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Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation
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Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation

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Presented at MassTLC's April 4, 2014 Growth Hacking Summit (http://www.masstlc.org/event/id/400995/Sales--Marketing-Summit-Building-a-Lean-Self-Perpetuating-Marketing-Ma.htm ) - Jonathan Burg and Alan …

Presented at MassTLC's April 4, 2014 Growth Hacking Summit (http://www.masstlc.org/event/id/400995/Sales--Marketing-Summit-Building-a-Lean-Self-Perpetuating-Marketing-Ma.htm ) - Jonathan Burg and Alan Belniak walk through some of the steps to create a content marketing strategy that aligns with the objectives of a B2B marketing funnel. In the session, they describe some of the pitfalls to avoid, and give practical, hands-on advice (via three break-out sessions) toward creating that strategy.

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  • The next 90 minutes won’t be a full workshop, but very interactive where we hope you walk away with practical tips and tools that you can bring back to your teams. Now some of you might recognize the image behind me, and if you do, you’re probably the same age as Alan …
  • So who are we? I’m Jonathan Burg – http://www.twitter.com/jonmburg | http://www.linkedin.com/pub/jonathan-burg/10/910/2b8 And I’m Alan Belniak – http://www.Twitter.com/abelniak | http://www.LinkedIn.com/in/AlanBelniak
  • Taking a tried-and-true publishing approach – Who, what, where, why and when … of content marketing. And answer some of these questions that we may all be too busy to answer. What is holding us back, who are our buyers, what content do I need and what the heck do I do with it.
  • Paid Media is Important, But Once it Gets Turned Off, It Goes Awayorganic search vs. paid searchMake your paid efforts amplified … Focus On Useful and Helpful Instead of Sales-ywhen all else fails, be empatheticAlways be solving the pain points that we found on the previous slideIf you focus on solving customer challenges to help with thisconversion
  • Not“It’s not You, It’s Me”It *is* “It’s You, not Me”… it’s like a “reverse Costanza”.Focus on your customers, and your customers using your solutionsThis is all about story telling, not pitchingThis is why case studies (typically) work wellPeople are reluctant to make the first move, but are OK with it if they see their peers
  • People typically make decisions after they’ve seen what others do. This is why BB vendors site visitors crave case studies and testimonials.
  • Oneof the most critical aspects of a content strategy is developing content that is aligned to what your buyers need. Lets start with your solution and the market you are reaching. Are you disrupting a market, solving an entirely new pain and changing the status quo? is it a new way of solving an existing pain or approach? Or are you marketing a relatively established solution that people know a lot about and need to have or they will get fired? This is going to greatly impact the type of content that your audience needs. Taking Marketing Automation for an example. Many of us were mesmerized that we could track digital body language to understand how someone might be progressing through our sales funnel and then automate the life of this lead. We also didn’t know the process that this technology required or the sills to use it. We need to be educated. As a result Eloqua published a book that took off, analyst firms put out a plethora of educational and best-practices content. So we got there. Then the major players came out and we saw buyers guides, how to implement them, ROI tools, etc … Now we are seeing consolidation in that market, and vendors are beginning to allow us to trial their products, look at features, and putting on user groups, local events, and large annual conferences and certification programs. This graphic is from Sirius Decision. We really need to take this into consideration when we are creating our content goals. So this is all about understanding the industry and market that you competing in. But is that enough? Its just the very beginning.
  • We then need to identify the industries we are targeting, where they are located, and in some instances may develop a target account list. But once that is defined it is more important to understand who the people in those companies. Who are the buyers of your solution, who are the users, and who are the influences. For each of those groups what are their goals, what stands in their way of achieving those, and how do they currently overcome those challenges. What is their day in the life …. What do they have breakfast? Alright, you get my drift. But this is potentially be the most important step in defining a content strategy. It creates focus and the ability to bring your content alive … A good way that our team has framed it is:You begin telling stories about how your customers can overcome their daily challenges to be better at their job and be successful.
  • A few years ago I asked a CEO of a very large tech company here in Boston what he would hope is motivating all of his employees. And he said being customer focused. So why don’t we all do that? An interesting way to do this is to actually create team goals against this. Really. What if you tied performance reviews to the number of customer visits, conversations, or time shadowing your tele-qualification team? What would this do for you content?
