3. Agenda
• A view of content from a demand perspective
• Driving content effectiveness and leverage
• Steps to develop a more efficient content strategy
3
4. A View On Content From a Demand
Generation Perspective
6. The Current State Of B To B Content
of buyer interactions are digital in nature,
6
fuels these conversations, yet
of b to b content is never used to close a deal
9. The SiriusDecisions Content Inventory Framework
SiriusPerspective: The most critical element of a content strategy is determining with
whom you are speaking.
9
Audiences Requirements
Influencers
Buyers
Customers
Sales
Employees
Education PublicizePerspectiveAnalysis
Education EngagementSelectionSolution
Initiate AdvocateActualizeParticipate
Prepare ProveEngageConnect
Attract EnableInformDevelop
11. The SiriusDecisions Buying Cycle Framework
Loosening
of the
Status Quo
Committing
to Change
Exploring
Possible
Solutions
Committing
to a Solution
Justifying
the Decision
Making the
Selection
1. 2. 3. 4. 5. 6.
SolutionEducation Selection
11
12. Buying Processes and Demand Type
SiriusPerspective: While it’s true buyers are involving sales later in their cycles, they
don’t always have the ability to do so.
12
New Concept New Paradigm Established Market
• Disruptive product/
service
• No budgetary line item
• Requires issue creation
• Retools existing
processes
• Solves current problem
better
• Replaces current line
item
• Necessary offering
• Highly contested
market
• Price, features, service
are ways to compete
Buyer very unfamiliar Buyer very familiar
Buyer ControlLOW HIGH
Seller EntryEARLIER LATER
Changeability factors: Size of company, geography, industry
14. Engage in ‘Deal Forensics’ By Leveraging Touch Analysis
SiriusPerspective: Most companies are siting on a wealth of data to guide the content
process, yet rarely fully leverage it to extract buyer intelligence to drive alignment.
14
• Discover what messaging, content and offers
are resonating with specific buyer roles
• Develop buyer journey maps to sequence
content
• Align tactics, content and formats to buyer
preferences
• Build and/or enhance personas to guide content
• Create more relevant, integrated, online and
offline ‘conversations’
Examine opportunity and deal anatomy
15. EngagementSelectionSolution
The SiriusDecisions Content Inventory Framework
Audiences
Education
Decision Inflection Points
What is the
nature of this
problem?
How are others
solving this
problem?
How do all the
options stack
up against each
other?
How can I
shorten my
time to value?
Information Components
Asset Formats
Delivery Channels
Outcomes
Sequencing
Buyers
Persona 1
Persona 2
Persona 3
Persona 4
Persona 5
16. Architecture and Analysis
Asset Title Format Buying Cycle Stage
Delivery
Channel
Acme and Me: A Love Story Case Study Education Web site
Acme’s Smarties Tell All White Paper Solution Sales
Why Acme is Better than
KaBlamo Solutions Article Selection Influencers
Acme in Action! Video - Demo Engagement Web site
Acme Scores “Only Slightly
Sucky” on Snooty Analyst
Report Analyst Report Education Social
Acme’s Widget Brochure Selection Sales
Audience: Buyers
Sub-Category: Healthcare CMO, North America
Process Stage: Education
Knowledge Requirement: How are other companies solving XYZ problem?
Asset Title
Key
Knowledge
Component
Asset
Format
Delivery
Mechanism
Objective
Campaign
Theme
Offering
Publish
Date
Source
SiriusPerspective: Conduct a qualitative evaluation and alignment exercise of content
against framework
18. SiriusPerspective: Two lessons we can learn from librarians. Like, real ones.
Beyond Shushing: Big Librarian Ideas
Controlled
Vocabularies
Form vs.
Aboutness
25. Getting Started
25
• Conduct touch analysis to augment buyer
personas to guide your content strategy
• Leverage the SiriusDecisions Content
Framework to guide the process of
content creation and alignment
• Utilize modular content to more
effectively align with buyers and to
leverage and scale efforts
• Encourage continual testing, targeting to
enhance buyer insight
• Assign specific goals to each content
piece to enable effective measurement