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Content Operations: Practical Guidance and Real World
Examples to Scale Your Content Marketing
Pawan DeshpandeCEO, Curata
@TweetsFromPawan
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Scaling Content Operations
☐ Content Marketing Today☐ Scaling Content Operations☐ People: Building a Team☐ Process: Building a Supply Chain☐ Technology: Consolidate & Integrate☐ Takeaways
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Second Life
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Content Marketing is not a Fad. It is a New Reality of Marketing, and Here to Stay!
93% of BtoB marketers use content marketing.
71% of marketers plan to increase content marketing spend.
2/3rds of companies have seen a positive impact on lead quantity & quality due to content marketing.
“Compelling, authentic content is what makes social engagement happen. . . Great content humanizes brands.” [Jake Sorofman, Gartner]
“Content marketing is marketing. You can’t market well (or maybe even at all) without content.”
“Most B2B marketers have wised up to the value of content marketing.”
“Content marketing is in high demand as every company has now realized they are media companies.”
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MIKE TYSON:UNDISPUTED
TRUTHLIVE ON STAGE
DIRECTED BY
SPIKE LEE
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Doing content marketing may feel like you’re on an island.
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And as Great as Your Rock Stars are, Content Marketing Today is Still a Gamble
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How do we energize the rest of our
company with these isolated sources of Content Marketing?
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And Scale the Content Marketing Function Beyond the One Man Show?
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Scaling Content Operations
☑ Content Marketing Today
☐ Scaling Content Operations
☐ People: Building a Team☐ Process: Building a Supply Chain☐ Technology☐ Takeaways
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4 Steps to Scale Content Operations
1. Build Support for Content Marketing within your Own Organization.
2. Establish a content marketing lead and center of excellence team. [People]
3. Build a content marketing supply chain including analytics. [Process]
4. Consolidate and integrate your content marketing applications. [Technology]
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#1: Management Needs to Understand that this is Not Your Father’s “Content Marketing”
We’ve been doing content marketing for
years!
Our content needs to target
buyers’ interests &
focus on “their” value
Old world content is:• Egocentric• Valuable to the vendor only• Product Focused• Boring
Real Content Marketing is:• Valuable to the buyer also• Buyer Focused• Visual & Engaging
BUY IN
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Yes, Many Groups are Producing Content, But It’s the Wrong Type of Content
“60 to 70% of content produced by B-to-B marketing organizations goes unused.”
[SiriusDecisions]
BUY IN
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BUY IN
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Establish a Clear Definition of Content Marketing across Your Company
“Content marketing means:
•Having the discipline to avoid marketing fluff
•Being tapped into your audiences’ needs
•Providing value to our audience in a respectful way.”
Greg EstesVice President of
Marketing
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Identify Content Marketing Early
Adopters
BUY IN
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Tap into Third Partiesto build Content Marketing Credibility
• Use analyst firms’ insight• Conferences • Competitive successes• Research studies• Industry surveys &
benchmarks• eBooks• Blogs• Experts & Consultants
We should do content
marketing.What?
You should do content
marketing.
Yes!You are so smart.
BUY IN
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#2. Establish a content marketing lead and center of excellence team.
[People]
SCALING
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Most Organizations Produce Lots of ContentSCALING
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SCALING
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Inconsistent Messaging
SCALING
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Inconsistent Quality
SCALING
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Underutilized Content
SCALING
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SCALING
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SCALING
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Scaling Content Operations
☑ Content Marketing Today☑ Scaling Content Operations
☐ People: Building a Team☐ Process: Building a Supply Chain☐ Technology☐ Takeaways
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You cannot be successful in content marketing without one.
Curata's 2014 Content Marketing Tactics Planner (n=500)
Do you currently have an executive in your organization who is directly responsible for an overall content marketing strategy?
(e.g., Chief Content Officer, VP or Director of Content)
Hire a Content Marketing Executive.
Yes (43%)
No(57%)
ORGANIZATION
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Hire a Content Marketing Executive
“Everyone is responsible for content, but someone needs to be in charge of content operations in order to leverage and get the most value out of our content.”
