Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

The 5 Building Blocks For A Sustainable Content Strategy - #SPS2015

441 visualizaciones

Publicado el

Demand Gen Report's Strategy and Planning Series session brought to you by Content4Demand

Publicado en: Marketing
  • Sé el primero en comentar

The 5 Building Blocks For A Sustainable Content Strategy - #SPS2015

  1. 1. #SPS2015 The  5  Building  Blocks   For  A  Sustainable   Content  Strategy   SPONSORED BY:
  2. 2. #SPS2015 Follow  This  Webinar  on  LinkedIn  &  Twi5er   #SPS2015     Demand  Gen  Report:  @DG_Report   Kim  Zimmermann:  @KimZim2764   Content4Demand:  @Content4Demand   Dana  Harder:  @DanaHarder   Ma5hew  McKenzie:  @mstuartm  
  3. 3. #SPS2015 Register  &  A5end  To  Win  An  Apple  Watch     •  Earn  1  AutomaLc  Entry  When  You  Register    And    Second  Entry  When  You  AOend  Live   •  Register  &  Tune-­‐In  To  All  #SPS2015  Live   Sessions  For  The  Best  Chance  To  Win       Register  For  &  AOend  #SPS2015  Webinars     For  More  Chances  To  Win  An  Apple  Watch  
  4. 4. #SPS2015 About  Demand  Gen  Report   •  Tracking  best  pracIces  in  lead   generaIon  since  2007   •  Newsle5er  has  grown  to  more  than   30,000  readers   •  Offering  a  menu  of  research  and  best   pracIces  reports     •  New  audio/video  podcasts  at   DemandGenReport.com   @DG_Report   hOp://linkd.in/DG_Specialists    
  5. 5. #SPS2015 QuesIons,  Tweets  &  Resources   Submit  your   quesLons  here   Download     today’s  resources   Join  the  conversaLon   #SPS2015  
  6. 6. #SPS2015 Panelists   MODERATOR:   Kim  Zimmermann   Sr.  Managing  Editor,  Demand  Gen  Report   Dana  Harder   VP  of  Client  Strategy   Content4Demand     @DanaHarder   Ma5hew  McKenzie   Chief  Content  Officer   Content4Demand     @mstuartm  
  7. 7. The  5  Building  Blocks  For  A   Sustainable  Content  Strategy   Dana  Harder,  VP  Client  Strategy,  Content4Demand   MaO  McKenzie,  Chief  Content  Officer,  Content4Demand    
  8. 8. CONTENT4DEMAND   8   Agenda   THE  STATE  OF  CONTENT  MARKETING  
  9. 9. CONTENT4DEMAND   9   IF  CONTENT  IS  GOOD…   MORE  CONTENT  MUST  BE  BETTER,  RIGHT?   90%  of  B2B  marketers  now  use  content  markeIng   73%  produce  more  content  than  they  did  a  year  ago   55%  plan  to  increase  their  content  markeIng  investments     T H E   S T A T E   O F   C O N T E N T   M A R K E T I N G  
  10. 10. CONTENT4DEMAND   10   BUT  NOW  WE  HAVE…   CONTENT  FATIGUE!   •  Inside  out:  The  “markeIng  selfie.”   •  ReacLve:  The  customer  speaks,  you  respond  (oken  too  late).   •  Generic:  “One-­‐size-­‐fits-­‐all”  is  an  insult,  not  a  strategy.     T H E   S T A T E   O F   C O N T E N T   M A R K E T I N G  
  11. 11. CONTENT4DEMAND   11   THIS  IS  NOT  SUSTAINABLE  .  .  .     The  content  faIgue  trap:  MORE  and  MORE  content  –  LESS  and  LESS   response.  It’s  a  vicious  cycle  –  and  we  know  how  it  ends:     T H E   S T A T E   O F   C O N T E N T   M A R K E T I N G  
  12. 12. CONTENT4DEMAND   12   BUT  WE  CAN  FIX  IT….   T H E   S T A T E   O F   C O N T E N T   M A R K E T I N G   The  5  Building  Blocks  For  A  Sustainable  Content  Strategy:     1.  Personas   2.  Content  Audits  /  Gap  Analysis   3.  Messaging   4.  Content  /  Repurposing   5.  Measurement    
  13. 13. CONTENT4DEMAND   13   Agenda   PERSONAS:  GET  TO  KNOW  YOUR  BUYER  
  14. 14. CONTENT4DEMAND   14   From  Theory  to  PracIce:     Applied  Buyer  Insights   Buyer  insights  are  the  starIng  point  on  a  journey  to   messaging  and  content  to  support  consistent,   impachul  and  cost-­‐effecLve  demand-­‐gen  programs.   P R O J E C T   E L E M E N T S   &   G O A L S   PERSONAS   IdenIfy  Key   Buyer  Insights     MESSAGING   Synthesize  &   PrioriIze   Insights   FRAMEWORK   Applied   Messaging     AUDIT/GAP   Content   Impact  &  ROI   NURTURE   Content   Deployment   TRACK/MEASURE/ANALYZE/EXPERIMENT/ADAPT  
  15. 15. CONTENT4DEMAND   15   Persona  Development  Process   This doesn’t have to be complex, but it does need to be a repeatable and reliable formula. B U Y E R   P E R S O N A S :   M E T H O D S   &   F I N D I N G S    
