Derivative Content Model PDF

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Derivative Content Model by Kapost
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A KAPOST WHITE PAPER

The Derivative Content Model How to Produce the Right Content for the Right Context at Scale

Table of Contents Making “The Right Content for the Right Customer at the Right Time” a reality . . 3 Example of an Integrated Initiative through Repurposing Content . . . . . . . . . . . . . . 7 The Market Dimensions of Securita ....................................................................7 The Securita Derivative Content Initiative ......................................................... 10 Securita Roles & Responsibilities ...................................................................... 26

Building Your Content Operation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

2

MAKING

“the right content for the right customer at the right time” A REALITY

Marketers recognize the great challenge of their time is to deliver the right content to the right customer at the right time. The digital era has empowered buyers, and vendors must respond with a customer experience that is always delivering an optimally tailored message. Marketers look to create messages across multiple dimensions depicting who the customer is and where they are on their journey. This includes:

Delivering the right content to the right customer at the right time requires planning and producing content for all combinations of these various dimensions. A combination of two dimensions is commonly visualized in a persona and buying stage matrix: STAGE

PERSONA 1

PERSONA 2

PERSONA 3

STAGE 1

Context 1

Context 2

Context 3

STAGE 2

Context 4

Context 5

Context 6

STAGE 3

Context 7

Context 8

Context 9

The intersection of two dimensions is called a context. Two dimensions (personas and buying stages) with three items each means 3 x 3 = 9 content contexts. 3

The Derivative Content Model: How to Produce the Right Content for the Right Context at Scale

Now, let’s consider all six dimensions—the bulleted list above. Imagine each dimension averages four items (e.g. four products or four buying stages), which is still a conservative number. To provide the right content for the right customer at the right time, that would be 46 combinations—or 4,096 contexts that need to be satisfied! For every marketing campaign, marketing must produce content with more than 4,000 contexts to reach the right content, right customer, right time goal. How can marketing ever meet this content challenge in the digital era? Marketing is going content crazy. SiriusDecisions’ “Calculating the True Cost of Content” explains how the average B2B marketer is spending about half of their time creating content.

. Despite their efforts,

What should we do? Try harder? That’s the path most marketers are going down as they increase their investment in content and use project management techniques borrowed from IT to optimize output from their content resources. Instead of trying harder to win a losing game, marketers need to change the rules. Right now, marketers are continuing to produce content. Not only are they failing to produce enough of the right content, but the chaos of their efforts is resulting in an incoherent customer experience that damages conversion rates. The Salesforce report, “The 2015 State of B2B Marketing,” explains how “digital channels and data points have been accumulating at breakneck speed ... Marketers have scarcely had a moment to make sense of it all with a single big idea that ties everything together.”

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. But how? In order to have the right content for the right

In order to increase conversion and accelerate revenue, marketers must produce content for each relevant context...

produced for all market dimensions, including:

→

PERSONA

→

BUYING STAGE

→

SEGMENT

→

PRODUCT

→

GEOGRAPHY

→

CHANNEL

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

The intersection of one or more dimensions is a context ...and ensure that message is aligned across contexts

Dimension X A

B

C

Dimension Y

3

2

A CONTEXT

1

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

What’s the new rule so marketing can win? Specifically, this approach, which we like to call the Derivative Content Model, focuses on a small number of campaigns or initiatives that centers around a core content asset or pillar. The asset is then reused and repurposed to satisfy all of the necessary contexts defined by market dimen-sions—persona, channel, geography, etc—to achieve the right content for the right context at scale. . Instead of a customer experience composed of inconsistent messaging, the customer encounters a coherent set of messages across touchpoints— boosting conversion at scale. 5

Status Quo APPROACH Marketing creates content silo by silo...

RESULT ...resulting in gaps in coverage across contexts and misaligned messages between them

Corp. Comm Silo Dem. Gen. Silo CONTENT

Prod. Line 1 Silo CONTENT

CONTENT

Prod. Line 2 Silo CONTENT

Geo X Silo Geo Y Silo

CONTENT

Revenue growth suffers...

The New Way: The Derivative Content Model APPROACH

RESULT ...resulting in full coverage across contexts and consistent messages between them—achieving scale.

core content material, and then repurposes it for each context...

P UR R EP

E OS

Content Operation RE

PU RP

OS E

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

Revenue growth accelerates

Kapost has been advocating for the derivative content, or “pillar” approach for many years. So have marketing leaders like Jason Miller and Rebecca Lieb. SiriusDecisions has also made this approach the heart of its content and campaign best practices.

