Content Marketing for Associations and Non-Profits


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Presentation given by Joe Pulizzi of the Content Marketing Institute on how Associations can develop a strategic vision to their content marketing in all channels. Includes both content strategy setup and tactical distribution tips.

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  • Our goal today is to be the trusted expert for our customers. That’s how we will grow our businesses.
  • We have to focus on what would make us interesting to our customers. Clearly, not our products and services (for the most part). In order to create a magnet to attract customers and prospects to us, we have to market differently than we have in the past.
  • Really think about this. What, if you employ content marketing with your social media, do you have to see different in 12 months?
  • OK…back to the worksheet. Rough out some specific things you’d like to see different. If now, or later, we need to put specific numbers to these. We also make sure we benchmark now so we can see improvement.
  • Who exactly is our target buyer? Get a mental picture for who they are. What information do you have? What do you need to get?
  • So… developing our Buyer Personas…. Now, before we get started here just know that there’s not just one way to skin this cat… There are a number of great methodologies out there for developing buyer or target personas… I’m going to show you one quick way to do this today – but there are others out there as well…. Just find what works for you… So, let’s start by understanding that You need one persona for every group you are marketing to.  For instance, and just to keep this simple… Let’s stay with our WIMPY Technology solution…. We’re the marketing manager in charge of marketing for a technology company – oh and by the way our WIMPY solution stands for Widget-Integration-Management-Program (or WIMP)…. That acronym was there when you joined the company…. So… okay the Solution is marketed to the Director of IT and the CFO at financial service companies, you would have two WIMP buyer personas: a Director of IT at a Regional Bank, and the CFO at that bank. Of course as I’ve said, if you have multiple products or more personas you would identify them separately…. To keep things simple for this lesson we’ll keep it to one product with two buyer personas…
  • We have Two Buyer personas here – our Director of IT and The CFO at Financial Services companies… We want to really understand these people… Let’s draw a bit of a personality profile… You can do this by interviewing customers… Or, by interviewing sales people, or talking with prospective customers – or usually some combination of all of that…. So, through that process we might determine that: Our Director of IT – his name is Jeremy – and he’s young (mid 30’s) and he works at an Insurance company. He comes in every day and supports the organization through desktop support – working on their computers and he’s the typical geeky IT guy… Responds well to Email, but not so much on the phone… He’s frustrated because he can’t tie all his office computers together into one dashboard… With his company growing so quickly – he seems to continually be chasing his tail and behind in fixing computers… So, he could see BEFORE a computer crashes that it’s going to crash… That’s where your WIMP solution comes in…. If he could just have that – he’d know BEFORE there were problems and could fix or replace broken computers… So, what’s the GAP with Jeremy – well he doesn’t really know how to build a business case for this. He’s not a business guy – and while he’s seen the Web site for the WIMP solution – he doesn’t really know much about it. So, the USP (or our Unique Selling Proposition) to Jeremy is that our WIMP solution will uniquely enable him to save more than 10 hours per week in saved calls, repair time and waiting for replacement parts. That means we can make Jeremy look like a rock star (his personal win) to his colleagues while we enable him to be 25% more effective at his job…
  • Okay, that’s quick – but you get the idea… What we’re identifying in building a Persona is the following… And the way I do it is to remember my old Journalism rules of Who What where When and WHY WHO is the persona – let’s get emotionally attached by giving him a name and making him real. WHAT does he do. What does his day look like – W hat is his normal routine WHERE is his Insight Gap – in other word where’s the gap with our target with and without our solution. How would our solution close that gap WHEN does he he need to close this gap… Is this immediate or is this not a critical piece to what he needs to live his life…. WHY does he care… This is the USP to this target. What can we uniquely to help this person out.
  • For the sake of time, I won’t go through the details of our other persona – the CFO – but her name is Cheryl – and our main value proposition is that we’re going to save the entire organizations hundreds of thousands of dollars through the implementation of the WIMP solution. This is a solution that pays for itself in less than 6 months. So, to sum up – what we’ll end up with is a profile of each buyer persona….. And really the key with developing buyer personas is detail…. The more emotionally attached and real you can make these people – the more value they will provide…. Beyond their buying process – understand what’s in it for them... I recommend naming them, personally, and finding a picture to even represent what they look like. This is a great exercise – it’s certainly a fun exercise and the profiles go way beyond just content marketing – they extend well into your other messaging programs as well… Okay… let’s move on now to Understanding our Buying cycle…
  • Back to the Worksheet.
  • What are the pain points and informational needs of our target. How do we find this out if we don’t know.
  • Google Alerts is a free tool. The first thing you need to do is create a gmail (or google mail account), which is also free. Once you have a Gmail account, go to Then, just type in your keywords. In this screen, you can see I typed in content marketing, which will search for the words content and marketing being in close proximity of one another, and send you an alert as google picks it up, once a day or once a week. You can set up as many words as you want.
  • Survey your customers with the email addresses you have. Or better yet, talk to your customers directly via phone and chat with your sales reps or dealer channel.
  • Leverage Twitter Search ( Target your brand, your products and your keywords. You can set up RSS feeds on any one of these.
  • Back to the worksheet.
  • What is your secret sauce?
  • Develop out your secret sauce matrix.
  • Develop out your secret sauce matrix.
  • Back to the worksheet.
  • Okay, now that we know the informational needs and have the goals set, we need to see what’s working and what’s not in our company. Is there content happening right now in our organizations that we could be sharing and publishing?
  • So, this is a simple content inventory – and I’ve kept it simple on purpose… What you see there on the left is just the number to give us a count – then the title of the piece – and then the author – and then a Category (in this case it’s basically Corporate or Product or Marketing oriented – and then whether it’s a technical piece or not – and then what type it is… This is whether it’s a Whitepaper or a webinar or the blog or social media… This inventory gives me some flexibility for repackaging and means I don’t’ always have to remember…. Because if I’m only looking for marketing white papers authored by Jane – it should be pretty easy to just sort on those…. Now, your categories again may be much more complex and robust than this – or even much more simple… The key here is to get enough information so that it’s useful – but not SOOO much that this becomes an unending chore…. This can also be improved over time… And it’s about to get a whole lot more useful as I apply it to my Content Marketing segmentation strategy….