Heidi Melin, CMO of Plex Systems
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Content Operations: The Nerve Center for B-to-B Content
ORGANIZATION
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Objective #1: Break down the wallsbetween the different groups
ORGANIZATION
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Objective #2: Enable rest of the organization to be great content marketers
ORGANIZATION
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Objective #3: Provide infrastructure
(e.g. technology, writing services)
ORGANIZATION
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Case Study: An Enterprise-Class Center of Excellence Team
• $1.5B revenue life sciences company
• Objectives: Create content that . . . • Appeal to prospects• Enables great customer experiences• Supports the field
• Key success factors• Accountability (22 person team)• Alignment• Monthly content audit• Content technology manager
• Success to date• Higher quality content• Improved productivity• Significant improvement in sales
enablement
Kathleen Pierce, Director of Commercial Content Operations
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Scaling Content Operations
☑ Content Marketing Today☑ Scaling Content Operations☑ People & Organization
☐ Process: Building a Supply Chain
☐ Technology☐ Takeaways
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Analytics Strategy
ProductionPublishing • Editorial Calendaring• Assignments• Curation• Sourcing
(agencies, contributors, freelancers…)
Production• Scheduling• Promoting• Influencers• Social Media• Sales Enablement• Newsletters• Website
Publishing
Content Marketing Supply Chain by Curata
• Engagement• Marketing Pipeline
Impact• Sales Pipeline Impact• Revenue Impact• Root Cause Analysis
Analytics• Campaign Management• Content Auditing• Buyer Stage & Personas• Ideation• Keyword Research• Content Repurposing
Strategy
SUPPLY CHAIN
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No Idea is DumbSTRATEGY
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Dumb Idea? _The Infographic of Infographics
Results:312 Social Shares3,854 Page Views979 Leads Influenced$363K Pipeline Influenced
STRATEGY
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Imitation is the best form of flattery.
(just give credit as well)
STRATEGY
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Ideati
on
imit
ati
ng t
he b
est
STRATEGY
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But, do so ethically1. Reproduce only a portion of the original
content.
2. Always cite your sources.
3. Prominently link to the original source.
4. Annotate your content with your own perspective.
& 8 more best practices….
http://bit.ly/CurationEthicsEbook
STRATEGY
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Keep a place for your best ideas.
Make an email address [email protected] or via Chatter
STRATEGY
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Form a “Shark Tank” to vet ideas.STRATEGY
Social MediaCM Lead
At idea stage& pre-publish
stage
SEO
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STRATEGY
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Keep Random Acts of Content
Source of Innovation
Let you react to current events
Newsjacking
STRATEGY
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Created
Content
Content Marketing
Team
Curated
Content
Syndicated Content
65%
25%
<10%Source: Curata 2014 Content Marketing Tactics Study
Tap Icon made by Freepik from www.flaticon.com (CC BY 3.0)
SourcingInternally & Externally
PRODUCTION
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Spend 20% of your time on titles
PRODUCTION
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The Power of a Great Title
PRODUCTION
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“Companies spend millions of dollars on content that is never viewed or downloaded.”
Market your Marketing
PROMOTION
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Earned Media:• Result of owned,
paid and other marketing
• Other properties
Paid
Earned
Owned Media(Online & Offline)
Owned Media:• Web site• Blog• Microsites
Paid Media:• Display ads• Search ads• Paid
sponsorships
Market Your MarketingPR
OM
OTI
ON PROM
OTION
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Influencer MarketingContent Promotion & Content Creation
PROMOTION
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• Book Review• Interview Blog Post• Webinar• Signed Book Giveaway
PROMOTION
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Scaling promotion through all channels
QUICK AND EASY PROMOTIONAL TOOLS(Gaggle, Boom, etc.)
YOUR PERSONAL NETWORK(add Twitter, LinkedIn, Google+, Facebook logos)
YOUR SALES/SALES ENABLEMENT TEAM
YOUR MARKETING DATABASE49% of companies send a newsletter at least to promote their blog. [Curata]
SOCIAL MEDIA TEAM56% of companies rely on their social media team to promote their blog. [Curata]
PROMOTION
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“Half the money I spend on advertising is wasted;the trouble is, I don’t know which half.”
John Wanamaker
content marketing
ANALYTICS
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“I think that we’re making an impact?”
+
Curata Blog; 43%
Curata.com; 34%
CCM; 11%
LinkedIn Pulse; 8%
SlideShare; 4%
Lots of Page Views & Shares
= Lots of Demos
Lots of great content
Curata’s Head of Sales
ANALYTICS
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”85% of B2B marketers fail to connect content activity to business value — and, as a result, fail to retain customers or win their long-term loyalty.”
