#Concept2Close	

From	
  White	
  Board	
  
To	
  Conversion	
  
Well-Planned Content is Now the Critical
Path to Successf...
#Concept2Close	

Type	
  ques7on	
  here	
  
Welcome	
  Webinar	
  A<endees	
  
#Concept2Close	

Follow	
  This	
  Webinar	
  On	
  Twi<er	
  
#Concept2Close
#Concept2Close	

Today’s	
  Panelists	
  
Dave	
  Bruno	
  
Director,	
  Product	
  Marke0ng	
  
JDA	
  So6ware	

Andrew	
...
#Concept2Close	

Agenda	
  
•  Content	
  Crea0on	
  Challenges	
  
•  Campaign	
  Fuel	
  Stops	
  
•  Growing	
  Role	
 ...
#Concept2Close	

Top	
  Challenges	
  In	
  Crea7ng	
  Content	
  
#Concept2Close	

Of	
  “best-­‐in-­‐class”	
  marketers	
  
said	
  producing	
  enough	
  content	
  
to	
  feed	
  their...
#Concept2Close	

Idea7on	
  Process	
  
#Concept2Close	

From	
  Concept	
  to	
  Campaign	
  
#Concept2Close	

Driving	
  Mul7	
  Touch,	
  Mul7	
  Format	
  
E-book	

 Infographic	

Webinar	

Video White Paper
#Concept2Close	

Planning	
  Before	
  
Publishing	
  
The Most Important Element of a
Successful Content Program
#Concept2Close	

Content	
  Marke7ng…	
  
circa	
  2010	
  
#Concept2Close	

Nice!	
  
Product	
  Management	
  just	
  
created	
  this	
  new	
  eBook!	
  
Hmmm…	
  
I	
  wonder	
 ...
#Concept2Close	

Content	
  Marke7ng…circa	
  2012	
  
Create	
  and	
  Publish	
  
Content	
  to	
  Fulfill	
  the	
  
Nee...
#Concept2Close	

Step	
  1:	
  Define	
  the	
  Campaign	
  
What are the objectives
for the campaign (e.g.
how will it be ...
#Concept2Close	

Step	
  2:	
  Describe	
  the	
  Target	
  Personas	
  
Specifically identify
the different
personas that...
#Concept2Close	

Step	
  3:	
  Map	
  Content	
  to	
  Personas	
  
Map specific content assets to
each persona’s question...
#Concept2Close	

Step	
  4:	
  Plan	
  the	
  Campaign	
  
#Concept2Close	

Case	
  Study:	
  
The	
  Rise	
  of	
  the	
  SoMoLo	
  
Shopper	
  
Building Awareness, Brand Equity,
a...
#Concept2Close	

The	
  Back	
  Story:	
  Commerce	
  in	
  Mo7on	
  
Primary Objectives:
Build brand Reputation as Though...
#Concept2Close	

The	
  Back	
  Story:	
  Commerce	
  in	
  Mo7on	
  
943	
  Downloads	
  
#Concept2Close	

The	
  Campaign	
  Plan	
  
#Concept2Close	

Priority	
  One:	
  Execute	
  the	
  Research	
  
#Concept2Close	

Next:	
  Develop	
  Assets	
  According	
  to	
  Plan	
  
eBooks	
  
#Concept2Close	

Infographics	
  
#Concept2Close	

Web	
  
Events	
  
#Concept2Close	

Live	
  Events	
  
#Concept2Close	

Blog	
  
Posts	
  
#Concept2Close	

Reuse	
  and	
  Repurpose	
  Wherever	
  
Possible	
  to	
  Fill	
  Content	
  Gaps	
  
#Concept2Close	

Well	
  Planned	
  Content	
  Led	
  to	
  An	
  
Overwhelmingly	
  Successful	
  Program	
  
Ini0al	
  S...
#Concept2Close	

Type	
  ques7on	
  here	
  
Q&A	
  	
  //	
  	
  Submit	
  Ques7ons	
  
#Concept2Close	

Q&A	
  	
  //	
  	
  Panelists	
  
Dave	
  Bruno	
  
Director,	
  Product	
  Marke0ng	
  
JDA	
  So6ware	...
#Concept2Close	

Thank	
  you	
  for	
  a<ending	
  today’s	
  webinar!	
  
