The document discusses challenges with content marketing and how to address them with an above-the-funnel focus. It identifies common challenges as being difficult to realize value due to a complex marketing mix, taking too long to see results, and requiring more effort than expected. The document proposes addressing these challenges by developing an above-the-funnel value story to fuel marketing efforts through identifying core content themes within trends that align with personas. It provides an example case study of a company that developed a 9-12 month content foundation through an agile framework to enable strategic sales.

1. www.joelcapperella.com
MAKING CONTENT MARKETING WORK
Challenges and How to Address Them with Above the Funnel Focus

2. CHALLENGES
IDEA TO DEMAND

3. Hard to do with a
complex marketing mix.

4. Takes too long to realize
value.

5. It requires a lot more effort
than we thought it would

6. Hard to get sales excited
about it early on.

7. Hasn’t lead to the cost
reduction we excepted.

8. It increases volume of
unqualified leads.

9. It is really hard to integrate it
with our social media efforts..

10. Hard to do with a complex marketing mix.
Takes too long to realize value.
It requires a lot more effort than we thought it would
Hard to get sales excited about it early on.
Hasn’t lead to the cost reduction we excepted.
It increases volume of unqualified leads.
It is really hard to integrate it with our social media efforts.

11. IDEA TO DEMAND
Above the Funnel
Value Story

12. Above the Funnel
Value Story
IDENTIFYING, DEVELOPING, AND
DELIVEIRNG THE ABOVE THE
FUNNEL VALUE STORY
IS THE FUEL FOR ALL MARKETING
EFFORTS

13. How do we develop the ABOVE THE FUNNEL VALUE STORY ?

14. Trend
Theme
Trend
Theme
Trend
Theme
WHAT ALIGNS?
ID Core Content Themes within each trend.
TRENDS
PERSONAS

15. ABOVE THE FUNNEL VALUE STORY
Trend
Theme
Trend
Theme
Top
Trend
Theme
ALIGNED
TRENDS

16. BOTTOM
ABOVE THE FUNNEL VALUE STORY
Impressions & Account Penetration
(targeted platforms, varying content types, evaluated for performance)
MIDDLE
TOP
Trend
Theme
Trend
Theme
Top
Trend
Theme
ALIGNED
TRENDS

17. AGILE
FRAMEWORK
CONTENT STRATEGY,
DELIVERY & DEMAND GEN
STRATEGIC SALES
ENABLEMENT
Above the Funnel
Value Story

18. CASE STUDY
Large SaaS ERP Player Manufacturing Vertical

19. Four Best Practices to Manage the
Strategic Vision for the Internet of
Things in Manufacturing
TALENT
SECURITY & PRIORITIZATION
PROCESS MAPPING

20. Four Best Practices to Manage the
Strategic Vision for the Internet of
Things in Manufacturing
Talent
Process
Mapping
Security
&
Priorities
9 TO 12 MONTH
CONTENT
FOUNDATION

21. Talent
Process
Mapping
Security
&
Priorities
Four Best Practices to Manage the
Strategic Vision for the Internet of
Things in Manufacturing

22. Why the Internet of Things
Makes U.S. Manufacturing a
National Security Risk
Talent
Process
Mapping
Security
&
Priorities
Four Best Practices to Manage the
Strategic Vision for the Internet of
Things in Manufacturing
TOP
General Analysis
Simple Recommendations
Investment Considerations
Training Program Recommendations

23. Why the Internet of Things
Makes U.S. Manufacturing a
National Security Risk
Talent
Process
Mapping
Security
&
Priorities
Four Best Practices to Manage the
Strategic Vision for the Internet of
Things in Manufacturing
MIDDLE
Integration Assessment
Methodologies and Planning
Application coverage assessment

24. Why the Internet of Things
Makes U.S. Manufacturing a
National Security Risk
Talent
Process
Mapping
Security
&
Priorities
Four Best Practices to Manage the
Strategic Vision for the Internet of
Things in Manufacturing
BOTTOM
Buying Guide
Pricing
Project Integration Plans

25. SEO
PR
SEM
EMAIL NURTURING
VIRTUAL EVENTS
TARGETED PHYSICAL EVENTS
ACCOUNT TARGETING
DEAL SUPPORT
CUSTOMER RETENTION
Security
&
Priorities

26. APPLIED TO YOUR ABOVE THE FUNNEL VALUE STORY

27. Training
Short Term Advisory
Embedded Integration Oversight
AGILE
FRAMEWORK
STRATEGIC SALES
ENABLEMENT
Above the Funnel
Value Story
CONTENT STRATEGY,
DELIVERY & DEMAND GEN

28. www.joelcapperella.com
MAKING CONTENT MARKETING WORK
Challenges and How to Address Them with Above the Funnel Focus