The Key to Creating Amazing Content with 4D Marketing
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4D Marketing - The Key to Creating Amazing Content. Here are the slides I presented at the 2013 B2B Marketing Annual Conference (#B2BConf). It takes the audience through a journey looking at 4 dimensions that will make you're content, campaigns and collateral 'absolutely bloody brilliant'
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The Key to Creating Amazing Content with 4D Marketing
- 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
Hinweis der Redaktion
- Good afternoon, firstly I’d like to thank you for booking yourself on this session, it what looks like a great agenda for the day. You only really had the title of the presentations to help you choose and I hope what I talk about today meets your expectations.
- In terms of a quick introduction,
- My passion for marketing has spawned from 15 years attendingconfereces, seminars, customer meetings and partner engagements, only to be given a brochure.
- Because it’s lazy. What do I mean by that? Well the corporate brochure is the lowest common demominator in the content value chain. It’s also one of the most important to manyorganisations feel this message is enough.
- It’s also pretty arrogant in my opinion. Do companies really expect a generic, one-size-fits all piece of content to service the demands of customers and prospects in multiple vertical markets and job functions?
- Allow me to introduce a 4 Dimensional future
- This is where the journey begins. You’re generic, corporate message needs crafting, you need a story, something compelling, something that will drive engageent
- If you’re struggling at this stage then take a look around your business, speak to the key stakeholders. There’ll be more content than you can wave a stick at
- But sadly, this is where the content creation journey ends. Not always.
- Think about your audience. Does your generic corporate brochure and the message within it make interesting reading for all the verticals you service? No. Let’s assume we are selling an IT solution. A Bank’s requirements will typically be very different to a Local authority for example. They key here is that we speak their language, use a tone of voice that suits their market. Address the issues they are facing.
- This is pretty standard stuff. Old fashioned in fact. I was writing vertical propositions in 1998. it was ground breaking then. It’s not now, this should be the starting point
- But sadly, 99.9% of content creation stops right here. We feel addressing vertical challenges is enough. Allow me to introduce Dimension 3. The job function play. The one that almost always gets overlooked.
- Using our previous examples of creating content for 2 specific verticals. Take it a level further. Put yourself in the shoes of the finance director of the Bank, and then the IT Director of the local authority. Hopefully now you can really see how the generic brochure has no place at all.
- And this means they need a different message. It’s here that we tweak the vertical pitch one step further
- The 4th and final dimension address media type.
- Think blogs, videos, whitepapers, social content plans, Think about your audience, think about what they are receptive to and deliver it to them. In my experience Finance and Technical people like detail. CEOs and Marketers like high level snapshots. This is your chance to get engagement, don’t mess it up.
- The point is you don’t have to do it all on day one. You content is a living, fluid part of your marketing strategy. It will change as often as the wind, so pick a vertical, some job functions and a few media options and experiment.
- That’s what we did with Xuber. Xchanging’s Insurance Software business. We launched Xuber last year and introduced it’s target audience gently to 4D Marketing.
- That’s what we did with Xuber. Xchanging’s Insurance Software business. We launched Xuber last year and introduced it’s target audience gently to 4D Marketing.
- That’s what we did with Xuber. Xchanging’s Insurance Software business. We launched Xuber last year and introduced it’s target audience gently to 4D Marketing.
- But before we do that, I want to understand a bit about you. Please Raise your hands if you actively participate in content marketing
- But before we do that, I want to understand a bit about you. Please Raise your hands if you actively participate in content marketing
- But before we do that, I want to understand a bit about you. Please Raise your hands if you actively participate in content marketing