Content Marketing How a 60-year-old media company is pioneering the - - PowerPoint PPT Presentation
Content Marketing How a 60-year-old media company is pioneering the future of advertising Ninan Chacko CEO, PR Newswire Session Speaker Ninan Chacko CEO, PR Newswire Ninan Chacko, CEO @PRNewswire, global PR & MarCom leader, helping
How a 60-year-old media company is pioneering the future of advertising
Content Marketing
Ninan Chacko CEO, PR Newswire
Session Speaker
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Ninan Chacko
CEO, PR Newswire
Ninan Chacko, CEO @PRNewswire, global PR & MarCom leader, helping brand messages be discovered and earn targeted attention
@nchacko
(over 9,000 websites).
each day
33,000 worldwide) that generate an average between 1.2 - 1.5 MILLION reads per month
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Who is PR Newswire?
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Case Study: Background
Background: Sermo is the largest physicians-only social network that allows pharmaceutical companies to conduct survey research and promote products to their audience. Goal: To reduce cost-per-lead Approach: To leverage the power of Sermo’s social network and create a content marketing campaign to add to the company’s current direct-response campaigns.
Case Study ID: CS1067 Record Location: MarketingSherpa Research Library Research Partner: Sermo, Inc.
Research Notes:
Case Study: Background
exclusive to physicians.
Sermo can allow companies in the pharmaceutical industry to conduct cost-effective market research for their products.
people to their website Homepage
Case Study: Current Situation
Could content marketing generate more qualified leads?
Yellow Pages Ads Direct Mail Rented Email Lists Lead Campaign
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Case Study: Content Marketing Strategy
network of over 125,000+ physicians in 68 specialties, Sermo was able to create custom content to be syndicated across multiple external channels
Sermo Content Sample
Case Study: Content Marketing Strategy
industry publications like this FiercePharma Newsletter.
Industry Newsletter
Case Study: Content Marketing Strategy
Landing Page
the content clicked through and were given the opportunity to download the full report of a specific study.
to provide their name and email in order to see the report.
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Case Study: Before and After
After: Content Marketing Before: Direct Response Before: Basic Lead Form After: Content Focused Lead Form
Case Study: Results
What you need to understand: By moving from mainly direct response campaigns to a
content marketing strategy, Sermo was able to reduce cost-per-lead by 90% and build a content asset for the company.
*Lead cost numbers have been anonymized.
90% Decrease in Cost-Per-Lead
The new content marketing campaign reduced cost-per-lead by 90%
Campaign Type Lead Cost Relative Difference
Direct Response
$155*
$81* 90%
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How can we leverage content to increase the effectiveness of our lead generation efforts?
Question
POINT 1
We need to understand that content has and will always impact media
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Traditional methods worked independently to inform consumers through EARNED and PAID media.
Public Relations Silo Marketing Silo
Earned Media vs. Paid Media
Image source: http://www.threewingsmedia.com/2011_02_01_archive.html
ADVERTISER
information
transactions
CONSUMER
response to questions
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Push Tactics vs. Pull Tactics
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EARNED MEDIA PAID MEDIA A brand pays to place ad or content in a channel to drive conversation forward. Publicity gained through influencer promotion, including shares, likes & tweets.
The Future is Now…
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OWNED MEDIA Brand published content to drive earned media and sustain buzz around brand.
accounts
EARNED MEDIA PAID MEDIA A brand pays to place ad or content in a channel to drive conversation forward. Publicity gained through influencer promotion, including shares, likes & tweets.
The Future is Now…
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OWNED MEDIA Brand published content to drive earned media and sustain buzz around brand.
accounts
EARNED MEDIA PAID MEDIA A brand pays to place ad or content in a channel to drive conversation forward. Publicity gained through influencer promotion, including shares, likes & tweets.
The Future is Now…
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POINT 2
We need to understand the role content has in influencing decisions
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Question
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Relationships are Progressive
relationships typically move through a series of transitional commitments.
Initial Conversation Exchange numbers First date Spending Time Engagement Marriage
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The Role of Content Marketing
generally three key levels of customer relationship/commitment: 1. Relational 2. Transactional 3. Contractual
Relational Transactional Contractual Webinars/Events Newsletters/Emails/Publications Website/Blog/Social Product - Tier #1 Product - Tier #2 Product - Tier #3 Ongoing Contractual Relationship
particularly impactful for developing relationships and moving people up the funnel.
