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Why Your Content
Marketing is Failing
(and how to fix it)
customerjourneymarketer.com
Throughout the
presentation, click
the twitter icons to
tweet anything you
find interesting!
@gdaz customerjourneymarketer.com
What is Content Marketing?
Content marketing is the
marketing and business
process for c...
@gdaz customerjourneymarketer.com
Content is the Fuel of our Digital
Marketing Engines
Content is the Fuel to our
Digital ...
@gdaz customerjourneymarketer.com
But Not Everyone Gets the Same Mileage out of it…
41%
of marketers say
content marketing...
@gdaz customerjourneymarketer.com
B2B Marketers are Increasing Spend on
Content Marketing
And 70% are not effective?!
@gdaz customerjourneymarketer.com
@gdaz customerjourneymarketer.com
EVERYONE FAILS
AT CONTENT
MARKETING.
(some just more often than others)
@gdaz customerjourneymarketer.com
Some more positive ways to look at failure…
@gdaz customerjourneymarketer.com
Why is your Content
Marketing Failing?
not working?
What can we learn?
People &
Process
Personas,
Customers
Planning
& Strategy
Production
& Design
Publishing
& Promotion
Performance
& Metrics
...
Personas
& Customers
Personas &
Customers
Planning
& Strategy
Production
& Design
Publishing
& Promotion
Performance
& Met...
@gdaz customerjourneymarketer.com
You Take an Inside-Out Approach
@gdaz customerjourneymarketer.com
You’re not driving qualified traffic
Target
audience
@gdaz customerjourneymarketer.com
Find “Triple Threat” Topics
Business
objectives,
Value props
Customer
Needs
Customer
Int...
@gdaz customerjourneymarketer.com
Your Content Sells More than it Educates
We see 3,000-20,000
brand messages a day
@gdaz customerjourneymarketer.com
@gdaz customerjourneymarketer.com
You pull a “Trojan Horse”
Outside:
Looks like free
educational content
(to help me)
Insi...
@gdaz customerjourneymarketer.com
Your Content Doesn’t Answer Your
Customers’ Questions
27%of search queries
are questions...
@gdaz customerjourneymarketer.com
What Questions are Your Customers Asking?
@gdaz customerjourneymarketer.com
You Don’t Understand Your Customers
Individual
Job titles
Key responsibilities
Motivator...
@gdaz customerjourneymarketer.com
How do customers solve the problem
before they come to you?
Manually
“Low-End” Competito...
@gdaz customerjourneymarketer.com
Identify and Capitalize on Buying Triggers
What common events
set customers off in
searc...
Planning
& Strategy People
& Process
Personas &
Customers
Planning
& Strategy
Production
& Design
Publishing
& Promotion
P...
@gdaz customerjourneymarketer.com
You Don’t Have A Documented Plan &
Strategy
READY! FIRE! AIM!
@gdaz customerjourneymarketer.com
90%
of the buyer’s journey is
self-directed
11.4
the average number of pieces
of content...
@gdaz customerjourneymarketer.com
Click here to learn more
about this customer
journey stages model
@gdaz customerjourneymarketer.com
You think Customer Journeys are Linear
Engagement
Content 1
Education
Content 2
“First t...
@gdaz customerjourneymarketer.com
Don’t try to play God.
@gdaz customerjourneymarketer.comSmartBear Confidential and Proprietary
?
“Why do I have a problem?!"
“What solutions are ...
@gdaz customerjourneymarketer.com
TRI
AL
Make Sure Every Piece of Content is a Door,
Bridge and Ladder
to more relevant
co...
@gdaz customerjourneymarketer.com
TRI
AL
Make Sure Every Piece of Content is a Door,
Bridge and Ladder
to more relevant
co...
@gdaz customerjourneymarketer.com
TRI
AL
Make Sure Every Piece of Content is a Door,
Bridge and Ladder
to more relevant
co...
@gdaz customerjourneymarketer.com
Content Planning Process
Goals &
Objectives
Themes Research
Content
Audit
Topics
Formats...
@gdaz customerjourneymarketer.com
You Didn’t Do Your Research
Customer Competitive Keyword Market
Persona
Development
Prob...
@gdaz customerjourneymarketer.com
Content Planning Process
Goals &
Objectives
Themes Research
Content
Audit
Topics
Formats...
@gdaz customerjourneymarketer.com
Content Audit: Identify Opportunities and Gaps
 Number assets / stage
 Types of assets...
@gdaz customerjourneymarketer.com
Content Planning Process
Goals &
Objectives
Themes Research
Content
Audit
Topics
Formats...
@gdaz customerjourneymarketer.com
Experiment
here
500
250
100
50
1
Don’t roll the
dice here…
You Allocate Resources Improp...
Production
and Design
Quality
Quantity
Personas &
Customers
Planning
& Strategy
Production
& Design
Publishing
& Promotion...
