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#B2BMX
Content and the Customer Experience: Building 360 Degree Audience
EngagementChristine Polewarczyk @Christine_Mktg @SiriusDecisions
SiriusPerspective:
2 © 2018 SiriusDecisions. All Rights Reserved@Christine_Mktg @siriusdecisions
The B-to-B Marketing MandateMarketing’s goal is ultimately to support the delivery of the right content to the right
audience, at the right place, and at the right time – but few organizations can do this effectively today.
Everything starts with audience. All content must be considered within the context of
audience.
Right Audience
What are your audiences content
format preferences? What are their
knowledge requirements?
Right Content
When is the right time to deliver content to the
audience based on known history and
consumption?
Right Time
Where does your audience go to
consume content? What are their
preferred channels?
Right Place
SiriusPerspective:
3 © 2018 SiriusDecisions. All Rights Reserved@Christine_Mktg @siriusdecisions
But… 360 Degree Audience Engagement Is HardFew organizations have mastered the ability to orchestrate and deliver strategic 360
degree audience engagement through their content.
SEO
Social Media
SEM
EmailWebsite
Blog
EmployeeAdvocacy
SalesActivation
Display Advertising
• Audience segments• Persona types• Channels• Geos/languages• Offerings• Asset types• Tools and technology
Multiple…..
Is this you?
SiriusPerspective:
4 © 2018 SiriusDecisions. All Rights Reserved@Christine_Mktg @siriusdecisions
The Answer: Advancing B-to-B Content Engine Maturity To deliver on the promise of the right content at the right place and at the right time,
b-to-b marketing organizations must develop more sophisticated content engines.
17%
20%
13%
10% Content strategy and planning
Content creation
Content activation
Content operations
B-to-b marketing organizations that cite advanced maturity across the four phases of the content lifecycle.
Source: SiriusDecisions State of B-to-B Content Study 2018
The B-to-B Content Lifecycle
© 2018 SiriusDecisions. All Rights Reserved
Content Strategy and Planning
SiriusPerspective:
6 © 2018 SiriusDecisions. All Rights Reserved@Christine_Mktg @siriusdecisions
The Challenge: Poor Content Strategy InputsBest-in-class by-to-b organizations ensure that strategic content planning is explicitly
informed by audience insights, messaging, campaign themes, activation plans, analytics and objectives.
All Advanced
Audience definition and prioritization 41% 90%
Persona and journey-mapping insights 21% 50%
Campaign messaging and themes 41% 80%
Value propositions 34% 70%
Activation plans 31% 70%
Performance metrics and insights 32% 70%
Question: Please specify which of the following you always use to inform your content strategy plans:
?
Source: SiriusDecisions State of B-to-B Content Study 2018
SiriusPerspective:
7 © 2018 SiriusDecisions. All Rights Reserved@Christine_Mktg @siriusdecisions
Best Practice: Gather Deeper Audience InsightsAlign the organization around a common understanding of target buyers and their
needs to drive best-in-class , audience-centric messaging, content and campaigns.
Process Attributes:Buying Scenario
Buyer RolePurchasing Decision Phases
Demand TypeDecision Drivers
Emotive Attributes:InitiativesChallengesBuyer NeedsLexicon
Behavioral Attributes:Content Asset TypesInteraction TypesWatering HolesEngagement Level
Functional Attributes:Job Role
Common TitlesPosition on Org Chart
Buying CenterFirmagraphics
The Anatomy of a B-to-B Buyer
8 © 2018 SiriusDecisions. All Rights Reserved@Christine_Mktg @siriusdecisions
The Challenge: Operationalizing SEO Best PracticesQuestion: In which of the following marketing process deliverables do you include SEO keyword information (to inform content planning, creation, activation, measurement, etc.)?
?
Source: SiriusDecisions State of B-to-B Content Study, 2018
38%
48%
46%
55%
55%
46%
Persona profiles/insights
Messaging and planning documents
Content measurement dashboards
Advanced All
SiriusPerspective:
9 © 2018 SiriusDecisions. All Rights Reserved@Christine_Mktg @siriusdecisions
Best Practice: Adopt a Content Strategy MethodologyAdopt a repeatable content strategy methodology and use it as a forcing mechanism
to address input gaps that should be informing content planning.
The SiriusDecisions Content Strategy Turbine
A repeatable, scalable methodology that content marketers can use to increase their content’s relevance and better support business objectives.
© 2018 SiriusDecisions. All Rights Reserved
Content Creation
SiriusPerspective:
11 © 2018 SiriusDecisions. All Rights Reserved@Christine_Mktg @siriusdecisions
The Challenge: No Global Master Content CalendarAdvanced organizations are more likely to use a global master calendar to support
cross-functional content calendaring and visibility, but still only 27 percent are using best-practice format.
