5 Qualities of “Structured”
Content Marketing
Dave Zwicker
September 2013
What is “Structured”
Content Marketing?
Five Qualities of “Structured” Content Marketing:
1. COMPELLING: Articulates custo...
Structured Content is COMPELLING
• Start with “Why” you do what you do …
This is your value proposition - be sure it prese...
Structured Content is TARGETED
Business
Executives
Technology
Leaders
Channel
Partners
Press and
Analyst
Business
Value X
...
Structured Content is ALIGNED
Contacts & Website Visitors
Customers
Content Deliverables:
White papers, tutorials,
eBooks,...
Structured Content is INTEGRATED
Plan Execute
Inbound
Marketing
Outbound
Marketing
Sales
Enablement
Call To Action Fulfill...
Structured Content is MEASUREABLE
• Sales Funnel Metrics:
– Top of Funnel: Lead Volume & Source, Cost/Lead, Conversion Rat...
What is Virtual CMO’s
Client Engagement Process?
• Conduct a discovery and planning phase
• Assess resource gaps to be fil...
Thank You
Email: dave@vcmo.net
Website: www.vcmo.net
Copyright © 2013 Virtual CMO
9
Upcoming SlideShare
Loading in...5
×

Structured content-marketing

327

Published on

What is "Structured" Content Marketing? This presentation describes 5 essential qualities of structured content marketing.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
327
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Structured content-marketing

  1. 1. 5 Qualities of “Structured” Content Marketing Dave Zwicker September 2013
  2. 2. What is “Structured” Content Marketing? Five Qualities of “Structured” Content Marketing: 1. COMPELLING: Articulates customer solutions and benefits 2. TARGETED: Delivers specific content to specific audiences 3. ALIGNED: Optimizes each stage of the sales funnel 4. INTEGRATED: Powers all aspects of marketing and sales 5. MEASUREABLE: Uses analytics to maximize performance
  3. 3. Structured Content is COMPELLING • Start with “Why” you do what you do … This is your value proposition - be sure it presents the ultimate customer experience and business outcomes you can enable for your customers • Then explain “How” you create valuable solutions for customers using your unique combination of innovation, best practices and methodologies • Then describe “What” products, services and technologies you offer as components of your high value customer solutions • This will become your “thought leadership” strategy and should reflect the key business and technology concerns of your target customer set • Use this agenda to educate, inform, establish trust, demonstrate leadership and ultimately to form a relationship with future buyers
  4. 4. Structured Content is TARGETED Business Executives Technology Leaders Channel Partners Press and Analyst Business Value X Technology Innovation X Deployment Models X Industry Impact X InformationCategories Audience “Personas” Use a Content Grid to Map Information to Personas
  5. 5. Structured Content is ALIGNED Contacts & Website Visitors Customers Content Deliverables: White papers, tutorials, eBooks, videos, checklists Webinars, case studies, data sheets and brochures Free trials, demos, assessments, POCs, price promotions, proposal boilerplate, ROI/TCO analysis Offers (CTA) Landing Pages TOFU Suspects MOFU Prospects BOFU Opportunities Top of Funnel Objective: Maximize lead quantity Metrics: Lead volume & conversion rate Middle of Funnel Objective: Maximize lead quality Metrics: Lead scores and qualification rate Bottom of Funnel Objective: Maximize opportunity value Metrics: Deal value and close rate Sales Funnel Stages:
  6. 6. Structured Content is INTEGRATED Plan Execute Inbound Marketing Outbound Marketing Sales Enablement Call To Action Fulfillment Proposal Content Marketing Strategy WHAT? Products, Services, and Technologies HOW? Best Practices and Methodologies WHY? Customer Experience and Business Outcomes Educate, Inform, Establish Trust, Demonstrate Leadership TOFU MOFU BOFUFunnel Stages SocialMedia Events Email Telemarketing Presentations Literature SalesTools PPC-SEO-PR Website-Blog
  7. 7. Structured Content is MEASUREABLE • Sales Funnel Metrics: – Top of Funnel: Lead Volume & Source, Cost/Lead, Conversion Rate – Middle of Funnel: Lead Scoring and Qualification Rate – Bottom of Funnel: Deal Value, Close Rate, Acquisition Rate & Cost – End-End Metrics: Sales Cycle Time and Marketing ROI • Platforms and Process: – Website Analytics, Social Media Platforms, CRM Platform, Marketing Automation Platform, Other Platforms and Measurement Tools – Monthly Measurement, Assessment and Adjustment of Inbound/Outbound Marketing Programs and Sales Enablement Resources Requires a System for Analyzing and Improving Results
  8. 8. What is Virtual CMO’s Client Engagement Process? • Conduct a discovery and planning phase • Assess resource gaps to be filled • Create content that is compelling, targeted & aligned • Execute, measure and optimize integrated programs • Scale up as appropriate
  9. 9. Thank You Email: dave@vcmo.net Website: www.vcmo.net Copyright © 2013 Virtual CMO 9

×