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Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership: Your Content Strategy
- 1. Michigan Marketing Minds- Expressing Thought Leadership: Your Content Strategy September 9, 2014
- 2. The Three Keysto Modern Marketing: Content Content Content Michigan Marketing Minds @ Ann Arbor SPARK September 9, 2014 Moderated by: Chris Kochmanski DesignHub, Inc. www.design-hub.com
- 3. Presenters / Panelists Shawn Crowley Vice President and Managing Partner Atomic Object Vi Kellersohn Vice President of Marketing PTC
- 4. A Content MarketingSuccess Story from the Stone Age
- 6. Get ready forsome “Three Rules of…” talk.
- 8. EDI Communications Store-to-HQConnectivity Unix-to-Mainframe Connectivity
- 10. Publicity Advertising DirectMail Trade Shows
- 11. Computerworld Network World Information Week MIS Week Datamation Computer Decisions Mainframe Journal AS/X Systems UNIX World EDI World Chain Store Age etc. etc.
- 12. Need any ofthese? Call us. 3270 3770 3780 SNA/SDLC X.25 HLLAPI etc. etc.
- 13.
- 14. Three Rules ofAdvertising: 1. Awareness = Frequency 2. Image = Size and Color 3. Response = Offer
- 15. Awareness = Attachmate Image = Attachmate, SSI, CLEO Response = CLEO
- 16. What could weoffer?
- 17. “Nematron Industrial WorkstationSelection Guide”
- 18.
- 19.
- 20.
- 21.
- 22.
- 23.
- 24. Product Reviews CaseStudies Tech Briefs Executive White Papers Article Reprints
- 25.
- 26. Need any ofthese? Call us. 3270 3770 3780 SNA/SDLC X.25 HLLAPI etc. etc. Get your free Solutions Guide.
- 27. Direct Mail Freelists for advertisers More targeted More response-driven Much higher response Much lower cost per response
- 28.
- 29. “This free guidehelps you make the right connections.”
- 30. Smaller ads, morefrequently
- 31.
- 32.
- 33. Goodyear Tire &Rubber
- 34. Now enter MaryAnn King of SCO …
- 37. Awareness = CLEO Image = CLEO Response = CLEO
- 38.
- 39.
- 40. Solutions Guides ProductReviews Case Studies Tech Briefs Executive White Papers Topic Articles eBooks faux Trade Publications
- 41. e-news Websites Forums Blogs Social media …
- 42. Content marketing forSEARCH
- 43. The Three Pillarsof SEO in 2013 1. Content 2. Links 3. Social Jayson DeMers, forbes.com
- 44. “7 Essential Stepsof SEO Success” (Danny Sullivan) “The 9 On-Page SEO Elements You Need in 2014” Google Search Engine Optimization Starter Guide HubSpot’s “17 SEO Myths You Should Leave Behind”
- 45. If you doonly ONE THING to help you get found online … and this is a HUGE thing … it’s to CREATE GREAT CONTENT. People who CARE ABOUT that content will FIND IT and VALUE IT. And then you’ll …
- 46. Establish thought leadership Earn preference Generate demand Build a strong brand
- 47. The Three Pillarsof SEO in 2014 1. Content 2. Content 3. Content Chris Kochmanski, DesignHub
- 48. Brand content Brandjournalism Content marketing Content strategy …
- 49. Content marketing =MARKETING
- 50. BIG and gettingBIGGER Getting BIGGER
- 51. Content Marketing Strategies at PTC Vi Kellersohn VP Marketing – Enterprise Programs September 9, 2014
- 52. 52 PTC Recognizedas a Global Leader Technology solutions that transform the way you create, operate and service products for a smart connected, world. Strength Adoption Community 6,120 employees 2,060 employees in R&D 1,380+ service professionals 28,000 active customers 1,473,000 PTC Windchill Seats 1,988,000 total active Seats 750+ partners (including VAR, software, hardware, service and training) 10 million students trained through PTC Global Academic Program 150+ sponsored FIRST® Teams (For Inspiration and Recognition of Science & Technology)
- 53. 53 Solid BusinessResults $400 $350 $300 $250 $200 $150 $100 Total Revenue ($ millions) Total non-GAAP operating profits* ($ millions) % = YOY growth $1,400 $1,300 $1,200 $1,100 $1,000 $900 $800 8% 16% 3% 8% 2010 2011 2012 2013 ~3.2% **2014 Guidance * This presentation contains non-GAAP financial measures. A reconciliation between the non-GAAP measures and the comparable GAAP measures is located in the “Financial and Operating Metrics” document on the Investor Relations page of our website at www.ptc.com. ** Represents FY14 guidance range. Retail & Consumer: 8% Automotive: 12% FY 2013 REVENUE BY REGION Americas: 41% Europe: 37% AP: 22% FY 2013 REVENUE BY VERTICAL Life Sciences: 4% Industrial Products: 30% Federal, Aerospace & Defense: 18% Electronics & High Tech: 18% Other: 10%
