My friend Amy Higgins, Head of Content Marketing for Zozi, was our special guest for this week’s #ContentChat, where she shared her tips for getting executive buy-in for your content marketing innovation efforts. Note: this recap was originally published on the now defunct Storify platform so formatting is not the same as our current recaps.
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7/18 Content Chat Recap: Making the Case for Content Marketing Innovation
How do you define innovation when it comes to content marketing initiatives? #ContentChat
- Hi everyone! I define “Innovative Content” as next level content marketing. How do you define it? #contentchat
- Glad to be here for another #ContentChat I’m the Digital Marketing Analyst @8020Inc I’m here to help represent manufacturing marketers
- Pam Hughes, non-profit comms pro. I think innovation comes from using each platform to its real, native strength. #contentchat
- Content marketing innovation = the process of continuously expanding and growing through education and unique implementation. #contentchat
- Innovation to us is redefining content in a way that keeps people engaged & wanting more! #contentchat
- @amywhiggins /raises hand. I’m Erika Heald, content marketing consultant and your #ContentChat moderator.
- I define #contentmarketing innovation as finding new formats and venues for sharing your story with your community. #ContentChat
- Hi, my name is Gary & I define innovative content as content that finds untapped ways to immerse/evoke action from consumers
#ContentChat - Innovative content? I guess it would be any way you can answer questions/share info in different but compelling way. #contentchat
- I’m Eliza, romance author. Innovation for content is something left to what others in my biz are doing. #ContentChat https://twitter.com/SFerika/status/755115425680257024 …
- I think innovation is putting the realness back into content. #contentchat
- Howdy everyone. NV based marketing think tank here. Innovation means going beyond what’s the norm and improving on it #contentchat
- Q1: Have you found it to be difficult in your organizations to get support for innovative content marketing initiatives? #ContentChat
- @SFerika You have to leave some wiggle room to play. Or be creative and do it for zero to low cost. Innovation is w/in urself #ContentChat
- A1 Nyet. I work at an innovation design consultancy @_Continuum & my manager’s quite open-minded. Innovation ain’t a problem. #contentchat
- A1: Many companies think they’re already doing content marketing because they’re already creating all sorts of content #contentchat
- A1: The resistance is creating a strategic, customer-centric approach to content mktg that’s not always talking about product #contentchat
- A1: Absolutely. Often companies are risk averse because they have a (justified) fear of failure.
#ContentChat - A1b: Co.’s tend to forget, even the successful ones, high risk :: high reward. That’s how many BIG co.’s got to where they are
#ContentChat - A1c: Thus, it is necessary for co.’s to remember that attempting new, interesting, compelling content is important to consumers
#ContentChat - A1: It is easier when new ideas have a traditional marketing analog #ContentChat
- @SFerika A1: Working as a team can be hard at times, but we all have to take a step back and reevaluate which idea is best. #ContentChat
- A1: Risk is scary for some organizations. Start small when you encounter resistance. #ContentChat https://twitter.com/SFerika/status/755116792725372928 …
- @Barnes_Phil Ah…generational gap. Both in age and experience. #ContentChat
- I believe that it comes down to peoples ability to acknowledge when they represent that gap. #ContentChat https://twitter.com/amywhiggins/status/755118669957435393 …
- @Barnes_Phil People are usually timid to admit there’s a gap in their own knowledge. I find presenting examples helps explain #ContentChat
- A1: b) As long as a team can come together and understand the reasoning behind new innovations, it can turn out great! #contentchat
- A1: c) For innovative strategies to work, you need to focus on ROR (return on relationship) more than traditional ROI. #contentchat
- A1: Yes. A challenges can be communicating digital marketing with several generations in the workplace #ContentChat https://twitter.com/SFerika/status/755116792725372928 …
- @amywhiggins It’s not innovative nor is it content marketing but they think they’re already doing it which is the problem #contentchat
- A1 Getting people to try something new can be a challenge. As @Think_Tank_Mktg shows content marketing needs to be team effort. #contentchat
- A1: Not within our company as a whole, but with clients it can be a tough sell at times. #ContentChat
- A1: No, because we have a great, crazy group of individuals that really believe in being innovative. #contentchat
- A1: yes previously. I worked at a place that didn’t understand why marketing of any kind mattered. I need help with persuasion. #contentchat
- A1: We’re blessed to have leadership who let us take risks – so long as we can put forth a hypothesis and metrics of success. #contentchat
- Q2: What have you found to be the primary roadblocks to content marketing innovation? #ContentChat
- A2: The usual suspects are primary roadblocks to content marketing innovation – Why, When, $ – ROI! #ContentChat https://twitter.com/SFerika/status/755118854284521473 …
- A2: For my group, content marketing roadblocks are usually around time/money resources. Have to get creative! #ContentChat
- Let colleagues know (a) that they’re using cliches’ and (b) they gotta stop. https://hbr.org/2016/02/you-can-talk-about-innovation-without-resorting-to-cliches … #contentchat Then, you can innovate.
