Content marketing is the biggest game in town. B2B marketers crank out more content every year with the single-minded purpose to capture buyers’ attention and capitalize on their interest. But it’s not working as it should. Buyers say they’re overwhelmed with the deluge of useless content they’re seeing from vendors. Every year, more marketers report less effectiveness with their content marketing programs. But it doesn’t have to be this way. Find out how to fix the problem quickly in this session where you’ll learn: What defines an effective content marketing program Which components you need to drive high-performance content marketing How to measure what matters to improve relevance and intent

1. Banish Content Shock
with an Effective Content
Marketing Program
Ardath Albee
Strategy
@ardath421 | #ContentJam

4. @ardath421 #ContentJam
Content Shock is the emerging marketing
epoch defined when exponentially increasing
volumes of content intersects our limited
human capacity to consume it.
~ Mark W. Schaefer

5. More Content, Less Engagement

6. @ardath421 #ContentJam

7. 3 Components to Banish Content Shock
Content Marketing Effectiveness

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3 Components
#ContentJam

9. A persona is a composite sketch of a target market
based on validated commonalities that actively informs
content strategy to drive productive engagement.

10. @ardath421 #ContentJam

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Problems / Pain Points:
NO:
Inefficiency
YES:
Lack of automated
workflows adds months to
product launches
A problem is whatever is
impeding the achievement
of an objective.

12. @ardath421 #ContentJam
Orientation / Professional Attributes:
NO:
Married with 2 Kids and a dog
Lives in the suburbs
Earns $150,000 per year
YES:
20 years in career
Mentors his team
Confident leader

13. @ardath421 #ContentJam
Questions:
From Status Quo to Choice
NO:
What features does your product have?
YES:
Given my situation, why should I care?
How do I eliminate X to achieve Y?
What can I do now that I couldn’t do before?

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Obstacles
NO:
Price
YES:
What do I need to know to convince Tom?
What if our people won’t adopt the new
workflows?

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Channels Social Content Interactive Media
Preferences
Formats

16. Creating Interactive Storylines
Content Marketing Effectiveness

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“A story is the only way to activate parts in the brain so
that a listener turns the story into their own idea and
experience.”
Uri Hasson, Princeton neuroscientist

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Plot Your Buyer’s Story

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Identify:
•Stages in the customer lifecycle
•Triggers for action
•Tasks within stages
•Touchpoints and channels in use
•Gaps in the customer experience
•Opportunities for experience improvement

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Status Quo

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A TRIGGER is an inciting incident that puts a goal in peril and
motivates action and intent to rectify a pain point.

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Product Delays – Head of Product R&D

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25. Documented Content Marketing Strategy
Content Marketing Effectiveness

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Content Marketing Strategy
• Who – audience, target market, personas
• What – Purpose and journey maps
• When – at least the length of the buying process
• Where – channel and distribution plan
• Why – goals tied to business objectives with identified KPIs
• How – business plan, editorial calendars, value proposition

27. @ardath421 #ContentJam
Measuring for Relevance
• Time spent on page and session
• Post-click path – where did they go next?
• Proactive access of information (Return visits)
• Frequency

28. Thank you!
Ardath Albee
@ardath421 | #ContentJam