- 54. 54 PTC MarketingOrganization Centralized Program & Services - Distributed Regional / Localization Strategy, Messaging, & Content (Assets) North America Regional Delivery • Localization • Sales enablement • Events • Owned media • Earned media • Purchased media • Social media • Corporate Communications • Mkt Operations & Creative • Program Development • Content Strategy • Positioning and messaging • Mkt Campaigns • Usage guidelines EU Regional Delivery APAC Regional Delivery Japan Regional Delivery
- 55. 55 PTC ContentMarketing Strategy “Buyer” Focused Integrated Marketing Campaign Content Repurposing
- 56. 56 PTC ContentMarketing Strategy “Buyer” Focused • Develop content to be used across the Buyer’s Journey • Know Your Target Audience - Persona (s)
- 57. 57 Marketing ContentStrategy Aligned to a Buyer’s Journey Loosen the Status Quo Acknowledge Pain Explore Possible Solutions Commit to a Solution Justify the Decision Marketing Objective Create awareness that there are problems with industry processes Align problems with business issues & drive urgency Investigate a category of solutions. Help the buyer identify needs in solving the problem. Recognize they need this category of solutions. Align solutions with specific sets of business needs. Make the Selection Make the case. Provide financial indicators that the project is worthy of investment. Validate / reinforce the choice. Prove the best value. Example Assets Research-based report on best practices for initiatives Infographics On-line diagnostic or checklist Articles or Video introducing how you can solve the challenges Reference customer Solution eBooks Virtual Corporate visits “Buyer’s Guide”/ Questions to ask your solution vendor Customer References Total Cost of Ownership Comparison Demos
- 58. 58 Persona Example:Engineering Executive: About Ed • Profile – Age 51 – Education: B.S. in Mechanical Engineering and Advanced degree in Engineering or Business – At current organization for 7 years. In current position for 5 years – Direct reports include ME, EE, SE and SW (also R&D in mid-market organizations) – Global responsibility – Reports to a VP or DVP in enterprise companies. Reports to EVP or President in mid-market companies. • Insights – He’s an engineer through and through…still reads his NASA Tech Briefs (North America) – Keen understanding of the business value/bottom line his products deliver – Works and leads cross-functionally to meet corporate expectations
- 59. 59 Persona Example:Engineering Executive • Information Gathering – Ed spends little time doing his own research and information gathering – Ed does stay abreast Engineering issues and innovations by reading publications he’s had since rising up the ranks as an engineer – Ed delegates research to his team, relying on them to understand the broader challenges and find creative solutions – Ed has little time or use for social media – He does attend events specific to his industry and will attend events if he can hear from his peers • Insights – We need to be marketing to the managers and directors who report to Ed – Our materials need to enable Ed’s reports to speak the higher level business value language so little translation or interpretation is necessary as Ed further educates upward – Social Media is still important to us. Although we may not reach Ed we still need to influence the influencer – Peer case studies and stories are essential to demonstrate credibility with Ed
- 60. 60 PTC ContentMarketing Strategy Integrated Marketing Campaign • Reputation Building • Demand Generation • Sales Development • Market Intelligence
- 61. 61 Integrated MarketingCampaign - Overview Reputation Building Demand Generation Sales Enablement Market Intelligence Building awareness and interest around a theme using earned media, press releases, blogs, analyst briefings, SEO and speaking opportunities. The sourcing of leads for Sales based on the theme using email, inbound marketing, trials, 3rd party events, PTC events, online advertising and telemarketing. Content provided to help Sales progress leads to close i.e. customer facing presentations, battle cards, competitive analysis, analysts reports/rankings, calls scripts and emails templates Building knowledge about targets & audiences using market research, database building and persona research. This could also include customer advisor boards and councils.
