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Why product management should care
about content marketing
Barb Nelson
@barbaragnelson
February 27,2016
© 2016 barbara g nelsonconsulting - your message made brilliant
Follow the money
Market yourself
Be a hero
Don’t you want ...
?© 2016 barbara g nelsonconsulting - your message made brilliant
Who is responsible for product roadmaps?
Let me make this...
© 2016 barbara g nelsonconsulting - your message made brilliant
They had me
at the title
I ran across this piece of conten...
If the title doesn’t get you, do you care about:
How to develop awinning product strategy
Best practices for building your...
Jargon Monster
SorryForMarketing.com
Content marketing is an umbrella
term covering a set of strategies,
techniques and ta...
Content marketing is just
solving the same
customer problems
as your product
but through media you
create and distribute.
...
That blog is a great example of how content can helppeople
find you.I popped over to Jay’s website, went to Twitter and
fo...
If you don’t already know about David Meerman Scott,I
recommend you check him out.
He wrotethe New Rules of Marketing and ...
And then there is Joe, the godfather of content marketing.
Joe put a name on my marketing strategy.Content Marketing. And ...
Steve Johnson was our thought leader at Pragmatic Marketing which
was named 7 times by Inc. magazine as one of the fastest...
What problem are you
trying to solve?
© 2016 barbara g nelsonconsulting - your message made brilliant
development
marketing sales
market
stories
© 2016 barbara g nelsonconsulting - your message made brilliant
listen talk
© 2016 barbara g nelsonconsulting - your message made brilliant
personas
© 2016 barbara g nelsonconsulting - your message made brilliant
Change the conversation
© 2016 barbara g nelsonconsulting - your message made brilliant
Buyer problems
Help people buy
Lea...
BUY RENEW
CONSIDER
FIND
ADAPT
USE
Buy Use
1
2
3 6
5
4
Customer journey
© 2016 barbara g nelsonconsulting - your message ma...
What do your personas care about?
© 2016 barbara g nelsonconsulting - your message made brilliant
Their family
Their job
T...
Good artistscopy,
great artists steal.
Don’t misinterpret this.It does
not meanyou can steal other
people’s content!
Image...
© 2016 barbara g nelsonconsulting - your message made brilliant
or
and
When solving problems for your market through your
product,you should determine whether you should
buy,build,or partner to...
Start with great content
Publish where your audience will find you
© 2016 barbara g nelsonconsulting - your message made b...
website
email
marketingsocial
media
search
lead
conversion
PR
ads
events
Relevantcontentdrives the marketing machine
© 201...
Start here
© 2016 barbara g nelsonconsulting - your message made brilliant
Buy Use What’s missing? Any ROT*?
Redundant
Out...
Deliver content based on persona and customer journey
© 2016 barbara g nelsonconsulting - your message made brilliant
FIND...
Experience how these companies use their
content to support the customer journey.
© 2016 barbara g nelsonconsulting - your...
Sage Job Ready - www.sage.com/us/industry/construction
© 2016 barbara g nelsonconsulting - your message made brilliant
Qua...
© 2016 barbara g nelsonconsulting - your message made brilliant
• Follow Kapost on
Twitter
• Searchfor content
marketing m...
This example from
HubSpot shows how
you can segregate
your content by
persona or role or
industry.Making the
content RELEV...
3 ways to start establishing
external credibility
© 2016 barbara g nelsonconsulting - your message made brilliant
share
bl...
Your message made brilliant
© 2016 barbara g nelsonconsulting - your message made brilliant
CLICK
to contact
me
More examples
© 2016 barbara g nelsonconsulting - your message made brilliant
Slidesource
© 2016 barbara g nelsonconsulting - your message made brilliant
Connect their life to your
solution
Inspire th...
Slidesource
© 2016 barbara g nelsonconsulting - your message made brilliant
Bob Befus
will be giving a technical seminar.
...
Slidesource Tailor the messages to the stage they are in on
their journey
Give them practical tips on how to implement
you...
Matt is a lawyer writing about topics his law firm
specializes in.He uses Twitter and his blog to
establish thought leader...
Deb uses her sketch notes of talks
she attends to increase her audience
© 2016 barbara g nelsonconsulting - your message made brilliant
© 2016 barbara g nelsonconsulting - your message made brilliant
© 2016 barbara g nelsonconsulting - your message made brilliant
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Why product managers should care about content marketing

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Learn how content marketing can make you the hero, get you money to promote your product, and help you gain credibility to market yourself internally and externally.

