Our 30 minute webinar ‘Content marketing in the UK 2018’ reveals the latest benchmarks, budgets and trends for the year ahead. Our managing director, Alistair Norman, is joined by Stephanie Stahl, general director of the Content Marketing Institute as they discuss: The impact of commitment on the success of content marketing efforts. - Why marketers need to set appropriate goals and align them with the right metrics. - How marketers can join 39% of respondents who say their organisation is the sophisticated/mature phase of content marketing maturity. Only 50% of respondents described their organisation’s commitment level to content marketing as extremely or very committed. Make sure you’re not part of the 50% falling behind!

1. Exclusive Webinar
CONTENT
MARKETING IN THE
UK 2018
TOMORROW PEOPLE & CONTENT
MARKETING INSTITUTE

2. /1002
Avoid being a content
marketing usual suspects

3. 3tomorrow-people.com ⋅
Agenda
● Report highlights
● Realisation of what commitment actually means
● 5 Key Commitment
● Key takeaways
● Q & A

4. 4tomorrow-people.com ⋅
Organisation’s Commitment*
to Content Marketing

5. 5tomorrow-people.com ⋅
How is content
marketing
structured within
your organisation?

6. /100
UK Content Marketing
Organisational Structure

7. 7tomorrow-people.com ⋅
How would you
describe your
organisation’s
content
maturity?

8. /100
How UK marketers assess their
organisation’s content marketing maturity

9. /100
To what factors do
you attribute your
organisation’s
increase in success
with content
marketing?

10. /100
Factors contributing to UK marketers’
increased content marketing success with
content marketing

11. /100
Does your
organisation have a
content marketing
strategy?
Percentage of UK Marketers
Who Have a Content
Marketing Strategy

12. /10012
The Content Marketing Commitment Curve
● Limited subscribers
● No definition of success 46%
● No documented strategy
● Campaign driven
● Less than 20% of budget
● Have no or basic personas
● Focus on Quantity
● Opinion driven improvement
● Focus on Content production
● Owned by 1 or 2 individuals
● 1 or 2 channel promotion
● Limited resource
● No Automation
● High level of subscribers
● Clearly defined success measures
● Documented strategy
● Managed as a continuous business process
● More than 50% of Budget
● Deep continuous updated persona intelligence
● Focus on the experience
● Data driven improvement
● Full Organizational buying
● Multi Channel promotion
● Multi Skilled team (Internal & External)
● Use automation tools
LOW LOWER MID UPPER MID UPPER
STRATEGYTACTICS
Toe in the water All In

13. 13tomorrow-people.com ⋅
5 Key Commitments

14. /100/100
Commitment Number 1
Focus on Subscriber Loyalty as the root to revenue
LOYAL AUDIENCE
SUBSCRIPTIONS
ADVERTISING/
SPONSORSHIP
DONATIONS
PREMIUM
CONTENT
CONFERENCE
& EVENT
SERVICES
PRODUCTS
CROSS SALE
YIELD INCREASE
RECURRING
CUSTOMERS
DIRECT
DIRECT
DIRECT
DIRECT
DIRECT
WIN
WIN
GROW
GROW
KEEP

15. /100
Commitment
Number 2
Train for a monetisation
marathon

16. /100
If you fail to achieve
our intended goals....
You embark on your
content marketing mission
to change the way you
maret yoursleves
Fail to get budget &
buyin
...you start to find
the challenges of
differentiation &
consistency
Keep a steady course
focus on building
audience over leads
Value
Time
OLD MODEL
NEW MODEL

17. /100
ENER-G
CENTRICA
BUSINESS
SOLUTIONS

18. /100
Commitment
Number 3
Design, Document
Strategy and then
Optimise the “Content
supply chain”

19. 19tomorrow-people.com ⋅
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TEG
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IZA
TIO
N
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PTIM
IZA
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N
PRO
SPECT
EN
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A
G
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EN
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CU
STO
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EN
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EM
EN
T
VISION,
STRATEGY,
PLANNING
CONTENT
CONTENT
VISION
STRATEGY
PLANNING
Branding
Messaging
GTM
Thought Leadership
CX
Advocacy
PR
ABM
Product Marketing
Vertical Marketing
Content Marketing
Marketing Automation
Inbound Marketing
Lead Generation
Sales Enablement
Marketing Enablement
Partner Enablement
Product Enablement
CONTENT FOR A PURPOSE

20. /100
USER INDICATORS
(For Analytics Team)
SECONDARY INDICATORS
PRIMARY
INDICATORS
(For C-Suite Reporting)
#Converted Leads
Total Cost Per Lead
Blog Subscribers
Email List Subscribers
Incremental Leads
Lead Source %
Lead Quality
Cost Per Lead
(each stage)
Cost Per Visitor
Page views
Visitors
Visitor Trending
Top Content
Keywords
Top Landing Pages
Referrers
A/B Testing
Conversions
PPC Bid Amount
Page Rank
Ad Quality Scores
Comments
Engagement
Blog Traffic
Content Shares
Email Subscribers
Followers/Likes/+1’s
MEASURE YOUR PURPOSE

