Driving Value from marketing content | Redcast EP15 part:1 of 3

Driving Value from marketing content | Redcast EP15 part:1 of 3


– Hi everyone, welcome to
episode 15 of the Redcast. My name is Eric Lehnen,
host of the Redcast. Today we’re gonna be talking
about marketing content, and specifically inbound
marketing, outbound marketing, and how do we truly drive value from it? (upbeat music) Hi everyone, I’m Eric Lehnen
here with the Redcast. Today we’re talking
about marketing content. I have Amanda and Karie with us today. Amanda would you like to start us off? – Great, thanks Eric. My name is Amanda Isaacson, I’m senior marketing
automation consultant. I’ve been helping organizations
for the last 10 to 15 years, helping them implement
marketing automation strategies that drive business growth. Really focusing on customers
that are looking to innovate and help drive the pipeline with content and marketing solutions. – Great, I’m Karie Daudt. I am the vice president of
marketing at Insite Software. We are a B2B e-commerce company generating and creating tools to help manufacturers and distributors become digital in today’s space. – Cool, so the first
topic I want to jump into is inbound marketing, and I think there’s some
conversation of content marketing as a whole, but I think the
way that we think about it is the frame of reference
of how we use it. So I first want to talk
about inbound marketing, it’s importance and really break down what is content marketing as it relates to inbound marketing. – Great. We really think of inbound as
a lot of different channels, so I think of inbound as anything where we’re not actually
physically reaching out to the customer or to a prospect. So we use blog posts as
inbound, social webinars, all of those different pieces fit into our inbound content strategy. As well as advertisements, and other types of things that we do. So our strategy around
inbound and content is that. We pretty much have a content
strategy that includes, what I like to call, cornerstone pieces. And we have eight of those a
year which is pretty aggressive for a company our size, to really say, we’re gonna create
eight high-value e-books or white papers in a year. – Oh wow.
– Right. But that’s our content strategy. And then around those pieces is how many times can I use them? I have a really small
scrappy marketing department and so how do I punch above my weight? So what we really look at is being able to repurpose
those high-value content pieces into advertisements, into
blog posts, into webinars, into all kinds of different
social media posts. Because that really allows
me to have a lot of content without creating this
massive amount of content. – Trying to repurpose it, not necessarily recycle and regurgitate, it’s replacing it.
– Correct. And using different parts of
it in different places, right? – Yeah, no I think that’s important because I think today’s content marketers are really faced with the challenges: how do I scale and grow
my marketing strategy with all the resources? Do I need a copywriter? Do I need someone that’s
also a digital marketer that can post all this stuff
and how do I break it down? I think, I just read a
stat that 80% of marketers want to be doing content marketing, but 30% of them just don’t have
the bandwidth to support it. So I love the fact that Karie and her team is really thinking about these
high-value content pieces and thinking about ways they can get, I call it stretching them, making sure that you’re stretching them to get the most equity
out of those pieces. ‘Cause it is, it takes time,
effort to create those pieces, and then really harnessing in, how do you make sure you’re making the most value out of that. – Yeah, measuring ROI, I think is, I think the hardest challenge to sell that to an organization ’cause
you go to your CEO and say, “We want to do content marketing “because it’s gonna drive lead gens.” And it’s like, “Okay well how
many content pieces do I get “to generate a 1,000 leads
or X number of revenue?” And I think that’s sometimes a challenge, you can try to string it together and say, “Okay, well we drove these
new interactions and they,” but is it the white paper that truly said, “Okay, well we drove X number of revenue.” I would be interested to see, kind of what’s your experience with that? – I mean, that’s always
a challenge, right? I mean, I think there’s
two real challenges when you really think about content is, number one, is that, do you
have subject matter expertise within your organization to create these high-value content pieces. Because I believe that
it’s gotta be content coming from your organization,
it can’t be syndicated and regurgitated content, right? So that’s a challenge, a lot of companies don’t have
those subject matter experts. And so that’s one of
the things that really makes a content strategy work is, you have to have access to those people. And then number two, ROI, everybody’s, we’re all accountable
today, it’s not like, it’s not like in the past
where you got a budget, and there was no accountability, everything is about accountability. And we really look at it
at several different ways. So we’re doing this
