Wakabayashi Insiders Guide: How to win at content strategy

Break the content code:

As if it wasn't challenging enough with all of the channels available to marketers today, knowing the difference between always on / evergreen content and promotional content is even more complicated. Let's see if we can make this a bit easier for you.

Content Challenge

Four basic things to keep in mind:

1) Always on content uses CADENCE to earn your brand higher rankings in search engines and as such scores better with consumers in terms of relevancy. The reason it works is because a regular cadence of content triggers the internet algorithms to recognize and track the content you're publishing. The key here is CADENCE. The more consistently and more frequently your publish - the better.

2) Promotional or campaign content uses a burst of impressions or "reach" to trigger engagement with targeted consumers. This technique requires high media spend to cut through the clutter and can be perceived as unwanted by consumers if they're not targeted properly. The most important thing to understand here, is that, you need to have a "lead capture" mechanism associated with promotional campaigns to capture email or phone numbers. By capturing the email or phone number you are able to drastically improve future campaigns as well as leverage these identified consumers in future campaigns without the high cost of direct acquisition

Competitors who rely on paid means to reach customers throughout the year will squander budgets, as well as their competitive advantage, when it comes to content strategy.
— Dennis Wakabayashi

3) A combination of Always On and Promotional content using a consistent cadence will give you the best strategic position throughout the year when it comes to reaching your brand's most important audiences. In order to win against competitors during battle ground time periods you'll need to, either out spend them or else out think them using Evergreen content. 

Winning with always on content

4) Evergreen content is the strongest asset of your content strategy. The reason it works is because you can republish this content every year and only pay for it once. The more consistently you develop evergreen content and consistently publish it within your annual cadence - the more difficult it will become for competitors to own a higher share of voice than your brand. This strategy presents dual benefits. The first benefit is presents lower costs for you to own the higher share of voice over time and the second benefit is that it increases the cost for your competitors every year to engage with the same consumers.

Content Cadence Advantage

I'm always here to help If you have questions just email me. Or for a steady self-serve stream of marketing "know how" follow me on twitter : @dwakabayashi

Wakabayashi Insiders Guide: How consumer lifetime value works with CRM

This diagram shows you the 5 most important aspects of creating and managing customer lifetime value (CLTV). 

Screen Shot 2016-12-08 at 5.49.26 PM.png

Here's how you use them to be successful and what to watch out for:

1) Undecided customers:
These people are often referred to as very "top of the funnel". They may find you by search or other organic means. They are the widest audience and contain mostly unqualified leads. They are expensive to convert and represent the most difficult group work with to develop lifetime value.

2) Targeted consumers:
Big data, little data, heck...any data, can help you quickly identify patterns in your existing consumers or social media followers to create a profile or "look alike" profile that creates a smart target to start driving engagement from people who want to connect with what brands have to offer. If you're looking for a big data solution then Datalogix is a great place to start and if your looking for something a little more mainstream then FullContact is good group to consider.

3) Potential customers:
Sales teams and B2Bers like to call these folks "qualified leads". Regardless of what you call them, they are the group with the highest rate of conversion and represent the best lifetime value. The best way to find and engage with these audiences is through standardized social media acquisition programs from groups like Wayin , HelloWorld or PrizeLogic.

4) Acquired customers:
If you've done your work right and been savvy about capturing these golden opportunities, then you've paid about $1 per lead. From here you'll want to cultivate an annual calendar of smart, consistent content that is delivered in a consistent cadence and provides relentless value. Fail to do this, and you're CLTV will suffer - and so will your ROI. The best ways to manage this situation is with something from Oracle like Eloqua or Responsys Working with an alternative CRM than Oracle? Fear not. Salesforce and Exact Target teamed up to offer the same solutions. Adobe is not far behind with their integration of the old Neolane system.

5) Archived customers:
This is where it gets tricky. Remember those customers that cost $1.00 to acquire? It's now costing you $1.00 per year to carry them and you're 1MM acquired customers is feeling like a heavy weight line item on your marketing budget. That's why we have to measure the "lifetime value". Not every customer is equal and you'll want to archive any CRM/Customer records that are not producing significant annual ROI.  Simply put, you want to keep the best customers and optimize their experiences so that they purchase regularly and you want to stop spending marketing dollars on customers who don't want a relationship with you. 

Easy Right? Maybe not. If you have questions. Drop me a note. I'm happy to help.