Sharpen Your Content Efforts for Increased Sales Impact

1. Sharpen Your Content Efforts for Increased Sales Impact December 3, 2013 @kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent

2. Today’s Discussion FROM OUR CLIENTS: We are producing more content, but client engagement is light. Relevance Our sales force feels our content is out of sync with their daily discussions. Sales Buy-In Even when we do create great content, no one is finding it. Amplification

3. Give Customers a Reason to Engage

4. FiServ Marketers We are producing more content, but client engagement is light. 57% of our clients report they will be increasing their 2014 budget allocation for “content marketing” compared with 14% increasing advertising. 43% report their biggest 2014 marketing challenge will be developing relevant and timely content. WEALTH MANAGEMENT, ASSET MANAGEMENT, INSURANCE Source: HNW 2014 Marketing trends survey

5. Current Content Strategies • A Deliverables Orientation

6. A New Content Strategy Framework • Tactical deliverables stream supplemented by ownable topical leadership • Longer Term • Near Term Relevant topical ownership

7. Claiming Ownable Expertise • WHAT will you say? High Market Need Marketable Expertise This is the impact zone Competitive Parity Target Audience Interest White Noise Potential for Credible Ownership Low High

8. Establishing Unaided Association Media and Competitive Content Clutter • Why is it so difficult? The Google Effect

9. Topic Evaluation Criteria • Choosing topics wisely is key. ROI What is the shelf life and expected return? Uniqueness Is the information or POV common? Business Connection What business goal does this support? Audience Value A question for marketing and sales.

10. How Do You Say It? • Translating ownable expertise into effective thought leadership requires a mix of content types.

11. IBM: Big Data • A long-term commitment that pays off “ Companies that make billion-dollar decisions based on gut instincts rather than predictive analytics of big data will be losers in the new economy. . . . Data is the new natural resource.* ” * IBM CEO Ginny Rometty, featured speaker at the Council on Foreign Relations 2013 Corp. Conference.

12. Your Sales Force Is Not an Owned Channel . . .

13. FiServ Marketers Sales feels our content is out of sync with their discussions. 46% of sales reps and more than one-third of managers do not understand their firm’s content marketing strategy. 35% report that they do not believe the content their firm produces is valuable to customers. Source: 2013 Richardson Content Marketing and Sales Effectiveness Survey

14. Channels and Your Sales Force Paid Owned Earned Traditional advertising, SEM, DM, advertorial Brochures, newsletters, websites, microsites, mobile apps Social following, blog mentions, PR, speaking engagements Typical View Sales Force

15. Channels and Your Sales Force • If sales is not buying your strategy, they won’t leverage it with clients. Paid Owned Earned Traditional advertising, SEM, DM, advertorial Brochures, newsletters, websites, microsites, mobile apps Social following, blog mentions, PR, speaking engagements Accurate View Sales Force

16. Aligning With Sales • A realistic approach to collaboration Owned View Myths Earned View Realities Sales will use the content marketing provides. Sales will use what “works.” Marketing will determine the appropriate topics. Marketing and sales iterate to optimize the right mix. Content strategy is explained to sales. Content strategy is sold to sales. Sales buy-in takes time and commitment. Content campaign du jour!

17. 5 Steps to Sales Engagement $ Content strategy starts with the business and sales goals, NOT a white paper. It is “game over” if the heads of sales and marketing are not aligned. Balance the scales between brand development and sales support. Make it easy to cascade to their clients. Recognize that sales knows their clientsbest—let them call key content distribution shots.

18. Amplification

19. Amplification • What marketers are preparing:

20. Amplification • What the audience is consuming:

21. The Anti–White Paper Approach? Effort Continuum LOW HIGH Small Medium Large

22. Sales-Driven Content Marketing • Must-Haves for FiServ: • CRM integration • Contextual content organization • Single-stop, multichannel • Seamless compliance • Measurement Target Audience(s) Sales Force

23. Example

24. IBM: Big Data • Visibility: A single content asset, multiplied and amplified. • Clear audience versioning (retail, financial, consumer) and segment publishing strategy. • Pervasive promotion across paid/owned/earned channels. • Content sliced and diced for deep and shallow levels of engagement. • Originally published in October 2012, content still published one year later—down to tweets of individual data points. Analytics: The Real-World Use of Big Data Retail Financial Services Consumer Products

25. Measures of Success • Long-game metrics require additional measurements.

26. Thank You • Kevin Darlington • Managing Director, Client Solutions • HNW, Inc. • 155 Avenue of the AmericasNew York, NY 10013p: 212.258.9234 • kdarlington@hnw.com • @kevdarl1 • Carol Eversen • Managing Director, Client Services • HNW, Inc. • 155 Avenue of the AmericasNew York, NY 10013p: 212.258.9237 • ceversen@hnw.com • @cpeversen