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23 May 2012

Content: The Key to Inbound Success
Jay Gaines

Ona Koehler

Group Director, Demand

Senior Benchmark Analyst
Executive Summary
•  Key issues
–  Inbound marketing has become a required part of the overall b-to-b
mix
–  Inbound appro...
The Critical Role of Inbound
It’s a buyer-driven world, and we’re all living in it
Survey Results: Defining Inbound Marketing
SiriusPerspective: Tactics extended to an unknown target audience that
deliver ...
Survey Results: Inbound Marketing Priorities
SiriusPerspective: Attract, engage and qualify are the top three priorities
f...
Content Strategy
Taking a systematic approach
Inbound and Content: Don’t Panic!
SiriusPerspective: Content is the fuel that powers effective inbound
marketing, but an a...
The Content Strategy Requirement

The Pillars of Content
Marketing for Inbound

SiriusPerspective: A sound content strateg...
Polling Question
•  Which of the following statements most closely describes
the content strategy for your inbound marketi...
Inbound Content Strategy: A Five-Pronged Approach
SiriusPerspective: A sound content strategy for inbound requires a
syste...
One: Objective
SiriusPerspective: The majority of inbound strategies are not aligned with
the buying cycle or are targeted...
Two: Content Asset Architecture
SiriusPerspective: The process of building a content asset architecture is
the foundation ...
Three: Content Execution
SiriusPerspective: Inbound performance can be maximized through high
relevancy, content curation ...
Content Execution: An Example
SiriusPerspective: Inbound performance can be maximized through high
relevancy, content cura...
Content Strategy Deep Dive
It’s all about your ability to attract, then engage and qualify
Polling Question
•  How does your organization currently measure the impact
of its inbound efforts?
–  We don’t measure it...
Attract: Topic-Driven SEO Only
SiriusPerspective: SEO in the absence of a content strategy tends to be
unfocused, too broa...
Attract: SEO and More
SiriusPerspective: SEO in the absence of a content strategy tends to be
unfocused, too broad, dilute...
Engage: Dynamic Content
SiriusPerspective: The information flow between buyer behavior and
dynamic content allows marketer...
Engage: Before and After
SiriusPerspective: Inbound has become the primary source of Web visits,
but visitor engagement re...
Qualify: Lead Enrichment
SiriusPerspective: A cohesive content strategy combined with an
integrated set of technologies en...
Qualify: Progressive Profiling
SiriusPerspective: Progressive profiling combines gathering explicit and
implicit visitor d...
Planning and Integration
Ensuring that content gets its seat at the strategy table
The Role of the Content Strategist
SiriusPerspective: Developing a cohesive content strategy requires an
accountable leade...
Content: The Core of Campaign Integration
SiriusPerspective: A content strategy ensures that inbound efforts
effectively a...
Action Items
•  Marketing
–  Pilot a content strategy for a defined audience/offering pairing
in order to learn and prove ...
Recommended Research
•  Inbound Marketing, the Sirius Way
•  Inbound Targeting: From Passive to Proactive
•  Integrating I...
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Sirius Decisions eBook

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  • Hi Clyde,

    I enjoy the Sirius Decisions presentations you put up and was wondering if you'd be putting up the 'Optimizing Sales Content Use' presentation from Jim Ninivaggi and Edge Coble? Thanks!
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Transcript of "Sirius Decisions eBook"