@gdaz customerjourneymarketer.com
Quality
Content
Not Quality
Content
Quantity > Quality
Santorini
@gdaz customerjourneymarketer.com
Long-Form Vs Short-Form Content
2,400+
average words for
position #1 and #2
ranking cont...
@gdaz customerjourneymarketer.com
You Don’t Focus
Enough on Titles
@gdaz customerjourneymarketer.com
Title Tips Google displays 50-60
characters of title
Keep titles under 55 Characters,
95...
@gdaz customerjourneymarketer.com
Your Content Isn’t Visually Engaging
Visual content is more than 40X
more likely to get ...
@gdaz customerjourneymarketer.com
CTR: 0.632% CTR: 1.302%
@gdaz customerjourneymarketer.com
Your Content Isn’t Easily Consumable
 Legible
 Organized structure
 Readability
 Sec...
@gdaz customerjourneymarketer.com
Optimized for Mobile
57%
users say they won’t
recommend a business
with a poorly designe...
@gdaz customerjourneymarketer.com
Your Web Experience is Outdated
@gdaz customerjourneymarketer.com
Your Content
Isn’t Shareable
Publishing
& Promotion
Personas &
Customers
Planning
& Strategy
Production
& Design
Publishing
& Promotion
Performance
& M...
@gdaz customerjourneymarketer.com
You don’t focus
enough on SEO
@gdaz customerjourneymarketer.com
Your Content is Inconsistent
Cadence
Messaging X-
Channel
Brand
@gdaz customerjourneymarketer.com
You Don’t Focus Enough
on Distribution
@gdaz customerjourneymarketer.com
Your Distribution Strategy Isn’t Aligned with
the Customer Journey
Engagement Education ...
@gdaz customerjourneymarketer.com
You Don’t Leverage
All the Channels at
Your Disposal
You Don’t Leverage
All the Data at
...
@gdaz customerjourneymarketer.com
Search Terms
+how +to +soapui,
+soapui +tutorial,
+soapui +guide
You Don’t Think About U...
@gdaz customerjourneymarketer.com
Aligning Web Properties and Communities with the
Customer Journey
Blog & Social
Resource...
@gdaz customerjourneymarketer.com
Informational
Learn Section
@gdaz customerjourneymarketer.com
Product SectionCommercial
Transactional
@gdaz customerjourneymarketer.com
Data -> Customer Journey (Remarketing)
Product Section
eBook Trial
Learn Section Open So...
@gdaz customerjourneymarketer.com
Automated Nurture and Lead Scoring
eBooks
Infographics
Webinars
Blogs
Slideshares
Docume...
@gdaz customerjourneymarketer.com
You Don’t Capitalize on Conversion Opportunities
Article -> eBook eBook -> Trial
Use Sec...
@gdaz customerjourneymarketer.com
You Haven’t Built a Content Network
Internal Teams
External Experts,
Influencers
Industr...
@gdaz customerjourneymarketer.com
I hope I get
invited to a
webinar today…
…said no
one ever.
You Promote the Format > Top...
Performance
& Metrics
Personas &
Customers
Planning
& Strategy
Production
& Design
Publishing
& Promotion
Performance
& Me...
@gdaz customerjourneymarketer.com
• You Don’t Have a Clear Definition
of Success
• Focusing too much on just
conversion sa...
@gdaz customerjourneymarketer.com
Measuring Content Performance
Traffic, SEO
• Organic Visits
• Traffic by
Channel
• Page ...
Repurposing
and Refining
Personas &
Customers
Planning
& Strategy
Production
& Design
Publishing
& Promotion
Performance
&...
@gdaz customerjourneymarketer.com
Your Content Isn’t Designed for
Repurposing from the Start
It’s a lot easier to make a c...
@gdaz customerjourneymarketer.com
Will this be relevant
next month or next
year? Three years
from now?
NOT EVERGREEN
• New...
@gdaz customerjourneymarketer.com
Designing Content for Re-purposing
eBook Outline
I. Stand Alone Topic
a) Stand alone Sub...
@gdaz customerjourneymarketer.com
11+
@gdaz customerjourneymarketer.com
Webinar Transcriptions
(Transcription)
@gdaz customerjourneymarketer.com
If your webinar deck
isn’t optimized for
slideshare, it wasn’t
optimized for the
webinar…
@gdaz customerjourneymarketer.com
People &
Process
Personas,
Customers
Planning
& Strategy
Production
& Design
Publishing
...
@gdaz customerjourneymarketer.com
You Don’t Have the Right Talent, Skills and
Roles on your Team
• Content Marketing Manag...
@gdaz customerjourneymarketer.com
You Don’t Have an Efficient, Repeatable
Process
Agile Marketing
@gdaz customerjourneymarketer.com
You thought you would have overnight
success
It takes time. Don’t give up!
Thank you!
Gary DeAsi
@gdaz
https://www.linkedin.com/in/garydeasi
CustomerJourneyMarketer.com
@gdaz customerjourneymarketer.com
CustomerJourneyMarketer.com
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Why your Content Marketing is Failing (and how to fix it)