ANALYTICS
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I just know this eBook is doing well.
Look at how many shares we got!
ANALYTICS
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ANALYTICS
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As content marketers…
We need to understand what’s working and what’s not.
So we can do more of what works.
And less of what doesn’t.
ANALYTICS
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Consumption
Sharing
Retention
Engagement
Today
Content Marketing ROI
Performance Operations
Cost Production
Sales Pipeline Impact
Marketing Pipeline Impact
Next G
enera
tion
Top of Funnel
Middle of Funnel
BOFU
ANALYTICS
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Q2 2014 Curata Blog
• To what extent is our content impacting sales’ pipeline?• Content impact by stages within the pipeline?• Which writers are performing the best?. . . And Why?
Engagement
Marketing Pipeline Impact
Sales Pipeline Impact
Content CampaignReuseIndex
Social Shares
Page Views
Leads Touched
Leads Generate
d
Pipeline Influence
d
Revenue Influenced
Content Marketing Tactics 90% 3,542 15,535 987 76 $463,000 $98,000
2014 Blogging Study 45% 2,435 6,387 767 89 $123,000 $13,000
Scaling Content Operations 15% 1,232 1,321 328 24 $95,000 $28,000
ANALYTICS
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Continuous Improvement: Tactics Campaign Best Performers
Shares: 1,353Writer: Michael GerardEarned: SF.com Blog
Pipeline Influenced: $232,000Writer: Pawan DeshpandeOwned: Curata Blog
Leads: 22 generated, 632 touchedEditor: Alex BarcaWriter: Susan (Freelancer)Owned: Curata Blog
ANALYTICS
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Wait, We’re Not Done Yet . . .
ANALYTICS
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The Content Marketing Quota
Alexandra BarcaContent Marketing Specialist
Total Bonus Compensation25% Company Financial Performance
25% MarketingOverall Performance
50% Alex’s Content Marketing
Performance
ANALYTICS
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The Content Marketing Quota
Alexandra BarcaContent Marketing Specialist
Alex’sContent MarketingPerformance
25% Earned Media
75% Owned Media
ANALYTICS
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ANALYTICSThe Content Marketing Quota
Alexandra BarcaContent Marketing Specialist
Alex’sContent MarketingPerformance
25% Earned Media 50%
Engagement25% Sales Impact
25% MarketingImpact
25% Marketing Impact
75% Owned Media
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The Content Marketing Quota• Better topic selection
• Better call to actions• Closer collaboration with sales• Closer collaboration with social
media & demand generation• Personal empowerment &
gratification
Leads to:
ANALYTICS
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Scaling Content Operations
☑ Content Marketing Today☑ Scaling Content Operations☑ People & Organization☑ Process: Building a Supply Chain
☐ Technology☐ Takeaways
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TECHNOLOGY
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TECHNOLOGY
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Case Study: IT’s Increasing Role in Marketing Technology
• ~$13B revenue, 4,000 properties
• Objectives: • Partner with the digital organization to build a
modern, digital marketing platform
• Eliminate duplication of efforts and drive consistency
• “Content reusability is critical to our success”
• Key success factors• CMO considers content to be a strategic asset
• IT reports into Marketing, striving to be experts on content modeling, management and strategy
• Recently hired a VP of Content Marketing
• “Our team is in the enablement business”
Meghan WalshSenior Director ofDigital Data Strategy & Distribution, IT
Technology
TECHNOLOGY
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Scaling Content Operations
☑ Content Marketing Today☑ Scaling Content Operations☑ People & Organization☑ Process: Building a Supply Chain☑ Technology
☐ Takeaways
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4 Steps to Scale Content Operations
1. Build Support for Content Marketing within your Own Organization.
2. Establish a content marketing lead and center of excellence team. [People]
3. Build a content marketing supply chain including analytics. [Process]
4. Consolidate and integrate your content marketing applications. [Technology]
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Comprehensive Guide to Content Marketing
Analytics
http://bit.ly/cmw14metrics
A comprehensive guide to the metrics that will help ensure your content marketing initiatives are effective and driving key business outcomes.
Download here
With advice from over 20 of today’s top marketing experts on what they believe to be the most important content marketing metric.