Just because you can doesn t mean you should

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Just because you can…

doesn’t mean you should

Content marketing survival tips

Jonathan Copulsky

Chief Content Officer, Deloitte LLP

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• Understand the role that content marketing can

play in creating a powerful brand

• Identify what it takes to build and sustain a

compelling content marketing program

• Discover engaging platforms for connecting your

content with customers

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71%

of marketers intended

to increase their content

marketing budgets in 2015.

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69%

of marketers are

creating more content now than

they did one year ago and

70%

of B2B marketers will

be creating even more content

this coming year.

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More than

27 million

pieces of content are being

shared each day.

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Over

90%

of companies

invest in content marketing, but

less than

10%

view it as

significantly effective.

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Great brands have shared their stories for centuries

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Great brand stories come in many forms. . .

https://www.youtube.com/watch?v=E8sxwK2pJI4

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DETERMINE CHANNELS

Establish channels best

suited for content and

audience

PLAN

• Identify goals

• Document your

strategy

DEVELOP

CONTENT

Create content with

target audience in

mind

TARGET AUDIENCE

Specify the intended

audience (e.g., role,

industry)

PUBLISH / DEPLOY

• Share content via

channels

• Consider internal and

external audiences

MEASURE

Determine what

is working

CURATE

Organize and

house content

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Deloitte’s approach to content marketing

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What is thought leadership?

Thought leadership allows an organization to frame its

business capabilities, expertise, and intellectual capital in

the context of business issues that matter to clients,

prospects, talent, and other important stakeholders.

More than marketing collateral

Value-added content

Standalone value

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What’s the value of thought leadership?

Relationships

Revenue

Reputation

Shapes a firm’s brand and reputation

Builds and enhances the value of a firm’s

client relationships

Drives revenue by putting the firm in

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In today's

information-flooded world, the

scarcest resource is

attention, not ideas or

talent.

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We suffered from this

problem in spades –

high spend, low ratings,

internal and external

feedback that we’re not

known for our insights.

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Relevant

• Clear point of view

• Action-oriented

Credible

• Anchored in research and

experience

• Authored by reputable and

credentialed practitioners

Practical

• Compelling formats

• Accessible/digestible

• Novel

• Well-written

Appealing

Deloitte clients expect content that is:

- Targeted to specific audiences

- Linked to business issues that matter

- Written with a clear point of view

- Action-oriented

- Anchored in research and experience

- Authored by reputable and credentialed practitioners

- Presented in a compelling format

- Well-written and novel

Relevant

Practical

Credible

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Our quantity overwhelmed our quality

2,850

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It took

us so

long to

publish

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Deloitte’s thoughtware strategy

Improve quality

Focus on key issues

Create a new publishing platform

Collaborate relentlessly

Measure what matters

Test and learn

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27 Improve quality

• Novelty: The potential for

thoughtware to augment the existing

literature and intellectual

conversation on specific issue.

• Validity: The logical cohesiveness

and analytical rigor of thought

leadership as reflected by the

various research methodologies

used.

• Utility: The degree to which readers

are able to act on what they read.

• Voice: The degree to which a

thoughtware’s structure, length, and

tone are appropriate to the topic,

audience, and objectives.

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Focus on key issues

Content topics for expanded campaign could include:

 Digital transformation - pushing end-to-end capability

 Industry leadership with FSI/Banking, Life Sciences,

Automotive (e.g., Future of Mobility) content

 Global connections – pushing our scale and reach

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Imprint

Colophon

Visual identity

Brand

Curation

Create a new publishing platform

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Media Hits

Engagement

Reach

• People reached (e.g., social media reach, website

hits, clicks from posts and tweets, reach of media)

• Readers (e.g., book sales, downloads)

• Interviews

• Media mentions (e.g., TV, articles)

• Likes and shares

• Client conversations

• Opportunities identified

Reviews

• Ratings and reviews

• Recommendations

• Recognition and awards

• Speaking engagements

• Success stories/anecdotes

Share of Voice

• Percentage of mentions vs. competitors

• Percentage of reach and engagement vs. competitors

• Rankings and reviews vs. competitors

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Test and learn

MOOC – 3D opportunity: The course on

additive manufacturing for business leaders

AMBASSADOR

PROGRAM

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We are making great progress

146k+ page views

29k SlideShare views

13k video views

196k+ page views

80 media placements

~3M impressions

50k page views

17 media placements

30M impressions

#18

in 2010

#1

in 2015

#1 Business Book

on Globe and Mail

34M+ media

impressions

2k+ mentions

Axiom award

Small Business

Book award

8 top book lists

147M+ media reach

40M+ social reach

Improved

Ratings

High Audience Engagement

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Innovative Delivery Platforms

Significant Client Interactions

Branding Linkages

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35 We are making great progress

#2 Overall

Source for Consulting

publishes 2

nd

_annual

study on the impact

and distribution of

thought leadership

#2 Choice

#2 Impact

#2 Consumption

respondents read

thought leadership from

Deloitte in the last 12

months

July 2015 research study shows Deloitte #2 in Impact of Thought Leadership

respondents would

choose to read

Deloitte thought

leadership over others

respondents said they

read thought leadership by

Deloitte and it had a

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36

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Industry-Aligned Eminence

Campaigns take our eminence from scattershot to

focused and increase our impact in the marketplace

Leading collection on DU Press

30,000+ hours of external interaction

Internal and External Collaboration

Significant Client Interactions

Massive Open Online Course (MOOC)

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Internal and external collaboration improves content

and reach

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Campaign Components

Campaign content is delivered via traditional and

innovative formats and channels

MOOC

Blogs

Infographic

Video

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41 The AM MOOC broke new ground for Deloitte

thought leadership

• First ever massive open online course

(MOOC) offered by a professional

services firm

• Partnerships accelerated progress,

reduced costs, enhanced content, and

expanded reach

• 12,000+ people registered from 73

countries; above average course

completion rates

Course quality “in the top 5%” of all MOOCs

Co-founder Amin Saberi

Winner: Other Digital Marketing Tools

Podcast, Video Webinar, Wiki

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Campaign Components

Campaigns drive significant client interactions. . .

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43 And position Deloitte to help shape how leaders

think about important issues

• America Makes is the most influential U.S. public-private partnership for

advancing additive manufacturing; Deloitte is the only professional services

firm that is a platinum sponsor of America Makes

• Deloitte partnered with America Makes on the AM MOOC, thereby enriching

the quality and credibility of the course and solidifying our relationship with

America Makes

• Deloitte is now the only professional services company serving in these

capacities – an unprecedented opportunity to grow mindshare and market

share in AM

‒ Access potential clients

‒ Promote insights

‒ Influence the evolution of AM technology

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What we’ve learned over the past four years:

1. Find your

voice

2. Experiment

endlessly, but

test

rigorously

3. Collaborate

relentlessly

4. Win hearts and minds with a

campaign

mindset

5. Creative

and

content quality

both matter

6. “Go to school” on the

competition

7. Outsource

insights at your own risk

8. Never yield when it comes to

quality

9. Deploy

, deploy, deploy

10. Don’t add to the

noise

; just because you can,

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About Deloitte

Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/aboutfor a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.