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2014 Killer Content Awards
1.
2. February
16-‐19,
2015
Hya$
Regency,
Sco$sdale,
AZ
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Now:
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3. Embrace Your Creative Side
Create content that aligns with buyers’ every day lives.
Make content memorable by including interactive assets that tout cultural
figures and moments, or holidays.
Take a more creative approach to improve brand association and
recognition.
4. About ADP
• Automatic Data Processing, Inc. (ADP) is a provider of business processing
and cloud-based solutions – including payroll, talent management, human
resource management, benefits administration and time and attendance.
• Fortune 500 Company.
• Topped Fortunes list of “World’s Most Admired Companies”.
5. About The Content
• ADP’s
Value
Added
Services
division
created
a
quarterly,
mulF-‐touch
campaign
for
FY
2014.
Each
“theme”
had
unique
content
messaging
and
design,
and
touted
several
assets,
including
infographics,
“cookbooks”
and
more.
The
campaign
included:
6. The Payoffs Of Creative Content
“One of the most successful campaigns in
ADP history.”
• $3.7M in closed-won business
• Another $23M in the pipeline
• ROI for Q1-Q3: 905%
8. Multitouch Campaigns:
Extend Content Across Channels
Understand
the
cross-‐channel
journey:
Buyers
today
refer
to
mulFple
channels
throughout
the
day,
including
social
media,
news
sites,
mobile
apps
and
more!
Consider
your
media
consumpDon
behaviors:
It
will
help
shed
light
into
how
you
can
potenFally
map
and
promote
content
across
different
touch
points.
Remember
to
have
fun!:
InjecFng
fun
and
humor
into
campaigns
will
make
your
brand
seem
more
relatable.
9. About Sungard AS
• Sungard
Availability
Services
provides
IT
OperaFons
support
and
integrated
disaster
recovery,
managed
IT
services,
IT
consulFng
and
business
conFnuity
management
so[ware
soluFons.
• More
than
half
of
customers
are
small
and
medium
enterprises.
• Sungard
AS
serves
more
than
70%
of
Fortune
100
companies.
• Targets
financial
services,
manufacturing,
retail,
healthcare
and
business
services.
10. About The Content
• Sungard
AS
partnered
with
Bulldog
SoluFons
to
create
a
holiday-‐themed,
three-‐
video
series.
• Injected
humor
into
pain
points
and
industry
trends
that
soluFons
address
by
aligning
it
with
holiday
struggles.
(i.e.
family
dinners)
• Videos
were
promoted
via
email,
social,
PR
and
paid
media.
11. The Payoffs Of Multitouch Campaigns
• Over 3,000 leads generated in 3 days.
• Email click and click-to-open rates: 2X to 3X the average
• CTAs to download white paper at end of videos saw
87.4% click-through rate.
• Integrated calls-to-action for white papers at the end of
each video saw an 87.4% click-through rate.
13. Integrated Campaigns: Embrace Multiple Formats
Think
of
your
target
customer:
Considering
your
buyer’s
wants
and
needs,
pain
points
as
well
as
the
outlets
they
use
to
research
trends
and
potenFal
soluFons
can
help
create
a
content
foundaFon.
Consider
the
value
of
each
format:
Infographics,
E-‐books,
white
papers
and
moFon
graphics
all
serve
their
own
purposes
and
each
have
unique
benefits.
Think
of
how
they
can
work
together
effecFvely.
Be
prescripDve:
Don’t
just
talk
about
the
trend
and
why
it
ma$ers;
offer
tacFcal
insights
to
help
your
buyers
know
where
—
and
how
—
to
get
started!
14. About Cox Media
• Cox Media Group, Inc. delivers engaging ad solutions across channels,
the Cox Media professionals team helps craft personalized marketing
solutions that reach targeted audiences on-air, online or on-the-go.
• Owns Cox Target Media, which operates Valpak and Oings.com.