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View this SlideShare to learn 45+ costly mistakes for why content marketing fails, and actionable tips, resources and examples for how to correct them.

In a digital world where customers have all the power and everyone is a publisher, increasingly high competition and standards are pressuring marketing teams into a race to produce higher quality content, in greater volumes, and at a faster rate than ever before, often with the same amount of resources. But while content is the fuel for every digital marketing engine, not everyone gets the same mileage out of it. A 2016 report from Content Marketing Institute found that while 88% of B2B organizations are using content marketing, only 30% rated their content efforts as being effective for reaching their goals.

This presentation delivers an insightful overview of common costly mistakes that can be killing your content marketing results, and a deep dive on how to maximize content marketing ROI with actionable tips and steps to amplify the impact of every content initiative, including:

The 7 Step Content Marketing Process

1) Personas and Customers: Understanding target customer personas and how to attract and convert them with the right content topics

2) Content Planning and Strategy. Creating monthly and quarterly content plans aligned with each stage of the customer journey, and key business goals, metrics and objectives.

3) Content Production and Design. Digital content creation approaches optimized for search, engagement and conversion.

4) Content Publishing and Promotion. Integrated multi-channel content distribution tactics to reach both larger—and more qualified—target audiences across platforms, and the utilization of data, automation and marketing technology to test, measure and enhance targeting to optimize results.

5) Content Performance and Metrics. Understanding what metrics to track to measure the impact of your content marketing

6) Re-purposing and refining. Smart ways to get more out of your content and increase it lifespan through designing content for re-purposing.

7) People and Process. Building a team with the right skills, knowledge and roles, and implementing an efficient, repeatable content process.

Published in: Marketing

Why your Content Marketing is Failing (and how to fix it)