  16. 16. CONTENT4DEMAND   16   Persona  Development  Process   Getting started: •  Insights from data sources, internal stakeholders. •  Customer conversations. Best in class: •  Quantitative research: Surveys, focus groups. •  Testing and validation: “Assumptions behind the assumptions.” B U Y E R   P E R S O N A S :   M E T H O D S   &   F I N D I N G S    
  17. 17. CONTENT4DEMAND   17   Persona  Development  Process   Identify target market/audience segments. Organize insights by key business/behavioral categories: •  Buying triggers: WHY do they take action. •  Pain points: What KEEPS THEM AWAKE at night? •  Content preferences: Where are their digital WATERING HOLES? B U Y E R   P E R S O N A S :   M E T H O D S   &   F I N D I N G S    
  18. 18. CONTENT4DEMAND   18   IT  Leader:  ConservaLve  vs.  Progressive  Mindset   This  job  role  appears  to  embrace  two  segments  with  surprising  differences.  One  segment  is  highly  engaged,  opImisIc  and  focused   on  turning  IT  into  a  source  of  strategic  business  value.  The  other  segment  can  be  more  conservaIve  and  even  cynical  about   business-­‐IT  collaboraIon,  the  use  of  technology  as  a  compeIIve  differenIator  and  other  issues.  For  the  la5er  group,  technology   value  is  largely  a  quesIon  of  idenIfying  and  validaIng  tangible  business  benefits.   Profile  Snapshot   Titles  I  May  Have:   CIO,  IT  Leader  or  Director,  IT  Manager  (at  smaller  firms),  VP  of  Technology   Buying  Role   Specific  IniIaIves   Top  Pain  Points  General  PrioriIes     Measures  of  Success     Watering  Holes     Vendor  Eval.  Criteria     Buying  Triggers   •  Contract  expiraIons.   •  Serious  issues  with  an   exisIng  technology   provider.   •  Major  downIme  events   or  tech-­‐related   disrupIons  that  can  be   addressed  by  changing   vendors.   BUYER  PROFILE   CORE    PERSONA    INFORMATION   •  Evenly  split  between   primary  decision-­‐maker   and  recommender/   influencer.  When   self-­‐idenIfied  as  a   recommender,  the   CEO/Owner  is   usually  cited  as  the   decision-­‐maker.   •  Assessing  and  maintaining  network/ Internet  capacity.   •  EvaluaIng  and  implemenIng  managed  IT   services  as  part  of  a  broader  cost-­‐and-­‐ efficiency  iniIaIve.   •  IT  security  iniLaLves  are  now  a  “huge”  part   of  many  day-­‐to-­‐day  priority  lists.   •  “AcIonable”  analyIcs  and  BI  iniIaIves.   •  [ConservaIve]  IT  infrastructure  assessment   and  implementaIon.   •  Working  with  business  stakeholders  to   support  innovaIon  and  growth.   •  Long-­‐term  strategy  and  planning.   •  Modernizing  and  upgrading  technology   systems.   •  Staying  ahead  of  IT  security  threats.   •  [ConservaIve}  Controlling  costs  and  finding   ways  to  do  more  with  less.   •  [ConservaIve]  “Keeping  the  lights  on”  basic   maintenance  acIviIes.   •  Security  threats  that  pose  a  criLcal  risk  to   company  systems,  data  stores  and  business   processes.   •  Business  applicaIon  downIme  -­‐  with  or   without  a  cyber-­‐security  aspect  to  the   problem.   •  Network  reliability/capacity  limitaIons.   •  [ConservaIve]  Dealing  with  outsourcing  and   headcount/budget  cuts  related  to   percepIon  of  IT  as  a  cost  center.   •  Efficiency  –  in  this  case  with  a  focus  on   maximizing  the  ability  to  use  exisIng   resources  to  serve  more  aggressive  business   goals.   •  Reliability:  The  key  impact  in  this  case  is   about  business  impacts  (e.g.,  unplanned   downIme  for  key  systems)  –  the  most  direct   threat  to  the  IT  leader’s  credibility  and  job   security.   •  Mostly  in  line  with  global  average  content   preferences.   •  Web  search.   •  Technology  news  publicaIons  and  web   sites.   •  Vendor  web  sites.   •  Analyst  reports.   •  Not  generally  recepIve  to  vendor-­‐supplied   content;  excepIons  in  cases  where  the   vendor  is  known  and  trusted.   •  Tangible  business  impacts  are  extremely   important  to  this  group,  with  over  75%   ciIng  as  a  top  factor.   •  Employee  producIvity  gains  reflect  the   same  focus  on  specific  and  acIonable   success  metrics.   •  Delivered  on  promised  features  or   capabiliIes.   •  Minimal  impact  on  exisIng  IT  staff  and   resources.  