17%
30% 32%
17%
4%
27%
36%
27%
9%
We have a mastercalendar in a content
marketing, projectmanagement or
workflow tool
We have a mastercalendar in adocument or
spreadsheet form
We have manycalendars owned bydifferent teams, butno master calendar
We do not have one I don't know
All Advanced
Question: Do you have a master content calendar that provides cross-functional visibility of all content being created and activated across the marketing organization?
?
Source: SiriusDecisions State of B-to-B Content Study 2018
0%0% 0%
SiriusPerspective:
12 © 2018 SiriusDecisions. All Rights Reserved@Christine_Mktg @siriusdecisions
Best Practice: Build a Tag-Driven Content CalendarEstablish a master content calendar with views and filters that are driven by tags to
improve cross-functional visibility, accountability, collaboration and agility.
SchedulingPublish Date Due Date Last Updated New or Update/Refresh
StatusIn Production In Review Published Archived
Asset InformationAsset Title File Type Asset Type Content ID
Content Owner Content Creator Byline Related OfferingExternal Link Internal Link
Journey StageEducation Solution Selection Retention
Campaign PlanningCampaign Name Reputation/Demand/Enablement Target Audience Keywords
Geo Language Vertical/Industry Activation ChannelsGated/Ungated Primary CTA
The SiriusDecisions Content Blueprint
SiriusPerspective:
13 © 2018 SiriusDecisions. All Rights Reserved@Christine_Mktg @siriusdecisions
The Challenge: Lagging Adoption of Content Atomization Organizations must learn to atomize content at the component level to enable
opportunities to update, repurpose, and personalize content programmatically at scale.
Question: Does your marketing organization use modular content development processes when creating content?
?
Source: SiriusDecisions State of B-to-B Content Study, 2018
49%
29%23%
We use modular contentdevelopment for Web
pages, but not for othercontent types
We don't use modularcontent development
approaches at all
We use modular contentdevelopment for all
content creationprocesses and assets
SiriusPerspective:
14 © 2018 SiriusDecisions. All Rights Reserved@Christine_Mktg @siriusdecisions
Best Practice: Modular Content DevelopmentAtomized content is componentized during content creation so that it can be found,
updated, reused and repurposed programmatically at the component level leveraging metadata.
Headline
Sub-head
Short Description
Long Description
Introduction
Section 1
Section 2
Section 3
Publish Date
Call-to-Action
Related Content
Author
Boilerplate
SKU
Image 1
Image 2
Logical ”chunking” allows for:
• Manual or programmatic content updates at the component level
• Easier reformatting or re-templating
• Flexible content customization and re-use
© 2018 SiriusDecisions. All Rights Reserved
Content Activation
SiriusPerspective:
16 © 2018 SiriusDecisions. All Rights Reserved@Christine_Mktg @siriusdecisions
The Challenge: Ineffective Content ActivationSeventy-seven percent of b-to-b marketing organizations struggle with effectively
activating content with internal and external audiences.
6%
16%
31% 30%
17%
9%
18% 18%
55%
I don't know 0%-25% 26%-50% 51%-75% 76%-100%
All Advanced
Question: Please estimate what percentage of your worldwide marketing assets have been used by internal and external audiences in the past two years.
?
Source: SiriusDecisions State of B-to-B Content Study 2018
0%
CONTENT WASTE
SiriusPerspective:
17 © 2018 SiriusDecisions. All Rights Reserved@Christine_Mktg @siriusdecisions
Top 3 Drivers of Content WasteFindability, quality and relevance, and challenges with customizing content for specific
use cases are the largest drivers of content waste and activation issues in b-to-b organizations.
40%
Findability
39%
Quality/Relevance
31%
Customizability
Difficult to find; users don’t know about it Quality and relevance No budget to translate; difficult to adapt
Source: SiriusDecisions State of B-to-B Content Study 2018
SiriusPerspective:
18 © 2018 SiriusDecisions. All Rights Reserved@Christine_Mktg @siriusdecisions
Best Practice: Content Performance KPI MeasurementBest-in-class organizations effectively analyze content performance through a variety
of attributes to better understand what is driving audience engagement.
Source: SiriusDecisions State of B-to-B Content Study 2018
Question: How are you able to view and segment content performance metrics today??