  • But now let’s look at the Buying Cycle – which is almost always more complex than the Sales funnel… And remember this is how our customers buy from us… What’s their process… For your product or service it might vary by product – or by Persona…. And we’ll talk about that in a minute… But here what you want to do is MAP out how your customers buy from you… And again just as an example and just to keep things simple, and again coming back to our WiMPY Widget company for an example… The customer’s buying cycle looks like this… I’ve represented here as a concentric venn diagram because it’s not necessarily linear – but their focus on what they want becomes more pronounced and what they’re looking at becomes more limited as they go through each phase… Awareness/Education - meaning they’re trying to just understand that there’s the existence of this thing… Information Search / Vendor Selection – Now they’re searching for information and finding solutions for this… this may be the first time you get a phone call RFI’s Pricing / Vendor Information – okay we’re identified – what makes us better… What is our pricing for this solution Purchase Decision – Now a purchase decision… See – in this case and this is a great lesson… Purchase decision making isn’t always the last step… Many times people will go through researchign a solution to their needs – and then decide to NOT make a purchase… But then once they have… they go BACK to vendors and do a Competitive / Alternative Searching – this usuallty ends up with a Short List – where the solutions are looked at very closely and then a contract for the sale… So – that’s our buying cycle mapped out…. Quickly I know – and I’m sure you can see how you could spend a lot of time on this… And how different buying cycles can exist with different products – or even different personas…. This will be up to you to know when to create separate maps for your content… But generally this is a great indicator… If you identify different buying cycles for yoru products – you can bet that you should have a different map to which to apply your content marketing… Okay… so, now let’s move on and talk about putting these things together…
  • So… what does it look like…. Well… you might remember our spreadsheet from the beginning….. So, as you can see – we’ve mapped in the Sales Funnel – there in blue withi Contact’s turning into leads and then being qualified and going to finalist – or short list…. And then under that we’ve mapped the buying cycle… Awareness and Education and so forth…. You’ll notice there’s overlap there’s some overlap with our Sales Funnel and the Buying CYCLE… There’s actually a lot more conversion rates – or decision points - through the buying cycle than in our sales funnel… But this gives us a way to start to get a common vocabulary and a common way to map out our content marketing strategy… If we all start talkinga bout building more Webinars to address Qualified Leads who are looking at Alternatives… Now we know… Or If we want to know which content pieces are best suited for those that are still just starting their Information and Vendor search… We have it… And we can target those Leads in our pipeline… And, as I mentioned in the beginning, you don’t have to go to this extent. If you want to map to just the sales funnel – that’s valuable. Or, if you want to map to just the Buying Cycle – that’s the second best… And if you want to go to this extent – you certainly can….
  • Okay…. It’s time to build your content segmentation grid. This is the meat of the exercize and really what we’re trying to accomplish…. So, we’ve learned We’re going to do this along two axes. The first axis is the personas, and the second is your sales funnel and buying cycle. So…. For the following example, we’re going back to our WIMPY solution and we’re going to assume that once a persona or prospective customer has given us Verbal – that we stop marketing to them… So, we’ll stop here at Verbal/Contract… But… We’ve got Jeremy and Cheryl our two personas listed here… And the sales stages across the top and the buying cycle under that… So, here’s our GRID… And what goes in the Cells? Well, that’s where you start identifying your inventory of content. So, going back to our WiMPY Widget company…. Let’s look at our current content marketing inventory…
  • And with our content inventory let’s build our content segmentation grid. Along the left we have our content inventory and we’ll just apply it into the appropriate cells within the Content Segmentation Grid… Relatively straightforward – and bound for a few fun debates about where content should belong. The key here is consistency. As we pluck each piece from our inventory and place it into our Content Marketing Map…. Don’t worry about holes just yet. Just know that having holes is definitely okay – and you’ll also almost assuredly have LOTS of top funnel stuff and probably more for one or two personas rather than others…. The key is just be hontest with yourselves and apply the content into the grid consistently…. So…. Okay, we’re almost here now…. Now we know what we’re doing and we’re building our Content Mapping and Segmentation strategy…. Now our next step…. Is to See how we’re going to fill those holes….
  • Fill in the Holes of Your Content Map Now of course, one of the conclusions you’ll have when you are starting (or continuing) to develop the wonderful content that will fill in the holes of your content marketing strategy is that you need to write more…. But in the mean time, don’t forget to leverage the content you already have. One of the things you’ll definitely notice is that some of your content produces LOTS of results – and some wont’ produce any.... And One of the benefits you have from doing the content inventory exercise is that you’ve got at least some idea of what you’ve got now… And you can re-package and re-use content in many cases for multiple purposes…. You’ll be surprised at how some poor performing content might really improve if it’s re-targeted to another persona or deeper in the funnel….
  • So for example let’s go back to our good friends at the WIMPY technology company… Remember that one of the White Papers we keep talking about was one focused on Efficiency and saving money… Since it had to do with dollars and cents – we plugged it into Cheryl’s persona – and we made it top of the funnel – where a CFO looking for a solution will probably come in and want to educate themselves… But here’s the thing… Remember, Jeremy’s path through the same buying process is a little different…. At some point a little deeper in the funnel, he’s going to have to go get permission from Cheryl (or somebody like Cheryl) to spend this money…. Jeremy may need to also build a business case… And that may be something we want to test… So, let’s just look at that white paper – make sure that we’ve got the content in an appropriate tone for Jeremy – and let’s just retitle it so that A) we know it’s different… And B) so that it’s appropriate for that persona… and, we can then simply plug it into the top Middle of the Funnel – in the Information search part of the buying cycle… We’re helping Jeremy to ultimately facilitate a purchase decision… So… Okay…. We’ve now learned how to build our grid and start filling in the content holes…. Now we need to measure what’s resonating and show our success…. Let’s take a look at that…
  • Where to find the great content?
  • Some idea for you Send sales reps with flip cams…talk to your customers. Ask them about their challenges and publish this. Do your execs or marketers give presentations? Share them through slideshare or YouTube. What tells your story better than sharing the expertise of your employees. Unlock them. Get them set up with social media. Get them a blog (more on that later). Teach them how to be successful.
