8. Definition of
Content Marketing
“The process of developing and sharing
relevant, valuable, and engaging content to
target audience with the goal of acquiring
new customers or increasing business from
existing customers.”
- Amanda Maksymiw
10. We need
a plan
and a
process
Business
Objectives
Target
Audience
Success
Measurement
Plan
Budget
Planning
Content
Creation
Content
Distribution
11. Business
Objec,ves
Align Business
Objectives
with Marketing
Objectives
• Increase
Revenue
• Decrease Cost
Marke,ng
Objec,ves
• Build Brand
Equity
• Create/Retain
Customers
• Enable Sales
12. Translate Business
Objectives to
Marketing Objectives
Business:
Increase x% of <Product> revenue
($xM) by expanding to <Segment>
Marketing:
Establish <Product> as the preferred choice
for <Whom> in the <Segment> by building
awareness & driving demand
13. When you get back to work
Business Objectives:
Marketing Objectives:
15. Intel IT Manager Persona
Technologies in Use
Mean
Deployment Size
329
p
65%
1,016
p
43%
88%
Avg. IT
Budget
3,168
p
95%
IT Budget
% with Dedicated IT Budget
90%
420
p
$10.4M p
#
of
sites
IT
Budget
IT
Environment
p
$$$
%
of
employees
with
a
dedicated
computer
Technology
Infrastructure
Computer
installed
base
Computer
refresh
cycle
>50%
installed
base
of
laptops
p
Server
installed
base
Has
a
enterprise
class
data
center
Tablet
installed
base
Server
virtualizaFon
Security
Use
tech
as
compeFFve
advantage
p
Willingness
to
pay
a
premium
$$$
Early
tech
adopters
p
Employees
that
are
extremely
connected
and
extremely
dispersed
p
Full
F
p
Influencersme
dedicated
IT
staff
Smartphone
installed
base
Currently
use
SaaS,
IaaS
or
PaaS
Organiza,onal
A=tudes
and
Business
Outcomes
Ravi, IT Manager
Med. & Lrg. Business
Tech Enthusiast
External Influencers
p
p
p
16. IT Initiatives
Ravi, IT Manager
Med. & Lrg. Business
Tech Enthusiast
Leveraging
Data
VirtualizaFon
Mobility
Business
intelligence
tools
to
speed
the
ability
to
report,
analyze
and
store
data
(e.g.,
data
mining,
analyFcs,
data
warehousing,
etc.)
Data
management
applicaFons
that
control,
protect,
deliver
and
enhance
value
of
data
and
informaFon.
(e.g.
ERP,
CRM,
transacFonal
databases,
etc.)
CapabiliFes
to
improve
our
vendors’
or
partners’
abiliFes
to
access
our
data.
(e.g.
web
portals,
B2B
gateways,
etc.)
Business
process
capabiliFes
to
improve
workflows
within
my
company
(e.g.
six
sigma,
business
process
modeling,
etc.)
Security
Very High
Challenges/
Concerns
Telework/
Mobility
Very High
Desktop
virtualizaFon
Server
virtualizaFon
(e.g.,
expanding;
improving
manageability
etc.)
CapabiliFes
to
enable
employees
to
work
from
home
(e.g.
VPN,
Citrix,
remote
access
to
the
company’s
network,
etc.)
Enabling
employees
to
use
their
personally-‐supplied
devices,
computers
or
phones
to
connect
to
the
company’s
network
AutomaFng
IT
management
(e.g.,
sodware
/
patch
updates)
Collaboration
Security
Improving
compliance
with
regulaFon
Improving
our
company’s
IT
security
Very High
Information Mgmt
Very High
Improving
the
delivery
of
applicaFons
across
different
devices*
Other
Giving
new
company-‐supplied
compuFng
tools
to
employees
such
as
smartphones,
tablets
or
similar
ConsolidaFng
or
integraFng
our
data
centers,
network
and
storage
infrastructure**
CapabiliFes
to
accommodate
or
manage
data
growth
and
storage
needs
17. IBM Police Chief for Public Safety Sector
Content
Distribution
Job
Description
Influencers
Content
Topics
Source:
IBM
“The
Science
of
MarkeFng.
The
Art
of
ConversaFon”,
Michele
Grieshaber
18. Drake
Mortors
Company-‐
SUV
potenFal
buyer
His
Objectives
Content
Distribution
Content
Creation
19. To Do: Create your
own persona
Image
Name?
Personal Profile?
Job Description?
Challenges or Desires?
Content needs?
Preferred media to
receive information?
20. Persona is not a
panacea
Gather additional insights from:
-Social Listening
-Seller Interviews
-Buyer Research
-Keyword Search
-Other data…
21. Reference point: A good comparison on social listening tools
http://social-media-monitoring-review.toptenreviews.com/
30. Intel Example:
Map content to IT manager’s thought journey
Select topics to address your audience’s needs
Learn
Plan
Decide
Purchase
I have an issue.
How should I solve the
problem?
What tools do I need to
help me solve the
problem and make a
good decision?
Help me build the
business case to make a
purchase.
3rd Party Market Research
White Paper
Buyer’s Guide/Selection Guide
Demos
Case Studies
Videos / Webcasts/ Webinars
eBooks
Product Brief / Technology Brief
Newsletter
31. Select 3-5 Assets for each stage
Learn
Topic:
Plan
Virtualization
I have an issue.
Explain a concept,
product or
technology to
address the issue.
How should I solve
the problem?
Best practices to
solve the problem.
Decide
Purchase
What tools do I
need to help me
solve the problem
and make a good
decision?
Help me build the
business case to
make a purchase.
Help them to sort
through diff.
options.
-
-
-
-
Product Brief
Market Research
eBook
Video:
Virtualization
101
-
-
-
-
-
White Paper
- Selection Guide - Case Studies
Market Research - Case Studies
- ROI selection
Buyer’s Guide
- Cost and feature
tool
Top 10 tips
comparison
- Cost and feature
Demos
guide
comparison
guide
32. IBM Example:
Map content to Police Chief’s thought journey
Source:
IBM
“The
Science
of
MarkeFng.
The
Art
of
ConversaFon”,
Michele
Grieshaber
34. Map content to media channels
Paid Media
Owned Media
Traditional Advertising/
Demand Generation
Corporate Properties
Direct email,
company
websites,
company
communities
Converged
Media*
Content syndication,
paid media banners,
customized paid
MKT programs
*Source: Altimeter Report: Paid + Owned + Earned = Converged
Media by Rebecca Lieb & Jeremiah Owyang
Earned Media
Organically generated
Social Media Platforms
Content syndication,
social media
presence, 3rd party
communities/forums
35. When to use long form content
Content syndication,
paid media banners,
customized paid
MKT programs
Paid Media
Traditional Advertising/
Demand Generation
Owned Media
Corporate Properties
Direct email,
company
websites,
company
communities
36. What about Social Media?
Paid Media
Owned Media
Traditional Advertising/
Demand Generation
Corporate Properties
Direct email,
company
websites,
company
communities
Converged
Media*
Content syndication,
paid media banners,
customized paid
MKT programs
*Source: Altimeter Report: Paid + Owned + Earned = Converged
Media by Rebecca Lieb & Jeremiah Owyang
Earned (Social) Media
Organically generated
Social Media Platforms
Content syndication,
social media
presence, 3rd party
communities/forums
38. For Social Media:
Break down long form content
To multiple short forms
Long From Content (1)
Short From Content (4)
Social Content (20)
Source:
Bonfire
MarkeFng