Download - Content+Marketing=Engaging Buyers
Cindy NowickiDemand Generation & Content Marketing Expert
Content+MarketingSustenance for the Persona.
• Irrelevant to buyer care-abouts• In the wrong place at the wrong time• Product focused• Company centric• Boring• Lacking in images• Repetitive• Brimming with frankenspeak
What it’s Not
What is content marketing?
Content Marketing Starts with the ASK
Delights the Prospect with the
ANSWER
Great Content+Marketing Outcomes
CONTENTRIGHT
PERSONRIGHT
TIMERIGHT
What is the right content?
Persona Care-Abouts Relevant Answers
FocusON THE ASK
PERSONAS
Who is the right person?
YOUR BUYERPick
Persona:TechnicalDecisionMaker
1. Pick persona2. Identify funnel stage Asks3. Answer the Asks 4. Create bodies of content 5. Slice and dice for channels
Create Content in 5 steps
EACH JOURNEY Map
to 1 ASK
PERSONA Technical Decision Maker (TDM)
Content Creation Use Case
THE ASKCan video conferencing help my company reduce travel costs?
Can video conferencing reduce travel costs?
Awareness/ Inspiration Ask
EARLY
• Engaging, fun 1 minute videos on how to use video conferencing to replace travel, use on YouTube and website
• Turn visuals from video into still shots for use everywhere on website and social media, Tweets and FaceBook
• How to replace travel with video conferencing ebooks (6 pages, gated), offers via SEM, SEO, web page promotion, promote via social media
• 100 reasons why video conferencing is better than traveling white paper (4-6 pages, gated), ebook offer for outbound advertising
• Blogs about reducing travel costs, promote via social media• Analyst papers that cover their perspective on what video conferencing can do
to reduce travel, inbound offers via SEM, SEO, web pages
Early Funnel Content Ideas
What video conferencing solutions exist for business?
Consideration/
Discovery Ask
MIDDLE
Can I demo video conferencing systems?
Try/Evaluation Ask
MIDDLE
• Ebooks and white papers that go into more detail about the value and benefits of video conferencing and how the company’s video conferencing solution meets the need (4-6 pages, gated)
• Video demos of product in a real environment (3 minutes)• Customer success videos and content (<2 minutes each)• Promote content via FB & Twitter, use images from the videos and key
call-outs, quotes, • Landing pages promoting the content
Middle Funnel Content Ideas
Can video conferencing integrate into my network?
Design Ask
LATE
How do I buy a video conferencing solution?
Purchase Ask
LATE
• Compare models, compare competitive models via white papers or web pages
• Customer success stories in video and documents• Configurators, base use case configurations (gated)• How to buy checklist (gated)• FAQ – typical questions that come during pre- and post-sales
Late Funnel Content Ideas
How to improve adoption of video conference system?
Retention Ask
POST PURCHASE/UPSELL
• Onsite training of staff• Meeting support services• How to tutorials and videos on
– setting up a video conference– setting up a customer event– using video conferencing and recording to document training– using video conferencing and recording to share with those that
couldn’t attend– using video conferencing to record training– using video conferencing to record company meetings
Retention Upsell Funnel Content
Content for 3 funnel stages: High, Middle, Low– High:
• How video conferencing can reduce travel costs and get more done .– Middle:
• How to integrate video conferencing into your network, reduce travel costs, and delight your customers.
– Low: • Get the ROI calculator to see how much you can save on travel costs
when using video conferencing instead.• Try video conferencing before you buy.
How to Create Slice & Dice Content
Shoot b-roll video that you can slice and dice for many uses
• Use the b-roll to create 1.5 minute snippets• Use cases• Customer testimonials• Demos• Product packaging “box opens”• News announcements• Much more
Video Content Ideas
Percent of buyers searching online
67% Sirius Decisions - 90% Forrester
40% more stakeholders
involved Demandbase
70% say vendors website
most influencial
Compelling Stats
Before you create any content, understand your Persona’s most likely ASK
Then deliver the Answers Where your Persona looks for it.
Creating the TYPICAL LIST of product, service, or solution level collateral and think you have what you need.
Avoid
IT’S NOT ENOUGH.
How to Feed and Nurture
• To nurture a Persona, you need to create sustenance
• Answer the Asks throughout the buying cycle.
• Otherwise you won’t be able to address their care-abouts.
• “The handwriting is on the wall: search engines want machine-readable content to provide more precise answers to user queries. Users want personalized answers at their fingertips as they favor smartphones/tablets over desktops/laptops.”
• Search Engine Land, Future SEO: Understanding Entity Search, Oct 7, 2013 at 8:54am ET by Paul Bruemmer
“The handwriting is on the wall: search engines want machine-readable content to provide more precise answers to user queries. Users want personalized answers at their fingertips as they favor smartphones/tablets over desktops/laptops.”
Paul Bruemmer, Search Engine Land, Future SEO: Understanding Entity Search blog, Oct 7, 2013
NURTURE
DIE WITHOUT SUSTENANCE
JOURNEYS
Thank you!
It’s all aboutTHE ASK
http://contentmarketinginstitute.com
http://www.copyblogger.com/content-marketing/
http://contentmarketingworld.com/
http://www.hubspot.com (get on their list for excellent examples of the best content marketing I've seen)
http://www.web-strategist.com/blog/2013/04/17/index-content-marketing-software-vendors/
http://promotions.prnewswire.com/rs/prnewswire/images/eBook_Multimedia-Content.pdf
Resources