• Operations include 14 broadcast TV stations and one local cable channel,
57 radio stations, 8 daily newspapers and more than 100 digital services
• Operates in more than 20 media markets, reaching 52 million Americans
weekly.
15. About The Content
• Partnered with Content4Demand to build a foundational content library of 33 assets.
• The 2014 Success Kit campaign comprised 5 assets in a variety of formats designed
to appeal to their SMB customers.
16. The Payoffs Of Integrated Campaigns
• Generated interest from more than 2,000
potential leads.
• More than 500 downloads.
• Major contributor for Q1 lead and demand
gen performance; putting Cox Media more
than 9% ahead of last year.
18. Multitouch Campaigns:
Mix And Match Content Formats
Create
a
variety
of
content
formats
based
on
the
buyer’s
journey.
Consider
visual
content
such
as
infographics
for
top
of
the
funnel
markeFng,
and
white
papers
to
idenFfy
more
ready-‐to-‐buy
prospects.
Use
a
central
theme
but
consider
a
variety
best
pracFces
and
topics.
19. About Toshiba Global Commerce Solutions
• World's
largest
provider
of
integrated
in-‐store
soluFons.
• Installed
in
60%
of
the
top
25
global
retailers.
• Trusted
with
store
soluFons
by
the
majority
of
large
retailers.
• More
installed
units
than
the
largest
three
compeFtors
combined
(RBR
London,
June
2013).
• More
shipments
than
the
largest
two
compeFtors
combined
(RBR
London,
June
2013).
• Awarded
2012
Global
Self-‐Checkout
Systems
Product
Leader
(Frost
&
Sullivan).
20. About The Content
• Created
a
series
of
assets
focused
on
omnichannel
retailing
• Infographic:
A
Day
In
The
Life
Of
The
Modern
Shopper
(Outlines
key
trends
and
browsing
and
buying
behaviors
of
“modern
shoppers”)
• Checklist:
Helping
retailers
get
started
on
the
modernizaFon
journey
• ExecuFve
Brief:
The
Secret
Sauce
Of
Modern
Omnichannel
Retail
(10
“ingredients
to
deliver
a
consistent
customer
experience)
• E-‐book:
Roadmap
To
An
Omnichannel
Aware
POS
Update
21. The Payoffs Of Multitouch Campaigns
• Total opens: 19,558
• Total Clicks: 1,120
• Total Leads Generated: 309
• One of RTP's best performing social
campaigns, generating a significant number of
leads for Toshiba.
23. Best Dressed Category:
Key Considerations For Visual Content
ExecuDves
don’t
have
enough
Dme
in
the
day:
Yes,
even
when
it
comes
to
reading
your
20-‐page
white
paper.
It’s
more
difficult
to
stand
out:
Because
execuFves
are
so
Fme-‐starved
and
receive
so
many
email
“pitches”
throughout
the
day,
marketers
need
to
embrace
new,
highly
visual
content
formats.
Think
short,
concise
and
easy
to
digest:
Videos,
assessments,
ROI
calculators
and
other
content
formats
help
get
to
the
point
without
taking
up
to
much
Fme.
24. About OpenText
• OpenText
provides
Enterprise
InformaFon
Management
(EIM)
soluFons
designed
to
help
businesses
to
grow
faster,
lower
operaFonal
costs,
and
reduce
informaFon
governance
and
security
risks
by
improving
business
insight,
impact
and
process
speed.
• Serves
a
variety
of
industries,
including
financial
services,
energy,
insurance,
health
care
and
life
sciences.
• SoluFons
include
customer
experience
management,
informaFon
exchange,
business
process
management
and
enterprise
content
management.
25. About The Content
• The
“Make
A
Statement”
campaign
was
created
to
promote
the
StreamServe
soluFon,
which
helps
businesses
personalize
and
brand
customer
communicaFons
such
as
bills
and
statements.
