CONTENT MARKETING Solution Study Insights, Landscape, & Vendor Analysis
CONTENT MARKETING Solution Study Table of Contents 1 2 3 4 5 6 7 8 Executive Summary 03 What is Content Marketing? 05 Content Marketing Maturity Model 08 11 Benefits of Content Marketing Content Marketing Deployment Lifecycle 13 Vendor Selection Criteria 16 Content Marketing Solutions Landscape 20 Analyst Bottom Line 27 Action Plan 28 Our Solution Study Methodology 39 About Demand Metric 40
CONTENT MARKETING: SOLUTION STUDY Executive Summary
EXECUTIVE SUMMARY CONTENT MARKETING: SOLUTION STUDY 4 Executive Summary It has been said that “All Marketing is Digital Marketing,” and with good reason! In the last decade, marketing has been transformed. This Solution Study covers: Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts, and Digital Marketing options all competed for the time, attention, and resources of the marketing department to one in which Digital Marketing reigns supreme (with an occasional nod in the direction of the storefront or traditional marketing channels, such as direct mail and print advertising). What is Content Marketing? Benefits of Content Marketing In our Digital Marketing Solution Study Series, we examine five components of Digital Marketing. Content Marketing Deployment Lifecycle In this report, we will focus on the growing practice area of Content Marketing and cover the following sections. Vendor Selection Criteria The Content Marketing Solutions Landscape Action Plan
THE EVOLUTION OF SHOPPER MARKETING CONTENT MARKETING: SOLUTION STUDY 5 CONTENT MARKETING: SOLUTION STUDY What is Content Marketing?
WHAT IS CONTENT MARKETING? CONTENT MARKETING: SOLUTION STUDY 6 What is Content Marketing? Content is King. Its reign as the premier marketing focus for Digital Marketing shows no signs of abating. Rather, the content is becoming stronger, richer, and more integrated as the ways and means to deploy content for marketing rapidly expands. Demand Metric defines Content Marketing as: The strategies, processes, and technologies that support the development, deployment, management, and measurement of content used for marketing and advertising. Content Marketing involves relevant, personalized content that creates or changes the users’ experience, attitudes, or preferences. It’s tempting to push as much content out as possible and hope that some of it hits the right person at the right time. However, that approach is akin to the old “broadcast” media approach. More content is not the answer; it needs to be the right content. Context is critical. As important as content is, it is equally true that the world is awash in content. Few of us can keep up with our main inter- ests, let alone other subjects pertaining to our careers and lives. This makes context as valuable as content, more so if you truly want to get a response to your content marketing. Role in Digital Marketing Demand Metric considers Content Marketing to be an integral part of Digital Marketing, as illustrated by our Digital Marketing Roles Matrix on the next page. Our Content Marketing Solution Study looks at the range of content plat- forms. We will examine the landscape, vendors, and solutions for the three foundation platforms – Web Content Management Platforms, Content Marketing Platforms, and Content Distribution Platforms. Driven by the Content Marketing Manager, processes, technologies, and WCM (Web Content Management) platforms are used by Senior Manage- ment, Strategic Comm, Community & Social Media Managers, PR, and Product Marketing. The common metrics for Content Marketing include content views, links earned, content conversion, and content published. These platforms and toolsets provide the structure that content marketers need to create relevant, personalized content for each of their individual audiences.
