• I’m Greg• Also know as “Shuey”• Co-founded Stryde• Husband of one, father of three…

and a dog• Master fort builder

WE HELP BRANDS ACCELERATE GROWTH

PRECISE AUDIENCE TARGETING

One of the quickest ways to fail at marketing is not intimately knowing and understanding your audience

Five Components• Audience Identification/Buyer Journey

Mapping• Content Mapping & Creation• The Right Sales & Marketing Mix• Email List Development• Drip Campaigns/Lead Nurturing

Content Marketing Is…a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.

- Content Marketing Institute

Teaching Instead of Selling

60% of all purchase decisions are made before having a conversation

with a sales representative

- Harvard Business Review

61% of consumers say they feel better about a company that delivers custom

content, and are more likely to buy from that company.

- Content Council

People spend more than 50% of their time online looking at content.

- Nielsen

70% of consumers prefer getting to know a company via articles rather

than ads.

- Content+

90% of consumers find custom content useful, and 78% believe that

organizations providing custom content are interested in building good

relationships with them.

- CMO Council

Step 1a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.

Audience Identification/Buyer Journey Mapping

Start With Personas

Persona Development• How do you get the data?– Current customer surveys– Current prospect surveys– Google consumer surveys– Survey Monkey market research surveys

The Buyers Journey

Awareness Consideration Decision

Prospect is experiencing and expressing symptoms of a problem or opportunity.

Prospect has now clearly defined and given a name to their problem or opportunity.

Prospect has now decided on their solution strategy, method, or approach.

The Buyers Journey

Expert Tips• You don’t have to be a market

research expert• You don’t have to pay big bucks for

the research to be done• Get on the phone and ask the right

questions• Stay close to your customers

Step 2a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.

Content Mapping & Creation

Content Mapping

Awareness Consideration Decision

Key Terms• Troubleshoot• Issue• Resolve• Risks• Upgrade• Improve• Optimize• Prevent

Key Terms• Solution• Provider• Service• Supplier• Tool• Device• Software• Appliance

Key Terms• Compare• Versus• Comparison• Pros & Cons• Benchmarks• Review Test

Content Mapping

Awareness Consideration Decision

Content Types• Analyst Reports• Research Reports• Guides & eBooks• Editorial Content• Expert Content• White Papers• Educational Content

Content Types• Comparison White

Papers• Expert Guides• Webinars• Podcasts• Video

Content Types• Vendor

Comparisons• Product

Comparisons• Case Studies• Free Trials• Product Specs• Live Demos

How Are You Different???

10x

Find the very best piece of content on the internet about a particular topic and make it 10 times better in every way, shape, and form.

10x Content• Extremely positive user experience– Desktop, mobile, any device

• High quality, trustworthy, useful, interesting

• Totally different in scope and detail

10x Content• Creates an emotional response – awe, joy, anticipation, admiration

• Solves a problem or answers a question by providing comprehensive, accurate, exceptional information or resources

• Additional content forms– Imagery, video, etc.

Expert Tips• If you’re not going to create unique

content, don’t bother• If you’re not going to create GREAT

content, don’t bother• If you do content right, it will fuel

your social media efforts as well as your SEO– So kill three birds with one stone!

Step 3a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.

The Right Sales & Marketing Mix

19 Traction Channels• Targeting Blogs• Publicity (Traditional Media)• Unconventional PR – Contests, Handwritten Notes

• Search Engine Marketing• Social & Display Ads

19 Traction Channels• Offline Ads• Search Engine Optimization• Content Marketing• Email Marketing• Viral Marketing

19 Traction Channels• Engineering As Marketing– Calculators, Widgets, Etc.

• Business Development• Sales• Affiliate Programs• Existing Platforms–Websites, Apps, Other Networks (Huge

# of users)

19 Traction Channels• Tradeshows• Offline Events• Speaking Engagements• Community Building–Wikipedia, Stack Overflow, Forums, Etc.

Google Search: 19 traction channels

Expert Tips• Find channels under utilized by

competitors• Test 2-3 channels at a time• Laser focus on the core channel that

is most promising & delivering the best results

Step 4a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.

Email List Development

Other Ways• Referral/Forwarding Requests• Relevant Giveaways/Contests• Webinars• Request a Demo

Expert Tips• Constantly be thinking how to

acquire more subscribers at a reasonable price.

• There has to be a compelling offer or your content has to be so insanely valuable that they opt in just because.

Step 5a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.

Drip Campaigns/Lead Nurturing

The Buyers Journey

Awareness Consideration Decision

Prospect is experiencing and expressing symptoms of a problem or opportunity.

Prospect has now clearly defined and given a name to their problem or opportunity.

Prospect has now decided on their solution strategy, method, or approach.

Expert Tips• Segmentation is key!!!• Always ask for feedback• Provide social proof• Test delivery times and days• Mobile friendly• Tag all links with Google’s URL

Builder

ANY QUESTIONS?