21. 21tomorrow-people.com ⋅
Key:
Lead qualification
Target Create Engage Nurture Analyse
Market & objectives
overview
Persona & competitor
research
Performance & channel
insights
Creative review
Industry research
Research planning
document (RPD)
Messaging framework
Ideas generation session
UX design
Promotional plan
Content planning
document (CPD)
Content strategy
workshop
Content titles & briefs
Writer briefing calls
Copy production
Design
Setup
Engagement workshop
Media planning
Channel planning
Marketing automation
Social distribution
Content outreach &
syndication
Promotional emails
Paid amplification
Lead scoring & profiling
Automation & workflows
Sales enablement
workshop
Sales & Marketing SLA
Tracking & monitoring
Monthly performance
report
Monthly performance
review
Optimisation
Monthly performance
review
Task/deliverable
Document
Internal meeting
Client meeting
Phase
PROGRAMME DELIVERY PROCESS

22. 22tomorrow-people.com ⋅
Tech Data’s Trusted Advisor
community launched in
December 2016 to provide
insights and solutions to
partners, helping them to
identify, deliver, and expand IT
opportunities
TRUSTED
ADVISOR

23. /100
Commitment Goal
Number 4
Differentiation

24. 24tomorrow-people.com ⋅
Differentiation
is an old age
issue

25. Is Brand Differentiation Still Possible?
There’s a shift of focus: from big picture, broad brush disruptive market plays to a new era of personalized, specific, individualized
small plays. In the new world of the quantified self and the emerging Internet Of Everything, brand differentiation today is really
about what a brand does for “me” not how it revolutionizes whole swathes of a sector.

27. /100/100
THE LANGUAGE OF.
LEADERSHIP...

28. /100
Commitment
Number 5
Customer Collaboration
to achieve “Quality
Content”

29. 29tomorrow-people.com ⋅
ADVOCACY FRAMEWORK
ANALYST BRIEFINGS
MEDIA INTERVIEWS
CUSTOMER ADVISORY
BOARDS
REVIEWS
REFERRALS
USER GROUPS
CONTENT
DISTRIBUTION
CONTENT CREATION
SOCIAL PROMOTION
YOUR
ADVOCATES
Sales
Cycle
Accel
Sales
Support
Customer
Engagement
Product
Adoption
Build
Strong
Relationships
Customer
Renewals
User
Experience
Product
Innovation
New
Markets
Roadmap
Lead
Gen.
Pipeline
Dev.

30. 30tomorrow-people.com ⋅
ADVOCACY HIERARCHY OF NEEDS
Client education & approvals
PHYSICAL REWARDS
RECOGNITION
EMPOWERMENT
VIP EXPERIENCE
INFLUENCE
All advocates appreciate
positive reinforcement
Description of Advocate Needs
Basic needs for new
advocates
More seasoned
advocates want to make
an impact
Perks for
high-performing
advocates
Fewer advocates reach
this level on the
pyramid;
Cream of the crop
- Speaking opportunities
- Thought leadership
- Exclusive events
- Premium membership
- Feedback
- Opinions
- Thank you
- Happy B-day
- Badges
- Gift cards
- Swag

31. /100
Strategic
Topics
Tactical
Topics
Strategic
Direction
Product
Direction
Tactical & Operational
Feedback
Focus:
Mid/Long-Term
Focus:
Short/Mid-Term
Focus:
Real-Time
Customer Advisory
Boards (CABs)
Focus Groups
User Groups
Online Forums
Social Media
Customer Feedback
Feedback Forums
Customer Input
BUILD YOURSELF A CUSTOMER
ADVISORY BOARD
● Trends & drivers shaping
customers’ strategies
● Evaluate possible investment
strategies and timelines
● Future focused: how to
maintain Solvay leadership
& stay relevant
● Explore how/where Solvay can
assist customers in achieving
their business goals

32. /100
● 823 social shares, which generated 10,237 clicks on Cisco content
● 284 testimonials generated
● 152 potential new case studies identified
● 105 advocates who raised their hands to write blogs for Cisco
● 6.3% conversion rate on one advocate blog
● 114 reviews on sites such as G2 Crowd and TrustRadius
(an 18% growth in online reviews in just two weeks)
● 84 referrals
● 105 event sign ups and three speakers sourced for Cisco Live 2018,
Barcelona

33. /10033
KEY
TAKEAWAYS
Train for a monetization
marathon
Focus on subscriber loyalty as
the root to revenue
Design, document and then
optimize the “content supply
chain”
Plan to be different, otherwise
you never will
Build a structure around your
advocates

34. Is your content
kiss-ass or just a
bit dull?
TAKE THE CONTENT AUDIT

35. Thank you