Content Marketing World Session:
Leveraging Internal Marketing to Drive External Content Marketing Success
We’ve all got a story to tell, says Jodi Navta. The trick to being a successful marketer is knowing which stories are worth telling, and how to leverage your internal storytelling to drive external content marketing success in B2B communications. I’m listening closely here – I think this is a challenge all content marketers have. Let’s see what we can learn from Jodi.
First, let me just say how amazingly enthusiastic and genuine Jodi was. I absolutely loved the stories that she shared about how her company, Coyote, is leveraging their own stories to connect with their audience. Some of their strategy reminds me very much of what TKG aspires to, especially through our social media properties. I’ll be paying attention closely to Coyote – I think there’s a lot we can learn from them!
(Looks like we’d get along great!) ….So, aside from some awesome anecdotes, Jodi’s presentation focused on 5 steps we can take to leverage interior content for an external audience
- Get naked – No, don’t take your clothes off. (No, really. Please. Don’t). By getting naked, Jodi means to be raw, be real, be authentic. Get in your organization and understand what drives success in very real authentic ways. The stories are there, and it’s your job to figure out what they are. Get to know your organization, get to know your employees, who are the superstars? What motivates them?
- Take a journalistic approach – Once you’ve got some ideas, you need to also get an understanding of exactly who your audience is and then beg, borrow or steal (ok, don’t steal), a journalist. Journalists are MAGIC at getting to the heart of those real unbiased stories and tell them in a way that will resonate with your audience, not from a marketing perspective, but from a storytelling perspective.
With every piece of internal content, you need to ask: who is your audience, what are you trying to tell them, why should they care, what do you want them to do with the information you are giving them. These same questions should also be translated to your external audience.
- Consider every angle – is it good for an internal audience, is it good for an external audience, all aspects or just parts?
Internally – start a campfire. You know, that special environment where people share, and tell their stories. How to foster this environment? Well, it really depends on your company culture. Coyote has a wall of success where they share stories – and they invite employees to share stories in a group setting. At TKG, this probably means “Over beers/pool/darts/Wii.” Whatever the method, it’s important to get people talking and sharing. When your organization connects to stories, they are more willing to share them externally in an authentic way. Then, build the stories into collateral. By making a “safe” place to talk, more stories grow. (But make sure to fact check!)
Externally – it does not have to be all about you. No one wants to read about all these things you’re selling. They want to know who you are as a company and what drives your business. Who are your employees? You MUST do more than sell your products. Talk about things that are important to you, not necessarily that help sell. Help people relate to what we do and who we are, not what we sell.
- Measure it – Figure out a way to manage it. Google Analytics can be a starting point. There are other paid services that can help you do that as well. This will allow you to tie value to each of the events. Train your sales team to ask people how they found you. It’s all about keeping a pulse on connecting your efforts to your sales. Coyote reports one customer who followed them on Twitter for 6 weeks and reached out mostly because of what they were seeing on Twitter. They liked the business and people, and people like to do business with people they like. So far this single client has translated to $46,000 in business… and the relationship is just beginning.
- Finally, hold yourself accountable – there’s no roadmap for leveraging internal content for external content. Try something! If it doesn’t work, try something new. These are custom strategies so it might take a few tries til you find what resonates with your audience.
That’s a lot to think about, right? Now, go out and start a campfire.
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