28%
34%
36%
36%
39%
40%
41%
51%
59%
By journey stage
By theme/topic
By vertical/industry
By offering
By asset type
By channel
By audience
By region/country
By campaign/program
SiriusPerspective:
19 © 2018 SiriusDecisions. All Rights Reserved@Christine_Mktg @siriusdecisions
Best Practice: Mining Insights From Content MetricsDigging deeper into metrics on the basis of tags or attributes is the key to
understanding what is and isn’t resonating and supporting audiences and business goals.
ü Track history and patternsü Focus on long-term successü Evaluate by attributes:
§ Audiences
§ Themes/topics
§ Channels
§ Authors
§ Asset types
§ Geographies
§ Verticals
§ Offerings
Traffic by Source Type
0
.5
1
1.5
Organic SearchPaid Search
EmailOrganic Social
Paid Social
Page Views
0
50
100
150
Page views to rest of websiteBlog Page Views
Average Session Duration
0
2
4
Average session duration Blog session duration
Visitors
5 1 1
318
5
5
2
7 5
12 2 1
0
2
4
6
New visitors to rest of siteBlog new visitors
Repeat visits to rest of siteBlog repeat visits
© 2018 SiriusDecisions. All Rights Reserved
Content Operations
SiriusPerspective:
21 © 2018 SiriusDecisions. All Rights Reserved@Christine_Mktg @siriusdecisions
The Challenge: Too Many Content RepositoriesBest-in-class marketing organizations audit, inventory and tag content assets and
consolidate them in a centralized content library to improve findability and governance.
57%82%
Yes, we have a centralized content libraryAll Advanced
Yes, we have a centralised content library
Question: Does your marketing organisation have one centralised global content library for all marketing-created content?
?
Source: SiriusDecisions State of B-to-B Content Study 2018
SiriusPerspective:
22 © 2018 SiriusDecisions. All Rights Reserved@Christine_Mktg @siriusdecisions
The Challenge: No Universal Tagging or TaxonomyLess than one-third of organizations use a universal taxonomy; however, those that
describe themselves as advanced are far more likely to have one in place.
46%
9%15%
23%
73%
9% 9%
Have/plan to have auniversal taxonomy
Universal taxonomybut out of date
Multiple taxonomiesbut not used consistently
No universaltaxonomy
All Advanced
Question: Does your marketing organization have a documented universal taxonomy that is used to tag and organize marketing content?
?
Source: SiriusDecisions State of B-to-B Content Study 2018
0% 0% 0%
SiriusPerspective:
23 © 2018 SiriusDecisions. All Rights Reserved@Christine_Mktg @siriusdecisions
Best Practice: The Content Audit and InventoryConducting a content audit and inventory, defining a taxonomy, and tagging content
with metadata significantly improves findability and utilization for internal and external audiences.
The SiriusDecisions Content Audit Methodology
2. Discovery
1. Goals/Scope 3. Taxonomy 5. Gap Analysis
8. Maintenance
7. Optimization
6. Cleanup/Curation4. Inventory
SiriusPerspective:
24 © 2018 SiriusDecisions. All Rights Reserved@Christine_Mktg @siriusdecisions
The Challenge: Gaps in Content TechnologyB-to-b organizations are increasing content technology investments to gaps in their
abilities to automate, scale, customize, govern and and measure content processes effectively.
58%
53%
48%
44%
43%
41%
26%
Content marketing
Business Intelligence tools
Digital asset management
Marketing resourcemanagement
Search engine optimization
Sales asset management
Translation/localization
Percentages indicate b-to-b marketing
organizations that have indicated planning to
“increase” or “significantly increase” investment in a
given technology category during the next
12 months.Source: SiriusDecisions Command Center™
SiriusPerspective:
25 © 2018 SiriusDecisions. All Rights Reserved@Christine_Mktg @siriusdecisions
Best Practice: Rationalize Content Tech CapabilitiesMost organizations are missing key technologies required to support effective
content creation, scale, workflow, asset management, calendaring and measurement.
Key Content Technology and Services CategoriesContent display
Content marketingplatforms
Sales asset management
Digital assetmanagement
Marketing resourcemanagement
Web contentmanagement
Common Technology Challenges
ü Core technology capabilities missingü No tagging to inform content strategy and measurementü No creative tools for interactive content creationü Missing key integrations across systems
Content Creation Calendaring Workflow
AutomationAsset
Management Analytics
Core Capability Requirements
Distribution
SiriusPerspective:
26 © 2018 SiriusDecisions. All Rights Reserved@Christine_Mktg @siriusdecisions
B-to-B Content Engine Maturity ModelThe SiriusDecisions Scope of Content Strategy and Operations Model depicts the
core areas b-to-b marketing organizations must advance to achieve high-performing content engines.
© 2018 SiriusDecisions. All Rights Reserved