Establishing	  a	  Solid	  Content	  Crea4on	  Plan	  with	            3-­‐D	  Content	  Mapping	                         ...
Speaker	  	  •  Micky	  Long,	  Vice	  President,	       Arke4	  Group	       	  	                                        ...
Agenda	  	  	  •  Introduc4ons	  •  3-­‐D	  Content	  Mapping	  •  Message	  Types	  •  Simple	  Campaigns	  •  Ques4ons	 ...
3-­‐D	  Content	  Mapping	  	  Micky	  Long,	  Arke<	  Group	  
Defining	  3-­‐D	  Content	  Mapping	  Three	  main	  components:	        1         Mapping	  to	  pain	  point	        2  ...
Pain	  Points	  Uncovered	  •  Develop	  personas	  •  Key	  Ques4ons	  	  Who               What          Why            ...
Completed	  Buyer	  Persona	                          “I	  have	  3	  concerns	  when	  I	  sit	  down	  at	  my	  desk:	 ...
Persona	  Outline	                   John	  Doyle	      “Delivering	  high	  service	  levels	  and	  suppor4ng	  cost	  e...
Persona Outline                                    Persona	  Outline	                 Brian	  May	        “Current	  cost	...
Pain	  Points	  Uncovered	  Research	  comes	  from	  anywhere	      •  Sales	  feedback	      •  Industry	  publica4ons	 ...
Pain	  Points	  Uncovered	  If	  you	  can’t	  find	  it,	  create	  your	  own	     •  Conduct	  industry	        surveys	...
Buy	  Cycle	  Integrated	  Now	  that	  we	  know	  who	  they	  are,	  it’s	  <me	  to	  determine	                  wher...
Call-­‐to-­‐Ac<on	  /	  Content	  To	  be	  effec<ve,	  content	  must	  be:	    •  Relevant	    •  Varied	    •  Personal	...
Reuse	              14	  
Reuse	  Start	  with	  a	  white	  paper,	  run	  a	  podcast,	  	  create	  a	  video	                                   ...
Reuse	  Partner	  with	  an	  analyst,	  run	  a	  webinar,	  highlight	  in	  a	  collateral	  piece	                    ...
Curate	  (Borrow)	  Content	  Cura<on	  -­‐	  is	  a	  term	  that	  describes	  the	  act	  of	  finding,	  grouping,	  or...
Cura<on	  Tips	  •  Know	  your	  market	  (have	  we	  said	  that	  before?)	  •  Always	  be	  searching	  •  Look	  fo...
Put	  It	  All	  Into	  Ac<on	               Well-­‐mapped	  content	  can	  feed	  highly	  effec<ve	  drip	  marke<ng	  p...
Prospect	  Drip	  Program	  10%	  Response	  Rate	  20-­‐30%	  Response	  Rate	  40+%	  Response	  Rate	                  ...
Contact	  Informa<on	  Micky	  Long	  Arke<	  Group	  Vice	  President,	  Prac4ce	  Director,	  Lead	  Nurturing	  mlong@a...
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Establish a Solid Content Creation Plan with 3-D Content Mapping


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Learn how 3-D content mapping helps you create a thorough content marketing plan. Learn about:
- Message types, including persona identification
- Implementation of marketing content resources
- Getting the most from your content resource efforts

Published in: Technology, Business
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Establish a Solid Content Creation Plan with 3-D Content Mapping

