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More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
More Truths About Using Content Marketing For Customer Engagement
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More Truths About Using Content Marketing For Customer Engagement

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Today, your customers are in full control, and you need to earn their trust and prove that you offer the right solution to their problems. Learn more about Forrester's B2B content marketing …

Today, your customers are in full control, and you need to earn their trust and prove that you offer the right solution to their problems. Learn more about Forrester's B2B content marketing solutions: http://forr.com/1sqYfHv

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  1. More Truths About Using Content Marketing For Customer Engagement Ryan Skinner, Senior Analyst April 24, 2014 @rskin11
  2. © 2014 Forrester Research, Inc. Reproduction Prohibited 2 Agenda › Introduction: Challenges To B2B Marketing › Content Marketing Answers The Challenge › Introducing A Framework For Content Positioning › Applying The Framework To Create Awareness › Applying The Framework To Promote Consideration › Parting Recommendations
  3. © 2014 Forrester Research, Inc. Reproduction Prohibited 3 Agenda › Introduction: Challenges To B2B Marketing › Content Marketing Answers The Challenge › Introducing A Framework For Content Positioning › Applying The Framework To Create Awareness › Applying The Framework To Promote Consideration › Parting Recommendations
  4. © 2014 Forrester Research, Inc. Reproduction Prohibited 4 Buyers’ relationship with information changed: They now seek out certain kinds of content
  5. © 2014 Forrester Research, Inc. Reproduction Prohibited 5 Our communications carry a big burden Buyer’s information gathering Sales contact
  6. © 2014 Forrester Research, Inc. Reproduction Prohibited 6 Marketing’s been disrupted › Content and communications carry a greater share of the B2B marketing and sales burden than ever before. › Storylines are decreasingly controlled by the business and increasingly created between business and the customer. › Messages have to work their magic in a maddeningly growing universe of user-driven contexts. › Branded messages are no longer permanent; they are very, very ephemeral.
  7. © 2014 Forrester Research, Inc. Reproduction Prohibited 7 How does content marketing address these disruptions? › Reciprocation: By creating value, we earn the right to influence schedules and reach across channels. › Grooming prospects: By forming prospects in our image, we get more customer-shaped objects to the door. › Message liquidity: Valuable branded content can be repackaged and redelivered at zero/low cost. › Proxy salespeople: Earned media turns anyone into a star salesman for our business, at no cost.
  8. © 2014 Forrester Research, Inc. Reproduction Prohibited 8 Create the foundations for the relationship Brand Goal Customer
  9. © 2014 Forrester Research, Inc. Reproduction Prohibited 9 Different content for different objectives Brand Goal Engagement content Nurture content Customer
  10. © 2014 Forrester Research, Inc. Reproduction Prohibited 10 Agenda › Introduction: Challenges To B2B Marketing › Content Marketing Answers The Challenge › Introducing A Framework For Content Positioning › Applying The Framework To Create Awareness › Applying The Framework To Promote Consideration › Parting Recommendations
  11. © 2014 Forrester Research, Inc. Reproduction Prohibited 11 Value in content as common denominator Relevant: Up-to-date, outcome-oriented, and a clear point of view Useful/applicable: Something people can use immediately Generous: Give away insights and resources Empathetic: Centered on the experience of the customers and their reality
  12. © 2014 Forrester Research, Inc. Reproduction Prohibited 12 Obsessing over customer desires Interviews Listening Data Research
  13. © 2014 Forrester Research, Inc. Reproduction Prohibited 13 The struggle to earn attention Brand Goal Engagement content Nurture content Objectives • Awareness • Inspiration • Commitment Customer
  14. © 2014 Forrester Research, Inc. Reproduction Prohibited 14 The struggle to earn attention Brand Goal Engagement content Nurture content Objectives • Awareness/noise (“I can’t hear you or see you.”) • Inspiration/credibility (“I don’t believe you.”) • Commitment/timing (“OK, but not now.”) Customer
  15. © 2014 Forrester Research, Inc. Reproduction Prohibited 15 We have to earn our way up the value chain CMO VP VP VP Dir. Dir. Dir. Dir. Dir. Dir. Dir. CMO VP VP Dir.
  16. © 2014 Forrester Research, Inc. Reproduction Prohibited 16 Empower customers to tell your story Brainshark set up an advocacy program with Influitive to encourage its best customers to share its content. Result: 2x activity in social channels and 4x customers acting as references.