  1. 1. 23 May 2012 Content: The Key to Inbound Success Jay Gaines Ona Koehler Group Director, Demand Senior Benchmark Analyst
  2. 2. Executive Summary •  Key issues –  Inbound marketing has become a required part of the overall b-to-b mix –  Inbound approaches have created new content requirements that many organizations struggle to meet –  A cohesive content strategy based on buyer intelligence is the foundation for highly effective inbound strategies •  What you will walk away with –  An understanding of how inbound is evolving content requirements –  A definition of the elements of an effective inbound content strategy –  Key approaches for using content strategy to drive inbound success © Copyright SiriusDecisions. All Rights Protected and Reserved. 2
  3. 3. The Critical Role of Inbound It’s a buyer-driven world, and we’re all living in it
  4. 4. Survey Results: Defining Inbound Marketing SiriusPerspective: Tactics extended to an unknown target audience that deliver value-added content and are consumed at an individual’s discretion. % of respondents Social media 84% SEO 84% 81% Keyword advertising 67% Display advertising Online demos/trials 61% Demand Creation and Reputation Technology 63% Content syndication User-Driven 0% 50% Value-Added Content 100% © Copyright SiriusDecisions. All Rights Protected and Reserved. 4
  5. 5. Survey Results: Inbound Marketing Priorities SiriusPerspective: Attract, engage and qualify are the top three priorities for inbound marketers. INBOUND MARKETING SPEND Current state 37%−50% of DC INBOUND MARKETING PRIORITIES Score Outlook 2015 50%−65% of DC 76 61 Outbound Inbound QUALIFY Buyer’s information gathering ENGAGE ATTRACT Other 57 Inbound Improve quality of responses Attract buyers early 83 Outbound - 50 100 © Copyright SiriusDecisions. All Rights Protected and Reserved. 5
  6. 6. Content Strategy Taking a systematic approach
  7. 7. Inbound and Content: Don’t Panic! SiriusPerspective: Content is the fuel that powers effective inbound marketing, but an ad hoc content approach simply won’t do. Effective inbound strategies require content that is . . . Brief, valuable, targeted, broadly appealing, unique, findable Mwahahahaaaaaa! The Content Monster © Copyright SiriusDecisions. All Rights Protected and Reserved. 7
  8. 8. The Content Strategy Requirement The Pillars of Content Marketing for Inbound SiriusPerspective: A sound content strategy is the foundation for inbound demand creation performance optimization. Targeting Buyer Persona Alignment Buyer’s Journey Alignment Campaign Alignment Offer Improved targeting of key buyer roles using buyer intelligence More compelling offers and offer sequences to drive qualifying behaviors Streamlined planning of integrated inbound and outbound components Placement © Copyright SiriusDecisions. All Rights Protected and Reserved. 8
  9. 9. Polling Question •  Which of the following statements most closely describes the content strategy for your inbound marketing efforts? –  Strategy? What strategy? –  It is fragmented and inconsistent –  It is consistent with outbound marketing strategy only –  It is aligned to the buyer’s journey –  It is consistent with overall marketing strategy © Copyright SiriusDecisions. All Rights Protected and Reserved. 9
  10. 10. Inbound Content Strategy: A Five-Pronged Approach SiriusPerspective: A sound content strategy for inbound requires a systematic, closed-loop approach to content management and execution. Objective •  Campaign framework •  Demand type •  Buyer’s journey •  Planning Content Asset Architecture •  Define the audience •  Audit and map assets •  Content library Content Execution •  Content mediums •  Delivery mechanisms •  Dynamic content •  Crowd-sourcing Measurement •  Engagement rate •  Conversion rates •  SEO performance Continuous Improvement •  Revisions •  Content rationalization •  Buyer’s journey © Copyright SiriusDecisions. All Rights Protected and Reserved. 10
  11. 11. One: Objective SiriusPerspective: The majority of inbound strategies are not aligned with the buying cycle or are targeted exclusively to the earliest stage. DEMAND TYPE MARKET PENETRATION New Concept New Paradigm Market  Share   Low Established Market Customer  Acquisi)on   Market  Crea)on   Market  Leadership   High A:ract   Engage   Qualify            Wallet  Share       © Copyright SiriusDecisions. All Rights Protected and Reserved. 11
  12. 12. Two: Content Asset Architecture SiriusPerspective: The process of building a content asset architecture is the foundation of a strategic approach to content management. Assign ownership Audit and map content Define audience segments Identify information needs Fill content gaps © Copyright SiriusDecisions. All Rights Protected and Reserved. 12
  13. 13. Three: Content Execution SiriusPerspective: Inbound performance can be maximized through high relevancy, content curation and optimized content delivery mechanisms. Attract Contributors Internal Analysts Partners Prospects Clients Competitors Engage Qualify Delivery SEO Navigation Keyword Call to action Syndication WCM/WCO Mobile Personas Buyer’s Journey EDUCATION SOLUTION VENDOR SELECTION Content Types WHITE PAPERS PEER REFERRALS WEBINARS CASE STUDIES © Copyright SiriusDecisions. All Rights Protected and Reserved. 13
  14. 14. Content Execution: An Example SiriusPerspective: Inbound performance can be maximized through high relevancy, content curation and optimized content delivery mechanisms. Attract Contributors Internal Analysts Partners Prospects Clients Competitors Engage Qualify Delivery SEO Navigation Keyword Call to action Syndication WCM/WCO Mobile Personas Buyer’s Journey EDUCATION SOLUTION VENDOR SELECTION Content Types WHITE PAPERS PEER REFERRALS WEBINARS CASE STUDIES © Copyright SiriusDecisions. All Rights Protected and Reserved. 14