  • Raise your hand if you can empathize with the picture on the left. Give me a show of hands if you feel more like the person on the right. If you’re somewhere in the middle you’re probably thinking how can I do more without becoming the person on the right …In this next section and exercise were going to try to help you overcome both of these situations.
  • We already talked about how to align your content to your buying solution, but what I like to do here is layer on content types and channels in which to distribute them. So lets say you’re in the early stage and changing the way people might be getting work done. You’re going to want to put together educational whitepapers, e-books, and analyst reports and other content formats and types that naturally give you a vehicle to help customer question and break the status quo. And you’re going to want to disseminate those through media that get it into the hands of as many of your champions as possible. is tough because it can be expensive right? But that is exactly why great content is so important so that you can find efficiencies in your distribution. Also if you identified your target market and who the people are, it brings focus on who you are trying to educate.
  • When you’re in that middle stage we discussed you’regoing to be more evenly distributed. Credibility plays a big role here, and some are saying customer marketing is the new demand generation. There is a lot of truth to that, and supporting all material with customer stories is huge.
  • And when you’relater stage, you can start bidding on short tail key words, taking a more direct mail, VIP event, field marketing approach … that is if your solution and target buyer support this.
  • Now that we all understand who our segments are, what type of content they need, an understanding of where it may belong in our buy cycle its time to audit it content. Audit everything. Literally: sales slicks, whitepapers, old and new (make sure you date stamp things) and identify where it lives. And be ruthless. Audit it on quality, who its talking to, and if its fit for use. I gave some examples of the type of criteria in the chart along the top. Once you’re finished inventorying you can then quickly start to see where you have gaps. In this situation pictured the company can pat themselves on the back for having a ton of case studies … I think we all wish we had that, but the educational content is weak, as is any late stage product based information. This can also become a very nice repository for your team.
  • How to put funding behind the dissemination of your content with channels that will provide you with the biggest bang for your buck. Some say outbound is dead. This isn’t the case, if done right and driven by really good content. So I’m making some very broad statements and suggestions on how you can get the most out of your content when using budget for distribution. It kind of amazes me how much money is spent on content syndication these days. Syndicating your content is 100% needed to organically build your database, but it is far from a high quality lead-gen outlet. If you have really high conversions from your content syndication, please stand-up and share how with all of use during the next break-out. But if done right and is integrated with your key publications and media publications it can be a critical part of your overall approach. With that stage for early stage lead-gen its best practice to partner with top publications, or niche publications in your space. As well as create integrated multi-touch outbound programs to your subscribers and theirs. In the middle of the funnel, you might want to leverage programs or tactics with that same partner to provide content that is later stage in nature, and most often these publications have live events and how great is it when you get to those events and people know who your company is already and what you do? And finally, you can reserve some late stage approaches for appointment setting with hot leads, or accelerating folks within target accounts. All of these tactics are nearly channels for you distribute the content to the people who care. And it is essential that all tactics and programs are bound together by a messaging framework and by doing so you will find that communications across these stages quickly become integrated and readers don’t receive potential mixed messages.
  • Here is another type of audit that you can run to help you out with this. Index all of the publishers, social media sites, etc… that you work with and audit them on everything you think makes sense and you can standardize on. Here are some suggestions, you can subjectively type out your findings and then based on that analysis give them a rank. Based on that rank you can then see where it makes most sense to spend your next dollar to distribute your content.
  • So lets say we do all of these things magnificently and you’re growing your database exponentially! Great, but now what? once they subscribe with you they likely want more of your content … if its good and related of course. Its known that people respond the most at the point of subscription so take advantage of that. At Apperian we create personalized resource pages for our subscribers. At Sirius they send you a nice email with related research. At Pardot they send me an email every two weeks signed by my account manager … I never reply. I actually like these emails so I can see how many different ways they can start an email, they must have very good writers … but also because the content is pretty good. I’m a marketing automation dork, so I read it. And that is important. I don’t mind the emails because the content is good. Frankly, I might consider Pardot at some point in the future if SFDC does the right thing with development.
  • Thereis a lot of talk about inbound vs. outbound. What inbound is, what outbound is. Which is better. I like to think of it as there are a lot of tools tactics you can use, there are a lot of technologies and different job functions to support those. It’s the job of the growth hacker and the modern day marketer to make sure they are working together and the best way to make that happen is by thinking about the persona you are marketing to you and their experience with your brand, and in todays buying landscape that needs to be anchored by a solid content strategy.