WHAT IS CONTENT MARKETING? CONTENT MARKETING: SOLUTION STUDY 7 ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS Revenue Accountability Staffing & Channel Management Reporting to CEO/Board Budgeting & Planning Reviews & Coaching Recruitment & Retention WCM Marketing Automation CRM Thought Leadership Blog Webinar Presentations Conference Keynotes Revenue by Channel Customer Lifetime Value, NPS Return on Customer (ROC) Senior Management Brand Strategy Digital Marketing Strategy Social/Mobile Marketing Strategy Marketing Budget Agency Management Communications Management WCM Content Marketing Platforms Social Media Platforms Data Sheets, Whitepapers Case Studies/Testimonials Competitive Analysis Market Share, Profitability Brand Equity Content Usage Strategic Communications Lead Generation & Events Inbound/Outbound Marketing Sales Opportunity Management Advertising/Sponsorship Lead Generation Tradeshows Marketing Automation/Email Digital Asset Management Event/Survey Management Advertising/SEO Email Campaigns Webinars Campaign ROI, Email Metrics Marketing Qualified Leads Contribution to Pipeline Demand Generation Web Content Management Content Marketing Content Distribution Content Creation Campaign Analysis Content Scoring WCM, Blogging Platforms, MA Content Marketing & Distribution Video Marketing Platforms Website and Blogs eBooks, Articles Videos Content Views, Links Earned Content Conversion Content Published Content Marketing Online Community Management Social Listening Social Engagement Community Development Social Channel Management Social Reputation Management WCM Social Media Platforms Social Channels & Networks Posts, Tweets, Photos Forums, Chats, Comments Articles, Community News User Engagement Sentiment Analysis Campaign ROI Community & Social Media External Communications Media Relations Analyst Relations Influencer Identification Relationship Cultivation Content Creation/Distribution Media Contact Database News Distribution & Monitoring Analytics & Reporting News Content/Press Releases Thought Leadership Content Rich & Social Media Content Mentions/Impressions Audience Growth & Engagement Sentiment Analysis Public Relations New Product Development Mobile App Development Video Production/Development Product Launch Product Positioning Competitive Analysis WCM Mobile Development Platforms Video Production Platforms New Features/Ideas for R&D Gamification Competitive Analysis Avg. Revenue Per User Avg. Order Value Conversion Rate, Renewal Rate Product Marketing Interactive Experience Customer Satisfaction Customer Advocacy Customer Experience Customer Journey Mapping Customer Persona Creation Customer Profile Management Customer Support, Twitter Survey & Social Channels Buyer Personas Customer Journey Map Proposals, Presentations Customer Satisfaction Index Customer Lifetime Value Net Promoter Score (NPS) Customer Experience
CONTENT MARKETING MATURITY MODEL CONTENT MARKETING: SOLUTION STUDY 8 Content Marketing Maturity Model As our Content Marketing Maturity Model (pages 9-10) illustrates, organizations moving from a lack of experience with Content Marketing to those which fully embrace it must consider eight key components. These are: Our Maturity Model shows the progression of an organization from Stage 1 (Undefined) to Stage 4 (World Class) that is characterized by the following best practices: Orientation: The posture the organization takes toward the disci- pline of Content Marketing and its importance to the organization for marketing, sales, and revenue generation. Level of Commitment The strength of the commitment and the focus on excellence in Con- tent Marketing initiatives and campaigns drives other best practices. Leadership: The view of executive/senior management toward the role Content Marketing plays in driving sales, revenue, and profits; its inherent value to the company. Planning Content Marketers create strategies, goals, and KPIs for every point of their Content Marketing effort. Budget & Staff: How well Content Marketing is resourced with time, talent, tools, money, and authority. Processes Content Marketers develop measurable processes for each phase to ensure progress and success. Tools & Platforms: The tools and platforms used to create, deploy, manage, and measure Content Marketing initiatives. Resources World Class Organizations ensure that sufficient resources (time, talent, tools, money) exist for each initiative, campaign, and phase of their plan. Lead Generation: How well the organization performs at Lead Generation. Management World Class companies effectively manage the change, progress, and results of Content Marketing efforts. Email Marketing: How well the organization performs at Email Marketing. Cross-Channel Marketing: How well content is distributed and lever- aged across multiple channels in your Content Marketing strategy. Demand Metric’s Content Marketing Maturity Model can be used in combi- nation with the vendor landscape analysis and charts detailed in the Content Marketing Solutions Landscape section of this report. Metrics: How Content Marketing initiatives and campaigns are tracked, measured, managed, and reported.