  • And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • Back to the worksheet.
  • Identify where your customers are hanging out at…
  • Besides blogs, where are they. Get your list together and figure out the five or so communities that you are going to be super active in.
  • Back to the worksheet.
  • Ok, now we can start to talk about content. Focus on two types of content.
  • Back to the worksheet.
  • You can spread updates out so that you carry on a persistent but unobtrusive dialog with your Fans. Post too often and your page updates will start being hidden, or you’ll lose fans. Too seldom and you’ll be forgotten. Try to mix up different update types – a status update, a Link, a Note, a Photo or video update. By creating a calendar, you can also schedule moderation periods for comments if you feel this is necessary for your brand. Most Interaction activity (including comments) will occur within 24 hours of an update before it drops out of Fans’ news feeds. By recording all activity on a schedule, it’s easier to map it against exported stats data from your page’s Insights. This can show you Total Interactions around different content types to gauge which gets the most traction/conversation, and track Removed Fans against certain update types.
  • Back to the worksheet.
  • Now that we have most of the plan done, we need to think about how to execute this. Who’s leading the program. Who’s the chief content officer? What can you do internally? Where do you need to find expert help? Do you outsource none, some or most of your program?
  • Here’s the key though…. The more you explore different analytics tools and apply it to your content the better… But All of the meaningful insight can be gathered separately… You don’t need a fancy analytics tools to look at your customers that you’re closing and determine which persona they fit in… Or talk to the sales people to determine what the customer’s buyign cycle was…. Understanding where your CUSTOMERS are coming from is what’s key… Also… and maybe most importantly… Segmenting the CONTENT.. And BUYING CYCLE… And then applying referral traffic to it to lay over your content mapping is what’s going to help direct your editorial efforts…. For example, you may find that you’re getting a TON of downloads for content directed at the top of the funnel, but none of the CFOs that you’re closing are finding any value lower in the funnel. Or, you may find that GOOGLE PPC ads are giving you a lead for someone who is much higher in the funnel (i.e. awareness), and organic search is giving you more “opportunities.”  How does that insight for helping you direct media dollars? Or, you may find that ALL your Directors of IT are coming into the middle of the funnel, and all that time you’ve been spending on education and awareness would be better spent on developing more valuable deep funnel content like demos, free trials and samples. This is a good way to start to think of it…. Your Content Marketing BECOMES YOUR CAMPAIGNS – so you can start to set up separate ad campaigns, SEO efforts and PPC campaigns directed toward the titles of your content… This in turn tells you which one turns in the leads… Remember our chart from the beginning of the course…. We can generate this chart because we can track leads… And we can tag leads with what campaign (which we see as an attribute of that piece of content). And in this case we know that our IT DIRECTOR WHICH WIMP Solution… Generates a LARGE number of leads…
  • Here are a few major takeaways that s of going through the content segmentation and mapping exercise: Develop Your Personas – but don’t belabor the personas…. Develop your persona profiles but get them done. Don’t worry about complete accuracy and every granular detail. If you skip though, make a commitment to improve them over time. So, either do the work up front or devote time every week/month to improve the accuracy. The buying cycle is very important – and understanding it from your consumer’s p.o.v. rather than what might be your sales stages is importanht. Bonus points for doing both, but understand this well. Getting this right will be hepful in both measurement – and improving your conversion rates. When you build out the content segmentation grid – resist the immediate temptation to throw your most valued piece of content marketing at every stage. Where does it REALLY belong. Better to have holes and know you have holes – rather than pretend you don’t. When filling those holes in your content map – the more you identify here the better. Everything goes in here including Educational content to case studies to your blog, to your email newsletters and your product pages on the Web site…. This process will also usually help identify a gaping hole in your Web site structure. Get ready to be surprised at the gaps in your content.
  • Back to the worksheet.
  • Paul, let’s start with you. Can you share a bit about your concept of the content factory?
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • Paul…let’s go to you. Give us the why and how’s of syndication.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • The results: 43% of Deliver readers say it has increased their intention to spend more on direct marketing; 67% say it has increased their opinion of direct marketing; and more than 50% have taken action in the last year as a result of Deliver articles. There have been more than 70,000 downloads from the website, including more than 3,130 white papers. During the first six months of 2008, the website received more visits each month, with 9,347 visits in January and 43,036 in June. But the overall goal is not web site visits, it’s getting marketing decision makers to understand the value of direct mail and take the action to do more of it as part of their marketing program.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • Listen first…here are some great examples of listening…not only to gather information and research, but to truly show you are human beings. The comcast guy now has a book out.
  • Leveraging Tweetmeme
  • Don’t use Auto Directs
  • Content Marketing for Associations and Non-Profits

    1. Content Marketing Association Workshop Joe Pulizzi Executive Director, Content Marketing Institute Co-Author, Get Content Get Customers
    2. About Joe Pulizzi (@juntajoe) [email_address] September 6-8, 2011
    3. What do we do? <ul><li>Print magazine </li></ul><ul><li>Newsletter </li></ul><ul><li>eNewsletter </li></ul><ul><li>In-Person Events </li></ul><ul><li>Webinars/Webcasts </li></ul><ul><li>Major Research </li></ul><ul><li>Blogging </li></ul><ul><li>Facebook/Twitter/LinkedIN </li></ul>
    4. What do you need to leave with today?
    5. What You’ll Learn <ul><li>What can we cover today in less than 3 hours? </li></ul><ul><li>Some of this you won’t get, and some will be really basic. </li></ul><ul><li>You’ll takeaway some tangible ideas of how to be a content machine. </li></ul><ul><li>You’ll think about your process differently. </li></ul><ul><li>THERE IS NO ONE RIGHT WAY – NO SILVER BULLET </li></ul><ul><li>GOAL – 3 ACTIONABLE IDEAS TO START TOMORROW </li></ul>
    6. The Ultimate Goal <ul><li>The trusted, expert resource in your niche wherever your customers are at online. </li></ul>
