Summary slides from Carpe Diem Consulting's Sydney November 2015 seminar. Sales people need "something to say" online - a content strategy is essential, as is a strong personal online brand.

1. Developing a Content Strategy • Why and How1
CONTENT FOR
SOCIAL SALES
WHAT AND HOW

2. 2 Developing a Content Strategy • Why and How

3. 3 Developing a Content Strategy • Why and How

4. Developing a Content Strategy • Why and How44 Developing a Content Strategy • Why and How
01 CURRENT
SITUATION

5. 5 Developing a Content Strategy • Why and How

6. 6 Developing a Content Strategy • Why and How
ATTRACTING NEW B2B BUYERS
V IA NE W MA R KE TING™
54%of B2B buyers begin their
buying process with informal
research about business
problems; nearly 80% of the
time spent researching is
done online
(Social Media Today)
46%
of B2B buyers start
their research with a
web search
(DemandGen 2014 B2B Buyer
Behavior Survey)
65%of IT buyers require at
least four pieces of
content to make a vendor
shortlist
(Social Media Today)
40%of B2B buyers say LinkedIn is important
when researching technologies and
services to purchase; 19% say the same
for Twitter
(TechTarget)
61%of B2B buyers said they selected
vendors who delivered a mix of
content that was appropriate for each
stage of their buying process
(DemandGen 2014 B2B Buyer BehaviorSurvey)

7. 7 Developing a Content Strategy • Why and How
MAKE ME SMARTER
DRIVERS OF CUSTOMER LOYALTY
0
0.5
1
Percentage
of contribution
to customer
loyalty
Company&
brand impact
Product &
service delivery
Value-to-
price ratio
Sales
experience
19%
19%
9%
53%
Representative sales
drivers of customer loyalty
• Rep offers unique,
valuable perspectives
on the market.
• Rep helps me navigate
alternatives.
• Rep helps me avoid
potential landmines.
• Rep educates me
on new issues
and outcomes.
• Supplier is easy to
buy from.
• Supplier has widespread
support across my
organisation.

8. 8 Developing a Content Strategy • Why and How
WE NEED TO LISTEN AND LEARN….

9. 9 Developing a Content Strategy • Why and How
KING
51% of B2B marketers are
increasing their spending in
content marketing for 2011*
QUEEN
Content MUST be aligned to
thebuyer’s journey.

10. 10 Developing a Content Strategy • Why and How10 Developing a Content Strategy • Why and How
02THE CASE FOR A
CONTENT
STRATEGY

11. 11 Developing a Content Strategy • Why and How
ULTIMATE
EARLY
EARLY
WE DON’T SELL HOW BUYERS BUY™
TYPICAL SALES
PROCESS
SUSPECT PROSPECT ENGAGE QUALIFY PROPOSE DEFEND CLOSE
CHOICE
OF 3
CHOICE
OF 2
Listen for when
Status Quo is
shattered
SEO, Content, Social Media
How can we
shatter the Status
Quo?
LATEBUYER
ENGAGEMENT
STATUS QUO
SHATTERED
SEARCH
AROUND
PROBLEM
FRAME
PROBLEM &
SOLUTION
TALK TO PEERS
& EXPERTS
START
ENGAGING
PROVIDER
CALM
PROCUREM’T
PROCESS
NEW BUYER’S
JOURNEY

12. 12 Developing a Content Strategy • Why and How
CONTENT ALONG THE BUYER’S JOURNEY
DISRUPTIVE
CUSTOMER
INSIGHTS
STATUS QUO
SHATTERED
SEARCH
AROUND
PROBLEM
FRAME
PROBLEM &
SOLUTION
TALK TO PEERS
& EXPERTS
START
ENGAGING
PROVIDER
Step 1
Set the goal
Shatter
status quo
Give hope Be informative
and useful
Offer solutions
and a better
way of doing it
Appear as
“experts”
Encourage
the sale
Step 2
Set your
conversion
goal
Drive people
to whitepaper
/ event
Whitepaper
download
Drive to
next landing page
on website
Subscribe to
newsletter
Download
case study
Phone call for
more
information
Step 3
Set your
delivery
method
Social media
campaign
Email
campaign
SEO Social media
campaign
Partner
campaign/referral
program
Website
Step 4
Content
format
Video Whitepaper Top 10 / list How to guide Case studies Benefit brochure
Step 5
Content title
You’re losing 75%
more deals than
you need to
Improve your wins
by 25%
Top 10 reasons
you’re not
generating
enough leads
How to build a
content marketing
program
How [our customer]
transformed
their marketing
department
The core
differences in
working with
Carpe Diem
CALM

