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“How to Speed the Journey 
from Content to Cash” 
George Stenitzer 
CCO, Crystal Clear Communications 
#CMWorld 
@riverwor...
#CMWorld 
MINDSET 
SEE THROUGH 
CUSTOMERS’ EYES
CUSTOMER HAS A PROBLEM OR NEE#CMDWor ld
WHO’S ATTENTIVE TO CUSTOMERS#?CM World
UNDERSTAND THE BUYERS’ JOURNEY 
#CMWorld
BUYERS QUESTION EACH STEP #CMWorld
BUYERS SEEK SPECIFIC CONTENT#C MWorld
CLEAR BUYERS’ PATH TO PURCHAS#CEMWo rld
Step 1 
Buyer 
Recognizes 
Need 
Step 2 
Buyer 
Evaluates 
Options 
Step 3 
Buyer 
Resolves 
Concerns 
Step 4 
Buyer 
Nego...
Serious? 
#CMWorld 
1. CUSTOMER QUESTIONS 
Need to change? 
Problem? 
MAGNIFY THE PROBLEM
#CMWorld 
1. CONTENT MARKETING 
37% Blogs 
27% Infographics 
26% Videos 
26% WhitePapers 
Eccolo Media 2014 
BtoB Technolo...
#CMWorld 
2. CUSTOMER QUESTIONS 
Best service? 
Cheaper? 
Performance? 
MAKE IT EASY TO COMPARE
#CMWorld 
2. CONTENT MARKETING 
30% Blogs 
30% Videos 
30% White Papers 
29% Case Studies 
Eccolo Media 2014
Testimonials? 
#CMWorld 
3. CUSTOMER QUESTIONS 
Reduce risks? 
Site visits? 
TELL CUSTOMERS’ STORIES
#CMWorld 
3. CONTENT MARKETING 
32% Case Studies 
30% White Papers 
28% Tech Guides 
Eccolo Media 2014
#CMWorld 
Terms? 
Conditions? 
4. CUSTOMER QUESTIONS 
Sign? 
REINFORCE & CROSS-SELL
#CMWorld 
4. CONTENT MARKETING 
22% Infographics 
22% Tech Guides 
Eccolo Media 2014
1. Buyer 
Recognizes Need 
Problem? 
Serious? 
Need to change? 
Marketing 
Helps Analyze 
Problems 
Blogs 37% 
Infographic...
DON’T MAKE BUYERS WADE #CMWorld
DON’T OFFER TOO MANY CHOICES#C MWorld
DON’T MAKE BUYERS LEAP #CMWorld
MAKE THE PATH CLEAR #CMWorld
BUILD CONTENT SKILLS & TOOLS #CMWorld
#CMWorld 
SKILLS 
Storytelling 
Interviewing 
Writing/Editing 
Design 
Photos/Video 
Analytics 
Demand Gen
#CMWorld 
TOOLS 
One-Page Plan 
Personas 
Stories & Heroes 
Message Map 
Calendar 
Automation 
Analytics
Content Marketing One-Page Plan 
Mission: Best source of information on 
optical LANs. Educate readers on: 
• How to addre...
#CMWorld 
Content Marketing One-Page Plan 
Who we serve: Enterprises, government 
bodies with 400+ employees. Engineers, 
...
Content Marketing One-Page Plan 
Topics 
• Business-affecting user and technology 
trends, customer stories. 
• Optical LA...
Content Marketing One-Page Plan 
Serving Sizes 
Time Words Media 
0:07 23 Headline, Tweet, sound bite, cartoon 
2:00 400 W...
Content Marketing One-Page Plan 
Calls to Action 
Soft: Watch video. Read blog, magazine 
article or white paper. 
Hard: E...
Content Marketing One-Page Plan 
Results 
• Website traffic +30% (2013 vs. 2012) 
• Soft conversions up to 46% 
• Brand va...
WHO’S THE HERO? #CMWorld
MAKE YOUR CUSTOMERS HEROES#C MWorld
WHERE’S YOUR STORY GOING? #CMWorld
SEE THROUGH 
CUSTOMERS' EYES 
SPEED 
BUYERS' 
JOURNEY 
CLEAR THE 
BUYERS' PATH 
APPLY THE RIGHT 
SKILLS & TOOLS 
CREATE A ...