  1. 1. Why Your Content Marketing is Failing (and how to fix it)
  2. 2. customerjourneymarketer.com Throughout the presentation, click the twitter icons to tweet anything you find interesting!
  3. 3. @gdaz customerjourneymarketer.com What is Content Marketing? Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. “Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one.” -Robert Rose, Chief Strategy Officer, CMI
  4. 4. @gdaz customerjourneymarketer.com Content is the Fuel of our Digital Marketing Engines Content is the Fuel to our Digital Marketing Engines.
  5. 5. @gdaz customerjourneymarketer.com But Not Everyone Gets the Same Mileage out of it… 41% of marketers say content marketing has positive ROI
  6. 6. @gdaz customerjourneymarketer.com B2B Marketers are Increasing Spend on Content Marketing And 70% are not effective?!
  7. 7. @gdaz customerjourneymarketer.com
  8. 8. @gdaz customerjourneymarketer.com EVERYONE FAILS AT CONTENT MARKETING. (some just more often than others)
  9. 9. @gdaz customerjourneymarketer.com Some more positive ways to look at failure…
  10. 10. @gdaz customerjourneymarketer.com Why is your Content Marketing Failing? not working? What can we learn?
  11. 11. People & Process Personas, Customers Planning & Strategy Production & Design Publishing & Promotion Performance & Metrics rePurposing & Refining People & Process 7 P’s of the Content Marketing Life Cycle customerjourneymarketer.com
  12. 12. Personas & Customers Personas & Customers Planning & Strategy Production & Design Publishing & Promotion Performance & Metrics rePurposing & Refining People & Process
  13. 13. @gdaz customerjourneymarketer.com You Take an Inside-Out Approach
  14. 14. @gdaz customerjourneymarketer.com You’re not driving qualified traffic Target audience
  15. 15. @gdaz customerjourneymarketer.com Find “Triple Threat” Topics Business objectives, Value props Customer Needs Customer Interests Priority 1 topics Priority 2 topics
  16. 16. @gdaz customerjourneymarketer.com Your Content Sells More than it Educates We see 3,000-20,000 brand messages a day
  17. 17. @gdaz customerjourneymarketer.com
  18. 18. @gdaz customerjourneymarketer.com You pull a “Trojan Horse” Outside: Looks like free educational content (to help me) Inside: Selling the product/service (all about you)
  19. 19. @gdaz customerjourneymarketer.com Your Content Doesn’t Answer Your Customers’ Questions 27%of search queries are questions 70% growth in “how to” searches on youtube 72% of buyers turn to Google in the “awareness” stage research
  20. 20. @gdaz customerjourneymarketer.com What Questions are Your Customers Asking?
  21. 21. @gdaz customerjourneymarketer.com You Don’t Understand Your Customers Individual Job titles Key responsibilities Motivators Top priorities and concerns Pain points Common objections Role in purchasing process Consumption preferences Terminology & language Organization Industry vertical Company size Business model Org structure Technology stack Geographic locations
  22. 22. @gdaz customerjourneymarketer.com How do customers solve the problem before they come to you? Manually “Low-End” Competitor Free Tool Homegrown Solution “High-End” Competitor Not doing anything Outsourcing
  23. 23. @gdaz customerjourneymarketer.com Identify and Capitalize on Buying Triggers What common events set customers off in search of a solution?
  24. 24. Planning & Strategy People & Process Personas & Customers Planning & Strategy Production & Design Publishing & Promotion Performance & Metrics rePurposing & Refining People & Process Random Acts of Content
  25. 25. @gdaz customerjourneymarketer.com You Don’t Have A Documented Plan & Strategy READY! FIRE! AIM!
  26. 26. @gdaz customerjourneymarketer.com 90% of the buyer’s journey is self-directed 11.4 the average number of pieces of content consumers engage with before making a B2B purchase ROAD TO ADVOCACY Your Content Strategy Isn’t Aligned with the Customer Journey
  27. 27. @gdaz customerjourneymarketer.com Click here to learn more about this customer journey stages model
  28. 28. @gdaz customerjourneymarketer.com You think Customer Journeys are Linear Engagement Content 1 Education Content 2 “First they get this content then they get that, next they this…” Research Content 3 Evaluation Content 4 Justification Content 5 This does NOT work.
  29. 29. @gdaz customerjourneymarketer.com Don’t try to play God.
  30. 30. @gdaz customerjourneymarketer.comSmartBear Confidential and Proprietary ? “Why do I have a problem?!" “What solutions are available? What factors should I consider?” “Does this product solve my problem(s) & meet my needs/requirements?” "Why should I choose this? How can I get my boss and team members on board?” “Hello, brand, do I like you, are you relevant to me?” “How do I get it? How difficult will it be to implement and change current process?” Just focus on answering your customers’ questions at each stage