The
campaign
included:
26. The Payoffs Of Being “Best Dressed”
• Implemented in 6 languages
• Produced more than $3 million in pipeline to date
• Helped improve regional sales-marketing alignment
• Improved inter-regional marketing cooperation
• Set standard for integrated campaigns
28. The Impact Of Influencer Content
Why does it matter?: You’re providing executives access to the thought
leaders they value and look to for insights and best practices.
Why does it make an impact?: Companies able to collect feedback from top
influencers are seen as thought leaders that bring the community together.
(Consider Lee Odden’s examples.)
How do you maximize results?: Make it easy for people to digest and find
the topic and/or influencer they want. Also make it easy to share, so you can
make the piece seem more exclusive and prestigious.
29. About LivePerson
• LivePerson offers online engagement engagement and service solutions.
• Solutions include chat, voice, targeted content and video, all of which
enable rich, personalized experiences across channels.
• Targets both B2B and B2C organizations.
• Recently acquired NexGraph team enhance the data and intelligence
platform at the core of its LiveEngage platform.
• Clients include Virgin Atlantic, Crate & Barrel, Intuit and HP Snapfish.
30. About The Content
• To affirm its position in the digital space, LivePerson collected feedback from 10
influencers in B2B and B2C marketing.
• Participants included Jim Lenskold, Lee Odden, Larry Freed, Jeanne Bliss, and others.
• LivePerson interviewed the thought leaders on 10 different topics (including social,
mobile, omnichannel, search) in a Q&A format.
31. • “It was our most successful E-book of 2013!”
• “It produced the most downloads of any thought
leadership asset in 2013.”
• Avg. Open Rate: 11%
• Highest click-through rate: 17%
• Total Downloads (over 6 month period): 800
• MQLs from Campaign: 270
• One of the “11 Must Read eBooks to Get
Content Marketing Smart for 2014” by TopRank,
December 2013.
• 2095 total blog views for a six guest blog series.
The Payoffs of Influencer Content
33. Encourage Social Sharing
Make content as focused as possible: When planning sections for a white
paper or E-book, try to think of a few final takeaways or best practices for
each section, so readers can easily sift through.
Know the power of call-outs: Key statistics or powerful quotes can be
highlighted in asset call-outs, making certain points stand out more to
readers and encourage them to read on.
Make it easy to share: Thanks to the powers of social media, content has
the potential to go viral. “Click-to-tweet” call-outs can help make it happen.
34. About LinkedIn Sales Solutions
• LinkedIn Sales Solutions helps B2B organizations implement social
selling strategies to improve relationships and boost sales.
• LinkedIn Sales Navigator helps sales professionals generate more leads
while reducing the role of cold calling.
• Helps sales professionals connect with 300 million up-to-date
professional profiles.
• Offers the tools and information to help companies build relationships
and trust with prospects and customers.
35. About The Content
• Although “social selling” is a hot
term, many businesses don’t
understand what it means and
how they can apply it to their
organizations.
• LinkedIn Sales Solutions created
this tactical piece to show how
sales professionals can drive
revenue with social selling.
• Outlined best practices from
thought leader Koka Sexton.
• Tips from Koka are outlined in
call-outs and feature LinkedIn
and Twitter share buttons with
pre-created posts.
36. The Payoffs Of Social Amplification
• Shared on Twitter 8,086 times and 54 times on LinkedIn.
• Drove over 400 downloads of the E-book in just one
month of promotion on Demand Gen Report.
38. Social Media: Your Amplification
Tool Of Choice
Craft your strategy: How often do your target buyers tap into social media?
Which networks do they frequent? This can help you determine where to
focus your amplification efforts.
Take cues from YouTube stars: Viral superstars have used video as the hub
of their superstardom. Think of how video can play an impact in your
marketing strategy, and help get your company’s message out!
Promote social on other channels: Think of how insights and themes from
social posts can extend to other outlets, including emails and even your
company web site.
39. About VoltDelta
• VoltDelta is a global provider of cloud contact center solutions for
enterprises.