Take	
  the	
  two	
  minute	
  content	
  
ch...
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From Whiteboard To Conversion [Webinar]

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From Whiteboard To Conversion [Webinar]

  1. 1. #Concept2Close From  White  Board   To  Conversion   Well-Planned Content is Now the Critical Path to Successful Marketing #Concept2Close
  2. 2. #Concept2Close Type  ques7on  here   Welcome  Webinar  A<endees  
  3. 3. #Concept2Close Follow  This  Webinar  On  Twi<er   #Concept2Close
  4. 4. #Concept2Close Today’s  Panelists   Dave  Bruno   Director,  Product  Marke0ng   JDA  So6ware Andrew  Gaffney   Editor  and  Publisher   Content4Demand  
  5. 5. #Concept2Close Agenda   •  Content  Crea0on  Challenges   •  Campaign  Fuel  Stops   •  Growing  Role  of  Idea0on   •  Planning  Before  Publishing   •  Mapping  Content  to  Personas   •  Case  Study  
  6. 6. #Concept2Close Top  Challenges  In  Crea7ng  Content  
  7. 7. #Concept2Close Of  “best-­‐in-­‐class”  marketers   said  producing  enough  content   to  feed  their  campaigns  is  a   major  challenge.   Source:  BtoB  Magazine  
  8. 8. #Concept2Close Idea7on  Process  
  9. 9. #Concept2Close From  Concept  to  Campaign  
  10. 10. #Concept2Close Driving  Mul7  Touch,  Mul7  Format   E-book Infographic Webinar Video White Paper
  11. 11. #Concept2Close Planning  Before   Publishing   The Most Important Element of a Successful Content Program
  12. 12. #Concept2Close Content  Marke7ng…   circa  2010  
  13. 13. #Concept2Close Nice!   Product  Management  just   created  this  new  eBook!   Hmmm…   I  wonder  where  I  should   publish  it?  
  14. 14. #Concept2Close Content  Marke7ng…circa  2012   Create  and  Publish   Content  to  Fulfill  the   Needs  of  an  Integrated   Campaign  Plan  
  15. 15. #Concept2Close Step  1:  Define  the  Campaign   What are the objectives for the campaign (e.g. how will it be measured)? Which target markets will the campaign attempt to influence?
  16. 16. #Concept2Close Step  2:  Describe  the  Target  Personas   Specifically identify the different personas that influence the purchase decision that this campaign will target Thoroughly investigate and document the objectives and pains that will motivate each target’s investment in your product or service Dig a little deeper to identify themes that are top of mind with each persona to help inform both content and promotions Warning:     This  is  the  hard  part!   Without  comple0ng  this  part   of  the  process,  it  was  like   marke0ng  in  the  dark…  
  17. 17. #Concept2Close Step  3:  Map  Content  to  Personas   Map specific content assets to each persona’s questions (both existing assets and those that need to be created) Identify the types of content that will help answer each persona’s questions during every phase of the buying cycle For assets that need to be created, assign owners and due dates to ensure your campaign will have the content required to answer each persona’s questions
  18. 18. #Concept2Close Step  4:  Plan  the  Campaign  
  19. 19. #Concept2Close Case  Study:   The  Rise  of  the  SoMoLo   Shopper   Building Awareness, Brand Equity, and Demand via Research-based Content Marketing
  20. 20. #Concept2Close The  Back  Story:  Commerce  in  Mo7on   Primary Objectives: Build brand Reputation as Thought Leader/Visionary Generate Awareness Drive Engagement
  21. 21. #Concept2Close The  Back  Story:  Commerce  in  Mo7on   943  Downloads  
  22. 22. #Concept2Close The  Campaign  Plan  
  23. 23. #Concept2Close Priority  One:  Execute  the  Research  
  24. 24. #Concept2Close Next:  Develop  Assets  According  to  Plan   eBooks  
  25. 25. #Concept2Close Infographics  
  26. 26. #Concept2Close Web   Events  
  27. 27. #Concept2Close Live  Events  
  28. 28. #Concept2Close Blog   Posts  
  29. 29. #Concept2Close Reuse  and  Repurpose  Wherever   Possible  to  Fill  Content  Gaps  
  30. 30. #Concept2Close Well  Planned  Content  Led  to  An   Overwhelmingly  Successful  Program   Ini0al  Survey  Responses   282   eBook  Downloads   943   Infographic  Views   3,315   Infographic  Poster  Requests   ~100   Webinar  Registra0ons   752   Video  Views   1,136   Prezi  Views   1,678   SlideShare  Views   9,580   Live  Event  A`endees   ~400   Qualified  Leads  Added  to  Pipeline   30   Total  Es0mated  Cost   $30,000   http://www.content4demand.com/the-content-playbook/  
  31. 31. #Concept2Close Type  ques7on  here   Q&A    //    Submit  Ques7ons  
  32. 32. #Concept2Close Q&A    //    Panelists   Dave  Bruno   Director,  Product  Marke0ng   JDA  So6ware Andrew  Gaffney   Editor  and  Publisher   Content4Demand  
  33. 33. #Concept2Close Thank  you  for  a<ending  today’s  webinar!   Take  the  two  minute  content   checkup  assessment:   http://content4demand.com/content-check-up/

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