    7. The Trusted Expert
    8. How Many Tickets Do You Have?
    9. How Many Tickets Do You Have? More Content + More Connections Powerful Online Footprint
    11. ONLINE
    12. IN PRINT
    13. IN PERSON
    14. SERVICES
    16. SERVICES
    17. SERVICES
    19. How-To Articles
    20. Expert Interviews
    21. Create the News
    22. Similar Situation Stories
    23. Reports/Studies
    24. Free Tools
    25. 9 Steps to Content Marketing Strategy
    26. 9 Steps to Content Marketing
    27. The Content Marketing Plan Increase Customer Retention Improve Lead Quantity and Quality Recognized Thought Leaders eNewsletter Bi-Weekly Webinars Whitepapers Features Blogs Videos Distribution 1. Opt-in 4 week trial 2. Check box on all forms 3. Standalone sign- up (Blog/Web source) 4. Twitter, Facebook, Linkedin with light HTML format. Measures: 1. Subscriptions to eNewsletter 2. Increase retention rates by 5% 3. Open rates over 20% 4. Maintain unsubscribe below .4% Measures: 1. Conversion % up 20% Q409 to Q210 2. Meet budgeted revenue goal pipeline 3. 1% Social Media leads Q210 Toolkit Updated Quarterly Whitepapers - Keep top 2-3 gated - Kill non-perfprmers - Replace others to Toolkit & Blog Webinars Videos - User Conference - Possibly Outsource - One for each persona (confirm) --Executive --Manager --Team - 1 per Q - 4X year Measures: 1. Time on Site increase by 20% 2. Mentions (Twitter, Blog) 3. RSS Sign-ups 4. Inbound Links (2 per) Blogs -2X per day -Short actionable tips -Video (PSO Flip cam) -Distribute on Twitter, Facebook -Whitepapers -eBooks -Slideshare Social Outreach Internal Education Marketing 1. Monitor Top 15 Blogs -read and comment -link back -Social Media Admin. 2. Linkedin Group Oppty -survey DB on topics and benchmark content 3. Social Media employee email signatures 4. Promote Executive Speaking ideas 1. Educate on social media and communications with groups Promotion and Participation Presos
    28. Content Marketing Map MAIN BUSINESS GOAL CONTENT TACTIC Content Feeder Content Feeder Content Feeder Frequency? Media? BUYER Details Frequency Integration Details Frequency Integration Details Frequency Integration Content Expertise Mission <ul><li>Small and Big Measurements – How do we know this is working? </li></ul>Distribution Channels
    29. #1 – What Does Success Look Like? <ul><li>One Year from Now, What’s Different? </li></ul><ul><li>Why do content marketing at all? </li></ul>
    31. What the Board Wants to Know <ul><li>Is the content driving sales for us? </li></ul><ul><li>Is the content saving costs for us? </li></ul><ul><li>Is the content making our customers happier, thus helping with retention? </li></ul>
    32. The Plan <ul><li>What is the goal of the content initiative? </li></ul><ul><li>What are the user indicators (i.e., web traffic or SEO rankings) that will drive secondary indicators (i.e., leads, shorter sales cycles)? </li></ul><ul><li>How can we develop a report for the CXO that shows the content making an impact on sales, cost savings or customer retention? </li></ul>
    33. The Goal (Primary Indicators) <ul><li>Sales (i.e., members, new revenue streams) </li></ul><ul><li>Cost Savings </li></ul><ul><li>Customer Retention Rates (i.e., does engagement with the content keep customers longer versus those that don't engage in the content?) </li></ul>
    34. Secondary Indicators <ul><li>Increase in lead quality </li></ul><ul><li>Increase in lead quantity </li></ul><ul><li>Shorter sales cycles </li></ul><ul><li>Increase in customer awareness </li></ul><ul><li>Market share indicators </li></ul><ul><li>Increase in cross-selling opportunities </li></ul><ul><li>Qualitative customer feedback on the content </li></ul>
    35. User Indicators (“the doers”) <ul><li>Web traffic increases </li></ul><ul><li>Increase in page views </li></ul><ul><li>Decrease in bounce rates </li></ul><ul><li>Tweets or Facebook shares </li></ul><ul><li>Search engine rankings </li></ul>
    36. MODEL Stats Sheet 10-May-10     Alexa Ranking 609,684     Blog Email Subscribers 22 Blog Feed Subscribers 43 Total Blog Posts To Date 88 Total Blog Comments to Date 29 Blog Unique Users - Last Month 777 Blog Page Views - Last Month 1,955 Blog Total Visits - Last Month 1,012 Blog Pages Per Visit - Last Month 1.83 Blog % New Users - Last Month 67.73 Blog to Trial Users (conversions) 22 Jim 8 Sally 7 Mary 7     Links to Blog 112     Twitter Followers 1401 Twitter Mentions 45         Technorati Ranking 383,299 Technorati Blog Authority 17 Google PageRank 3
    38. Write it Down <ul><li>Help define the marketing goal. </li></ul><ul><li>Start with three for now. </li></ul><ul><li>Be specific and use numbers where possible. </li></ul><ul><li>What do you need to happen in 12 months. </li></ul>
    39. #2 – Define the Target Audience <ul><li>Who exactly are you targeting? </li></ul><ul><ul><li>B2B/B2C </li></ul></ul><ul><ul><li>Age </li></ul></ul><ul><ul><li>Title/Function </li></ul></ul><ul><ul><li>Their Internet Preferences/Patterns </li></ul></ul><ul><li>What do they think about you? </li></ul>
    40. <ul><li>One Buyer Persona For Every Group </li></ul><ul><li>Job title, Vertical, Power in organization </li></ul><ul><li>Different products or services? </li></ul><ul><li>It’s the WHO you are marketing to </li></ul><ul><li>Developing Buyer Personas </li></ul>
    41. <ul><li>Jeremy </li></ul><ul><li>Mid 30’s – Coffee lover </li></ul><ul><li>Works at a bank </li></ul><ul><li>Responds to email, phone not so much. </li></ul><ul><li>Frustrated because his company is growing too fast to keep up with support </li></ul><ul><li>USP: Enable Jeremy to be 25% more effective! </li></ul><ul><li>Jeremy The IT Buyer </li></ul>
