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Content Development Content Creation No Matter the Resources Eric - - PowerPoint PPT Presentation

Aug 15, 2022 191 likes •872 views

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

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Content Creation No Matter the Resources

Content Development

Eric Webb Pamela Markey Senior Director of Communications & Brand Director of Marketing & Brand Strategy McGladrey MECLABS

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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 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.

Session Speakers

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@cirewebb

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Session Speakers

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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. 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.

@pamelamarkey

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Increasing Quality Content Was Foundational

McGladrey is the 5th largest assurance, tax and consulting firm in the world, with 7,000 employees, but was inconsistent in developing thought leadership

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Focus Effort

Measurement

20%

Golf Platform

7%

Transactions

5%

Government Relations

6%

60%

Brand Launch

2%

Thought Leadership Expertise Advocacy Employer of Choice

Content Dependent Activities

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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

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What does the research say?

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SLIDE 8 2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915

Most effective for nurturing

6% 8% 16% 18% 24% 25% 25% 29% 30% 35% 35% 41% 57% Podcasts Infographics Self-promotional content Teleprospecting calls Videos Research-based content Direct mail Blog posts Webinars Thought leadership articles Whitepapers Sales calls Email newsletters

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SLIDE 9 Print advertising Social media Mobile marketing Direct mail Content Email marketing Webinars Optimization Trade shows PPC SEO 0% 5% 10% 15% 20% 25% 30% 0% 5% 10% 15% 20% 25% 30% 35% 40%

Degree of difficulty Level of effectiveness CONTENT

2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915

Inbound/Outbound: Difficulty vs. Effectiveness

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SLIDE 10 2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915

Marketers’ Expected Changes to Channel Budgets

3% 4% 6% 9% 13% 14% 14% 19% 23% 24% 27% 29% 17% 19% 17% 29% 32% 33% 38% 44% 39% 44% 46% 45% 59% 59% 60% 57% 49% 52% 46% 32% 37% 30% 24% 23%

Print advertising Tradeshows Direct mail Webinars Paid search (PPC) Mobile marketing Marketing technology Email marketing Content marketing SEO Social media Website optimization Increase greatly Increase slightly No change

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SLIDE 11 2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915

Marketers’ Expected Changes to Channel Budget

3% 4% 6% 9% 13% 14% 14% 19% 23% 24% 27% 29% 17% 19% 17% 29% 32% 33% 38% 44% 39% 44% 46% 45% 59% 59% 60% 57% 49% 52% 46% 32% 37% 30% 24% 23%

Print advertising Tradeshows Direct mail Webinars Paid search (PPC) Mobile marketing Marketing technology Email marketing Content marketing SEO Social media Website optimization Increase greatly Increase slightly No change

+62%

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So what?

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Content works.

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But it’s hard. Content works.

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But it’s hard. Content works.

It doesn’t have to be!

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DRIVE Web and Content to Next Level REDESIGN Website to Focus on Content BUILD a Strategy Around Content Three-Factor Focus

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Build a Strategy Around Content

Drive and expand reputation; Increase readership and visitors

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Build a Strategy Around Content

Drive and expand reputation; Increase readership and visitors

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Build a Strategy Around Content

Increase lead generation

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Build a Strategy Around Content

Increase lead generation

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Build a Strategy Around Content

Repackage capabilities/Extend use

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Build a Strategy Around Content

Repackage capabilities/Extend use

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Build a Strategy Around Content

Repackage capabilities/Extend use

John, I believe this is an important article for you to read…

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Build a Strategy Around Content

Repackage capabilities/Extend use

John, I believe this is an important article for you to read… See our presentation and learn about…

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Build a Strategy Around Content

Repackage capabilities/Extend use

John, I believe this is an important article for you to read… See our presentation and learn about… Maybe you saw us on… Or Heard our podcast interview of a client

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Redesign the Website to Focus on Content

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Before

  • “About Us”
  • Content buried
  • Little promotion outside of site
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Redesign the Website to Focus on Content

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  • “About Us”
  • Content buried
  • Little promotion outside of site
  • “For them”
  • Up front
  • Consistent promotion