• Part of Volt Information Sciences, VoltDelta has data centers in the U.S., UK
and Germany to cost-effectively support multinational organizations.
• Solutions include Automatic Contact Distribution, Integrated Voice
Response, automated outbound telephony-based campaigns and a speech-
enabled survey solution.
40. About The Content
• The “Art and Science of Customer
Experience” white paper was part of a
larger 2013 campaign designed to
reposition company and elevate
overall presence.
• Promoted in email campaigns
(sponsored and event follow-up),
banners and advertisements.
• Implemented social campaign with
YouTube video of VoltDelta
employees.
• Focused on the Art and Science of
Customer Experience.
• The “Art and Science of Customer
Experience” concept extends across
social, video, the web site and blog.
41. The Payoffs Of Social Amplification
• 37.4% open rate for event follow-up emails.
• 8.9% download rate for event follow-up emails.
43. Harness The Power Of The Crowd
Embrace your customers and prospects: Use feedback as the foundation
of an event or campaign.
Tap feedback: Your customers and prospects will provide you with valuable
feedback into your business and even give you ideas for future marketing
campaigns!
Include a call to action: Once customers participate in social conversations
or refer to interactive content, offer a compelling and relevant call to action
that will encourage them to learn more.
44. About VMware
• VMware
offers
core
server
virtualizaFon
soluFons
to
more
than
500,000
customers
worldwide,
including
100%
of
the
Fortune
100.
• Recently
recognized
by
Gartner
as
a
“Visionary”
in
the
group’s
Data
Center
Networking
Magic
Quadrant.
• Saw
YOY
revenue
growth
of
14%
to
$1.36
billion
in
Q1
2014
earnings
results.
• Clients
include
NYSE
Euronext,
Revlon
and
DucaF.
45. About The Content
• Vmware sought new, innovative ways to
engage beyond traditional webcasts,
emails and events. Hosted live Google+
Hangout to showcase VMware’s
expertise in virtual desktop
infrastructure.
• Viewers submitted questions and
comments via Google+, Twitter and
Facebook; panelists addressed
feedback in real time.
• Distributed videos, including the live
event and video clips, via social
channels and left content un-gated for
new prospects. Added CTA to access
resource for calculating the ROI of VDI.
46. The Payoffs Of Social Amplification
• ROI of more than 1,600%
• More than 5,100 live and recorded video views
• 16 questions received during presentation
• 70+ positive mentions on FB and Twitter
• CTAs generate more than 400 new contacts
• 8% conversion rates
48. Tapping Into New Tactics:
Consider Emerging Content Formats
Always remember the power of the crowd: Surveys are an effective way to
understand industry trends and most importantly, prospect pain points.
Take a modular approach to content: Apply survey results in creative ways.
Consider flipbooks, which enable you to embed videos, social sharing and
other content types in a traditional E-book / white paper format.
Share results and encourage feedback: Look to other outlets, such as
media publications and social networks, to share results and start
conversations.
49. About Oracle
• Offers solutions to retailers to help them create more compelling, seamless
and relevant experience across channels.
• Solutions include: Analytics, Merchandising and Supply Chain.
• Clients include Kohl’s, Neiman Marcus and C. Wonder.
• Recent acquisitions include Eloqua, BlueKai and Compendium.
50. About The Content
• Tapped into the Retail TouchPoints
audience to understand retailers’
omnichannel investments.
• Garnered 125 respondents to create a
comprehensive survey report.
• Shared real-world examples, including
TOMS, Saks Fifth Avenue and Best
Buy. Video highlighted success stories
from Oracle clients.
• Created an interactive video
summarizing the survey results, and
promoted the survey on the RTP web
site, PR and social.
51. The Payoffs Of Interactive Content
• 67 shares on Twitter from the RTP web site
53. Keep It Interactive
Consider new media: There are a variety of new apps and solutions that
help make traditional marketing channels, such as email more compelling.
