Content marketing proposition
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It's not easy to build a content marketing programme that gives customers what they need at every stage in their buying process and measures ROI in a meaningful way. Here's my way of doing it.
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Content marketing proposition
- 1. Content Marketing Proposition Strategic Integrated Measured www.contentworks.me
- 2. What’s wrong with content marketing? Indiscriminate • Bandwagon • Unfocused • Noise • Generic • Mildly interesting • Promotes the category • Helps competitors • Extremely wasteful Detached • Forgotten how to listen • Telling not asking • What marketing want to say • Not what customers want to know about • Disconnected from Sales process Mechanistic • Measured but not meaningfully • Engine diagnostics not satnav • Monitors the marketing machine, not achievement of business objectives • Clicks, views, followers, likes • Not revenue or profit When it should be: Strategic Integrated Measured
- 3. Proposition Overview Tone of VoiceBrand Model Buying Process Content Marketing Service Editorial PlanOperating Model Production Process Sales Integration Balanced ROI Scorecard Live Events Selling this Proposition Illustrative Budget Sample Web ShowSample Hub Content
- 4. Brand Model Brand Idea • How do we fulfil this purpose? • What is it we actually do? • How do we actually do it? • How do customers benefit? • What is it that we make possible? • What are we experts at? Brand Personality • If our brand was a person… • What kind of character would they have? • What sort of person would they be? • What are their character traits ? – say 5? • What makes them stand out? • What’s this mean for everyday actions? Brand Purpose • What do we believe in? • What do we stand for? • What are we here to do? • What difference do we make? • What field are we in? • What do we not do? Brand Verbal Identity • What would a person with these characteristics sound like? • How would they talk? • How would they make you feel? • What would be their favourite words? • What would they never say Brand Story • Half a page summary of the above • In brand tone of voice Brand Visual Identity • Compatible with the brand’s Logo, look & feel, visual style etc
- 5. Tone of Voice Purpose • To get the brand values into every word we say or write • Internally and externally • To make every thing we say sound distinct, consistent and impactful Everyone hates ‘corporate speak’ • Jargon, buzzwords, formality, stuffiness, waffle and hype A brand’s tone of voice should be • Appropriate to its character • Include a few key words and phrases to show its personality General Tips Write more like you speak Use ‘we’ and ‘you’ Avoid the passive tense Say your main point first Don’t tell me, show me Use summary headings Vary sentence length Throw in the odd question We’ll provide a Tone of Voice Cookbook: Guidelines, Tips, Do’s and Don’ts, Before/After examples And train people how to use it
- 6. Customer Buying Process Information needs Awareness • No perceived need • Unaware • Misconception • Category information • Brand awareness Information • Generic information • Competitors • Alternatives • Product info • Benefits • Advantages • Differentiators • Brand values • Value for money Purchase • Purchase prompt • Clinching offer • Ordering • Paying • Receipt • Acknowledgement • Cooling off Experience • Delivery • Installation • Instructions • Consumables • Problem • Self solve • Repair • Customer service • Warranty Maturity • Remember brand: • Repeat purchase • Higher purchase • Recommendation • Advocate • Forget brand: • Disillusionment • Disappointment • Defection Message – what does the customer need to know at each stage? Medium – where would they look for this information?
- 7. Customer Buying Process Message and medium Awareness Information Purchase Experience Maturity Message This category exists. Our brand is here. This is what we stand for. This is what makes us different. We provide helpful information. We dispel myths and competitors’ claims. This is why our brand is better. It’s important to have one of these - with our unique features. The benefits and advantages of our products are... The value of our products is... PRE - AT - POST ‘Final’ prompt to buy. Offers and incentives. Timing, sense of urgency. Process and language to make buying easy. Friendly acknowledgement. No hidden surprises. We’re here for you. You can get hold of us. We want to help you. We want you to be happy. We wont quibble if you have a problem. Clear information. Keep in touch – not always to sell. How’s it going? Guess what’s new… You might like this… Here’s a new … Thanks for your loyalty. Here’s a special offer. Medium Brand positioning ads and videos. Website – Home page. Online content: informative, helpful blogs and social. Print articles. Conference speeches. New research and thinking. Company website. Download docs if you want all the detail. ‘Expert’ information. Proof points: research and references. ROI calculators. Product factsheets. Product demo videos. Prompting email. Online order form. Proposals and bids. Verbal – salesperson. Contract Ts&Cs. Warranty document. Customer service contact details. Help and FAQ text. Call guides. Delivery note. Instructions for installation, use and maintenance. Courtesy contacts - Just to say Thanks. Verbal and written contact during repair, service or ordering consumables. Customer Newsletter. Introduce a Friend . Share if you’re happy.
