developing an engagement laboratory

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DevelopingAnEngagementLaboratory

DanGlicksman@dglixSr.ManagerLead&DemandGeneration– CoxMedia

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Today’sAgendaExperimentingwithNewContentFormats

BuildingModularContent

TestingandMeasuringOffers

ImprovingConversionwithSalesEnablement

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First– Let’sCuttotheObvious

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Determiningwhowewanttotalkto…

TheChallenge

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Sayingwhatweneedtoinawaythey’llnotice,understand andhopefullytaketheRIGHTaction

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Inquick highlydigestibleandENGAGINGbites…

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Withsomecombinationofthese

OH - thateveryoneelseisalsosendinginmassamounts…

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ToHumansthatHaveOur“FullestAttention”

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WorkingwithNewContentFormats

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TheFourCriticalQuestions:§ Isitengaging?§ Doestheformatmakesensewiththecontent?

§ Doesitallowmetotellmoreofmystoryatonce?

§ Isitagoodinvestment?

WhenConsideringNewFormats…

Orriskbuildingthepuppy-monkey-babyofcontent!

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TheInfographic

=

§ Eye-catching§ Easytounderstand

§ Makecontentdigestible

§ …butoftenlackabilitytotrackengagement

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TheNEWInfographic

=

§ Bringsthebenefitsofthelayout

§ Addsinteractiontoincreaseinterest

§ Dynamicallybuildsthestorytoincreaseengagement

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TheBESTInfographics

=

§ Bringthebenefitsofthelayout

§ Addinteractionanddynamicstorytelling

§ Integratemultipleformatstotakethestoryfurther

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ModularContent

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TwoApproachestoModularContentDIVISIBLECONTENT

• Longer,morein-depthpiece

• Sub-dividedintosmallersections

• Eachsectioncanstandonitsown

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DivisibleContent:Why&How• IncreaseROI• Worksinacrunch• Reacttometricsorinsightsthatindicateaudience

engagement

IdentifyContent

FindHot-Spots

AssessMessages

DecideFormats

Produce&Amplify

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DivisibleContentInAction

§ eBlast toSMBs§ Goal:Breakdownadauntingtaskintosomethingmanageable

§ 565uniquereaders;1:13perpage

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DivisibleContentinAction

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DivisibleContentinAction

§ Definetransactional

§ Definerelationship

§ J.C.PennyExample

§ StarbucksExample

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DivisibleContentinAction§ CanIaffordit?

§ Doesitbringclaritytothestory?

§ Hasmyaudienceengagedwithitelsewhereorwithininmyothercontent?

§ Whatdobenchmarkstellus?

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DivisibleContentinActionVideo -Seriesof7

SuccessStories–Seriesof5

7DayBlogSeries

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TwoApproachestoModularContentADDITIVECONTENT

• Smallerpieces,oftensimilarformats

• Combinedintoalargerproject

• Worktogethertotellabrandstory

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AdditiveContent:Why&How• IncreaseROI• Worksevenbetterinacrunch• Eveneasiertoreacttometricsorinsightsthat

indicateaudienceengagement(ex:socialgems)

IdentifyContent

FindThemes

PickaFormat

CloseGaps

Produce&Amplify

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AdditiveContentInAction

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AdditiveContentInAction

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AdditiveContentInAction

BlogsArticlesTweets

CombinationstoConsider:

eBooksCuratedContentInfographics

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1

AdditiveContentInAction

Definefortheaudiencewhythesethingsgotogether

2 Createanymissingcontent:

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AdditiveContentInAction

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TestingandMeasuringDifferentOffers

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YourIdeaFeltLikeThisbeforelaunching…

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ButExecutedLikeThis…Howdoweavoid?

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Testing§ A/B

§ Subjectlines

§ Copy§ Ads§ Target

§ Timing

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GoToYourAudienceUsingSearchHistory

§ Scientific– less“gut”

§ Andhelpscheckthe“gut”

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GoToSales

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SalesEnablement

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WhatisSalesEnablement

https://www.td.org/Publications/Blogs/Sales-Enablement-Blog/2014/08/Defining-Sales-Enablement

Isit:§ Coaching/training?§ Onboarding?§ ContentCreation?§ Performing

Analysis?§ BasicSalesTraining?

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Ourbrakepadsarereallycool!

I’djustliketoadd,thespectrometerreadoutonthenickelcadmiumalloymix…

HowSalesThinks

MarketingSells

HowMarketingThinksSales

Sells

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FiguringOutSales…GototheirpointofGravity

SalesPrepKits

One-stop-shopforsalesenablement:

SharedPRIORtocontentpiecebeingsent

One-sheetsummaryofentirecontentpiece

Tipsfordiscussingcontentwithclients

Archiveofpreviousprepkits

SalesPrepKits

§ Conversationstarters

§ Questionstotakeyoudownsolutionpath

§ Painprobing§ Statistics

MarketingContent– One-Sheet

1. 3-Bulletcontentsummary2. Chartbreakdownofeachkey

topicandhowittiesintoyourclient’smarketingstrategy

3. 3Contentgoals4. Thumbnailphoto, linkedto

downloadfullcontentpiece5. 1-3Newtopicsforconsultants

toconsiderandfamiliarizethemselveswithpriortodiscussingthepieceinaclientmeeting

6. Marketingamplificationactivitiesschedule

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TheSalesCheat-Sheet(orCubeWallpaper)

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ThankYou!

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