Content Marketing for B2B: Aligning Storytelling to Lead Generation

Content Marketing for B2B: Aligning Storytelling to Lead Generation

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  The medium is multimedia Sourcingstarts with search, social Media is now deeply personal Authority is not exclusive to journalists Buyers are digital- smart and increasingly niche Comments have become the content
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  “YOUR STORY” ISSHAPED IN 100 PLACES EVERY SECOND
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  8 SECONDS The averageattention span of an Internet user.
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  4 SECONDS The amountof time that 17% of Internet users spend viewing a page.
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  Customer expectations arechanging Becoming multichannel users Always-on customers expect always-on brands Expect personalization IN ONE INTERNET SECOND 486,111 WhatsApp Messages 7,203 Tweets 55,119 Google searches 60,000 likes
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  10 Cyclical campaigns yieldtransaction relationships Boom and bust cycle of digital campaigns has left brands without necessary equity building with their target audience. FROM an on & off cycle of one-off announcements and campaigns TO a sustained equity- building foundation that sustained content marketing campaigns build on 21st century content marketing foundations
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  21st century contentmarketing foundations Unified content experience for customers EXPERIENCE-CENTRIC Collaborate with sales to deliver on common goals OUTCOME-BASED Adaptive, iterative, insights-driven content AGILE & LEAN Extending storytelling through employees, partners, customers ECOSYSTEM-DRIVEN
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  Where did westart?
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  PLAN BUILD EXECUTEMEASURE How? PLAN BUILD EXECUTE MEASUREEXECUTE
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  1. Audience mapping+ Buyer Persona Definition Who’s the audience, what do they care about? A careful analysis of new or existing demographic, psychographic and consumer behaviours to develop audience profiles. Addressing who is our audience per market; where are they spending time online; what are they doing on various channels; when are they doing it; how does the audience want to interact with brands online. PLAN
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  PLAN: how? Define whatthe brand stands for • What is our brand proposition. What do we want people to know us for? Understand the audience • Who are we trying to reach, what are there behaviors, and what do they want to know? Align brand objectives with audience interest • Talk about the connect - what the brand stands for and what its audiences stand for.
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  Hi! I’m Pat! 33years old Digital strategist with a Fortune 500 firm Single Curious about what’s new in the world I AM For rapid career development To get fitter, faster Had more time for family Experienced a Woodstock-like event Traveled more I WISH New technology Gadgets & wearables Social & personal interactions To shop online Sports I LIKE 06
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  My typical day Wakeup and go for a run 5:30am Watch videos during transit to work 8:42am Use productivity tools to improve my efficiency 11:36am Use Google maps to locate a new bakery my BFF raved about on FB 1:10pm Watch my favorite TV series on Netflix 7:15pm Read news on my mobile phone 6:50am 11:15am 12:00 pm 5:30pm 10:00pm 07 Engage with multiple devices & digital technologies at work For lunch, go to my favorite restaurant near work Browse fashion websites for best deals on my favorite brand Late night catch up with my friends, using instant messaging apps
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  What drives mypreferences... 08 Ecosystem-DrivenExperience-Centric Outcome-Based Agile & Lean Customer-centric, experience- first approach EXPERIENCE CENTRICITY 70% of millennials prefer brands they can trust AUTHENTICITY Millennials identify with brands more personally and emotionally EMOTIONAL CONNECT
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  My #CoolestInterviewEver Making HCLthe preferred employer brand across 31 countries Making HCL the leader in reach and engagement on Twitter Making HCL the digital disruptor for Gen Y OBJECTIVE OUTCOMES 09 387M Impressions 266k Engagement 60,478 visits to official website 5000+ participants in Round 1 83% increase in follower rate on Twitter $1M NMV Ecosystem-DrivenExperience-Centric Outcome-Based Agile & Lean
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  I like itwhen brands get “me”… 10 Closed-loop analytics Clearly defined buyer personas Ecosystem-DrivenExperience-Centric Outcome-Based Agile & Lean Personalized message and content Engaging stories
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  I am aManchester United fan! 705M impressions in digital activations 215M impressions from #UnitedByHCL TweetChats. Trended globally across 13 cities SoV grew by staggering 290% over the duration of the campaign Followers on HCL Tech social media channels increased by 85% KEY OUTCOMES $4.4B in funnel intervention $857M deal impact 150+ customers engaged at Old Trafford DEAL IMPACT PARTNERSHIP AWARENESS 72% OFFICIAL DIGITAL TRANSFORMATION PARTNER 11 BRAND AWARENESS 3X X Ecosystem-DrivenExperience-Centric Outcome-Based Agile & Lean
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  I move fast.You need to keep up... LINEAR CONTENT STRATEGY Big strategy User research adjust design and build measure new big strategy 12 Ecosystem-DrivenExperience-Centric Outcome-Based Agile & Lean Big ideas, big bang launch, big budgets