CONTENT MARKETING Maturity Model STAGE 4- World-Class STAGE 3 -Mature STAGE 2 - Progressive STAGE1 - Undefined Content Marketing Defined, integrated strategy for Content Marketing exists across the Enterprise; Campaigns are tracked & measured by level of engagement & revenue impact Defined, integrated strategy and processes exist for Content Marketing across the Enterprise Defined strategy and processes exist for Content Marketing in uncoordinated pockets No defined strategy or process for Content Marketing Orientation Views content as primary lead gen tool; Supports resources for rich content, cross-channel marketing, and content marketing apps Long term commitment to rich content; Integrated platforms for WCM and CMS/ CDS; Internal staff and resources Sees need for rich content; Experi- menting, testing, & evaluating apps & tools; Uses outsourced agency One-dimensional view of Content Marketing as Web and Email Marketing Leadership Budget connected to marketing goals; Aligned maximum Digital Marketing impact; Budget spend for content more than 50% Budget with business case to justify spend; Dedicated marketing roles for Content Marketing; Budget spend for content up to 50% Budget allocated; Defined roles and responsibilities for Content Marketing; Budget spend is 25% or more for content Budgets for web & email marketing; Staff is contracted or coordinator role; Budget spend for content is 15% or less Budget & Staff Complete, end-to-end system integra- tion of WCM and CMS/CDS platforms with tight integration to Enterprise CRM, MA, and other legacy ERP systems Platforms connected to each other (i.e. WCM to CMS/CDS to Social Listening API integration to Enterprise CRM and MA systems) Platforms that perform specific func- tions with coordinated tools, apps, and workflows Ad hoc development; Point tools for email, content, & social media; No mobile or video apps Tools & Platforms
CONTENT MARKETING Maturity Model Content Marketing STAGE1 - Undefined STAGE 2 - Progressive STAGE 3 -Mature STAGE 4- World-Class Personalized & localized content; Delivery to all devices in real-time through custom content and marketing apps; Native mobile optimized Convergence of content; social and mobile content to drive leads from web; marketing campaigns and events Offers rich media content, social networks, blogs, Wikis (Web 2.0), etc.; Growing subscriber lists for Email Marketing Relies on website landing pages with limited content targeting; Company profiles on social networks; Posting is sporadic Lead Generation Email Marketing integrated with CMS system from content list to order entry; Enables list segmentation & lead nurturing activities; Enterprise integra- tion with CRM, MA, etc. Advances use of email for online events, feedback, & surveys; Uses landing pages, auto-responders, Facebook promo- tions, coupons, & social sharing; Mobile campaign design & delivery Has regular Email Marketing campaign with newsletters; drip system for leads; list management and growth programs in place Relies on no/low cost Email Marketing platform with pre-designed templates for newsletter and/or email promos Email Marketing Focused on content strategy, organiza- tion of high volumes of content, auto- mated workflows, one-click distribution, & aggregated metrics Enterprise-level CMS/CDS with multi- channel, multi-product needs; Focused on recommendation and amplification of relevant, personalized content Content Marketing for sales, marketing, blogs, web traffic, and social channels with usage and response tracking Generates and publishes content for marketing, social sharing, and/or advertising sporadically Cross-Channel Marketing Enterprise–wide dashboard with content scoring, user acquisition, and engagement by behavior, experience, brand reach, etc. Dashboard monitors content usage & conversion; Tracks opens, clicks, forwards, registers, purchases, redeemed offers, etc. Analytics to monitor & track content usage & response (content views, social share, links earned, etc.) Metrics No formal measurements in place Want to rate your organization’s Content Marketing maturity with an interactive tool? Download our Content Marketing Maturity Assessment and get started today! V I E W R E S O U R C E
THE EVOLUTION OF SHOPPER MARKETING CONTENT MARKETING: SOLUTION STUDY 11 CONTENT MARKETING: SOLUTION STUDY Benefits of Content Marketing
BENEFITS OF CONTENT MARKETING CONTENT MARKETING: SOLUTION STUDY 12 Benefits of Content Marketing The benefits of effective content marketing span most customerfacing parts of the organization, especially marketing, sales, and customer service. The primary benefits of Content Marketing include: Engage your audience with a relatable experience. 1 When visitors, buyers, and consumers interact with your content, they reveal much about their preferences and interests. This information can be used to provide them with a better experience that encourages them to purchase your products and services. Tell a story that creates a relationship. 2 Attract the best sales prospects for your product or service. 3 Provide a consistent customer experience in the buyer’s journey. 4 5 Lower the cost of marketing campaigns. 6 Increase website, blog traffic, and SEO. 7 Collect more relevant and accurate customer data. 8 Provide a personalized, local experience that can be processed. 9 Build a stronger, more targeted email list. 10 Nurture leads to become sales opportunities. 11 Improve the quality of social sharing, referrals, and engagement. 12 Ensure message consistency across all marketing channels.