#CMWorld 
7-Second Message
#CMWorld 
2-Minute Message
#CMWorld 
5-Minute Message
#CMWorld 
20-Minute Message
WHAT ROLE DOES CONTENT PLAY?#CM World
GURU? #CMWorld
GUIDE? #CMWorld
PARTNER? #CMWorld
HELPER? #CMWorld
GET EVERYONE INVOLVED! #CMWorld
RESULTS 
Revenue 
Customers 
EXECS: SOCIAL MEDIA SKILLS #CMWorld
CUSTOMERS 
Worries 
Questions 
Problems 
SALES: SOCIAL SELLING SKILLS #CMWorld
PRODUCT 
What’s next? 
Specs 
Competition 
R&D: BLOG, POST, SPEAK #CMWorld
EMPLOYEES: SOCIAL MEDIA SKILLS 
#CMWorld 
AMBASSADORS TO BUYERS
ALL ABOUT THE BUYERS’ JOURNEY#CM World
#CMWorld 
George Stenitzer 
• Blog: crystalclearcomms.com 
• @riverwordguy 
• george@crystalclearcomms.com 
• +1-630-383-6...
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5 Ways To Speed the Journey from Content to Cash - George Stenitzer

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My Content Marketing World 2014 presentation drew a standing-room-only crowd. To speed the buyers’ journey takes the right mindset, right questions, bold insights and inventive answers. Learn 5 ways to speed the journey from content marketing to cash-paying customers.

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5 Ways To Speed the Journey from Content to Cash - George Stenitzer

  1. 1. “How to Speed the Journey from Content to Cash” George Stenitzer CCO, Crystal Clear Communications #CMWorld @riverwordguy
  2. 2. #CMWorld MINDSET SEE THROUGH CUSTOMERS’ EYES
  3. 3. CUSTOMER HAS A PROBLEM OR NEE#CMDWor ld
  4. 4. WHO’S ATTENTIVE TO CUSTOMERS#?CM World
  5. 5. UNDERSTAND THE BUYERS’ JOURNEY #CMWorld
  6. 6. BUYERS QUESTION EACH STEP #CMWorld
  7. 7. BUYERS SEEK SPECIFIC CONTENT#C MWorld
  8. 8. CLEAR BUYERS’ PATH TO PURCHAS#CEMWo rld
  9. 9. Step 1 Buyer Recognizes Need Step 2 Buyer Evaluates Options Step 3 Buyer Resolves Concerns Step 4 Buyer Negotiates Contract 4 STEPS IN THE BUYER’S JOURNEY#C MWorld
  10. 10. Serious? #CMWorld 1. CUSTOMER QUESTIONS Need to change? Problem? MAGNIFY THE PROBLEM
  11. 11. #CMWorld 1. CONTENT MARKETING 37% Blogs 27% Infographics 26% Videos 26% WhitePapers Eccolo Media 2014 BtoB Technology Content Survey
  12. 12. #CMWorld 2. CUSTOMER QUESTIONS Best service? Cheaper? Performance? MAKE IT EASY TO COMPARE
  13. 13. #CMWorld 2. CONTENT MARKETING 30% Blogs 30% Videos 30% White Papers 29% Case Studies Eccolo Media 2014
  14. 14. Testimonials? #CMWorld 3. CUSTOMER QUESTIONS Reduce risks? Site visits? TELL CUSTOMERS’ STORIES
  15. 15. #CMWorld 3. CONTENT MARKETING 32% Case Studies 30% White Papers 28% Tech Guides Eccolo Media 2014
  16. 16. #CMWorld Terms? Conditions? 4. CUSTOMER QUESTIONS Sign? REINFORCE & CROSS-SELL
  17. 17. #CMWorld 4. CONTENT MARKETING 22% Infographics 22% Tech Guides Eccolo Media 2014
  18. 18. 1. Buyer Recognizes Need Problem? Serious? Need to change? Marketing Helps Analyze Problems Blogs 37% Infographics 27% Videos 26% White Papers 26% 2. Buyer Evaluates Options Cheaper? Best service? Product performance? Marketing Differentiates Blogs 30% Videos 30% White Papers 30% Case Studies 29% 3. Buyer Resolves Concerns Site visits Testimonials News & social media Marketing Reduces Risk Case Studies 32% Technology Guides 30% White Papers 28% Video 27% 4. Buyer Negotiates Contract Finalize Vendor Purchase Solution Marketing Speeds Contract Signing Infographics 22% Technology Guides 22% 4 STEPS IN THE BUYER’S JOURNEY#C MWorld
  19. 19. DON’T MAKE BUYERS WADE #CMWorld
  20. 20. DON’T OFFER TOO MANY CHOICES#C MWorld
  21. 21. DON’T MAKE BUYERS LEAP #CMWorld
  22. 22. MAKE THE PATH CLEAR #CMWorld
  23. 23. BUILD CONTENT SKILLS & TOOLS #CMWorld
  24. 24. #CMWorld SKILLS Storytelling Interviewing Writing/Editing Design Photos/Video Analytics Demand Gen
  25. 25. #CMWorld TOOLS One-Page Plan Personas Stories & Heroes Message Map Calendar Automation Analytics
  26. 26. Content Marketing One-Page Plan Mission: Best source of information on optical LANs. Educate readers on: • How to address key tech & business challenges. • Identify industry, technology & user trends. • Educate readers on how to generate revenue, #CMWorld reduce expense & improve user experiences. • Deliver useful information, thought-provoking insights, resources & relief.
