The components, roles and responsibilities of a successful content marketing discipline, and how to get there from content strategy to content operations.

1. Building A Content Marketing
Discipline
Version 2.0
Petra Neiger
@petra1400
Copyright 2015 Petra Neiger

2. Agenda
• Setting the Baseline
• Building A Discipline
• Key Takeaways
Copyright 2015 Petra Neiger

3. Content Marketing:
Feels Like We’ve Been Here Before…
Social Is Everyone’s Business…

4. Is Everyone’s Business…Content
Content Marketing:
Feels Like We’ve Been Here Before…

5. …And a Balancing Act

6. Speaking of Relevance
The attention span of a goldfish is 9 seconds

7. What Does A Goldfish Have to Do
with Content?
“Customers need exposure to your content at least 7 times before they take action”(3)
(1)Source: Statistic Brain, The Associated Press via Samuel Chan blog
(2)Source: Webinar: How to Craft a Killer Content Marketing Strategy That Drives Results, 02-13-14
(3)Source: The Baby Boomer Entrepreneur
(4)Source: Sirius Decisions
(5)Source: DemandGen Report, 03-04-15
“Human attention span went from 12 seconds in 2000 to 8 seconds in 2013”(1)
“Up to 70 percent of B2B content goes unused”(4)
“Customers need to interact with your content 3 to 5 times before they believe it”(2)
“67% of B2B buyers rely more on content during decision-making than a year ago”(5)

8. A Ton of Data Is Created and Shared
Every Minute
Sources: DOMO, Data Never Sleeps 2.0, July 2014 &
DOMO, Data Never Sleeps 3.0, Aug 2015
All competing for attention

9. Traditional Customer Journey Models
No Longer Work
ENABLEMENTAwareness
ENABLEMENTInterest
ENABLEMENTConsideration
ENABLEMENT
Evaluation &
Decision
ENABLEMENT
Bond & Repeat
Purchase
ENABLEMENT
Loyalty &
Advocacy

10. We Live In A Non-Linear World
ENABLEMENTAwareness
ENABLEMENTInterest
ENABLEMENTConsideration
ENABLEMENT
Evaluation &
Decision
ENABLEMENT
Bond & Repeat
Purchase
ENABLEMENT
Loyalty &
Advocacy

11. In Which Everyone Has Two Things
An opinion A megaphone

12. Brands Need to Think Like Publishers
Source: baikahl, freeimages.com
You’ve Heard This Before

13. And Act Like One
Copyright 2015 Petra Neiger

14. Create An Always-On Content Engine
Shared vision and goals
supported by enterprise-wide processes
with individual accountability and ownership
and cross-functional governance and operations enablement
Copyright 2015 Petra Neiger

15. …Which Covers
Copyright 2015 Petra Neiger
ENABLEMENT
MESSAGING
Editorial
OPERATIONS
Operations &
Analytics
Messaging &
Strategy
Sourcing &
Creating
Governance &
Enablement

16. Organize for Success:
The 4P’s of Content Marketing
Copyright 2015 Petra Neiger

17. People: Get Support from Management
and Key Stakeholders
• Executive champion
• Content lead
• Strategists
• Creators
• Curators, listening officers
• Writers
• Editors
• Syndicators
• Analysts, listening officers
• Operations manager
• Stakeholders
Different roles, different skills
Copyright 2015 Petra Neiger

18. Processes: Optimize Operations Based
on Insights
• Educate and enable
• Listen
• Plan with flexibility
• Engage
• Measure and analyze
• Improve
• Experiment
Copyright 2015 Petra Neiger
Designed for quality and agility

19. Practices: Make the Most of
Your Story
• Why do it
– Inform
– Educate
– Entertain
• How to get it
– Create
– Curate
– Inspire creation
– Reuse as is or update
– Repurpose
• What to do
– Original content
– Modified content
– Derivative content
– Others’ content
• When to do it
– Manage content lifecycle
Copyright 2015 Petra Neiger
Built to scale and fully engage

20. Places: Promote, Promote, Promote
• Owned channels
• Paid media
• “Rented” media
• Earned media
• Make content easy to find,
access and share
Copyright 2015 Petra Neiger
Set up to share and reshare

21. Key Takeaways
• Content is everyone’s business
• Create an always-on content engine
• Organize for success:
– People – get support and alignment from
management and key stakeholders
– Processes – optimize operations based on
insights
– Practices – make the most of the story
– Places – promote, promote, promote
Copyright 2015 Petra Neiger

22. Thank You!
Petra Neiger
@petra1400