THE EVOLUTION OF SHOPPER MARKETING CONTENT MARKETING: SOLUTION STUDY 13 CONTENT MARKETING: SOLUTION STUDY Content Marketing Deployment Lifecycle
CONTENT MARKETING DEPLOYMENT LIFECYCLE CONTENT MARKETING: SOLUTION STUDY 14 Content Marketing Deployment Lifecycle Content Marketing platforms fall into two categories – Web Content Management (WCM) and Content Marketing & Distribution (CMS/CDS), which will be discussed in detail in the Content Marketing Solutions Land- scape portion of this report. FIGURE 1: WCM DEPLOYMENT LIFECYCLE 6 1 While both categories may include similar functionality and features, each has a different end goal in mind. Consequently, the approach to imple- menting and deploying solutions from each category vary. Enterprise System Integration Create Content In this section, we will discuss the separate lifecycles for WCM and CMS/ CDS platforms. 5 WCM WCM Stages of Deployment Manage & Measure 2 Deployment Lifecycle We see six stages in the deployment of WCM platforms, beginning with content creation and circling to integration with other systems. Develop Assets Figure 1 illustrates a common deployment lifecycle for WCM platforms. 4 3 Deliver to Channels Manage Workflow
CONTENT MARKETING DEPLOYMENT LIFECYCLE CONTENT MARKETING: SOLUTION STUDY 15 CMS/CDS Stages of Deployment FIGURE 2: CONTENT MARKETING & DISTRIBUTION DEPLOYMENT LIFECYCLE For CMS/CDS platforms, we see seven stages in the deployment lifecycle, beginning with developing a content strategy and progressing through to measurement. 7 1 Figure 2 illustrates a common deployment cycle for CMS/CDS platforms. Measure Develop Content Strategy 6 Publish & Distribute 2 CMS/CDS Deployment Lifecycle Create Content 5 Manage Assets 3 4 Discover & Curate Manage Workflow
THE EVOLUTION OF SHOPPER MARKETING CONTENT MARKETING: SOLUTION STUDY 16 CONTENT MARKETING: SOLUTION STUDY Vendor Selection Criteria
VENDOR SELECTION CRITERIA CONTENT MARKETING: SOLUTION STUDY 17 Vendor Selection Criteria We recommend that organizations evaluate vendors in the Content Marketing solution space based on the lifecycles reviewed in the Content Marketing Deployment Lifecycle section of this report. Web Content Management and Content Marketing and Distribution platforms should be evaluated on a case-by-case basis for each organization. Figure 3 (next page) highlights the key functionality of a WCM platform according to the level of complexity from Basic to Cutting-Edge. Figure 4 (Page 19) highlights the key functionality of CMS/CDS platforms based on the same four tiers. Use these graphics to determine the features that are right for your company. Download and complete Demand Metric’s Web Content Management Vendor Evaluation or our Content Marketing & Distribution Vendor Evaluation to assess several vendors at one time to see which may work best for your organization. V I E W R E S O U R C E
VENDOR SELECTION CRITERIA CONTENT MARKETING: SOLUTION STUDY 18 FIGURE 3: WCM VENDOR SELECTION CRITERIA BY FUNCTIONALITY TIER CUTTING-EDGE Mobile Marketing, Visualization Tools, Advanced Analytics Editing & Publishing Tools, Workflow Management, Mobile Content & Social Media Channel Management, Content Analytics & Lifecycle Workflow Integration, Social & Mobile Tool Integration, Enterprise System Integration COMPREHENSIVE Content Creation; Delivery and Optimization, Editing Tools for Creation, Automation, & Collaboration; Content Delivery Across Platforms, Channels, & Devices STANDARD Plug-ins & Add-ons, Open Source Content Management Platform, Third-party Developer Support BASIC
VENDOR SELECTION CRITERIA CONTENT MARKETING: SOLUTION STUDY 19 FIGURE 4: CMS/CDS VENDOR SELECTION CRITERIA BY FUNCTIONALITY TIER Content Strategy, High Content Volume Organization, Rich Media Campaigns, Automated Workflows, One-Click Distribution, Aggregated Performance Metrics CUTTING-EDGE Universal Data Collection & Curation, Integrated with Creation & Distribution; Content Location & Scoring for Relevance; Digital Asset, Social Media, & Content Trend Analytics COMPREHENSIVE Content Sharing & Measurement Features, Recommendation Engine, Personalization of Content (down to the street level) STANDARD BASIC Content Creation, Curation, Discovery, & Publishing Features NICHE SOLUTION FEATURES 3D Product Visualization Tools, Advanced Analytics