Before After

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Drive Web and Content to the Next Level

bmdtechnowares.blogspot.com
  • A website that is

more like a publication

  • Content is King,

and everything else is extra

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The Approach: Let’s get tactical

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The Approach: Let’s get tactical

Requires an Improved Production Process

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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

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Solution: A better production process

Implement project management Develop project ‘form’ Create project transparency Align and embed writers Align projects/people to specific effort Determine internal vs. external resources Archive content and report results

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Solution: A better production process

Implement project management Develop project ‘form’ Create project transparency Align and embed writers Align projects/people to specific effort Determine internal vs. external resources Archive content and report results

1 2 3 4 5 6 7

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Project Management Workflow and Transparency

Project Notification Form submitted by Nat’l Mktg Leaders Project kick-
  • ff call and
project brief completed Project set up and assigned in Project Management platform Work Begins: Content & Graphic Design, Digital Media, Demand Generation, Social Media, PR, Advertising, etc. Implementation Tracking of results – analytics and automation software

Industry/LOB GTMS

This is how marketing support requests are submitted to GTMS. Depending on project details selected, GTMS team leaders will be notified of the support request. MROI analysis with Industry/LOB Leaders Best efforts will be made to align resources to specific LOB/ Industry, this may not always be possible unless teams are willing to adjust project due dates. NOTE: Project Tracker used to manage overall planning. Project Management platform used to manage GTMS support elements. GTMS Teams will review Project Tracker reports to plan for resources and manage workflow. Go To Market Services (GTMS) team members brief and/or advise on strategies, and help refine based on previous data and experience. Ongoing approvals from SMEs and Industry/LOB Leaders throughout process coordinated by National Marketing Leaders.

Yes No – Single area of support needed – Small project

Scheduled by Production Manager Multi- aspect GTMS project? 34
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Solution: A better production process

Implement project management Develop project ‘form’ Create project transparency Align and embed writers Align projects/people to specific effort Determine internal vs. external resources Archive content and report results

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Starting the Project

  • Forms remove poor

communication

  • You can educate
  • Help requesters think

ahead

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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,

  • ther types of

media

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Forms Help Educate Process, Timing and Expectations

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Forms Help Educate Process, Timing and Expectations

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Solution: A better production process

Implement project management Develop project ‘form’ Create project transparency Align and embed writers Align projects/people to specific effort Determine internal vs. external resources Archive content and report results

1 2 3 4 5 6 7

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Create Project Transparency

1. Common project tracking system

  • Project management software/

platforms, spreadsheets, etc.

2. Keep it simple

  • Broad milestones, not every task

detail

  • Calendar
  • Alerts when due dates approach
  • Notes-capable
  • Storage for files
  • Access to contractors

3. System should help “push” people 4. Monitor and report out

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Solution: A better production process

Implement project management Develop project ‘form’ Create project transparency Align and embed writers Align projects/people to specific effort Determine internal vs. external resources Archive content and report results

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Allow Content Creator to “Embed”

  • Align writers and other staff

to specific practice or industry groups

  • Allows for better ideas and

strategy

  • Creator can provide insights,

timetables up-front

  • Empowers knowledge about

space

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Solution: A better production process

Implement project management Develop project ‘form’ Create project transparency Align and embed writers Align projects/people to specific effort Determine internal vs. external resources Archive content and report results

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Align Project to Specific Level of Effort

  • Not all assignments

are created equal

  • Different types of media

require different levels

  • f effort
  • We prioritize effort and

align media to be used

Video • Webinar Traditional Event

Whitepaper Newsletter Case Study

Audio Podcast Blog Post Article

HARD EASY

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Solution: A better production process

Implement project management Develop project ‘form’ Create project transparency Align and embed writers Align projects/people to specific effort Determine internal vs. external resources Archive content and report results

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“N” = To use External or Internal Resource

  • Don’t create a Cadillac when

what you need is a Chevy

  • More good content will
  • utperform “beauty” content
  • Think about the buying cycle and

what content aligns to what stage

  • Simple, direct efforts like editing,

articles and whitepapers make the most sense

  • Audio podcasts, case studies and

blog posts are best internally

N

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“N” = To use External or Internal Resource

