By Peter Yorke, CEO, Yorke Communications

1. Content Strategy for
Marketing Success
Peter Yorke
CEO, Yorke Communications
February 2017
@PeterYorkeIN

2. We are a result-driven
Content and Digital
marketing agency
specializing in integrated
strategies and planning
with complete focus on
customer engagement and
optimizing conversions.

3. About Us
Headquartered in Bangalore,
part of the Adfactors PR Group
8 years of content excellence
133 happy customers
Over 7500 artefacts created
250 original collaterals every month
30 dedicated writers, designers and digital
marketing specialists
300+ freelance consultants across India and
the globe

4. Content Marketing works!
56% of marketers believe that personalized
#content promotes higher engagement rates
says @IBM
#Contentmarketing leaders experience 7.8X
more site traffic than non-leaders says @kapost
#Contentmarketing costs 62% less than
outbound marketing & generates 3x as many
leads says @demandmetric

5. Has
anything
changed?
2010

6. Not
really…
2017

9. What do you need to create
a successful content
marketing strategy?

10. 1. Long-term vision and
customer focus
Content
Strategy
All the content that you
create has to be folded
under a common
thought process and
clearly articulated vision

11. Simple idea,
powerful message
• Small is big and powerful
• Content is crucial
• Accuracy is paramount
• Audience is diverse
• Message – sharp and clear

14. You are servicing
customers
Don’t think for a moment that your fellow employees are
colleagues…they are customers

15. This means….
They demand service
They have a budget (often time not money)
They have high expectations
They are unforgiving in their criticism

17. 2. First impressions count.
Focus on your calling card
Website
Structured for fresh
content
Responsive
Clear value proposition
articulation

18. Your best calling card (on all devices)

19. Websites are still considered
important by marketers

20. 3. Customize your process
Research and
information
collection
Highly customized and
contextual

21. Why is content being created?
Yorke Communications-Paul Writer Red Book of Content Marketing August 2016

22. Budgets up but feedback…umm
Yorke Communications-Paul
Writer Red Book of Content
Marketing August 2016

24. What’s the process
Constituting the
team
On-boarding
process
Activity plan and
Value Prop –
Setting
Expectations
Delivery
Customer
Reviews
Project Sign off
Delivery = Persona Creation, Research, Writing, Review (including Editing)

28. 4. Architecting is more
important than writing
Analysis is
important
Writing comes naturally

29. Content generation requires strong
architecture
Yorke Communications-Paul Writer Red Book of Content Marketing August 2016

30. Content
development
Architecting and writing are two separate
activities
Use resources with the ability to connect
trends and thoughts
Don’t hire content writers
but content thinkers
Yorke Communications-Paul Writer Red Book of Content Marketing August 2016

31. 5. Strategy must be
evaluated based on
outcomes Look at
outcomes
Outcomes will
determine the success
of the program and your
personal success in the
organization

32. Shared Services Center
Information Portal
Production
Dissemination
Leveraged
External
Expertise
Standardiza
tion
Improved
Governance
Instant
Scalability
Increased
Strategic &
Business
Focus
Enhanced
Customer
Experience

33. Pillars of the strategy
Long term vision and customer focus
Focus on your calling card
Customize your content process
Architecting is more important than writing
Strategy must be evaluated based on outcomes

34. How do you proceed?
Without strategy,
content is just stuff.
And the world has
enough stuff
Arjun Basu
You need to create
ridiculously good
content – content
that is useful,
enjoyable and
inspired
Ann Handley
Good content is not
storytelling. It’s
telling your story
well.
MarketingProfs
Tap it right, and it keeps on giving

35. A case in point.
An innovative service desk
product that has customers
both globally and in India and
has adopted the content
marketing route.
Since 2015, Yorke Communications has been providing strategic content marketing
support to strengthen the company’s marketing initiatives.

36. Meet Rohan Joshi
• CEO and Co-Founder
• Over 30 years’ work experience
working across industry segments
• Over 20 years in Europe and the
Americas in IT leadership roles.
• Past positions include Head of
European Business for Infosys and
i-flex.

37. Meet Sudhir Prabhu
• CTO and Co-Founder
• Over 20 year’s experience heading
ERP businesses in the US and in
India.
• Past positions include Director-
Global Finance Systems at Barclays
Global Investors, and Executive
Vice President at L&T Infotech.

