Case Study: Developing Content No Matter What the Resources If the website is the center of the marketing universe, content is the cement that holds that foundation together, according to Eric Webb, Senior Director of Communications & Brand, McGladrey, a global assurance, tax and consulting firm with revenues of $1.4 billion and 7000 employees. This case study covers how McGladrey completely revamped its content marketing and website design, streamlining content production in the process. The company increased Web traffic, boosted its content production, and provided better measurement against lead generation efforts, creating direct attribution of hundreds of thousands of dollars and showing influence of impacting millions more in opportunities. Presented by: Eric Webb, Sr. Director, Go To Market Services, McGladrey LLP www.bdionline.com

1. Content Development
Content Creation No Matter the Resources
Eric Webb
Senior Director of Communications & Brand
Assurance Tax Consulting
© 2012 McGladrey LLP. All Rights Reserved.

2. Session Speaker
Eric Webb
Senior Director of Communications & Brand
McGladrey
Over 25 years of marketing experience has enabled Eric Webb to help
improve the marketing strategies and tactics of internet startups and Fortune
500 companies. He produced and co-wrote award winning television
commercials, was associate producer for the “Bulls-Sox” Television Show and
@cirewebb specializes in creative strategy and direct marketing to improve ROI.
He currently manages the McGladrey ad agencies, marketing
automation/demand generation and CRM systems, custom content teams,
and is responsible for the website, internet and social media marketing.
Eric has a Bachelors of Science in Advertising from the University of Texas
(specializing in creative advertising) and a Masters in Marketing
Communications from Roosevelt University in Chicago (specializing in direct
marketing). As Vice Chair of the Marketing Executives Network Group, he has
helped this exclusive, senior marketing member organization with technology,
communications and strategy. He is online marketing certified by the Online
Marketing Institute, and has a passion for measurement in marketing.
Assurance Tax Consulting
2 © 2012 McGladrey LLP. All Rights Reserved.

3. The Challenge & the Problem
Increasing thought leadership development to increase
reputation and leads
No content strategy
Static website design
Ad-hoc production process
No real production coordinator
Measurement but no reporting
Limited tools
Assurance Tax Consulting
© 2012 McGladrey LLP. All Rights Reserved.

4. Three Strategies
REDESIGN DRIVE
EDUCATE
Website to Content
Content as
Focus on Development to
Strategy
Content Next Level
Assurance Tax Consulting
© 2012 McGladrey LLP. All Rights Reserved.

5. Content
as
Strategy
Build a Strategy Around Content
Drive and expand reputation; Increase readership and visitors; Lead
generation
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© 2012 McGladrey LLP. All Rights Reserved.

6. BUILD
a
Strategy
Build a Strategy Around Content
Around
Content
Repackage and Promote Your Content See our presentation
and learn about…
Email Signature line
John, I believe
this is an
important article
for you to read…
Maybe you saw us on…
Or
Heard our podcast
interview of a client
Assurance Tax Consulting
© 2012 McGladrey LLP. All Rights Reserved.

7. REDESIGN
Website to
Focus on Redesign the Website to Focus on Content
Content
Before After
• “About Us” • “For them”
• Content buried • Up front
• Little promotion outside of site • Consistent promotion
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7 © 2012 McGladrey LLP. All Rights Reserved.

8. Drive Content Development to the Next Level
Requires an Improved
Production Process
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© 2012 McGladrey LLP. All Rights Reserved.

9. Before Production Redesign
 We had a bench
system
• Writers waited for
next project
• Not everyone was
aware of
resources
 Those “in the know”
always got first pick
 Project tracking was
not deliberate nor
centralized
Assurance Tax Consulting
© 2012 McGladrey LLP. All Rights Reserved.

10. Solution: A Better Production Process
1 Implement project management
2 Develop project form
3 Create project transparency
4 Align and embed writers
5 Align projects/people to specific effort
6 Determine internal/external resources
7 Archive content and report results
Assurance Tax Consulting
© 2012 McGladrey LLP. All Rights Reserved.

11. Project Management Workflow and Transparency
Project Go To Market Services (GTMS) team
Industry/LO
Notification This is how marketing support members briefed and/or advise on
Form requests are submitted to GTMS. strategies, help refine based on previous
submitted by Depending on project details data and experience.
B
Nat’l Mktg selected, GTMS team leaders will be Ongoing approvals from SMEs and
Leaders notified of the support request.
Industry/LOB Leaders throughout
process coordinated by National
Scheduled by Marketing Leaders.
Production
Manager
Multi- Work Begins: Content &
Project Kick- Project set-
aspect Yes up and
Graphic Design, Digital
GTMS off Call and Media, Demand Generation,
project brief assigned in
project Social Media, PR,
completed BaseCamp
? Advertising, etc.
No – Single area of support needed – Small project
GTMS
Best efforts will be made to align resources to specific LOB/
Industry, this may not always be possible unless teams are
Tracking of
MROI willing to adjust project due dates.
Results –
analysis with
Implementation Google & NOTE: Project Tracker used to manage overall planning.
industry/LOB
Eloqua BaseCamp used to manage GTMS support elements.
Leaders
Analytics
GTMS teams will review Project Tracker reports to plan for
resources and manage workflow.
Assurance Tax Consulting
© 2012 McGladrey LLP. All Rights Reserved.