  17. © 2014 Forrester Research, Inc. Reproduction Prohibited 17 Reach out to influencers and cooperate • What are the most interesting topics to you? • What do you think about X? • Recruitment for blog posts, webinars, and more
  18. © 2014 Forrester Research, Inc. Reproduction Prohibited 18 Deliver truthful (if uncomfortable) observations This presentation is at 200,000 views and climbing on Slideshare. Confrontation and revelation earn credibility.
  19. © 2014 Forrester Research, Inc. Reproduction Prohibited 19 Look for low competition areas or high-value resources/angles Topic A Topic B Topic C Topic D Topic E Topic F Topic G Topic H Expert A Expert B Expert C Expert D Expert E Expert F Expert G Expert H EXTERNAL CONTENT AUDIT INTERNAL CONTENT AUDIT
  20. © 2014 Forrester Research, Inc. Reproduction Prohibited 20 Originality in terms of format and voice will give critical impact
  21. © 2014 Forrester Research, Inc. Reproduction Prohibited 21 Deliver value directly in the channel where you meet audience Link + intro Landing page Form fill Value Value
  22. © 2014 Forrester Research, Inc. Reproduction Prohibited 22 Build awareness in the space based on context and psychographics More a call-to-action based on how marketers feel than a clear approach to a persona.
  23. © 2014 Forrester Research, Inc. Reproduction Prohibited 23 Invest in distribution for proven engagement successes
  24. © 2014 Forrester Research, Inc. Reproduction Prohibited 24 Find the right balance between frequency and depth SPEED x RELEVANCE
  25. © 2014 Forrester Research, Inc. Reproduction Prohibited 25 Take risks. Measure outcomes. Adjust as necessary. Failures Failures>
  26. © 2014 Forrester Research, Inc. Reproduction Prohibited 26 Agenda › Introduction: Challenges To B2B Marketing › Content Marketing Answers The Challenge › Introducing A Framework For Content Positioning › Applying The Framework To Create Awareness › Applying The Framework To Promote Consideration › Parting Recommendations
  27. © 2014 Forrester Research, Inc. Reproduction Prohibited 27 Turn a known audience quantity into leads and sales Brand Goal Engagement content Nurture content Objectives 1. Consideration 2. Referral 3. Registration Customer
  28. © 2014 Forrester Research, Inc. Reproduction Prohibited 28 Turn a known audience quantity into leads and sales Brand Goal Engagement content Nurture content Objectives 1. Consideration/competition (“These other guys . . .”) 2. Referral/doubt (“But am I exposing myself?”) 3. Registration/hesitancy (“There’s no hurry.”) Customer
  29. © 2014 Forrester Research, Inc. Reproduction Prohibited 29 Create tools that push customers forward on their journey
  30. © 2014 Forrester Research, Inc. Reproduction Prohibited 30 Build thought leadership to frame discussions Provide a rigorously researched, executive- friendly argument for change.
  31. © 2014 Forrester Research, Inc. Reproduction Prohibited 31 Build thought leadership to frame discussions Gather raw data and analyze it to help prospects make data- driven decisions.
  32. © 2014 Forrester Research, Inc. Reproduction Prohibited 32 Use personalization and retargeting technologies to push interactions intelligently B2B content retargeting B2B content personalization
  33. © 2014 Forrester Research, Inc. Reproduction Prohibited 33 Capturing leads is the wrong metaphor for leading an opt-in relationship Give us your email address, then we can talk. you@junk-email.com Liked that? We’ll let you know when the next comes. you@email.com
  34. © 2014 Forrester Research, Inc. Reproduction Prohibited 34 Agenda › Introduction: Challenges To B2B Marketing › Content Marketing Answers The Challenge › Introducing A Framework For Content Positioning › Applying The Framework To Create Awareness › Applying The Framework To Promote Consideration › Parting Recommendations
  35. © 2014 Forrester Research, Inc. Reproduction Prohibited 35 Parting recommendations 1. Start any content marketing strategy with customer research. 2. Lean in to the customers’ scepticism (i.e., their BS detectors). 3. Help other people tell your story. 4. Maintain pace and relevance to remain on top of the agenda.
  36. © 2014 Forrester Research, Inc. Reproduction Prohibited 36 Remember: the foundation of the proxy relationship TRUST
  37. © 2014 Forrester Research, Inc. Reproduction Prohibited 37 Forrester Content Marketing Resources › View part 1 of this webinar series › Watch the video webinar of this content › Look through Forrester’s B2B content marketing solutions
  38. Thank you Ryan Skinner +44 207.323.7717 @rskin11 rskinner@forrester.com

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