    42. <ul><li>Put your Journalist hat on: </li></ul><ul><li>WHO is the persona… emotionally attached </li></ul><ul><li>WHAT does she do? What does his day look like? WHERE is the gap in his needs/wants? </li></ul><ul><li>WHEN does he need to close this gap? </li></ul><ul><li>WHY does he care about us </li></ul><ul><li>Buyer Persona Profiles </li></ul>
    43. <ul><li>Cheryl – Our CFO </li></ul><ul><li>USP – Save hundreds of thousands of dollars </li></ul><ul><li>Keys to Buyer Personas </li></ul><ul><li>Detail – make them real </li></ul><ul><li>Understand their motivation </li></ul><ul><li>What is in it for them? </li></ul><ul><li>Benefits more than just content marketing… </li></ul><ul><li>Summing Up Buyer Personas </li></ul>
    44. Write it Down <ul><li>Clearly define who your target is for your content. </li></ul><ul><li>What social media/content tools do they use? How can you find out? </li></ul>
    45. #3 – What are their info needs? <ul><li>Think of customers like readers. </li></ul><ul><li>What do they need to know to be successful? </li></ul><ul><li>What are their pain points? </li></ul>
    46. FIND Members’ Pain Points KEYWORD ANALYSIS
    47. <ul><li> </li></ul>
    49. Surveys Talk to Members/Sales Reps
    50. Google External Tool
    53. Write it Down <ul><li>What are the informational needs that your customers need to live better lives, do better at their jobs, etc.? </li></ul>
    54. #4 - Your Secret Sauce
    55. Secret Sauce Matrix
    56. Secret Sauce Matrix The leading provider of lean manufacturing information for small manufacturers in North America. <ul><li>Latest research on shipping trends </li></ul><ul><li>How to integrate lean marketing into a traditional mfg environment </li></ul><ul><li>Ongoing training for lower-level personnel specific to floor managers </li></ul>
    57. Write it Down <ul><li>In order for your content marketing plan to work, what do you really need to be an expert in? </li></ul><ul><li>How does that align with your customers’ info needs? </li></ul>
    58. #5 – Where is the Content? <ul><li>Find Content Happening and Publish it! </li></ul>
    59. Content Inventory
    60. <ul><li>The Inventory Dashboard </li></ul>
    61. <ul><li>The Buying Cycle </li></ul>
    62. <ul><li>Step 2 – Putting It Together </li></ul>
    63. <ul><li>Building The Segmentation Grid </li></ul>
    64. <ul><li>Step 4 – Putting In Our Content </li></ul>
    65. <ul><li>Not All Content Is Equal </li></ul><ul><li>Repurpose content </li></ul><ul><li>Retitle and Repackage </li></ul><ul><li>Sometimes better targeted to another persona or elsewhere in funnel. </li></ul><ul><li>Filling In The Holes </li></ul>
    66. <ul><li>Repackaging The Content </li></ul>BECOMES CFO – TOP OF THE FUNNEL DIR. IT – MID-FUNNEL
    68. <ul><li>Podcasts (2) </li></ul><ul><li>Print Article </li></ul><ul><li>Digital Article </li></ul><ul><li>Tweet Schedule </li></ul><ul><li>Facebook Posts </li></ul><ul><li>Blog Posts </li></ul><ul><li>Guest Posts </li></ul><ul><li>White Paper </li></ul><ul><li>Case Study </li></ul>
    69. Where is Content Happening? <ul><li>Customers (including sales calls) </li></ul><ul><li>Internal experts (engineers/product mgrs) </li></ul><ul><li>Events (yours and industry events) </li></ul><ul><li>All employees </li></ul>
    70. What? <ul><li>Flip cams for sales reps? </li></ul><ul><li>Extend presentations with SlideShare. </li></ul><ul><li>Identify your employee rock stars. </li></ul>
    71. STORIES Similar Situation
    72. © 2010 Compendium, All Rights Reserved
    73. © 2010 Compendium, All Rights Reserved Maui on a Budget Maui Travel Tips Hawaii Honeymoon Hotel Hawaii Hotel Honeymoon Hotel in Big Island Lahaina Cheap Hotels Map Honolulu Hotels Maui Family Resorts Maui Hotel Package Oahu Discount Hotels Oahu Motels Where to Stay in Kauai Cheap Flight Maui Cheap Maui Flight Los Angeles to Maui Maui Airfare Deals Packages to Honolulu Sacramento to Hawaii All Inclusive Hawaiian Vacation Packages Best Maui Vacation Big Island Honeymoon Cheap Hawaiian Packages Cheap Maui Deals Discount Maui Vacation Hawaii Travel Tourism Hawaii Vacation Tour Hawaiian Family Vacation Hawaiian Islands Maui Hawaiian Islands Vacation Honolulu Hawaii Activities Kailua Kona Big Island Hawaii Kauai Golf Deals Maui Golf Packages Maui Package Deals Romantic Hawaii Honeymoon Cheap Hotels Maui Hawaii Cheap Hotels Oahu Hawaii Kona Hawaii Lodging Oahu Hotels And Resorts Airline Tickets to Honolulu Cheapest Flights to Honolulu Direct Flights to Honolulu Flights to Hawaii from California Travel to Kona Hawaii Cheap Cruises to Hawaii Cheap Hawaiian Vacation Packages Discount Hawaiian Vacation Honolulu Travel Tips Last Minute Maui Deals Oahu Specials Vacation Spots in Hawaii Vacations Packages to Hawaii Downtown Honolulu Hotels Family Hotels in Hawaii Hawaii Hotel Suites Maui Hotels Reviews Maui Vacation Resorts Best Flights to Hawaii Cheapest Flights to Maui Flights to Hawaii from Los Angeles Flights to Hawaii from San Francisco Flights to Hawaii from Seattle Honolulu Air Tickets Maui Plane Tickets Sacramento to Maui Activities in Honolulu Hawaii Activities in Maui Hawaii Cheap Maui Packages Hawaii Honeymoon Destinations Hawaii Package Tours Honeymoon Destinations Hawaii Honolulu Vacation Deals Maui Family Activities Maui Island Tours Maui Travel Info Maui Vacations Packages Vacation in Honolulu Hawaii Cheap Motel Hawaii Honolulu All Inclusive Hotels Honolulu Boutique Hotels Maui