Get to the point: If you’re trying to drive attendance to a live or digital event,
outline the key points: Why the event matters, what attendees will learn, and
when it will be held.
Get the click: A call to action can encourage prospective event attendees to
learn more or even register. Consider additional information you’d like to
share and the most valuable way to share it. For example, want to prove the
value of the event? Include a video montage of feedback from past
attendees.
54. About SAVO
• SAVO offers sales enablement solutions, encouraging businesses to
harness the power of sales process, social collaboration, mobility and
analytics.
• SAVO technology and consulting services are designed to help companies
align marketing, sales and operations.
• Partners include Salesforce.com, Richardson, Corporate Visions, Microsoft,
Oracle and SAP.
• Recently received $10 million in growth capital from XT Capital’s Venture
Finance Group.
55. About The Content
• Wanted to develop communication
strategy to drive attendance to its
annual Sales Enablement Summit.
• Needed to rise above email noise
to reach analysts, customers and
industry thought leaders who may
be interested in attending the event.
• Used digital post card app, Inspire,
to create tailored message sent via
email and accessed via microsite.
• Used Inspire to deliver interactive,
personalized videos that outlined
the overall value of the show.
56. The Payoffs Of Interactive Content
• Inspire postcard sent to 145,000+ potential attendees
in February 2014:
• 14% open rate; 7% click-through to postcard
• 14% of postcard viewers clicked to Summit site
• Increased Summit attendees from 450 in 2013 to
more than 500 in 2014.
58. Integrated
Demand
Gen
Campaign
Align
thought
leadership
with
industry
trends.
Target
specific
buyer
personas
with
relevant
content.
Make
content
easily
accessible
to
buyers.
Deliver
content
in
a
variety
of
formats.
Engage
prospects
in
a
conversaFon.
OpFmize
for
social
amplificaFon.
Addresses
disFnct
buyer
stages.
59. About IBM
• All
familiar
with
IBM,
more
than
a
century
making
the
world
a
smarter
place.
• Nearly
$100
billion
in
sales
in
2013
• 431,212
employees
• Probably
familiar
with
their
Smarter
Planet
campaigns.
www.rethinkyourcustomer.com
60. An Inside Look At IBM’s Approach
Today
we
are
recognizing
them
for
their
Smarter
Commerce
iniFaFve
• Campaign
“challenged”
industry
execuFves
industry
to
not
only
acknowledge
the
influence
of
empowered
customers
in
today’s
connected
world,
but
to
“rethink”
how
they
are
leveraging
every
opportunity
to
place
them
at
the
center
of
their
business.
• Campaign
centered
around
an
interacFve
microsite
featuring
content
for
each
our
12
line
of
business
buyers.
• Storytelling
through
video,
eBooks,
case
studies,
white
papers
and
reports
tailored
to
what
each
of
our
12
LOB
audiences
care
about
in
one
central
place,
so
it’s
easy
to
find
relevant
informaFon.
61. The Payoffs Of Integrated Demand Generation
Since launch in late April, 2013, the interactive platform
has yielded:
• over 38,000 impressions
• 100,000 page views
• Over 13,000 responses
• high quality leads that have rapidly progressed
through the pipeline and generated significant wins
for the business.
63. High Impact ROI
Gauge
interest
through
campaign
responses—open
rate,
click
throughs,
etc.
Track
the
impact
your
content
campaigns
are
having
.
Use
the
intelligence
gathered
to
idenFfy
future
content
opportuniFes.
64. About Bonitasoft
• One of the fastest-growing providers of business process management
(BPM) solutions.
• Recently named by KMWorld as one of 2014’s top “100 Companies that
Matter in Knowledge Management.”
65. Driving ROI With Targeted Content in
Business Process Management
• Addressed the complex and technical standardization of software using the “BPMN
2.0” standard for graphic modeling (industry guideline doc was 508 pages long).