inbound campaign right now that we call, Ask the Expert. We’ve been doing B2B e-commerce longer than any company
out in the marketplace, and we think that we do it
better than anybody else. And so this, Ask the Expert
campaign, is really kind of cool because it’s really about
lead gen or demand gen, but it’s also about brand recognition. So putting these ads, it allows
me to take a smaller budget. I can be out in six or
eight different publications each month, and the ads are the same, they look the same all over the place, but the questions change. And what we do is we drive those
questions to a landing page where we have those high-value assets. So we may ask somebody, what role does your executive team play in digital transformation? And then we may use that same paper and ask a different question
in a different publication. What I like about that is,
I can track where that, the engagement comes
from because each paper has a different question
and we have different tag, UTM tag to each of those campaigns. So from a demand gen standpoint, I can track every one
of those interactions, where they’re coming from. And then we also were
giving people the option of asking their own questions. Which I really like because that helps me drive future content because
I’m letting our prospects and our audience really
kind of ask their questions. And then, if that’s something
we really have expertise and knowledge in, or a strong opinion on, then we can create an asset
that would answer that question. So I like that piece, but it’s also because it’s the same everywhere, and the look and the feel
is the same everywhere, it’s a great branding element. But if you look at inbound
and placing full-page ads, or digital ads in these places, it can be really, really expensive. – Oh, yeah. – And for a very small
budget, I can, like I said, I can be in a lot of different places, and that means I can try
publications and other places that maybe I wouldn’t
be able to try if I had to spend more money on one ad. So that’s one of the ways
that we’re looking at this, is that if we double
purpose content like that, that’s branding and demand gen then I can track and have
KPIs attached to that. And then we look at engagements, are people clicking through? We’ve really been sophisticated in even how we’re setting up our
website, and how we convert. We have our Pardot tied into our website, so once somebody’s got a cookie on them, we can see how many
pages they’re visiting, whether they’re converting
or not converting. If they leave our website
and don’t convert, then we retarget them, right,
with PPC and other tools. So we’re really looking
at that holistic approach, but we can also notify our sales team if somebody visits three or more pages on our website but they never convert. And that allows them to then reach out to that person as a cold call. And so everything we do is really about, how do we have this holistic view? And how do we really make sure that we really know what’s going on? – Karie, that’s a great
point because I think, it takes seven to eight touchpoints to get someone into your funnel so being able to multipurpose, use that content piece pulled
from a brand perspective and demand gen perspective,
I like the way you said that. And then also driving in that visibility into your sales team. More and more, we’re seeing that sales and marketing
alignment coming together especially when it comes to content. Because it’s really
important if a marketer has a high-value message
that we’re speaking the same language as a sales organization. So when we’re going to market, we’re speaking the same
language, we’re not going, “Hey this is our product A,” and then a sales person has
a different value property that they’re gonna be using. It really makes it seamless,
and as a salesperson, you can get a good insight how
to manage that conversation. And I think that’s something,
maybe if you could articulate and expand upon some of
that conversation too and understand how your sales team are using some of that–
– Absolutely. One of the things that we
do, every campaign we create, we’re creating in… We’re an agile marketing
department at our company ’cause we have to flex and change quickly. So we’re actually using development tools, so we’re using Jira, Atlassian, Confluence, all of those technologies to really manage tickets, and projects, and all of those things within our team because we have a lot going on. But the other thing we do is we create in Confluence every time we do a campaign, we call it a campaign prospectus. And in that, we give the
sales team speaking points. Here’s the content piece,
here’s what you need to know, here’s some of the things that, here’s what a click-through means, here’s what an open means, if it’s in an outbound standpoint. And in an inbound standpoint would be, here’s the content they’re downloading, and here’s what you need
to know about that content so that you can talk intelligently about what that person was
doing and reading on our site. So that’s one of the things
that we do for every single outbound campaign and
then any inbound campaign. – So it’s almost like a playbook if you will.
