This document outlines a 5-step process for creating an actionable content marketing strategy:
1. Define objectives and priorities for the content.
2. Develop a story that explains the business's purpose beyond features and benefits.
3. Create buyer personas that represent the audience and their needs.
4. Conduct a content audit to identify existing materials and gaps to address.
5. Determine key metrics to measure the strategy's effectiveness in meeting objectives.
Following these steps helps ensure the content strategy aligns with business goals and provides the right content to targeted audiences.
Content is the fuel for demand generation and a funneled marketing approach. It enables to create successful marketing programs with the goal of driving awareness, generating demand, and converting prospects to leads. It’s the key to effective branding, search engine marketing (SEM), SEO, email marketing, display advertising, PR, events and more. In this presentation, I share my own experience on planning effective strategies for enterprise marketing at Fusemachines.
Fusemachines is an AI solutions and services provider that helps organizations build amazing AI products or implement Machine Learning, Deep Learning, NLP into their processes.
Sony: Scaling Big Data for Stronger Marketing CampaignsAMASanDiego
Track: Insights & Analytics
Topic: CRM
Title: Data-Driven Digital Marketing: Making Big Data Practical at Sony Electronics
Speakers: JENNIFER GEDDY, Director of Marketing Operations, Sony & MICHAELA ION, Senior Manager of Marketing and CRM, Sony
Big data is alluring to everyone; however, its power is difficult to harness by most marketers. In this session, we’ll learn how Sony is leveraging big data to generate revenue from its existing customers and find new customers in innovative ways. The session content will enable participants to optimize campaigns before they even start and to adjust strategy on the spot using new technologies.
- See more at: http://sdama.org/events/2015-art-of-marketing-conference/#session-details
Content is the fuel for demand generation and a funneled marketing approach. It enables to create successful marketing programs with the goal of driving awareness, generating demand, and converting prospects to leads. It’s the key to effective branding, search engine marketing (SEM), SEO, email marketing, display advertising, PR, events and more. In this presentation, I share my own experience on planning effective strategies for enterprise marketing at Fusemachines.
Fusemachines is an AI solutions and services provider that helps organizations build amazing AI products or implement Machine Learning, Deep Learning, NLP into their processes.
Sony: Scaling Big Data for Stronger Marketing CampaignsAMASanDiego
Track: Insights & Analytics
Topic: CRM
Title: Data-Driven Digital Marketing: Making Big Data Practical at Sony Electronics
Speakers: JENNIFER GEDDY, Director of Marketing Operations, Sony & MICHAELA ION, Senior Manager of Marketing and CRM, Sony
Big data is alluring to everyone; however, its power is difficult to harness by most marketers. In this session, we’ll learn how Sony is leveraging big data to generate revenue from its existing customers and find new customers in innovative ways. The session content will enable participants to optimize campaigns before they even start and to adjust strategy on the spot using new technologies.
- See more at: http://sdama.org/events/2015-art-of-marketing-conference/#session-details
Developing effective messaging and value propositionsGerardo A Dada
A short presentation on the essential components of an effective messaging framework, positioning, targeting, segmentation, personas and building value proposition documents that assist marketing teams execute campaigns that have both effective and consistent messaging.
Building An Effective Marketing Communications Team4Good.org
The channels nonprofit organizations can use to engage their various audiences continue to proliferate...which is both a blessing and a curse. Drawing from her own experience building marketing communications functions, sometimes from scratch, Michele will deliver practical, actionable advice on how to build a team that can achieve your goals, while working within your organization's resource realities.
B2B Product Marketing. What is the role of Product Marketing in organizations? What are the most important skills to be a good product marketing manager?
Creating a Strategic Marketing Communications Plan explores the role of marketing communications in your organization, describes research tools, reviews the elements of a marketing communications plan and shows you how to create a strategic marketing communications plan.
To be successful in content marketing you need a strategic approach, you need buy-in from above and below to apply a successful content transformation. This will show you how to apply a strategic content marketing approach to your company to ensure you are maximising the opportunities to reach the right audience at the right time. This methodology is for small, to SMB to enterprise level business.
Successful marketing provides innovative ways to give your customers a great experience on every site visit. This session explores how to identify initiatives that drive revenue, customer success or operational effectiveness using Kentico EMS.
Marketing Plan Presentation Template 2018Demand Metric
Use this marketing plan presentation template to quickly document a modern marketing plan. Chapters include: aspiration, situation, objectives, strategy, content, technology and budget. Your stakeholders will be impressed with the analysis, design, brevity of your marketing plan.
