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»  2.17.2011 « How to create a content  strategy that connects with Buyer 2.0
Julie Salchert Vice President [email_address] 414.308.1789 Shari Stark Director of Insights [email_address] 414.271.4001
Agenda <ul><li>Part 1:  The changing B2B landscape </li></ul><ul><li>Part 2:  Content strategy & the buyer journey </li></...
The changing B2B landscape Part 1
Photo: Rutlo
Photo: Jackcheng
seller-guided buyer self-guided 3 rd  party/peer input real-time / on-demand content + experiences enabling buying seller ...
Content strategy  & the buyer journey Part 2
Content Strategy: <ul><li>A plan that allows you to provide the  </li></ul><ul><li>right information, at the right time,  ...
 
 
Mapping the Buyer Journey
The Buying Journey
The Buying Journey
The Buying Journey
The Buying Journey
95%   Of B2B purchasers said the solution provider they chose  “provided them with ample content to help navigate through ...
Simple, right?
Simple, right?
The building blocks  of content strategy Part 3
Step back and plan <ul><li>Understand your audience. </li></ul><ul><li>What do they need to know? </li></ul><ul><li>Where ...
 
Who? What?  Where? When?  How?
Audience Research <ul><li>Stakeholder Interviews </li></ul><ul><li>SME Interviews </li></ul><ul><li>Secondary Research </l...
<ul><li>Customer Personas: </li></ul><ul><li>Name and photo </li></ul><ul><li>Personal information </li></ul><ul><li>Busin...
 
 
 
 
Step back and plan <ul><li>Understand your audience. </li></ul><ul><li>What do they need to know? </li></ul><ul><li>Where ...
 
 
Content needs across the buying journey
Step back and plan <ul><li>Understand your audience. </li></ul><ul><li>What do they need to know? </li></ul><ul><li>Where ...
Business Technologists Are Adding Social To Their Mix Of Information Sources April 2010  “Social Technographics®: Business...
Channel Priority Map Key:  4   High Priority  2   S ome Priority  0  Not a Priority
Channel Priority Map 4   High Priority  2   S ome Priority  0  Not a Priority
Channel Priority Map 4   High Priority  2   S ome Priority  0  Not a Priority
Channel Priority Map 4   High Priority  2   S ome Priority  0  Not a Priority
Channel Priority Map 4   High Priority  2   S ome Priority  0  Not a Priority
 
 
Part 4 Content strategy in action
Plumbers Contractors Homeowners
 
 
 
Need animation
 
 
Benefits of Executing a Content Strategy <ul><li>Engage your customers and drive sales </li></ul><ul><li>Build once. Use m...
Free Tools <ul><li>Persona Worksheet </li></ul><ul><li>Channel Map </li></ul><ul><li>Content Quick Start </li></ul><ul><li...
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Fullhouse Webinar: How to create a content strategy that connects with buyer 2.0

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Your customers buy very differently today than they did just a few years ago. Increasing digital channels and social media have redefined where and when they look for information, putting them in control. Content is no longer a one-size fits all element. Creating a content strategy will allow you to connect with your customers, save money and time, and result in more qualified, sales-ready leads and shorter sales cycles.

In this webinar we share how to develop an audience profile, types of content and delivery channels that will engage your customers at each stage of the buying process and how to get the most out of your content.

Published in: Business, Technology
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Transcript of "Fullhouse Webinar: How to create a content strategy that connects with buyer 2.0"

  1. 1. » 2.17.2011 « How to create a content strategy that connects with Buyer 2.0
  2. 2. Julie Salchert Vice President [email_address] 414.308.1789 Shari Stark Director of Insights [email_address] 414.271.4001
  3. 3. Agenda <ul><li>Part 1: The changing B2B landscape </li></ul><ul><li>Part 2: Content strategy & the buyer journey </li></ul><ul><li>Part 3: Building blocks of content strategy </li></ul><ul><li>Part 4: Case study </li></ul><ul><li>Q&A </li></ul>
  4. 4. The changing B2B landscape Part 1
  5. 5. Photo: Rutlo
  6. 6. Photo: Jackcheng
  7. 7. seller-guided buyer self-guided 3 rd party/peer input real-time / on-demand content + experiences enabling buying seller provided info scheduled messages selling
  8. 8. Content strategy & the buyer journey Part 2
  9. 9. Content Strategy: <ul><li>A plan that allows you to provide the </li></ul><ul><li>right information, at the right time, </li></ul><ul><li>in the right places to engage your customer and drive sales. </li></ul>
  10. 12. Mapping the Buyer Journey
  11. 13. The Buying Journey
  12. 14. The Buying Journey
  13. 15. The Buying Journey
  14. 16. The Buying Journey
  15. 17. 95% Of B2B purchasers said the solution provider they chose “provided them with ample content to help navigate through each stage of the buying process.”   - Demand Gen/Genius.com
  16. 18. Simple, right?
  17. 19. Simple, right?
  18. 20. The building blocks of content strategy Part 3
  19. 21. Step back and plan <ul><li>Understand your audience. </li></ul><ul><li>What do they need to know? </li></ul><ul><li>Where are they? </li></ul><ul><li>Who? </li></ul><ul><li>What? </li></ul><ul><li>Where? </li></ul>
  20. 23. Who? What? Where? When? How?
  21. 24. Audience Research <ul><li>Stakeholder Interviews </li></ul><ul><li>SME Interviews </li></ul><ul><li>Secondary Research </li></ul><ul><li>Surveys </li></ul><ul><li>Focus Groups </li></ul><ul><li>Ethnography </li></ul><ul><li>Social Listening </li></ul><ul><li>Private Communities </li></ul>
  22. 25. <ul><li>Customer Personas: </li></ul><ul><li>Name and photo </li></ul><ul><li>Personal information </li></ul><ul><li>Business Information </li></ul><ul><li>User story </li></ul>
  23. 30. Step back and plan <ul><li>Understand your audience. </li></ul><ul><li>What do they need to know? </li></ul><ul><li>Where are they? </li></ul>What? What information are they looking for?
  24. 33. Content needs across the buying journey
  25. 34. Step back and plan <ul><li>Understand your audience. </li></ul><ul><li>What do they need to know? </li></ul><ul><li>Where are they? </li></ul>Where? Where are the best places to reach them?
  26. 35. Business Technologists Are Adding Social To Their Mix Of Information Sources April 2010 “Social Technographics®: Business Technology Buyers”
  27. 36. Channel Priority Map Key: 4 High Priority 2 S ome Priority 0 Not a Priority
  28. 37. Channel Priority Map 4 High Priority 2 S ome Priority 0 Not a Priority
  29. 38. Channel Priority Map 4 High Priority 2 S ome Priority 0 Not a Priority
  30. 39. Channel Priority Map 4 High Priority 2 S ome Priority 0 Not a Priority
  31. 40. Channel Priority Map 4 High Priority 2 S ome Priority 0 Not a Priority
  32. 43. Part 4 Content strategy in action
  33. 44. Plumbers Contractors Homeowners
  34. 48. Need animation
  35. 51. Benefits of Executing a Content Strategy <ul><li>Engage your customers and drive sales </li></ul><ul><li>Build once. Use many. </li></ul><ul><li>Saves time and money </li></ul><ul><li>Consistent messaging </li></ul><ul><li>Aligns internal departments & agencies </li></ul>
  36. 52. Free Tools <ul><li>Persona Worksheet </li></ul><ul><li>Channel Map </li></ul><ul><li>Content Quick Start </li></ul><ul><li>Email: </li></ul><ul><li>[email_address] </li></ul>
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