38. Enabling Customer
Service
Rohan Joshi and Sudhir Prabhu

39. Configurable, scalable and out-of-
the-box service desk solutions
designed for modern workplaces
and teams.

40. Our Products

41. Devices Channels
Add-Ons
Single
Sign-on
Projects
& tasks
collaboration
Knowledge
Base
Telephony
NMS Integrations Workflows Notifications

42. Enterprise
Service Desk
Customer
Support

43. Built for the Modern Enterprise
Quick Deployment Smart Agent Management
• Enterprises can go live
in less than 2 weeks
(vs. 3+ months)
• Customer Service can
be deployed in a day
(vs. 1 month)
• Check-in / Check-out , Ticket
Limits , Skills , Quiz ,
Surveys, Knowledge Base to
improve performance &
satisfaction.
Multi Channel Easy integration to enterprise systems
• Web, App, Social Media,
Email...
• Pre built placeholders in
the application.
Automation
Easily Configurable
• Categorization
• Grouping
• Assignment
• Admin module is powerful
to configure most of the use
cases

44. Notable Customers
Wolken has replaced many known
brands: e.g. HP , IBM , Zoho,
Spark Central & Service Now.
1 # of Customers using Wolken 20+
2
# of Support Analysts using
Wolken
2000+
3
# tickets flowing through the
system
5+ Million
p.a.
4 Active Certifications Pink, ITIL
>

45. Feedback & Recognition
Flexibility, quick roll out and cost. These were the key
evaluation factors for the Service Desk partner. iServiceshub
“WOW”ed our team on the day of demo – they came back with
a live setup on cloud and we had more or less taken a decision
by the end of the demo. The Wolken team ensured that the
WOW impact did not fizzle out and we launched the GNOC in
a matter of 3 months - including interconnect with Zabbix
NMS!
They have shown the flexibility to remodel flows to suit to our
needs and we are implementing more modules in addition to
the basic Service Desk.Going forward, iServiceshub will be the
backbone of our global operations spanning 59 countires and a
larger number of customers.
- Prashanth Shenoy, Head of Operations, OnMobile
"With the ease of use of our new Wolken
Service Desk, we have seen a fivefold
increase in the number of tickets
submitted. Our IT Support team has also
benefited from our new system...resolving
tickets at least 50% faster, while keeping
the end users very happy."
- Alwyn Reyes Igloo Director of IT
Winner of Barclay’s RISE
Top 3 at IBM GEP Smart Camp

46. Content Marketing efforts
(Our efforts so far)
Hrishikesh Mandara Halekote Shivanna
Director – Digital Marketing
Yorke Communications
@justhrishi

47. • Designed, developed and maintained
websites for Wolken Software and TeamToq
• Set up social channel presence across
LinkedIn, Twitter, Facebook and Google+
with a calendar approach to routine
engagement
• Published blog posts on a monthly basis on
topics related to Wolken’s business interests
including change request management,
service request management, incident
management, ITIL compliance, collaboration,
teamwork, productivity
2015
• Ran content-driven campaigns around an event that
Wolken was participating in (Pink 16) as well as
#IForgotDay, related to teamwork and productivity
• Conceptualized and delivered event-related collateral
such as flyers, standees, booth backdrops for Pink 16
• Developed long-form case studies to showcase the
quality of Wolken’s client engagements
• Worked closely with the founders on the brand’s current
re-positioning and key messaging exercise (expanding the
focus from IT service desk provider to holistic service desk
partner for enterprise and customer service teams)
• Revamped the website to reflect the organization’s new
offering and positioning, as well as to transform the
website from a purely informative tool into a robust and
responsive lead-generating touch-point
2016
The focus of this
phase was to create
an online presence
for the brand and
begin engaging with
an online audience
using thought-
leadership blog
posts and social
posts
The focus of this
phase is to use
different forms of
content to support
the organization’s
online and offline
sales initiatives,
and run campaigns
to create more
brand awareness
and engagement
Laying the
content foundation
Architecting the next phase of
content-driven engagement
30+ blog posts
13.41% e-book
landing page
conversion rate
1900+ social
posts

48. New Website
Blogs
eBook
Social Media
Complete strategic content marketing support

49. Yorke Communications
devised a strategic event
marketing plan to increase
awareness of Wolken Software
during the #Pink16 event.
• The campaign increased
brand reach and
engagement by 100% during
the event.
• It generated 35+ quality
leads. Content continues to
generate leads organically.

50. Thank you