  • AB
  • http://blog.eloqua.com/wp-content/uploads/2011/06/The-Content-Grid-v2-big-thumb.png
  • Transcript

    • 1. WORKSHOP: CREATING A CONTENT STRATEGY TO ALIGN WITH THE B2B FUNNEL Jonathan Burg @jonmburg Alan Belniak @abelniak @MassTLC #MassTLC #B2BContent
    • 2. INTRODUCTIONS Jonathan Burg (@jonmburg)  Director of Demand Generation at Apperian  Led demand generation teams at three leading Boston technology companies  Focused on using content to drive significant increases in sales pipeline Alan Belniak (@abelniak)  Led content and social initiatives at three companies over past five years (two B2B)  From social networking to launching a blog to brand journalism to standing up and implementing a content strategy
    • 3. AGENDA  Level-setting: what „is‟ content, why it matters for the B2B funnel, and the state of the union  WHAT is holding some of us back from crushing it?  WHO are your buyers? Do you really know them?  WHAT content do you need? WHAT content you already have?  WHERE does (or will) your content live? HOW will it get read? HOW often will you produce it?
    • 4. B2B AND CONTENT MARKETING of a buyer’s decision is done digitally 67% The real message behind the 67 percent statistic is that every marketing organization must view its inbound efforts as absolutely critical to success at all stages of the buyer’s journey. Do not ignore the role of inbound marketing at later stages of the buyer’s journey, […] -- Sirius Decisions – B2B marketing experts
    • 5. WHY „CONTENT‟?  Paid media is important, but once it gets turned off, it goes away 1. The first ranking position in the search results receives 42% of all click-through traffic 2. The second position: 12% 3. Third position: 8% 4. The fourth placed position on page one: 6% 5. The others on the first page are under 5% of click through traffic  Focus on useful and helpful… instead of sales-y  … because your competition is
    • 6. PAID VS. ORGANIC 6% 94% click on paid search results click on organic search results
    • 7. WHAT IS THE CURRENT STATE OF CONTENT MARKETING? How many of you are here?
    • 8. BIGGEST CONTENT MARKETING HURDLES  To produce content that engages, that can be integrated, the right amount, the right variety…  You need to ask the right questions  There are a lot of excuses, but also ways to overcome these challenges
    • 9. WHO IS YOUR BUYER? DO YOU REALLY KNOW THEM?  Who are you talking about?  Why?  Do you fundamentally understand?  Let‟s talk personas • not the same as “buyer profiles” • understanding who your buyer really is
    • 10. “IT‟S NOT YOU, IT‟S ME.”
    • 11. IF CREDIBILITY IS THE GOAL…
    • 12. ALIGNING CONTENT TO WHAT YOUR BUYERS NEED SiriusDecisions 2014
    • 13. PERSONA DEVELOPMENT  “Are you marketing to buildings or people (SiriusDecisions 2014)?”  What is their industry?  Who is the company?  Where are they located?  Who are the buyers and who are the users?  What are their goals?  What are their challenges?  How do they solve their challenges?  What is their day-in-the-life?  Who are their team members?  Where do they get their information?  What is their commute like?  What do they do for fun?  What do they like to eat?  Write, design, and create for your personas
    • 14. GROUP DISCUSSION What keeps your audience up at night (honestly)? Not “how you want to speak to your market” but instead “these are the issues that they really have; that our sales team hears; that we see on Twitter”… Focus on each different influencer, buyer, and user. Do you know how your audience currently solve these pains? If so, how? If not, why not? What pains do you currently talk about solving for your audience (once you know their pains)? Do they care? Vitamin or medicine?
    • 15. KEY TAKE-AWAY  Listen to your customers  Shadow prospecting calls  Go on customer visits  Create team goals to generate a culture of customer orientation  Create + use personas  Segment, segment, segment  Know who your buyers, users, and influencers in your segments are  Use personas to drive your campaign messaging framework
    • 16. WHAT CONTENT DO I NEED?  What content do I need to fuel my go-to-market plan?  How do I make order out of the current content I have?
