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Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016

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Content is the fuel to your digital marketing engine – but if the content you are producing is not aligned to address the specific needs, questions, and barriers of buyers at different stages of the customer journey, you may be spinning your wheels and losing ROI. Too many companies create and distribute the content they think customers want to read without really investing the time or resources to truly understand the varying needs of their audience, or how those needs can change throughout their relationship with your business. Taking a customer journey-centric approach to content strategy means engaging the right buyers with the right content, at the right time— adding more qualified leads to your funnel, and ensuring that more loyal customer advocates come out the bottom. During this session, we will discuss:
• Understanding your customer journey: Adopting a buying stages model, and key factors to consider based upon characteristics your business, target customers and market landscape
• Planning with the customer journey in mind: Utilizing customer journey knowledge to develop monthly and quarterly content plans to overcome key business challenges and goals at different stages of the funnel
• Mapping content distribution to the customer journey: Aligning multi-channel content distribution initiatives with your content strategy to maximize impact and engage your audience across customer journey stages

Published in: Marketing

Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016

  1. 1. Mapping Content Strategy to the Modern Customer Journey Gary DeAsi Senior Manager, Digital Marketing & Brand @gdaz Ryan Pinkham Content Marketing Manager @RyanPinkham
  2. 2. 22 4M+ users 25K+ organizations 194 countries 15+ products
  3. 3. 33 Marketing Organization Demand Gen Creative Web Operations Functionally “Market Manager” & Product Marketing X4 Vertically
  4. 4. 44 READY! FIRE! AIM! 30%B2B Marketers say they are effective at content marketing.
  5. 5. 55 Limited Supply of Ammo to Hit Targets (Content)
  6. 6. 66 RANDOM ACTS OF CONTENT
  7. 7. 77 1 Adopting a Stages Model & Key Factors to Consider Mapping Content Strategy to the Customer Journey
  8. 8. 88 Understanding your Customers SmartBear Confidential and Proprietary Individual Job roles, personas Motivators Problems, pain points Terminology & language Buying triggers How solve problem before? Organization Industry vertical Company size Business model, strategy Technology stack Org structure Geo locations
  9. 9. 99 Understanding your Business Product or Service Value propositions Key features, capabilities Differentiators Complexity of solution Use cases Technical specifications Technology partnerships Sales Pricing model Sales model Length of sales cycle $ ASP Barriers & objections Complexity of buying decision Market Market maturity Demand type Market share Competitive landscape Positioning Market trends SmartBear Confidential and Proprietary
  10. 10. 1010 Information • Search and browsing behavior • Research and nurture needs • Messaging • Barriers to overcome • Questions to answer INTELLIGENCE Content
  11. 11. 1111 ROAD TO ADVOCACY
  12. 12. 1212 Adopting a Customer Journey Stages Model
  13. 13. 1313 “Hello, brand, do I like you? are you relevant to me? Do I want to hear more from you in the future?” Engagement Brand Awareness
  14. 14. 1414 “I have a problem?” Education Problem identification
  15. 15. 1515 “What solutions are available? What factors should I consider? What alternatives are there?” Research Evaluate Solutions
  16. 16. 1616 “Does this product solve my problem(s) and meet my specific needs & requirements?” Evaluation Assess satisfaction of needs
  17. 17. 1717 “Why should I choose this? How can I get my boss and team members on board?” Justification Quantify & justify value, internal buy-in
  18. 18. 1818 “How do I get it? How difficult will it be to implement and change current process?” Purchase Transaction & Transition Factors
  19. 19. 1919 “How do I successfully implement, get training, and start realizing value asap?” Adoption Onboarding & implementation
  20. 20. 2020 Retention Satisfaction and Success “Does SmartBear care about my success? Value adds? Long-term? Why do I love being a SmartBear customer?”
  21. 21. 2121 “What additional value can I get from SmartBear? What other problems can you help me solve?” Expansion Up-sell, Cross-Sell
  22. 22. 2222 “What I can do to help SmartBear?” Advocacy Loyalty & Evangelism
  23. 23. 2323Pre-Purchase (Prospects) Post-Purchase (Customers)
  24. 24. 2424 2 Content Planning with the Customer Journey in Mind Mapping Content Strategy to the Customer Journey
  25. 25. 2525 Feeding the Content Beast
  26. 26. 2626 Metrics Goals & Objectives Content Audit Content Plan Aligning Content Strategy: Planning Process Traffic Free tool downloads Leads Generated Content Downloads QLs Trials Trial Activations Opportunities Opportunities Won Renewals Upsell, Cross-sell %
  27. 27. 2727 Content Overflow
  28. 28. 2828SmartBear Confidential and Proprietary Aligning Content Strategy: Content Audit
  29. 29. 2929 Content Audit: Identify Content Gaps SmartBear Confidential and Proprietary  Number assets / stage  Types of assets / stage  Performance of assets  Age of content  Location of content  Distribution strategy  Optimization, enhancement, and re-purposing  Keyword research
  30. 30. 3030 Metrics Goals & Objectives Content Audit Content Plan Content Strategy: Planning Process Traffic Leads Generated Content Downloads QLs Trials Trial Activations Opportunities Opportunities Won Renewals Upsell, Cross-sell % Topics Formats Timeline Budget Resources
  31. 31. 3131 Lifetime Value: Repurposing Content
  32. 32. 3232 Make the investment
  33. 33. 3333 3 Aligning Multi-Channel Content Distribution Mapping Content Strategy to the Customer Journey Website Social Blog Email Nurture Paid PR Events Community
  34. 34. 3434 Web: Learning/Resource Centers SmartBear Confidential and Proprietary
  35. 35. 3535 Properties and Communities Blog & Social Resource Centers Product Sections Community & Support
  36. 36. 3636 Paid Advertising Paid Social 3rd party Email Sponsored Content adwords Re-marketing
  37. 37. 3737 Lead Scoring and Nurturing SmartBear Confidential and Proprietary Top Funnel During Trial Bottom Funnel Customer
  38. 38. 3838 Stages Metrics Engagement, Education, Research  Blog traffic  Resource traffic  Content Downloads  QLs (Non-trial score-ups) Evaluation  Product section traffic  Trials  Trial Activations Justification, Purchase  Opportunities opened  Opportunities closed won Adoption, Retention, Expansion, Advocacy  Renewals  Up-sell, Cross-sell opportunities  Influitive members/activity
  39. 39. Thank you! Gary DeAsi Senior Manager, Digital Marketing & Brand @gdaz Ryan Pinkham Content Marketing Manager @RyanPinkham

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