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Content Marketing Mapping: Aligning to the Buying Process

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Talk I gave at Dallas Digital Summit http://dallasdigitalsummit.com about mapping your content to buyer needs in the buying process.

Content Marketing Mapping: Aligning to the Buying Process

  1. 1. Content Marketing EvolutionAligning to the Buying ProcessMike MerrillDirector of Marketing, ReachLocalChairman, Social Media Club of Dallas@MikeDMerrill #DDSUM12
  2. 2. B2B Rushes to Publish Content Everywhere#DDSUM12 @MikeDMerrill
  3. 3. How Do I Use Each Platform?Intro#DDSUM12 @MikeDMerrill 3
  4. 4. B2B Content Marketing Benchmarks#DDSUM12 @MikeDMerrill
  5. 5. A Few Key Data Points33 % Marketing budgets allocated to content marketing 5 Social media distribution channels44 % “ Outsource B2B content creation#DDSUM12 @MikeDMerrill
  6. 6. Content Marketing Usage by Tactic  Too much focus on every platform and tactic  Determine how each tactic facilitates the buying process#DDSUM12 @MikeDMerrill
  7. 7. Content Marketing Crisis of Confidence#DDSUM12 @MikeDMerrill
  8. 8. Time to Align Content to Buying Journey DISCOVER Surfing, Searching and Socializing CONSIDER Researching and Evaluating BOOK/BUY Getting Estimates and Purchasing REPEAT Sharing Experiences And Buying Again#DDSUM12 @MikeDMerrill
  9. 9. Buyer Needs at Each Stage • Recognize problem or DISCOVER Surfing, Searching issue and Socializing • Want to change status Explore possible solutions • quo CONSIDER Researching and • Define short list of providers Evaluating • Commit to change BOOK/BUY Getting Estimates and Purchasing • Gain confidence in right product/service selection REPEAT • Understand ROI of each to Sharing Experiences And Buying Again build business case#DDSUM12 @MikeDMerrill
  10. 10. Discovery Phase: Recommended Content • Blog articles o Curated Lists o Tips & Tricks • Infographics DISCOVER • Ebooks & guides Surfing, Searching • Assessments & quizzes and Socializing • Meme marketing • VideosKey leading indicators: • Webinars• Traffic, page views, time onsite• Downloads REPEAT Sharing Experiences• InboundAnd Buying Again links, page rank• Fans, followers• Mentions, comments, shares#DDSUM12 @MikeDMerrill
  11. 11. Consider Phase: Recommended Content • Ebooks & guides • Quizzes & widgets • Newsletters CONSIDER • Demo videos Researching and Evaluating • Webinars • Industry analyst reports • Testimonials • Case studiesKey leading indicators:• Click-throughs, open rates• Downloads REPEAT Sharing Experiences• Inquiries,And Buying Again form submits• Database growth#DDSUM12 @MikeDMerrill
  12. 12. Book/Buy Phase: Recommended Content • Live or in-person events • ROI Calculators • Pricing guides BOOK/BUY Getting Estimates • Total cost of ownership and Purchasing toolsKey leading indicators:• Qualified Leads REPEAT• Booked Appointments Sharing Experiences• Opportunities And Buying Again• Pipeline size• Closed Deals#DDSUM12 @MikeDMerrill
  13. 13. Recommended Content by Buying StageBuying Buyer Needs Recommended KPIsStage ContentDiscover • Recognize problem or issue • Blog Articles • Traffic, page views, time • Want to change status quo • Infographics onsite • Ebooks & Guides • Downloads • Assessments & Quizzes • Inbound links, page rank BOOK/BUY • Meme Marketing • Fans, followers Getting Estimates • Videos • Mentions, comments, shares and Purchasing • WebinarsConsider • Explore possible solutions • Ebooks & Guides • Click-throughs, open rates • Define short list of providers • Quizzes & Widgets • Downloads • Commit to change • Newsletters • Inquiries, form submits • Demo Videos • Database growth • Webinars • Industry analyst reports • Testimonials • Case studiesBook/Buy • Gain confidence in right • Live or in-person events • Qualified Leads REPEAT product/service selection • ROI Calculators • Booked Appointments Sharing Experiences of each to • Understand ROI • Pricing guides • Opportunities And build business case Buying Again • Total cost of ownership tools • Pipeline size • Closed Deals#DDSUM12 @MikeDMerrill
  14. 14. Build Buyer Personas to Define Content Needs1. Title: Dentist2. Role: Owner3. Age: 384. Sex: Female5. Education: Doctorate6. Experience: 10 Years7. Ad experience: YP, Valpak, Local pubs, Direct Mail8. Goals: Lower cost to acquire more patients, spend less time worrying about marketing9. Challenges: Determining the ideal marketing strategy, understanding the latest in online marketing10.Needs: Transparent ROI, fewer vendors to manage (single source), face to face sales rep to educate/inform#DDSUM12 @MikeDMerrill
  15. 15. Every Persona Has Different NeedsPersona Stage Questions (Needs) Answers Format Discovery 1. 1. 1. 2. 2. 2. 3. 3. 3. Consideration 1. 1. 1.Influencer 2. 2. 2. 3. 3. 3. Book/Buy 1. 1. 1. 2. 2. 2. 3. 3. 3. Discovery 1. 1. 1. 2. 2. 2. 3. 3. 3. Consideration 1. 1. 1.Decision 2. 2. 2.Maker 3. 3. 3. Book/Buy 1. 1. 1. 2. 2. 2. 3. 3. 3.Etc#DDSUM12 @MikeDMerrill
  16. 16. … And#DDSUM12 @MikeDMerrill
  17. 17. Recommended Reading1. B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America http://bakn.me/Ug6CWH2. 4 Questions Answered about Buyer Personas http://bakn.me/Wzg0Ew3. 7 Ways to Research Your Buyer for Content Marketing http://bakn.me/11rQ4PA4. The Content Grid v2 http://bakn.me/VjYo4k5. The Content Match Game: Tips for Better Content Alignment Throughout the Buying Cycle http://bakn.me/YfSFhP6. Optimize Content Marketing by Facilitating the Buyer’s Journey http://bakn.me/Ug6s1k7. Step-by-Step Templates for Mapping your B2B Content http://bakn.me/11c220A8. The Content To Consumer: Aligning & Automating the Delivery of Content according to the Buyer Stage http://bakn.me/TwTsDS9. Content Mapping for a Buyer-Centric Content Strategy http://bakn.me/TvSozG10. Optimize B2B Content Across the Sales Cycle http://bakn.me/11CpKSQ#DDSUM12 @MikeDMerrill
  18. 18. Questions? • TWITTER: @MikeDMerrill • EMAIL: Mike.Merrill@ReachLocal.com • BLOG: http://blog.reachlocal.com • WEBSITE: http://www.reachlocal.com • TWITTER: @ReachLocal#DDSUM12 @MikeDMerrill

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