- 8. Operating Model HUB The client’s Thought Leadership Channel PUSH Point of views in form of: • Exec Summary Paper • Videos • Presentations • Cheat sheets • Bid text • Media op-eds PULL External content • Independent experts • Competitors • User-generated • Press • Research projects TEAM Client Marketing department Subject matter experts Content Works Ed Direction, Writing, Editing, Commissioning Lead agency PM, AD Editorial Asst Creative Video prod TALK Tech TV “Studio Series” Web shows – live and pre-recorded Live Chat Q&A Twitter, LinkedIn Ask community to contribute views
- 9. Editorial Plan Space Theme Topic Format No. By-line When Fits with “Connecting Your World” Whole theme Whole theme Web page Video Presentation Pdf 1 1 1 1 CEO April 2015 Beginning of financial year “Connecting Your World” Cloud of Clouds Cloud Service Integrator Positioning paper Fact Fix digest 1 1 none May Proposition launch Multi-cloud strategy Presentation 2 Practice Lead June Service innovation Realising Possibilities 2 short videos 2 Sales VP July Major sales conference Internet of Things Connectivity Fact Fix Digest 1 none April Prop launch Security Blogs: 4 Sales VP May New VP appt Applications Blogs and web pages 4 none May-June Peak sales time Security Threat Intelligence Practice Lead June Security conference Ethical Hacking July Visualisation Product demo video Product factsheet 1 1 Product Manager April Product improvement News reaction 1 none whenever What’s in the news Soft Networks NfV Practice Lead April Trade Show SDNs Product Mgr May Enhancement Worked example, 6 months
- 10. Content Marketing Programme Sales Integration Customer Sales = The Hero LISTEN “Conversation Pulse” What do they want to know about? TELL SALES What’s coming Starter prompts Follow ups Sales Journeys INFORM Content Programme PROMOTE By-lined sales LinkedIn Twitter etc TRACK Content use recorded on Sales systemBID Shipley
- 11. Balanced ROI Scorecard Financial ROI = budget : revenue Non-financial = brand perception, sales engagement and digital metrics Brand metrics Before and after survey Perception as thought leader Viewed as experts on topics Ranked against competitors Salesforce metrics Engagement with Pulse tracker Downloads of collateral Qualitative feedback from sales Fulfilment of Pulse requests Digital metrics Email • Opens • Click throughs Hub • Unique visitors • Visitors / issue • Articles read • Dwell time • Return visits Social • Hub comments • Hub shares • LinkedIn group memberships and comments • Retweets 30% 30% 20% 20% Revenue metrics Relates exposure to, and consumption of, content to account revenue. Content views recorded on CRM / opportunity system, eg Siebel. A percentage (30%) of weighted revenue is attributed to content for • Opened • Progressed • Won opportunities
- 12. Selling this Proposition • Agency relationship – Content Works would partner with a rostered lead agency to provide the Content Marketing Proposition as a sub-contracted service, in conjunction with their research, design and production services, or they might employ me to deliver it for them • Unique selling points: this proposition – Supports the brand strategy, is integrated with sales and it’s measured meaningfully • We can show target clients what it would look like for – their brand, their content, their sales integration, their ROI • We’d need to build a sample of both the Hub Content and a Live Show • Targeting – positioned here for major technology companies, but can be adapted – Existing client up-sell and retention tool – New client acquisition tool – this is different, it will make their marketing better – Especially challenger brands and ‘tier 2’ players • Position it as a campaign initially – defined scope and duration, swallowable price • This is a first draft, open to discussion and development (especially Live Events) • This concept is © Mark McDonnell 2015 unless/until licensed to another agency
- 13. Why me? • The right mix of experience – Commissioning Editor – Business Development Director – Senior Consultant in CRM – Senior Marketing Programme Manager – Senior Writer • Know technology marketplace, typical target client and their customers • Can commission, edit and write content with understanding • MBA final year dissertation on performance measurement
- 14. Get in touch mark@contentworks.me + 44 1637 850700 + 44 755 509789 www.contentworks.me
Notas do Editor
- The trouble with too much content marketing is that it’s indiscriminate, detached and mechanistic. Everyone’s jumping on the bandwagon, pushing out material that’s unfocused noise. Generic content that promotes the category helps competitors as much as your client. At most it’s seen as mildly interesting; at worst it’s extremely wasteful. Content marketers seem to have forgotten how to ask questions and listen to answers. They tell the audience what they want to say, rather than asking them what they need to know about. And they do their own thing without involving the sales channel in taking soundings from their customers. They measure what’s happening in minute detail – every unique visitor, their dwell time, the number of shares, likes and follows. But that only tells you how well the marketing machine is working; not whether it’s taking you towards your destination. It’s engine diagnostics when what you need is satnav. That’s why at Content Works I make my content marketing programmes • aligned to the brand personality and the strategic objectives of the business • integrated with the customer’s buying process and the sales channel and • measured meaningfully against a balanced scorecard.