  15. 15. Content Strategy Deep Dive It’s all about your ability to attract, then engage and qualify
  16. 16. Polling Question •  How does your organization currently measure the impact of its inbound efforts? –  We don’t measure it –  Primarily activity metrics (e.g. views, clicks, Web site visits) –  Activity metrics, plus conversion of unknown visitors to known –  Conversion of inbound sourced contacts to MQLs (salesready leads) –  Conversion of inbound sourced contacts to pipeline and/or revenue © Copyright SiriusDecisions. All Rights Protected and Reserved. 16
  17. 17. Attract: Topic-Driven SEO Only SiriusPerspective: SEO in the absence of a content strategy tends to be unfocused, too broad, diluted and ineffective. Personas Topics Buying Cycles © Copyright SiriusDecisions. All Rights Protected and Reserved. 17
  18. 18. Attract: SEO and More SiriusPerspective: SEO in the absence of a content strategy tends to be unfocused, too broad, diluted and ineffective. Personas Buying Cycle Your Content Strategy Topics Preferences Formats Gating Rules SEO/PPC Focused and aligned with key personas Social Media Topic alignment, identification of social sites Content Syndication Key destinations, relevant topics, optimal formats Influencer Marketing Improved targeting, identification and engagement © Copyright SiriusDecisions. All Rights Protected and Reserved. 18
  19. 19. Engage: Dynamic Content SiriusPerspective: The information flow between buyer behavior and dynamic content allows marketers to identify the buyer genome. Visit source Content selection Repeat traffic Preference data Buyer Behavior Persona Dynamic Content Buying Cycle Stage Multiple calls to action Refresh/update Customized content Business Need © Copyright SiriusDecisions. All Rights Protected and Reserved. 19
  20. 20. Engage: Before and After SiriusPerspective: Inbound has become the primary source of Web visits, but visitor engagement requires a content strategy. No Content Strategy Content Strategy Extremely busy home page Clean, rules-based home page Dozens of landing pages Minimal use of landing pages 60%+ bounce rate 50%+ visitors go past POE < 2% response rates > 5% response rates © Copyright SiriusDecisions. All Rights Protected and Reserved. 20
  21. 21. Qualify: Lead Enrichment SiriusPerspective: A cohesive content strategy combined with an integrated set of technologies enables deeper lead qualification. Planning WCM and MAP Sales View SFA (Activity Details) Rules Content strategy Content attributes, weighting Predefined behaviors Topical interests Predefined topic categories Product association Plain-English descriptors Urgency © Copyright SiriusDecisions. All Rights Protected and Reserved. 21
  22. 22. Qualify: Progressive Profiling SiriusPerspective: Progressive profiling combines gathering explicit and implicit visitor data, which can’t be done without a content strategy. Fully Qualified Lead Explicit data + Activity meaning Explicit Data Maximum 3-5 questions, map to lead definition Technology Infrastructure MAP, WCM, SFA Lead Definition Attributes, score Implicit Data Pre-defined activity, recency, frequency Content Mapping Rules Buying cycle, personas Dynamic content delivery © Copyright SiriusDecisions. All Rights Protected and Reserved. 22
  23. 23. Planning and Integration Ensuring that content gets its seat at the strategy table
  24. 24. The Role of the Content Strategist SiriusPerspective: Developing a cohesive content strategy requires an accountable leader who will drive interlock across functions. Content Strategist Responsibilities -  Content architecture -  Development strategy -  Training and measurement -  Shared service management Strategy -  Enable content developers in the business to create assets that can be leveraged in a common framework Content Framework -  Structured forms of content -  Technical architecture -  Playbook on content development The Internal Content Community Marcom Brand Managers Managers Sales Operations Product Managers Content Strategist Industry Marketing Solution Field Managers Marketing Program Marketing © Copyright SiriusDecisions. All Rights Protected and Reserved. 24
  25. 25. Content: The Core of Campaign Integration SiriusPerspective: A content strategy ensures that inbound efforts effectively align with and support campaign themes. The overall themes on which programs are based Campaign One Campaign Two Campaign Three Campaign Four Reputation Inbound Marketing Demand Creation Sales Enablement Market Intelligence The red vertical bars signify inbound strategies linked to specific campaigns The red horizontal arrow signifies generalized inbound strategies that benefit all campaigns © Copyright SiriusDecisions. All Rights Protected and Reserved. 25
  26. 26. Action Items •  Marketing –  Pilot a content strategy for a defined audience/offering pairing in order to learn and prove the concept –  Measure impact in defined categories, including attract, engage, qualify and internal efficiency •  Sales –  Work with marketing to define buyer’s journey, key personas and information needs –  Prepare to engage with knowledgeable inbound leads © Copyright SiriusDecisions. All Rights Protected and Reserved. 26
  27. 27. Recommended Research •  Inbound Marketing, the Sirius Way •  Inbound Targeting: From Passive to Proactive •  Integrating Inbound Marketing Into Campaign Planning •  Optimizing B-to-B Web Site Conversion •  Content and Web Site Conversion Optimization •  Building a Content Strategy •  Progressive Profiling: The Sirius View © Copyright SiriusDecisions. All Rights Protected and Reserved. 27
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