- 62. 62 PTC ContentMarketing Strategy Content Repurposing • Different Elements of Marketing Campaign • Different Stages in the Buyer’s Journey • Different Personas • Different Formats http://blog.hubspot.com/marketing/the-purpose-of-repurposing-content
- 63. 63 Content RepurposingExamples – Marketing Campaign Reputation Blogs Earned Media Vision video Infographics Event presentations LinkedIn / Adwords SEO optimized webpages http://www.ptc.com/topics/smart-connected-products
- 64. 64 Content RepurposingExamples – Marketing Campaign Web resource center Infographic to Summarize a Topic http://www.ptc.com/topics/conflict-minerals
- 65. 65 Content RepurposingExamples Demand Generation Email campaign Webcast Events Form gated value assets Direct Mail Tele-generation scripts
- 66. 66 Content RepurposingExamples Sales Enablement Customer Reference Battle Card Value Framework
- 67. 67 Thank You! [email protected] 734.352.2847
- 68. CONTENT MARKETING MichiganMarketing Minds September 9, 2014 Shawn Crowley Vice President, Managing Partner - Grand Rapids [email protected]
- 69. ATOMIC OBJECT AtomicObject is a consultancy that designs and creates web, mobile, desktop, and custom device software products.
- 70. CONSULTANCY MARKETING 101 1. Attract and retain excellent employees that can solve challenging problems. 2. Attract and engage clients that have challenging problems or opportunities.
- 71. CONTENT MARKETING Ourgoal is to build brand awareness by providing useful, high-quality content to people even if they don’t do business with Atomic.
- 72. VALUES ALIGNMENT Atomic’sValue Mantras ● Teach and Learn ● Give a Shit ● Share the Pain ● Own It ● Act Transparently
- 73. CREATING OUR OWNFUTURE We believe we attract the clients and employees we want to work with by sharing our learnings, perspective, and passion.
- 74. ATOMIC CONTENT MARKETING Open Source Tools Presentations Atomic Spin Great Not Big Crain’s Detroit Business Tutorials and Best Practices http://atomicobject.com/pages/Software+Commons https://github.com/atomicobject http://atomicobject.com/pages/Presentations https://spin.atomicobject.com http://greatnotbig.com http://www.crainsdetroit.com/section/blogCarlErickson http://atomicobject.com/pages/Resource+Lab
- 75.
- 76. BUILDING A SUCCESSFULBLOG 12/2004 - Spin launched. 7/2010 - We get serious. All employees (27 at the time) required to blog monthly. This was not easy... 6/2012 - Atomic hires first Marketing Coordinator. Lisa edits, SEO checks, and schedules posts. First publish 5/week, then 7/week. 5/2014 - Establish guidelines for Spin post topics. Posts must be directly useful to one of our marketing targets (clients or job candidates). No more posts like "How to choose a digital camera," "Why I love Uber," etc. 8/2014 - Lisa begins requesting specific, client-focused posts from employees.
- 77. SPIN HYPOTHESES 1.Current and ongoing content and SEO value for marketing and sales. 2. Attract clients and employees that think like us. 3. Promote introspection and refinement.
