Date post: | 20-Aug-2015 |
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Technology |
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Generating Leads through B2B Content
Marketing
#B2BContent
Today’s Speakers
2
Leslie ReiserProgram Director, Midmarket Digital Marketing WW, IBM@[email protected]
Kevin GreenSVP of Strategy & Analytics, Digital Influence Group@[email protected]
Scott LudwigAssistant Director of Marketing, Digital Influence Group@[email protected]
Christine McManusDirector of Strategic Services, Skyword@[email protected]
#B2BContent
Agenda
3
• Why content marketing? IBM’s approach for a changing digital environment
– Reach audiences where they already are
– Develop valuable content with staged distribution
• Influencer program designed to deliver value in the marketplace
– Planning and implementation
– Driving a qualified audience down the funnel
• Scaled content creation
– Capturing opportunity in search and social
– Maintaining a brand newsroom and high quality
• IBM program overview and results
#B2BContent
4
Why an Influencer Program
• Activate leading industry bloggers to amplify the reach of your organization in the social space
• Leverage unbiased voices to create content geared towards your target audience
• Expose established, qualified audiences to programs, events, services and solutions
• Cultivate relationships that your employees and thought leaders can benefit from
• Create an on demand focus group that you can run ideas or programs by for real-time feedback
#B2BContent @BostonRS
Connective Tissue Across Marketing Efforts
5
Leverage trusted voices of influencers to create a connective tissue between your organization’s marketing and
communication activities.
PAID
OWNED
EARNED
GOAL
Trusted
Voices
Trusted
Voices
Trusted
Voices
#B2BContent @BostonRS
6
You Can’t Have an Influencer Program Without
PERSONALIZATION
GENEROSITY
RECIPROCITY
AUTHENTICITY
#B2BContent @BostonRS
7
Influencer Programs aren’t Achieved Overnight
• Develop initial list of influencers using
listening tools and filtering methodology
Identification• Recruit to participate
• Provide program details and
requirements
• Discuss Incentives
Outreach
• Draft agreements
• Create custom campaign tracking
• Provide disclaimer
Onboarding
• Review content created by blogger
• Choreograph distribution across owned
channels
Collecting Content
• Collect assets to share
• Coordinate schedules for interviews,
trials, etc
• Recruit to participate at events
Distributing Content
• Collect metrics from bloggers
• Pull controlled data
• Integrate into reports
Measurement
On
board
ing
Su
sta
inm
en
t
Ongoing
#B2BContent @BostonRS
8
Understanding Tiers of Influence
Tier 1
Tier 2
Tier 3
#B2BContent @BostonRS
9
Creating a Distributed Content Ecosystem
Engage
Invite
Influencers
(Credible Experts)IBM Events
(Inclusion)
News Writers
(Immediate Interest)
Forward Thinkers
(Brand Ambassadors)
Content Creation, Integration and Distribution
Acti
vate
#B2BContent @BostonRS
It’s Less About What You Offer and More About What Your Audience Wants
High
Low
News Writers
Bloggers
SMEs
Business Partners
Employees
Technology News
What’s happening now
Technology Trends
Opinions and theories from
thought leaders
Practical Use
Technology implementation
& considerationWhy IBM
Specific services
& solutions
Volume of Content
10#B2BContent @BostonRS
11
Driving a Qualified Audience Down the Funnel
#1 result
Bloggers, News Writers &
Forward Thinkers
Search
Social
SearchWhat is our audience
searching for?
Explore, Engage & Share
#B2BContent @BostonRS
Search and Social: Gateways to Consumers
12
115BILLION
GLOBAL SEARCHES
every month on Google Search
36BILLION
SOCIAL SHARES
every month in the US
#B2BContent @ChrissyMac8
13
Quality Content is the Cost of Discovery
Search Lift Social Lift Brand LiftKeyword Relevance
Backlinks
Higher Rankings
Awareness
Affinity
Conversion
Endorsement
Amplification
Engagement
#B2BContent @ChrissyMac8
14
& The Fuel That Powers All Marketing
#B2BContent @ChrissyMac8
15
Brands Need to Become like Newsrooms
#B2BContent @ChrissyMac8
16
Particularly in B2B..
64% of B2B marketers say they are
challenged with producing enough
content.
