GATED CONTENT – DISCRIMINATION OR EFFECTIVE LEAD ACQUISITION?

04 October 2017

The quality of business marketing materials is often measured by their popularity. But is the a large number of viewers or readers really the best campaign goal?

Content marketing is here to stay. More and more companies are investing in the production of engaging content and wonder what format it would be worth publishing. The choice of the format depends on both the material and the audience. Ebooks, white papers, slide shows, videos, webinars, and many other content formats bring depth to the company’s marketing materials and provide the user with information about the matter itself and about the problems that the company’s products and services solve. Versatile and knowledgeable content builds  brand image and position for the company and its products.

Content quality is often measured by their popularity, i.e. how often a document is viewed, read or downloaded. The ebook producer’s ego get wings when one’s own publication gets hundreds or even thousands of downloads. Often, the content produced by different teams is likewise compared by the number of downloads they receive. The one who wins is the one who reaches the broadest audience. But was that a real business goal?

Aiming for high quality leads (not anonymous uploaders)

Content marketing and production of leads meet when a user has to fill in a form to get content downloaded. In recent weeks I have had several debates about whether downloadable materials locked behind the form, or in our office language: “gating”. The truth is that gating can half the readership, which of course does not warm the content producer’s life. The other side of the coin is, however, that collecting contact information on the form increases the contact register and allows the lead redining. Personally, I consider 100 leads more precious than one thousand anonymous downloaders.

According to the Marketing Automation Trends for Success study, the increase in the number of leads (68%) and the improvement of lead refining (60%) are the main goals of the best marketers. As soon as the next list increases, sales increase. With the same companies, the most important measure is the conversions (58%) that arise when the contact moves from the sales line from step to next.

Don’t make downloading too laborious

To maximize form fills, it is worth minimizing the number of fields to fill. According to studies, 90% of the entry form fills the first required field, most often the e-mail address. The name field drops 15 % from the process, company name 11% more, and so on. Here again, “less is more” – commit first and ask more as the relationship develops. It is also worth bearing in mind the GDPR that comes into force in 2018 and request the visitor for the famous marketing permission.

Content is strategically distributed to the TOFU, MOFU and BOFU content. Top-of-Funnel content builds awareness and positions the business. The main task of TOFU content is to attract interest and are often visual in format, such as infographic or animation. MOFU and BOFU content provide valuable information about the subject. From the information they contain, the user is willing to “pay” by providing information about themselves. The thumb rule is that the more you move towards the sales the more content is gated behind a form because the user’s interest rate rises and the commitment increases. When the content is relevant to the recipient, requesting contact information is not considered distracting. Again, the keyword is relevant – the content quality and the correct targeting are crucial.

Summa Summarum, when the goal of marketing is cost-effective lead production, content downloads should be placed behind the form.

CONTENT MARKETING MULTI-TOOL FOR PUBLISHERS

29 May 2017

Oracle Content Marketing Cloud makes large scale, multi-channel publishing a snap. Oracle Content Marketing Cloud, previously Compendium, is meant for co-ordinating large-scale, multi-channel marketing operations. The program concept is based on 5 P’s (Plan, Produce, Publish, Promote and Prove).

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For example, a marketing manager may order certain kinds of content from her producers, using a pre-defined workflow including scheduled production and approval steps, and the content can be published automatically. Each content type can have its own workflows and user roles associated. Content types can be created on-demand easily.

The publishing engine includes:

  • A blog hosting platform with a powerful template setup for managing one or many blogs
  • Social media content promoting (LinkedIn, Twitter and Facebook)
  • Integrations to marketing automation systems (Eloqua, Responsys and Salesforce Marketing Cloud) for email and landing page content
  • WordPress publishing
  • Content channels, intranet-like central repository for all sales materials, PDFs, charts, product image banks, ad-banners etc.
  • Very good APIs for custom integrations

The app has an SEO keyword optimizing helper and it supports buyer personas with individual customer journeys. It also integrates with translation services like Lionbridge. A marketing calendar makes orchestration of large campaigns manageable. The built-in analytics portal follows the production process and audience engagement in detail and as a whole.

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Due to flexible, built-in integration capabilities, the content production process can be managed using just one dedicated application. Because content production usually involves co-operation between a company’s own employees, contractors and partners, it is good that they only need to learn one single, shared application.

Oracle Content Marketing Cloud is meant for large, multi-lingual companies with high publishing needs that already use marketing automation. Having a well-defined content strategy is also mandatory. Our certified specialists will gladly help you with implementation!

Markku Alikoski

B2B MARKETING AND SALES

20 March 2017

In the first half of March we had the pleasure of attending the B2B Marketing and Sales meeting held at Oracle headquarters. The subject of the meeting was a B2B marketing communication strategy based on a content tree and a marketing automation class system based on Eloqua.

After the first presentation that focused on the content matrix and the content tree, the whole meeting was transformed into a very energetic and interesting discussion. We talked about the importance of creating precise content for specific audience groups, matching the content to the person, phases of the buying cycle, buying context in which the customer is located and the benefits of using so-called content tree that helps you understand the context better in which a potential customer and content consumer are embedded. In the second part of the discussion we focused on Marketing Automation. We emphasized the importance of creating a content strategy that should precede the MA implementation. We have also addressed issues such as the “content trap” in terms of exclusion of contacts that are not potential customers and who is the actual persona. We are already looking forward to another B2B Marketing and Sales event :)

INTERNATIONAL COOPERATION

27 October 2016

Our international cooperation with Ark Communication from Belgium and ID BBN from Finland features a number of projects in the area of marketing automation and a broad range of topics in the area of digital marketing. Our partner from Finland – ID BBN, is an award-winning advertising agency specialising in marketing automation. In their own words, they “produce results, measurable results”! ID BBN includes over 30 experts who combine strategic thinking, creativity and technological know-how. Ark Communication, our Belgian partner is an expert in effective and creative comprehensive marketing and communication campaigns. As they themselves say “At Ark, we like to invest in innovations we believe in” – which is why the chief part of their action focuses on the development and optimisation of marketing automation and content marketing. Together with our partners, we combine specialist expert knowledge with state-of-the-art technology, thanks to which companies we support gain customers, increase sales and achieve higher ROI.

Contact us here