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It states that its “SiriusDecisions Content Model encourages organizations to increase content quality while potentially decreasing quantity,” and affirms that at the campaign level, marketing should “consolidate its marketing efforts into a smaller number of integrated campaigns.” SiriusDecisions describes this transition as going from the “Activity Approach: Execute as many marketing tactics as possible with available resources,” to the “Campaign Approach: Integrate marketing activities into a balanced cadence of programs.” At the heart of this strategy is repurposing core material to cover all of marketing’s target dimensions: “The high-level campaign theme is then adapted downward in a cascading manner into campaign subsets.” SiriusDecisions research has found organizations who take this approach produce a more effective customer experience that boosts performance. More specifically, customers who have implemented integrated campaigns have seen performance improvements in a number of areas. Here’s one real-life example of these performance improvements: →

20% lift in Marketing Inquiries (i.e. leads)

→

250% lift in Conversion Rates (Inquiry to TQL)

→

22% lift in Marketing-sourced pipeline

There have been many advocates for this derivative content, or repurposing strategy, and Kapost has been prescriptive in explaining how to implement it. Having worked on this for years, leading hundreds of the world’s leading B2B marketers through this transformation, Kapost is now providing this updated guide, which offers how to put repurposing into practice.

Example of an Integrated Initiative through the Derivative Content Model The Market Dimensions of Securita Securita is a (fictitious) market-leading provider of security software that offers a security compliance platform. Securita’s marketing team has embraced the digital revolution and multiplied the channels through which it reaches the buyer, growing its set of supporting technology tools and specialized marketing functions.

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Securita’s CMO has stepped up to a marketing qualified leads quote to deliver to the sales team, which requires content to drive prospects across all stages of the funnel. Securita is producing all sorts of content types, team-wide, to support this initiative. Many marketers at Securita feel they produce more content than they can use, with much going to waste. Even after initial success at digital, Securita has struggled to meet lead and revenue targets. After consulting SiriusDecisions and other thought-leaders, their CMO concludes that delivering the right content to the right customer at the right time must become the focus to turn around lead and revenue performance. A derivative content approach will ensure content is being produced efficiently and delivered effectively and consistently across the buyer’s journey. To deliver the right content to the right customer at the right time, achieving scale across contexts, Securita is looking to produce on-message assets across the following market dimensions:

Channel Securita has expanded its approach to serve the following channels: →

Blog

→

Website

→

Video

→

Email

→

Webinar

→

Sales

→

Slideshare

→

Implementation

Securita has found customers want to interact in a multitude of ways across many different channels, and they succeed when they reach their customers across all of them.

Persona Securita has two primary customer personas: →

CIO

→

Director of Security

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The CIO is the major decision-maker who will ultimately decide on the purchase. But the Director of Security is a significant influencer, managing the system post-sale. Securita needs to speak specifically to each of these personas in its customer experience.

Buying Stage Securita manages four stages in its buyer journey: →

Awareness: Becoming aware of the need

→

Consideration: Considering solutions but not ready to buy

→

Decision: Actively making a purchase decision

→

Adoption / Upsell: Adopting Securita and being upsold on other products

Securita must tailor its content for each of these stages.

Segment Securtia principally sells to two segments: →

Retail

→

Finance

These segments need to be addressed around their specific needs, which requires customer proof points from their segment.

Language / Region Securita operates in four major regions and languages around the world: →

North America / UK

→

France

→

Germany

→

Japan

Content must be localized and translated appropriately for each region.

Product Securita has two major product lines: →

Compliance

→

Fraud

Compliance is its flagship product. Fraud is an add-on that Securita is trying to upsell to its current base. 9

How can Securita produce enough content to cover all of these market dimensions? And how can they do it in a way to stay on message across touch points? The answer: Utilizing the derivative content model predicated on repurposing content.

Securita’s Derivative Content Initiative The Initiative Message & Objective The initiative Securita’s CMO chooses to focus on is “The CIO Guide to Security Compliance,” named after the title of the eBook which is the centerpiece of the initiative. The initiative serves to deliver the following core message to Securita’s prospects and customers:

IT Security has grown ever more complex. Now IT requires an array of solutions to protect against the variety of threats to its business. It needs a deliberate and organized approach to managing its security portfolio across tools and vendors, as most security failures are a function of poor management—not a lack of tools. IT requires a security compliance process that holistically manages the security portfolio across all stages of the compliance lifecycle: assess, plan, implement, and monitor.

The Securita security compliance platform enables IT to build and operate an effective security compliance process. Securita is the leading platform in its class for protecting the IT infrastructure of retail and financial firms. The objective of the initiative is to: →

Deliver this message appropriately, consistently, and effectively across Securita’s market dimensions (i.e. deliver the right content for the right context at scale): → Channel → Persona → Buying stage → Segment

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→ Language/region → Product →

Efficiently achieve the above objective with Securita’s limited resources by repurposing content through the derivative content model.

