Content Workflows                             For Startups                            Planning, Executing, and Promoting   ...
Agenda                           • Who am I?                           • The problem                           • Planning ...
Who Am I?  Nathan Burke  Director of Marketing  CloudLock  Blog: marketingstartups.com  Twitter: @nathanwburke  nathan.bur...
Introduction                   • Who we are                   • What we do      What is CloudLock?                        ...
The following presentation has been rated                              Language. But not too bad.Thursday, January 17, 13
Personal Note                I have an extreme aversion to equine                excrement.Thursday, January 17, 13
Horse Shit.Thursday, January 17, 13
Personas                           I loathe the idea of personas.Thursday, January 17, 13
Thursday, January 17, 13
Personas                      Unfortunately they work.Thursday, January 17, 13
What are they good for?                     •     What are their motivations?                     •     What problems are ...
Our Basic 4                     • CIO                     • CISO                     • Google Apps Admin                  ...
Planning Content    1. One size fits all content:      a. Home page      b. About us      c. Pricing page      d. News     ...
Planning Content                           2. Buying cycle content:                           a. Problem awareness        ...
Planning Content            3. Persona-based content                       Audience: CIO/CSO       Audience: AdminThursday...
Planning Content           4. Industry-based contentThursday, January 17, 13
Planning Content              4. Pass-around content                           a. Top down                           b. Bo...
Planning Content   5. Sales content             a. Comparison             b. Battle Cards             c. ROI Calculators  ...
Planning Content 6. Thought leadership content            a. Industry opinions            b. Trend pieces            c. Ta...
Planning Content            7. PR contentThursday, January 17, 13
Content DimensionsThursday, January 17, 13
Content Dimensions                                           Whitepaper: Identifying, Classifying,                        ...
Download Flow                              Whitepaper: Identifying, Classifying,                              and Protecti...
Recycling. Repackaging.                           + sales rep emails (drip, outreach)Thursday, January 17, 13
TacticsThursday, January 17, 13
Promotion (external)         1.      bit.ly         2.      blog posts         3.      twitter         4.      LinkedIn   ...
Promotion (sales)      1. Drip campaigns      2. Segmented emails      3. Newsletters             1. Verticals            ...
Promotion (PR)        1. Media outreach                                      +        2. Contributed pieces        3. Anal...
Takeaways      1. Plan content for your audience      2. Tweak, repurpose, and reuse      3. Automate whenever possible   ...
Thursday, January 17, 13
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Content Workflows for Startups: Planning, Executing, and Promoting the Hell Out of Your Stuff

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Presentation for the first Boston-area B2B Startup Marketing Group.

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Content Workflows for Startups: Planning, Executing, and Promoting the Hell Out of Your Stuff

  1. 1. Content Workflows For Startups Planning, Executing, and Promoting the Hell Out of Your StuffThursday, January 17, 13
  2. 2. Agenda • Who am I? • The problem • Planning Content • Promotion • AutomationThursday, January 17, 13
  3. 3. Who Am I? Nathan Burke Director of Marketing CloudLock Blog: marketingstartups.com Twitter: @nathanwburke nathan.burke@gmail.comThursday, January 17, 13
  4. 4. Introduction • Who we are • What we do What is CloudLock? The leading information security suite for • Our market enterprises using cloud platforms. The largest Google Apps customers in the world • Size trust CloudLock to secure their data • Industry • Buying CycleThursday, January 17, 13
  5. 5. The following presentation has been rated Language. But not too bad.Thursday, January 17, 13
  6. 6. Personal Note I have an extreme aversion to equine excrement.Thursday, January 17, 13
  7. 7. Horse Shit.Thursday, January 17, 13
  8. 8. Personas I loathe the idea of personas.Thursday, January 17, 13
  9. 9. Thursday, January 17, 13
  10. 10. Personas Unfortunately they work.Thursday, January 17, 13
  11. 11. What are they good for? • What are their motivations? • What problems are they trying to solve? • What happens if they don’t solve? • What tone/language works for each? • What types of content work? • Where do they consume content? • Where and when do they do research? • What do they want in the buying cycle?Thursday, January 17, 13
  12. 12. Our Basic 4 • CIO • CISO • Google Apps Admin • IT DirectorThursday, January 17, 13
  13. 13. Planning Content 1. One size fits all content: a. Home page b. About us c. Pricing page d. News e. EventsThursday, January 17, 13
  14. 14. Planning Content 2. Buying cycle content: a. Problem awareness b. Proof points c. External validation d. SolutionThursday, January 17, 13
  15. 15. Planning Content 3. Persona-based content Audience: CIO/CSO Audience: AdminThursday, January 17, 13
  16. 16. Planning Content 4. Industry-based contentThursday, January 17, 13
  17. 17. Planning Content 4. Pass-around content a. Top down b. Bottom upThursday, January 17, 13
  18. 18. Planning Content 5. Sales content a. Comparison b. Battle Cards c. ROI Calculators d. Requirement DocsThursday, January 17, 13
  19. 19. Planning Content 6. Thought leadership content a. Industry opinions b. Trend pieces c. Taking a sideThursday, January 17, 13
  20. 20. Planning Content 7. PR contentThursday, January 17, 13
  21. 21. Content DimensionsThursday, January 17, 13
  22. 22. Content Dimensions Whitepaper: Identifying, Classifying, and Protecting Personally Identifiable Information in Google Drive (Docs) Persona CIO Need Regulatory Compliance Worried About SSNs Leaking Keywords Secure SSN Google Apps Industry All Stage Using Google Apps Type Whitepaper Gated? Yes Next Step Requirement Call Flow Downloaded WhitepaperThursday, January 17, 13
  23. 23. Download Flow Whitepaper: Identifying, Classifying, and Protecting Personally Identifiable Information in Google Drive (Docs) 1.Fills out form to download whitepaper 2.Sync with salesforce.com a.If in SFDC, add activity b.If not, add as lead, assign lead owner 3.Score lead, notify owner 4.Add to “Downloaded Whitepaper” campaign 5.Add to drip campaignThursday, January 17, 13
  24. 24. Recycling. Repackaging. + sales rep emails (drip, outreach)Thursday, January 17, 13
  25. 25. TacticsThursday, January 17, 13
  26. 26. Promotion (external) 1. bit.ly 2. blog posts 3. twitter 4. LinkedIn 1. Company Page 2. Groups 5. facebook 6. Google+ 1. Company Profile 2. Communities 7. Google GroupsThursday, January 17, 13
  27. 27. Promotion (sales) 1. Drip campaigns 2. Segmented emails 3. Newsletters 1. Verticals 2. PartnersThursday, January 17, 13
  28. 28. Promotion (PR) 1. Media outreach + 2. Contributed pieces 3. Analyst relations =Thursday, January 17, 13
  29. 29. Takeaways 1. Plan content for your audience 2. Tweak, repurpose, and reuse 3. Automate whenever possible 4. Rinse. Repeat. 5. Highlight what you’re doingThursday, January 17, 13
  30. 30. Thursday, January 17, 13

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