THE EVOLUTION OF SHOPPER MARKETING CONTENT MARKETING: SOLUTION STUDY 20 CONTENT MARKETING: SOLUTION STUDY The Content Marketing Solutions Landscape
THE CONTENT MARKETING SOLUTIONS LANDSCAPE CONTENT MARKETING: SOLUTION STUDY 21 The Content Marketing Solutions Landscape Overview Vendor Playing Fields As mentioned previously, Content Marketing solutions fall into two main categories: In this study, we focused on vendors that offered platforms with a technology infrastructure that supports multiple applications rather than one-off applications. Web Content Management Platforms – These platforms provide the structure and functionality for content creation and delivery across digital channels, and integrate with key internal CRM and MA systems. Key features include content management, editing & publishing tools, workflow management, mobile content & social media management, and analytics. Vendors were placed in their category based on what we believe is their primary application focus, although many provide application and feature sets that blend from one platform category to the other. Content Marketing and Distribution Platforms – These platforms provide the creation, organization, management, distribution, and measurement of content across all device types and channels. Key features include content creation, discovery, customization, recommendation, publishing, promoting & amplifying, content workflow & asset management, and analytics.
THE CONTENT MARKETING SOLUTIONS LANDSCAPE CONTENT MARKETING: SOLUTION STUDY 22 Web Content Management Systems Vendors in the Web Content Management (WCM) market fall into one of five levels based on the depth and breadth of their content platform and applications, and their ability to manage content across multiple distribution points. We ranked vendors in this study on the following criteria: Vendors fall into the following levels based on the above criteria: Basic – At the basic level, platforms offer an open source content management platform with features and tools for development and administration of the WCM. Plug-ins, add-ons, and third-party developers provide application support for the basic platforms. Content Management Platform Capability Standard – At this level, these platforms focus on the creation, delivery, and optimization of content with editing tools to create, automate, and collaborate on content. They support content delivery across all platforms, channels, and devices. Creating, Editing, & Publishing Functionality Content Workflow and Lifecycle Management Comprehensive – At this level, platforms include editing/ publishing tools, workflow management, mobile content & social media channel management, and analytics. Integrations for content lifecycle workflows, social and mobile tools, and enterprise systems are also supported. Delivery and Distribution of Content Level of Task Automation Team and Collaboration Capabilities Cutting-Edge – At the Cutting-Edge level, Web Content Management platforms provide the key functions of the Comprehensive level, including editing/publishing tools, workflow management, social and mobile tools, and enterprise system integration. Advanced functionality in one or two areas, such as mobile marketing, visualization or analytics, may be seen. Social and Mobile Content Capabilities Enterprise Integration Depth of Analytics Supported Figure 5 (next page) shows the progression of the WCM platform vendors and their offerings. Niche – These vendors do not have the full functionality of the Standard or Comprehensive solutions. Instead, they offer one or more unique features that make them stand out in the market, or they provide a specialized solution to a smaller market segment.
