1. Harnessing the Power
of
Content Marketing
@PamDidner
Innotech 2013, Austin

2. For today's
session
- A process for content marketing
- Important pre-steps before implementation
- Tips and tricks during implementation

3. What’s your
favorite website?

4. Why do you
go there?

5. You go
there to…
-Be Entertained
-Learn
-Be Challenged
-Solve

6. Therefore...
Your marketing should
provide one or more
of the following:
-Entertainment
-Knowledge/Information
-Challenges
-Help/Solutions

7. Definition of
Content
“Anything that conveys meaningful
information to humans.”
-Erin Kissane, ‘The Elements of Content Strategy’

8. Definition of
Content Marketing
“The process of developing and sharing
relevant, valuable, and engaging content to
target audience with the goal of acquiring
new customers or increasing business from
existing customers.”
- Amanda Maksymiw

9. Content Marketing
Adds value to
your customers

10. We need
a plan
and a
process
Business
Objectives
Target
Audience
Success
Measurement
Plan
Budget
Planning
Content
Creation
Content
Distribution

11. Align Business
Objectives
with Marketing
Objectives
Business
Objectives
• Increase
Revenue
• Decrease Cost
Marketing
Objectives
• Build Brand
Equity
• Create/Retain
Customers
• Enable Sales

12. Translate Business
Objectives to
Marketing Objectives
Business:
Increase x% of <Product> revenue
($xM) by expanding to <Segment>
Marketing:
Establish <Product> as the preferred choice
for <Whom> in the <Segment> by building
awareness & driving demand

13. When you get back to work
Business Objectives:
Marketing Objectives:

14. Audience:
Create persona
Business
Objectives
Success
Measurement
Target
audience
Strategy
A good persona
provides insights
Budget
planning
Content
Creation
Content
distribution

15. Intel IT Manager Persona
Technologies in Use
Mean
Deployment Size
3,168

95%
329

65%
IT Budget
90%
1,016

% with Dedicated IT Budget
88%
# of sites
IT Budget
$10.4M 
43%
IT
Environment

$$$
% of employees with a dedicated computer
Technology Infrastructure
Computer installed base
Computer refresh cycle
>50% installed base of laptops

Server installed base
Has a enterprise class data center
Tablet installed base
Currently use SaaS, IaaS or PaaS
Server virtualization
Security
32%
Use tech as competitive advantage

Willingness to pay a premium
$$$
Early tech adopters

Employees that are extremely
connected and extremely dispersed

Full time dedicated IT staff

 Influencers
Smartphone installed base
External Influencers


420 
Segment Size (among all medium and
large businesses
Organizational Attitudes and Business
Outcomes
Ravi, IT Manager
Med. & Lrg. Business
Tech Enthusiast
Avg. IT
Budget

16. IT Initiatives
Ravi, IT Manager
Med. & Lrg. Business
Tech Enthusiast
Leveraging
Data
Challenges/
Concerns
Business intelligence tools to speed the ability to report, analyze and
store data (e.g., data mining, analytics, data warehousing, etc.)
Data management applications that control, protect, deliver and
enhance value of data and information. (e.g. ERP, CRM, transactional
databases, etc.)
Capabilities to improve our vendors’ or partners’ abilities to access our
data. (e.g. web portals, B2B gateways, etc.)
Business process capabilities to improve workflows within my company
(e.g. six sigma, business process modeling, etc.)
Security
Desktop virtualization
Virtualization
Very High
Server virtualization (e.g., expanding; improving manageability etc.)
Mobility
Telework/
Mobility
Capabilities to enable employees to work from home (e.g. VPN, Citrix,
remote access to the company’s network, etc.)
Enabling employees to use their personally-supplied devices, computers
or phones to connect to the company’s network
Very High
Automating IT management (e.g., software / patch updates)
Collaboration
Security
Improving compliance with regulation
Improving our company’s IT security
Very High
Information Mgmt
Very High
Improving the delivery of applications across different devices*
Other
Giving new company-supplied computing tools to employees such as
smartphones, tablets or similar
Consolidating or integrating our data centers, network and storage
infrastructure**
Capabilities to accommodate or manage data growth and storage needs

17. IBM Police Chief for Public Safety Sector
Content
Distribution
Job
Description
Influencers
Content
Topics
Source: IBM “The Science of Marketing. The Art of Conversation”, Michele Grieshaber

18. Drake Mortors Company- SUV
potential buyer
His
Objectives
Content
Distribution
Content
Creation

19. To Do: Create your
own persona
Image
Name?
Personal Profile?
Job Description?
Challenges or Desires?
Content needs?
Preferred media to
receive information?

