Content Strategy for Marketing Success

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    15-Apr-2017

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Content Strategy for Marketing SuccessContent Strategy for Marketing SuccessPeter YorkeCEO, Yorke CommunicationsFebruary 2017@PeterYorkeINWe are a result-driven Content and Digital marketing agency specializing in integrated strategies and planning with complete focus on customer engagement and optimizing conversions.About UsHeadquartered in Bangalore, part of the Adfactors PR Group8 years of content excellence133 happy customersOver 7500 artefacts created250 original collaterals every month30 dedicated writers, designers and digital marketing specialists300+ freelance consultants across India and the globeContent Marketing works!56% of marketers believe that personalized #content promotes higher engagement rates says @IBM#Contentmarketing leaders experience 7.8X more site traffic than non-leaders says @kapost #Contentmarketing costs 62% less than outbound marketing & generates 3x as many leads says @demandmetricHas anything changed?2010Not really2017What do you need to create a successful content marketing strategy?1. Long-term vision and customer focusContent StrategyAll the content that you create has to be folded under a common thought process and clearly articulated visionSimple idea, powerful messageSmall is big and powerfulContent is crucialAccuracy is paramountAudience is diverseMessage sharp and clearYou are servicing customersDont think for a moment that your fellow employees are colleaguesthey are customersThis means.They demand serviceThey have a budget (often time not money)They have high expectationsThey are unforgiving in their criticism2. First impressions count. Focus on your calling cardWebsiteStructured for fresh contentResponsiveClear value proposition articulationYour best calling card (on all devices)Websites are still considered important by marketersImportant considerations:Identification of usersUser expectationsTonality and visual elementsStructure and ContentDesign and TestingImplementation and Launch3. Customize your processResearch and information collectionHighly customized and contextualWhy is content being created?Yorke Communications-Paul Writer Red Book of Content Marketing August 2016Budgets up but feedbackummYorke Communications-Paul Writer Red Book of Content Marketing August 2016Whats the processDelivery = Persona Creation, Research, Writing, Review (including Editing)4. Architecting is more important than writingAnalysis is importantWriting comes naturallyContent generation requires strong architectureYorke Communications-Paul Writer Red Book of Content Marketing August 2016Content developmentArchitecting and writing are two separate activitiesUse resources with the ability to connect trends and thoughtsDont hire content writers but content thinkersYorke Communications-Paul Writer Red Book of Content Marketing August 20165. Strategy must be evaluated based on outcomesLook at outcomesOutcomes will determine the success of the program and your personal success in the organizationShared Services CenterInformation PortalProductionDisseminationPillars of the strategyLong term vision and customer focusFocus on your calling cardCustomize your content processArchitecting is more important than writingStrategy must be evaluated based on outcomesHow do you proceed?Without strategy, content is just stuff. And the world has enough stuff Arjun BasuYou need to create ridiculously good content content that is useful, enjoyable and inspiredAnn HandleyGood content is not storytelling. Its telling your story well.MarketingProfsTap it right, and it keeps on givingA case in point.An innovative service desk product that has customers both globally and in India and has adopted the content marketing route. Since 2015, Yorke Communications has been providing strategic content marketing support to strengthen the companys marketing initiatives.Meet Rohan JoshiCEO and Co-Founder Over 30 years work experience working across industry segmentsOver 20 years in Europe and the Americas in IT leadership roles. Past positions include Head of European Business for Infosys and i-flex.Meet Sudhir Prabhu CTO and Co-Founder Over 20 years experience heading ERP businesses in the US and in India. Past positions include Director-Global Finance Systems at Barclays Global Investors, and Executive Vice President at L&T Infotech.Enabling Customer ServiceRohan Joshi and Sudhir PrabhuConfigurable, scalable and out-of-the-box service desk solutions designed for modern workplaces and teams. Our ProductsDevicesChannelsAdd-OnsSingle Sign-onProjects & tasks collaborationKnowledgeBaseTelephony NMSIntegrationsWorkflowsNotificationsEnterprise Service DeskCustomerSupportBuilt for the Modern EnterpriseQuick Deployment Smart Agent ManagementEnterprises can go livein less than 2 weeks (vs. 3+ months)Customer Service can be deployed in a day (vs. 1 month)Check-in / Check-out , Ticket Limits , Skills , Quiz , Surveys, Knowledge Base to improve performance & satisfaction. Multi Channel Easy integration to enterprise systemsWeb, App, Social Media, Email...Pre built placeholders in the application.Automation Easily ConfigurableCategorizationGroupingAssignmentAdmin module is powerful to configure most of the use casesNotable CustomersWolken has replaced many known brands: e.g. HP , IBM , Zoho, Spark Central & Service Now.1# of Customers using Wolken 20+2# of Support Analysts using Wolken2000+3# tickets flowing through the system5+ Million p.a.4Active CertificationsPink, ITIL>Feedback & RecognitionFlexibility, quick roll out and cost. These were the key evaluation factors for the Service Desk partner. iServiceshub WOWed our team on the day of demo they came back with a live setup on cloud and we had more or less taken a decision by the end of the demo. The Wolken team ensured that the WOW impact did not fizzle out and we launched the GNOC in a matter of 3 months - including interconnect with Zabbix NMS!They have shown the flexibility to remodel flows to suit to our needs and we are implementing more modules in addition to the basic Service Desk.Going forward, iServiceshub will be the backbone of our global operations spanning 59 countires and a larger number of customers.- Prashanth Shenoy, Head of Operations, OnMobile"With the ease of use of our new Wolken Service Desk, we have seen a fivefold increase in the number of tickets submitted. Our IT Support team has also benefited from our new system...resolving tickets at least 50% faster, while keeping the end users very happy." - Alwyn Reyes Igloo Director of IT Winner of Barclays RISE Top 3 at IBM GEP Smart CampContent Marketing efforts(Our efforts so far)Hrishikesh Mandara Halekote ShivannaDirector Digital MarketingYorke Communications@justhrishiThe focus of this phase was to create an online presence for the brand and begin engaging with an online audience using thought-leadership blog posts and social postsThe focus of this phase is to use different forms of content to support the organizations online and offline sales initiatives, and run campaigns to create more brand awareness and engagement Laying the content foundationArchitecting the next phase of content-driven engagement 30+ blog posts13.41% e-book landing page conversion rate1900+ social postsNew WebsiteBlogseBookSocial MediaComplete strategic content marketing supportYorke Communications devised a strategic event marketing plan to increase awareness of Wolken Software during the #Pink16 event.The campaign increased brand reach and engagement by 100% during the event.It generated 35+ quality leads. Content continues to generate leads organically.Thank you

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