  27. 27. #CMWorld Content Marketing One-Page Plan Who we serve: Enterprises, government bodies with 400+ employees. Engineers, technical buyers, executives and economic buyers. Green buyers. What’s in it for the audience? Ideas that lead to greater success for you and your company.
  28. 28. Content Marketing One-Page Plan Topics • Business-affecting user and technology trends, customer stories. • Optical LAN: Compare performance, reach, cost and security of passive Optical LAN with copper-based LAN. Compare copper with fiber optics. Promote industry association APOLAN. #CMWorld
  29. 29. Content Marketing One-Page Plan Serving Sizes Time Words Media 0:07 23 Headline, Tweet, sound bite, cartoon 2:00 400 Web page, blog, news release, #CMWorld video, infographics 5:00 1,000 Magazine article, contributed articles, long video 20:00+ 4,000+ White paper, app note, e-book
  30. 30. Content Marketing One-Page Plan Calls to Action Soft: Watch video. Read blog, magazine article or white paper. Hard: Enter demand funnel – read a gated white paper, sign up for a webinar, qualify at a trade show or event. #CMWorld
  31. 31. Content Marketing One-Page Plan Results • Website traffic +30% (2013 vs. 2012) • Soft conversions up to 46% • Brand value +$78 million or 288% (2013 vs. 2012, Brand Finance) • Sales pipeline $20 million • Revenue $3 million vs. target of $1 million #CMWorld
  32. 32. WHO’S THE HERO? #CMWorld
  33. 33. MAKE YOUR CUSTOMERS HEROES#C MWorld
  34. 34. WHERE’S YOUR STORY GOING? #CMWorld
  35. 35. SEE THROUGH CUSTOMERS' EYES SPEED BUYERS' JOURNEY CLEAR THE BUYERS' PATH APPLY THE RIGHT SKILLS & TOOLS CREATE A CONTENT CULTURE BE A GURU, GUIDE, PARTNER OR HELPER MAP THE MESSAGE #CMWorld
  36. 36. #CMWorld 7-Second Message
  37. 37. #CMWorld 2-Minute Message
  38. 38. #CMWorld 5-Minute Message
  39. 39. #CMWorld 20-Minute Message
  40. 40. WHAT ROLE DOES CONTENT PLAY?#CM World
  41. 41. GURU? #CMWorld
  42. 42. GUIDE? #CMWorld
  43. 43. PARTNER? #CMWorld
  44. 44. HELPER? #CMWorld
  45. 45. GET EVERYONE INVOLVED! #CMWorld
  46. 46. RESULTS Revenue Customers EXECS: SOCIAL MEDIA SKILLS #CMWorld
  47. 47. CUSTOMERS Worries Questions Problems SALES: SOCIAL SELLING SKILLS #CMWorld
  48. 48. PRODUCT What’s next? Specs Competition R&D: BLOG, POST, SPEAK #CMWorld
  49. 49. EMPLOYEES: SOCIAL MEDIA SKILLS #CMWorld AMBASSADORS TO BUYERS
  50. 50. ALL ABOUT THE BUYERS’ JOURNEY#CM World
  51. 51. #CMWorld George Stenitzer • Blog: crystalclearcomms.com • @riverwordguy • george@crystalclearcomms.com • +1-630-383-6047
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My Content Marketing World 2014 presentation drew a standing-room-only crowd. To speed the buyers’ journey takes the right mindset, right questions, bold insights and inventive answers. Learn 5 ways to speed the journey from content marketing to cash-paying customers.

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