Content PLanning and Evaluation for 2016

1. DECEMBER:
Recap & Content
Planning for 2016

2. Inbound Marketing Methodology
Tools
Actions

3. Source: https://www.pinterest.com/pin/30328997465033801/

4. Source: http://magnet-ink.com/wp-content/uploads/2013/02/1_-_content_marketing_funnel_top_mid_end.png

5. • Source: http://cdn.poweredbysearch.com/wp-content/uploads/2013/08/Offers-for-Each-Stage-of-the-Buying-Process1.png

6. Buyer’s Journey

7. Buyer Persona - Marketing Mike
BACKGROUND:
• Director of Marketing (sometimes
Business Development)
• Reports to the President/CEO/COO
• College educated
• Works for a supplier or marketer
DEMOGRAPHICS:
• Male (mostly white)
• 40-50 years old
• Married with two kids (one in middle
school, one in high school)
IDENTIFIERS:
• What’s the ROI of membership?
• What can you do for me? (attitude)

8. GOALS:
• To drive leads, opportunities and deals for
his company’s Sales Team.
• To find new verticals to drive growth.
• To build his own professional profile.
PROBLEMS (Challenges):
• He’s struggling to build business, drive
revenue and do deals. He’s looking for new
ways to reach his goals.
• Mike is struggling to get access to a
specific company or individual.
• He’s aware of direct response marketing.
• He’s on the periphery of the industry but
wants to be relevant.
• Mike is proactively looking to stay ahead of
the game and his competitors.
Buyer Persona - Marketing Mike

9. Buyer Persona - Marketing Mike
HOW WE HELP:
• Through personalized matchmaking, ERA provides
Mike access to the right people at the right
companies.
• We provide access to leaders.
• We provide broader networking opportunities.
• ERA makes connections for our members to help
grow their business.
COMMON QUESTIONS:
• I pay $595 for DRMA membership. Why should I
pay $3,700 with ERA?
• How will membership help my bottom line (grow
my business)?
• How will you help me network?
COMMON OBJECTIONS:
• I think pricing for membership is too high.
• I do not see the value of membership (“I only get
“this” for $3,700?”).
• I don’t need ERA to help me make connections.
I’ve been in the business for a long time and
already know everyone.

11. CHANGE WON’T
BE FOREIGN

13. Offer Page
• Web page
• Form
• Compelling
Copy
• BSI (Big Sexy
Image)
• Action
Button

14. Thank You
Page
• Provide
the value
• Allow for
further
action
• Trackable

21. Campaign Components
1) Name
2) Date Period to Run
3) Budget Allocation
4) Targeted Personas
5) Selected Channels *
6) Goals
7) Reporting Criteria/Format

22. Selected Touchpoints—Think Digital & Non-Digital (especially for events!)
• Website
• Social Media
• Purchased Banner Ads
• Keywords
• Blogs
• Email
• Landing Pages
• Booth Scans
• Registrations
• Tag Clicks
• Referrals
• Coupon Codes
• Survey Participation…….

23. Each area
needs a plan
for how you
will report
and what it
actually
means to the
organization

26. • Assess your current content marketing
•Pick one area to really focus in on
creating materials to support the buyer’s
journey

27. Goal: Attend the Conference for 1st Time

29. Plan to Measure | Measure to Plan

30. DO GOOD WORK.
MAKE TODAY GREAT.