What does it take to build and execute a content strategy from the ground up? In this presentation I share some lessons learned in building one of the most successful content programs at IBM. Learn how to make content crucial for your business and drive measurable growth.
We’re all here for the same reason, because we all realize content is important to our business.
So today I want to share some of the lessons I learned in building a content program from the ground up at IBM that went from non-existent to the most visited content hub for any division at IBM.
Only half (53%) of decision makers worldwide would first turn to an existing supplier when faced with a business challenge. (Text100)
On average, customers are 57% of the way through their purchase decision making process before engaging with your company.
This means that depending on how many alternative suppliers are being considered, any given supplier likely will receive no more than 10%–15% “share of mind.”
Critical need for businesses to present a balance of relevant technical and business content when engaging with multiple decision-makers throughout the buyer’s journey.
The right content is what creates trust.
Be a challenger.
Who are you trying to impact?
You need to develop a deep understanding of your customer’s business. Use that understanding to push the customer’s thinking and teach them something new about how their company can compete more effectively.
Content that unteaches customers something they are currently doing in their business. Focusing on the cost of current behavior.
Remember that good design is good business. Don’t overlook the importance of a good design and UX, one that is responsive.
Think about growth and scalability as you define process and technology.
If you want to scale and be efficient, you need a process and technology framework to ensure a steady stream of relevant content.
Define roles right from the beginning. Find the right balance between in-house and agencies. Get buy-in from different parts of your organization and involve the right people.
Many roles and responsibilities can be done by the same person depending on the scale of the program. But some of these roles are certainly required for a successful program.
I would not recommend completely outsourcing all of these roles and your entire content program either. You need someone that is driving this internally, that knows your audience, your industry/space and is passionate.
Having at recruiting strategy is key at the beginning especially. Start with your top experts, empower them, celebrate their success then leverage their story to get buy-in from others.
My job role was never defined for me.
On average, marketers report a 31% return on investment from their lead-gen programs (Advertising Age)
494% increase in visits from search since same quarter last year.
Share relevant experience you or your company has in the form of winning strategies and customer success stories to help connect with your prospect.
You need to align your entire organization to deliver content specifically designed to disrupt customers’ current thinking—to teach customers something, not to just sell them something.
offers unique, valuable perspectives on the market;
Helps me navigate alternatives and avoid potential land mines;
Educates me on new issues and outcomes;