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 brand messages be discovered and earn targeted attention @nchacko 2
Who is PR Newswire? • We have developed the largest content syndication network in our industry (over 9,000 websites). • We manage the visibility of hundreds of thousands of pieces of content . • We oversee and study the distribution of hundreds of pieces of content each day • We work with an active community of journalists and bloggers (more than 33,000 worldwide) that generate an average between 1.2 - 1.5 MILLION reads per month 3
Case Study: Background Case Study ID: CS1067 Record Location: MarketingSherpa Research Library Research Partner: Sermo, Inc. Research Notes: 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. 4
Case Study: Background Homepage • Sermo is the largest online community, exclusive to physicians. • By leveraging its network of physicians, Sermo can allow companies in the pharmaceutical industry to conduct cost-effective market research for their products. • They utilize multiple ways to drive people to their website
Case Study: Current Situation Lead Campaign Direct Mail Yellow Pages Ads Rented Email Lists Could content marketing generate more qualified leads?
Case Study: Content Marketing Strategy Sermo Content Sample • With the survey data from their network of over 125,000+ physicians in 68 specialties, Sermo was able to create custom content to be syndicated across multiple external channels 7
Case Study: Content Marketing Strategy Industry Newsletter • Sermo began to syndicate its content through different industry publications like this FiercePharma Newsletter .
Case Study: Content Marketing Strategy Landing Page • People interested in the content clicked through and were given the opportunity to download the full report of a specific study. • Visitors were required to provide their name and email in order to see the report.
Case Study: Before and After Before : Direct Response Before : Basic Lead Form After : Content Focused Lead Form After : Content Marketing 10
Case Study: Results 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* - Content Marketing $81* 90% *Lead cost numbers have been anonymized. 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.
Question How can we leverage content to increase the effectiveness of our lead generation efforts? 12
POINT 1 We need to understand that content has and will always impact media 13
Earned Media vs. Paid Media Public Marketing Relations Silo Silo Traditional methods worked independently to inform consumers through EARNED and PAID media. 14
Push Tactics vs. Pull Tactics ADVERTISER CONSUMER • Pushes • Values authenticity information • Wants to be heard • Focuses on • Expects an immediate transactions response to questions • Needs to listen Image source: http://www.threewingsmedia.com/2011_02_01_archive.html 15
The Future is Now… PAID EARNED MEDIA MEDIA A brand pays to place Publicity gained through ad or content in a influencer promotion, channel to drive including shares, likes & conversation forward. tweets. • Press pickup • Advertising • Blog mention • Events • Social sharing • Direct Marketing • Word of mouth 16
The Future is Now… PAID EARNED OWNED MEDIA MEDIA MEDIA A brand pays to place Brand published content Publicity gained through ad or content in a to drive earned media influencer promotion, channel to drive and sustain buzz around including shares, likes & conversation forward. brand. tweets. • Press pickup • Company blogs • Advertising • Blog mention • Company website • Events • Social sharing • Company social • Direct Marketing • Word of mouth accounts 17
The Future is Now… PAID EARNED OWNED MEDIA MEDIA MEDIA A brand pays to place Brand published content Publicity gained through ad or content in a to drive earned media influencer promotion, Content Drives Them All channel to drive and sustain buzz around including shares, likes & conversation forward. brand. tweets. • Press pickup • Company blogs • Advertising • Blog mention • Company website • Events • Social sharing • Company social • Direct Marketing • Word of mouth accounts 18
POINT 2 We need to understand the role content has in influencing decisions 19
Question Why is content marketing so effective? 20
Relationships are Progressive • There is a natural progression in the development of any relationship. Healthy relationships typically move through a series of transitional commitments. Initial Exchange Spending First date Engagement Marriage Conversation numbers Time 21
The Role of Content Marketing • In a business context, there are generally three key levels of customer Ongoing Contractual relationship/commitment: Contractual Relationship 1. Relational 2. Transactional Product - Tier #3 Transactional 3. Contractual Product - Tier #2 Product - Tier #1 • Content Marketing is particularly impactful for Webinars/Events developing relationships Relational Newsletters/Emails/Publications and moving people up the funnel. Website/Blog/Social * Inverted Funnel & RTC Model used by permission from MarketingExperiments.com 22
The Role of Content Marketing • However, some companies experience Horizontal-Diffusion Ongoing Contractual in their content marketing Contractual Relationship because they spend more time attempting to move their customers horizontally rather Product - Tier #3 than vertically . Transactional Product - Tier #2 • Content marketing that does not Product - Tier #1 move people up the funnel being wasted. Webinars/Events Relational Newsletters/Emails/Publications Website/Blog/Social * Inverted Funnel & RTC Model used by permission from MarketingExperiments.com 23
POINT 3 We need to understand how to discipline our content marketing to influence decisions 24
Meta-Analysis of Research 25
Meta-Analysis of Research We have distributed content since 1954. Currently, we distribute over 400,000 unique pieces of content each year 26
Let’s walk through 5 essential steps for disciplining your content to influence decision and move prospects up the funnel. 27
5 Steps to Effective Content Marketing Step 1: Listen First, one must seek understand the customer by listening to them (directly or indirectly) 28
Step 1: Listen Customer Social Media Incoming FAQs Channels Search Terms What questions do your • Twitter hashtags # What are the most customer service people • LinkedIn groups popular keywords & hear most often? • Relevant blogs phrases bringing • Anywhere your audience searchers to your site? is talking 29
Step 1: Listen “ How do I reach a • Customer FAQs can help you specific industry?” identify knowledge gaps among your consumer audience. “ How do I get my story in the Information • You can create useful content Week?” to both customers and potential customers by providing answers to these “ How do I measure questions. my results?” 30
Step 1: Listen Listening to social media can help you create relevant content and identify key influencers. • What are the current industry topic trends ? • Are there knowledge gaps relevant to your brand that you can publish content around? • Who is attracting the attention of your audience? 31
Step 1: Listen • Review referral search “iPhone app” terms to understand your audience voice. Optimize your content by matching your keywords to theirs. “Droid app” • Example: Change generic keyword usage such as “mobile devices” to these “ iPad app” more specific brand references. 32
5 Steps to Effective Content Marketing 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. 33
Step 2: Define ??? ? ? Tailor your content to each at every buying stage 1. Match their needs (what are they asking) 2. Match their voice (what words are they using to search for answers) 34
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