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1@DaveChaffey #b2bconf
Plan, Manage, Optimise:
Preparing for Content
Marketing in 2014
B2B Marketing Annual Conference
November 7th 2013
Dr Dave Chaffey
www.smartinsights.com/b2bconf
2@DaveChaffey #b2bconf
About Dave Chaffey
About Dave Chaffey
• A professional trainer
in E-marketing since
1997
• Author of 5 bestselling
marketing books now
in their 4th and 5th
edition
• Manages
SmartInsights.com a
marketing advice site
with paid members in
over 50 countries
• Insights Director at
agency ClickThrough
Marketing
3@DaveChaffey #b2bconf
Trend 1: A planned, strategic approach
Questions
 Plan?
 Strategy?
 Objectives?
 Control
through
analytics?
www.PRSmith.org
Details: Smart Insights
4@DaveChaffey #b2bconf
Source: B2B Content Marketing 2014 US
5@DaveChaffey #b2bconf
Trend 1: A planned, strategic approach
www.PRSmith.org
Details: Smart Insights
6@DaveChaffey #b2bconf
Reviewing content marketing effectiveness
using a TOWS matrix?
7@DaveChaffey #b2bconf
Strengths:
 Defined strategy and
responsibility
 Amplification
 Content quality
 Contributors
Weaknesses:
 Gaining engagement …
conversation
 Influencer outreach
 Limited organic reach
Opportunities:
 Niche social media
sites
 New content types
 Targeted advertising
SO Strategies
• Getting existing
contributors involved in
social networks and other
sites
• Repurposing
WT Strategies
• Scaling outreach?
Threats:
 Generic competitors
target niche
 Niche competitors
improvements
ST Strategies
• Niche partnerships
WT Strategies
• Own niche positioning
• Strategic partnerships
8@DaveChaffey #b2bconf
Source: UK 2013 Content Marketing Survey
Your content marketing challenges?
9@DaveChaffey #b2bconf
Research Findings
Source: UK 2013 Content Marketing Survey
10@DaveChaffey #b2bconf
Trend 2. Integrating content into the brand experience
Audience use of
digital and social
media > Personas
Commercial goals >
Customer
engagement
> OVP
> Marketing Mix
Branded
Content Marketing
Strategy
Integrated
Marketing
Communications
Strategy
Integrated
Digital platform
tactics and tools
Inc Social Media
OVP = Online Value Proposition
= Brand Adding Value to Audience
= Brand Positioning
 Help me do my job / live my life
 Help me develop / learn
 Help Make me look good
 Help Entertain Me!
 Help me Select and Use Products
MAKE YOUR SITES A DESTINATION
http://bit.ly/smartovp
Not just campaigns….
11@DaveChaffey #b2bconf
Requires improved
editorial planning…
http://www.smartinsights.com/guides/editorial-calendar-spreadsheet/
12@DaveChaffey #b2bconf
Requires deeper marketing personas
http://www.smartinsights.com/guides/customer-persona-toolkit/
13@DaveChaffey #b2bconf
http://www.smartinsights.com/guides/customer-persona-
toolkit
14@DaveChaffey #b2bconf
Trend 3. Structured evaluation of content
Criteria?
 Rev/visit
 Demand+ lead gen
 Amplify
 Brand fit
 SEO
 Longevity
 Authority and
Thought Leadership
 Individual pain
points?
 Repurposeability
 Risk/reward
15@DaveChaffey #b2bconf
16@DaveChaffey #b2bconf
17@DaveChaffey #b2bconf
Trend 4. New content formats
http://www.smartinsights.com/healthcheck
18@DaveChaffey #b2bconf
Supporting prospects on a journey
19@DaveChaffey #b2bconf
The need for more evaluation
Source: B2B Marketing report
20@DaveChaffey #b2bconf
Trend 5. Smarter Evaluation
 Q. Do we have the right performance criteria?
V Q V C
Volume:
Desktop/Tablet/Smartphone
 Unique visitors
 Visits
 Page views
Quality:
Desktop/Tablet/Smartphone
 40% bounce rate
 5% conversion rate
Value
Desktop/Tablet/Smartphone
 Number of sales or leads
 Average order value or selling price
 Goal value per visit > Page value
 Revenue per visit (E-commerce) > Page value
Cost
Desktop/Tablet/Smartphone
 Cost per thousand (CPM)
 Cost per click (CPC)
 Cost per acquisition (CPA)
 Cost per sale (CPS)
21@DaveChaffey #b2bconf
Example - Linking goals to KPIs
22@DaveChaffey #b2bconf
Example B2B Dashboard
