» 2.17.2011«
How to create a content strategy that connects with Buyer 2.0
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
