How to leverage content and employee advocates to improve internal communications and also gain thousands, if not millions, of free, trusted impressions.
6. @stephanhov @GregTirico @BambuBySprout #BambuWebinar
Why you need a content strategy
According to the B2B Content Marketing 2016 Benchmarks, Budgets, and Trends—North
America survey, published by Content Marketing Institute and MarketingProfs:
• 53% of the most effective marketers have a documented strategy.
• 40% of the least effective marketers have no strategy at all.
• B2B marketers allocate 28% of their total marketing budget, on average, to content marketing.
The most effective allocate 42%, and the most sophisticated/mature allocate 46%.
• More than 50% of B2B marketers plan to increase their content marketing budget.
8. @stephanhov @GregTirico @BambuBySprout #BambuWebinar
Content types and channels
Content Types
• Brand
• Recognition
• Job Posting
• Industry
• Thought Leadership
• Event
Content Channels
• Company sites
• Social media posts
• 3rd party websites
• Internal
9. @stephanhov @GregTirico @BambuBySprout #BambuWebinar
Content Types - Examples
• Blog post (Brand)
• Customer shout-out (Recognition)
• Promo video for upcoming webinar (Event)
• Monthly column by VP on industry website (Thought Leadership)
• Useful tip article related to your services (Industry)
10. @stephanhov @GregTirico @BambuBySprout #BambuWebinar
Content Channels - Examples
• Company sites (Bambu blog)
• Social profiles (Twitter, Facebook, LinkedIn)
• 3rd party websites (influencers, industry, advocates)
• Social publishing (LinkedIn, Medium)
• Internal (email, memo)
11. @stephanhov @GregTirico @BambuBySprout #BambuWebinar
Mix and Match
• Recognition + Social
• Recognition + 3rd party website
• Brand + Company website
• Brand + Social
• Industry + 3rd party website
• Industry + Social publishing
• Event + Social
• Event + Company website
16. @stephanhov @GregTirico @BambuBySprout #BambuWebinar
Why you need to segment content
• Distributed administration
• Relevant content feeds for employees
• Limited time or limited scope initiatives
17. @stephanhov @GregTirico @BambuBySprout #BambuWebinar
Segmentation ideas
• Program administrators
• Executive team
• Business unit
• Localized (Language, Geography)
• Event related
• Verticals
• Subject matter expertise
• Program ambassadors
18. @stephanhov @GregTirico @BambuBySprout #BambuWebinar
Volume targets
• Starting point: 40 stories/month
• Increase for socially-active teams
• Increase when internal content needs rise
• Increase/Decrease based on feedback
• Decrease before a large publicity event
• Decrease when onboarding new cohorts
19. @stephanhov @GregTirico @BambuBySprout #BambuWebinar
Managing volume – Starting off
• No teams = Everyone sees same content = 10 stories/week
• As you add segments, your total story needs increase
• Manage the volume with distributed administration
20. @stephanhov @GregTirico @BambuBySprout #BambuWebinar
Managing volume – Expand to 4 teams
30 stories/week
• 5 “team” stories x 4 teams = 20
stories
• Plus 10 “everyone” stories
• 10+5 = 15 stories per person
25 stories/week
• 5 “team” stories x 4 teams = 20
stories
• Plus 5 “everyone” stories
• 5+5 = 10 stories per person
22. @stephanhov @GregTirico @BambuBySprout #BambuWebinar
Typical Content Sources
• Industry and Influencer sites
• Social - brand profiles, curator profiles
& industry hashtags
• UGC – social love, workplace culture,
trade shows
• Company sites - website and blogs
• Your PR team
• LinkedIn Publisher / Medium
• Google Alerts, Listening services
31. @stephanhov @GregTirico @BambuBySprout #BambuWebinar
User Analysis
Are the 3 KPI’s going up over
time?
Which teams are most engaged?
Which teams might need training
or a gentle reminder about
expectations and participation?
35. @stephanhov @GregTirico @BambuBySprout #BambuWebinar
What to do next
Everyone
• Make a list of your content sources
• Make a list of what you can automate
• COMPLIMENTARY GIFT! Use the
Content Strategy template
worksheet
we’re sending you
Bambu customers
• Set up tags to mirror content strategy
• Set up teams consistent with your
segmentation strategy
As you can see, we have a lot to cover today, and I have a favor to ask. As we move through the material, think about how your content strategy is creating a valuable and meaningful experience for your employee participants. Promise me that you’ll use that as a guiding principle for all the decisions you make for your program, and I promise you that you’ll achieve greater success, and the enthusiasm for your program will help you grow in ways you’d never imagine.