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Improving Content Marketing Maturity: 4 Actionable Steps

Join Laura Ramos, Vice President and Principal Analyst, as she shares insights on improving content marketing maturity. Learn about the state of B2B content marketing, benchmarking content practices, and actionable steps to improve your content strategy. Don't miss this webinar on August 7, 2014, at 10:55 a.m. Eastern time.

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Improving Content Marketing Maturity: 4 Actionable Steps

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  1. WebinarFour Ways To Improve Your Content Marketing Maturity Laura Ramos, Vice President, Principal Analyst August 7, 2014. Call in at 10:55 a.m. Eastern time

  2. A tale of two “90s” 93% Marketing deliverables NOT used by salespeople

  3. Agenda • What is the state of B2B content marketing maturity today? • What are five dimensions that benchmark content practices? • What are four things to do in the next 60 days to improve content?

  4. Agenda • What is the state of B2B content marketing maturity today? • What are five dimensions that benchmark content practices? • What are four things to do in the next 60 days to improve content?

  5. B2B marketers equate content maturity with production, not engagement Source: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey; July 16, 2014, “Compare Your B2B Content Marketing Maturity” Forrester report

  6. Outbound campaigning dominates content marketing activity today Source: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey; July 23, 2014, “Content Matters Across The Entire Life Cycle” Forrester report

  7. With a narrow focus on buyer acquisition B2B’scontent marketing opportunity Source: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey

  8. Most say marketing content doesn’t deliver business value Source: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey; July 16, 2014, “Compare Your B2B Content Marketing Maturity” Forrester report

  9. Assess content marketing maturity against a four-point maturity scale Source: June 4, 2014, “Evaluate Your Approach To Successful Content Marketing” Forrester report 27 critical content marketing practices Shift from promotion to customer value

  10. Most B2B marketers are aspiring editors Source: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey; July 16, 2014, “Compare Your B2B Content Marketing Maturity” Forrester report

  11. Agenda • What is the state of B2B content marketing maturity today? • What are five dimensions that benchmark content practices? • What are four things to do in the next 60 days to improve content?

  12. Five dimensions to building effective content marketing 2.25 2.56 2.19 2.40 2.11 Source: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey; June 4, 2014, “Evaluate Your Approach To Successful Content Marketing” Forrester report

  13. Create content buyers want, but get their feedback about it 2.11 Ground contentin insight/research. Adjust strategy/editorial calendarbased on feedback. 2.10 Create contentcustomers value. 2.97 Regularly solicit feedback about value. 1.93 Source: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey

  14. Kapost taps LinkedIn groups to fuel its academy content agenda

  15. Intel uses a peer community to engage customers and boost their success

  16. Tie thought leadership to key themes customers care about the most Source: April 4, 2013, “Nurture Thought Leadership To Nurture Your Brand” Forrester report

  17. Keep content brand consistent by documenting themes and guidelines Tie content to acquisition, retention, andgrowth goals. 2.31 Themes build brand credibilityand trust. Marketers must understand and follow guidelines. 2.16 2.88 Source: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey

  18. CSC’s editorial board helps distributed teams use content themes productively

  19. Use “IDEA” framework to set — and execute — content strategy I Identify your target audience, their issues, and the sources of information they trust. D Develop your thought leadership platform: the ideas and content that express the company’s positions. E Engage your audience through a considered mix of digital, social, and traditional channels. A Assess the impact on your business and revise or reinvest. Source: April 4, 2013, “Nurture Thought Leadership To Nurture Your Brand” Forrester report

  20. Editorial oversight guides consistent content development companywide Other departmentsfollow contentguidelines. 1.88 Organize editorialthemes aroundsignificantcustomer concerns. Cross-functional representation oneditorial boards 1.66 2.44 Source: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey

  21. Capgemini runs rigorous content production around annual research

  22. Select passionate subject matter experts to share insights and develop dialogue Source: April 4, 2013, “Nurture Thought Leadership To Nurture Your Brand” Forrester report

  23. Develop processes to help local teams meet brand and demand gen needs Invest in technologyto aid multichanneldistribution. 2.02 Content easilyrepurposed for distribution across many channels Regional teams repurpose content using tech/process to manage it. 1.96 2.81 Source: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey

  24. Combine service providers and software to meet development/distribution needs Source: April 28, 2014, “Choose The Right Vendor Tools To Help With Content Marketing Development And Distribution” Forrester report

  25. Measure how content drives ROI, sales process, and business goals Measure KPIs usingaction-based metrics. 2.04 Capture data onuse and share byaudience. Can measure ROIand determine content impact 1.95 2.35 Source: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey

  26. Use analytics and next-generation dashboards to track content impact Source: May 13, 2014, “Next-Generation Dashboards Put Data To Work To Drive B2B Marketing Decisions” Forrester report

  27. Agenda • What is the state of B2B content marketing maturity today? • What are five dimensions that benchmark content practices? • What are four things to do in the next 60 days to improve content?

  28. No. 1: Assess your content maturity You are here. Source: June 4, 2014, “Evaluate Your Approach To Successful Content Marketing” Forrester report

  29. No. 2: Perform a content audit Customer wants, business needs, and what already exists “Engagement” characteristics Usage metrics that match your goals By purchase phase Source and where used

  30. No. 3: Gather feedback to set stage for improving feedback and analytics Survey your customers. Talk to sales. Dig into your analytics. Engage your agency. Sample channel partners.

  31. No. 4: Skill/competency assessment Deep customer understanding Editorial point of view Journalistic storytelling Internal versus external Training plan Close key gaps. Sourced from 90-day versus ongoing

  32. To mature your content marketing Assess your practices across five key dimensions and score your maturity level. Content executors: Take stock of current practices — what’s working? Aspiring editors: Eliminate inconsistencies and ad hoc activity. Proactive publishers: Hone metrics to focus on business outcomes. Content masters: Continue to optimize around meeting customer needs.

  33. Questions?

  34. Laura Ramos +1 650.581.3812 lramos@forrester.com Twitter: @lauraramos http://blogs.forrester.com/laura_ramos

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