Spice Up Your Marketing Content: The Perfect Recipe

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Spice Up Your Marketing Content: The Perfect Recipe

  1. 1. www.act-on.com | @ActOnSoftware | #ActOnSW THE PERFECT RECIPE: Spice Up Your Marketing Content
  2. 2. www.act-on.com | @ActOnSoftware | #ActOnSW Today’s Presenters Janelle Johnson Director, Demand Gen janelle.johnson@act- on.com @janelle_johnson Linda West Manager, Demand Gen linda.west@act-on.com @misslindawest
  3. 3. www.act-on.com | @ActOnSoftware | #ActOnSW Agenda 1. The Rise of Content Marketing 2. Your Content Recipe – Values – Persona – Hitting the Sweet Spot 3. Quick Tips
  4. 4. www.act-on.com | @ActOnSoftware | #ActOnSW THE RISE OF CONTENT1
  5. 5. www.act-on.com | @ActOnSoftware | #ActOnSW The Fall of Mass Marketing • The old marketing paradigm: reach is paramount • Messaging centered around conformity & narrow ideals
  6. 6. www.act-on.com | @ActOnSoftware | #ActOnSW The Rise of Content Marketing Access + Choice _________________ Increased Fragmentation & Accelerated Change
  7. 7. www.act-on.com | @ActOnSoftware | #ActOnSW The Rise of Content Marketing Consumers direct their own buying journey – 78% start the buying process with a web search – 50% turn to social media and peer reviews Source: DemandGen Report
  8. 8. www.act-on.com | @ActOnSoftware | #ActOnSW The Rise of Content Marketing • The new marketing paradigm: content is king • Content should be mapped to buyer journey Whitepaper Download Confirmation Email with link to asset Recorded webinar on same topic eBook on similar topic Corresponding Infographic
  9. 9. www.act-on.com | @ActOnSoftware | #ActOnSW The Failure of Demographics 70% of buyers view 4 or more pieces of content when considering/making a purchase
  10. 10. www.act-on.com | @ActOnSoftware | #ActOnSW The Failure of Demographics B2B vendors that invest in content/take time to customize their online offerings generate 67% more leads than their competitors.
  11. 11. www.act-on.com | @ActOnSoftware | #ActOnSW The Failure of Demographics Content creation is ranked as the single most effective SEO technique
  12. 12. www.act-on.com | @ActOnSoftware | #ActOnSW The Failure of Demographics Content marketing costs 62% less than traditional marketing
  13. 13. www.act-on.com | @ActOnSoftware | #ActOnSW New Challenges: • Unique Content - don’t blend, don’t get lost • Content Quantity - maintain high volume and high quality • Content that actually sells (subtly) The Rise of Content Marketing
  14. 14. www.act-on.com | @ActOnSoftware | #ActOnSW YOUR CONTENT RECIPE: VALUE + PERSONA = KILLER CONTENT 2
  15. 15. www.act-on.com | @ActOnSoftware | #ActOnSW The Recipe turke ypepper noodle s THE MEAT: Your company and product values + THE SPICE: Your Customer Personas _____________________________ THE 5-STAR MEAL: The expert combination of value and persona
  16. 16. www.act-on.com | @ActOnSoftware | #ActOnSW The Meat turke y THE MEAT: Your company and product values • You probably already have these! • Identify driving values behind your company • Connect values to products and product benefits
  17. 17. www.act-on.com | @ActOnSoftware | #ActOnSW The Meat Apple 1977 - Values • Empathy • Focus • Impute / Design
  18. 18. www.act-on.com | @ActOnSoftware | #ActOnSW The Spice pepper THE SPICE: Your Customer Personas • Avatars for your primary buying groups • Defines buyer’s personality, values, attitudes, interests, and lifestyle • Defines buyer’s primary goals & concerns, as related to your product
  19. 19. www.act-on.com | @ActOnSoftware | #ActOnSW Behaviordesktop Collecting Persona Data: • Customer focus groups • 1-to-1 customer interviews • Internal interviews Questions to Ask: • What is their job level and job function? • What keeps them up at night? • What are their personal and professional goals / aspirations? • Where do they spend time online? • What problem do you help them solve in their day-to-day lives? • What do they perceive as valuable? • What some common objections your product or service offering? The Spice
  20. 20. www.act-on.com | @ActOnSoftware | #ActOnSW Age: 25 Gender: Male Job Level: Manager Goals: Seeking a promotion w/in 12 months What keeps him up at night? • Maintaining work/life balance • Budding relationships Characteristics: • Tech savvy • ambitious Spends time online at: Industry blogs, twitter, linked in, reddit The Spice What Does a Persona Look Like?
  21. 21. www.act-on.com | @ActOnSoftware | #ActOnSW The 5-Star Meal noodle s THE 5-STAR MEAL: The expert combination of value and persona • Finding the overlap between persona and product values • Good content is symbiotic, it subtly sells, while also proving value to your prospect
  22. 22. www.act-on.com | @ActOnSoftware | #ActOnSW The 5-Star Meal Empathy Focus Design THE SWEET SPOT
  23. 23. www.act-on.com | @ActOnSoftware | #ActOnSW The 5-Star Meal Apply the company values to the persona. Leading Questions: What do your corporate values mean to this avatar? How does it play out in this person’s life? Empathy What does empathy mean to this individual? Focus What is this individual focused on? What do they perceive as most important in their life? Impute/Design What visual influences inspire and attract this person?
  24. 24. www.act-on.com | @ActOnSoftware | #ActOnSW The 5-Star Meal Empathy + Budding Relationships & Work/Life Balance ___________________________________
  25. 25. www.act-on.com | @ActOnSoftware | #ActOnSW CHEF’S SECRETS: QUICK TIPS3
  26. 26. www.act-on.com | @ActOnSoftware | #ActOnSW Quick Tips earth TIP 1: Import your ingredients • Get input from sources outside of marketing • Set up a network of regular contributors to support content volume.
  27. 27. www.act-on.com | @ActOnSoftware | #ActOnSW Quick Tips Sources to Tap: Sales – they know common objections Customer service – they know pain points External contributors – fresh perspective
  28. 28. www.act-on.com | @ActOnSoftware | #ActOnSW Quick Tips cook TIP 2: Dress up your leftovers • Solid content sometimes just needs some dressing to make a hearty meal • Format matters – cut content into smaller chunks • re-position old content for a new persona
  29. 29. www.act-on.com | @ActOnSoftware | #ActOnSW 10-page Whitepaper 4+ Blog Posts Quick Tips
  30. 30. www.act-on.com | @ActOnSoftware | #ActOnSW Quick Tips clock TIP 3: Serve at the right time and temperature • Context matters: position your content in the context of current events • Try newsjacking – piggyback on hot topics to get more leverage
  31. 31. www.act-on.com | @ActOnSoftware | #ActOnSW Map your existing content to your buyer personas to identify gaps and opportunities Take an inventory of your existing content Map out your buyer personas 1 2 3 Your Next Steps…
  32. 32. www.act-on.com | @ActOnSoftware | #ActOnSW Learn More About Act-On Software Interested in a demo? Call +1 (877) 530-1555 Email sales@act-on.com Web www.act-on.com THE FORRESTER WAVE™ LEADERS QUADRANT

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