Podcamp Toronto 2013: How to create a content marketing strategy

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This presentation shows you how to create a content marketing strategy including creating buyer personas, understanding the sales cycle and developing a content road map.

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Podcamp Toronto 2013: How to create a content marketing strategy

  1. 1. Create a killer content marketing strategy PodCamp Toronto 2013 Shelley Pringle Feb. 23, 2013
  2. 2. SHELLEY PRINGLE@shelleypringlewww.polarisprinc.com/blogLinkedin.com/ShelleyPringleshelley@polarisprinc.com
  3. 3. #PCTO13
  4. 4. The world is awash in content
  5. 5. HOW CAN YOU STAND OUT? 1. Create buyer personas 2. Understand the sales cycle 3. Develop relevant content
  6. 6. WHAT ARE BUYER PERSONAS?
  7. 7. PIPER PARALEGAL SERVICES “We help small businesses collect outstanding accounts and assist with small claims court when customers don’t pay.”
  8. 8. INTRODUCING: FRANK, MARY & BILL
  9. 9. WHY ARE BUYER PERSONAS IMPORTANT?
  10. 10. SMALL BUSINESSES “When a customer doesn’t pay, that’s money right out of my pocket.”
  11. 11. BOOK KEEPERS “I want to help my clients collect the money that’s owing to them.”
  12. 12. ACCOUNTANTS “You can’t run a profitable business if customers don’t pay on time or don’t pay at all.”
  13. 13. HOW ARE BUYER PERSONAS CREATED?
  14. 14. CONTACT TRAITS
  15. 15. COMPANY SIZE
  16. 16. MARKET ORINDUSTRY
  17. 17. GEOGRAPHY
  18. 18. PRODUCT ORSERVICE
  19. 19. DECISION MAKERSTATUS
  20. 20. Ask yourself thesequestions:What problems are theytrying to solve?What kind of content dothey prefer?Who else influences theirdecision?
  21. 21. CREATE PERSONAS FROM THEMES
  22. 22. Where do you get thisinformation?
  23. 23. Your leads are at differentstages of the sales cycle
  24. 24. THE SALES FUNNEL MOFU (Middle ofBRAND BUILDING Funnel)& EDUCATION NURTURESGENERATES LEADSAWARENESS TOFU SALES (Top of Funnel) CONVERTS ATTRACTS LEADS TO LEADS CUSTOMERS
  25. 25. HOW PEOPLE BUY
  26. 26. The same messagewill NOT work for everyevery contact
  27. 27. Top of the FunnelQuestions they have:How do I…?What’s the best…?Should I…?How do I address thisproblem?
  28. 28. Top of the FunnelContent:How to GuidesBest Practice ExamplesTemplatesIdea PostsInstructional Videos
  29. 29. Top of the FunnelIndicators they’reready to move on:Sign up for a demoVisit your pricing pageDownload multiple offersRequest more info
  30. 30. Middle of the FunnelQuestions they have:How can YOU help?Do I need this?What can I expect?Am I making the rightchoice?What do I need to consider?
  31. 31. Middle of the FunnelContent:Case studiesResults & analysisDecision toolsDemo/Trial
  32. 32. Middle of the FunnelIndicators they’reready to move on:Several discussions withsalesDecision-makersbrought inFinal proposal
  33. 33. Bottom of the FunnelThey’re a customer!Repeat purchaseUp sellSupportCustomer feedbackEvangelists
  34. 34. DEVELOP A CONTENT ROAD MAP
  35. 35. PIPER PARALEGAL SERVICES “We help small businesses collect outstanding accounts from their customers and assist with small claims court when customers don’t pay.”
  36. 36. RELEVANT CONTENT
  37. 37. DOWNLOAD OUR FREE TEMPLATE: How to Create Customer Personas http://bit.ly/YIznx2

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