Framework

1. CONTENT STRATEGY
FRAMEWORK
Public version, shortened

2. Course Outline
• The Changing Content Landscape
• Content Planning Framework
• Creating Your Message

3. The State of B-to-B Content Today
60% to 70% of content produced by the b-to-b marketing factory goes unused
10 to 23% of companies are in an “advanced state of maturity” with content stra
Source: Sirius Decisions

4. Three Reasons for Low Branded Content
Consumption
EMERGENCE OF UGC &
PEER-TO-PEER SHARING
LACK OF AUDIENCE
UNDERSTANDING
Source: Forrester Marketing Forum London May 2014Source: Sirius Decisions
• 74% conduct research
elsewhere before first
interaction with the vendor
• 90% trust people like
themselves
• 17% trust offline ads
• 20% trust online ads
• 50% – 50% rule: hosted
content vs content
syndication
Source: Forrester Marketing Forum London May 2014
SUB-OPTIMIZED
CONTENT DELIVERY

5. Solution…
Think like a publisher…

6. Course Outline
• The Changing Content Landscape
• Content Planning Framework
• Creating Your Message
• Best Practices

7. The Content Planning Framework
Content Strategy/Process
Demand Waterfall
Campaign
Framework
Content
Framework
Demand Creation
Framework
Opportunit
y Gap
Target
Audience
Buying
Phase
Topic
Strategic
Priority
Key
Message
Messagin
g
Approach
Topic
Themes
Formats
Killer
Content
Core
Content
Supportin
g Content
Source: Sirius Decisions

8. Opportunity
Gap
Strategic
Priority
Target
Audience
Key
Message
Content
Profiling – Questions
Where is the
opportunity in
the market?
What gap
exists?
Marketing
priorities must
support the
strategic
priorities
of the
company
What buying
profile is the
best target for
the
opportunity?
Is there a
secondary
audience?
What is the
core message
we need to
communicate?
Buying
phases,
topics, themes
 content
plans

9. Step 1: Profiling - Framework
Opportunity Gap – What’s happening in the market, market context
Target Audience: Example - IT, HR, Facilities No more
than 3
Target 1
Buying Cycle: Discovery,
Consideration, Purchase
Issue
Overall Topic of Theme: Example – Workplace of the
Future
Target 2 Target 3
Buying Cycle: Discovery,
Consideration, Purchase
Buying Cycle: Discovery,
Consideration, Purchase
Issue Issue
Strategic Priority Strategic Priority Strategic Priority
Company Unique Value
Prop
Company Unique Value
Prop
Company Unique Value
Prop

10. Step 2: Content Creation – Buyer’s
Journey Alignment
Buying
Phase
DISCOVERY CONSIDERATION DECISION
CUSTOMER
SUCCESS
Buyer Intent • Loosen the status
quo
• Commit to change
• Explore possible
solutions
• Commit to a solution
• Justify the solution
• Make the decision
• Implement solution
• Adopt solution
• Expand solution
Content
Goal
• Create awareness
around a problem
• Align problem with
business issues
• Drive urgency
• Help buyer identify
needs in solving the
problem
• Align solution with
specific sets of
business needs
• Make the business
case for change
• Prove best value
• Validate/reinforce
choice
• Validate solution
• Prep for renewal or
refresh
• Encourage adoption
• Introduce expansion
options
Content
Format
Examples
• Blog posts
• Awareness video
• Infographic
• Analyst
Article/Report
• Research Note
• E-book/Guide
• Problem Brief
(Whitepaper)
• Video
• Webinar
• Solution-Specific
Whitepaper
• Tier 1 Research
• Data Sheet
• Case Study/
• Customer
Testimonial
• Interactive Demo
• In-Person Event
• Feature/Competitive
Comparison Matrix
• ROI & TCO
Tools/Calculators
• Pricing Guide
• Newsletter
• Blog
• Brochures
Messaging
Approach
PROVOCATIVE BRAND-ORIENTED VALUE-ORIENTED INFORMATIVE