Content strategy takes more than simple creative writing. You have to collect data to define your audience and their needs. Walk through this easy guide to develop profiles and theories to make your content cutting edge
Developing effective messaging and value propositionsGerardo A Dada
A short presentation on the essential components of an effective messaging framework, positioning, targeting, segmentation, personas and building value proposition documents that assist marketing teams execute campaigns that have both effective and consistent messaging.
Building An Effective Marketing Communications Team4Good.org
The channels nonprofit organizations can use to engage their various audiences continue to proliferate...which is both a blessing and a curse. Drawing from her own experience building marketing communications functions, sometimes from scratch, Michele will deliver practical, actionable advice on how to build a team that can achieve your goals, while working within your organization's resource realities.
B2B Product Marketing. What is the role of Product Marketing in organizations? What are the most important skills to be a good product marketing manager?
Creating a Strategic Marketing Communications Plan explores the role of marketing communications in your organization, describes research tools, reviews the elements of a marketing communications plan and shows you how to create a strategic marketing communications plan.
To be successful in content marketing you need a strategic approach, you need buy-in from above and below to apply a successful content transformation. This will show you how to apply a strategic content marketing approach to your company to ensure you are maximising the opportunities to reach the right audience at the right time. This methodology is for small, to SMB to enterprise level business.
Successful marketing provides innovative ways to give your customers a great experience on every site visit. This session explores how to identify initiatives that drive revenue, customer success or operational effectiveness using Kentico EMS.
Marketing Plan Presentation Template 2018Demand Metric
Use this marketing plan presentation template to quickly document a modern marketing plan. Chapters include: aspiration, situation, objectives, strategy, content, technology and budget. Your stakeholders will be impressed with the analysis, design, brevity of your marketing plan.
Content strategy takes more than simple creative writing. You have to collect data to define your audience and their needs. Walk through this easy guide to develop profiles and theories to make your content cutting edge
Successfully selling & marketing to broadcast service providersDuncan McKean
The broadcast landscape is incredibly diverse and complex, and it is becoming increasingly difficult for technology providers to sell their wares.
To improve sales and marketing effectiveness, vendors must learn how broadcast service providers identify technology partners and how purchasing decisions are influenced. This presentation provides high level analysis of research conducted by CCgroup into how broadcasters buy.
Marketing social media for trading investmen industry Dinis GuardaDinis Guarda
Marketing and Social Media for Finance: trading & Investment Industry:
Front Operations: Marketing Merlin - Everything You Need to Know.
How to leverage Marketing Strategy, Lead generation and tracking to get a full scope customer acquisition and relation?
As digital and social evolves how can you get the best of your marketing, media buying, SEO and social media activities to increase your sales and retain customers, and make sure we build a strong data base and analytic insights?
An introduction to Account-Based Marketing including an analysis of benefits and criticisms, statistics, implementation suggestions and ideas, Importance of content and Lead-to-Account, challenges, and software considerations.
Contact me on LinkedIn if you have questions: https://www.linkedin.com/in/anantdas
Using the Right Content Strategy to Create a Personalized Digital ExperiencePerficient, Inc.
Content is much more than just static website copy - it's articles, blog posts, comments, video, audio, images and infographics. Content created to fuel a personalized experience represents only one aspect of an overall view of the customer. It's imperative for marketers to resonate with their target demographics by creating relevant content to help build relationships with existing and potential customers.
Creating a strategy for what content type to use where will help you personalize and enrich a user's digital experience. In this slideshare, we walk you through some key content strategies, best practices and ways to create great content to keep your users coming back. We also discuss how tools like Sitecore can help drive the personalized digital experience.
Brand building workshop exploring the relationship between search, strategy and branding, including exercises for workshop. Presented to the Texas CEO Magazine Boot Camp Saturday, September 17, 2016.
Prepare for Marketing Automation: 5 Tips to Maximize ROIG3 Communications
View this webinar on-demand at: http://dg-r.co/AutomatedROI
Getting started with marketing automation may seem complicated, but with a little preparation, you’ll see results right away. In fact, 44% of companies achieve a positive ROI within only six months - with a 28% average overall return.
This quick start crash course will give you a 5-step strategy to prepare your organization for adopting marketing automation and help you accelerate your return on investment.
In this webinar, you'll learn:
The three “Must Dos” to get started;
Setting up your pilot lead management program;
Core competencies your team will need;
The 5-step process for creating your first automated program; and
Optimizing and maximizing results with metrics that matter.