    • 17. Early Stage  Little or no brand recognition – many competitors  A new problem or new solution or both Marketing Mix High quantity High quality Events Sponsorships Direct MailSEO/SEMAdvertising Surveys 3rd Party Research SeminarsWebinarsWhitepapers VIP Events OutreachOffers Credibility Trial ChampionAwareness Interest Demos Case Studies ALIGNING CONTENT AND CHANNELS TO THE BUSINESS
    • 18. Even Distribution  Some brand recognition – a few competitors  A new solution to an existing challenge Marketing Mix High quantity High quality Events Sponsorships Direct MailSEO/SEMAdvertising Surveys 3rd Party Research SeminarsWebinarsWhitepapers VIP Events OutreachOffers Credibility Trial ChampionAwareness Interest Demos Case Studies ALIGNING CONTENT AND CHANNELS TO THE BUSINESS
    • 19. Late Stage  Strong brand recognition – consolidated  An accepted solution Marketing Mix High quantity High quality Events Sponsorships Direct MailSEO/SEMAdvertising Surveys 3rd Party Research SeminarsWebinarsWhitepapers VIP Events OutreachOffers Credibility Trial ChampionAwareness Interest Demos Case Studies ALIGNING CONTENT AND CHANNELS TO THE BUSINESS
    • 20. AUDIT YOUR CONTENT 0 5 10 15 20 25 30 1 2 3 4 5 AssetCount Buying Stage Demo/Video Research/Sur vey Webinar Whitepaper Product Info Case Study
    • 21. GROUP DISCUSSION Describe the current state of your content. Do you have content now that speaks to your audiences? Based on what you‟ve heard so far, and understanding your buyers and markets, decide on which areas/facets you should be auditing your content. What gaps do you have (or have had)? How are you going to fill these gaps? Or, how have you solved these in the past?
    • 22. KEY TAKE-AWAY  Align your content to your go-to-market and industry  Audit what you already have  Audit everything, and on all relevant criteria  Ensure or work toward having enough content for all stages of the buy cycle
    • 23. WHAT DO YOU DO WITH YOUR CONTENT?
    • 24. INBOUND TACTICS (FOR TODAY, JUST SOCIAL MEDIA)  You need to activate that content  Let people know it‟s there  Promote, smartly, via  LinkedIn  Twitter  Google+  Facebook  (notice the order)  Be where your customers are  Know that social networks are rented land  The goal is to get them back to your site – you own + control that
    • 25. OUTBOUND TACTICS  Early  Content syndication / advertising  Partnering with top publications  Integrated programs to subscribers  Middle  Digital and Live events  Integrated programs of subscriber base  Late  Appointment setting  Target account acceleration tactics and programs All tactics and programs bound by messaging framework
    • 26. ANOTHER TYPE OF AUDIT  Where do your buyers go?  Need to populate with the publisher audit
    • 27. THEY SUBSCRIBED … NOW MAKE IT EASY
    • 28. TAKE AN INTEGRATED APPROACH WITH CONTENT  Start with buyer persona/s  Develop content aligned to the different stages  Think about the optimal channels for disseminating that content  Have inbound, outbound, and nurturing tactics / programs all align with your core message  Your inbound, outbound, and nurturing programs will all rise MESSAGING FRAMEWORK & CONTENT STRATEGY = PERPETUAL CONTENT MARKETING INBOUND + OUTBOUND + NURTURING + QUALIFICATION
    • 29. GROUP DISCUSSION Does all of your content go to all of your channels? Does it all work equally well at driving traffic back to your site? Where do your customers do their research? Is it different for different personas? Are some more valuable than others,per stage of the buy cycle? Do you have a good relationship with a media partner? What does it look like and how did you build it? How do you make this work all together at your organization?
