Mon, 26 June 2017
Joining us for today’s show is Kathy Juve, a marketing leader who knows how to create brand preference that attracts more deals into the funnel at a higher win rate. Today’s topic is Content Marketing and how to use content marketing to build brand preference that gives you a competitive advantage. Kathy and I leveraged the SBI annual workbook to guide our conversation, turn to the Content Strategy and Planning phase starting on page 190 of the PDF.
Our guest today is Kathy Juve, the Chief Marketing Officer for Convergys. The world leader in contact center outsourcing, Convergys is a $3 billion company who has fueled growth through robust marketing and sales. What differentiates the contact center outsourcing is their ability to provide analytics, technology, and automation solutions to help large enterprises execute their customer contact strategies.
Kathy is uniquely qualified to speak on this topic of B2B content marketing. This is a rare show for B2B marketing leaders to learn from a CMO peer who is also a top expert on customer engagement. Seth Godin’s research has revealed that becoming a superstar takes 10,000 hours of hard work. I have a rare B2B marketing leader for you today who has 20+ years of experience. That’s 40,000 hours of marketing leadership experience marketing the omni channel customer experience.
Listen as Kathy demonstrates how to earn brand preference by satisfying the information needs of your target customers and prospects. This show illustrates that content marketing does more than drive leads into the funnel. Content marketing can satisfy the information needs of prospects and customers with the result of increasing brand preference. This is a must hear interview for any executive with an organic growth strategy.
Why this topic? Old activities-centric marketing organizational charts create ineffective silos and prevent revenue growth. Modern outcomes-centric marketing organizational charts eliminate silos, provide seamless integration with the product and sales teams, and unlock trapped revenue potential.
In the first segment of the program Kathy and I set-up the use case for Convergys to give you context for how to apply this demonstration to your unique business. We begin by outlining the audiences that Kathy prioritizes and we identify the information needs of the customers and prospects. Kathy has a strong understanding of the audience expectations and while listening to the podcast you should be asking yourself if your team has a similar grasp of your target audience. Finally, we discuss where the audience goes to fulfill their information needs so that we can understand the challenge involved in driving the audience to an alternate source of information.
Segment two establishes the objectives and business reason why content is created. What business objectives does content accomplish? Listen as Kathy explains her approach and you will understand that content marketing goes well beyond simply purchasing the latest analyst reports that support your business case.
A unique discussion occurs by answering the question, what would you do with an extra $1M in marketing budget? Would you spend it on content marketing? This question unpacks the greater opportunity that eludes most companies.
Kathy describes the content marketing staff allocated to develop content. Listen to think through how your company has allocated staff to execute your content marketing strategy. This is typically where marketing teams lack the manpower to execute the strategy.
Listen as we discuss the tools and process required to successfully execute content marketing. Is your team writing content without the proven tools that best in class content creation teams are leveraging?
We summarize the final segment by discussing the budget required for content marketing, and how the content marketing line item fits within the budget. Most companies profess to be performing content marketing, but the budget doesn’t match the objectives. Finally, Kathy outlines how to measure the effectiveness of your content marketing program.