Using content to communicate purpose

(and deliver performance)

Brona Banville

Head of Content & Social Strategy APAC, Salesforce

Bobbi Mahlab

Managing Director, Mahlab

Who is Salesforce?

A culture of engaging all stakeholders

Volunteer Hours

3.8M+Grants

$260M+Nonprofits & Education

40K

Putting our values into action

Our objectives

Build the Salesforce brand as:

● The #1 CRM

● A destination workplace (#1 Best Place to Work)

● A brand that has a purpose beyond profit.

How do we measure success?

Blog reach

● Page views

Blog audience growth

● Blog subscriptions

Blog content engagements

● Time on page

● Bounce rates

Social Media audience growth

● Followers

Social Media engagements

● Likes, comments, shares

● Videos views

● Click through rates

Form fills

● Downloading gated

content

● Event registration

Marketing Pipe

Blog Primary metrics

Social Media Primary metrics

Leads Secondary

metrics

Mahlab

Mahlab

Recruitment Marketing Industries

e.g. FinServ, Healthcare

SMB

Internal Comms Marketing Cloud

CXO Team MMGB and Sales

Service Cloud

APAC event audience gen

Trailhead Marketing Customer Success/Advisory

Finding the right partner

Content

Marketing

Team

Background

Before A new way to think

Product-focused content Customer-first approach,

aligning the content with

the audience needs

What no one else

is doing well

What Salesforce

wants to say

What Salesforce’s

audience cares about

What Salesforce has the

authority to talk about

SweetSpotNOW

BEFORE

Finding the sweet spot

Audience-led approach

Articles Blogs Videos Infographics Social

assets

Ebooks/

whitepapers

Shared Paid Earned Owned

Content Types

Influential Distribution Channels

Content Theme

Insights/Audience

Audiences

Segments

CxO Small business Service Sales Marketing IT/Dev

Industries

Financial Services Public Sector Manufacturing Healthcare Retail

Content structure

Content pillars

Blazing

Trails

Artificial

Intelligence

Future of

Work

Customer Driven

Business

Transformation

Trust Responsible

Leadership

Road to 2022

(Trust, Customer Success, Innovation and Equality)

Core Values

Blog

APAC ChannelsInternal comms

Owned Channels

Content

syndication

Third partyPaid Channels

Internal

#Ohana

Blog

SEM

LinkedIn

Elevate

HIGHLIGHTS

● 1,500+ social media

engagements,

24,319 impressions and

267 clicks

● Content was top

contributors of leads and

marketing pipe

Audience:

CxO

Industry:

Financial Services

Content Pillar:

TrustBlogs

Social media assets

Infographic

Pre-event Post-eventDuring the event

Supporting major events with content HIGHLIGHTS

● Trended #1 on Twitter in

Australia

● Top performing blog and

infographic

● 1.6M Impressions, 20K

Engagements

Making content work hard

ANZ blog Infographic

Google Display

ads

Internal comms

Running like a brand newsroom

25 Feb 2019

PUBLISH DATE

TOPIC CTA STATUSDETAILS CHANNEL FORMAT FUNNEL POSITION

PERSONAS CONTENT PILLAR

SEO KEYWORDS

The top 5 things you need for long-term success in sales

The age of the empowered consumer is here and causing major shifts in the sales landscape. Give sales advice to achieve long-term success.

ANZ Blog Blog articleSales teams, all levels

Top of funnel

Artificial Intelligence, Customer-driven business transformation

Customer experience, sales, sales strategies

Register for the Sydney World Tour

Live

419% increase in ANZ

blog visits

2204%increase in EDM

subscribers8560%

increase in form

fills

184% increase social

media audiences

Results (since 2016)

What’s next?

Deliver value, not quantity!

Experiment with new content formats

APAC growth – India and ASEAN expansion

Focus on employee advocacy

Questions?