- Be prepared to educate & train your team or leadership on the basics of the content’s delivery method. #ContentChat https://twitter.com/SFerika/status/755119983714185216 …
- Take baby steps when trying something new. <3 this @monicalnorton #ContentChat https://twitter.com/monicalnorton/status/755118454554828800 …
- A2: Prioritizing the short-term quick dollar for the long-term, recurring dollarS.
#ContentChat pic.twitter.com/uMZpJThf92 - Yes! You won’t see #contentmarketing results overnight, but it has the potential for long-term impact. #ContentChat https://twitter.com/Mr_McFly/status/755119861185904640 …
- A2: I think a big block is perception of value when it comes to content writers. You CAN NOT get quality from a content mill #ContentChat
- A2 In ideal world your marketing budget really needs a “skunkworks” item that give you flexibility to test ideas/innovations. #contentchat
- A2: Don’t undervalue good timing. Be sure your team is in a good position to innovate, don’t force it #ContentChat https://twitter.com/SFerika/status/755118854284521473 …
- Smart! RT @theteleportbox Listening is everything ! Newly married and finding that out quickly… #contentchat
- @quickmuse @ScottLum Communication goes both ways. Content Marketers fail when they don’t know their audience. #ContentChat
- @quickmuse Agreed – I tell people it’s like a first date. You’ve got to stop talking about yourself #contentchat
- A2 That”nothing we work on is interesting” vs “that’s proprietary, can’t talk about it” #ContentChat
- A2 Fear. Convention. Previous success. Routine. Arrogance. Wanting imagination. #contentchat
- A2: Creating an end-to-end strategy is key. Not just content creation, distribution, cust engagement but how will it monetize #contentchat
- A2 It’s very difficult to get buy-in for spending resources on a new channel or content type. How do we know it will work? #ContentChat
- @SFerika A2: Trying to be original and go against the norm. #ContentChat
- A2: Also a big road block would be people stuck in the past wanting all their content to be product/service focused #contentchat
- A2: I think contect should be on topic but also diverse enough to grab attention … add a lil pop culture ! #contentchat
- Q3: How do you gain executive buy-in for innovative content marketing initiatives? #ContentChat
- . @SFerika Baby steps. Test with a small amount of audience and $$ – then expand once you know how it will work. #ContentChat
- +1 Aligning business needs with your content strategy is priority 1! #ContentChat https://twitter.com/ScottLum/status/755120742635831296 …
- A3: Seek first to understand their goals and show how your proposal can positively support said goals #ContentChat https://twitter.com/SFerika/status/755120175091884032 …
- A3: Understand what the execs care about most and make sure your efforts map well. Not always easy to connect the dots #contentchat
- Often, the content team doesn’t get much time w/execs, and not all companies are great at communicating #ContentChat https://twitter.com/ScottLum/status/755120742635831296 …
- Exactly, it’s your responsibility to factor in the organizations goals into your plan. #BeProactive #ContentChat https://twitter.com/amywhiggins/status/755121198871130112 …
- A3 We have it so much easier now that we have lots of research & success case studies than 5yrs ago when it was a leap of faith #contentchat
- A3: before asking for buy-in, be sure to have more than just statistics – have and show stories of success. #contentchat
- A3: Executive buy needs to appeal to the company strategy, goals and perceptions. #ContentChat
- A3: Come in w/a strong hypothesis – “We need to share X type of content on platform Y because [fill in evidence here].” #contentchat
- A3: Newness/popularity of a platform is not a business case. #contentchat
- A3: IMO , You have to get the exec to sit in the car and see how it feels..create mock content to illustrate concepts #ContentChat
- A3: And if you can highlight how a small-risk test run will impact a bigger initiative down the road, all the better. #contentchat