Source: Michael Brenner
23@DaveChaffey #b2bconf
Use Google Analytics MCF
to understand true value
2
3
Measuring assists in Google Analytics
Google’s new social reports
24@DaveChaffey #b2bconf
Trend 6. Marketing Automation
integrating IP, web + email scoring
Source: WOW Analytics
25@DaveChaffey #b2bconf
Marketing Automation Flow
Source: WOW Analytics
26@DaveChaffey #b2bconf
Source: WOW Analytics
27@DaveChaffey #b2bconf
https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp
Trend 7 Increasing mobile support
28@DaveChaffey #b2bconf
Trend 8 Expansion in paid media options
 REACH
29@DaveChaffey #b2bconf
Effectiveness (potential sales volume)
Investment(resourceneeded)
SEO
AdWords
Remarketing
Facebook
custom audiences
AdWords
Social
amplification
Media related
PR
Influencer
PR Integrated
engagement
campaigns
Blog
marketing
Vertical niche
campaigns
 REACH
Sponsored
Tweets
Instagram
Which paid, owned, earned media should we target?
FBX
Retargeting
Facebook
Promoted Posts
LinkedIn
Sponsored updates
LinkedIn
Targeted Ads
30@DaveChaffey #b2bconf
LinkedIn example
31@DaveChaffey #b2bconf
32@DaveChaffey #b2bconf
Trend 9. Scaling influencer and
partner outreach – tools and process
http://bit.ly/smartoutreach
33@DaveChaffey #b2bconf
Influencer outreach – key
questions…
 Do we invest enough time in this?
 Who is responsible for this?
 What is our process for influencer marketing?
 How do we segment influencers?
 How do contact priority influencers?
 How do we measure success?
 How do we scale this?
 Tools to manage?
34@DaveChaffey #b2bconf
http://tprk.us/ukomblogs13
Co-Created
Content - Lists
35@DaveChaffey #b2bconf
Influencer management with Group High
36@DaveChaffey #b2bconf
Social Networks
Direct social messages
Email
Blog
Search
PDF
Slideshare
Long form interviews
Single images
Contribute
Download
Subscribe
Share
Attend Conference
Example: Discover – Consume - Act
All Content & Promotions Consider:
 “Findability”
 “Engagement”
 “Shareability”
37@DaveChaffey #b2bconf
1. Created Demand
2. Dominated SERPs
3. Event Awareness
4. Registrations, Sessions
43k ebook views - 6 days
1k+ PDF downloads
5k views interviews
500+ social shares
100+ inbound links
38@DaveChaffey #b2bconf
You're a secret agent on a mission and you're
having a rendezvous with your agency contact after
pulling a dangerous undercover operation.
You now have a coveted secret. A content
marketing secret.
What secret for achieving success with content
marketing will you share? The content marketing
world depends on it!
One Clever Question
39@DaveChaffey #b2bconf
Build in reasons to share + add
40@DaveChaffey #b2bconf
41@DaveChaffey #b2bconf
Trend 10. Personalisation
42@DaveChaffey #b2bconf
Need to get the Sell-Inform-Entertain balance right in 2014!
43@DaveChaffey #b2bconf
Let’s Connect!
Questions & discussion welcome
SmartInsights.com
 Blog
www.smartinsights.com/blog
 Feeds
www.feedburner.com/smartinsi
ghts
 Email Newsletter
www.smartinsights.com
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
ww.twitter.com/DaveChaffey
https://plus.google.com/u/0/10625135037962
2013691

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Dave Chaffey: Preparing for Content Marketing 2014: Plan, Manage and Optimise.

Notes de l'éditeur

  1. Q. How do you communicate your OVP = Sell/Inform/Entertain balance?
  2. http://socialfresh.com/best-worst-content-marketing/
  3. Boxes in Orange relate to Lead Scores and triggers – this is basic and looking at total score rather than specific behaviour – the starting point for most people if they don’t have the ability to segment based on specific browsing behaviour (i.e. no WOW).
  4. Boxes in Orange relate to Lead Scores and triggers – this is basic and looking at total score rather than specific behaviour – the starting point for most people if they don’t have the ability to segment based on specific browsing behaviour (i.e. no WOW).