* Inverted Funnel & RTC Model used by permission from MarketingExperiments.com
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The Role of Content Marketing
experience Horizontal-Diffusion in their content marketing because they spend more time attempting to move their customers horizontally rather than vertically.
move people up the funnel being wasted.
Relational Transactional Contractual Product - Tier #1 Product - Tier #2 Product - Tier #3 Ongoing Contractual Relationship Webinars/Events Newsletters/Emails/Publications Website/Blog/Social
* Inverted Funnel & RTC Model used by permission from MarketingExperiments.com
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POINT 3
We need to understand how to discipline our content marketing to influence decisions
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Meta-Analysis of Research
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Meta-Analysis of Research
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Let’s walk through 5 essential steps for disciplining your content to influence decision and move prospects up the funnel.
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Step 1: Listen
First, one must seek understand the customer by listening to them (directly or indirectly)
5 Steps to Effective Content Marketing
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Social Media Channels
is talking
Customer FAQs
What questions do your customer service people hear most often?
Incoming Search Terms
What are the most popular keywords & phrases bringing searchers to your site?
Step 1: Listen
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Step 1: Listen
identify knowledge gaps among your consumer audience.
to both customers and potential customers by providing answers to these questions.
“How do I reach a specific industry?” “How do I get my story in the Information Week?” “How do I measure my results?”
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Step 1: Listen
Listening to social media can help you create relevant content and identify key influencers.
topic trends?
relevant to your brand that you can publish content around?
your audience?
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Step 1: Listen
terms to understand your audience voice. Optimize your content by matching your keywords to theirs.
keyword usage such as “mobile devices” to these more specific brand references.
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Step 1: Listen
First, one must seek understand the customer by listening to them (directly or indirectly)
Step 2: Define
Second, one must seek to identify the personas of the intended audience of the content.
5 Steps to Effective Content Marketing
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?
???
Tailor your content to each at every buying stage
Step 2: Define
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Step 2: Define
effectiveness
my business’s technology platforms & programs
requirements
discount options
Business Description: A B2B supplier of IT support services to midsize corporations
Chief Financial Officer CEO Chief Technology Officer
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Step 2: Define
personal service
guidance on the best coverage fit
and coverage guidance
mobile app
price
available
minimal coverage plans
Business Description: A national property insurer, distributes its personal products through independent agents
Budget Conscious Online Buyer Hassle Free
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Step 1: Listen
First, one must seek understand the customer by listening to them (directly or indirectly).
Step 2: Define
Second, one must seek to identify the personas of the intended audience of the content.
Step 3: Map
Third, the marketer must then map the content to the cognitive process of each persona.
5 Steps to Effective Content Marketing
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Step 3: Map
different industries will have different cognitive paths.
indicates 4 key milestones that are common in most lead nurturing processes.
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Four common stages of the buying process:
Step 3: Map
STAGE 1
Awareness
STAGE 2
Consideration
STAGE 3
Intent
STAGE 4
Purchase
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Step 3: Map
STAGE 1
Awareness
STAGE 2
Consideration
STAGE 3
Intent
STAGE 4
Purchase
Objectives:
Types:
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Step 3: Map
STAGE 1
Awareness
STAGE 2
Consideration
STAGE 3
Intent
STAGE 4
Purchase
Objectives:
Types:
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Step 3: Map
STAGE 1
Awareness
STAGE 2
Consideration
STAGE 3
Intent
STAGE 4
Purchase
Objectives:
Types:
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Step 3: Map
STAGE 1
Awareness
STAGE 2
Consideration
STAGE 3
Intent
STAGE 4
Purchase
Objectives:
Types:
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Step 3: Map
Background: TAB helps organizations store and manage print and digital documents. Goal: To increase the overall response to email lead nurturing efforts Research Question: Which lead nurturing program will generate the greatest number of email responses? Test Design: Sequential test of lead nurturing program Experiment ID: CS32127 Record Location: MECLABS Research Library Research Partner: TAB Research Notes:
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Step 3: Map
downloaded a whitepaper, attended a webinar, or completed one of a range of other actions.
salesperson did not have enough time to call or email all the leads they received. Many leads were getting wasted.
newsletter.
would help to qualify and nurture leads before sending them to Sales. The Challenge:
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Step 3: Map
AWARENESS CONSIDERATION INTENT PURCHASE
decision sequence that the average prospect experienced during the purchase/nurturing cycle.
key steps in the psychological sequence and then began to map its messaging to this sequence using lead scoring trigged emails.