20. Persona is not a
panacea
Gather additional insights from:
-Social Listening
-Seller Interviews
-Buyer Research
-Keyword Search
-Other data…

21. Reference point: A good comparison on social listening tools
http://social-media-monitoring-review.toptenreviews.com/

22. Reference point:
Keyword Search Tools
http://copyblogger.com/keyword-research-tools/

23. Reference point: Keyword Search Tools
http://acquire.com/blog/the-best-free-premium-keyword-research-tools/

24. My company asks me to support
multiple audiences and business
objectives. What should I do?
Tip: Prioritize
Get buy-in from mgmt.
Less is more.

25. Understanding the customer
journey is another
pre-requisite for content
creation

26. But, everyone’s journey
is a little different…

27. Search and
social media
make the
customer journey
harder to follow

28. Let’s sit back
and think
about the
customer
journey
differently

29. Create a customer
journey to follow
how they “think”,
not how they
“purchase”

30. Intel Example:
Map content to IT Manager’s thought journey
Select topics to address your audience’s needs
Learn
Plan
Decide
Purchase
I have an issue.
How should I solve the
problem?
What tools do I need to
help me solve the
problem and make a
good decision?
Help me build the
business case to make a
purchase.
3rd Party Market Research
White Paper
Buyer’s Guide/Selection Guide
Demos
Case Studies
Videos / Webcasts/ Webinars
eBooks
Product Brief / Technology Brief
Newsletter

31. Select 3-5 Assets for each stage
Learn
Topic:
Plan
Virtualization
I have an issue.
Explain a concept,
product or
technology to
address the issue.
How should I solve
the problem?
Best practices to
solve the problem.
Decide
Purchase
What tools do I
need to help me
solve the problem
and make a good
decision?
Help me build the
business case to
make a purchase.
Help them to sort
through diff.
options.
-
Product Brief
Market Research
eBook
Video:
Virtualization
101
-
White Paper
- Selection Guide - Case Studies
Market Research - Case Studies
- ROI selection
Buyer’s Guide
- Cost and feature
tool
Top 10 tips
comparison
- Cost and feature
Demos
guide
comparison
guide

32. IBM Example:
Map content to Police Chief’s thought journey
Source: IBM “The Science of Marketing. The Art of Conversation”, Michele Grieshaber

33. Business
Objectives
Success
Measurement
Target
Audience
Plan
Budget
Planning
Content
Creation
Content
Distribution
How to tie
content creation
and distribution
to the customer
journey?

34. Map content to media channels
Paid Media
Owned Media
Traditional Advertising/
Demand Generation
Corporate Properties
Direct email,
company
websites,
company
communities
Converged
Media*
Content syndication,
paid media banners,
customized paid
MKT programs
*Source: Altimeter Report: Paid + Owned + Earned = Converged
Media by Rebecca Lieb & Jeremiah Owyang
Earned Media
Organically generated
Social Media Platforms
Content syndication,
social media
presence, 3rd party
communities/forums

35. When to use long form content
Content syndication,
paid media banners,
customized paid
MKT programs
Paid Media
Traditional Advertising/
Demand Generation
Owned Media
Corporate Properties
Direct email,
company
websites,
company
communities

36. What about Social Media?
Paid Media
Owned Media
Traditional Advertising/
Demand Generation
Corporate Properties
Direct email,
company
websites,
company
communities
Converged
Media*
Content syndication,
paid media banners,
customized paid
MKT programs
*Source: Altimeter Report: Paid + Owned + Earned = Converged
Media by Rebecca Lieb & Jeremiah Owyang
Earned (Social) Media
Organically generated
Social Media Platforms
Content syndication,
social media
presence, 3rd party
communities/forums

37. Tip: Repurpose, Reuse,
Refresh Content

38. For Social Media:
Break down long form content
To multiple short forms
Long From Content (1)
Short From Content (4)
Social Content (20)
Source: Bonfire Marketing

39. Short Form Examples
27-pages White Paper
600-800 word blog posts
Source: Bonfire Marketing

40. Social Content Examples
Source: Bonfire Marketing

41. To harness the power of
content for social media
Think like a
newspaper
publisher

42. Once you know
Your objective,
audience, content
creation and
distribution…
You can determine
your budget

43. Once you know
your budget
You can
determine
your success
metrics

44. Harnessing the power
of content marketing:
Know your audience
Map content with
customer thought journey
Think like a newspaper publisher