12. Starting the Project
 Forms remove poor
communication
 You can educate
 Creates prioritization
 Help requesters think
ahead
Specific questions force
them to think beyond
the immediate need
and think about
repackaging, web pages
that should be linked,
other types of media
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© 2012 McGladrey LLP. All Rights Reserved.

13. Create Project Transparency
1. Common project tracking
system
• MS Project, Basecamp, Excel, etc.
2. Keep it simple
• Broad milestones, not every task
detail
• Calendar
• Alerts when due dates approaching
• Notes-capable
• Storage for files
• Access to contractors
3. System should help “push”
people
4. Monitor and report out
Images of Project Management Tool
Basecamp (www.basecamp.com)
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© 2012 McGladrey LLP. All Rights Reserved.

14. Allow Content Creator to “Embed”
 Align writers and other
staff to specific practice
or industry groups
 Allows for better ideas
and strategy
 Creator can provide
insights, timetables up
front
 Empowers knowledge
about space
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© 2012 McGladrey LLP. All Rights Reserved.

15. Align Project to Specific Level of Effort
More
Video • Webinar
 Not all assignments Traditional Event
Resources
are created equal
 Different types of White Paper
media require Newsletter
different levels of Case Study
effort
 We prioritize effort Audio Podcast
and align media to be Blog Post
used Article
Less
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© 2012 McGladrey LLP. All Rights Reserved.

16. “N” = To use External or Internal Resource
 Don’t create a Cadillac when
what you need is a Chevy
 More, good content will
outperform “beauty” content
 Think about the “buy-cycle” and
what content aligns to what
stage
 Simple, direct efforts like
N
editing, white papers, articles
make the most sense
 Audio podcasts, case studies
and blog posts are best
internally
Assurance Tax Consulting
© 2012 McGladrey LLP. All Rights Reserved.

17. “N” = To use External or Internal Resource
COST SAVING TIPS
 Don’t create a Cadillac when
what you need is a Chevy
When looking for freelance writers, don’t
 More, good look at “market segment” experienced
only content will
outperform “beauty” content journalists;
writers. Seek out strong
 Think about the “buy-cycle” and and creating
those good at interviewing
a story.
what content aligns to what
stage Journalists are trained to learn a space
 Simple, direct efforts like writers.
and are great “ghost” editing,
N
white papers, articles and white for contractors
Leverage Craigslist to look
papers make the an hourly rate and total project
and state most sense
 Audio podcasts, casemedia (i.e.and for white
cost by type of studies $300
paper).
blog posts are best internally
Dictate what you will pay for talent.
Assurance Tax Consulting
© 2012 McGladrey LLP. All Rights Reserved.

18. Archive Your Content
Archiving content helps repackaging efforts and organizes content:
Search by topic, author, industry, service line, keywords, buy-cycle
alignment.
Assurance Tax Consulting
© 2012 McGladrey LLP. All Rights Reserved.

19. Report Results
 Keeps “creators” and subject matter experts (SME)
engaged
 Correlate Web visits to specific content to pick up trends
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© 2012 McGladrey LLP. All Rights Reserved.

20. Report Results
Microsoft Dynamics Webcast Campaign
Muse Newsletter Blog Post
Page Live
on Website Blog Post
METRICS June July August Etc.
Total site visits 728 836 994
Average visits/day 24 27 32
Assurance Tax Consulting
© 2012 McGladrey LLP. All Rights Reserved.

21. Report Results
Microsoft Dynamics Webcast Campaign
Muse Newsletter Blog Post
Page Live
on Website Blog Post
Campaign
Stats
Page Published:
June 22
Visits: 81
Ave. Time on
Page: 5:42
minutes
METRICS June July August Etc.
Total site visits 728 836 994
Average visits/day 24 27 32
Assurance Tax Consulting
© 2012 McGladrey LLP. All Rights Reserved.

22. Results
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© 2012 McGladrey LLP. All Rights Reserved.

23. Results Since 2009/2010
+ 100% Increase in web visits per month
+ 300% Increase in content production
+ 60% Increase in content promotion
* More value than you can measure:
Created energy for SMEs to WANT to produce more
content
Increased productivity of writers by three times
Assurance Tax Consulting
© 2012 McGladrey LLP. All Rights Reserved.

24. Content Continues to Impact Visits and Leads
24
© 2012 McGladrey LLP. All Rights Reserved.