- This is what my approach to content marketing looks like from 30,000 feet. It begins with understanding the brand personality and how it should be expressed in the brand tone of voice. Then I analyse the customer’s buying process. In the field I normally working (corporate IT) this can be long and complex. We need to work out what people need to know at each stage. The engine room is an economical content production factory, creating core content and repurposing it for many different channels. The content programme is integrated with other things the client does, like customer events, seasonal campaigns, product sales drives. And working with the client, I try to measure its effectiveness across a balanced scorecard of digital, financial, sales and customer metrics.
- This is a fairly standard brand model. You need to do this to get a firm grip and what the brand stands for so you can give it a distinct personality and make it sound different amid all the noise.
- I’ll provide a tone of voice cookbook. Its job is the help you get the brand values into everything your write, making it sound distinct and giving it clout. We’ll a make your writing clear, direct, natural. Something people want to read. That actually gets your message across. This is a highly skilled area which takes years to perfect and very few people can do it well. I’ve been freelancing for a while for one of the world’s top writing agencies, The Writer, and they don’t hire you unless you can do this reliably.
- It’s absolutely essential to understand the process your customers go through when they’re thinking about buying something. There may be several different audiences – consultants, influencers, specifiers, decision-makers, users – all of whose needs may be slightly different. And things change as they all go through the process: what they need to know, when they need to know it, and the place they’re most likely to look for it. I get this all mapped out, so we can target our content precisely to meet these needs.
- Then we can define what messages to give each kind of audience at each stage – and in the medium that’s most suitable. So, for example, in the early stages an influencer might just want category information. We need to let them know we’re here, what we do, what our brand stands for. This might be done through ads, blogs a website or conference speeches. Later on, a decision-maker in the final pre-purchase stage may want to compare Ts&Cs – if yours are clear, simple and written in language normal people can understand, you’re more likely to get the sale. Simple, but it’s amazing how few companies bother.
- So how does it all work? It’s a dynamic process, centred around a web hub. WE listen to customers through research projects and by prompting the sales force to ask questions and capture the information on a corporate knowledge system. We create content that meets their needs, pushing it out to them directly and through the salesforce. Content works for the clients marketing agency, and we both need the co-operation of the client’s marketing and sales teams. And we integrate the whole programme with live events, both face to face and digital.
- We’ll create an editorial calandar to manage the whole actvity. This is just an example for a hypothetical technology company.
- LISTENING ‘Conversation Pulse’ - Regular internal surveys/touch base calls What are customers interested in? What are sales people talking to customers about? What do you want us to cover? TELLING Briefing sales – what’s coming Giving sales chance to see material before customer Tips, prompts, conversation starters, follow-up questions BY-LINING – articles by-lined to key Sales people PROMOTING – Social promotion by sales on LinkedIn, Twitter TRACKING – Integration with suspect/prospect/opportunity management BIDDING Proposal support linked to content programme Bid writing using Shipley methodology
- To get a full picture of how well the content programme is doing, we use a balanced scorecard approach to measuring ROI. Of course it includes the digital metrics which are normally used to measure content uptake (on the right). But it also relates content exposure to revenue, both deals closed and the weighted increase in pipeline value. We need the clients co-operation with this, but it’s possible to calculate the value in opportunities opened, progressed and won as a direct result of the content programme. This gives everyone a hard financial ROI figure to justify the programme. We also monitor how much the sales force is engaging with the programme: how many of them ask their customers the questions we give them to ask, and record the answers in the knowledge repository. And last but not least, we measure what customers think of it all. We survey their perceptions of the brand as a knowledgeable friend, how they perceive it as a thought leader in the field, and whether the content we’ve provided has increased their likelihood to buy from this client. Put ALL that together, and you have a really meaningful way of measuring how well your content programme is helping the client achieve their strategic business objectives – something most content agencies don’t do.