What is "Structured" Content Marketing? This presentation describes 5 essential qualities of structured content marketing.

1. 5 Qualities of “Structured”
Content Marketing
Dave Zwicker
September 2013

2. What is “Structured”
Content Marketing?
Five Qualities of “Structured” Content Marketing:
1. COMPELLING: Articulates customer solutions and benefits
2. TARGETED: Delivers specific content to specific audiences
3. ALIGNED: Optimizes each stage of the sales funnel
4. INTEGRATED: Powers all aspects of marketing and sales
5. MEASUREABLE: Uses analytics to maximize performance

3. Structured Content is COMPELLING
• Start with “Why” you do what you do …
This is your value proposition - be sure it presents the ultimate customer
experience and business outcomes you can enable for your customers
• Then explain “How” you create valuable solutions for customers using
your unique combination of innovation, best practices and methodologies
• Then describe “What” products, services and technologies you offer as
components of your high value customer solutions
• This will become your “thought leadership” strategy and should reflect the
key business and technology concerns of your target customer set
• Use this agenda to educate, inform, establish trust, demonstrate
leadership and ultimately to form a relationship with future buyers

4. Structured Content is TARGETED
Business
Executives
Technology
Leaders
Channel
Partners
Press and
Analyst
Business
Value X
Technology
Innovation X
Deployment
Models X
Industry
Impact X
InformationCategories
Audience “Personas”
Use a Content Grid to Map Information to Personas

5. Structured Content is ALIGNED
Contacts & Website Visitors
Customers
Content Deliverables:
White papers, tutorials,
eBooks, videos, checklists
Webinars, case studies,
data sheets and brochures
Free trials, demos, assessments,
POCs, price promotions, proposal
boilerplate, ROI/TCO analysis
Offers (CTA) Landing Pages
TOFU
Suspects
MOFU
Prospects
BOFU
Opportunities
Top of Funnel
Objective: Maximize lead quantity
Metrics: Lead volume & conversion rate
Middle of Funnel
Objective: Maximize lead quality
Metrics: Lead scores and qualification rate
Bottom of Funnel
Objective: Maximize opportunity value
Metrics: Deal value and close rate
Sales Funnel Stages:

6. Structured Content is INTEGRATED
Plan Execute
Inbound
Marketing
Outbound
Marketing
Sales
Enablement
Call To Action Fulfillment Proposal
Content Marketing Strategy
WHAT?
Products, Services,
and Technologies
HOW?
Best Practices and
Methodologies
WHY?
Customer Experience
and Business Outcomes
Educate, Inform, Establish Trust, Demonstrate Leadership
TOFU MOFU BOFUFunnel Stages
SocialMedia
Events
Email
Telemarketing
Presentations
Literature
SalesTools
PPC-SEO-PR
Website-Blog

7. Structured Content is MEASUREABLE
• Sales Funnel Metrics:
– Top of Funnel: Lead Volume & Source, Cost/Lead, Conversion Rate
– Middle of Funnel: Lead Scoring and Qualification Rate
– Bottom of Funnel: Deal Value, Close Rate, Acquisition Rate & Cost
– End-End Metrics: Sales Cycle Time and Marketing ROI
• Platforms and Process:
– Website Analytics, Social Media Platforms, CRM Platform, Marketing
Automation Platform, Other Platforms and Measurement Tools
– Monthly Measurement, Assessment and Adjustment of
Inbound/Outbound Marketing Programs and Sales Enablement
Resources
Requires a System for Analyzing and Improving Results

8. What is Virtual CMO’s
Client Engagement Process?
• Conduct a discovery and planning phase
• Assess resource gaps to be filled
• Create content that is compelling, targeted & aligned
• Execute, measure and optimize integrated programs
• Scale up as appropriate

9. Thank You
Email: dave@vcmo.net
Website: www.vcmo.net
Copyright © 2013 Virtual CMO
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