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Step 3: Map
Email 1
Awareness Consideration Intent Purchase
Email 2 Email 3 Email 4 Article 1 Article 2 Article 3 Article 4
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Step 3: Map
Leading to an overall increase in lead conversion rate of 32.6%.
“Going forward, we are expanding the number of campaigns to reach other topics and we are going to use more complex decision- tree logic to dictate the next message in the cycle.”
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Step 1: Listen
First, one must seek understand the customer by listening to them (directly or indirectly).
Step 2: Define
Second, one must seek to identify the personas of the intended audience of the content.
Step 3: Map
Third, one must then map the content to the cognitive process of each persona.
Step 4: Distribute
Fourth, one must distribute the content through the channels that have the greatest influence.
5 Steps to Effective Content Marketing
WHERE DOES YOUR CONTENT GO WHEN YOU HIT
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Step 4: Distribute
USEFUL PIECE OF CONTENT FROM YOUR BRAND
Audience searches for information
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Finds a piece of your content helpful but still have questions
Step 4: Distribute
USEFUL PIECE OF CONTENT FROM YOUR BRAND
Audience searches for information Finds a piece of your content helpful but still have questions
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With No Distribution Strategy Perhaps they will contact your brand, but doubtful because trust has not been established. More likely they will continue search for additional content that answers their remaining questions. Probably from your competition.
Step 4: Distribute
USEFUL PIECE OF CONTENT FROM YOUR BRAND
Audience searches for information Finds a piece of your content helpful but still have questions
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With a Distribution Strategy They can find your additional relevant content through links from within the found piece. If the content is found on your website/blog, they can search there… and know there is a place to find useful content in your industry next time. Or, if they continue to use search to find additional content, you will have pieces for them to find.
Step 4: Distribute
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The goal of distribution is influence. Not all channels are the equal. The marketer must identify the channels that will generate the greatest influence.
Step 4: Distribute
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AMPLIFCATION
How many people can we reach?
TARGETING
How relevant is our solution to those we can reach?
Step 4: Distribute
Primary Factors of Influence:
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Step 4: Distribute
Targeting Channels
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Step 4: Distribute
Targeting Channels
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Step 4: Distribute
Targeting Channels
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Step 1: Listen
First, one must seek understand the customer by listening to them (directly or indirectly).
Step 2: Define
Second, one must seek to identify the personas of the intended audience of the content.
Step 3: Map
Third, one must then map the content to the cognitive process of each persona.
Step 4: Distribute
Fourth, one must distribute the content through the channels that have the greatest influence.
Step 5: Test
Finally, one must test the true effectiveness of each content.
5 Steps to Effective Content Marketing
Background: After the success of the content marketing campaign, Sermo wanted to test on the landing page to extract more leads from the Fierce Pharma traffic. Goal: To increase lead rate on the content marketing landing page Primary Research Question: Are users more likely to convert with only one article featured or multiple articles? Approach: A/B multifactor split test Experiment ID: TP1483 – SMO Barrier Page Test Record Location: MarketingExperiments Research Library Research Partner: Sermo, Inc. Research Notes:
Step 5: Test
called “best practices” of landing page optimization.
will adding more content to this page impact the overall lead generation efforts.
that integrated more content.
Control
Step 5: Test
Treatment
(content) provided in attempt to broaden the potential appeal of the
through specific topics.
gave visitors the option to learn about the main offer directly.
Step 5: Test
Control Treatment
Step 5: Test
First Visit Repeat Visits Design Lead Rate
Lead Rate
Control
33.3%
27.2%
54.1% 197%
Statistical Confidence Not Confident
99% Confidence
197% Increase in lead rate for returning visitors
The landing page’s lead rate increased by 197% for returning visitors
What you need to understand: By increasing the number of available
reports, the perceived value of the individual reports may have increased which offset the increase in friction on the page for returning visitors.
Step 5: Test
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Listen Define Create Distribute Test
Step 5: Test
marketer to listen again and initiates the ability for the marketer to refine and
testing and optimizing
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Step 1: Listen
First, one must seek understand the customer by listening to them (directly or indirectly).
Step 2: Define
Second, one must seek to identify the personas of the intended audience of the content.
Step 3: Map
Third, one must then map the content to the cognitive process of each persona.
Step 4: Distribute
Fourth, one must distribute the content through the channels that have the greatest influence.
Step 5: Test
Finally, one must test the true effectiveness of each content.
5 Steps to Effective Content Marketing
How a 60-year-old media company is pioneering the future of advertising
Content Marketing
Ninan Chacko CEO, PR Newswire