- @SFerika A3: We have something called BAV at Y&R and it will provide us the appropriate data and insights that we need. #ContentChat
- @amywhiggins @quickmuse Marketers should pound the pavement and talk with their audience to get know what they care about #contentchat
- A3: Ooh that’s a tough one! Sometimes you have to show data & numbers to get approval for creative ideas. #contentchat
- A3: You need to show how content marketing will help with bottom line and work with existing marketing/sales efforts #contentchat
- A3: You need proof points and other examples to gain buy-in for innovative content initiatives #ContentChat https://twitter.com/SFerika/status/755120175091884032 …
- @SFerika I think it’s essential to know how to show people in charge in a visual way that marketing can achieve business goals. #contentchat
- @MktgInnovator Agreed. One solid visual slide can sway more people than a 5-paragraph email… #ContentChat
- Q4: How can you go about creating a company culture that will embrace a content marketing focus? #ContentChat
- A4: Create a culture that embraces content marketing by making them part of creation not just promotion #ContentChat https://twitter.com/SFerika/status/755121912116719616 …
- @amywhiggins Yes! Don’t just ask employees to share a canned promo of the content, get them involved as SMEs and creators. #ContentChat
- A4 Creating a team/company culture to support your efforts are as important as the strategy. #contentchat
- A4 Make sure your content team is well-aligned with sales. If you get them onboard, the rest will follow. #ContentChat
- @SFerika Create content with your sales leaders. They know your prospects better than most. #ContentChat
- A4: Without changing culture, it’s just a tactic that can be changed when budgets get trimmed or don’t see short term success #contentchat
- A4 Make sure employees are allowed to fail without retribution, include stretch goals+innovation objectives in annual goals. #ContentChat
- @MaureenOnPoint @Think_Tank_Mktg SWOT- Old school but always works! Love this! #ContentChat pic.twitter.com/lOv1okWPxp
- A4 Company culture is the glue that ties together the strategy and makes sure everyone is on the same page #contentchat
- A4 Throw a content-creation party! https://continuum-preview.herokuapp.com/en/how-we-think/blog/service-design-and-the-writing-workshop … #contentchat Worked over here!
- .@Barnes_Phil I turned the writing workshop I used to teach to undergrads into a Happy Hour content-creation social! #contentchat
- @quickmuse That sounds like fun! Care to share more on this? #ContentChat
- A4: At @point_it, we drive a contnt culture with contests to motivate and metrics to inspire. #ContentChat
- A4: give other staff the ability to participate in the marketing via blog, social media, etc. Employee advocacy. #contentchat
- @SFerika A4: By setting up employee contests that will encourage them to engage and participate! #contentchat
- A4: b) By explaining to the employees the importance of their participation to the success of the company. #contentchat
- A4: It’s about understanding the sales funnel. Conversions are the goal, but have you done enough to you fill the funnel? #ContentChat
- A4 Show it work: Start a convo on twitter. Turn it into a content partnership. Make that blossom into a working relationships. #contentchat
- A4: Focus on staying flexible and open-minded, as a company #ContentChat https://twitter.com/SFerika/status/755121912116719616 …
- A4b: We also track opportunities that come in through content and do public shout outs! Very motivating! #ContentChat
- A4: A companie’s culture is defined from top down, you need to interact and influence your leadership #ContentChat https://twitter.com/SFerika/status/755121912116719616 …
- A4 Push the focus on the customer, but company culture comes from the top execs #ContentChat
- .@pamelahughes Righto. Start with a prototype. Prove it works. Refine. And then take that sucker to market! #contentchat
- A4: Understanding how many comms are content is a start. How is content part of your product? How does it grow community?
