Uploaded byPetra Neiger
Content Framework
The document provides an outline for a content strategy framework. It discusses the changing content landscape and challenges with current B2B content. It then presents a 4-step content planning framework: 1) profiling the opportunity gap, target audience, and key message; 2) aligning content to the buyer's journey; 3) leveraging existing content; and 4) delivering content across multiple channels. The framework is designed to increase content consumption by developing a better understanding of the audience and their needs at different stages in the buying process.
More Related Content
Content Framework
- 1.
- 2. Course Outline • TheChanging Content Landscape • Content Planning Framework • Creating Your Message
- 3. The State ofB-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 forLow 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 apublisher…
- 6. Course Outline • TheChanging Content Landscape • Content Planning Framework • Creating Your Message • Best Practices
- 7. The Content PlanningFramework 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 Whereis 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: ContentCreation – 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: ContentCreation – 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 shouldbe 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: ContentDelivery – Create Once, Promote Many Times (Market and Amplification)
- 14. Course Outline • TheChanging Content Landscape • Content Planning Framework • Creating Your Message
- 15. Messaging House Key Message Top-linesummary 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 Tippingpoint 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 acompelling but simple message • Support with clear, tangible examples • Organize logically
Editor's Notes
- #18 Leveraging existing content..