Published in: Marketing
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Why product managers should care about content marketing

  1. 1. Why product management should care about content marketing Barb Nelson @barbaragnelson February 27,2016
  2. 2. © 2016 barbara g nelsonconsulting - your message made brilliant Follow the money Market yourself Be a hero Don’t you want to be the hero? If not, why are you inproduct management!? Follow the money. You NEED marketing.They’re the only ones with a budget. Andthey need the CONTENT you canprovide. And yourcontent can help you get noticed both internally and externally.Toot yourown horn without chest beating.
  3. 3. ?© 2016 barbara g nelsonconsulting - your message made brilliant Who is responsible for product roadmaps? Let me make this relevantto product managers
  4. 4. © 2016 barbara g nelsonconsulting - your message made brilliant They had me at the title I ran across this piece of content either on LinkedInor Twitter. Definitely a topic I cared about as a product manager.
  5. 5. If the title doesn’t get you, do you care about: How to develop awinning product strategy Best practices for building your roadmap 9 examples roadmaps to get you started They’ve included product roadmap businesschallenges from strategy to execution. Isn’t that worth paying with your name and email address? © 2016 barbara g nelsonconsulting - your message made brilliant
  6. 6. Jargon Monster SorryForMarketing.com Content marketing is an umbrella term covering a set of strategies, techniques and tactics to fulfill business and customer goals by using content across the customer life cycle and the business functions in a consistent, integrated and continuous way. © 2016 barbara g nelsonconsulting - your message made brilliant I was looking for a good definition of content marketing and stumbled across the Jargon Monster. Gobbledygoop!
  7. 7. Content marketing is just solving the same customer problems as your product but through media you create and distribute. Naked Little Truth SorryForMarketing.com © 2016 barbara g nelsonconsulting - your message made brilliant PlainEnglish! This is more like it! I love this definition.
  8. 8. That blog is a great example of how content can helppeople find you.I popped over to Jay’s website, went to Twitter and found he perfectly articulated what I believed.Marketing is NOT making people wantstuff. Itis TOTALLY making stuff people want. I asked Jay whether he thought content marketing helps people find him.His answer, “Without a doubt J” © 2016 barbara g nelsonconsulting - your message made brilliant
  9. 9. If you don’t already know about David Meerman Scott,I recommend you check him out. He wrotethe New Rules of Marketing and PR which has sold over 300,000 copies in 25 languages. I’m lucky to have worked with him when I was at Pragmatic Marketing. A KEY LESSON: EDUCATE ANDINFORM INSTEAD OF INTERRUPT AND SELL. © 2016 barbara g nelsonconsulting - your message made brilliant
  10. 10. And then there is Joe, the godfather of content marketing. Joe put a name on my marketing strategy.Content Marketing. And I was in love.Heart to heart. By the time I met Joe face-to-face, I had already read a ton of his content and was already an evangelist. In his latest book,CONTENT INC,I found this fascinating.“Build your audience first.Then create your product.“ I found Joe’s company through his free content. I then willingly paid to go to an executive roundtable on content marketing,and took my content marketing manager with me to Content Marketing World.He didn’t have to sell to me.I happily spent thousands of dollars because he had established his credibility through his free content. Build your audience first.Then create your product. Joe Pulizzi The Godfather of content marketing Founder,Content Marketing Institute © 2016 barbara g nelsonconsulting - your message made brilliant
  11. 11. Steve Johnson was our thought leader at Pragmatic Marketing which was named 7 times by Inc. magazine as one of the fastest-growing private companies in America. Steve was blogging on product management and product marketing before the term blogging was coined. His ebook,The Strategic Role of Product Management was downloaded over 100,000 times. Product managers loved it because they wanted to be strategic and they often used it to sell their bosses on bringing PragmaticMarketing in to convince them that product management should be strategic. It helped the product managers sell up. The ebook is the sexy youngersister of the white paper. © 2016 barbara g nelsonconsulting - your message made brilliant
  12. 12. What problem are you trying to solve? © 2016 barbara g nelsonconsulting - your message made brilliant
  13. 13. development marketing sales market stories © 2016 barbara g nelsonconsulting - your message made brilliant
  14. 14. listen talk © 2016 barbara g nelsonconsulting - your message made brilliant
  15. 15. personas © 2016 barbara g nelsonconsulting - your message made brilliant
  16. 16. Change the conversation © 2016 barbara g nelsonconsulting - your message made brilliant Buyer problems Help people buy Lead TO not WITH products
  17. 17. BUY RENEW CONSIDER FIND ADAPT USE Buy Use 1 2 3 6 5 4 Customer journey © 2016 barbara g nelsonconsulting - your message made brilliant
  18. 18. What do your personas care about? © 2016 barbara g nelsonconsulting - your message made brilliant Their family Their job Their industry The future What’s new What’s cool Risks Rewards Problems they have Solutions to theproblems Advice Resources Survey results of others like them How to tips and tricks Customer success stories How your solutions solvetheproblems How can you help?
