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Content Jam 2016: Ardath Albee - Banish Content Shock with an Effective Content Marketing Program


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Content marketing is the biggest game in town. B2B marketers crank out more content every year with the single-minded purpose to capture buyers’ attention and capitalize on their interest. But it’s not working as it should. Buyers say they’re overwhelmed with the deluge of useless content they’re seeing from vendors. Every year, more marketers report less effectiveness with their content marketing programs. But it doesn’t have to be this way.

Find out how to fix the problem quickly in this session where you’ll learn:

What defines an effective content marketing program
Which components you need to drive high-performance content marketing
How to measure what matters to improve relevance and intent

Published in: Marketing
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Content Jam 2016: Ardath Albee - Banish Content Shock with an Effective Content Marketing Program

  1. 1. Banish Content Shock with an Effective Content Marketing Program Ardath Albee Strategy @ardath421 | #ContentJam
  2. 2. @ardath421 #ContentJam Content Shock is the emerging marketing epoch defined when exponentially increasing volumes of content intersects our limited human capacity to consume it. ~ Mark W. Schaefer
  3. 3. More Content, Less Engagement
  4. 4. @ardath421 #ContentJam
  5. 5. 3 Components to Banish Content Shock Content Marketing Effectiveness
  6. 6. @ardath421 3 Components #ContentJam
  7. 7. A persona is a composite sketch of a target market based on validated commonalities that actively informs content strategy to drive productive engagement.
  8. 8. @ardath421 #ContentJam
  9. 9. @ardath421 #ContentJam Problems / Pain Points: NO: Inefficiency YES: Lack of automated workflows adds months to product launches A problem is whatever is impeding the achievement of an objective.
  10. 10. @ardath421 #ContentJam Orientation / Professional Attributes: NO: Married with 2 Kids and a dog Lives in the suburbs Earns $150,000 per year YES: 20 years in career Mentors his team Confident leader
  11. 11. @ardath421 #ContentJam Questions: From Status Quo to Choice NO: What features does your product have? YES: Given my situation, why should I care? How do I eliminate X to achieve Y? What can I do now that I couldn’t do before?
  12. 12. @ardath421 #ContentJam Obstacles NO: Price YES: What do I need to know to convince Tom? What if our people won’t adopt the new workflows?
  13. 13. @ardath421 #ContentJam Channels Social Content Interactive Media Preferences Formats
  14. 14. Creating Interactive Storylines Content Marketing Effectiveness
  15. 15. @ardath421 #ContentJam “A story is the only way to activate parts in the brain so that a listener turns the story into their own idea and experience.” Uri Hasson, Princeton neuroscientist
  16. 16. @ardath421 #ContentJam Plot Your Buyer’s Story
  17. 17. @ardath421 #ContentJam Identify: •Stages in the customer lifecycle •Triggers for action •Tasks within stages •Touchpoints and channels in use •Gaps in the customer experience •Opportunities for experience improvement
  18. 18. @ardath421 #ContentJam Status Quo
  19. 19. @ardath421 #ContentJam A TRIGGER is an inciting incident that puts a goal in peril and motivates action and intent to rectify a pain point.
  20. 20. @ardath421 #ContentJam Product Delays – Head of Product R&D
  21. 21. @ardath421 #ContentJam
  22. 22. Documented Content Marketing Strategy Content Marketing Effectiveness
  23. 23. @ardath421 #ContentJam Content Marketing Strategy • Who – audience, target market, personas • What – Purpose and journey maps • When – at least the length of the buying process • Where – channel and distribution plan • Why – goals tied to business objectives with identified KPIs • How – business plan, editorial calendars, value proposition
  24. 24. @ardath421 #ContentJam Measuring for Relevance • Time spent on page and session • Post-click path – where did they go next? • Proactive access of information (Return visits) • Frequency
  25. 25. Thank you! Ardath Albee @ardath421 | #ContentJam