Great speed, feed and AI.
Richard McGill Murphy, editor-in-chief and director of ServiceNow, says many tech marketers emphasize those angles to talk about how great their products are.
But ServiceNow approaches it differently. Company editorial website Working process launched in 2018 to engage a C-level audience with ideas instead of products. By focusing on business strategy and emerging technology for C-suite leaders, the content embraces “technology at the service of people, not the other way around,” explains Richard.
Since then, Workflow has become a content show in its truest sense: content, data science, delivery, on-site testing, and fast publishing methods coming together to benefit scientific corporate data, testing in place and publishing #Agile in support of the award-winning #ContentMarketing program Workflow @ServiceNow via @AnnGynn and @CMIContent. #CMWorld Click to post a Tweet That's why Workflow has won Top Content Marketing Awards for Years in Best Content Marketing Program, Best Content Marketing ROI/Measurement Program, and Content Marketing Partner Best Client/Agent Content (with Message Lab Agent) in 2021. It also won a finalist nod for Best Content Marketing Program of the Year and Richard won a nod as a Finalist for 2021 B2B Content Marketer of the Year.
How did they make the show so successful? Richard shared some of the magic with us, including details of their tight focus on audience needs backed up by rich analytics and a team of writers with a background. press platform.
Raise the conversation
“Executives are really concerned with the strategic impact of technology, and less concerned with understanding the details and details of key solutions and technologies. That's why we do what we do,” Richard said.
Workflow's research and journalism-based storytelling approach aims to build awareness and deepen relationships with existing customers. “It is becoming more and more important to have strong relationships with the top decision makers at these companies,” explains Richard. About 80% of fortune He said: companies are customers of ServiceNow.
Dive into audience segmentation
But while C-level executives share “director” in their titles, they lead different areas. Workflow's readership goes beyond the rules, helping ServiceNow gain insight into its various audiences. As their CMA nominee explains: “We combined engagement time and article metadata, then created a narrow audience on LinkedIn, where we were able to get certainty about the headlines of ( reader)."
For example, they found that audiences with the title of human resources director in the United States had different needs than audiences with the title of vice president of human resources at the same company. They also learned that senior HR audiences are the most engaged readers of Workflow on topics, while CEOs are most interested in how global events shape the workplace.
On the Workflow site, ServiceNow has a hub called C-Suite Library . The drop-down menu allows users to click on their role (CEO, CIO, COO, CRO, CHRO or CCO) and view content directly related to their interests.
That type of segment also helps Workflow generate ads with the most relevant content to the targeted niche audience segment.
Audience segmentation helps @ServiceNow promote the most relevant #content from its Workflow-targeted niche audiences through @AnnGynn and @CMIContent. #CMWorld Click to post a Tweet Over 1,000 articles have been published since Workflow began in 2018. In addition to the C-level classification, the articles center offers visitors six topic categories – customer experience , employee experience, IT transformation, hyper-automation and low-code, security and risk.
The site also contains instructions sorted by theme , industry, area, as crash courses and basic content study .
Quarterly, it publishes a digital magazine called Quarterly Workflow, which features in-depth reported feature stories, videos, data-driven self-assessments, and interactive graphics. Quarterly Workflow won the awards Best Content Driven Website and Best New Digital Publication in 2020 and also received some nods to the finalists that year.
Data-driven content decisions and conversion analytics
ServiceNow uses a single conversion to measure the effectiveness of its content marketing – visitor to reader. ServiceNow defines a reader as someone who engages with an article for at least a minute or scrolls at least halfway.
“In particular, workflow has emerged as a really interesting insight tool,” says Richard, “not just about who the audience is, but about what the audience cares about, what they do. consume. That creates a feedback loop that we use to content optimization . ”
Visitor Analytics & # 039; behavior creates a feedback loop to optimize #ContentMarketing, @richardmmurphy1 said via @CMIContent. #CMWorld Click to Tweet The impact of the workflow increases every year. The number of sessions skyrocketed by 50% in 2020, even Paid promotion aimed at driving down traffic. The time that a typical reader spends reading Workflow content has grown to more than two minutes.
And that goes for the lead generation, too. More than 18,000 people who visited Workflow filled out forms on ServiceNow – that's about 15% of total form submissions. As they explain in the CMA nomination: “These people are approximately four times more likely to complete a form than those who have not accessed Workflow.”
Repeat visits to Workflow also show a higher likelihood of converting to ServiceNow form. While 1% of One-Time Workflow visitors completed the form, 9% of those who visited the site three times completed it.
A regression analysis helped them go deeper. The team created “time bands” looking at visitor behavior for the year and 15 – the second increment. They learn shorter titles and more literal photos capable of keeping people on the site through 15 – the second mark.
Richard says Workflow has created a new readership metric that identifies what turns a visitor into a reader such as someone who spends more than a minute reading an article or scrolling down at least halfway. That group is ultimately more likely to come out on top.
The Workflow team can access all analytics in real time through a custom dashboard. Message Lab described the project this way in their CMA entry: “The site itself became a lab where we could measure , testing and shaping a wide range of behaviors. ”
Professional writers give strength to their work
A small team of in-house editors and writers worked with Message Lab to create the Workflow. Independent journalists people who have written for major publications like The New York Times, Wall Street Journal and Fortune do most of the writing. Over 120 people appear on the Workflow team page.
As Richard puts it, “We found ourselves staging a conversation, not just broadcasting it all about how great ServiceNow is.”
Cover photo by Joseph Kalinowski / Content Marketing Institute
Post a Comment
Post a Comment