B2B Content Planning Workshop template 2011

Brainrider Better PracticeContent Planning WorkshopTemplate

Agenda• Content Workshop – Today’s objective & outcome – What business are you in? – Who is your audience? – What information do you share today? – What do they want to know? 2

Today’s objective• Tap into the Brainstorming Rules knowledge you have • Scott is the moderator about your customers • Free expression of ideas and thoughts• Get all the possibilities • No idea is a bad idea out on the table • No titles or roles • Time focused• Identify the building • Parking lot blocks that will form the Content Framework

Today’s outcome

Where we are headed:Content Framework 5

http://archives.starbulletin.com/2007/02/20/news/berger.html First, let’s warm up 6

When you’re buyingsomething, where do you look for information? 5 minutes working… 7

We’re in the ____________ business 5 minutes working…http://www.yafaray.org/community/forum/viewtopic.php?f=5&t=2279&start=30 http://makitadirect.co.za/index.php?manufacturers_id=11&page=1&sort=3a

Who is your audience?• Who are you talking to?• Are there specific groups or segments? For Example: • Describe Your 3 Best Customers • Who Is Your Perfect Customer? • Who Are The Buyers, Influencers, Stakeholders? 10 minutes

What info do you share today?• What content do you share today?• What is it about?• How do you choose it?• What does your audience like about it? 10 minutes working…

People look for what they want to know not what you want to tell them

How customers use content tomake solution decisions? If your Define The Evaluate Negotiatecustomerwants to: Problem Alternatives & Commit Education Solutions Credentials & They want: & Thought & Product Decision Leadership Suitability Support • Suitability • How to buy • Trends & assessments Statistics • Credentials What to • Solution • News & analyst comparisons • Real case-use share coverage studies with • Implementation them: • Benchmarks plans • ROI/TCO • 101 Education • Product • How to build their roadmaps business case

What does your customer want/need to know? HINT: It’s not always a pitch.

What does your audience want to know?• What needs & pains do you deal with?• What problems or concerns do they have?• What do they ask for?• What do they search for? 20 minutes working…

Looking for common threads 20 minutes working…

Putting it into practice • Distil into a one page content framework • 90-day content plan • Content development

Next steps• Content framework draft presentation• Finalize content framework• Develop 90-day plan• Present 90-day plan• Approval of 90-day plan• Development of “resource” content• Development of “about us” content 17

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B2B Content Planning Workshop template 2011

by BrainRider Knowledge Marketing Group on Jun 17, 2010

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B2B Content Planning Workshop template 2011 — Presentation Transcript