  31. 31. @gdaz customerjourneymarketer.com TRI AL Make Sure Every Piece of Content is a Door, Bridge and Ladder to more relevant content at same stage Find you and enter the funnel at any stage to later stages in the journey
  32. 32. @gdaz customerjourneymarketer.com TRI AL Make Sure Every Piece of Content is a Door, Bridge and Ladder to more relevant content at same stage Find you and enter the funnel at any stage to later stages in the journey
  33. 33. @gdaz customerjourneymarketer.com TRI AL Make Sure Every Piece of Content is a Door, Bridge and Ladder to more relevant content at same stage Find you and enter the funnel at any stage to later stages in the journey
  34. 34. @gdaz customerjourneymarketer.com Content Planning Process Goals & Objectives Themes Research Content Audit Topics Formats Timeline Budget Resources You Didn’t Define Business Objectives & Goals Traffic Free tool downloads Leads Generated Content Downloads Qualified Leads Trials Trial Activations Opportunities Opportunities Won Renewals Upsell, Cross-sell Metrics
  35. 35. @gdaz customerjourneymarketer.com You Didn’t Do Your Research Customer Competitive Keyword Market Persona Development Problems/Pains Conversion Obstacles Interests What questions are they asking? Messaging Strengths & Weaknesses What topics are they talking about? Competitive Rankings Long-tail opportunities Existing/New keywords Skyscraper opportunities Trends in marketplace
  36. 36. @gdaz customerjourneymarketer.com Content Planning Process Goals & Objectives Themes Research Content Audit Topics Formats Timeline Budget Resources You Create New Content Without Understanding What You Already Have
  37. 37. @gdaz customerjourneymarketer.com Content Audit: Identify Opportunities and Gaps  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
  38. 38. @gdaz customerjourneymarketer.com Content Planning Process Goals & Objectives Themes Research Content Audit Topics Formats Timeline Budget Resources
  39. 39. @gdaz customerjourneymarketer.com Experiment here 500 250 100 50 1 Don’t roll the dice here… You Allocate Resources Improperly
  40. 40. Production and Design Quality Quantity Personas & Customers Planning & Strategy Production & Design Publishing & Promotion Performance & Metrics rePurposing & Refining People & Process
  41. 41. @gdaz customerjourneymarketer.com Quality Content Not Quality Content Quantity > Quality Santorini
  42. 42. @gdaz customerjourneymarketer.com Long-Form Vs Short-Form Content 2,400+ average words for position #1 and #2 ranking content Your Content Doesn’t Deliver Enough Value
  43. 43. @gdaz customerjourneymarketer.com You Don’t Focus Enough on Titles
  44. 44. @gdaz customerjourneymarketer.com Title Tips Google displays 50-60 characters of title Keep titles under 55 Characters, 95% will display properly • Lists • Numbers and data • How to’s • Why • “You” • Emotional words • Surprising • Questions • Problem/solution • Strong statements • Clear, specific • Scream Value! • Align with content
  45. 45. @gdaz customerjourneymarketer.com Your Content Isn’t Visually Engaging Visual content is more than 40X more likely to get shared on social
  46. 46. @gdaz customerjourneymarketer.com CTR: 0.632% CTR: 1.302%
  47. 47. @gdaz customerjourneymarketer.com Your Content Isn’t Easily Consumable  Legible  Organized structure  Readability  Section headers  Bulleted, numbered lists  Images, diagrams  Bite-sized chunks
  48. 48. @gdaz customerjourneymarketer.com Optimized for Mobile 57% users say they won’t recommend a business with a poorly designed mobile site.
  49. 49. @gdaz customerjourneymarketer.com Your Web Experience is Outdated
  50. 50. @gdaz customerjourneymarketer.com Your Content Isn’t Shareable
  51. 51. Publishing & Promotion Personas & Customers Planning & Strategy Production & Design Publishing & Promotion Performance & Metrics rePurposing & Refining People & Process
  52. 52. @gdaz customerjourneymarketer.com You don’t focus enough on SEO
  53. 53. @gdaz customerjourneymarketer.com Your Content is Inconsistent Cadence Messaging X- Channel Brand
  54. 54. @gdaz customerjourneymarketer.com You Don’t Focus Enough on Distribution
  55. 55. @gdaz customerjourneymarketer.com Your Distribution Strategy Isn’t Aligned with the Customer Journey Engagement Education Research Evaluation Justification Purchase Adoption - Advocacy Social Email & Lead Nurturing Paid Advertising Web: Search & Conversion PR Content Strategy
  56. 56. @gdaz customerjourneymarketer.com You Don’t Leverage All the Channels at Your Disposal You Don’t Leverage All the Data at your Disposal Behavioral (Implicit) Demo, Firmo (Explicit)
