The new world of content

marketing

Delivering the right content, to the right

consumer, at the right time, in the right place

Lindsay Lyons: Global Content Marketing

Atul Singh: Global Media Innovation

2 Dell - Restricted - ConfidentialSource: Shift Focus To The Customer Life Cycle To Take L2RM To The Next Level

January 2015, Forrester Research, Inc.

Situation Analysis: We have to be everywhere, all the time

3 Dell - Restricted - Confidential

Document your north star: content strategy

Who are you targeting & what

do you know about them?

What do you want them to think, feel or do after reading

your content? (KPI?)

How are you going to achieve your

goal through your content?

4 Dell - Restricted - Confidential

Dell Customer Journey Framework

5 Dell - Restricted - Confidential

Fill your funnel with modular content

So

cia

l

Veh

icle

s

Nu

rtu

re

Pro

gra

ms

Dyn

am

ic

Ban

ners

Dell.c

om

Slid

e S

hare

Web

inar(

s)

Info

gra

ph

ic(s

)

Vid

eo

(s)

Blo

g P

ost(

s)

Su

mm

ary

Art

icle

(s)

Po

wer

Po

int

Ch

ecklist(

s)

Su

rvey/ Q

uiz

Assessm

en

t

To

ol

White

Paper

Modular Copy/ Images

Visually Consumable Content

Interactive ContentShort-Form Text Content

Media Innovation: Programmatic

7 Dell - Restricted - Confidential

8 Dell - Restricted - Confidential

DMP

DSPDCO

Right Audience

Right Place

Right Content

Always-on Innovation

TV

Mobile

Display

Social

Search

Video

Enabled on…

RetargetingProspecting

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Cookie is dropped, and contact moves to “Stage 2”

Awareness/discover level content based on target segment (e.g.

Prospecting)

Did contact click on frame 2 - 4 to download security asset?

Retargeted stage 1 and Dell.com contacts are now served educate

level content (e.g. Retargeting)

Assets which the contact has downloaded will be removed from pool on offer in Stage 2

Did contact engage with Stage 2 content?

YesNo

Stage 1

Contact will continue to be offered “Stage 1” content

Contact enters Nurture program

Did contact complete and submit form?

Yes

Stage 2

Contact will continue to be targeted by stage 2 content until form

submission/ conversion

YesNoNo

Contact enters Nurture program

Did contact complete and submit form?

Yes

10 Dell - Restricted - Confidential