- 78. ATOMIC SPIN CONTENT Diverse content related software product development and company culture: ● Atomic Business Practices ● Resources for Clients ● Project and Team Management ● UX & Design ● Development ● Platforms & Languages
- 79. PARTICIPATION STRUCTURE Everyonein the company participates Marketing coordinators edit and manage publishing schedule Publish one new post every day
- 80.
- 81. QUALITY Lisa Tjapkes- Atomic’s marketing coordinator Manages the Spin’s quality and structure Reviews and edits every post for structure and grammar Manages guidelines about what type of content can be published Identifies gaps and opportunities and recommends ideas for posts
- 82. DISCOVERABILITY SEO 1.Use Google Keyword Planner (https://adwords.google.com/KeywordPlanner) and conversations with the author to choose a target Keyword Phrase. 2. Use that keyword phrase in the URL, SEO title, and SEO description. We have a WordPress plugin that allows us to add an SEO title and description. 3. Improve SEO title and SEO description with search users in mind. Create titles and descriptions that are engaging and informative. 4. Add keyword phrase to article text and section headers where possible. Social Media 1. Share though Atomic’s social media channels. 2. Author’s share via their personal social media channels.
- 83. TIME COMMITMENT ContentCreation 2013 - 1356 hours 2014 - 849 hours so far (1255 hours projected) Editing, Promoting, Managing 500 hours/year
- 84.
- 85.
- 86.
- 87. VIEWS PER POST- 2014
- 88.
- 89. RESULTS Useful contentfor internal teams Useful content for sales and customer education Blog is cited by prospective clients and employees Blog is recognized by peers Contacted and used by aggregators
- 90. BEYOND SPIN Websiteredesign with better client resources Newsletter More intentional focus on open source tools and presentations
- 91.
- 92. Next Michigan MarketingMinds Program: Marketing Turnaround: Domino’s Pizza With Tim MacIntyre
Editor's Notes
- #53 Our success starts with our employees, customers and the community we have built around the PTC brand. Give the audience a sense of the size of PTC. 1/3 of our employees are in R&D PTC also has a large services organization because we have process expertise to help extract the most value There are about 100K manufacturing companies total, and 27K used PTC in some capacity.
- #54 Our success with customers has translated into financial success for PTC. Highlight #1: Success Rate For FY13, PTC showed an average growth rate of 3 percent, total revenue of $1,297M, and a total non-GAAP operating profit of $286M. We are one of the fastest growing, large software companies out there. We are a safe company to do business with, a strong company, even after the 2009 economic slump staying profitable. Highlight #2: We are a global company, just like our customers PTC does more revenue outside the US than it does within the US. PTC’s employees are spread worldwide also. Customers who are trying to implement global capabilities they are going to need a global company to partner with who has resources virtually everywhere they do. That is PTC.
- #59 ABOUT ED (Psychographic Profile) Ed is a seasoned engineering executive with broad responsibility in a high pressure environment. He has extensive experience, having risen up through the engineering ranks after starting as a mechanical engineer, with more responsibility and direct reports at each level. Ed has advanced his career by moving through several other organizations and changing jobs due to market conditions or as a means of advancing his career. In Enterprise level companies, Ed may report to another VP or Divisional VP, as formal titles often change to reflect the size of the company and/or engineering organization. In Mid-market sized manufacturers, Ed often reports to an Executive VP or the President of the company. Insight: What does all this tell us about Ed and his peers? Having risen up from the engineering ranks, we may find that Eng. Executives also may have interest in the technical details of our solutions and products. While we should not shy away from using engineering terminology when discussing the business drivers the focus of the discussion should remain on helping them make the business case for the technology or process transformation, not on the features and functions of the technology itself. It is by providing additional “business value” that we will help him continue to advance. The technical details are available from our website and pre-sales teams if the Exec has an interest or need for specific functionality.