#ContentChat - A4: Sharing your content successes with the team, giving buy in to every piece. #ContentChat
- A4 Not sure there is a generic approach you can take to this… start with company goals and determine how you can work it in. #contentchat
- A4: as our COO once said “You want to feel the fire of content marketing, better get the match” #contentchat
- Q5: How do you convince your CMO or CEO to give you budget to try non-traditional ideas? #ContentChat
- A5: Help convince your CMO of budget by having a detailed strategy w/ ROI metrics. #ContentChat https://twitter.com/SFerika/status/755123695446745088 …
- @MktgInnovator True. Prove yourself with standard efforts – then go wild! #ContentChat pic.twitter.com/3TifpTtWNj
- A5: if you have enough success from the traditional approaches, they may trust you to try unconventional techniques. #contentchat
- A5 Don’t just convince your boss to budget for individual innovation projects – build consistent innovation into the culture #contentchat
- A5: It helps to show that ‘value’ isn’t in immediate sales. It’s in future sales because of gains in things like SEO. #ContentChat
- A5: Show non-traditional programs that have worked. FOMO has ALWAYS been a thing in business.
#ContentChat - A5: It all comes back to numbers, ROI, & strategy! Don’t go in empty-handed… #contentchat
- Hello everyone and A5: You do something unconventional and show ROI. The proof will be in the pudding. #ContentChat pic.twitter.com/4DqEwshhrc
- A5: #Research Reference other’s success stories and relate ROI back to the organization’s lead goal. #ContentChat https://twitter.com/SFerika/status/755123695446745088 …
- A5: I’m lucky enough to be in control of my budget, but I’d say that if you can show a CEO how it produces value, you win! #ContentChat
- A5: see if you can find others who are trying the same thing – if they’re succeeding, show the how and why. #contentchat
- A5: A lot of negotiating. A convo: “Hi Mr. CEO, I have negotiated a test for X that’s Y% off regular.” #ContentChat
- A5 My boss once said you get your team driving biz but have one person running around trying to catch lightening in a bottle #contentchat
- A5 To pitch to the C-suite it comes down to having steps that are specific, measurable, achievable, relevant & time-dimensioned #contentchat
- A5 Full credit to @franklincovey for my use of their SMART to-do list items. #contentchat
- Q6: What portion of your budget should be dedicated to content marketing experimentation? #ContentChat
- A6: Save at least 10% of your content marketing budget for experiementation. #ContentChat https://twitter.com/SFerika/status/755124644806402048 …
- A6: When I build my budget, I focus on 15% of the budget is dedicated to experimentation. That’s a tough line item to sell! #ContentChat
- A6: For me 25% of your budget should be dedicated to experimentation. I call it the “Try or Die” budget. #ContentChat
- A6: Plan a schedule around your budget and experiements so you can react to results with a revised plan #ContentChat https://twitter.com/amywhiggins/status/755125153097322496 …
- .@SFerika It’s all about an organization’s attitude. The healthy org knows that an experiment involves evaluation & evolution. #contentchat
- .@SFerika The unhealthy org says:”You can use 4% of the budget for content experiments. Everything else will succeed! Or else!” #contentchat
- A6: The % that relates to your the achievement of your goals and relation to content marketing helping achieve this goal #contentchat
- @memathews Do you have a standard? Like never over 20% of budget for experimentation? #ContentChat
- A6: That depends on time. Don’t spread yourself too thin trying new things if you can’t do what you’re already doing well. #ContentChat
- It’s all about the 4 disciplines of execution #ContentChat @dpillie @franklincovey https://twitter.com/dpillie/status/755124640310255616 …
- A6: It really depends on the client’s product & their end goals. #contentchat
- Q7: What are some non-traditional content marketing ideas you’d like to try in the next 6 months? #ContentChat
- A7: Take our gated assets into microsites. Not sure if that’s non-traditional, but it is for us. #ContentChat https://twitter.com/SFerika/status/755126021972570112 …
- A7 Would love to do more graphic-novel-style case essays. Did a bunch at my last gig. #contentchat
- A7: people seem to ignore social media outreach at in-person events – I think there’s opportunity there for some organizations. #contentchat
- A7: We’re working on an interactive landing page right now… like a choose your own adventure book! #ContentChat
- A7: We’re working to connect our in-museum experience to our digital spaces. Extending the experience without replacing it. #contentchat
