0
Orange Crush! A Quick Tour of the BNJ Content Practice for theCMI 2012 Orange Awards   − Audience Insights   − Audit & Ana...
“Content is thetrue fuel for the   conversion    engine.”            — SiriusDecisions   2
Audience InsightsBuyer Persona                                Buyer’s Journey   −   Relevant to who they are and what they...
Buyer Profile                4
5© 2012 BNJ Research | All rights reserved
Buyers Journey                  6
Audit & AnalysisWhat Do We Have?                            What Do We Need?• Review content for quality, relevance, value...
The Audit: Reviewing the Assets                                  8
Relevance            9
Value        10
Quality          11
Whats Working?                  12
What Could Work Better?                          13
Mapping: The Contact Strategy                                14
Whats Missing?Fresh Content to Fill the Gaps− Business impact tools: How much will  it cost? How much can I save?− Deploym...
Content Planning & Development            A Framework for Fresh Content   Thrillers               Fillers          Spiller...
Thrillers            17
ThrillersPersonal website                   18
ThrillersPersonal website               Customized network diagram                                            19
ThrillersPersonal website               Customized network diagram                          Thrilling results: 9:1 ROI    ...
Fillers          21
Fillers   Quick Guide        WhitepaperCustom Case      Implementation  Builder         Timeline Tool                     ...
Spillers           23
Spillers                  Animated Whiteboard    Infographic                       Interactive Quiz                       ...
Analytics: Measuring the Impact                                  25
Impact of an InfographicFeatured on ReadWriteWeb and Alltop. Republished on dozens of other   26
Impact of an Infographic− More than 1,000 total shares− Significant increase in traffic to site (and most of the  traffic ...
BNJ Content Engagement Index                               28
Sharing the Love               Client Workshops &              Industry Contributions                                     ...
Content Workshops:Teaching Our Clients to Fish                               30
Goal: Content IntelligenceBuyer-centric method       Healthy appreciation for evaluation and       for the role of content...
32
VP Strategy Lauren Goldstein                         33
VP Strategy Lauren Goldstein                         34
Sr. Media Director Eric       Wittlake                          35
Sr. Media Director Eric       Wittlake                          36
Sr. Media Director Eric       Wittlake                          37
Content & Social Media Strategist Carmen Hill                                           38
Content & Social Media Strategist Carmen Hill                                           39
Content & Social Media Strategist Carmen Hill                                           40
Clients          41
42
Cheers!© 2012 Babcock & Jenkins | All rights reserved             43
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Babcock & Jenkins: CMI 2012 Orange Awards

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We love getting inside the heads of B2B buyers and finding cool, interesting ways to satisfy their curiosity, make them smarter—or persuade them to buy from our clients instead of a competitor. We love the challenge of a big, hairy spreadsheet just waiting to be filled with insight. And, yes, we love to measure everything—so we don't just deliver great content, but also great results. This is part of our entry for the CMI 2012 Orange Awards. See why we think BNJ should win at http://orangecrush.bnj.com.

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Transcript of "Babcock & Jenkins: CMI 2012 Orange Awards"

  1. 1. Orange Crush! A Quick Tour of the BNJ Content Practice for theCMI 2012 Orange Awards − Audience Insights − Audit & Analysis − Planning & Development − Analytics − Sharing the Love 1
  2. 2. “Content is thetrue fuel for the conversion engine.” — SiriusDecisions 2
  3. 3. Audience InsightsBuyer Persona Buyer’s Journey − Relevant to who they are and what they care about − Answers the questions they have at each stage/step − Delivers content when, where and how they want it − Incorporates messaging in contextually relevant way 3
  4. 4. Buyer Profile 4
  5. 5. 5© 2012 BNJ Research | All rights reserved
  6. 6. Buyers Journey 6
  7. 7. Audit & AnalysisWhat Do We Have? What Do We Need?• Review content for quality, relevance, value and usability• Map content by persona, buyers journey stage and campaign touch• Identify gaps and opportunities to improve or re-imagine content 7
  8. 8. The Audit: Reviewing the Assets 8
  9. 9. Relevance 9
  10. 10. Value 10
  11. 11. Quality 11
  12. 12. Whats Working? 12
  13. 13. What Could Work Better? 13
  14. 14. Mapping: The Contact Strategy 14
  15. 15. Whats Missing?Fresh Content to Fill the Gaps− Business impact tools: How much will it cost? How much can I save?− Deployment guides: How hard will this be? Who will help me?− Validation: Why should I trust you? What do your customers say?− Variety of formats and lengths: What if I dont have time to read a 20-page whitepaper? What if Im on my mobile? 15
  16. 16. Content Planning & Development A Framework for Fresh Content Thrillers Fillers Spillers − Original research − Best practices − Infographics − Analyst reports & − Product demos − Blog posts rankings − Webcasts − Videos − Personalized data − Case studies − Photos and resources − ROI/TCO tools − Quizzes 16
  17. 17. Thrillers 17
  18. 18. ThrillersPersonal website 18
  19. 19. ThrillersPersonal website Customized network diagram 19
  20. 20. ThrillersPersonal website Customized network diagram Thrilling results: 9:1 ROI 46% of targeted accounts converted to sales or pipeline Client won B2B Marketer of the Year 20
  21. 21. Fillers 21
  22. 22. Fillers Quick Guide WhitepaperCustom Case Implementation Builder Timeline Tool 22
  23. 23. Spillers 23
  24. 24. Spillers Animated Whiteboard Infographic Interactive Quiz 24
  25. 25. Analytics: Measuring the Impact 25
  26. 26. Impact of an InfographicFeatured on ReadWriteWeb and Alltop. Republished on dozens of other 26
  27. 27. Impact of an Infographic− More than 1,000 total shares− Significant increase in traffic to site (and most of the traffic was on other sites!)− Big increases in traffic from social sites, with the infographic representing the vast majority of Facebook, LinkedIn and Twitter 27
  28. 28. BNJ Content Engagement Index 28
  29. 29. Sharing the Love Client Workshops & Industry Contributions 29
  30. 30. Content Workshops:Teaching Our Clients to Fish 30
  31. 31. Goal: Content IntelligenceBuyer-centric method Healthy appreciation for evaluation and for the role of content planning of content in the Buyers JourneyUnderstanding ofcontent best practicesas they relate to thetechnology sale 31
  32. 32. 32
  33. 33. VP Strategy Lauren Goldstein 33
  34. 34. VP Strategy Lauren Goldstein 34
  35. 35. Sr. Media Director Eric Wittlake 35
  36. 36. Sr. Media Director Eric Wittlake 36
  37. 37. Sr. Media Director Eric Wittlake 37
  38. 38. Content & Social Media Strategist Carmen Hill 38
  39. 39. Content & Social Media Strategist Carmen Hill 39
  40. 40. Content & Social Media Strategist Carmen Hill 40
  41. 41. Clients 41
  42. 42. 42
  43. 43. Cheers!© 2012 Babcock & Jenkins | All rights reserved 43
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