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− Audience Insights− Audit & Analysis− Planning &
Development− Analytics− Sharing the Love
Orange Crush!
A Quick Tour of the BNJ Content Practice for the
CMI 2012 Orange Awards
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“Content is the true fuel for the
conversion engine.”
— SiriusDecisions
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Audience Insights
Buyer Persona Buyer’s Journey
− Relevant to who they are and what they care about
− Answers the questions they have at each stage/step
− Delivers content when, where and how they want it
− Incorporates messaging in contextually relevant way
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Buyer Profile
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© 2012 BNJ Research | All rights reserved
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Buyer's Journey
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Audit & Analysis
What Do We Have? What Do We Need?
• Review content for quality, relevance, value and usability• Map content by persona, buyer's journey stage and
campaign touch• Identify gaps and opportunities to improve or re-imagine
content
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The Audit: Reviewing the Assets
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Relevance
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Value
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Quality
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What's Working?
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What Could Work Better?
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Mapping: The Contact Strategy
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What's Missing?
− Business impact tools: How much will it cost? How much can I save?
− Deployment guides: How hard will this be? Who will help me?
− Validation: Why should I trust you? What do your customers say?
− Variety of formats and lengths: What if I don't have time to read a 20-page whitepaper? What if I'm on my mobile?
Fresh Content to Fill the Gaps
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Content Planning & Development
A Framework for Fresh Content
− Best practices
− Product demos
− Webcasts− Case studies− ROI/TCO
tools
− Original research
− Analyst reports & rankings
− Personalized data and resources
Thrillers Fillers Spillers
− Infographics− Blog posts− Videos− Photos− Quizzes
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Thrillers
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Thrillers
Personal website
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Thrillers
Customized network diagram
Personal website
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Thrillers
Thrilling results: 9:1 ROI46% of targeted accounts
converted to sales or pipelineClient won B2B Marketer of the
Year
Personal website
Customized network diagram
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Fillers
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Quick Guide
Whitepaper
Custom Case Builder
Implementation Timeline Tool
Fillers
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Spillers
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Spillers
Infographic
Animated Whiteboard
Interactive Quiz
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Analytics: Measuring the Impact
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Impact of an Infographic
Featured on ReadWriteWeb and Alltop. Republished on dozens of other sites.
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Impact of an Infographic
− More than 1,000 total shares− Significant increase in traffic to site (and most
of the traffic was on other sites!)− Big increases in traffic from social sites, with
the infographic representing the vast majority of Facebook, LinkedIn and Twitter
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BNJ Content Engagement Index
© 2012 BNJ Research | All rights reserved
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Sharing the Love
Client Workshops & Industry Contributions
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Content Workshops:
Teaching Our Clients to Fish
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Healthy appreciation for the
role of content in the Buyer's Journey
Goal: Content Intelligence
Buyer-centric method for
evaluation and planning of content
Understanding of content best practices as they relate to the technology sale
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VP Strategy Lauren Goldstein
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VP Strategy Lauren Goldstein
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Sr. Media Director Eric Wittlake
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Sr. Media Director Eric Wittlake
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Sr. Media Director Eric Wittlake
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Content & Social Media Strategist Carmen Hill
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Content & Social Media Strategist Carmen Hill
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Content & Social Media Strategist Carmen Hill
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Clients
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Cheers!
© 2012 Babcock & Jenkins | All rights reserved