- A7: Using paper flyers and posters to drive blog traffic #contentchat
- A7: It isn’t so much non-traditional industry wide as it is in mine, but I’d love to do a Snap Scavenger hunt at a tradeshow. #ContentChat
- @Renoe I love that idea! I was thinking we should do a PokemonGo-type scavenger hunt at tradeshows too! fun! #ContentChat
- @MaureenOnPoint Favorite Go idea I’ve seen. “10% off your check if your team owns our local gym.” #ContentChat
- A7: Content that has augmented reality like this: https://www.youtube.com/watch?v=aXqhIwOVm3A&list=PLSnRc8JOCftuvzCmEPe6k0yZLGNymIQxW&index=10 … #ContentChat
- @ideakid88 I think we are going to see a lot more AR/VR from marketing teams later this year. #ContentChat
- A7: I think thinks like Facebook Live and Periscope are really good. I have to also get on that. Video is another level. #contentchat
- A7: I’ve noticed very few people promoting their business’ blog, social media, and other assets at in-person events. #contentchat
- @SFerika My dream would be to play with delivering discrete messages to identified audiences via TV commercials #contentchat
- A7: How about going old school with print? Variable data printing can generate a custom experience #ContentChat https://twitter.com/SFerika/status/755126021972570112 …
- @Barnes_Phil I am still a big fan of print. I’ll sit down and spend 20-30 minutes with a magazine, but not with a website. #ContentChat
- @SFerika I still get “print? seriously?” from time to time. But I still back it no matter what. #ContentChat pic.twitter.com/OyyF4BfSIM
- Q8: Any suggestions for free or low-cost content marketing experiments the #ContentChat community should try?
- A8: User-generated content is always fun to experiment with – take little $, just time. #ContentChat https://twitter.com/SFerika/status/755127438758154240 …
- @SFerika Do a lot of travel? Can you Flat Stanley your company to share where you’ve been on places like IG, Snap, Twitter, FB? #ContentChat
- @Barnes_Phil @SFerika Print is awesome. Think about how many emails you get. Now think about how much mail. Easy standout! #ContentChat
- A8: Remember to leverage the community. They will support you at minimal cost if you support them in your efforts #contentchat
- A8: We’ve made activity books to help people understand their attribution models. I’ve also done coloring stations at shows. #ContentChat
- @MaureenOnPoint @SFerika I suggest utilizing custom URLs in the call to action for the digital tie-in and easier ROI reporting #ContentChat
- @Barnes_Phil @MaureenOnPoint @SFerika Use UTMs/ tracking codes too. Your can’t measure what you don’t track. #ContentChat
- @amywhiggins @Barnes_Phil @SFerika If you’re not doing this, you’re doing it wrong, for sure. #ContentChat
- @amywhiggins @Barnes_Phil @MaureenOnPoint UTMs (easily created w/google URL builder) are a seriously underutilized resource. #ContentChat
- You have to wonder if people just overlook look them. I don’t hear the concept tossed around that often #ContentChat https://twitter.com/SFerika/status/755129206384631808 …
- @Barnes_Phil I think many folks are unaware of the concept, or don’t have great integration btwn their CRM and mktg automation. #contentchat
- @Barnes_Phil They are my favorite things. Love UTMs! #ContentChat
- @amywhiggins I like to think of events as the IRL celebration of our year-round digital engagement efforts #contentchat
- @amywhiggins @kapost I have a sounding board – if I get good response I typically actively seek approval. #ContentChat
- @amywhiggins @kapost Our product manager has the ear of our VP of Marketing. If he says yes, I’ve got a good shot. #contentChat
- @Renoe Oh! Love. That’s a good guy to have on your side! #ContentChat
- @Renoe Well said. I lean on our Sales team to learn more about our readers needs. #ContentChat
- @amywhiggins I’ll sit on sales calls occasionally to see if the conversation has changed at all. Great to learn their verbiage. #ContentChat
- @amywhiggins @Renoe I suggest marketers setup formal or informal cust meetings to get direct understanding w/out sales filter #contentchat
- @SFerika @amywhiggins @Renoe @Akoonu I also love informal serendipitous connections at events. Lots of high value learning ops #contentchat
- that is old school but really works. Flyers and Posters are New to this generation ! #contentchat MORE >> http://sublnk.info/SHipGjy
- @ScottLum @amywhiggins @Renoe First-hand customer interviews are so helpful. Tools like @Akoonu rock for capturing that info. #ContentChat
- x@amywhiggins Find cool people in your neighborhood whose work overlaps with yours & profile em! https://www.continuuminnovation.com/en/how-we-think/blog/the-human-centric-brewery … #contentchat
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