1. Sharpen Your Content Efforts for Increased Sales Impact December 3, 2013 @kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent

2. 2 Today’s Discussion FROM OUR CLIENTS: Relevance We are producing more content, but client engagement is light. Sales Buy-In Our sales force feels our content is out of sync with their daily discussions. Amplification Even when we do create great content, no one is finding it.

3. Give Customers a Reason to Engage

4. 4 @kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent FiServ Marketers WEALTH MANAGEMENT, ASSET MANAGEMENT, INSURANCE Source: HNW 2014 Marketing trends survey We are producing more content, but client engagement is light. 57% of our clients report they will be increasing their 2014 budget allocation for “content marketing” compared with 14% increasing advertising. report their biggest 2014 marketing challenge will be developing relevant and timely content. 43%

5. 5 @kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent Current Content Strategies A Deliverables Orientation Sales Support Relationship Content ◦Events ◦Proposals ◦Pitchbooks Product Collateral ◦New product launches ◦Fund details ◦Client brochures ◦Worksheets Limited Social Support Brand Development White Papers Offer opinions on relevant hot topics. Distribute via social, Web and PR.

6. 6 @kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent A New Content Strategy Framework Tactical deliverables stream supplemented by ownable topical leadership Longer Term Sales Support Relationship Content ◦Events ◦Proposals ◦Pitchbooks Product Collateral ◦New product launches ◦Fund details ◦Client brochures ◦Worksheets Leads from earned media Brand association drives sales dialogue Brand Development Hot topics Relevant topical ownership Near Term

7. 7 @kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent Claiming Ownable Expertise WHAT will you say? Mar ket Nee d This is the impact zone White Noise Potential for Credible Ownership Target Audience Interest LowHigh Competitive Parity Marketable Expertise

8. 8 @kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent Establishing Unaided Association Why is it so difficult? Media and Competitive Content Clutter The Google Effect

9. 9 @kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent Topic Evaluation Criteria Choosing topics wisely is key. Business Connection Audience Value Uniqueness ROI A question for marketing and sales. What business goal does this support? Is the information or POV common? What is the shelf life and expected return?

10. 10 @kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent How Do You Say It? Translating ownable expertise into effective thought leadership requires a mix of content types. TypeGoalShelf Life Evergreen Content that provides general insights and education on “staple” topics. Retains its appeal or interest over a long period. 12+ months Reactive Content in response to an external event, data release or other occurrence that could affect markets. 1–2 weeks Forward-looking Content based on observances and trends that offers authoritative analysis of how future macro-factors could affect investors. 3–4 weeks

11. 11 @kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent Companies that make billion- dollar decisions based on gut instincts rather than predictive analytics of big data will be losers in the new economy.... Data is the new natural resource.* “ * IBM CEO Ginny Rometty, featured speaker at the Council on Foreign Relations 2013 Corp. Conference. ” IBM: Big Data A long-term commitment that pays off

12. Your Sales Force Is Not an Owned Channel...

13. 13 @kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent FiServ Marketers Source: 2013 Richardson Content Marketing and Sales Effectiveness Survey Sales feels our content is out of sync with their discussions. of sales reps and more than one-third of managers do not understand their firm’s content marketing strategy. report that they do not believe the content their firm produces is valuable to customers. 35% 46%

14. 14 @kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent Channels and Your Sales Force Typical View Sales Force PaidOwnedEarned Traditional advertising, SEM, DM, advertorial Brochures, newsletters, websites, microsites, mobile apps Social following, blog mentions, PR, speaking engagements

15. 15 @kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent Channels and Your Sales Force If sales is not buying your strategy, they won’t leverage it with clients. Sales Force Accurate View PaidOwnedEarned Traditional advertising, SEM, DM, advertorial Brochures, newsletters, websites, microsites, mobile apps Social following, blog mentions, PR, speaking engagements

16. 16 @kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent Aligning With Sales A realistic approach to collaboration Owned View Myths Earned View Realities Sales will use the content marketing provides. Sales will use what “works.” Marketing will determine the appropriate topics. Marketing and sales iterate to optimize the right mix. Content strategy is explained to sales. Content strategy is sold to sales. Content campaign du jour! Sales buy-in takes time and commitment.

17. 17 @kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent 5 Steps to Sales Engagement Content strategy starts with the business and sales goals, NOT a white paper. It is “game over” if the heads of sales and marketing are not aligned. Balance the scales between brand development and sales support. Make it easy to cascade to their clients. Recognize that sales knows their clients best —let them call key content distribution shots.

18. Amplification

19. 19 @kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent Amplification What marketers are preparing:

20. 20 @kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent Amplification What the audience is consuming:

21. 21 @kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent The Anti–White Paper Approach? Large Medium Small Article/ Blog Post TweetLinked Post Newsletter Feature BannerSales Idea WebinarVideoW. PaperResearch Paper Research E-Book Website Post Twitter LinkedIn Email E- Newsletter SEO/SEM YouTube/ BrightTalk Sponsored Advertorial Sponsored Webinar Press Release Co- Marketing LOWHIGH Effort Continuum

22. 22 @kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent Sales-Driven Content Marketing Must-Haves for FiServ: ◦ CRM integration ◦ Contextual content organization ◦ Single-stop, multichannel ◦ Seamless compliance ◦ Measurement Target Audience(s) Sales Force

23. Example

24. 24 @kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent Analytics: The Real-World Use of Big Data IBM: Big Data Visibility: A single content asset, multiplied and amplified. ◦ Clear audience versioning (retail, financial, consumer) and segment publishing strategy. ◦ Pervasive promotion across paid/owned/earned channels. ◦ Content sliced and diced for deep and shallow levels of engagement. ◦ Originally published in October 2012, content still published one year later—down to tweets of individual data points. Retail Financial Services Consumer Products

25. 25 @kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent Measures of Success Long-game metrics require additional measurements. Asset-DrivenBrand Leadership Open rateBrand association with theme(s) Click-through rateAttitude about firm as a leader in topical space Engagement—calls to actionProactive media contacts on owned topics

26. 26 @kevdarl1 @cpeversen @HNWInc #bdi1 #salescontent Thank You Carol Eversen Managing Director, Client Services HNW, Inc. 155 Avenue of the Americas New York, NY 10013 p: 212.258.9237 ceversen@hnw.com @cpeversen Kevin Darlington Managing Director, Client Solutions HNW, Inc. 155 Avenue of the Americas New York, NY 10013 p: 212.258.9234 kdarlington@hnw.com @kevdarl1