My Content Marketing World 2014 presentation drew a standing-room-only crowd. To speed the buyers’ journey takes the right mindset, right questions, bold insights and inventive answers. Learn 5 ways to speed the journey from content marketing to cash-paying customers.

1. “How to Speed the Journey
from Content to Cash”
George Stenitzer
CCO, Crystal Clear Communications
#CMWorld
@riverwordguy

2. #CMWorld
MINDSET
SEE THROUGH
CUSTOMERS’ EYES

3. CUSTOMER HAS A PROBLEM OR NEE#CMDWor ld

4. WHO’S ATTENTIVE TO CUSTOMERS#?CM World

5. UNDERSTAND THE BUYERS’ JOURNEY
#CMWorld

6. BUYERS QUESTION EACH STEP #CMWorld

7. BUYERS SEEK SPECIFIC CONTENT#C MWorld

8. CLEAR BUYERS’ PATH TO PURCHAS#CEMWo rld

9. Step 1
Buyer
Recognizes
Need
Step 2
Buyer
Evaluates
Options
Step 3
Buyer
Resolves
Concerns
Step 4
Buyer
Negotiates
Contract
4 STEPS IN THE BUYER’S JOURNEY#C MWorld

10. Serious?
#CMWorld
1. CUSTOMER QUESTIONS
Need to change?
Problem?
MAGNIFY THE PROBLEM

11. #CMWorld
1. CONTENT MARKETING
37% Blogs
27% Infographics
26% Videos
26% WhitePapers
Eccolo Media 2014
BtoB Technology
Content Survey

12. #CMWorld
2. CUSTOMER QUESTIONS
Best service?
Cheaper?
Performance?
MAKE IT EASY TO COMPARE

13. #CMWorld
2. CONTENT MARKETING
30% Blogs
30% Videos
30% White Papers
29% Case Studies
Eccolo Media 2014

14. Testimonials?
#CMWorld
3. CUSTOMER QUESTIONS
Reduce risks?
Site visits?
TELL CUSTOMERS’ STORIES

15. #CMWorld
3. CONTENT MARKETING
32% Case Studies
30% White Papers
28% Tech Guides
Eccolo Media 2014

16. #CMWorld
Terms?
Conditions?
4. CUSTOMER QUESTIONS
Sign?
REINFORCE & CROSS-SELL

17. #CMWorld
4. CONTENT MARKETING
22% Infographics
22% Tech Guides
Eccolo Media 2014

18. 1. Buyer
Recognizes Need
Problem?
Serious?
Need to change?
Marketing
Helps Analyze
Problems
Blogs 37%
Infographics 27%
Videos 26%
White Papers 26%
2. Buyer
Evaluates Options
Cheaper?
Best service?
Product
performance?
Marketing
Differentiates
Blogs 30%
Videos 30%
White Papers 30%
Case Studies 29%
3. Buyer Resolves
Concerns
Site visits
Testimonials
News & social media
Marketing
Reduces Risk
Case Studies 32%
Technology Guides 30%
White Papers 28%
Video 27%
4. Buyer
Negotiates Contract
Finalize Vendor
Purchase Solution
Marketing Speeds
Contract Signing
Infographics 22%
Technology Guides 22%
4 STEPS IN THE BUYER’S JOURNEY#C MWorld

19. DON’T MAKE BUYERS WADE #CMWorld

20. DON’T OFFER TOO MANY CHOICES#C MWorld

21. DON’T MAKE BUYERS LEAP #CMWorld

22. MAKE THE PATH CLEAR #CMWorld

23. BUILD CONTENT SKILLS & TOOLS #CMWorld

24. #CMWorld
SKILLS
Storytelling
Interviewing
Writing/Editing
Design
Photos/Video
Analytics
Demand Gen

25. #CMWorld
TOOLS
One-Page Plan
Personas
Stories & Heroes
Message Map
Calendar
Automation
Analytics

26. Content Marketing One-Page Plan
Mission: Best source of information on
optical LANs. Educate readers on:
• How to address key tech & business challenges.
• Identify industry, technology & user trends.
• Educate readers on how to generate revenue,
#CMWorld
reduce expense & improve user experiences.
• Deliver useful information, thought-provoking
insights, resources & relief.

27. #CMWorld
Content Marketing One-Page Plan
Who we serve: Enterprises, government
bodies with 400+ employees. Engineers,
technical buyers, executives and economic
buyers. Green buyers.
What’s in it for the audience? Ideas that
lead to greater success for you and your
company.

28. Content Marketing One-Page Plan
Topics
• Business-affecting user and technology
trends, customer stories.
• Optical LAN: Compare performance,
reach, cost and security of passive Optical
LAN with copper-based LAN. Compare
copper with fiber optics.
Promote industry association APOLAN.
#CMWorld

29. Content Marketing One-Page Plan
Serving Sizes
Time Words Media
0:07 23 Headline, Tweet, sound bite, cartoon
2:00 400 Web page, blog, news release,
#CMWorld
video, infographics
5:00 1,000 Magazine article, contributed articles,
long video
20:00+ 4,000+ White paper, app note, e-book

30. Content Marketing One-Page Plan
Calls to Action
Soft: Watch video. Read blog, magazine
article or white paper.
Hard: Enter demand funnel – read a gated
white paper, sign up for a webinar, qualify at a
trade show or event.
#CMWorld

31. Content Marketing One-Page Plan
Results
• Website traffic +30% (2013 vs. 2012)
• Soft conversions up to 46%
• Brand value +$78 million or 288% (2013 vs.
2012, Brand Finance)
• Sales pipeline $20 million
• Revenue $3 million vs. target of $1 million
#CMWorld

32. WHO’S THE HERO? #CMWorld

33. MAKE YOUR CUSTOMERS HEROES#C MWorld

34. WHERE’S YOUR STORY GOING? #CMWorld

35. SEE THROUGH
CUSTOMERS' EYES
SPEED
BUYERS'
JOURNEY
CLEAR THE
BUYERS' PATH
APPLY THE RIGHT
SKILLS & TOOLS
CREATE A CONTENT
CULTURE
BE A GURU, GUIDE,
PARTNER OR HELPER
MAP THE MESSAGE #CMWorld

36. #CMWorld
7-Second Message

37. #CMWorld
2-Minute Message

38. #CMWorld
5-Minute Message

39. #CMWorld
20-Minute Message

40. WHAT ROLE DOES CONTENT PLAY?#CM World

41. GURU? #CMWorld

42. GUIDE? #CMWorld

43. PARTNER? #CMWorld

44. HELPER? #CMWorld

45. GET EVERYONE INVOLVED! #CMWorld

46. RESULTS
Revenue
Customers
EXECS: SOCIAL MEDIA SKILLS #CMWorld

47. CUSTOMERS
Worries
Questions
Problems
SALES: SOCIAL SELLING SKILLS #CMWorld

48. PRODUCT
What’s next?
Specs
Competition
R&D: BLOG, POST, SPEAK #CMWorld

49. EMPLOYEES: SOCIAL MEDIA SKILLS
#CMWorld
AMBASSADORS TO BUYERS

50. ALL ABOUT THE BUYERS’ JOURNEY#CM World

51. #CMWorld
George Stenitzer
• Blog: crystalclearcomms.com
• @riverwordguy
• george@crystalclearcomms.com
• +1-630-383-6047