THE CONTENT MARKETING SOLUTIONS LANDSCAPE CONTENT MARKETING: SOLUTION STUDY 23 FIGURE 5: WCM VENDOR SOLUTION LANDSCAPE CUTTING-EDGEPlatforms COMPREHENSIVEPlatforms STANDARDPlatforms BASICPlatforms
THE CONTENT MARKETING SOLUTIONS LANDSCAPE CONTENT MARKETING: SOLUTION STUDY 24 Content Marketing and Distribution Systems Vendors in the Content Marketing and Distribution System (CMS or CDS) landscape fall into five areas based on the functionality of their content marketing and distribution platform, and their ability to support or enhance the customer experience. Vendors fall into the following levels based on the above criteria: Basic – At the Basic level, Content Marketing and Distribution platforms generate, discover, curate, and publish content for marketing, social sharing, and/or advertising. What separates the WCM vendors from CMS/CDS vendors is that WCM vendors focus on content flow, organizational use, and management. CMS/CDS vendors focus on the sales, marketing, user experience, and user engagement aspects of the content. Although the flow of content across the three types of platforms may be similar, the end goals are different. We ranked vendors in this category on the following criteria: Standard – At the Standard level, Content Marketing and Distribution platforms focus on creating, discovering, publishing, sharing, and measuring content. These platforms can include recommendation engines for the amplification of relevant, personalized content down to the user level. Comprehensive – At this level, platforms support universal data collection and curation integrated with content creation and distribution through web, social, and mobile channels. Platforms offer analytics on the use of digital assets, social media, and content trends. Curation capabilities locate and score content for relevance. Support for Content Marketing Strategy and Process Platform Support, Scalability, and Flexibility Creation Capabilities Content Organization (i.e. editorial calendars, repositories, digital asset management, dashboard views) Cutting-Edge – At this level, platforms focus on content strategy, organization of high volumes of content assets, rich media campaigns, automated content workflow, centralized asset management, one-click distribution to digital channels (social, CMS, CRM, MA), and aggregated performance metrics. Content Workflow Management (collaboration, workflow management, notifications) Discovery & Curation Distribution & Publishing Enterprise System Integration Niche – These vendors do not have the full functionality of the standard or comprehensive solutions. Instead, they offer one or more unique features that make them stand out in the market, or they provide a specialized solution to a smaller market segment. Analytics Figure 6 (next page) shows the progression of the Content Marketing and Distribution vendors and their product/service offerings.
