My Content Marketing World 2014 presentation drew a standing-room-only crowd. To speed the buyers’ journey takes the right mindset, right questions, bold insights and inventive answers. Learn 5 ways to speed the journey from content marketing to cash-paying customers.
25. #CMWorld
TOOLS
One-Page Plan
Personas
Stories & Heroes
Message Map
Calendar
Automation
Analytics
26. Content Marketing One-Page Plan
Mission: Best source of information on
optical LANs. Educate readers on:
• How to address key tech & business challenges.
• Identify industry, technology & user trends.
• Educate readers on how to generate revenue,
#CMWorld
reduce expense & improve user experiences.
• Deliver useful information, thought-provoking
insights, resources & relief.
27. #CMWorld
Content Marketing One-Page Plan
Who we serve: Enterprises, government
bodies with 400+ employees. Engineers,
technical buyers, executives and economic
buyers. Green buyers.
What’s in it for the audience? Ideas that
lead to greater success for you and your
company.
28. Content Marketing One-Page Plan
Topics
• Business-affecting user and technology
trends, customer stories.
• Optical LAN: Compare performance,
reach, cost and security of passive Optical
LAN with copper-based LAN. Compare
copper with fiber optics.
Promote industry association APOLAN.
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29. Content Marketing One-Page Plan
Serving Sizes
Time Words Media
0:07 23 Headline, Tweet, sound bite, cartoon
2:00 400 Web page, blog, news release,
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video, infographics
5:00 1,000 Magazine article, contributed articles,
long video
20:00+ 4,000+ White paper, app note, e-book
30. Content Marketing One-Page Plan
Calls to Action
Soft: Watch video. Read blog, magazine
article or white paper.
Hard: Enter demand funnel – read a gated
white paper, sign up for a webinar, qualify at a
trade show or event.
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31. Content Marketing One-Page Plan
Results
• Website traffic +30% (2013 vs. 2012)
• Soft conversions up to 46%
• Brand value +$78 million or 288% (2013 vs.
2012, Brand Finance)
• Sales pipeline $20 million
• Revenue $3 million vs. target of $1 million
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35. SEE THROUGH
CUSTOMERS' EYES
SPEED
BUYERS'
JOURNEY
CLEAR THE
BUYERS' PATH
APPLY THE RIGHT
SKILLS & TOOLS
CREATE A CONTENT
CULTURE
BE A GURU, GUIDE,
PARTNER OR HELPER
MAP THE MESSAGE #CMWorld