1. Marketing: A House Divided January 2010 Bob Barker VP of Corporate Communications Marcus R. Tewksbury Director of Customer Intelligence
2. On the same team… But moving in different directions Field Product Corporate Direct Brand Analysts Do your marketer’s work as an integrated team? Or are they throwing it over the wall...
3. Need a shared objective… Collective reason for being should be revenue generation Field Product Corporate Each has a role in advancing a prospect through the stages of their buying cycle
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6. Lessons from publishing world Stick to your lanes. Let each play its own role. Field Knows the process. Can facilitate content creation process. Corporate Feel for macro concerns and trends driving decision making Product Know the product and how it can solve pains
7. Approach is key. The best players in the world can’t execute without a plan.
8. Content Generation Methodology Consistently producing sticky, valuable content is a process – not inspiration 5-Steps to Quality Content Generation
9. 1. Segment a micro-audience You can’t be all things to all people. Find a very specific audience and serve them well. Target an audience of 300... ... and know them very well
10. 2. Map the buying cycle Interview sales, customers, and whomever else needed to build an understanding of the buyers’ buying process 4. And then begin describing what that means to each role throughout the buying cycle. 2. Identify the roles you commonly encounter 1. Start by laying out the simple stages 3. Start by laying out the critical issues faced by the customer…
11. 3. Establish asset map Overlay content over the buying cycles to target specific assets to specific pain points Don’t worry about not being able to apply relevant content to each cell right out of the gate. Over time as your asset library grows it will become easier.
12. 4. Spawn formats Maximize the return on your content investment by repurposing to as many formats as possible Repurposing content opens new points of distribution and has a compounding effect on reach Tweet key takeaways Start a discussion Repackage as presentation Add voice for video Chop into episodic blog posts Deploy as formal release
13. 5. Weave your matrix The cost of distribution is approaching free – spread your ideas far and wide Layout asset types on horizontal Identify which assets are deployed via which channel Layout Channels on Vertical