THE CONTENT MARKETING SOLUTIONS LANDSCAPE CONTENT MARKETING: SOLUTION STUDY 25 FIGURE 6: CMS/CDS VENDOR SOLUTION LANDSCAPE CUTTING-EDGEPlatforms NICHE Platforms COMPREHENSIVEPlatforms STANDARDPlatforms BASICPlatforms
THE CONTENT MARKETING SOLUTIONS LANDSCAPE CONTENT MARKETING: SOLUTION STUDY 26 Evolution of the Landscape As the Content Marketing landscape evolves, Demand Metric expects to see the following trends take shape within the WCM and CMS/CDS platforms: Deeper insights and analytics to enable marketers to view and respond to user engagement with rele- vant content. 1 Tighter integration between content marketing and enterprise systems for a holistic customer view. 2 Richer content and media ads that increase user engagement. 3 More personalized experiences with rich media and relevant content through the integration of user social profiles. 4 5 Increasing blend of owned, earned, and paid media to create higher level of “trusted content.” All of the vendors mentioned in this study can be deeply reviewed in Demand Metric’s Content Marketing Vendors Matrix. V I E W R E S O U R C E
ANALYST BOTTOM LINE ANALYST BOTTOM LINE CONTENT MARKETING: SOLUTION STUDY 27 Analyst Bottom Line Content Marketing is a critical component of Digital Marketing. As noted in the beginning of this report, Content is King and Context is Critical. That makes the choice of a Web Content Management platform, and Content Marketing and Distribution platform, vital to every marketing organization’s ability to create a better customer experience. As content marketing evolves, users and customers will become less tolerant of content that is not directly relevant to their needs and the stage of their buying journey. The right content marketing strategy, combined with the right platform and tools, will ensure that the modern marketing organization uses its content for optimum marketing success.
THE EVOLUTION OF SHOPPER MARKETING CONTENT MARKETING: SOLUTION STUDY 28 CONTENT MARKETING: SOLUTION STUDY C O N T E N T M A R K E T I N G A C T I O N P L A N Follow this simple, step-by-step, methodology to develop a Content Marketing plan that increases sales, builds customer insights, and grows brand awareness.
CONTENT MARKETING: SOLUTION STUDY 29 29 ACTION PLAN 1 Evaluate Evaluate Your Content Marketing Maturity 2 Review 3 Utilize our Content Marketing Maturity Assessmentto eval- uate your current systems and initiatives for Content Marketing. Develop 4 Understand V I E W R E S O U R C E 5 Request 6 Identify 7 Select 8 Strategize 9 Train 10 Measure
ACTION PLAN CONTENT MARKETING: SOLUTION STUDY 30 Evaluate 1 Understand The Roles Required For World Class Content Marketing 2 Review 3 Develop Evaluate the organizational impact of making the change from your current systems and processes to a Content Marketing platform. 4 Understand Use ourDigital Marketing Roles Matrix to review the company roles, responsibilities, processes, and technology that may be impacted by the change. 5 Request 6 Identify 7 Select V I E W R E S O U R C E 8 Strategize 9 Train 10 Measure
ACTION PLAN CONTENT MARKETING: SOLUTION STUDY 31 Evaluate 1 Build a Content Marketing Plan You Can Share With Stakeholders 2 Review 3 Develop Develop a solid 12-18 month plan for your Content Marketing program with ourContent Marketing Strategy Scorecard. 4 Understand 5 Request V I E W R E S O U R C E 6 Identify 7 Select 8 Strategize 9 Train 10 Measure
ACTION PLAN CONTENT MARKETING: SOLUTION STUDY 32 Evaluate 1 Discover and Research Key Content Marketing Vendors 2 Review 3 Develop Review our Content Marketing Vendors Matrix to learn about the key vendors/platforms in the Content Marketing space, and to understand which vendors may work best for your company. 4 Understand 5 Request V I E W R E S O U R C E 6 Identify 7 Select 8 Strategize 9 Train 10 Measure
ACTION PLAN CONTENT MARKETING: SOLUTION STUDY 33 Evaluate 1 Obtain Proposals From Your Favorite Content Marketing Vendors 2 Review 3 Develop Request proposals from potential vendors by creating templates for each category you require: 4 Understand Web Content Management 5 Request Content Marketing & Distribution 6 Identify V I E W R E S O U R C E 7 Select 8 Strategize 9 Train 10 Measure