    • 30. KEY TAKE-AWAY  Don’t think of inbound and outbound separately  All tactics and programs must be bound by messaging framework and content strategy  Think big, start small. Compartmentalize it:  Quarter by quarter, month by month, week by week  ID topics, products, services  One to three times a week  Mix of creation and curation  Vary the formats  Start to build relationships with the three most impactful places to start disseminating your content  Look at the results
    • 31. WHEN DO I CREATE CONTENT? HOW OFTEN? HOW MUCH?  Often enough, but not too often
    • 32. WRAPPING UP  Start with understanding who you are going after  Understand what makes them tick and what they want  Understand that content that is helpful and less pitchy gets shared  Start with some value, quid pro quo (registration) for more content (conversion)  Re-purpose some existing time to focus on new content  Re-use some of what you already have  Get it in front of them in the right places, with a goal to drive them back to your site
    • 33. QUESTIONS, COMMENTS, STORI ES  Ask us anything*  Share what you thought  Tell us one of your stories * almost anything
    • 34. SOURCES https://en.wikipedia.org/wiki/Pitfall! http://www.siriusdecisions.com/blog/three-myths-of-the-67-percent-statistic/ http://www.siriusdecisions.com/blog/are-you-marketing-to-buildings-or-people/ http://www.leadformix.com/blog/2013/03/how-to-handle-the-bottom-of-the-funnel/ http://www.siriusdecisions.com/live/home/document.php?dA=CSRBuildingaContentStrategy http://www.jeffbullas.com/2010/07/14/10-facts-reveal-the-importance-of-ranking-high-in-google/ http://digitalsynopsis.com/tools/google-serp-design/ http://searchenginewatch.com/article/2200730/Organic-vs.-Paid-Search-Results-Organic-Wins-94-of-Time http://contentmarketinginstitute.com/what-is-content-marketing/ http://www.slideshare.net/CMI/b2b-content-marketing-2014-benchmarks-budgets-trends-north-america-by- content-marketing-institute-and-marketingprofs http://www.recourseresource.com/blog/employee-engagement/its-not-youits-me/ http://www.marketingcharts.com/wp/online/what-b2b-buyers-want-to-see-on-vendor-websites- 41272/attachment/komarketinghuff-top-b2b-vendor-site-content-establishing-credibility-mar2014/ http://benstroup.com/2013/08/22/the-who-what-and-why-of-brand-journalism/ http://gapingvoid.com/2008/06/13/now-what/ http://www.brassmedia.com/wp-content/uploads/2013/09/CU-content.png http://www.slideshare.net/KevinCain1/0-to-60
    • 35. ADDITIONAL RESOURCES http://contentmarketinginstitute.com/ http://www.copyblogger.com/archives http://moz.com/pages/search_results?q=content%20marketing http://www.marketingprofs.com/marketing/library/102/content http://www.contentrulesbook.com/ http://www.velocitypartners.co.uk/ http://contentmarketinginstitute.com/2014/03/why-we-shouldnt-drop-the- phrase-content-marketing/ (scroll down to „Schneider Electric)
    • 36. HANDOUTS
    • 37. WORKSHOP HANDOUTS: CREATING A CONTENT STRATEGY TO ALIGN WITH THE B2B FUNNEL Jonathan Burg @jonmburg Alan Belniak @abelniak @MassTLC #MassTLC #B2BContent
    • 38. GROUP DISCUSSION #1 What keeps your audience up at night (honestly)? Answer “these are the issues that they really have; that our sales team hears; that we see on Twitter”… Focus on each different influencer, buyer, and user. How does your audience currently solve these pains? What pains do you currently talk about solving for your audience (once you know their pains)? Do they care?  What is their industry?  Where are they located?  Who is the company?  Who are the buyers and who are the users?  What are their goals?  What are their challenges?  How do they solve their challenges?  What is their day-in-the-life?  Who are their team members?  Where do they get their information?  What is their commute like?  What do they do for fun?  What do they like to eat?
    • 39. WORKSHEET #1 This Pains My Customer We Have This as a Feature…. … that Translates into This as a Benefit 1. 2. 3. 4. Influencers Buyers Users 1. 2. 3. 4.
    • 40. GROUP DISCUSSION #2 Describe the current state of your content. Do you have content now that speaks to your audiences? On which areas/facets do you think you should be auditing your content? What gaps do you have (or have had)? How are you going to fill these gaps (or, how have you solved these in the past)? What Are Your Audit Variables?
    • 41. WORKSHEET #2A Asset/fo rmat Awareness Consideration Close List + plot your “go-to” assets A nice guide Where are you deep? Shallow?
    • 42. WORKSHEET #2B Q1 Q2 January February March April May June Line of Business 1 Product/Serv ice 1 Product/Serv ice 2 Product/Serv ice 3 Line of Business 2 Product/Serv ice 1
    • 43. GROUP DISCUSSION #3 Does all of your content go to all of your channels? Does it all work equally well at driving traffic back to your site? Where do your customers do research? Do you have a good relationship with a media partner? What does it look like and how did you build it? How do you integrate these efforts at your organization? Media Partner / Publication Audit Media Partner / Channel Readership Subscription size Media Channels Topics / Reputation Value per Program Weight 30% 20% 15% 25% 10%

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