  57. 57. @gdaz customerjourneymarketer.com Search Terms +how +to +soapui, +soapui +tutorial, +soapui +guide You Don’t Think About User Intent
  58. 58. @gdaz customerjourneymarketer.com Aligning Web Properties and Communities with the Customer Journey Blog & Social Resource Centers Product Sections Community & Support
  59. 59. @gdaz customerjourneymarketer.com Informational Learn Section
  60. 60. @gdaz customerjourneymarketer.com Product SectionCommercial Transactional
  61. 61. @gdaz customerjourneymarketer.com Data -> Customer Journey (Remarketing) Product Section eBook Trial Learn Section Open Source
  62. 62. @gdaz customerjourneymarketer.com Automated Nurture and Lead Scoring eBooks Infographics Webinars Blogs Slideshares Documentation Checklists Tutorials Guides Weekly training FAQ Case Studies Testimonials ROI Calculators Sell your Boss Analyst Reports Product Demos TOFU TRIAL BOFU
  63. 63. @gdaz customerjourneymarketer.com You Don’t Capitalize on Conversion Opportunities Article -> eBook eBook -> Trial Use Secondary CTAs
  64. 64. @gdaz customerjourneymarketer.com You Haven’t Built a Content Network Internal Teams External Experts, Influencers Industry Publications Customers Partners • Follow • Share • Comment • Quote • Link • Contribute Writers, bloggers
  65. 65. @gdaz customerjourneymarketer.com I hope I get invited to a webinar today… …said no one ever. You Promote the Format > Topic
  66. 66. Performance & Metrics Personas & Customers Planning & Strategy Production & Design Publishing & Promotion Performance & Metrics rePurposing & Refining People & Process
  67. 67. @gdaz customerjourneymarketer.com • You Don’t Have a Clear Definition of Success • Focusing too much on just conversion sales-driven metrics • Forgetting about SEO factors • Not taking promotion effort and reach into consideration • Not taking time into consideration Common Content Metrics Mistakes
  68. 68. @gdaz customerjourneymarketer.com Measuring Content Performance Traffic, SEO • Organic Visits • Traffic by Channel • Page Rank and authority • Inbound links Engagement • Social shares • Time on page • Pages/Session • Bounce Rate • Comments Leads • Net new leads generated • Qualified leads Sales, Pipeline • Opportunities Influenced (#, $) • Downloads / Opportunities influenced (%, $)
  69. 69. Repurposing and Refining Personas & Customers Planning & Strategy Production & Design Publishing & Promotion Performance & Metrics rePurposing & Refining People & Process
  70. 70. @gdaz customerjourneymarketer.com Your Content Isn’t Designed for Repurposing from the Start It’s a lot easier to make a car eco-friendly if you design it that way from the start….
  71. 71. @gdaz customerjourneymarketer.com Will this be relevant next month or next year? Three years from now? NOT EVERGREEN • News stories • Annual reports • Event, holiday or season • Pop culture fad Your Content Isn’t Evergreen
  72. 72. @gdaz customerjourneymarketer.com Designing Content for Re-purposing eBook Outline I. Stand Alone Topic a) Stand alone Sub-topic b) Stand alone Sub-topic c) Stand alone Sub-topic II. Stand Alone Topic a) Stand alone Sub-topic b) Stand alone Sub-topic c) Stand alone Sub-topic III. Stand Alone Topic a) Stand alone Sub-topic b) Stand alone Sub-topic c) Stand alone Sub-topic IV. Stand Alone Topic a) Stand alone Sub-topic b) Stand alone Sub-topic c) Stand alone Sub-topic Keyword Research Organic/SEO article I Blog Posts Cheat Sheet, one pager Infographic Template, worksheet Organic/SEO article II Blog Post Organic/SEO article III Click here to read more about this approach
  73. 73. @gdaz customerjourneymarketer.com 11+
  74. 74. @gdaz customerjourneymarketer.com Webinar Transcriptions (Transcription)
  75. 75. @gdaz customerjourneymarketer.com If your webinar deck isn’t optimized for slideshare, it wasn’t optimized for the webinar…
  76. 76. @gdaz customerjourneymarketer.com People & Process Personas, Customers Planning & Strategy Production & Design Publishing & Promotion Performance & Metrics rePurposing & Refining People & Process People & Process
  77. 77. @gdaz customerjourneymarketer.com You Don’t Have the Right Talent, Skills and Roles on your Team • Content Marketing Manager (Editor in Chief) • Writers (Internal and External) • Technical SEO Expert • Technical, Product, Domain Experts • Web Team • Graphics and Design Team • Operations Team • Promotion Team • PR team • Business leader
  78. 78. @gdaz customerjourneymarketer.com You Don’t Have an Efficient, Repeatable Process Agile Marketing
  79. 79. @gdaz customerjourneymarketer.com You thought you would have overnight success It takes time. Don’t give up!
  80. 80. Thank you! Gary DeAsi @gdaz https://www.linkedin.com/in/garydeasi CustomerJourneyMarketer.com
  81. 81. @gdaz customerjourneymarketer.com CustomerJourneyMarketer.com

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