• Created the 25-page “Ultimate Guide to BPMN2” providing examples and graphics to
help non-technical users better understand BMPN 2.0.
66. The Payoffs of High Impact ROI Content
• 890 downloads / registrations (gated
content)
• Best-performing email lead nurture
content with 19% click through rate (open
to click)
• Cost-to-pipeline ratio of programs using
this content = 27 ($1 of marketing cost
has led to $27 in pipeline). This is 33%
better than similar programs which are not
using this content piece.
• 54 sales opportunities created
• 15 sales opportunities won to date (others
still in process)
68. High Impact From Influencers
Provide
pracFcal
Fps
UFlize
insights
from
market
leaders
PosiFon
your
internal
execs
as
experts
69. About LinkedIn Marketing Solutions
The Influence of LinkedIn
• 277 million users
• 187 million unique visitors per month
• 50% of the Fortune 100 use LinkedIn Marketing Solutions
70. About The Content
• Created the Sophisticated Marketer’s Guide to LinkedIn
• Featured Ask The Expert profiles
• Case study profiles
• 25 Social Media Experts You Need To Know
71. The Payoffs Of High Impact ROI
• 10K Downloads in less than 30 days
• More than 1/3 were Marketing Qualified
Leads
• Corresponding webinar drove over 3K
registrants
• Additional repurposed pieces drove
thousands of views and social shares
• Now available in 3 different languages
and still going strong.
73. Metrics-Based Content:
Embrace Your Inner Math Nerd
Understand
the
metrics
that
maUer:
What
metrics
ma$er
to
your
target
market
and
audience?
How
do
these
metrics
help
businesses
quanFfy
success?
Use
these
quesFons
as
the
hub
of
your
content.
State
it
simply:
Although
numbers
someFmes
“do
the
talking,”
throwing
metrics
around
can
someFmes
be
confusing.
Try
to
add
context
or
explanaFons
to
your
content
so
it
isn’t
as
daunFng.
Offer
best
pracDces:
Share
how
your
buyers
can
leverage
data
to
improve
overall
profitability.
74. Learn From Optum
• Optum
helps
increase
access
to
affordable,
high-‐quality
care;
improve
efficiency
in
the
delivery
of
health
care
services;
and
facilitate
fast,
easy
access
to
informaFon
that
supports
decision-‐making
across
the
health
care
system.
• Has
a
global
team
of
65,000
team
members.
• Works
with
a
set
of
clients
across
140
countries,
including
those
who
diagnose
and
treat
paFents
to
those
who
pay
for
care,
deliver
health
services,
and
those
who
supply
the
cures.
75. About The Content
• Optum
launched
a
nurturing
campaign
with
an
E-‐book
at
the
center,
which
walks
organizaFons
through
the
steps
they
need
to
take
to
become
data-‐driven
health
care
providers.
• Used
Moneyball
as
a
metaphor
to
illustrate
the
power
of
analyFcs
in
health
care.
• Target
markets
for
the
piece
included
hospitals,
health
systems
and
large
physicians
groups.
• Target
execuFves
included
Chief
Medical
Officers;
CEOs;
CTOs;
CIOs;
VPs;
and
ExecuFve-‐level
Directors.
76. The Payoffs Of Metrics-Based Campaigns
• Between 18,000 and 19,000 contacts are now in
various stages of the lead nurture track.
• E-book engagement in the first month has included
199 downloads via email direct response, with a 12%
open rate and 7% click-to-open rate.
• Advertising and events triggered 250 downloads.
78. Empower Your Sales Force
Identify key challenges for prospects in your industry.
Tailor content to market opportunities and/or solutions
Empower sales teams with content and resources that speak to challenges
and solutions.
Provide multiple formats
79. About Equifax
• Creates
and
delivers
unparalleled
customized
insights
that
enrich
both
the
performance
of
businesses
and
the
lives
of
consumers
through
the
comprehensive
and
differenFated
data
it
manages,
the
experFse
in
advanced
analyFcs
it
provides,
the
state-‐of-‐the-‐industry
soluFons
it
develops,
and
the
leading-‐edge
proprietary
technology
through
which
the
soluFons
are
delivered.
