This document provides tips for effective content marketing tactics across the customer lifecycle. It recommends rethinking the traditional linear customer funnel by mapping omnichannel customer journeys. It also suggests rethinking deliverables by breaking up content into reusable components that can be republished across different formats and platforms. The document concludes by advising companies to conduct an omnichannel readiness review and build customer journeys and stories using reusable content components.

1. Effective tactics for content
marketing
…across the entire
customer lifecycle
Unify your content flows
noz.urbina@urbinaconsulting.com

2. @nozurbinaNoz Urbina, Urbina Consulting
Content strategist & modeller
Consultant/trainer
Author
Guest Lecturer (Graz University)
urbinaconsulting.com/events
89 3929 31 x88
24g
UC.com 2015

3. @nozurbinaObligatory logo slide
10 points to help you decide if you’re a match with Urbina Consulting:
urbinaconsulting.com/about-you
horizontal
vertical

4. @nozurbinaA series of tactical tips…
Rethink the funnel
Q&A(?)
(time permitting)
Rethink the task
Rethink the
deliverables

5. RETHINK THE TASK
5 - Urbinaconsulting.com @nozurbina

6. Trend identified in “NewYorkTimes Innovations Report” bit.ly/1pQbLDz
Today’s users don’t want to browse or search
for answers.The new paradigm is:
“If something is important, it will find me”
https://www.flickr.com/photos/isherwoodchris/3096255994
Life after search

7. @nozurbina
Life after ads
“Overt selling has given way to problem
solving. Sweeping statements have given way
to conversation-like messages.”
— Robert Rose, Co-founder, Content Marketing Institute
“Content Marketing ContentStrategy”, Intercom Magazine, May 2013
Image: Moyan Brenn

8. @nozurbina
Content karma
The more real value you give to consumers, the
more that will come back your way.
— Me
“How to AdjustYour Content Strategy for Adaptive Content Personalization” bit.ly/ac-how2
Image: Moyan Brenn

9. @nozurbina
Content karma
“Is it working?” implies you know the answer to another
question: “What is it for?”
…The right answer is, “My content is for [insert your
audience’s goals].”
— JayAcunzo,VP of platform, NextViewVentures
http://contentmarketinginstitute.com/2016/07/content-marketing-working
Image: Moyan Brenn

10. @nozurbinaTips to take away….
Customers feel good
content will
find them
It’s not about us,
it’s about them
It’s worthless
if it’s not special &
adding value

11. RETHINK THE FUNNEL

12. @nozurbinaLinear customer lifecycle
www.garymagnone.com/blog/content-marketing-digital-touchpoints/v

13. Lifecycle
Journey
A customer lifecycle has many journeys….
Journey Journey Journey
Moment
Moment
Moment
Moment
A customer journey has many moments….Moment
Moment
Moment
Moment
Moment
Moment
Moment
Moment
Moment
Moment
Moment
Moment
Lifecycle = Brand
perspective
Journeys =
User
perspective

14. Anonymous Contact Lead Customer Advocate
General
researching
Supplier
evaluation
Negotiation Signing
JourneyLifecycle Getting a mortgage

15. @nozurbina
Omnichannel
journey mapping
Inventory, Audit,
Analysis
Initial user
research /
persona
development
Brand strategy &
commercial goals
Initial task matrix,
Insights, Analytics
Unify
Measurement &
optimization
Delivery
Create
Editorial plan,
Content
modelling,
Writing guidelines
Taxonomy &
information
architecture
Development
specifications
UX Pattern
Libraries
Persona researchers
should ideally know
what they’re feeding
into
Continuous
improvement
Design

16. @nozurbinaRight content, right time
Assets work best
when optimised by
context as well as
audience segment

17. @nozurbinaNot right format, right time
Not a
journey!
http://www.blastam.com/customer-journey

18. @nozurbinaLine up calls to action
Across deliverables & time:
The “red thread”
Content marketing
Marketing content
Deep (tech)
documentation
Search/Social
layer
e.g. Enterprise
SW

19. @nozurbinaTips to take away….
Flesh out your lifecycles
with customer-centric
journeys & personas
Work with your
colleagues,
not in a silo
Go beyond
hits & the sale

20. RETHINK DELIVERABLES FOR
OMNICHANNEL REUSE

21. econ.st/1UjOSuv

22. @nozurbina
Trend identified in “2016 B2B CM
Trends, CMI” bit.ly/cmi-b2breport16

23. @nozurbinaFixing the content
23
WWW.
Break up content
into format-free
components

24. @nozurbinaComponents / “Atomisation”
Overall set
of assets
New
Scenario
New
Audience
New
Platform

25. @nozurbinaWriting for component reuse
Topic Overview
Case Study Leaflet
Whitepaper
>
>
Title, Short
description
Video
Title, Image,
Short
description
Video
YouTube,
FB, Vimeo
(with subtitles)
Blog 1
>
Blog 2,3…
>
See also:
“Atomisation”
28% sales increase for
Radix Communications
bit.ly/cmi-atomize

26. @nozurbina
Pharma component reuse
Multi-page Medical
Letters &
Manual rewrites into
FAQs
Quick answers(a few lines)
Overview (FAQ, a few paras)
Medical Letters (learning)
In any format…

27. @nozurbinaTips to take away….
Content is the strategic
business asset, not the
deliverables
Plan evergreen &
topical together
Build editorial
structures with
reusable components

28. @nozurbinaWhat you should do now
Do omnichannel
readiness review
(people, process, platform,
positioning)
Consider the
metrics & KPIs
Build detailed,
multi-context
journeys/stories
Audit the current
state
Componentize
deliverables into
content assets
Implement
MinimumViable
Prototype

29. @nozurbinaThank you!
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