ACTION PLAN CONTENT MARKETING: SOLUTION STUDY 34 Evaluate 1 Learn More About Your Potential Vendors’ Product and/or Service 2 Review 3 Develop After receiving RFPs from potential vendors, schedule and attend product/service demos with 3-4 vendors to get an up-close-and- personal view of their solutions. 4 Understand Follow these best practices: 5 Request prioritize your requirements and use cases send your use cases to vendor in advance of demo 6 Identify define meeting length (max 1 hour) up front don’t let vendor control the demo 7 Select rate each vendor using a scorecard have vendor demo their solution to your top use cases 8 Strategize make list of key items that vendor doesn’t have clear answers for set clear expectations around follow-up and timeframes 9 Train 10 Measure
ACTION PLAN CONTENT MARKETING: SOLUTION STUDY 35 Evaluate 1 Find the Best Fit by Evaluating Vendors Using Selection Criteria 2 Review 3 Develop In order to help you make your selection for each type of tech- nology, evaluate your top 3-4 vendors in each category with 4 Understand Web Content Management Vendor Evaluation Content Marketing & Distribution Vendor Evaluation. 5 Request 6 Identify V I E W R E S O U R C E 7 Select 8 Strategize 9 Train 10 Measure
ACTION PLAN CONTENT MARKETING: SOLUTION STUDY 36 Evaluate 1 Follow Proven Best Practices to Content Marketing Success 2 Review 3 Develop Develop an implementation strategy and communication plan to roll-out the initiative across the organization and through your channels. 4 Understand Use ourContent Marketing Playbook to create your plan. 5 Request CONTENT MARKETING PLAN Playbook & Toolkit 6 Identify V I E W R E S O U R C E 7 Select Follow this simple step-by-step playbook to develop a content marketing plan that supports your company’s goals & objectives. 8 Strategize 9 Train 10 Measure
ACTION PLAN CONTENT MARKETING: SOLUTION STUDY 37 Evaluate 1 Train Your Team About Content Marketing 2 Review 3 Develop an education/training plan for all affected personnel: marketing, product development, operations, and sales. Develop 4 Understand CONTENT MARKETING Training Course STA RT L E A R N I N G 5 Request 6 Identify 7 Select 8 Strategize 9 Train 10 Measure
ACTION PLAN CONTENT MARKETING: SOLUTION STUDY 38 Evaluate 1 Track Key Content Marketing Metrics 2 Review 3 Measure and track the progress of your Content Marketing initiative with our Content Marketing Metrics Dashboard. Develop 4 Understand 5 Request V I E W R E S O U R C E 6 Identify 7 Select 8 Strategize 9 Train 10 Measure
OUR SOLUTION STUDY METHODOLOGY CONTENT MARKETING: SOLUTION STUDY 39 Our Solution Study Methodology The Modern Marketing landscape is an ever changing, ever evolving environment in which new strategies, technologies, vendors, and products appear continually. Demand Metric Solution Studies provide marketers with a focus on a specific technology solution set or focus area so that they are armed with the knowledge, information, and tools they need to develop effective strategies and action plans for their organizations. Our Digital Marketing report series includes Solution Studies on: Social Media Marketing Mobile Marketing CRM Video Marketing Public Relations Each Solution Study involves hours of analyst research, draws information from interviews with vendor executives and established vendor clients for a specific technology solution, and is usually accompanied by a mini Tool-kit of practical resources. Solution Study Tool-kits are designed to provide marketers with the tools & templates they need to plan for an initiative in a given focus area, analyze the vendor landscape, and select the best vendor for their organization.
ABOUT DEMAND METRIC CONTENT MARKETING: SOLUTION STUDY 40 About Demand Metric Demand Metric provides Agile Marketing software powered by 1,000+ practical tools and resources to help our members complete their work faster and with more confidence. Our community of 125,000+ global members is composed of CEOs and business owners, marketing consultants and agen- cies, marketing executives and managers, and professionals who specialize in: product management, marketing operations, sales enablement, customer engagement, demand genera- tion, content marketing, project management, account-based marketing, and other disciplines. V I E W W E B S I T E To learn more about Demand Metric, sign up for a free member- ship at: www.demandmetric.com
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