MMCC2015PPT Final
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This document summarizes a presentation about content marketing strategies. The presentation was given by Peggy Winton from AIIM and Christie Gunden from Brightfind and focused on how to develop an effective content marketing plan. They discussed defining customer personas, creating a content taxonomy, assessing current content, developing new content for personas, automating content distribution, and using metrics to track goals and measure results. They provided examples from their own organizations and emphasized focusing content on helping customers rather than just marketing.
MMCC2015PPT Final
- 1. Content Marketing Strategies for Success June 1, 2015 11:30-12:30 Peggy Winton, Chief Marketing Technologist, AIIM Christie Gunden, Director of Marketing, Brightfind
- 2. Meet Peggy Winton Chief Marketing Technologist @pwwinton pwinton@aiim.org
- 3. Meet Christie Gunden Director of Marketing @christiegunden cgunden@brightfind.com
- 5. How do you view your role? “…Every person is becoming a technology company…” Peter Sondergaard Gartner “Marketing is too important to be left to the marketing department.” David Packard Hewlett-Packard
- 6. “By 2017, the CMO will spend more on IT than the CIO.” Gartner A Convergence
- 7. We’re living this • Our MOST valuable IT project is the one that requires the LEAST IT resource. • Our experiences in deploying (Hubspot) say a lot about how associations should view enterprise systems.
- 8. Some 70% of buyers (members) have already done their research BEFORE they even begin a conversation with you. Consumerize it
- 9. All stakeholders can play a roll in: • avoiding generalized messaging • delivering highly personalized content that increases conversion rates, customer satisfaction, and ultimately, revenue. At the Center is the Customer
- 10. 1. content taxonomies and audits 2. content tagging and tiers 3. inbound (and outbound) workflows 4. customer scoring and segmentation 5. content and customer analytics Our Content Marketing Plan
- 11. Who Buys or Engages? 1. Define personas. Create a content strategy for these personas. 2. Develop a taxonomy around the content that your personas find valuable. 3. Take stock of what you’ve got, then develop new, loveable, targeted content. Step 1: What Have we got?
- 12. Step 2: Map your Content • Tag by keywords • Customize by interest & stage • Deliver content that addresses THEIR needs
- 13. Ours Looks Like This
- 14. Steps 3 & 4: Process/Automation
- 15. Step 5: Consolidated Reporting
- 16. Here’s what we Learned… • Blogging, social, website and email have only 3 purposes: 1) get found by potential customers/members 2) engage them with quality content 3) nurture them to a purchase • Everything else re content marketing is wasted time • Focus your efforts around matching customers with content (i.e., “helping” rather than “marketing”) • Measure, analyze, tweak, repeat • Get the right tools for the job!
- 17. Goal Setting
- 18. The Importance of Goal Setting 1) Focus and measure progress 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 Goal 1 Goal 2 Goal 3 Q1 Q2 Q3
- 19. The Importance of Goal Setting 2) Prioritize and avoid distractions Communities Conferences Social Advertising Email Website SEO Direct Marketing
- 20. The Importance of Goal Setting 3) Accountability for successes & failures Identify Track Report
- 23. Identify SMART Goals S M A R T + Strategic
- 24. 1 2 4 3 Action Measurable Item Time Frame Metric
- 25. Identify SMART Goals Increase applications on the Membership page by 10% by December 31st. Example goal:
- 26. Identify SMART Goals Increase website traffic. Example goal:
- 28. Track Your Goals Take benchmarks. “A standard or point of reference against which things may be compared or assessed.” (www.businessdictionary.com)
- 29. Track Your Goals How do you take a benchmark? • Determine which metrics matter • Document them • Employ the right tools
- 30. Track Your Goals My favorite free tools: • Google Tag Manager • Google Universal Analytics • Screaming Frog
- 31. Report Regularly. (because you deserve it)
- 32. Report Regularly Personal Career Development: • Prove your hard work (and your results!) • Data is the new currency
- 33. Report Regularly For your organization: • Analyze and interpret • Mature data informs decision-making • Continuous improvement model • Embrace the “Frankensystem”
- 35. Real Life Examples Problem: Clicks in the footer instead of the homepage Goal: Increase percentage of visitors clicking on the homepage to surpass footer immediately Tracking tool: Google Analytics link attribution
- 36. Real Life Examples Solution: Change header from “What’s Happening” to “News and Events” Monthly Reporting • Data integrity increases with high traffic sites
- 37. Real Life Examples www.brightfind.com Problem: Deciding between narrative and simple navigation Goal: Provide the clearest possible navigation for visitors at website launch
- 38. Real Life Examples Who We Are About How We Help Process Our Work Our Solutions How We Think Work Offerings Blog Camp #1 Camp #2
- 39. Real Life Examples Reporting PPT presentation showcasing the results • Success ratings, time to select • Ongoing – how are navigation paths? No one could argue the data:
- 40. Q: How many marketers does it take to screw in a light bulb? A: None -- they've automated it. Now, how do you view your role?
