4D Marketing – the Key to Creating Amazing Content - Gareth Case, Director of Marketing, Xchanging and Xuber (14:30 - 15:00)
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You’re probably thinking, 4 dimensional marketing? Sounds like another bunch of buzzwords that will undoubtedly cost me money at some point. Wrong. The 4D methodology can be created from scratch (often expensive) or from recycling content that’s sitting right under your noses. So. What is 4D marketing and why should you care? Gareth will demonstration the 4 dimensions that are going to make your next campaign (or piece of collateral) the most effective you’ve ever produce: Dimension 1 – Content Dimension 2 – Vertical Market Dimension 3 – Job Function Dimension 4 – Media
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4D Marketing – the Key to Creating Amazing Content - Gareth Case, Director of Marketing, Xchanging and Xuber (14:30 - 15:00)
- 1. 4D Marketing The Key to Creating Amazing Content garethcase.com @gareth_case
- 2. Introduction A bit about me • • • • 15 years running B2B marketing teams Global Director of Marketing for Xchanging plc and Xuber Author of a B2B marketing blog – garethcase.com Follow me on Twitter - @gareth_case garethcase.com @gareth_case
- 3. So you’re probably thinking… garethcase.com WTF IS 4D MARKETING @gareth_case
- 4. Put Simply It’s a proven methodology to make your content and campaigns absolutely bloody brilliant. garethcase.com @gareth_case
- 5. I’ve spent 15 years collecting these. garethcase.com @gareth_case
- 9. And what if I don’t want to read your brochure in the ‘conventional’ way? garethcase.com @gareth_case
- 10. The fact is - You’re giving me no choice garethcase.com @gareth_case
- 11. Raise your hand if your company has a corporate brochure or overview. garethcase.com
- 12. Keep your hand up if you have read, in full a company brochure in the past month. @gareth_case
- 13. Keep your hand up if it inspired you. garethcase.com @gareth_case
- 14. Keep your hand up if you shared it with anyone.
- 17. Look around your business. You’ll have more than you think.
- 18. This important first step lays a vital foundation. garethcase.com @gareth_case
- 20. This part all about tweaking the content garethcase.com
- 21. But this is all a bit 90’s No? garethcase.com @gareth_case
- 24. No matter what your business is. garethcase.com @gareth_case
- 25. Different stakeholders within your customer and prospect bases will have different needs. garethcase.com @gareth_case
- 27. We are not all equally receptive to the same types of media. garethcase.com @gareth_case
- 28. So why do we force the same types of media on our customers? garethcase.com @gareth_case
- 29. AND expect them to engage? garethcase.com @gareth_case
- 30. So, the need for differentiation and relevant content has really never been more important garethcase.com @gareth_case
- 31. A 4 Dimensional Example • • • • 1 piece of source content (Company Overview PDF) 8 vertical markets (Fin/Ins/Ret/Man/T&L/Aer/Hea/Pub 6 Job Functions (CEO/CFO/CTO/COO/IT Dir/Mar Dir 8 Media Types (Brochure/Infographic/Video/Blog/Social/Whitepaper/Anim ation/DM • 8x6x8= 384 pieces of content from a single source garethcase.com @gareth_case
- 32. 384? WTF? When will I have time to even start thinking about it? garethcase.com @gareth_case
- 34. In started with…Yep you guessed it. The company overview brochure garethcase.com @gareth_case
- 35. We made it highly relevant to the insurance market. garethcase.com @gareth_case
- 36. And tuned the messaging for the CEO garethcase.com @gareth_case
- 37. Then we turned out an infographic. Same content, same message, different format. garethcase.com @gareth_case
- 38. Then repeated steps above – An animation garethcase.com @gareth_case
- 39. • Within 1 month of launch • • • Company Overview PDF – 18 Downloads Company Overview Infographic – 121 Downloads Company Overview Animation – 1,283 Views garethcase.com @gareth_case
- 40. The message was crystal clear. The company overview brochure was dead (almost). Giving people the choice of how they consume our information was working. garethcase.com @gareth_case
- 41. The main reason’s for a 10 fold increase in views for each document? Differentiation and less time require to consume. 2 vital components garethcase.com @gareth_case
- 42. • We took it to the next level when we launched Xuber Analytics • • • • • • • • • • • Product Fact Sheet on website Presentation on Slideshare Infographic on website Animated Video on You Tube Series of 5 Blogs on Website Live Event in London Press Release and Journalist Engagement Analyst Reports Job Function Specific Messaging All tailored to the UK/US commercial insurance industry All supported by a Social Content Plan across 8 networks garethcase.com @gareth_case
- 43. • Xuber Analytics as a suite of content (and associated thought leadership) is now: • • • • • • • Searchable Sociable Distributable Accessible Measurable Visible Consumable • Try it – search Xuber Analytics on Google garethcase.com @gareth_case
- 44. • Instead of ‘PUSHING’ out Brochures garethcase.com @gareth_case
- 45. • We’ve created an engaged, relevant ‘pull’ community garethcase.com @gareth_case
- 46. • Xuber Analytics Results • • • • • 330,000+ views accumulated across all content 8 direct sales opportunities 21 leads in development £2.3M recognised pipeline opportunity And when it’s ‘out there’ it’s ‘out there’ garethcase.com @gareth_case
- 47. Yes, content marketing is driving actual revenue for our business. Remind me, how many deals have you won from your company overview brochure again? garethcase.com @gareth_case
- 49. Content marketing executed properly, will provide a better, more measurable ROI than any other marketing activity. garethcase.com @gareth_case
- 50. The rise of the Content Marketing Manager is upon us. It will be the fastest growing marketing role of 2014. garethcase.com @gareth_case
- 51. Content is almost definitely king. Invest in it. That means your time, your resource & your budget. You have no chioce. Unless you like finishing 2nd. garethcase.com @gareth_case
- 52. Content marketing is not to be confused with lead generation. It’s far more powerful. garethcase.com @gareth_case
- 53. It doesn’t just influence search engines, it can create communities and unlock new markets, previously inaccessible. garethcase.com @gareth_case
- 54. If you don’t take content seriously, really seriously, as a keystone in your marketing strategy, it’s time to re-consider your career. garethcase.com @gareth_case