Be a Publisher, By a Publisher:

Transcription

1 Be a Publisher, By a Publisher: Building a Content Architecture Courtney Kay VP, Field & Product #ROISummit

2 Good News 5+ Hours per day online, >12 hrs engaged with some form of media 5,000+ Megabytes of data produced per person per day We can target our buyers more precisely & understand them more definitively Sources: emarketer; MIT Technology Review Photo credit: Shutterstock 2

3 Bad News Sources: Goo Study, Michael Brenner, Contently, Business 2Community; New Relic Image: adapted form Shutterstock 3

4 New News Make that 6 screens they ll be ignoring us on Image: adapted from Apple 4

5 The Transition The future of marketing will see more brands acting like publishers. This is more than a cliché. It means brands will start delivering content people want, and driving engagement and conversions. Brands need to take the phrase acting like a publisher literally. Dietrich Mateschitz, Founder & CEO Red Bull If you re not putting out relevant content in relevant places, you don t exist. The aim of marketing is to know and understand the customer so well that the product or service fits him (or her) and sells itself... Michael Brenner, Head of Strategy Newscred Gary Vaynerchuk, CEO Vynermedial Peter F. Drucker, Author & Educator Father of the modern business corporation Image: adapted from Shutterstock 5

6 We know a thing or two about publishing First and foremost, we re a technology publisher 200+ individuals writing, editing, managing, and marketing technology specific content 850+ industry experts, analysts and practitioners contributing to that content 20,000+ hours per year managing the systems that support our publishing 46,000+ hours spent annually auditing, analyzing, testing, and optimizing our content 6

7 Session 1 Architecture Team Taxonomy Content Session 2 Delivery Distribution Enablement Measurement Image: adapted from Shutterstock 7

8 45% Of B2B companies plan to hire in the next year for content marketing Source: Kapost- Recruit the Dream Team The Content Marketing Hiring Handbook We re taking content marketing more seriously Image: adapted from Shutterstock 8

9 ...But what seats do we actually put on the bus? Photo Credit: Shutterstock 9

10 Composition Function Form 10

11 Publishing teams = committed to content 86% Focused on content strategy and creation 14% Focused on content delivery >80% talk content and/or buyer in positioning themselves 11

12 Marketing teams... Not so committed to content 70% of us don t talk about content when we position ourselves 76% of us never mention our buyer, or efforts in getting to know them/cater to them 12

13 Reorientation No 2 teams look the same, but the winning teams put function first, then worry about form; and, are committed to their cause from the top down Image Source: Kapost.com 13

14 There s someone in the driver s seat I m here to set the strategy for our content coming up with ideas for informing and educating our audience of customers and potential customers, aligning that content with our goals and objectives, then putting in a plan for how we re going to produce, promote and measure all of it. Jesse Noyes Senior Director of Content Marketing Kapost Source: Kapost- Recruit the Dream Team The Content Marketing Hiring Handbook 14

15 and, there are feet on the beat I research the industry, find gaps of information, research those gaps, and write about them. We re like mini-reporters on the ultimate digital marketing beat. Jean Spencer Content Marketing Manager Kapost Source: Kapost- Recruit the Dream Team The Content Marketing Hiring Handbook 15

16 Reorientation (it doesn t take an army) 41% of content marketing teams have 2-5 people 8.7% Have a content team of more than ten Source: Kapost- Recruit the Dream Team The Content Marketing Hiring Handbook To Do List If you own the team, consider determining (if you haven t) the guardian of the Sweet Spot and how that gets socialized- consider a content board If you re on the team, challenge yourself to think who and why before what and how 16

17 Taxonomic Classification (not just for librarians any more) Photo Credit: visual.ly, architecktur, findinglovers.com, theawesomer, loveinfographics, fastcodesign, 17

18 Meet Darin... He occupies an important seat on the TechTarget bus Image: Adapted from Shutterstock 18

19 Introducing the TechTarget network (Just kidding sort of) 140 Editorial sites 5k Topics covered 235k Editorial articles 26k Vendor assets active 2.5m Social posts Darin s job is to define, manage and evolve the classification system for all this 19

20 Enabling buyers from Search to Discovery Organization Engaging the buyer who engages you Enabling buyers from search through discovery (across channels, devices & content types) Association Engaging the buyer engaged in what you do 20

