How Content Marketing is Transforming from Art to Science
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Content marketing is transforming from an art to a science. Buyers now complete 60-80% of their research online before contacting vendors, relying heavily on social media. This has changed the role of sales and marketing and influenced buyers' consideration sets. Content marketing is gaining attention from companies as a way to build trust among customers and influence their decisions. For content marketing to be effective, it must be planned strategically along the customer lifecycle, distributed automatically through owned, paid and earned channels, and data-driven to be personalized.
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How Content Marketing is Transforming from Art to Science
- 1. RT A SM The rise of CONTENT MARKETING HOW CONTENT MARKETING IS TRANSFORMING FROM ART TO SCIENCE
- 2. Ad overload Channel overload Changing Buying Behavior Source : Qmee Buyers are using social as filters to cut information out of the noise… @tomdebaere
- 3. “BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS”. SiriusDecisions
- 4. THE MILLENIAL EFFECT Use of social media for information or advice, by age 60 The decision makers of tomorrow use social more and more… 50 40 30 Use in % 20 10 0 up to 30 Source : Buyersphere 2012 31-‐‑40 41-‐‑50 51-‐‑60 Older
- 5. All of this is changing the role of sales and marketing… @tomdebaere
- 6. THE LONG LIST Marketing Sales Longlist Shortlist Sale ! @tomdebaere This is how you used to get on “the shortlist” of buyers…
- 7. THE LONG LIST That long list is less and less influenced by marketing and sales. So who is influencing that list?
- 9. @tomdebaere
- 10. We don’t trust CEO’s or Marketing, but we DO trust our peers! @tomdebaere
- 11. AND THAT’S WHY ALL EMPLOYEES NEEDS TO BUILD TRUST… Customers and partners >>> TRUST & INTEREST <<< Marketing Sales Production & Logistics Customer Service ALL YOUR EMPLOYEES @tomdebaere By answering questions to technical and business issues
- 12. and that’s why Content marketing is catching the a_ention of marketers…
- 13. @ Coca Cola…
- 14. @ Cisco…
- 15. …and @Google! This is what Google is doing… • Secure Organic Search • Google Authorship • Panda & Hummingbird @tomdebaere “ Content is key – clear, concise, informative” “Write for real people”
- 16. Everyone is following the gold rush… © Velocity
- 17. Now, something interesting is happening down there… Backbone platforms @tomdebaere
- 18. 6 BILLION $ IN MARKETING SOFTWARE ACQUISITIONS They all happen to be strong When Buyer advocates of content marketing… Seller Value 2010 IBM Unica 480 M$ 2012, 2013 Oracle Eloqua, Compendium, Responsys 1500 + 30 + 871 M $ 2012 Microsoft MarketingPilot ? 2012, 2013 Adobe Efficient Frontier, Auditude, 2500 M$ Day software, Demdex, Neolane 2013 SalesForce ExactTarget/Pardot SAP Still has to buy @tomdebaere 2500 M$
- 19. CONTENT MAKES SENSE And in todays digital, content and social driven world, it does makes sense… @tomdebaere
- 20. SMART CONTENT MARKETING And that’s why content marketing is transforming from an “art” to a “science”… … about time you explain me !
- 21. PLANNING CONTENT ALONG THE CUSTOMER LIFE-CYCLE WHY we solve HOW we solve WHAT we solve MEANINGFUL Growing Customers New Customers Strangers Visitors Awareness @tomdebaere Leads Consideration Call-‐‑to-‐‑action © tomdebaere Customers Buying Call-‐‑to-‐‑action Promoters Impress Call-‐‑to-‐‑action Advocates Enthuse Call-‐‑to-‐‑action Advocate Call-‐‑to-‐‑action
- 22. AUTOMATED CONTENT DISTRIBUTION content content content content content content content I’m digging deeper I’m getting ready to buy I’m exploring @tomdebaere
- 23. RUNNING CONTENT MARKETING AS A BUSINESS Owned • Conversions, not engagement • End-‐‑to-‐‑End tracking Paid Earned • Agile Marketing techniques • Darwin Analytics User metrics • Google Analytics • Marketing automation suites @tomdebaere © tomdebaere Business Objectives
- 24. PERSONALIZED AND AUTHENTIC • Context – 1 to 1 via data • Integrated marketing systems – using CRM and ERP data • Google Authorship @tomdebaere
- 25. CONTENT ITSELF IS CHANGING Citrix Project Accelerator • • • • Less focus on SEO Creativity as competitive advantage More Visual & “Snackable” Dynamic Screen Experiences • “Youtulity” -‐‑ Content tools @tomdebaere
- 26. NEW CONTENT TACTICS • • • • • Big content Low effort content Speed -‐‑ Newsjacking / Real-‐‑time Atomization, Re-‐‑Use, Curation “Click-‐‑baiting” to be avoided @tomdebaere
- 27. OUTBOUND IS BACK • • • • About content, not products Email remains key Content promotion Build your community • Native Advertising for top of funnel content Content © tomdebaere @tomdebaere
- 28. FROM PLATFORM SILOS TO INTEGRATED SYSTEMS • Single marketing platform • Single segmentation • End-‐‑to-‐‑End reporting • Consolidation is on its way -‐‑ SAP, Oracle, Microsoft, Salesforce, Adobe CMS CRM Analytics Marketing Automation Social networks Doc Mgmt Webinar tool Lead nurturing 1 @tomdebaere
- 29. BUILD COMMUNITIES AROUND BRANDS • Sounds very 2008 • But soon great content won’t make it on page 3 of Google • Own the community @tomdebaere
- 30. WHAT DOES SMART CONTENT MARKETING TAKE? Vision and Strategy Technology Culture & organization Digital marketing excellence
- 31. www.happifish.be We are HappiFish. From Belgium. (You know, the land of chocolate and beer?) We help companies to create marketing that people actually want. Because we believe marketing should be relevant to customers. P.S. We slaved all day over this Powerpoint, for You. If you like this presentation, why not returning the favor by visiting our site and check out what we do?