- #60 Information Gathering Ed’s schedule doesn’t leave much room for research and information gathering. As a result, Ed doesn’t read many publications and doesn’t regularly visit industry or vendor websites. Ed may read some engineering publications, including NASA Tech Briefs, specifically to stay on top of innovations. When Ed needs information or a new solution, he delegates the research to his team. Ed’s team researches and gathers relevant information, and meets with Ed to educate him and makes recommendations. Ed is still the decision maker but he relies heavily on his team. Insight: Because Ed doesn’t frequently read publications or visit sites – we have to look at circulation lists and registration lists to insure that they include not only Eng. Executive titles as targets but also those of individuals with direct reporting roles to Eng. Executives. To make it easier for Ed’s team to bring information to him we have to provide content that will resonate with Ed not just his staff, that’s information on business value and business need. While Ed’s team of directors and managers may have responsibilities for tool selection, they need to provide Ed with the business case for those tools more so than the feature and function specifics of the tool. Therefore the materials we promote to Engineering audiences will be targeted to Ed even though the path to him getting that information may be through someone on his team bringing it to him.
- #70 Software design and development consultancy founded in 2001 by our CEO Carl Erickson Organic growth in Grand Rapids MI through 2012 by hiring great people when we connected with them Expanded to Detroit in 2012 and Ann Arbor in 2013 $7.2 million in revenue 2013. ~$9 million in 2014 49 employees When it comes to marketing, our focus if fairly simple...
- #71 Reference slide We use many marketing tactics and content marketing marketing is one of them...
- #72 Reference slide Content marketing is aligned with Atomic’s values...
- #73 Content marketing allows to live our values of “Teach and Learn” and “Act Transparently” We can create our own future through content marketing...
- #74 Reference slide Atomic employs many content marketing tactics...
- #75 Open Source, Presentations, Tutorials and Best Practices - Design, Technical, Project Management, Product Management content Atomic Spin - Atomic’s company blog GNB - Carl Erickson’s (Atomics founder and CEO) blog for sharing ideas about building and running a software development company Crain’s - Carl Erickson guest blog about software and technology Focus this talk on building a structured content generating machine, Atomic Spin...
- #76 Building a successful blog is not easy For Atomic, it took a significant cultural change initiative...
- #77 We knew spin was a good idea We didn’t take spin seriously until 2010 CEO set the vision. Everyone helps market (Share the Pain value mantra) Not readily accepted. Needed lots of evangelism. Quarterly company meetings included slide on who did and didn’t meet the requirement Senior Atom’s on Atomic’s board committed to help (limited success) Eventually built infrastructure to help keep people on track Tracking, quality, and management significantly improved upon hiring a marketing coordinator Went through the painful change because we had some beliefs...
- #78 Reference slide We also wanted to have a diverse set of content...
- #79 Reference slide Our current participation structure is stable and simple...
- #80 Reference slide We have infrastructure to keep us on track...
- #81 Blogging status radiator on right side of KPI radiator Email reminders 10 day, 3 day, late (asking for accountability) Lisa, our marketing coordinator, ensures we publish quality content...
- #82 Reference slide... Lisa also helps make sure our content is discoverable...
- #83 Reference slide Creating a content engine like spin does require a significant amount of time...
- #84 Reference slide Some people are faster at writing posts than others...
- #85 Hours have been normalized. See there are some outliers. Our posts per year have increased since we started taking spin seriously...
- #86 Notice what happened in 2010 Posts level off because we backed off once a month requirement and set pace at publishing one post per day as a company. Our traffic has followed a similar trend...
- #87 Traffic is up overall, but all content is not created equal...
- #88 Normalized, rounded, logarithmic scale to show outliers. Some posts go off the charts when they trend on Hacker News or Reddit Our traffic sources show the results of our SEO efforts and the quality of our content...
- #89 Reference slide We have achieved the results we desired...
- #90 Reference slide Aggregators: WSJ, developer email blast, Hacker News, Reddit We are now focused on bring more discipline to other content marketing tactics...
- #91 Reference slide Thanks...