Honeymoon Resorts Air Ticket to Hawaii Air Travel to Honolulu California to Maui Cheap Hawaiian Airfares Cheap Ticket to Honolulu Discount Maui Airfare Hawaiian Air Tickets Honolulu Airfare Deals Sacramento to Honolulu All Inclusive Hawaiian Honeymoon Cheap Hawaii Travel Packages Hawaii Big Island Honeymoon Hawaii Budget Vacations Hawaii Islands Vacation Hawaii Vacation Activities Honolulu Package Deals Honolulu Tourist Information Honolulu Travel Package Kahana Reef Maui Kauai Honeymoon Package Kauai Travel Packages Accommodations in Kauai Cheapest Honolulu Hotels Kauai Vacation Resorts Kona Hawaii Accommodations Kona Resort Big Island Hawaii Maui Honeymoon Hotel Motel in Hawaii Where to Stay in Oahu Air Flights to Honolulu Direct Flights to Kauai Kauai Airfares Phoenix to Maui Big Island Hawaii Vacation Packages Cheap Maui Activities Cheapest Hawaii Vacations Cruising to Hawaii Hawaii Travel Reviews Hawaii Vacation Reviews Honolulu Hawaii Vacation Packages Kauai Honeymoon Vacation Last Minute Hawaii Vacation Packages Maui Honeymoon Vacations Maui Vacation Guide Oahu Hawaii Honeymoon Romantic Hawaii Vacations Honolulu Package Deals Honolulu Tourist Information Honolulu Travel Package Kahana Reef Maui Kauai Honeymoon Package Kauai Travel Packages Accommodations in Kauai Cheapest Honolulu Hotels Kauai Vacation Resorts Kona Hawaii Accommodations Kona Resort Big Island Hawaii Maui Honeymoon Hotel Motel in Hawaii Targeting 17,065,560 Monthly Searches
    74. © 2010 Compendium, All Rights Reserved
    75. Expedia began Receiving stories from customers within 1 minute of sending email. Customer is taken to a landing page where they can share their story
    76. © 2010 Compendium, All Rights Reserved The story is published to Expedia’s Organic Landing Page Network.
    77. An email is sent, notifying the customer that their story is publishing. The customer is then encouraged to share the good news on Facebook.
    78. Write it Down <ul><li>Think about where your company story is happening that we aren’t documenting. </li></ul><ul><li>List all the opportunities we may not be taking advantage of when it comes to storytelling. </li></ul>
    79. <ul><li>Target the top 10 – 15 blogs or websites in your niche </li></ul><ul><li>Read and get active … start commenting </li></ul><ul><li>Where else are your customers online? </li></ul><ul><li>Be the LinkedIn/Yahoo! Answers expert </li></ul>#6 - Where are your customers HANGING OUT?
    80. Where Are Your Customers? <ul><li>LinkedIn Groups </li></ul><ul><li>Yahoo! / LinkedIn Answers </li></ul><ul><li>Google Groups </li></ul><ul><li>Niche Online Communities (Ning?) </li></ul><ul><li>Twitter/Facebook </li></ul><ul><li>StumbleUpon </li></ul><ul><li>BusinessWeek Xchange </li></ul>
    81. Write it Down <ul><li>Identify key influencers in your market. </li></ul><ul><li>List the online sites your customers are hanging out </li></ul><ul><li>Choose where you are going to spend your time. </li></ul>
    82. #7 – What are the best tactics? <ul><li>Choose Content Tactics for the Plan </li></ul><ul><li>Small Content – consistent, everyday advice. </li></ul><ul><li>Big Content – pieces of research and larger information that people want to talk about. </li></ul>
    83. When, Why, How <ul><li>Different Tactics at </li></ul><ul><li>Different Times for </li></ul><ul><li>Different Purposes </li></ul>
    86. Write it Down <ul><li>What content packages will work the best per your goals? </li></ul><ul><li>Think about Daily, Weekly, Monthly, Quarterly and Annual Content. </li></ul>
    87. #8 – Develop the Content Calendar Monday Tuesday Wednesday Thursday Friday Sat/Sun Content Area 1 (Blog, White Paper, Press Release) X X Content Area 2 X X Content Area 3 X Quote / Joke / Random X
    88. 1-7-30-4-2-1 Plan <ul><li>1=Daily (Twitter, Blog) </li></ul><ul><li>7=Weekly (eNewsletter) </li></ul><ul><li>30=Monthly (Webinar) </li></ul><ul><li>4=Quarterly (eBook, Magazine) </li></ul><ul><li>2=Bi-Annually (User Event) </li></ul><ul><li>1=Yearly (Large Research Project) </li></ul>
    89. Write it Down <ul><li>Develop the schedule. </li></ul><ul><ul><li>What? </li></ul></ul><ul><ul><li>When? </li></ul></ul><ul><ul><li>Who’s Responsible? </li></ul></ul><ul><li>Quality and consistency will make this plan work. </li></ul>
    90. #9 – Execute back to Objective <ul><li>What do you insource and what do you outsource? </li></ul><ul><li>Focus on what you do well, outsource the rest. </li></ul><ul><li>Who owns the program? Chief Content Officer? </li></ul>
    91. <ul><li>CM Becomes Campaigns </li></ul>
    94. Hard measures <ul><li>Number of marketing-produced prospects who purchased </li></ul><ul><li>Number of sales-produced prospects who purchased </li></ul><ul><li>Dollar amount of deals </li></ul><ul><li>Margin on the deal </li></ul><ul><li>Length of time in marketing-to-sales process </li></ul><ul><li>Customer lifetime value </li></ul>Ardath Albee
    95. Tracking Sales Lift <ul><li>Among those who receive the content program vs. those who do not. </li></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>In-Person </li></ul></ul><ul><ul><li>eNewsletters </li></ul></ul><ul><ul><li>eBooks </li></ul></ul><ul><li>Hard to do for freely accessible content. </li></ul>
    96. Goal Conversion
    97. Measuring Engagement <ul><li>Time spent through online research or by using analytic measures on eNewsletter. </li></ul><ul><ul><li>Engaged visitors </li></ul></ul><ul><ul><li>Open rate/CTR enewsletters 20% rule </li></ul></ul><ul><li>APA 25 minutes research www. 25minutes </li></ul>