  19. 19. CONTENT4DEMAND   19   Agenda   AUDIT/GAP  ANALYSIS:  ROI  RESCUE  
  20. 20. CONTENT4DEMAND   20   WHY  AUDIT?   Where  to  focus    new  content  investments.   When  to  update/repurpose/reIre  content.   Which  assets  have  quality/usability  issues.   Which  buyers/stages  are  not  yet  addressed.   What  content  is  available  for  “turnkey”  campaign  use.   C O N T E N T   A U D I T   &   G A P   A N A L Y S I S   B2B  marketers  rouInely  spend  MILLIONS  on  content  they  never  use.  A  content   audit  enables  you  to  FIND  and  FIX  the  underlying  problems.  
  21. 21. CONTENT4DEMAND   21   WHAT  AND  HOW  TO  AUDIT   T Y PI C AL   AUD I T   C R I T E R I A:     Content  format   Date  created   Repurposing  potenIal   Age  &  vulnerability  to  aging   “Problem”  assets   Persona  alignment   Buyer’s  journey  alignment   Product/soluIon  menIons       C O N T E N T   A U D I T   &   G A P   A N A L Y S I S  
  22. 22. CONTENT4DEMAND   22   A P P L I E D   M E S S A G I N G ,   C O N T E N T   S E L E C T I O N   &   G A P   A N A L Y S I S     THE  GAP  ANALYSIS   The  quesLon:  What  content  is  available  for  a  campaign  targeIng  a   given  persona,  message/topic  focus  and  buyer’s  journey  stage?     A  gap  analysis  shows  what’s  missing  –  allowing  you  to  make  smart  use  of   scarce  resources  and  create  content  where  you  need  it  most.  
  23. 23. CONTENT4DEMAND   23   A P P L I E D   M E S S A G I N G ,   C O N T E N T   S E L E C T I O N   &   G A P   A N A L Y S I S     THE  GAP  ANALYSIS   S T A G E   C O N T E N T   O P T I O N S / N O T E S   S T A T U S   G A P ?   Inform   Client  PerspecIve:  InnovaIng  the  Way  You  Innovate   Turnkey   Trigger   BT  2020:  IGT’s  Future  in  the  Empowered  Era   Turnkey   Benefit   BYOD  Delivers  on  IT  Leaders’  ExpectaIons   Turnkey   Diff.   Shadow  IT  &  the  Rise  of  the  Cloud   Turnkey   Bus.  Case   Looking  to  Run  a  More  Efficient  &  Cost-­‐EffecIve  Business?  (Should  be  updated  to   arIculate  specific  business  impacts  &  BT  alignment.)   Update/   Refocus   Confirm   Case  study  gap  –  looking  for  a  relatable  example  of  an  IT  group  using  Client  to  support   the  new  business  relaIonship.   New  
  24. 24. CONTENT4DEMAND   24   Agenda   APPLIED  MESSAGING  
  25. 25. CONTENT4DEMAND   25   ConnecLng  The  Buyer  To  The  Content   Messaging is often the missing step between personas and content.! A P P L I E D   M E S S A G I N G  
  26. 26. CONTENT4DEMAND   26   Personas  &  Buyer-­‐Focused  Messaging   EducaLon   Phase   TRIGGER:  Pinpoint  the  idea  or  concept  that  will  persuade  persona  taking  on  acIon.   INFORM:  Connect  the  persona  with  the  business  issue   BENEFIT:  Explain  how  soluIon  can  meet  the  persona’s  need  or  solve  problem.   DIFFERENTIATE:  Illustrate  how  your  soluIon  is  unique  from  other  alternaIves.   BUSINESS  CASE:  Offer  investment  raIonale  based  on  persona’s  decision  criteria.   CONFIRM:  Reinforce  the  vendor  choice  via  peer  tesImonials  or  success  examples.   PRODUCT  OR  SOLUTION  MESSAGING  MAP   NarraLve  Elements  SiriusDecisions  B-­‐to-­‐B  Buying  Cycle   PERSONA   VALUE  PROPOSITION   Loosening  of  the  Status  Quo   Commi|ng  to  Change   Exploring  Possible  SoluIons   Commi|ng  to  a  SoluIon   JusIfying  the  Decision   Making  the  SelecIon   1 3 4 5 6 2 SoluLon   Phase   Vendor   SelecLon   Phase   A P P L I E D   M E S S A G I N G  