Whether you are briefing an internal team, or an external agency, whatever the campaign type ‐ email, advertising, or indeed telemarketing ‐ a good brief is one of the most important success factors.
Tim Thorpe, Director of Digital Content, Global Marketing & Communications, Black & Veatch, at the Business Marketing Association regional even in Kansas City on 10/28/14.
Presentation by Jeffrey K. Rohrs, VP Marketing Insights, Salesforce Marketing Cloud, at the Business Marketing Association regional even in Kansas City on 10/28/14.
Presentation by Kevin Espinosa, Digital Marketing Manager, Global Marketing and Communications, Caterpillar at the Business Marketing Association regional even in Kansas City on 10/28/14.
Presented at the Business Marketing Association of Kansas City on Wednesday, July 17, 2013.
Vanessa Zambo, Vice President/Principal and Director of Marketing Communications at Terracon discusses their successes and lessons learned in using video, content, and employees to drive their corporate social media.
In this presentation, Vanessa shares how Terracon has not only structured their social media strategy, but their entire online strategy and how all of their sites (YouTube, Facebook, LinkedIn, Terracon.com, and Terracon App) work together.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
3. WHY
CONTENT
STRATEGY
MATTERS
100%
93%
90%
80%
70%
60%
50%
44%
42%
% Who Have a
Documented
Strategy
% Who Say They
Are Effective at
Content Marketing
40%
30%
20%
10%
0%
% B2B Marketers
Who Say They Use
Content Marketing
2014 B2B Content Marketing Benchmarks, Budgets and Trends,
North America, Content Marketing Institute/MarketingProfs
5. PURPOSE
OF A
CONTENT
STRATEGY
• Call out the goals of your
content marketing program and
how you’ll accomplish them
• Persuade your internal audience
(i.e. those who approve
budgets) that content is a true
resource and game changer for
your customers and prospects
• Create a ‘profile’ of successful
content types that others can
see for future reference and use
6. CONTENT
STRATEGY
VS.
CONTENT
MARKETING
Content
Strategy
• Why, Who and How
• Knowing what your
audience wants
• Directs content with the goal of
generating a financial return
Content
Marketing
• What and When
• Creating and distributing what
your audience wants
• Guided by and overall strategy
that delivers specific content at
the right time and place
8. BUILDING
A
BUSINESS
CASE
22%
of B2B marketers
say that it’s a
challenge to get
executive buy-in
for a content
marketing
program.
2014 B2B Content Marketing Benchmarks, Budgets and Trends,
North America, Content Marketing Institute/MarketingProfs
9. BUILDING
A
BUSINESS
CASE
1. Tell them your purpose
2. Describe the current
situation
3. Define content marketing
and its value
4. Use data
5. Create an action plan
6. Ask for what you want
11. CREATING
YOUR
STRATEGY
1.Define your objectives
− What business objectives do you
want to accomplish?
─ What do you want your content
to do?
─ Prioritize what’s most important,
i.e….
•
•
•
•
•
Build brand awareness
Establish your expertise
Educate buyers
Move leads through the sales
process
Improve retention
12. EXAMPLE
DEFINE
OBJECTIVES
A software consulting company wanted to
shift the perception that consumers and
prospects had of them from a vendor to one
of a trusted advisor so they seek their advice
earlier in the sales process.
• They wanted their content to educate
people about changing technologies in our
industry and how it impacts the business
performance of companies
• Priorities: Establish expertise, educate
buyers, build relationships with influencers
13. EXERCISE
DEFINE
YOUR
OBJECTIVES
Write down your business objective for
the next 6-12 months
What does marketing need to do to
help accomplish this?
Build awareness
Educate buyers
Engage influencers
Generate leads
Lead nurturing
Better engage existing customers
Cross sell / up sell
14. CREATING
YOUR
STRATEGY
2. Develop Your Story
− Understand and articulate
what business you’re really in
─ It’s not about features and
benefits; it’s about the
difference you’re trying to
make in your customers’ lives
─ Answer WHY
15. TOO MANY
COMPANIES
SOUND
LIKE THIS
ACME is one of the leading providers Florida.
Since its inception in 1976, ACME’s signature has
been its responsiveness to clients and its delivery
of a superior product. Our commitment to
excellence, combined with our responsiveness,
has gained us an outstanding reputation in the
transportation industry and more importantly,
the trust and confidence of our clients. Today, we
are one of the largest minority owned civil
engineering firms in Florida and among the top in
consulting engineering firms specializing in civil
and transportation related projects. Our
corporate headquarters are located in Miami
with regional offices located in Pensacola, Tampa
and Jacksonville.