  1. 1. Establishing  a  Solid  Content  Crea4on  Plan  with   3-­‐D  Content  Mapping    Presented  by:    Micky  Long,  Vice  President,  Arke4  Group      August  30,  2012    
  2. 2. Speaker    •  Micky  Long,  Vice  President,   Arke4  Group       2  
  3. 3. Agenda      •  Introduc4ons  •  3-­‐D  Content  Mapping  •  Message  Types  •  Simple  Campaigns  •  Ques4ons     3  
  4. 4. 3-­‐D  Content  Mapping    Micky  Long,  Arke<  Group  
  5. 5. Defining  3-­‐D  Content  Mapping  Three  main  components:   1 Mapping  to  pain  point   2 Mapping appropriate content 3 Mapping to buy cycle 5  
  6. 6. Pain  Points  Uncovered  •  Develop  personas  •  Key  Ques4ons    Who What Why 6  
  7. 7. Completed  Buyer  Persona   “I  have  3  concerns  when  I  sit  down  at  my  desk:  ‘what’s  our  cash   flow?’  ‘what  is  revenue/customer?’  and  ‘how  efficient  is  our  plant   running?’”     Brad  the  CFO   Age:  45       Educa4on:  Bachelor’s  (Finance)  with  most  likely  an  MBA  About Brad Goals Words-phrases Objections•  Reports to CEO •  Efficiency that resonate •  Cost too much•  Has financial responsibility for firm •  Less expenses •  ROI •  Burdensome•  Spends too much time on compliance/ •  Proven ROI •  Proven implementati risk mitigation/SOX •  Better •  Financially on•  Must see fast ROI financial stable ratios •  IntegratedCFO Message Influencers Proof Points•  “Our plant solutions can bring •  Peers •  Avg.20% immediate ROI through reduced •  Case studies decrease in inventory.” with ROI inventory•  “We enhance compliance through •  Current •  30% less advanced reporting.” clients waste •  Analyst firms 7  
  8. 8. Persona  Outline   John  Doyle   “Delivering  high  service  levels  and  suppor4ng  cost  effec4ve  growth   CIO   are  key.”     “The  business  is  moving  faster  than  IT  can  support  it.”  Other  Titles:     Goals:    •  VP  Informa4on  Systems,  CTO   •  Lower  cost  of  delivery,  business   innova4on  and    increased  services  Challenges:       capabili4es  •  Business  units  making  requests  faster   Solu<on  Value  Drivers:   than  IT  can  deliver   •  Fast  onboarding  Costs:     •  Inventory  visibility  •  License  so]ware  maintenance  fees   and  configuring  legacy  systems   8  
  9. 9. Persona Outline Persona  Outline   Brian  May   “Current  cost  of  delivery  and  skills  required  for  the  current  solu4ons  is   Director  of   unmanageable.”   Opera4ons   “Our  current  vendor  con4nues  to  raise  maintenance.”   “I  need  to  understand  how  we  are  performing  for  our  Lines  of  Business.”  Other  Titles:     Goals:    •  COO,  VP/Dir.  Opera4ons   •  Efficient  processes  Challenges:     •  Reduce  cost  •  Escala4ng  material/labor  costs   •  Simplify  process  •  Supply  chain  issues   Solu<on  Value  Drivers:  •  Vendor  management  issues   •  Save  4me  •  Outmoded  business  processes   •  Save  money  Costs:   •  Improve  opera4ons  •  People,  materials,  outsourced  services   •  Implement  best  prac4ces   9  
  10. 10. Pain  Points  Uncovered  Research  comes  from  anywhere   •  Sales  feedback   •  Industry  publica4ons  /  reports   10  
  11. 11. Pain  Points  Uncovered  If  you  can’t  find  it,  create  your  own   •  Conduct  industry   surveys   •  Survey  your  database   11  
  12. 12. Buy  Cycle  Integrated  Now  that  we  know  who  they  are,  it’s  <me  to  determine   where  they  are  in  the  buy  cycle:   Awareness: Window shopping. Discovery: Browsing. Validation: Comparing. 12  
  13. 13. Call-­‐to-­‐Ac<on  /  Content  To  be  effec<ve,  content  must  be:   •  Relevant   •  Varied   •  Personal   Emails with a mix of Product comparisons, industry and product info price info, offers •  Fresh   Industry white papers, Case studies, Post-sales communication, educational material other validation info user newsletter 13  
  14. 14. Reuse   14  
  15. 15. Reuse  Start  with  a  white  paper,  run  a  podcast,    create  a  video   15  
  16. 16. Reuse  Partner  with  an  analyst,  run  a  webinar,  highlight  in  a  collateral  piece   16  
  17. 17. Curate  (Borrow)  Content  Cura<on  -­‐  is  a  term  that  describes  the  act  of  finding,  grouping,  organizing  or  sharing  the  best  and  most  relevant  content  on  a  specific  issue.                              –  Courtesy  of  Rohit  Bhargava,  Influen4al  Marke4ng  blog    Five  Cura<on  Models:  1.  Aggrega4on  –  “Top  five  4ps  for  success”  2.  Dis4lla4on  –  shorten  and  simplify  3.  Eleva4on  –  spot  trends  from  other  material  4.  Mashup  –  pulling  together  items  to  create  new  POV  5.  Chronology  –  Pulling  together  4meline  to  show  trends   17  
  18. 18. Cura<on  Tips  •  Know  your  market  (have  we  said  that  before?)  •  Always  be  searching  •  Look  for  the  unusual  •  Don’t  forget  to  ajribute    •  Commercial  tools  are  available  (Curata)  •  Don’t  overlook  Google  alerts,  RSS  feeds,  LinkedIn   discussions,  etc.   18  
  19. 19. Put  It  All  Into  Ac<on   Well-­‐mapped  content  can  feed  highly  effec<ve  drip  marke<ng  programs   Industry Industry Industry Industry IndustryAwareness White Paper Response Webinar Response White Paper Response Webinar Response Podcast Response N N N N Y Y Y Y Technical Product TechnicalDiscovery Response Response Response Return to Pool White Paper Case Study White Paper N N N Y Y Y Vendor Product ProductValidation Video Response Datasheet Response Case Study Response N N N Y Y Y Offer/ Sales 19  
  20. 20. Prospect  Drip  Program  10%  Response  Rate  20-­‐30%  Response  Rate  40+%  Response  Rate   20  
  21. 21. Ques<ons    
  22. 22. Contact  Informa<on  Micky  Long  Arke<  Group  Vice  President,  Prac4ce  Director,  Lead  Nurturing  404-­‐929-­‐0091  ext  214  @mlong1   32