1. Data-driven & Customer-centric Content:
a recipe for engagement
Peggy Winton
CMO
AIIM

2. Why This? Why Here?
“…Every person
is becoming a technology
company…”
Peter Sondergaard
Gartner
“Marketing is too
important to be left to the
marketing department.”
David Packard
Hewlett-Packard

3. “By 2017, the CMO will spend more on IT
than the CIO.”
Gartner
A Convergence

4. • Our MOST valuable IT
project is the one that
required the LEAST IT
resource.
• Our experiences in
deploying Hubspot say
a lot about how SMBs
view enterprise
systems.
We’re Living This

5. Some 70% of buyers have already done their
research BEFORE they even begin a conversation
with you.
Consumerize it

6. All stakeholders can play
a roll in avoiding
generalized messaging
and deliver highly
personalized content that
can increase conversion
rates, customer
satisfaction, and
ultimately revenue.
At the Center is Customer,
Content – and You!

7. 1. ​​content taxonomies and audits
2. content tagging and tiers
3. inbound (and outbound) workflows
4. customer scoring and segmentation
5. content and customer analytics
The Content Marketing Recipe

8. Who Buys or Engages?
1. ​​Define personas. Create a
content strategy for these
personas.
2. Develop a taxonomy
around the content that
your personas find
valuable.
3. Take stock of what you’ve
got, then develop new,
loveable content that is
targeted to your
personas.
Step 1: What Have you Got?

9. Step 2: Map your Content
to the Buyer Journey
Chart courtesy of Hubspot

10. Ours Looks Like This

11. Smart landing
pages convert
prospects to
contacts
Smart forms
progressively
gather info in
exchange for
content
Secondary CTAs
on Thank You
pages offer
related content,
deepening
engagement
Email nurturing,
lead scoring, and
automated
workflows push to
next stage
Real time
notifications to
sales when
prospects hit a
page of interest
Steps 3 & 4: Content Process
Automation

12. Effort
Engage-
ment
Inter-
actions
Follows
New
Contacts
Create a repeatable and measurable process for new name capture.
Step 5: Measuring Social ROI

13. • Emails
• Social messages (Twitter, FB, Google+, LinkedIn)
• Blog posts
Outbound
• Every web page interaction, whether a known contact or
not
• All landing page conversions
• Sources captured for all contacts
Inbound
All outbound and inbound interactions now captured and linked back to contact & purchase
Step 5: Consolidated Reporting

14. Lessons
• Blogging, social, website and email have only 3 purposes:
1) get found by potential customers
2) engage them with quality content
3) nurture them to a purchase
• Everything else re content marketing is wasted time
• Focus your efforts around matching customers with content (i.e.,
“helping” rather than “marketing”)
• Measure, analyze, tweak, repeat
• Get the right tools for the job!

15. Q: How many marketers does it take to screw in a light
bulb?
A: None -- they've automated it.
pwinton@aiim.org
@pwwinton
Thank You