Babcock & Jenkins: CMI 2012 Orange Awards
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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 ...

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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Babcock & Jenkins: CMI 2012 Orange Awards Presentation Transcript

  • 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. “Content is thetrue fuel for the conversion engine.” — SiriusDecisions 2
  • 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. Buyer Profile 4
  • 5. 5© 2012 BNJ Research | All rights reserved
  • 6. Buyers Journey 6
  • 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. The Audit: Reviewing the Assets 8
  • 9. Relevance 9
  • 10. Value 10
  • 11. Quality 11
  • 12. Whats Working? 12
  • 13. What Could Work Better? 13
  • 14. Mapping: The Contact Strategy 14
  • 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. 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. Thrillers 17
  • 18. ThrillersPersonal website 18
  • 19. ThrillersPersonal website Customized network diagram 19
  • 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. Fillers 21
  • 22. Fillers Quick Guide WhitepaperCustom Case Implementation Builder Timeline Tool 22
  • 23. Spillers 23
  • 24. Spillers Animated Whiteboard Infographic Interactive Quiz 24
  • 25. Analytics: Measuring the Impact 25
  • 26. Impact of an InfographicFeatured on ReadWriteWeb and Alltop. Republished on dozens of other 26
  • 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. BNJ Content Engagement Index 28
  • 29. Sharing the Love Client Workshops & Industry Contributions 29
  • 30. Content Workshops:Teaching Our Clients to Fish 30
  • 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
  • 33. VP Strategy Lauren Goldstein 33
  • 34. VP Strategy Lauren Goldstein 34
  • 35. Sr. Media Director Eric Wittlake 35
  • 36. Sr. Media Director Eric Wittlake 36
  • 37. Sr. Media Director Eric Wittlake 37
  • 38. Content & Social Media Strategist Carmen Hill 38
  • 39. Content & Social Media Strategist Carmen Hill 39
  • 40. Content & Social Media Strategist Carmen Hill 40
  • 41. Clients 41
  • 42. 42
  • 43. Cheers!© 2012 Babcock & Jenkins | All rights reserved 43