Dgr sps16-c4 d-finaldeck
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Watch This Free Webinar On-Demand: http://dg-r.co/2fJNCU2 - Ignite the Spark in Buyer Relationships: Best-in-Class Tactics for Adding Context to Your Content Messaging Learn how to create contextual, conversational and personalized content to scale In order for content to connect with B2B buyers, it must have context and relevance. In this webinar, Content4Demand will share a strategic approach to building a messaging strategy that is centered on buyer-focused content. The webinar will reveal specific examples and prescriptive tips on addressing key areas of B2B, including: • Creating Conversational Content; • Answering Buyer Questions At Key Stages of the Buying Cycle; • Customizing Content For Specific Roles; • Supporting ABM Messaging; and • Using Measurement To Gather Intelligence On Key Buyers.
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Dgr sps16-c4 d-finaldeck
- 2. #SPS16 Follow This Webinar On Twitter #SPS16 Demand Gen Report: @DG_Report Klaudia Tirico: @klaudiatirico Content4Demand: @Content4Demand Dana Harder: @DanaHarder Alicia Esposito: @AliciaFiorletta
- 3. #SPS16 About Demand Gen Report • Tracking strategies & solutions in lead generation & marketing tech since 2007 • Daily news and analysis, special reports, original research and live events • Newsletter reaches 40,000 readers • Additional resources at: demandgenreport.com/resources @DG_Report http://linkd.in/DG_Specialists
- 6. #SPS16 • Share on social using the hashtag #SPS16 • Refer a colleague to attend • Submit questions & answer polls during the webinar • Take our post-webinar survey • BONUS – Attend all #SPS16 sessions live Participate To Better Your Odds
- 8. CONTENT4DEMAND 8 The Problem with Buyer Relationships Today • “Too many fish” syndrome • Me-too content offerings • One-size fits all messaging 83% of buyers agree: “I find myself overwhelmed by the amount of content available.”
- 11. CONTENT4DEMAND 11 Our Agenda: How to Get Contextual and Ignite that Spark! 1. Get to know your buyers (browsing the dating profile) 2. The buyer-focused messaging equation 3. Aligning messaging for different stages of the buyer’s journey 4. Creating conversational content 5. Gather insight and intelligence on how you’re resonating
- 13. CONTENT4DEMAND 13 Audience Insights Are Key to Creating Contextual Content • Do you have personas? Do you need them? (YES!) • High-level profiles or in-depth summaries help you understand what makes your audience tick • Are they a fit for your business? • What are their behaviors, struggles, hobbies, desires? • Where can you add value to their lives?
- 16. CONTENT4DEMAND 16 Buyer-Focused Messaging: The Missing Link in Content Creation and Activation • Convergence of buyer insights, demand type and value proposition • Messaging elements are tailored to each stage of the buyer’s journey • Messaging elements are applied to develop content and campaign themes Awkwarrrrd.
- 18. CONTENT4DEMAND 18 Applying Buyer-Focused Messaging Across Your Business • Content and campaign design for onboarding, nurturing, warming and competitor displacement • Informing and empowering your buyers, users, employees, partners and sales reps • Thought leadership delivered via blogs, commentary, articles and influencers
- 21. CONTENT4DEMAND 21 The buyer’s journey is a relationship… it needs to be customized! • ABM Approach and Personalized Content • Re-Versioning Content • Customized Content Distribution Channels
- 24. CONTENT4DEMAND 24 The buyer’s Journe is a relationship… it needs to be customized! Reversioned & Personalized Content
- 28. CONTENT4DEMAND 28 Keep Putting Yourself Out There (aka Scale Your Strategy) • Focus on creating evergreen content that can easily be tailored to specific buyers/industries • Design content with modularization and reversioning in mind • Look for partners you can outsource content creation to • Prioritize turnkey opportunities (sponsored content)
- 30. CONTENT4DEMAND 30 Use Metrics to Gauge Buyer Relationships • Email Clicks • Form Fills • Downloads • Time Spent on Asset • Embedded Content Views & Clicks
- 33. CONTENT4DEMAND 33 Get to Happily Ever After… (Key Takeaways)! • Personas are a must! • Get personal with your messaging and content • Take real actions toward an ABM approach • And of course, measurement is the icing on the wedding cake