fullhouse webinar: how to create a content strategy that connects with buyer 2.0

» 2.17.2011«

How to create a content strategy that connects with Buyer 2.0

Julie SalchertVice Presidentjsalchert@fullhouseinteractive.com414.308.1789

Shari StarkDirector of Insightssstark@fullhouseinteractive.com414.271.4001

Agenda

• Part 1: The changing B2B landscape

• Part 2: Content strategy & the buyer journey

• Part 3: Building blocks of content strategy

• Part 4: Case study

• Q&A

Part 1

The changing B2B landscape

Photo: Rutlo

Photo: Jackcheng

seller-guided buyer self-guided

3rd party/peer input

real-time / on-demand

content + experiences

enabling buying

seller provided info

scheduled

messages

selling

Content strategy & the buyer journey

Part 2

Content Strategy:

A plan that allows you to provide the right information, at the right time,

in the right places to engage your customer and drive sales.

Mapping the Buyer Journey

The Buying Journey

The Buying Journey

The Buying Journey

The Buying Journey

95% Of B2B purchasers said the solution provider they chose “provided them with ample

content to help navigate through each stage of the

buying process.” 

- Demand Gen/Genius.com

Simple, right?

Simple, right?

The building blocks of content strategy

Part 3

Step back and plan

• Understand your audience.• What do they need to know?• Where are they?

1. Who?

2. What?

3. Where?

Who?

What?

Where?

When?

How?

Audience Research

• Stakeholder Interviews

• SME Interviews

• Secondary Research

• Surveys

• Focus Groups

• Ethnography

• Social Listening

• Private Communities

Customer Personas:

• Name and photo

• Personal information

• Business Information

• User story

Step back and plan

• Understand your audience.• What do they need to know?• Where are they?

What?What information are they looking for?

Content needs across the buying journey

Step back and plan

• Understand your audience.• What do they need to know?• Where are they?

Where?Where are the best places to reach them?

Business Technologists Are Adding Social To Their Mix Of Information Sources

April 2010 “Social Technographics®: Business Technology Buyers”

Channel Priority Map

Key: 4 High Priority 2 Some Priority 0 Not a Priority

Channel Priority Map

4 High Priority 2 Some Priority 0 Not a Priority

Channel Priority Map

4 High Priority 2 Some Priority 0 Not a Priority

Channel Priority Map

4 High Priority 2 Some Priority 0 Not a Priority

Channel Priority Map

4 High Priority 2 Some Priority 0 Not a Priority

Part 4

Content strategy in action

Plumbers Contractors Homeowners

Need animation

Benefits of Executing a Content Strategy

• Engage your customers and drive sales

• Build once. Use many.

• Saves time and money

• Consistent messaging

• Aligns internal departments & agencies

Free Tools• Persona Worksheet• Channel Map• Content Quick Start

Email:jsalchert@fullhouseinteractive.com