campaigns are dead - long live content

Campaigns are dead - long live content.

John Watton, CMO, ShipServ11 November, 2010

I will cover…

• A bit about me• A bit about ShipServ• Campaigns• What we’ve done• 6 recommendations

A bit about ShipServ

• E-marketplace. $3.3bn in spending power• Connect buyers & sellers of commercial ship

supplies• Flexible monetisation model

– Some Freemium elements– Buyer Subscriptions– Seller listings and advertisements

• Go-to-market approach– Regional Field sales (10+)– Philippines-based telesales team (60+)

The tradition…

Based on

• Big ideas• Orchestrating execution within a certain

timescale• Fiscal years • Broadcast• Creative led• Switch on / switch off• Execution when its convenient for

marketing (i.e. us)

What’s changed

• Continual conversation vs. broadcast• Its more expensive to delete than create• Consumers now take part in lots of small acts

(like sharing, liking and rating content) • Success is about leveraging an eco-system that

engenders many little big ideas, that cumulatively create something truly unique and special

• The customer owns the timing

What’s needed

• Always-on mindset• A “living” content platform• A nurturing approach to generating leads• Campaigns = themes• Consistency• Content-led

Your showcase

Data Platform

Content &Distribution

Social Sharing

The tools of the trade

Creating the right content

• Has to pass a higher bar than ever before• What passes that test?

– Information that a buyer believes will• Save a fortune• Make a fortune• Keep him in his job• Keep him out of jail

Getting more “2.0”

FROM• Impersonal• Shout• Sell• Persuade• Instruct• Product Vendor• Promote

TO• Personality• Listen• Nurture• Participate• Inspire• Trusted service• Entertain

From “We USE ShipServ” to “We’re MEMBERS OF ShipServ”

Our content marketing plan v1.0

• Content and micro-content around calendared themes• Promote and distribute the content through low cost online

media – especially social media like LinkedIn and feeding the Twitter account with blog posts, social releases, etc.

• SEO keyword planning and site and landing page optimization

• Creating a LinkedIn Group as a community hub and encouraging membership

• Exploitation of five other maritime groups on LinkedIn (who together have over 11,000 members)

• Viral videos to lighten the conversation• Marketo lead nurturing and lead scoring to track visitor

behaviour and create sales-ready leads

Our content marketing plan v2.0

• Started with big themes• PLUS quickly incorporated

– Short company news & updates– Pimping our own content– “Bigging up” customers, partners, etc – “Come and meet us”– “Hey we’re people just like you”

Publish once. Distribute many.

twitter

facebook

“Splash and drip” – using content to nurture leads

Month 1 Month 2

Tip #1 ……Tip #2………#3……...#4…...…#5…...…#6…..…#7….…#8..…..Tip #9

Month 12

12 month campaign

Promotion & download

Newsletter

Lead nurturingLead scoringSales intelligence

Sfdc Win report

Always on

Thought Leadership

1972901182

Solutions Overview

Downloads Piece

Product Overview

Visits web page

Pass to Sales

RequestsCallback

Meet Rex

Sfdc Win report

Adapt & extend

Thought Leadership

Solutions Overview

Downloads Piece

Product Overview

Visits web page

Pass to Sales

RequestsCallBack

The benefits

• Speed – to respond to timely stuff• Informality – lets us be more human• Engagement – elicits comment & feedback• Connectedness – ease of linking to (and co-

opting) anything on the web• Social Media fodder – something to tweet or link

to from LinkedIn, etc• SEO mojo

6,406 people have read our blog in 12 months

6 recommendations

1. Think long term

2. Go micro

3. Leave your (digital) fingerprints everywhere

4. Get into a routine

5. Re-pimp your content

6. Be consistent

Thank You

jwatton@shipserv.com / @jwatton

campaigns are dead - long live content

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