Content Development Content Creation No Matter the Resources Eric Webb Pamela Markey Senior Director of Communications & Brand Director of Marketing & Brand Strategy McGladrey MECLABS
Session Speakers Eric Webb Senior Director of Communications & Brand McGladrey Over 23 years of marketing experience has enabled Eric Webb to help improve the marketing strategies and tactics of internet startups and Fortune 500 companies. He produced and co-wrote award winning television commercials, was associate producer for the “Bulls-Sox” Television Show and specializes in creative strategy and direct marketing to improve ROI. He currently manages the McGladrey ad agencies, marketing automation/demand generation and CRM systems, custom content teams, and @cirewebb is responsible for the website, internet and social media marketing. Eric has a Bachelors of Science in Advertising from the University of Texas (specializing in creative advertising) and a Masters in Marketing Communications from Roosevelt University in Chicago (specializing in direct marketing). As Vice Chair of the Marketing Executives Network Group, he has helped this exclusive, senior marketing member organization with technology, communications and strategy. He is online marketing certified by the Online Marketing Institute, and has a passion for measurement in marketing. 2
Session Speakers Pamela Markey Director of Marketing & Brand Strategy MECLABS Pamela Markey builds strategic partnerships, plans promotional initiatives, and is responsible for both Primary and Applied Research communication- and marketing-related activities. If it impacts a MECLABS brand, it goes through her. Before joining the team in June 2009, Markey worked for seven years as a wireless marketing manager at Bell Canada, during which time she managed campaigns for the Solo Mobile and Bell Mobility brands. @pamelamarkey Her work has been recognized at Cannes, the CLIOs, and the Canadian Marketing Awards among others. Markey started her career in marketing at Microsoft while completing her Bachelor of Commerce degree at Dalhousie University. 3
Increasing Quality Content Was Foundational McGladrey is the 5 th largest assurance, tax and consulting firm in the world, with 7,000 employees, but was inconsistent in developing thought leadership 4
Focus Effort Brand Launch Measurement 2% 20% Golf Platform 7% Transactions 5% Thought Leadership Expertise 6% Advocacy 60% Government Employer of Choice Relations Content Dependent Activities 5
The Challenge Increase Visits, Enhance Reputation No content strategy Static website design Ad-hoc production process No real Production Coordinator Measurement but no reporting Limited tools 6
What does the research say?
Most effective for nurturing Email newsletters 57% Sales calls 41% Whitepapers 35% Thought leadership articles 35% Webinars 30% Blog posts 29% Direct mail 25% Research-based content 25% Videos 24% Teleprospecting calls 18% Self-promotional content 16% Infographics 8% Podcasts 6% 2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915 8
Inbound/Outbound: Difficulty vs. Effectiveness 30% Trade shows 25% CONTENT Content 20% Degree of difficulty SEO Optimization Social Mobile marketing 15% media Webinars 10% PPC Direct mail Print Email advertising 5% marketing 0% 0% 5% 10% 15% 20% 25% 30% 35% 40% Level of effectiveness 2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915 9
Marketers’ Expected Changes to Channel Budgets Increase greatly Increase slightly No change Website optimization 29% 45% 23% Social media 27% 46% 24% SEO 24% 44% 30% Content marketing 23% 39% 37% Email marketing 19% 44% 32% Marketing technology 14% 38% 46% Mobile marketing 14% 33% 52% Paid search (PPC) 13% 32% 49% Webinars 9% 29% 57% Direct mail 6% 17% 60% Tradeshows 4% 19% 59% Print advertising 3% 17% 59% 2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915 10
Marketers’ Expected Changes to Channel Budget Increase greatly Increase slightly No change Website optimization 29% 45% 23% Social media 27% 46% 24% SEO 24% 44% 30% Content marketing 23% 39% 37% Email marketing 19% 44% 32% +62% Marketing technology 14% 38% 46% Mobile marketing 14% 33% 52% Paid search (PPC) 13% 32% 49% Webinars 9% 29% 57% Direct mail 6% 17% 60% Tradeshows 4% 19% 59% Print advertising 3% 17% 59% 2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915 11
So what?