16. EXAMPLE
DEVELOP
YOUR
STORY
Old Story:
We’re the leading organization
in North America focused on
marketing analytics,
optimization and automation.
New Story:
We empower marketers to do
their jobs better and with less
effort.
19. EXAMPLE
DEVELOP
YOUR
STORY
Old Story:
We’re the leading organization
in North America focused on
marketing analytics,
optimization and automation.
New Story:
We empower marketers to do
their jobs better and with less
effort.
21. CREATING
YOUR
STRATEGY
3.Develop Buyer Personas
─ Composite of characteristics of a
group of people
─ Help you to understand their
perspective, fears, drivers and
content needs
─ Types of content:
• How they access it
• What messages resonate with
them
• What matters when in the buyer’s
cycle
23. Profile
Technology background - online/digital marketing, programming, web
development. Oversees a team comprised of online strategists within the
marketing organization that may also include social media, marketing automation,
demand generation, campaigns, database administration, mobile and marketing
infrastructure. Oversees a small team usually ranging from three to 15 employees.
Consumption of content depends on time of day – smart phones and tablets in
the morning, addition of laptops during the day. Uses laptop in the evening for
heavy reading. Primarily use laptop when looking for content for research and
decision-making.
24. Frustrations/Pressures/Concerns:
• Battling a preconceived notion of what e-commerce entails and that the B2B
experience is the same as B2C
• Spends a great deal of time getting management / executives to commit to ecommerce as a main part of their business strategy
• Wants to control the customer experience and is concerned about making the
wrong e-commerce choice and being “stuck” with it
• Challenged to keep up with changes in technology
25. Priorities/Drivers:
• Raising the profile of e-commerce so that the company commits to it as part of
the business strategy and doesn’t operate from a tactical level
• Establishing and communicating the need to improve IT applications and
infrastructure and overall efficiency through a flexible platform
• Improving how e-commerce integrates with the overall IT infrastructure
• Creating the ideal e-commerce shopping experience that supplements /
enhances the offline experience
26. Messaging:
• Flexible, multi-branded, multi-store front capability
• Can run different price points, images and brand experiences from
a single database
• Ease of use of use of the architecture and platform, including mobile
• B2B-specific component
• Demystifying the technology by telling a story that relates it to people
and the business
• Set the context by starting with the business perspective and get down
to the technical
• Flexible and modular; not necessary to engage vendor to make changes
• Ability to “test drive” software before making a decision
27. Content Needs:
Content Sources/Types:
Type of content depends on
where he is in the buying cycle.
Conducts initial research
through analyst reports and
white papers. The closer he
gets to the desired vendor of
choice, the more he wants to
interact with them directly.
Requires one-to-one interaction
before making a decision.
•
•
•
•
•
•
•
•
•
•
Webinars
Research reports
Analyst reports
White papers
Case studies
Vendor demo sites
Google search
Conferences –programming and technical
Peers/Word of Mouth
Blog posts
29. CREATING
YOUR
STRATEGY
4. Content Audit / Mapping
─ What content do you already
have that you want to continue
to use?
─ What type is it? What topic?
─ What persona does it address?
─ What condition is it in?
─ Once you’ve created the list, are
the obvious holes that you need
to address?
30. EXAMPLE
CONTENT
AUDIT
Content
Type
Content
Topic
Target
Persona
Location
Comment
Web page
Product
Karen Olson
URL
Content is solid
but needs
updating to
reflect brand
story
White Paper
(PDF)
Trends in
marketing
automation
platforms
Jeff Smith
Online (URL)
Marketing
portal
Highly technical
product
information for
last stage
decision making
Video
3 Things to
Look for in
a Marketing
Automation
Partner
Maria
Jensen
YouTube
(URL)
90 seconds,
geared toward
YouTube to help
ignite the
conversation of
what to look for
in a partner
31. BUYER’S
JOURNEY
Possible
Solutions
Vendor
Search
Selection
Retention
Upsell
Evangelism
What’s my
problem?
What do I
need to do?
Who can
help me?
I want to
feel good
about my
decision
Reinforce my
choice
Thought
leadership
ID problems
How you’ve
helped
others
Detailed,
technical
information
Prove ROI
How to use,
Success
stories
Problem
Awareness
Education
Something
isn’t right
What’s the
difference
you want to
make?
Bigger Story
Detailed Story
+ Proof Points