CMO Club Summit Roundtable Recap. B2B Content: Rethinking the Whole Damn Thing

Educational Marketing. “You have to “teach” to earn the right to engage with your prospects and ultimately for you to win. Teaching becomes a mindset in branding. As much as you’re driving demand in your revenue cycle, you’re also building brand by teaching.”

CMO Club Fall, 2018 Summit Breakouts

 Drew Neisser, CEO, Renegade, 
Chandar Pattabhiram, CMO, Coupa Software, and 
Tanika Vital-Pringle, Head of Brands, Shell Polymers

 

Key takeaways

 

  • Educational Marketing. “You have to “teach” to earn the right to engage with your prospects and ultimately for you to win. Teaching becomes a mindset in branding. As much as you’re driving demand in your revenue cycle, you’re also building brand by teaching.”
  • The 4-1-1 Rule. “For every six pieces of content, four need to be purely educational, one needs to be semi-educational (content that is about the product, but also about customer value,) and one solely about the product you are offering.”
  • The Venn Diagram. “The difference between what you want to say, and what’s relevant and meaningful to the customer. Learn how to streamline your content to what’s relevant RIGHT NOW.”
  • Un-gate your content in the TOP of the funnel. “You can gate later, at the bottom of the funnel.”
  • The philosophy of R.O.C.I. (Return on Content Investment.) “What is that money giving you? Look at every strategic content investment you make, both from the return on it, as well as the engagement generated.”
  • You can’t just create content. You have to have a story. “At Shell, we partnered with the U.N. on an initiative to address the problem of using solid fuels for cooking. I traveled to Nairobi, Kenya to walk in the shoes of those people and bring back that story. We partnered with media over multiple platforms and well as social entrepreneurs across the globe to bring awareness to a serious problem that engaged our target audience, Energy Engaged Millennials. Understanding the problem at hand created the content.
  • The BHAG Model (Big, Hairy, Audacious Goal.) 1. Pear-down on your company’s values to what matters most. 2. Land on a short visionary statement. 3. Land on a purpose. Why do you exist? Following the BHAG model helps frame everything in a simple way, making it easier to bring agencies on to do what is needed.
  • The real problems with content marketing is not tactical, but strategy. “If you say “Thought Leadership” is a goal, you’re setting yourself up to be the hero of your own story.”
  • Don’t become a slave to your content calendar. “Putting out stuff every week that just doesn’t cut it doesn’t make sense. How do you decide what’s good enough? Ask yourself “would I share this with my Chairman of the Board or any other Board members? Would I send this to my best customer?” If it doesn’t meet that test, you’ve already answered the question of “quality vs. quantity.”
  • Stated “Pain-Points” are potentially a trap. “If your customers are stating the pain points and sharing them publicly, chances are your competitors are identifying them too, and you’re just mapping to that. The goal is to discover a pain-point that they are NOT stating, one that you are uniquely capable of solving.”
  • If you create content that is of value to your customers, there’s a pretty good chance it will have value for your prospects. Start there.
  • Make sure your content is “insight-driven.” “Reframe the conversation to make the customer rethink. That’s what Marketing does.”
  • Don’t recycle content that you can find on Google.
  • Ask yourself “Is the content “additive?” Does it add to the larger story? Is it Sharable? Would you share it with your employees, and would your employees share it with their customers? Is it remarkable?”
Drew Neisser speaks at B2B Content Breakout Session.
Drew Neisser speaks at B2B Content Breakout Session.