Initiative Phases The entire initiative will run for ten months, with four months of prior production time, for a total duration of 14 months. It’s broken into the following phases: In Phase 1, the content for the CIO persona across all buying stages for the compliance product in North America and the UK will be produced and published. Phase 2 will publish the content for the Director of Security persona for the same geography, stages, and product. Phase 3 will add the fraud product for the adoption and upsell stage. Phase 4 will cover non-English speaking regions.

PHASE

PERSONA

BUYING STAGE

LANGUAGE / REGION

PRODUCT

1

CIO

All

NA + UK

Compliance

2

Director of Security

All

NA + UK

Compliance

3

All

Adoption

NA + UK

Fraud

4

All

All

Others

All

Production

Distribution

11

1

2

3

4

Both

5

6

MONTH 7 8 9

10

11 12 13 14

Phase 1 The Derivative Content Process The repurpose process begins with initial customer and expert interviews, which cascades to produce over 60 assets in Phase 1. Here’s a map of the process: The following sections will detail all the repurpose steps in Phase 1.

7 Interviews

9 Videos 5 Blogs: testimonials

5 Emails

1 eBook

16 Blogs: Leadership

5 Emails

1 Webinar

2 Videos 1 Slideshare

1 Implementation 2 Sales Assets

2 Sales Assets

ORIGINAL INTERVIEWS The initiative production begins with the interview raw materials. For the initiative, five customers and two industry experts are interviewed. In the spirit of a derivative content approach, the interview asks the customers both testimonial-prompting questions (i.e. the benefits of Securita) and thought-leadership questions (i.e. best practices the customer uses). Blending the two is a great 12

approach to elicit responses, as customers are far more likely to participate in a thought-leadership exercise (i.e. that gives fame to their work) than a traditional case study. In the spirit of integration, these interviews are video recorded for use in a new medium. DERIVATIONS FROM INTERVIEWS With the interviews complete, the eBook can be produced. The eBook is the central asset of the entire campaign, conveying the campaign message in a long and detailed format. Such an asset runs 10-30 pages in length. Here’s the outline: →

Introduction

→

Mounting Security Complexity

→

The Costs of Security Chaos – Spotlight: Willis – Spotlight: Lloyd’s of London – Spotlight: Home Depot – Spotlight: Wells Fargo

→

Creating a Security Compliance Process – Security Compliance Board – Spotlight: USAA – Security Compliance Lifecycle – Assess – Spotlight: Kohl’s – Plan – Spotlight: REI – Implement – Spotlight: Payless Shoes – Monitor – Spotlight: Bank of the West

CONCLUSION The eBook talks about the security compliance problems that IT is facing and then outlines a best-practice solution with real-world IT stories (from Securita customers) interspersed. While this document does not specifically promote Securita’s solution, it’s intended as a thought-leadership piece. The critical best 13

practice factors are mapped to the differentiators in Securita’s product. In this way, the message is aligned: What the buyer learns as the key needs early in the process become the key value of the product Securita sells later in the process. A series of videos are also derived from the interviews: videos of customers and experts providing thought-leadership best practices and customers providing testimonial proof points around Securita’s solutions. The testimonials from the interviews were not included in the eBook (as the eBook is a thought-leadership piece) but rather turned into standalone case studies published in the web channel. Here is a table of the assets derived from the interviews and their coverage of market dimensions: TITLE

BUYING STAGE

CHANNEL

PERSONA

eBook: The CIO Guide to Security Compliance

blog/web

CIO

Awareness

Securita Testimonial: USAA

blog/web

CIO

Securita Testimonial: Kohls

blog/web

Securita Testimonial: REI

GEOGRAPHY

PRODUCT

all

N. Amer. / UK

Compliance

Decision

finance

N. Amer. / UK

Compliance

CIO

Decision

retail

N. Amer. / UK

Compliance

blog/web

CIO

Decision

retail

N. Amer. / UK

Compliance

Securita Testimonial: Payless Shoes

blog/web

CIO

Decision

retail

N. Amer. / UK

Compliance

Securita Testimonial: Bank of the West

blog/web

CIO

Decision

finance

N. Amer. / UK

Compliance

The Costs of Security Chaos: Insurer’s Perspective

video

CIO

Awareness

all

N. Amer. / UK

Compliance

Spotlight on Process: USAA

video

CIO

Awareness

finance

N. Amer. / UK

Compliance

Spotlight on Process: Kohls

video

CIO

Awareness

retail

N. Amer. / UK

Compliance

Spotlight on Process: REI

video

...