George Webster, EMEA Content Marketing Lead, HP, on how to adjust your content strategy and measurement approach to survive the next quarter.

1. How to adjust your content
strategy and measurement
approach to survive the
next quarter
George Webster | EMEA Content Marketing Lead,
Commercial Print, HP
THE EVOLUTION OF AN IMPERFECT CONTENT PROGRAM:

2. About Me
Wrote a film about a pigeon. Didn’t get a sequel
so…
…went into digital marketing. Digital Agencies
10+ years. Jumped ship, now running HP EMEA
Content Marketing programs for Commercial
Print.

3. Tektonika is performing well; primary objective is
awareness.
0
2
4
6
8
10
12
Media Spend Page visits Organic visits
HP.com compared to. Tektonika
HP.com Tektonika

4. Get the lowdown from Michael and Liz if you haven’t already done so.
But there’s nothing new I can add to the ROI
conversation…

5. Get the lowdown from HubSpot
Or much I can tell you about optimizing inbound…

7. Still time to
grab a coffee
Why stay?

8. Still time to
grab a coffee

9. Evolution Stage: Crawling
Image: Arak Rattanawijittakorn/Shutterstock

10. 1. Find common
language
Image: MaryValery /Shutterstock

11. Still time to
grab a coffee
When you say
lead, are you
talking BANT
qualified?
Ah, okay. No,
that’s not a lead.
That’s a
prospect.
That’s not a
prospect, that’s
a contact.
Remind me, why
I am talking to
you?
Image:Jadimages/Shutterstock

12. We have a 5-box framework for content development
that covers the entire customer journey.
#1 Business Themes
#2 Biz & IT-Related
#5 HP Product
#3 HP Point of View
#4 HP Solution
Specific
General Managing business risks
Your network is only as secure as
your weakest link.
Printers have the same security
vulnerabilities as PCs
Printers that protect
HP Enterprise MFPs
Example topic: security
Thought leadership, PR, events
3rd-party content, hub articles,
whitepapers, webinars
HP content, action plans, fact
sheets, HP expert POV
HP collateral, HP.com, overviews,
briefs
Product collateral, HP.com, sales
tools
Content types:
ü Success metric – more productive calls and meetings
ü Success metric – easy identification of content gaps

13. 2. Find benchmarks
you can beat

14. Prove value to business and win friends by becoming
the go to colleague for that expertise
Local Market
Internal benchmarks for <email> at local market level for that
audience and category (e,g, HP Workstations)
Internal benchmarks for <email> at local market level for that
audience and all categories
Regional Market
Internal benchmarks for <email> at regional market level for that
audience and category (e.g. HP Workstations)
Internal benchmarks for <email> at regional market level for that
audience and all categories

15. 3. Make mountains out
of every molehill
Image: pictoplays/Shutterstock

16. Evolution Stage: Walking
Image: Arak Rattanawijittakorn/Shutterstock

17. 4. Create curiosity gaps
Image: Orla/Shutterstock

18. Source: dialog studios, Melissa Rach

19. “Our level three content is entirely rational and
stats based and so far none of it is cutting
through.
We need something more emotional here to
grab their attention.”

20. Emergency!
Image: fluke samed/Shutterstock

21. 1. Stand out

22. 5. Get stuck in
[especially on UX calls]
Image: jadi images/Shutterstock

23. “If people can’t do something you have a
UX problem.
If people won’t do something you have a
content problem.”
[Conversion Experts]

24. ü Useful for IT professionals
ü Lot of smart intentions
ü Objective is lead-gen
× Limited scope to improve
× Discussion focused on how to fix the
bounce rate
HP Secure Print Analysis Tool

25. ü Develop more engaging tool with
Spiceworks (IT community platform)
ü Develop high value gated asset bundle
Content marketing voice provides more effective solution

26. Evolution Stage: Running
Image: Arak Rattanawijittakorn/Shutterstock

27. 6. Win together
Image: Rawpixel.com/Shutterstock

28. Win together and set your content up for successful support
and distribution –so you can report meaningful results
ü Validating the story - Alignment with EMEA
Print Security Advisors
ü Gaining support with my colleagues -
Alignment with HP EMEA Security and CEP
Print Marketing leads
ü Confirming usage - Alignment with APJ and
North America
ü Gaining funding support – Alignment with HP
WW OPS Marketing team
ü Gaining [specific] paid support commitment -
Alignment with HP UK Marketing Country
Lead

29. 7. Have
..for your colleagues
Image: StockPhotosLV/Shutterstock

30. Make life as simple as possible for them
ü Content is found first time
ü Your inbox isn’t destroyed
ü Your content is actually used as intended across regions
ü You may (if you’re lucky) gain some meaningful insights

31. My content marketing survival guide -
takeaway points
ü Find a common language
ü Find benchmarks you can beat
ü Make mountains out of molehills
ü Develop curiosity gaps
(based on framework)
ü Get stuck in
(especially into UX discussions)
ü Win together
ü Have empathy for your colleagues
Image: Natykach Nataliia/Shutterstock

32. BONUS TIP!
8. Be fearless
Image: Brian A Jackson/Shutterstock

33. Thank you
Email: george.webster@hp.com