• Generates
158
billion
credit
score
updates
per
month
and
60,000
updates
per
second.
• Has
operaFons
in
the
U.S.
and
18
other
countries.
• Named
a
Top
20
company
to
work
for
by
the
Atlanta
Journal-‐ConsFtuFon;
ranked
24
in
Bloomberg/BusinessWeek
top
50;
48
in
InfoWeek
500.
80. • Created
infographic
and
E-‐book
as
part
of
a
refined
value
proposiFon
aligned
with
the
business’
evoluFon.
• IdenFfied
three
pillars
focused
on
“Precise
B2B
Insights.”
• Wanted
to
empower
sales
teams
to
tell
value
story
“from
the
outside-‐in
perspecFve.”
• The
new
sales
enablement
tools
were
presented
during
the
annual
group
kick-‐off
meeFng
by
the
SVP
of
Data
and
AnalyFcs.
About The Content
81. The Payoffs Of Metrics-Based Content
• Well received by business leaders and sales reps
• Has helped elevate and change customer
conversations from data quantity to quality
• Enabling more in-depth consultative engagement
with customers and prospects
83. High Impact ROI
Spot
informaFon
gaps
within
your
market.
Provide
industry
benchmarks.
Use
content
to
gain
a
compeFFve
advantage.
84. About Autotask
• Leading SaaS provider to IT industry
• End-to-end business management platform featuring all essential systems:
CRM, service desk, projects, timesheets and invoicing
• Serving 5,000+ accounts worldwide
• Seven languages and 70+ countries
85. Maximizing The Mileage
Created “Metrics That Matter” campaign
around proprietary survey data.
Maximized their mileage by survey data in
a modular fashion to help create: eBook
• Infographic
• Brainshark
• Flipbooks
• Webinar
• 10 Blog Posts
• Social Posts
86. The Payoffs of High Impact ROI
• Influenced 35% of revenue in first month of the
campaign.
• Drove 20% of all inquiries for two consecutive months.
• Influenced 10% of total revenue for the year.
• Payback in under 6 months.
88. Buyer Focused Content
Make it educational.
Involve key players within the industry.
Help establish industry best practices.
Make the content practical and easy to apply.
Collect input from existing clients.
89. About
• Broader mission to deliver educational content to the talent acquisition industry.
• Celebrate and elevate leaders among client base.
• Supported the content launch through multiple channels.
90. Learn From LinkedIn Talent Solutions
• The playbook established a framework to enable
recruitment, marketing and communications teams to
develop, promote and measure a winning employer
brand or "talent brand”
• Through brainstorming with internal SMEs and talking with
clients, built a 5-step framework that was used in multiple
countries, from the US, Canada and Brazil through much of
Europe to India, Australia and Asia-Pacific.
• Multiple blog posts over several months on our own blog,
the Talent Blog.
• Bylines in 2 key trade publications
• Webinars in the US and Canada, Brazil, Netherlands,
France, UK, Australia, and India
• Social promotion via channels including Twitter, LinkedIn,
SlideShare (including targeted status updates and House
Ads on LinkedIn, and organic and Promoted Tweets on
Twitter)
• Sessions at industry evens, attended by 2500+ industry
professionals.
• Hundreds of hard copies distributed to clients at events in
multiple countries around the world.
91. The Payoffs of Buyer Focused Content
• 14,000 downloads in 10 months.
• $1.1M in bookings attributed directly to the
Playbook.
• A further $500K+ driven by related webinars
and other activity.
93. Buyer Focused Content
Simplify complexity
Provide multiple touch points
Target buyers and influencers
Tie into key industry themes and events
94. About Optum360
• New venture from Dignity Health and Opum to meet the growing demand for greater
transparency, simplicity, and value in health care billing.
