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