11. Step 2: Content Creation – Leveraging
Existing Content
Options LEVERAGE REPURPOSE UPDATE AUGMENT
Description • Use and redistribute
existing content in
an unchanged
format
• Modify existing
content or use
existing content in a
different format
and/or distribution
channel
• Refresh old content
by updating it
• Existing content can
help create new
content without
much effort
Examples • Past webinars as
seeding tools for
upcoming events
• Webinars promoted
in a blog
• White papers as
lead gen tools
before an event
• Survey results or
research notes used
as a handout at
customer meetings
• Customer success
stories looping at
events & in EECs
• Speaker
presentations
posted online (social
media, web)
• Webinars or
customer success
stories edited for a
video blog
• Survey results or
research notes
repurposed as slide
decks for social
media & customer
use
• Survey results or
research notes
repurposed as
infographics
• White papers
repurposed as blog
series
• Discussion forum
questions & topics
repurposed as
blogs, white papers
or POV documents
• Identifying &
updating killer
content
• Identifying &
updating core
content
• Identifying &
updating social
content
• Identifying &
updating web &
other digital content
• Fielding questions
via Twitter
concurrently with
event
• Storifying Twitter &
other conversation
feeds
• Webinars followed
by online Q&A with
webinar speakers
• Speaking
engagement
followed by online
Q&A with same or
different subject
matter expert

12. •What content should be created?
•Why create this content?
•Who will create this content?
•Where will this content be put to best use?
•When should this content be published?
•How will this content be constructed?
•How will you measure success?
*Content inventory calendar
Step 2: Content Creation – Other Questions
Before You Create

13. Step 3: Content Delivery – Create Once,
Promote Many Times (Market and
Amplification)

14. Course Outline
• The Changing Content Landscape
• Content Planning Framework
• Creating Your Message

15. Messaging House
Key Message
Top-line summary of the story
Issue Definition
What’s the
problem or
opportunity the
audience is
facing? Why
should they care?
Company’s
Solution
What does
company say
about the issue
and how does the
company address
the audience’s
problem?
Unique Value
Proposition
How is company’s
offering unique or
different? Why
should the
audience prefer
this solution?
Key
Message
Key Message
Top-line summary of the story
Benefits Supporting
Point 1
Supporting
Point 2
Supporting
Point 3
Benefit 1 Benefit 1
description
Sub Point 1 Sub Point 1 Sub Point 1
Benefit 2 Benefit 2
description
Sub Point 2 Sub Point 2 Sub Point 2
Benefit 3 Benefit 3
description
Sub Point 3 Sub Point 3 Sub Point 3

16. THE BUSINESS TRUTH
Tipping point
Making Workplace of the Future real:
CULTURE/PEOPLE
• Collaboration tools accessible to
all.
• Executive sponsorship and
adoption
• Engaged employees: attract
and retain the best and the
brightest
• Maximize knowledge sharing
and capture
TECHNOLOGY/EXPERIENC
E
• Quality as natural as being
there
• Technology that doesn’t get in
the way
• Easily connect externally to
customers, partners and
suppliers
• Intuitive: anyone can use
ENVIRONMENT
• Collaborate in open and shared
work spaces
• Stay connected and collaborate
on the road or from your home
office
• Connect through any mobile
device
We defy the distance between:
• Brainstorm today and archived session tomorrow (Culture/People)
• On-site colleagues and on-the-go collaborators (environment)
• Video experience as part of your company’s business DNA
(Technology/Experience)
The Workplace of the Future Delivers
• More innovation
• More engaged/motivated
employees
• Competitive advantage
• Quicker time to market
• Faster decisions
• More productive meetings
Integrated into Workflow
POV
Key
Points
Benefits
Action
Requested

17. Tips
• Have a compelling
but simple message
• Support with clear,
tangible examples
• Organize logically