOLUTION STUDYACTION PLAN 2 3 4 5 6 7 8 9 10  Train 1 Develop an education/training plan for all affected personnel: marketing, product development, operations, and sales. 37 Train Your Team About Content Marketing Evaluate Review Measure Develop Understand Request Identify Select Strategize CONTENT MARKETING Training Course S TA R T L E A R N I N G
  38. 38. CONTENT MARKETING: SOLUTION STUDYACTION PLAN V I E W R E S O U R C E 2 3 4 5 6 7 8 9 10  Measure 1 Measure and track the progress of your Content Marketing initiative with our Content Marketing Metrics Dashboard. 38 Track Key Content Marketing Metrics Evaluate Review Develop Understand Request Identify Select Strategize Train
  39. 39. 39CONTENT MARKETING: SOLUTION STUDYOUR SOLUTION STUDY METHODOLOGY Our Solution Study Methodology The Modern Marketing landscape is an ever changing, ever evolving environment in which new strategies, technologies, vendors, and products appear continually. Demand Metric Solution Studies provide marketers with a focus on a specific technology solution set or focus area so that they are armed with the knowledge, information, and tools they need to develop effective strategies and action plans for their organizations. Each Solution Study involves hours of analyst research, draws information from interviews with vendor executives and established vendor clients for a specific technology solution, and is usually accompanied by a mini Tool-kit of practical resources. Solution Study Tool-kits are designed to provide marketers with the tools & templates they need to plan for an initiative in a given focus area, analyze the vendor landscape, and select the best vendor for their organization. Our Digital Marketing report series includes Solution Studies on: Social Media Marketing Mobile Marketing CRM Video Marketing Public Relations
  40. 40. 40CONTENT MARKETING: SOLUTION STUDYABOUT DEMAND METRIC Demand Metric provides Agile Marketing software powered by 1,000+ practical tools and resources to help our members complete their work faster and with more confidence. Our community of 125,000+ global members is composed of CEOs and business owners, marketing consultants and agen- cies, marketing executives and managers, and professionals who specialize in: product management, marketing operations, sales enablement, customer engagement, demand genera- tion, content marketing, project management, account-based marketing, and other disciplines. To learn more about Demand Metric, sign up for a free member- ship at: www.demandmetric.com V I E W W E B S I T E About Demand Metric
  41. 41. 41CONTENT MARKETING: SOLUTION STUDYTHE EVOLUTION OF SHOPPER MARKETING © Demand Metric Research Corporation. All Rights Reserved. www.demandmetric.com Follow us on Twitter Like us on Facebook Join Linkedin Group

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