    99. <ul><li>Tactics to Help Generate Return on Objective (ROO) </li></ul>
    100. ROO Tactics <ul><li>Using Distinct 800 numbers for print and online initiatives </li></ul><ul><li>Using unique URLs for different content projects </li></ul><ul><li>Leveraging for specific content projects </li></ul>
    101. ROO Tactics <ul><li>Ensuring every print or web page has a call to action </li></ul><ul><li>Measure what works best, and use more of those kind of calls to action. </li></ul>
    102. Follow What’s Working <ul><li>What content is working? Why? Should you develop more of that content? </li></ul><ul><li>Tie to conversions/goals </li></ul>
    103. Feedback at Each Sale <ul><li>Get a list of what customers are engaging with to target trends </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Enewsletter </li></ul></ul><ul><ul><li>Magazine? 97% of our closed customers in the 1 st quarter read our digital magazine </li></ul></ul>
    104. Social Media Measurement Visitors from Social Media Visitors Leads Customers SEO 5,289 754 12 Social Media 834 72 3 YouTube 511 28 1
    105. <ul><li>Develop your personas (but don’t belabor it) </li></ul><ul><li>Pay close attention to your buying cycles </li></ul><ul><li>Resist the temptation to throw most “valuable” content at every stage. </li></ul><ul><li>When filling holes – identify it with ALL your content – get ready to be surprised at how little you really have… </li></ul><ul><li>Key Takeaways </li></ul>
    106. Write it Down <ul><li>What areas must you outsource? </li></ul><ul><li>How will your success be defined by your executive team? </li></ul><ul><li>Who’s the owner? </li></ul>
    107. It’s all about the process… <ul><li>Find a simple process that works and tweek as you go </li></ul><ul><li>Remember, this is a promise to your customers </li></ul><ul><li>Keep the schedule </li></ul>
    108. The Project Manager <ul><li>Your Internal Publisher </li></ul>Nation Multimedia
    109. The Project Manager <ul><li>Content/editorial </li></ul><ul><li>Design/art/photography </li></ul><ul><li>Web development/integration </li></ul><ul><li>Content-specific marketing </li></ul><ul><li>Project budgeting </li></ul><ul><li>Contract negotiation with freelancers </li></ul><ul><li>Print/web production and maintenance </li></ul><ul><li>List/audience development and maintenance </li></ul><ul><li>Research and measurement </li></ul><ul><li>Return on Objective (ROO) </li></ul>
    110. The Project Manager
    111. The Project Manager <ul><li>Jack of all trades </li></ul><ul><li>Best from communication & journalism backgrounds </li></ul><ul><li>Multi-task a must </li></ul><ul><li>Look for custom shops/development groups within traditional publishers </li></ul>
    112. Project Budgeting/Organization <ul><li>Project Budgeting Content/Imagery/Development </li></ul>
    113. FM White Paper Project Project Analysis Estimated Cost/ Total Units Unit Cost Actual Editorial Costs Managing Editor 20 75 $ 1,500 Proofing 3 25 $ 75 Graphic Design Template Creation 20 62 $ 1,240 Design (12 Pages, 4 Hrs Page) 20 62 $ 1,240 Web Development Wordpress $ 2,200 Sub-total $ 6,255
    114. Finding Vendors
    115. Content/Editorial <ul><li>A quality managing editor </li></ul><ul><li>Internal/external </li></ul><ul><li>Finding content </li></ul><ul><ul><li>Elance </li></ul></ul><ul><ul><li>Junta42 </li></ul></ul><ul><ul><li>Journalist </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><li>Rates? (Pay Peanuts, Get Monkeys) </li></ul>
    116. Imagery
    117. Web Development <ul><li>The Big Open Source 3 </li></ul><ul><ul><li>Drupal </li></ul></ul><ul><ul><li>Joomla </li></ul></ul><ul><ul><li>WordPress </li></ul></ul><ul><li>Blogs </li></ul><ul><ul><li>WordPress </li></ul></ul><ul><ul><li>TypePad (Six Apart) </li></ul></ul><ul><ul><li>Compendium Blogware </li></ul></ul>
    118. Content Marketing Map MAIN BUSINESS GOAL CONTENT TACTIC Content Feeder Content Feeder Content Feeder Frequency? Media? BUYER Details Frequency Integration Details Frequency Integration Details Frequency Integration Content Expertise Mission <ul><li>Small and Big Measurements – How do we know this is working? </li></ul>Distribution Channels
    119. Now What? Awareness/Position at the Leader BLOG Video: Customer Shorts Presentations Article Marketing 3x - 5x – Daily Online/WP Conv. Blogging Shelly R.. Flip Cam at Tradeshows <ul><li>Build SS Channel </li></ul><ul><li>Always Integrate w/ Blog </li></ul><ul><li>Approach key bloggers and trade sites </li></ul>Design Analysis For Engineers in MFG <ul><li>Pre/Post Awareness study – 12 months, 100% increase to 14% </li></ul><ul><li>RSS subscriptions, Twitter mentions </li></ul><ul><li>Blog signups to Trial to Member </li></ul><ul><li>Ron </li></ul><ul><li>Mary </li></ul><ul><li>Jim </li></ul><ul><li>Trudy </li></ul><ul><li>Barry </li></ul><ul><li>Paul </li></ul><ul><li>Robert </li></ul><ul><li>Eric </li></ul><ul><li>Jon </li></ul><ul><li>Tammy </li></ul><ul><li>Patty </li></ul>Company Twitter Accounts Paul – Design Analysis Ron Mary Jim SM Training Blogger Outreach Listening Trudy
    120. Think Content Factory Content Development Interactive Marketing Q&A Recording Transcript Paper Developed Landing Page Content & Key Words Blog Content Email Content Landing Page (Paper) Podcast w/ Transcript Developed Video w/ Transcript Developed Tweet RSS Syndicates Email Blast Podcast Syndicates Syndication Facebook Blog Paul Dunay
    122. TACTICS
    123. THE BLOG