13. 13 Developing a Content Strategy • Why and How
Buy a list/coldcall
Brochures
Features & benefits
Websites featuringthe
company & solutions
Interruptive marketing
Case studies/testimonials
LinkedIn profiles built for recruiters
OLD FOCUS
Content marketing > Lead nurturing > Social list building > Working with Sales
MOST CONTENT IS LATE BUYER ENGAGEMENT™
CALM
STATUS QUO
SHATTERED
SEARCH
AROUND
PROBLEM
FRAME PROBLEM
& SOLUTION
TALK TO PEERS
& EXPERTS
START
ENGAGING
PROVIDERS
PROCUREMENT
Unique
insights
researched
Early buyer
keywords on
websites &
LinkedIn –
foster
engagement
Social
Listening
Proactive
influencer
programs
Suggest
solutions to
common
problems
NEW FOCUS
Present unique
insights &
provide vision

14. 14 Developing a Content Strategy • Why and How
LATE BUYER ENGAGEMENT EPIDEMIC

15. 15 Developing a Content Strategy • Why and How15 Developing a Content Strategy • Why and How
03SUPPORTING
SALES

16. 16 Developing a Content Strategy • Why and How
RESEARCH
Prior to meeting
a prospect
LISTEN
to identify new
opportunities
SEARCH
to identify new
prospects
LEVERAGE
NETWORKS
to be introduced
to new prospects
TRACK
prospects and
customers to
identify
opportunities
PUBLISH
content of
interest to display
expertise
MONITOR
job/role changes
to identify sales
triggers
MONITOR
competitors

18. 18 Developing a Content Strategy • Why and How

19. 19 Developing a Content Strategy • Why and How

20. 20 Developing a Content Strategy • Why and How

21. 21 Developing a Content Strategy • Why and How21 Developing a Content Strategy • Why and How
03WHAT’S IN A
CONTENT
STRATEGY?

22. 22 Developing a Content Strategy • Why and How
01
Outlineswhat you want
to achieve from your
content program.
02
How you’re going to do this.
03
How you’re going to measure
whetherornot the program
is working.
HOW INCLUDES
• What arethe TOPICS/FORMATSofcontent
– for EACH buyer journeystage?
• Which BUYER PERSONASis each
content item appealing to?
• How should each piece of content
be DELIVERED?
• What ACTION dowe want the content
consumers totake?
• What areour organisationalPROCESSES
around sourcing,delivering and following
up content?
• What’s the CONTENT CALENDAR that
outlines what will happen –by when – and
who has responsibility?

23. 23 Developing a Content Strategy • Why and How23 Developing a Content Strategy • Why and How
04THE CONTENT
OPPORTUNITY

24. 24 Developing a Content Strategy • Why and How
HOW IS CONTENT MARKETING IN AUSTRALIA?
HOW AUSTRALIAN
MARKETERS RATE THE
EFFECTIVENESS OF THEIR
ORGANISATION’S USE OF
CONTENT MARKETING:

25. 25 Developing a Content Strategy • Why and How
LOOK OUT – THE COMPETITION IS MOVING FORWARD
AUSTRALIAN CONTENT
MARKETING SPENDING
(OVER NEXT 12 MONTHS)

26. 26 Developing a Content Strategy • Why and How26 Developing a Content Strategy • Why and How
06IT’S NOT AS EASY
AS IT SEEMS

27. 27 Developing a Content Strategy • Why and How
SO MANY FORMATS – WHICH ONE WHEN?
Blog posts
Infographics
Video
ArticlesIndustry reports
Whitepapers
Events
Podcasts
ebookWebinars
SEO’d landing pages How to Guides
Top 10 lists
Checklists
Cheat sheets
Self assessment tools
Q & A
Case studies
Testimonials Referrals
“Ask the expert”
Free consultation
Free review/audit
Your website pages
Product guides
Free trials Fact sheets
ROI demonstrator
Product demos
Sales collateral
Insight presentation

28. 28 Developing a Content Strategy • Why and How
THERE ARE DIFFERENT CONTENT PRIORITIES

29. 29 Developing a Content Strategy • Why and How
SOCIALLEAD GENERATIONPROGRAM
Target – who,
what, how & why
Build the list Interests? Issues?
Pains? Trends?
Content offer
Problem solution
Qualified lead
DIGITAL
OFFLINE
CONVERSATIONPLAN
NON-DIGITAL
IDENTIFY RESEARCH
APPROACH
WITH VALUE
PERMISSION
AUTOMATE
NURTURING
Continue and connect
Trigger events
INDIVIDUAL
NURTURE

30. 30 Developing a Content Strategy • Why and How30 Developing a Content Strategy • Why and How
m. +61 414 878 714
e. brucerasmussen@carpe-diem.com.au
In. au.linked.com/in/bruceras
tw. @bruceras
w. carpe-diem.com.au