Don Draper's 3 Rules of Content Marketing
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Don Draper's 3 Rules of Content Marketing

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A focus on how marketing has changed -- but also on how some elements have stayed the same -- using Don's perspectives as a frame. The presentation describes how the role of content has changed, and ...

A focus on how marketing has changed -- but also on how some elements have stayed the same -- using Don's perspectives as a frame. The presentation describes how the role of content has changed, and the increasing challenges facing organizations to deliver content that is targeted at the role, buying stage, and preferred delivery of prospects and leads.

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Don Draper's 3 Rules of Content Marketing Presentation Transcript

  • 1. DON’S3RULES!For Content Marketing!
  • 2. Is yourCONTENTSTRATEGYoptimized for 2013 orfor 1963?!!
  • 3. Many marketing strategies arestill stuck in the era ofMADMEN and DONDRAPER.!!
  • 4. Everything about marketinghas changed.!!
  • 5. Or has it?!!Don – but not many of hispeers – could add value today.!!
  • 6. RULE#1!“Success comes fromstanding out, not fittingin.”!
  • 7. Most marketing strategies arefocused on FITTINGIN.!!
  • 8. They are still designed for theera of mass ONE-TO-MANYcommunications..!!
  • 9. The old world of sales and marketing.! Suspects! Prospects! Leads! Opportunities! Mass marketing! Relationship selling!ID needs through Find prospects Qualify prospects Proposemarket research via mass and build relationship solutions toand focus groups! marketing! through pain point address pain questioning! points!Focus: Let me tell you about our products.!
  • 10. Is this what your organization’sCONTENTSTRATEGY lookslike?!!
  • 11. 1.  Go to great big TRADESHOW and get a 10x10 somewhere.! “Johnson! Get2.  Send “suspects” a me some CASESTUDY or a visibility!”! PRODUCTSHEET to generate leads.!3.  Do a WHITEPAPER. Once. See #2 for distribution.!4.  Send out lots of EMAIL to people you don’t know and invite them to a product- demo WEBINAR.!
  • 12. “Ever wonder why most B2Bmarketing is so !GAWDAWFUL? The reason:most B2B marketers wronglybelieve that B2BPRODUCTS inthe 21st century should bemarketed the way thatconsumer products weremarketed in the 20th century.Unfortunately, what made Cokeand Nike successful doesn’twork…”!!--Geoffrey James, Why YourB2B Marketing is So Lousy!!
  • 13. RULE#2!“People tell you whothey are, but we ignoreit because we wantthem to be who WEwant them to be.”!
  • 14. The landscapehas changed,but manycompanies arehoping it willmagicallychange back.!!
  • 15. It won’t.!!Here’s what haschanged…!!
  • 16. FOURCHANGES! 1! The  Buyer’s  Journey  is  what  counts.   Understanding  buying  roles  and  stages  cri2cal.   2! The  technology  has  changed.   In-­‐bound  marke2ng,  nurturing,  mul2-­‐touch,  automa2on.   3! Exploding  op:ons  for  content  delivery.   Videos,  podcasts,  blogs,  Twi>er,  e-­‐books,  LinkedIn.   4! Thought  leadership  counts.   It’s  more  than  selling.  Source: Sirius Decisions!
  • 17. The new world of sales and marketing.! Suspects! Prospects! Leads! Opportunities! Content marketing! Challenger selling!ID needs through Find prospects Challenge prospects Use thisanalytics and social by providing by telling them relationship tointeraction! content tied to something they don’t position your their needs! know! solution!Focus: Let me educate you about how to improve your business.!
  • 18. FOURTYPES of content! 1! SUSPECTS   They  want  what  you  know,  NOT  what  you  sell.   2! PROSPECTS   They  want  content  directly  related  to  their  interests.   3! LEADS   They  want  content  that  addresses  their  business  pain.   4! OPPORTUNITIES   They  want  content  that  reduces  their  risk.  Source: From Content to Customer, by Joe Chernov and Elle Wioulfe !
  • 19. FOURTYPES of content! 1! SUSPECTS  -­‐-­‐  infographics,  non-­‐demo-­‐y  videos,  curated  lists  and   people,  infotainment   2! PROSPECTS  -­‐-­‐  e-­‐books,  guides,  chapters  from  physical  books,   analyst  reports,  webinars   3! LEADS  -­‐-­‐  White  papers,  case  studies,  demo  videos,  product   comparisons   4! OPPORTUNITIES  -­‐-­‐  ROI  calculators,  pricing  sheets,  RFP   generators  Source: From Content to Customer, by Joe Chernov and Elle Wioulfe !
  • 20. BYTHEWAY…!They want their content in multipleformats, on multiple devices, whereand when THEY want it, and in thecontext of their particular job role.!!
  • 21. The New World of Sales and Marketing!Old! New!Mass marketing! Content marketing!Relationship selling! Challenger selling!Focus groups! Analytics!One-to-many! One-to-one!Trade shows! Niched conferences!Sales presentations that describe YOU! Sales presentations that educate THEM!Single use analyst white papers! Multi-use content assets!Product leadership! Thought leadership!Mass e-mail! Segmented and automated drip campaigns!Print or print-like delivery! Videos, podcasts, blogs, ebooks!
  • 22. RULE#3!“Maybe I’m not ascomfortable being aspowerless as you are.”!
  • 23. You will go broke trying topopulate these “three-dimensional” contentneeds (role, stage, deliveryvehicle) in the way you’vealways done it – by payingtop dollar for individuallycommissioned outsourcedcustom pieces of contentor by thinking that“somebody” internally willdo it.!!And it will often wind uptoo “sales-y.”!
  • 24. CONTENTBEAST!Beware the CONTENTBEAST.!!If you continue down the old pathof commissioning custom assets,the volume and variety of contentyou need to be effective willconsume you.!!You need to thinkCONFIGURATION andREPURPOSING notCUSTOMIZATION.!!
  • 25. FINALNOTE!Don’t make thismistake with yourcontent marketingstrategy…!!“I keep going to a lot ofplaces and ending upsomewhere I’ve alreadybeen.”!!CONFIGURE existingassets, don’tCUSTOMIZE.!
  • 26. MOREINFO!John Mancini!!johnmancini@AIIM.org!@jmancini77!!