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Proven Content Marketing Strategy - 2014

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Take my lead generation & content marketing strategy … please! …

Take my lead generation & content marketing strategy … please!

Ok … I don’t expect content marketing grommets of recent employ to get this Henny Youngman reference in the title, but my hope is that the words stand alone as an offer that both neophytes and know-betters can’t refuse in their rush to impress or fill space.

You see, along with the content marketing hype machine comes the churn of blogs, eBooks, infographics, white papers, videos and other vehicles all destined for the digital landfill because they shared the common trait of being untethered and painfully unencumbered by even a modicum of strategy or end goal.

You know how these conversations start because you are either forced to start them or weather them from above.

Try this:

Current data puts anywhere from 60 to 80 percent all content being created in business-to-business companies in the unread pile. (http://www.siriusdecisions.com/blog/its-not-content-its-a-lack-of-buyer-insights-thats-the-problem/)

A not-so-gentle reminder to know your audience first...
The pitfalls of falling into tactics before having a strategy are as old as marketing itself, I know, but in the age of “We need a Facebook page/LinkedIn Profile/Twitter handle/Instagram or Vine account,” it warrants this passionate plea:

"Please, for the love of all that is good and right in the world, let’s start with a plan complete with a beginning, a middle and a measurable end before settling on what we need to do or how you’re going to do it."

Before you create anything …
I suggested last time – aided by the wisdom of Joe Pulizzi of the Content Marketing Institute – that having a point in the form of a Content Mission Statement is a good place to start. After you know what you intend to do with your content, let’s also agree to start content planning sessions by doing this or something like it before attacking the keyboard:

1. Review recent sales data to understand the buying stages for your product, the most common buyer titles, content consumption patterns, and key influencer/decision maker requirements during the sales process.

2. Ask questions like this in relevant industry, title or topical groups in LinkedIn and Quora: “What information do you need before you make a significant purchase at work?”

3. Research content preference data to get a sense for what your prospects might want instead of what you believe they need.

4. Ask current and former customers which types of content helped them become purchasers.

5. Use this information to inform a content creation and distribution strategy tied to an editorial calendar, and then bring it all together in an integrated marketing plan.

In an effort to payoff my headline for this, and give you a head start on #5, I created this SlideShare deck for you.

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  • 1. (C4)                A proven content marketing strategy ready to steal + an offer to lend a hand.  Digital C4 - digitalc4.com Proven Content Marketing Strategy – 2014 Copyright. All Rights Reserved. Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229 503.351.8995
  • 2. (C4)            But, first, what the heck qualifies as “good content?”     WTH?  Words & images that help make someone smarter about a given topic so they feel empowered to take an action  Information delivered at the appropriate time/place in the buyer’s journey from awareness to purchase  Knowledge that can be absorbed and shared to widen net of influencers or prospects  Always evolves based on prospect/industry pulse of business or personal needs   Proven Content Marketing Strategy – 2014 Copyright. All Rights Reserved. Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229 503.351.8995
  • 3. (C4)                                                                                        Common Content Marketing Formats B2B Content Marketing Grab Bag.            Proven Content Marketing Strategy – 2014 Copyright. All Rights Reserved. Web pages Blog posts White papers Position papers eBooks Online/offline published books & articles Case studies Online Videos Channels Podcasts Marketing/sales collateral Infographics     eNewsletters Webinars Podcasts Mobile applications & games  Text messages  Social media micro-blogging (Tweets, LInkedIn posts, Google+ and Facebook Updates, etc.)  Thought leadership forum participation (Quora, LinkedIn, influencer blog comments) Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229 503.351.8995
  • 4. (C4)                                                                                        Why Should You Care? Because…  Your prospects and customers need help solving business challenges; not vetting your product offers  Peer guidance on how to solve those challenges creates rapport & sales opportunities  Marketing plans need buyer-relevant content across the spectrum that can be discovered online (blogs, downloads, streams, etc.) and connected to your sales funnel to determine marketing spend effectiveness. Proven Content Marketing Strategy – 2014 Copyright. All Rights Reserved. Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229 503.351.8995
  • 5. (C4)                                                                                        Why this is more than hammering out a white paper or brochure … Like all endeavors, a tactic without a strategy for measureable success is a waste of time and money. Before attacking content needs, you need:  A content creation and distribution strategy tied to an editorial calendar and your prospects’ purchase behavior  A commitment to help prospects first by creating buy cycle-relevant information that educates & alleviates business/personal pain  The guts to put your company and its products in the back seat until someone shows interest in starting up a discussion Proven Content Marketing Strategy – 2014 Copyright. All Rights Reserved. Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229 503.351.8995
  • 6. (C4)                                                                                        Pretender or Contender? To separate content pretenders from contenders, ask for help with:  New assets for new initiatives or buyer persona purchase triggers  Information tailored to prospects based on their job role and specific to each step in their own purchase decision process  Guidance and execution assistance with content distribution & digital info discovery  A proven lead nurture plan based on buyer data research (e.g. B2B prospects often need as many as 10 marketing touches before they make a purchase.1) 1. Aberdeen Group: Marketing Lead Management: From the Top of the Funnel to the Top Line  http://aberdeen.com/Aberdeen‐Library/7603/RA‐marketing‐lead‐management.aspx?camp=BL02#sthash.o6TFrDSc.dpuf Proven Content Marketing Strategy – 2014 Copyright. All Rights Reserved. Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229 503.351.8995
  • 7. (C4)                                                                                        A Content Bundle at a Glance Blogs are the most obvious and prominent tactic these days. They play a vital role in both creating awareness and serving as a content distribution mechanism. That said, the key to content consumption success is catering to the preferences of your audience. That means variety dictated by buyer data. Videos? Maybe. eBooks, probably. Games? If your prospects play ‘em. Just mix it up! Proven Content Marketing Strategy – 2014 Copyright. All Rights Reserved. Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229 503.351.8995
  • 8. (C4)        A Content-Fueled Lead Nurture Click image or here to see larger view online. Proven Content Marketing Strategy – 2014 Copyright. All Rights Reserved. Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229 503.351.8995
  • 9. (C4)                  Scoping and Pricing                                                                       As is the case with all Digital C4 content projects, pricing your project occurs after an expressed interest. We price our content services based on industry averages and typically include:  an audit of existing content and messaging  key buyer and purchase trigger research  writing and design costs of the assets selected  a weekly or monthly blog post to engage prospects and promote content downloads  a content distribution plan Your plan and costs will be custom with details addressed in a Statement of Work (SOW). Proven Content Marketing Strategy – 2014 Copyright. All Rights Reserved. Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229 503.351.8995
  • 10. (C4)                                                                                        Want to talk more about this? If you do, we do!  Take a look at Slide 7 to get an idea of what you might need.  Determine need for research and recommendation services outlined on Slide 9  Contact Digital C4 for help in defining your project and customized content. Proven Content Marketing Strategy – 2014 Copyright. All Rights Reserved. Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229 503.351.8995
  • 11. (C4)                  Questions? Mark Evertz Chief Content Officer Demand Gen Director mark@digitalc4.com http://digitalc4.com Proven Content Marketing Strategy – 2014 Copyright. All Rights Reserved. Digital C4 LLC 4804 NW Bethany Blvd, STE i2140 Portland, Oregon 97229 503.351.8995