– Yep, it is. – Like, here’s his cadence, here’s when this email will be deploying, here are the assets related to it. As someone clicks on this, here are some great talking
points, for me as a sales rep, to have in my tool box to
make sure I can communicate and articulate, and then even
drive that conversation with. – Well even with the call to action is so that the sales team knows
what that call to action is for any of those inbound
or outbound campaigns. Because it’s important
for them to understand so that they can have really
good educational content, or conversations, ’cause
like what you said, we are finding it takes
six to nine interactions, touchpoints of some type to really get people to convert into pipe. And especially the more
complicated the products you’re selling, the more
likely it is to be more, right? – And the variety of the
content makes the difference – Absolutely. – You can’t just be focused only on one type of thing.
– Nope. – It’s the variety, but then again as a scrappy marketing
department, you need to decide where you, (laughs) I like that word. It’s how do you itemize and prioritize your marketing budget for
those different content pieces? So I want to get a little bit more into, what are the things that
you are thinking about when, okay you have their
cornerstone pieces of content, how are you making the
decision of, okay well these are the things
I want to put value on because of this information? – Yeah, and that’s a really good question. I really feel like part of my role is to stay really connected to the market. So my background is
manufacturing and distribution. So I came from the customer side, and I really pride myself
on really staying in touch and knowing what’s going on,
what their pain points are, where their challenges are, whether it’s talking to prospects. So a lot of the prospect calls that our sales teams set up,
we can them discovery calls. I’ll sit in on those calls,
mostly because I just want to hear what the prospects are saying. – And it sounds like intelligence is the very first step before
doing any type of content. – Yeah you have to
understand, you have to know. If you create content that’s
not relevant, or interesting, or doesn’t really resonate, they’re not gonna–
– Easier said than done. – It’s hard, it’s hard.
– You have three seconds. You have three seconds to capture that. And that, it just shows in email stats, you can see now, how long are
people spending on emails? It’s less and less time, so you have to be creative
to connect with them, and having those valuable
conversations with the sales rep, listening in, just seeing that marketing and sales alignment, over and over again. Especially when we’re looking at B2B, these longer sales cycle, more complex, products that you’re selling, I mean, really the buyer is
self-educating, self-learning, and they need to have that
time and that to learn. And then also get the
information from the experts, like you were saying.
– Right. Well they’re relying on. A lot of these companies, this is transformation
on very massive change for their business, and
it’s a complete change in the way they think
and go to market today. And so they’re relying on the experts to help educate them,
and they should, right? It’s our job to, to not
just sell them a product but sell them the right
product, and if we’re not right, we absolutely send them
to somebody who is. We don’t have any
problem with saying that, everything you’re saying
is great, but that’s, we’re not the right company for you. But that’s part of our
value proposition is that we want to be,
– That transparency. – That transparency and
we want to be honest. We want to go to business with integrity. So even in our marketing content, we really think about
that integrity piece. But you’re absolutely right, having that knowledge and being plugged in is really, really important
in order to create content that’s relevant.
– Everything else is not important without
that intelligence. It’s kind of having that
relevancy, easier said than done, but I think that’s been
what every marketing expert will say is, do you have relevant content? You need to be developing relevant content for your customers, it
needs to be focused on your customers and your audience. But I think there’s also the struggle in getting into the, how do you develop that? And you touched on that
which is listening to sales, being in the customer’s shoes, listening to customers, surveying them, those types of different
activities that are driving that intelligence which
informs your marketing. – Right, I think, I honestly
am one of those people who really believe that every marketer should spend some time in sales. – Absolutely (laughs)
– I really do. Because if you don’t walk in
the shoes of the sales people, you don’t really understand
the challenges that they face. And I’ve seen so many marketers that are just so out of touch
with what really is happening. And I think it’s just really
important that marketers understand that the sales
and the customers journey, what they go through,
because if you can’t relate, how do you create relevant content? – Absolutely. Thanks again for watching
this video or podcast, if you enjoyed it, please subscribe. We highly encourage it and
really welcome the support. You can find all of our other discussions on YouTube, Stitcher, or iTunes. And this is where you can
find our other topics about marketing automation, CRM, Salesforce, and host of other topics.

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