21 Marketing: Your Digital Tour Guide Turn Back Better Solution Ahead Dead End for Your Infrastructure Wrong Way to Solve the Problem 12% Portion of the mindshare you as a supplier have across the entire B2B purchase path Source: CEB; Image: adapted from Shutterstock 21

22 Building an actionable framework Lifecycle Stage News Get Started Topical Association Cloud Security Security Strategy Coverage Rank Major Major Evaluate Manage Problem Solve Other Classes Type Point of View Brand Solution Persona Cloud Governance Data Protection Authentication Cloud APIs Major Significant Significant Discussed 22

23 A robust classification enables a more engaging experience 23

24 A robust classification enables a more engaging experience 24

25 A robust classification enables a more engaging experience 25

26 on and off site 26

27 Taxonomic Classification You don t need a taxonomist, but you can learn a thing or two from ours Considerations Define your requirements Size it to your resources Be extensive in your expertise Keep topics mutually exclusive Get your domain experts involved If it s getting too big, use a tool Consider languages Image: Adapted from Shutterstock 27

28 The Content the kind that doesn t get ignored Photo Credit:: 28

29 Thinking life cycle vs. buy cycle Lifecycle Stage Awareness Consideration Decision Content Goal Inform Educate Describe Challenge Detail Enable Compel Content Description Showcase alignment Begin to present perspective Push perspective & build leadership Drive methodology adoption Lay out the specifics Equip champions to advocate Drive urgency Optimization Support Deliver on-going troubleshooting Upgrade Retire Detail what comes next 29

30 Who on What Influencers Analysts Communities Competitors Experts Practitioners Publications User Groups Etc. Topics Challenges Pain Points Features Functionalities Implementation Troubleshooting Etc. Differentiation Detail, and Enable Sale Describe, Challenge, and Detail Leadership Educate, and Describe Awareness Inform, and Educate Image: Adapted from Shutterstock 30

31 How to Build it Type Point-of-View Attributes Top Types 1 Foundational 88% Prescriptive 86% Both Brand 3 rd Party Top Traits 1 Interactive 91% On-Demand 91% Conversation 75% 2 Concise 85% Source: 1 DemandGen Report 2015 Content Preferences Survey; 2 TechTarget 2015 Media Consumption; 3 Luxury Daily Photo Credit: The Noun Project Lukasz M. Pogoda; Ezra Keddell, Thi Dieu Linh, Di 31

32 Formats White Papers White Papers Trial Downloads Videos Demos Demos Blog posts Trial Downloads White Papers ebooks Videos ebooks Demos Webcasts Webcasts Webcasts ebooks Videos Infographics Environments Environments Trial Downloads Infographics Infographics Environments Blog posts Blog posts Podcasts Podcasts Podcasts Awareness Consideration Decision Image: Adapted from Shutterstock 32

33 Formats White Papers White Papers Trial Downloads Videos Demos Demos Blog posts Trial Downloads White Papers ebooks Videos ebooks Demos Webcasts Webcasts Webcasts ebooks Videos Infographics Environments Environments Trial Downloads Infographics Infographics Environments Blog posts Blog posts Podcasts Podcasts Podcasts Awareness Consideration Decision Image: Adapted from Shutterstock 33

34 Formats White Papers White Papers Trial Downloads Videos Demos Demos Blog posts Trial Downloads White Papers ebooks Videos ebooks Demos Webcasts Webcasts Webcasts ebooks Videos Infographics Environments Environments Trial Downloads Infographics Infographics Environments Blog posts Blog posts Podcasts Podcasts Podcasts Awareness Consideration Decision Image: Adapted from Shutterstock 34

35 Making it happen The Calendar Why Quality Alignment Cadence Visibility What Theme Focus Solution Feature(s) Persona Stage Objective Message Type POV Format Distribution 35

36 Content While volume is important, quality is key, construct the content that fuels an experience from top to bottom Check List Think lifecycle Identify influencers Marry buyer cares with business goals Diversify perspectives Keep it concise but comprehensive Lose the pitch, use the data Don t quit when conversions happen Calendar it! Image: Adapted from Shutterstock 36

37 Next step: Build a powerful content foundation Receive a content calendar template to keep your teams on track and produce the most effective content on time To receive, please indicate on your agenda or survey, or notify your TechTarget rep 37

38 Thank you Next session: Integrating Intelligence into the Work Flow of Sales and Marketing Presented by: Justin Hoskins 38