    127. Headline Tips <ul><li>Think about the Problem </li></ul><ul><li>Focus on a Keyword Search (Google External Search) </li></ul><ul><li>Numbers Rule </li></ul><ul><li>Be VERY Specific </li></ul>Ways to Increase Your Stock Returns 10 Ways to Make More Money with Small-Cap Stocks
    128. CALL TO ACTION Think first about your
    129. Always Forget??? <ul><li>Call to Action </li></ul><ul><li>Blog to What??? </li></ul>
    130. From Debbie Weil <ul><li>Download our white paper </li></ul><ul><li>Join us on Twitter, Facebook, LinkedIn, YouTube, etc. </li></ul><ul><li>Ask us a question </li></ul><ul><li>Download our e-book </li></ul><ul><li>Sign up for our free webinar </li></ul><ul><li>Request our visitor’s guide </li></ul><ul><li>Sign up for our e-newsletter </li></ul><ul><li>Request a virtual demo </li></ul>
    131. Content for Basic SEO <ul><li>Clear title tags with a distinct theme such as “orthodontic dental supplies.” </li></ul><ul><li>H1 and H2 tags which support the main theme of this page. </li></ul><ul><li>Keyword density of the main theme of the page in the 2.5% range. </li></ul><ul><li>Hyperlinks from the main theme of the page to other relevant pages. </li></ul><ul><li>A human readable URL containing the main keywords from this page. </li></ul>
    133. Syndicate, Syndicate, Syndicate
    135. <ul><li>Over 100 blogs, Over 100 Webinars </li></ul>
    147. Be the Expert using LinkedIn Answers
    149. INFLUENCERS Promote the Key
    150. LISTS
    159. Sign Up Key Bloggers/Niche Sites Work for them, not against them…
    160. Change Your Content Process
    161. Create Employee Rock Stars <ul><li>Set up blogs for ALL your employees on your platform. </li></ul><ul><li>Create a Social Media Policy (see IBM’s for an example) </li></ul><ul><li>Teach them how to leverage social media (ACTUAL TRAINING) </li></ul>By Giving Up Control You Can Take Back Control
    163. Assign an Internal Champion <ul><li>Someone in your company needs to be a social media ambassador. </li></ul><ul><li>Training, support and guidance. </li></ul><ul><li>Identify the employees in your organization now that “get” this. </li></ul>
    164. <ul><li>42 Content Marketing Tactics </li></ul>
    169. The Old Magazine <ul><li>Create glossy custom magazine </li></ul><ul><li>Mail magazine to targeted list of customers, or ship to distribution spots (retail) </li></ul><ul><li>Upload content (after it’s complete) to magazine website – or create digital replica version – or create pdf version to post on website </li></ul><ul><li>Repeat process every three months </li></ul>
    172. The Custom Magazine - 2011 <ul><li>Record interviews (video/audio) for later repurposing. </li></ul><ul><li>Develop a news release schedule pre- and post- issue release. </li></ul><ul><li>Discuss upcoming issue on your magazine blog (editor). Set up RSS feeds. </li></ul><ul><li>Post video interviews via YouTube or Vimeo. Embed in your blog post. </li></ul><ul><li>Print and mail/ship your magazine. </li></ul>
    173. The Custom Magazine - 2011 <ul><li>Send digital replica version to international audience or online subscribers. </li></ul><ul><li>Upload content onto magazine website. Be sure content is sharable via targeted social media (Facebook, Digg, StumbleUpon) </li></ul><ul><li>Provide a “remarkable” download on magazine site (eBook, white paper, etc.) </li></ul><ul><li>Continue to provide relevant content on magazine website – articles, blog posts. </li></ul>
    174. The Custom Magazine - 2011 <ul><li>Continue news release program (plan for at least one, best for two per month). </li></ul><ul><li>“ Listen” to who’s talking about what online. </li></ul><ul><li>Upload articles to key vertical and social bookmarking sites. </li></ul>
    193. MORE IDEAS
    194. Twitter
    195. Tip #1 – Try not to answer the question Focus on what your audience cares about… and that’s it.
    196. Tip #2 – Be Democratic <ul><li>Mix in other’s content, not just your own. </li></ul><ul><li>Use title, then via @ so the person knows you are talking about them. </li></ul>
    197. Tip #3 – Listen, Listen, Listen
    198. Tip #4 – Use a Management System Tweetdeck, Tweetgrid, Hootsuite
    199. Tip #5 – Integrate with Content
    200. Five Twitter DO NOTS <ul><li>Constant Tweeting about You </li></ul><ul><li>Mistaking Public Tweets and Direct Messages </li></ul><ul><li>Cryptic Replies (@you “I know”) </li></ul><ul><li>Links only i.e., </li></ul><ul><li>Auto Direct Messages </li></ul>
    201. Facebook
    202. Integrate FB with Your Content
    204. Blogs
    205. Blogs Get More Business
    206. Blogs Get More Traffic
    207. Blogs Get More Twitter Followers
    208. Blogging Tips <ul><li>Shorter is often better (250 words) </li></ul><ul><li>Bullets/Lists do better </li></ul><ul><li>Titles are like magazine covers </li></ul><ul><li>Shake it up (video/audio) </li></ul><ul><li>Link to other bloggers </li></ul><ul><li>Link to other articles </li></ul>
    209. Conversion Blogging Hubspot
    210. LinkedIn
    211. Sharing on LinkedIn <ul><li>Consistently share posts and information through status updates. </li></ul><ul><li>Leverage Your Team </li></ul><ul><li>Integrate with Twitter by using #in </li></ul>
    213. Choose Key Groups and Actively Share <ul><li>Assign employees to certain groups. </li></ul><ul><li>Share relevant content. </li></ul>
    214. Be the Expert using LinkedIn Answers
    215. Advanced SEO <ul><li>Link from your LinkedIn profile using keywords, not your company name. </li></ul>
    217. What do you need to leave with today?
    218. <ul><li>Joe Pulizzi </li></ul><ul><li>[email_address] • @juntajoe </li></ul>THANK YOU! September 6-8, 2011