• Dedicated to transforming the registration, documentation, billing and payment
system so it works better for hospitals, health systems and other care providers, and
delivers a better patient experience.
• With a workforce of more than 3,000 employees from Dignity Health and Optum,
Optum360’s revenue cycle management services meet the large-scale needs of of
major hospitals and health systems, and enable new care delivery and risk-sharing
models, such as Accountable Care Organizations.
98. Buyer Focused Content
Provide thought leadership on complex issues.
Become a trusted partner.
Make content informative, yet easy to digest.
Provide a streamlined experience.
99. About ADP
• ADP serves as a trusted partner for clients and prospects.
• Each year ADP handles more than three million government notices and
documents and moves $1.3 trillion in payments to the Internal Revenue
Service.
• ADP managed open benefits enrollment for 15 million employees and their
dependents for the 2014 plan year.
100. Buyer Focused Content
• Developed a fully integrated
campaign around hot topics issues of
Affordable Care Act (ACA) or Health
Care Reform (HCR)this message.
• Included thought leadership, lead
generation, lead nurturing, sales
campaigns and proposal/close tools.
• The integration of this message
provided the backbone for a
streamlined client experience
throughout their buying process, from
recognition of need to selection of
ADP as their provider.
• From a content generation
standpoint, we developed assets that
would help explain the requirements
of the law in a way that allowed our
audience to easily digest the
regulatory details, help identify the
impact to themselves as employers
and take action.
101. • Unique visitors the Health Care Reform landing page:
80,074 viewing on average 114,787 pages.
• Delivered 12 webcasts with over 11,000 registrants from
April 2013-Present with an average 62% attendee rate.
• Facilitated 32 live seminars to over 2700 registrants
across the U.S.
• Nurtured over 24,000 contacts with an Email
performance that exceeds best in class industry
standards with a 39.5% open rate vs. best in class
22.4% and 10.4% CTR vs. best in class 4.2%.
• Influenced over $20M in closed revenue.
The Payoffs Of Buyer Focused Content
103. Web Content Strategy
Consider
your
site
to
be
the
hub
of
your
brand.
Design
your
web
site
to
be
visually
appealing,
yet
well-‐organized
and
easy
to
navigate.
Make
sure
your
site
can
be
accessible
and
easy
to
read
across
mulFple
devices,
including
smartphones
and
tablets.
Offer
content
that
spans
a
variety
of
topics
and
formats.
Include
elements
like
fun
facts
and
interacFve
slide
shows
to
put
a
more
personal
spin
on
your
company.
Use
social
media
as
a
mechanism
to
have
valuable
conversaFons
and
promote
new/relevant
content.
104. About NanoLumens, Inc.
• Consider
your
site
to
be
the
hub
of
your
brand.
• Design
your
web
site
to
be
visually
appealing,
yet
well-‐organized
and
easy
to
navigate.
• Make
sure
your
site
can
be
accessible
and
easy
to
read
across
mulFple
devices,
including
smartphones
and
tablets.
• Offer
content
that
spans
a
variety
of
topics
and
formats.
• Include
elements
like
fun
facts
and
interacFve
slide
shows
to
put
a
more
personal
spin
on
your
company.
• Use
social
media
as
a
mechanism
to
have
valuable
conversaFons
and
promote
new/relevant
content.
105. About The Content
• Went
through
a
web
site
redesign
in
an
effort
to
be$er
promote
content
and
thought
leadership.
• Put
new
focus
on
client
educaFon.
• Added
a
variety
of
new
resources,
including:
FAQ
videos,
infographics
and
white
papers.
• Ramping
up
social
media
presence
and
focusing
more
on
client
and
prospect
engagement;
building
one-‐to-‐one
conversaFons
and
gevng
quesFons
answered.
106. The Payoffs Of Creative Content
• Web site visits increased by 14%
• 20% increase in unique visitors
• Load times decreased by 35%