  27. 27. CONTENT4DEMAND   27   Messaging  Recap:     Sample   PRIMARY  MESSAGING  ELEMENT   My  IT  group  has  commi5ed  to  a  strategic  shik:   CollaboraIng  with  the  business  as  trusted  advisors  –   not  acIng  like  gatekeepers  or  order-­‐takers.  Help  me   prepare  my  team  –  and  learn  how  to  assess  and   implement  the  right  IT  soluLons  –  to  make  this   transformaIon.     SECONDARY  MESSAGING  ELEMENT   Security  was  an  issue  in  the  past,  but  today  it  is  an  all-­‐ consuming  imperaLve.  I  can’t  afford  to  ignore  this,  but   I  also  can’t  sacrifice  our  strategic  business  technology   goals.  I  need  help  resolving  this  dilemma  –  and  I  need   it  yesterday!       INFORM: How has the business-IT relationship evolved? What do I need to know as an IT leader about how my business colleagues think about and use business technology today? TRIGGER: What’s at stake for my budget, my team and my career as this new approach to business technology continues to evolve? BENEFIT: How do we adapt our technology assessment and implementation decisions to serve our new strategic role? How do particular technology solutions meet our requirements? DIFFERENTIATE: How do Verizon’s solutions serve our business technology goals? What makes them uniquely suited to drive innovation, collaboration and growth without sacrificing our IT security imperatives? BUSINESS CASE: Are there business metrics or KPIs that we can use to measure our progress towards this new view of the IT organization? Can Verizon demonstrate its ability to help us move the needle on these KPIs? CONFIRM: How are IT groups similar to ours using Verizon solutions to solve these challenges, support business innovation and growth, and make this strategic shift? A P P L I E D   M E S S A G I N G  
  28. 28. CONTENT4DEMAND   28   Agenda   Content  CreaIon  /  Repurposing  
  29. 29. CONTENT4DEMAND   29  MAPPING  BUYER  INSIGHT  TO  CONTENT  STRATEGIES.     3  Begin  with  the  buyer.  End  with  engagement.                 KEYS  TO  A  KILLER  CAMPAIGN   1.  Create  content  in  a  progression  and  align  to  the  buyers  journey.     2.  Let  the  persona  define  the  asset  type.   3.  Create  content  for  the  enLre  funnel.   4.  Repurpose  and  modularize  content.     C O N T E N T   C R E A T I O N   A N D   R E P U R P O S E  
  30. 30. CONTENT4DEMAND   30   STEP  1:   Create  A  Progression   EducaLon   Phase   TRIGGER:  Pinpoint  the  idea  or  concept  that  will  persuade  persona  taking  on  acIon.   INFORM:  Connect  the  persona  with  the  business  issue   BENEFIT:  Explain  how  soluIon  can  meet  the  persona’s  need  or  solve  problem.   DIFFERENTIATE:  Illustrate  how  your  soluIon  is  unique  from  other  alternaIves.   BUSINESS  CASE:  Offer  investment  raIonale  based  on  persona’s  decision  criteria.   CONFIRM:  Reinforce  the  vendor  choice  via  peer  tesImonials  or  success  examples.   PRODUCT  OR  SOLUTION  MESSAGING  MAP   NarraLve  Elements  SiriusDecisions  B-­‐to-­‐B  Buying  Cycle   PERSONA   VALUE  PROPOSITION   Loosening  of  the  Status  Quo   Commi|ng  to  Change   Exploring  Possible  SoluIons   Commi|ng  to  a  SoluIon   JusIfying  the  Decision   Making  the  SelecIon   1 3 4 5 6 2 SoluLon   Phase   Vendor   SelecLon   Phase   C O N T E N T   C R E A T I O N   A N D   R E P U R P O S E  
