Alistair Norman, Managing Director of award-winning B2B content marketing agency Tomorrow People, and Joe Pulizzi, the self-proclaimed ‘poster boy of content marketing’ bring you: How Committed Content Marketers Get Real Results.

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HOW COMMITTED
CONTENT MARKETERS
GET REAL RESULTS
EXCLUSIVE WEBINAR
TOMORROW PEOPLE & CONTENT
MARKETING INSTITUTE (CMI)

2. /100/100

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● Highlights of the Content Marketing in the UK 2017 report
● Realization of what commitment actually means
● 9 key commitment goals
● Key takeaways

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Avoid being a content marketing usual suspect

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Content Marketing in the UK 2017 –
Benchmarks, Budgets and Trends
UK Industry
Classification

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Does your organization use content marketing?
Percentage of UK
marketers using content
marketing

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How is content marketing structured within
your organization?
UK content marketing organizational structure

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How would you describe your organization’s
content marketing maturity level?
How UK marketers assess their organization’s content marketing maturity level

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Approximately, what percentage of your organization’s
total marketing budget (not including staff)
is spent on content marketing?
Percentage of total marketing budget spent on UK content marketing
36%

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How UK marketers rate the success of their
organization’s overall content marketing approach

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54%are not clear
on success

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To what factors do you attribute your organization’s
increase in overall success with content marketing?
Factors contributing to UK marketers’ increased success over the last year

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How would you describe your organization’s
commitment level to content marketing?
UK organizations’ commitment to content marketing

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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

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DIFFERENTIATION

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CONSISTENCY

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9 commitment goals

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BELONGING
Content positioning
OPT-IN
Awareness
LOG-IN
Community
MONETIZATION
Commitment goal number 1
Train for a monetization marathon

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Commitment goal number 2
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
DIRECT
DIRECT
DIRECT
DIRECT
DIRECT
WIN
WIN
GROW
GROW
RECURRING
CUSTOMERS
KEEP

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Competitors & pains research
Listening
Business objectives
Content audit
Performance insight
Conversation audit
Trend research
Persona insight
Research Planning Document
Distribution
Paid media program
Channel executions
& management
Content Strategy
Outreach hit list
Content Strategy
Briefs & specifications
Final user journey
Production
Content Planning Document
Content Production
Commissioning & Proofing
Internal reviews and amends
Design & client approval
Engagement
Community management
Measurement
Monthly/Quarterly
performance review
Performance review
Review Meeting
KEY
Phase
Internal meeting
Activity
Stakeholder meeting
Document
Primary research ideas
Performance data
Insight data
Real-time data
Influencer engagement
Listening & monitoring
Amplification (paid, agile)
Content Schedule
Outreach execution & management
Link building executions
& management
Automation & workflow management
Content Meeting
Setup & build
Idea Generation Meeting
Defining the Experience
Narrative theme & messaging
framework
Channel Framework
User journey
SEO considerations
Content Strategy Document
Commitment goal number 3
Design, document and then optimize the “content supply chain”

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Commitment goal number 4
Plan to be different, otherwise you never will
How can we
interpret the
world around us?
How can we
create a purpose
for our ideas?
How can we
create a sense
of control?
How can we be
remembered?
How personal
can we get?

22. /100/100

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Mine the gold in the audience data
Commitment goal number 5
Name, Postal or Email Address
Demographics
Clustering Segmentation
Firmographics
Attitudes
Propensities
Behaviours
In
Market
WHEN
WHAT
HOW
WHY
WHO
WHERE
DEMAND
Ready to act
Known purchases and responses
Includes age, income, occupation
Likelihood of values, beliefs and expectations
Company role or responsibility
Geodemographic or household level
Likelihood to behave in a certain way
5.2m business, 25m workers

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Focus on the “why” & “how” rather than the “what”
Commitment goal number 6
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
Survey finding:
Nearly 40% of respondents
classed their post-campaign
Results analysis as merely
“average”

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Focus on the measurement “why”
”
Commitment goal number 6
Control of budget,
resources,
expectation
Continued
Buy-in
Continuous
improvement
Articulating the
value
GOAL:
INCREASE LEADS 10%
WITH NO INCREASED COSTS

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Focus on the measurement “how”
Commitment goal number 6

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Commitment goal number 7
Focus on personalization as a strategy to deliver the best experience
An experience where
the whole is greater
than the sum of its parts
Recommendations

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Commitment goal number 8
Investing in the right quality formats
Interactive
playbook
Mobile-led
content
Mobile app

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Investing in the right formats – interactive playbook
Commitment goal number 8

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Investing in the right formats – mobile-led content
Commitment goal number 8

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Investing in the right formats – mobile app
Commitment goal number 8

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Commitment goal number 9
Focus 30% budget on paid promotion to accelerate performance

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1. Train for a monetization marathon
2. Focus on subscriber loyalty as the root to revenue
3. Design, document and then optimize the “content supply chain”
4. Plan to be different, otherwise you never will
5. Mine the goal in the audience data
6. Focus on the measurement of “how” & “why” as much as the “what”
7. Focus on personalization as a strategy to deliver the best experience
8. Invest in the right formats
9. A third on paid media
Key takeaways:

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WE’RE PROUD TO DELIVER
CONTENT MARKETING STRAGEGIES
FOR SOME OF THE BIGGEST
BRANDS ACROSS THE GLOBE
CHECK OUT OUR WEBSITE TO SEE EXAMPLES
OF WHAT WE DO AND WHO IT’S WITH