Content Marking Institute: 2013 B2B Content Marketing Benchmarks
#B2BContent @ChrissyMac8
Writer’s Payments
Financial Management
Search Optimization
Brand Alignment Review
Project Management
Legal Department
Writer Management
Copy Editing CompanyWriter’s Content
CMS
Master Spreadsheet
CMS
But the Process is Difficult and Inconsistent
17#B2BContent @ChrissyMac8
Skyword – All You Need for Quality Content
18
Technology
Framework
Content
Strategy
Content
Creators
Editorial
The Four Pillars of Successful Content
#B2BContent @ChrissyMac8
And, We’re Good At It
19
Last year, Skyword content drove
134+ million unique visits from search
and social to client sites
#B2BContent @ChrissyMac8
Establishing a Google News Program
20
Creating a news site worthy of Google
News
• It's all about quality and authority
• Understand blog content versus news
content
• Set journalistic standards and find the
right writers
• Set the editorial voice and vision for your
content
• Leverage a content calendar & editorial
board
• Frequency and breadth of assignments
• Apply Google News standards & SEO
recommendations
• Submit to Google
#B2BContent @ChrissyMac8
Executing Content Strategy | Content Calendar
21#B2BContent @ChrissyMac8
Scale News Coverage | Trending Topics
22#B2BContent @ChrissyMac8
IBM Midmarket Digital Marketing
The Media in Collapse
Average age of US daily newspaper reader: 57
Reduction in US newsroom staffs since 2001: 45%
Growth in NBC prime time audience, 2008: 14.3%
Average age of network evening news viewer: 63
2001 2009 Change
Woman’s Day 1.61M 410,000 -74%
Redbook 556,300 154,600 -72%
Country Living 380,200 134,900 -64%
Natl Enquirer 1.65M 591,300 -64%
Reader’s Digest 750,000 270,000 -64%
ESPN Magazine 54,350 25,200 -63%
US Magazine Circulation
23#B2BContent @LCReiser
IBM Midmarket Digital Marketing
It All Begins With Search
2.7 billion per day
200 million per day
times information is shared through social
channels each month
billion searches for information each month
billion36
18
24#B2BContent @LCReiser
IBM Midmarket Digital Marketing
Social SellingTraditional Selling
New Media Impact on B2B
Go whe
re th
e
peop
le a
reListen
Invite
eng
agem
ent
Respond and
Iterate
Suspects
Qualified Prospects
Hot Prospects
New
Clients
25#B2BContent @LCReiser
IBM Midmarket Digital Marketing
We listen to our prospects and clients
IBM Midmarket Approach
26#B2BContent @LCReiser
IBM Midmarket Digital Marketing
• Estimated monthly traffic: 73,000
• Google Indexed pages: 6,490
• Alexis ranking: Top .12%
• Inbound links: 850,771
• Del.icio.us bookmarks: 1,776
• New York Times citations: 115
• Computerworld citations: 146
• InformationWeek citations: 89
• Newsletter subscribers: 150,000
Attributes of a Good Influencer
Schneier on Security
A blog covering security and
security technology
• Articles published: 615
• Total views: 74,851
• Most views on a single article: 3,331
• Klout score: 29
• Significant engagement on:
• Personal blog
• Notable publications:
• App Dev Academy
• TecTrends Monitor
• GRT Corporation
• Imperial PublishingRobinson on Security
Independent writer and blogger for
cloud computing and business
analytics
27#B2BContent @LCReiser
IBM Midmarket Digital Marketing
Writers integrate the IBM Midmarket agenda into their articles and posts
1. Rick Robinson’s articles on Cloud and Security drove broad
reach around an IBM strategic focus area
• Post received 600+views and 400+ social engagements
2. Ken Hess recorded a podcast interview with IBMer Chris
Dotson around his upcoming cloud webcast
• Post received 500+ views
Newsworthy Influencers Extend IBM Brand to Qualified Audiences
28#B2BContent @LCReiser
IBM Midmarket Digital Marketing
• ‘Pay for performance’ compensation
• Provide education
• Offer links or small promotions
• Exclusive access to internal experts
• Special events
• MODEST discounts, giveaways, trials
How to Engage Influencers
29#B2BContent @LCReiser
IBM Midmarket Digital Marketing
AWARENESS
High profile to drive
mass audience
RELEVANCE ADVOCACY PREFERENCE CONVERSION
Expertise and
familiarity creates trust
Relay your Brand agenda
more personally
Engagement and
distribution spurs
action
Compelling content and
targeted calls to action
Press
Industry Bloggers
Independent Writers
IT Analysts
Skilled sellers
Lead development reps
Internal SMEs
Business Partners
IBM Midmarket Digital Marketing
Align Influencers to Program Objectives
30#B2BContent @LCReiser
IBM Midmarket Digital MarketingIBM Midmarket Digital Marketing
• Re-imagine existing content assets
• Leverage internal Influencers
• Fuel new creative
• Maximize owned channels
• 8 week / 8 days / 8 hours / 8 minutes
Well choreographed and activated content becomes the missing connective tissue between decision
makers and the brand
CONTENT
IBM has a
solution for me
Client
Develop Valuable Content With Staged Distribution
ACTIVATE
CREATECURATE
Brand
Voice
Value Message
31#B2BContent @LCReiser
IBM Midmarket Digital Marketing
Use new media to publish
IBM Midmarket Approach
Forward Thinkers Business Partners News Writers Press / Analysts Bloggers
Midsize Insider
Content
Calendar
Influencers
Publish and Distribute
32#B2BContent @LCReiser
IBM Midmarket Digital Marketing
Establish a News Site and Publishing Platform
midsizeinsider.com
33#B2BContent @LCReiser
IBM Midmarket Digital Marketing
Repeat Visits
Shares
Bookmarks
Retweets
CommentsDownloads
Forwards
Published articles Reviews
Phone calls
Lead forms
Ratings
Engagement
Activation
Align Online Metrics to Program Goals
34#B2BContent @LCReiser
IBM Midmarket Digital Marketing
TWITTER FEEDS &
CHATS
DISTRIBUTABLE
ASSETS
MOBILE
BLOGGING AND NEWSWRITER
PLATFORM
3.9 BImpressions
10.4%
Engagement
Here’s How We Did…Our Results
LINKEDIN DISCUSSION THREADS
3436 articles
35#B2BContent @LCReiser
Question & Answer
36#B2BContent
Connect with our Panelists
37
Leslie ReiserProgram Director, Midmarket Digital Marketing WW, IBM@[email protected]
Kevin GreenSVP of Strategy & Analytics, Digital Influence Group@[email protected]
Scott LudwigAssistant Director of Marketing, Digital Influence Group@[email protected]
Christine McManusDirector of Strategic Services, Skyword@[email protected]
#B2BContent
38
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