'How content marketers are getting real results in manufacturing’ shows you how to plan a content strategy that delivers real ROI.
Understand the following:
- Why manufacturing businesses need content marketing.
- How to build a successful content marketing strategy.
- How to document your content marketing strategy.
- How to use content to differentiate from the competition.
- How to use content to create a better CX in manufacturing.
- How to demonstrate the ROI from a content marketing strategy.
Only 14% of manufacturing marketers feel they are doing content marketing successfully. With our actionable advice, you have no reason to be one of them!
18. /100
To what factors do
you attribute your
organization’s
increase in success
with content
marketing?
19. /100
Factors contributing to manufacturers
marketers’ increased content marketing
success with content marketing
20. /10020
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
25. /100
Current state Awareness Impact Monetisation
If you fail to respond
to the current
digital challenge....
You’ve grown comfortable
with a steady state of
revenue growth
Full digitalization and
continued inaction = an
even steeper drop
...you’ll see a
precipitous drop in
growth
Be bold a first mover
or among the fastest
followers, and you’ll
keep climbingValue
Time
OLD MODEL
NEW MODEL
33. Develop a
market not just
a campaign
We don’t want to go on about
delivering a “service”. What we do is
much more than that. We'll change the
way your entire organisation
approaches content marketing.
34. /100
TOFU. Articles, slideshares, thought
leadership blogs.
CONSIDERATION. Playbooks, eGuides,
webinars, videos
MOFU. Core value eGuides,
methodologies, videos
BOFU. Case studies, audits, sales offers,
product sheets
41. /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
43. /10043
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
Mine the goal in the
audience data
Focus on the measurement of “how”
& “why” as much as the “what”
Focus on personalization as a
strategy to deliver the best
experience
Invest in the right formats
44. /100
The ENER-G Quality Power PlanTheme
CPD
Key messages
12-month content plan
Combined Heat and Power (CHP) as the foundation for better energy design and implementation to meet sustainability
targets in building services
Issues / pains
Economic Feasibility and load profiling
How-to guides / best practice blueprints for better CHP cogeneration configuration, implementation
and management for green building design
Foundation
Summary
The ENER-G Quality Power Plan
A definitive manual for Combined Heat and Power (CHP) in green building design, construction and execution
Economic Feasibility and load profiling Economic Feasibility and load profiling
Economic Feasibility and load profiling Economic Feasibility and load profiling Economic Feasibility and load profiling