  • Don’t create a Cadillac when

what you need is a Chevy

  • More, good content will
  • utperform “beauty” content
  • Think about the “buy-cycle” and

what content aligns to what stage

  • Simple, direct efforts like editing,

white papers, articles and white papers make the most sense

  • Audio podcasts, case studies and

blog posts are best internally

N

COST-SAVING TIPS

When looking for freelance writers, don’t only look at “market segment” experienced writers. Seek out strong journalists — those good at interviewing and creating a story. Journalists are trained to learn a space and are great “ghost” writers. Leverage Craigslist to look for contractors, and state an hourly rate and total project cost by type of media (e.g., $300 for whitepaper). Dictate what you will pay for talent.

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Solution: A better production process

Implement project management Develop project ‘form’ Create project transparency Align and embed writers Align projects/people to specific effort Determine internal vs. external resources Archive content and report results

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Archive your Content

Archiving content helps repackaging efforts and organizes content: Search by topic, author, industry, service line, keywords, buy-cycle alignment.

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Report Results

  • Keeps “creators” and subject matter experts (SME) engaged
  • Correlates Web visits to specific content to pick up trends
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Report Results

Sample Webcast Campaign

Page Live

  • n Website

Muse Newsletter Blog Post Blog Post

METRICS June July August September Total site visits 728 836 994 Average visits/day 24 27 32

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Report Results

Sample Webcast Campaign

Page Live

  • n Website

Muse Newsletter Blog Post Blog Post

METRICS June July August September Total site visits 728 836 994 Average visits/day 24 27 32

Campaign Stats

Page Published: June 22 Visits: 81
  • Avg. Time on Page:
5:42 minutes 53
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Reporting Also Creates Competition

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Reporting Also Creates Competition

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Solution: A better production process

Implement project management Develop project ‘form’ Create project transparency Align and embed writers Align projects/people to specific effort Determine internal vs. external resources Archive content and report results

1 2 3 4 5 6 7

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Results

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Results

Monthly Visits

Web Visits Beginning of Year One

50,000

Web Visits End of Year One

100,000

Relative Difference

100.0%

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Results

Monthly Visits

Web Visits Beginning of Year One

50,000

Web Visits End of Year One

100,000

Relative Difference

100%

Maintained consistent traffic flow between 80,000-100,000 Added four newsletters, regular ‘Alerts’ by industry/service line Maintained 5% email CTR and 19% social content CTR

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Results since 2009

+ 100% Increase in Web visits per month + 300% Increase in content production + 60% Increase in content promotion

More value than you can measure: Created energy for SMEs to WANT to produce more content Increased productivity of writers by three times

*

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Solution: A better production process

Implement project management Develop project ‘form’ Create project transparency Align and embed writers Align projects/people to specific effort Determine internal vs. external resources Archive content and report results

1 2 3 4 5 6 7

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Tools and Resources

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Tools and Resources

  • Forms – Formalizes request, educates
  • Project Tracker/management – Helps keep productivity moving

and allows for manager to have transparent view of projects being held up (MS Project, Basecamp, Access, Excel)

  • Content Directory – Excel, Access or formal CMS
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Tools and Resources

  • Google Alerts and Yahoo Alerts
  • Google Trends: Search trends, see search volume by country and region.
  • Google Insights: Compare search volume patterns across specific regions,

categories and time frames

  • Wordtracker Keywords: Displays average daily search volume of keyword
  • r phrase.
  • Yahoo! Keyword Tool: Displays search volumes for specific keywords and

phrases for previous month’s search data.

  • FACEBOOK LEXICON: Displays volume of wall postings for specific term(s).

Similar to Google Trends. Not great with obscure terms.

  • Google Keyword Tool: Generate keyword ideas for related keywords and

search volumes.

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Questions?

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Content Creation No Matter the Resources

Content Development

Eric Webb Pamela Markey Senior Director of Communications & Brand Director of Marketing & Brand Strategy McGladrey MECLABS