  31. 31. CONTENT4DEMAND   31  MAPPING  BUYER  INSIGHT  TO  CONTENT  STRATEGIES.     3  Begin  with  the  buyer.  End  with  engagement.                 EDUCATION   E-books, Infographics, Assessments, Motion Graphics, White Papers, Guides, Blogs, Newsletters    SOLUTION               White Papers, White Board Videos, Checklists, Q&As, Briefs, Case Studies        SELECTION   Checklists, Q&As, Briefs, Case Studies, Testimonials, ROI Calculators   STEP  2:   Let  The  Persona  Define  The  Asset  Type   C O N T E N T   C R E A T I O N   A N D   R E P U R P O S E  
  32. 32. CONTENT4DEMAND   32   STEP  3:   Content  For  The  EnLre  Funnel   C O N T E N T   C R E A T I O N   A N D   R E P U R P O S E  
  33. 33. CONTENT4DEMAND   33  MAPPING  BUYER  INSIGHT  TO  CONTENT  STRATEGIES.     3  Begin  with  the  buyer.  End  with  engagement.                 STEP  4:   Repurposing  /  Modular  Content   EducaIon   SoluIon   SelecIon   Progressive     Blog     Webinar   Guide     Repurposed     Infographic         G-­‐book   Video   Many-­‐to-­‐One     Blog  round-­‐up   Top  5  checklist   Case  study   por}olio   C O N T E N T   C R E A T I O N   A N D   R E P U R P O S E  
  34. 34. CONTENT4DEMAND   34   Agenda   WHY  MEASUREMENT  MATTERS   C O X   M E D I A   C A S E   S T U D Y  
  35. 35. CONTENT4DEMAND   35   When  it  comes  to  measurement…   W H Y   M E A S U R E M E N T   M A T T E R S   you need to walk ! before you run!.!
  36. 36. CONTENT4DEMAND   36   Semng  RealisLc  Goals   1.  What can you measure right now? 2.  How will you define success?
 3.  How can I repeat my results consistently? W H Y   M E A S U R E M E N T   M A T T E R S  
  37. 37. CONTENT4DEMAND   37   Case  Study:  Cox  Media     2014  Success  Kit     •  Partnered  with  Content4Demand  to  build  a  foundaIonal  content  library  for  this  theme.       •  The  2014  Success  Kit  campaign  comprised  of  5  assets  in  a  variety  of  formats  designed  to   appeal  to  their  SMB  customers.   W H Y   M E A S U R E M E N T   M A T T E R S  
  38. 38. CONTENT4DEMAND   38   Case  Study:  Cox  Media     2014  Success  Kit  Results     •  Generated  interest  from  more  than  2,300  potenLal  leads.     •  More  than  750  downloads/views.     •  Major  contributor  for  Q1  lead  and  demand  gen  performance;  pu|ng  Cox   Media  more  than  16%  ahead  of  last  year.     •  Content  conInued  to  pay  dividends  as  content  was  repurposed  all  year   long  and  assisted  in  driving  Q4  leads.   W H Y   M E A S U R E M E N T   M A T T E R S  
  39. 39. CONTENT4DEMAND   39   Case  Study:  Cox  Media     Taking  What  They  Learned  Into  2015     EDUCATION   SOLUTION   SELECTION   W H Y   M E A S U R E M E N T   M A T T E R S  
  40. 40. CONTENT4DEMAND   40   QUESTIONS   Ma5hew  McKenzie   Chief  Content  Officer   ma5@gthreecom.com   415.490.6535   Dana  Harder   VP,  Client  Strategy   dana@gthreecom.com   224-­‐578-­‐2099  
  41. 41. #SPS2015 Q&A    Panelists   MODERATOR:   Kim  Zimmermann   Sr.  Managing  Editor,  Demand  Gen  Report   Dana  Harder   VP  of  Client  Strategy   Content4Demand     @DanaHarder   Ma5hew  McKenzie   Chief  Content  Officer   Content4Demand     @mstuartm  
  42. 42. #SPS2015 40+  Sessions    //    2  Tracks    //    500+  B2B  Marketers   More  Info:  www.Content2Conversion.com   February  15-­‐17,  2016                                                                                                                                                                  ScoOsdale,  Arizona  

×