  19. 19. Good artistscopy, great artists steal. Don’t misinterpret this.It does not meanyou can steal other people’s content! Image source: Apple, Inc.© 2016 barbara g nelsonconsulting - your message made brilliant
  20. 20. © 2016 barbara g nelsonconsulting - your message made brilliant or and
  21. 21. When solving problems for your market through your product,you should determine whether you should buy,build,or partner to create your products.It’s the same with content.You might sponsor existing content, you might build some yourself,and you might partner with others who share your point of view. As a product manager, you should build some core content yourself,based on the market stories you need to build for development anyway.By building content, you can differentiateyourself both internally and externally, elevating your credibility. © 2016 barbara g nelsonconsulting - your message made brilliant buy build partner
  22. 22. Start with great content Publish where your audience will find you © 2016 barbara g nelsonconsulting - your message made brilliant
  23. 23. website email marketingsocial media search lead conversion PR ads events Relevantcontentdrives the marketing machine © 2016 barbara g nelsonconsulting - your message made brilliant
  24. 24. Start here © 2016 barbara g nelsonconsulting - your message made brilliant Buy Use What’s missing? Any ROT*? Redundant Outdated Trivial Team with marketing to map existing contentto the customer journey *Source: Content MarketingInstitute
  25. 25. Deliver content based on persona and customer journey © 2016 barbara g nelsonconsulting - your message made brilliant FIND CONSIDER BUY USE ADAPT RENEW Charley, CEO Cindy,CFO Chris, CxO For a market segment
  26. 26. Experience how these companies use their content to support the customer journey. © 2016 barbara g nelsonconsulting - your message made brilliant
  27. 27. Sage Job Ready - www.sage.com/us/industry/construction © 2016 barbara g nelsonconsulting - your message made brilliant Quarterly themes relevant to construction industry Infographics,ebooks, blog posts, presentations, videos Integrated across the marketing machine: website, social media, events, email nurture, public relations, sales tools,partner assets Business optimization
  28. 28. © 2016 barbara g nelsonconsulting - your message made brilliant • Follow Kapost on Twitter • Searchfor content marketing machine ebook • Fill out forms to receive follow-up emails
  29. 29. This example from HubSpot shows how you can segregate your content by persona or role or industry.Making the content RELEVANT to the audience. © 2016 barbara g nelsonconsulting - your message made brilliant
  30. 30. 3 ways to start establishing external credibility © 2016 barbara g nelsonconsulting - your message made brilliant share blog speak
  31. 31. Your message made brilliant © 2016 barbara g nelsonconsulting - your message made brilliant CLICK to contact me
  32. 32. More examples © 2016 barbara g nelsonconsulting - your message made brilliant
  33. 33. Slidesource © 2016 barbara g nelsonconsulting - your message made brilliant Connect their life to your solution Inspire them with the possibility of using your solution Add value with your content even if they they aren’t ready to buy Talk about what they care about
  34. 34. Slidesource © 2016 barbara g nelsonconsulting - your message made brilliant Bob Befus will be giving a technical seminar. Blogs Email marketing Social media Webcasts Press releases Conferences Speaking engagements Paid search
  35. 35. Slidesource Tailor the messages to the stage they are in on their journey Give them practical tips on how to implement your solution Show themhow other customers solve problems similar to theirs Highlight features they might not know by showing scenarios of how problems can be solved Help them see how they can get even more value about what they already have Give them a peek into other services that could add value for them • Read the blog • Follow on Twitter • Sign up for free trial tosee content used to help you buy anduse the product to solve business issues
  36. 36. Matt is a lawyer writing about topics his law firm specializes in.He uses Twitter and his blog to establish thought leadership in their area of expertise. He connects to other influencers and is a guest blogger on other websites.
  37. 37. Deb uses her sketch notes of talks she attends to increase her audience
  38. 38. © 2016 barbara g nelsonconsulting - your message made brilliant
  39. 39. © 2016 barbara g nelsonconsulting - your message made brilliant
  40. 40. © 2016 barbara g nelsonconsulting - your message made brilliant
  41. 41. Other resources

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