Content works.
Content works. But it’s hard.
Content works. But it’s hard. It doesn’t have to be!
Three-Factor Focus BUILD REDESIGN DRIVE a Strategy Website to Web and Around Focus on Content to Content Content Next Level 16
Build a Strategy Around Content Drive and expand reputation; Increase readership and visitors 17
Build a Strategy Around Content Drive and expand reputation; Increase readership and visitors 18
Build a Strategy Around Content Increase lead generation 19
Build a Strategy Around Content Increase lead generation 20
Build a Strategy Around Content Repackage capabilities/Extend use 21
Build a Strategy Around Content Repackage capabilities/Extend use 22
Build a Strategy Around Content Repackage capabilities/Extend use John, I believe this is an important article for you to read… 23
Build a Strategy Around Content See our presentation and learn about… Repackage capabilities/Extend use John, I believe this is an important article for you to read… 24
Build a Strategy Around Content See our presentation and learn about… Repackage capabilities/Extend use John, I believe this is an important article for you to read… Maybe you saw us on… Or Heard our podcast interview of a client 25
Redesign the Website to Focus on Content Before “About Us” • Content buried • Little promotion outside of site • 26
Redesign the Website to Focus on Content Before After “About Us” “For them” • • Content buried Up front • • Little promotion outside of site Consistent promotion • • 27
Drive Web and Content to the Next Level • A website that is more like a publication • Content is King, and everything else is extra bmdtechnowares.blogspot.com 28
The Approach: Let’s get tactical
The Approach: Let’s get tactical Requires an Improved Production Process
Before Production Redesign • We had a bench system • Writers waited for next project • Not everyone was aware of resources • Those in “the know” always got first pick • Project Tracking was not deliberate nor centralized 31
Solution: A better production process Implement project management 1 Develop project ‘form’ 2 Create project transparency 3 Align and embed writers 4 Align projects/people to specific effort 5 6 Determine internal vs. external resources Archive content and report results 7
Solution: A better production process Implement project management 1 Develop project ‘form’ 2 Create project transparency 3 Align and embed writers 4 Align projects/people to specific effort 5 6 Determine internal vs. external resources Archive content and report results 7
Project Management Workflow and Transparency Go To Market Services (GTMS) team members Project Industry/LOB brief and/or advise on strategies, and help Notification This is how marketing support requests are refine based on previous data and experience. Form submitted to GTMS. Depending on project submitted by details selected, GTMS team leaders will be Nat’l Mktg notified of the support request. Ongoing approvals from SMEs and Leaders Industry/LOB Leaders throughout process coordinated by National Marketing Leaders. Scheduled by Production Manager Project set up Multi- Work Begins: Content & Project kick- Yes and assigned aspect Graphic Design, Digital Media, off call and in Project GTMS Demand Generation, Social project brief Management project? Media, PR, Advertising, etc. completed platform No – Single area of support needed – Small project GTMS Best efforts will be made to align resources to specific LOB/ Industry, this may not always be possible unless teams are willing to adjust Tracking of project due dates. MROI analysis results – with Implementation analytics and NOTE: Project Tracker used to manage overall planning. Project Industry/LOB automation Management platform used to manage GTMS support elements. Leaders software GTMS Teams will review Project Tracker reports to plan for resources and manage workflow. 34
Solution: A better production process Implement project management 1 Develop project ‘form’ 2 Create project transparency 3 Align and embed writers 4 Align projects/people to specific effort 5 6 Determine internal vs. external resources Archive content and report results 7
Starting the Project • Forms remove poor communication • You can educate • Help requesters think ahead 36
Asking the “Right” Questions Improves Content Specific questions force them to think beyond the immediate need and think about repackaging, webpages that should be linked, other types of media 37
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