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  I move fast.You need to keep up... 13 Little Strategy Plan Design Launch Measure Insights Adjust Little Strategy Learning Curve Plan Design Launch Measure Insights Adjust Little Strategy Learning Curve A. Continue B. Try something else Ecosystem-DrivenExperience-Centric Outcome-Based Agile & Lean AGILE CONTENT STRATEGY Micro-strategies, big insights, rapid iterations
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  Ecosystem to supportstorytelling Ecosystem-DrivenExperience-Centric Outcome-Based Agile & Lean • Build advocates in the CXO and senior management • Find and nurture people who can work together to create more value-added content than they could independently • Content marketers should own their organizations’ content strategy • Use customers, employees, beneficiaries to tell your story 14
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  2. Brand Narrative+ Content Strategy How do we sound? How do we behave? The words, tone and imagery that a brand or organisation uses must be defined to communicate in the most effective way. That, along with the audience personas develop into the content strategy of the brand: what stories, told by who, using what inputs, in what format, on what channel, at what frequency? BUILD
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  Here’s Cola Cola’sContent Strategy: Play Video
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  3. Channel +platform alignment Which platforms are we engaging on? Having the right mix of online and social media channels to publish content is critical to driving traffic and engagement – on all screens: mobile, desktop and possibly, TV. Whether its an online newsroom, eNewsletter or Facebook page, carefully plan where and how content is published. BUILD
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  Editorial Wholly Owned ContentHub Campaign Activations Native Advertising, Paid Syndication Media Partners/ Integrations Social Channels Community Generated Credible Engagement With Niche Communities FUEL FUEL FUEL FUEL EXAMPLE: An Always-On Engine
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  4. Content production What’sthe format? Who’s developing it? Building on steps one and two, establishing and maintaining an editorial process is critical to longevity, resourcing and implementation of a content marketing operation. The content calendar will drive formats – video, copy, infographics, animation, GIFs, audio etc. EXECUTE
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  5. Distribution +campaign management Owned, earned and paid media work together to complement and support existing marketing and communications efforts. Syndication, publishing and native advertising become the lever to ensure message penetration and share of voice. EXECUTE
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  Extending the Valueand Reach of The Content Have a distribution strategy with an innovative publishing mix that includes organic social amplification, paid digital advertising, media partnerships, blogger sponsorships, partner relationships and native advertising, among others. Facebook Apps LinkedIn Blogs Instagram Blog Posts YouTube Vimeo Storify Yahoo SEO & Keywords CEC Promoted Tweets Email Sponsored stories Blogs & blog sponsorships Social ads Google CACs Events Trade shows Web media Content aggregators Twitter Likes & Comments Radio Forums News Release Paid Media Social Search PR Native ads 360 degree amplification TE
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  E 6. Analytics &program optimization Performance analytics and KPIs to ‘test and scale’ content operations in different markets to standard content investment and benchmarking. Analytics provide a nimble framework to adjust paid, owned and earned media strategies as well as provide feedback in real-time on campaigns. Arrive at: weekly/bi-weekly analytics update and monthly performance review to make decision on content and publishing based on data, to meet business outcomes.
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  EXAMPLE: Social Listening Dashboard
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  Social*I D 2 Content Strategy Social*I D 3 Platform Strategy Social*I D 4 Creative Strategy Social*I D 1 Audience Analysis content rules innovative shareable actionable ALL TOGETHERNOW: integrated content + platform approach
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  Brand Proposition Key Messages+ Story Architecture Influencer engagement (Government, Media, Analysts, Celebrities) Community engagement (Consumers, Industry/Business Professionals, Government, Employees) Owned Online news center and websites Social media channels and executive profiles eNewsletter, databases CRM Earned Bloggers and influencers Search engines Paid Native advertising Social media advertising Story Platforms, News + Thought Leadership Audience Map + Personas Stakeholder & media mappingContent Publishing + Digital Engagement FINALLY: The Integrated Content Marketing Model Performance analytics + Data-driven planning Creative+Content Influencer/Community Engagement Optimize strategy, tone, visual design Creative+Content DigitalEngagement
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  Sample customer journeyacross the content cycle 16 Rick visits HBR.com and sees the 21CE paper Interesting.. This whitepaper has some good insights. Let me find out more.. Visits HCLT landing page Hmm.. But what broader expertise do they have in my industry? But…Can I trust them? They have a good perspective.. But have they done any work on these areas? Views RBTC client videos Rick, CEO of a G2K firm, is keen to make his organization future- ready. He is an HBR reader. Reads case study on landing page Reads material on BU page Hmm.. but how are they to partner with? Views EFCS videos Let me ask them to meet me