- 41. Thank You! Peggy Winton Chief Marketing Technologist AIIM pwinton@aiim.org Christie Gunden Director of Marketing Brightfind cgunden@brightfind.com View the PPT at info.brightfind.com/MMCC
Editor's Notes
- #3: Backstory & philosphy
- #4: Backstory & philosphy
- #20: Modern marketers are responsible for content in all of these areas, and more!
- #21: We must be circling through a continuous process of identifying goals, tracking them, reporting on them, and having our reports inform our next goals.
- #22: New Years Resolution: 45% of the US review their life & decide what goals to make in the upcoming year. 8% of Americans are successful in achieving their resolution.
- #23: Set yourself up for success by documenting smart content marketing goals.
- #24: Think strategically: what supports and aligns with your organization’s mission and goals?
- #25: A smart goal can fit into this format: Take an action against a measurable item by this metric in this time frame.
- #26: Your website is a MAJOR hub for your organization’s content, and needs to be strategic. Consider why it exists and develop goals around it! This example supports a general strategic goal held by many organizations of increasing membership. You might not look at this immediately and think “content marketing goal,” but content is going to be what supports the success of this goal: from the content on the membership page, appropriate imagery, text on the submission button, to the thank you message
- #27: Website traffic has no measurable impact on bottom line. To which page and why? More members to join? More conference registrations? These are your goals.
- #28: After you determine that you have a good, smart goal that meets strategic objectives, tracking it is imperative. Let’s talk about how you do that.
- #29: AKA – a starting place. In order to know what improvement looks like, you must know where you started. These are the things that help you say “I contributed to the increase of membership applications by 10% over the course of 6 months.” You’ll never be able to send anyone a fancy report showing them how awesome you are if you don’t know how much you’ve grown and in what time period.
- #30: Analytics. UX testing. A/B testing.
- #32: If you don’t track, you have no way of knowing how your initiatives are performing.
- #33: Forget “data is the currency of the future” – data is the currency of NOW. Data should prove out everything you do, including your content marketing decisions. Data informs decisions that are bigger than the marketing or communications department. Marketing is increasingly embraced by executive leadership teams, and this is how to be prepared. Don’t wait for an annual review.
- #34: Forget “data is the currency of the future” – data is the currency of NOW. Data should prove out everything you do, including your content marketing decisions. Data informs decisions that are bigger than the marketing or communications department. Marketing is increasingly embraced by executive leadership teams, and this is how to be prepared. Better for you, better for your resume, and better for your company.
- #36: Strategic business goal: drive users to upcoming events where new and established can view thought leadership pieces: webinar, conference, new thought leadership pieces to download. Problem: .5% was clicking it on the homepage; 5% of visitors were navigating to the footer instead. All of that valuable content was going unnoticed and unengaged.
- #38: The Brightfind brand strategically incorporates friendliness into our brand. We were in a very heated debate, split down the middle. A lot at stake: the visibility of all of our content.
- #39: We tested our identified personas using a tool called TreeJack: If you want to know where our design services are, where would you go? Where would you go to find information on this organization’s employees?
- #40: The data doesn’t lie. People were so confused by the narrative navigation! After the implementation, we continued testing. Our Google Analytics shows that visitors are following the general path we’ve identified in the order which we’ve identified it. They are following the story we wrote in a way that they told us they want to hear it. This gives our content every opportunity to be accessed & gives us a baseline for future testing.