From the B2B Content2Conversion Conference, with: David Bruno, Marketing Director, Aptos

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The Content Beast

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76%of B2B buyers prefer
different content at each stage
of their research process
Source: Pardot
A Relentless Appetite
#C2C16

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A Relentless Appetite
eBooks | Whitepapers | Videos | Webinars | Blog Posts
Guest Blog Posts | Overview Reports
Byline Articles | Infographics | FAQ | Social Posts
Newsletters| Buying Guides | Demo Videos
Speaking Engagements | Case Studies
Data Sheets | Pricing Guides
Testimonials | ROI calculators
Custom Quotes | Offers
Deep Blog Posts
Testimonials
#C2C16

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eBooks | Whitepapers | Videos | Webinars | Blog Posts
Guest Blog Posts | Overview Reports
Byline Articles | Infographics | FAQ | Social Posts
Newsletters| Buying Guides | Demo Videos
Speaking Engagements | Case Studies
Data Sheets | Pricing Guides
Testimonials | ROI calculators
Custom Quotes | Offers
Deep Blog Posts
Testimonials
eBooks | Whitepapers | Videos | Webinars | Blog Posts
Guest Blog Posts | Overview Reports
Byline Articles | Infographics | FAQ | Social Posts
Newsletters| Buying Guides | Demo Videos
Speaking Engagements | Case Studies
Data Sheets | Pricing Guides
Testimonials | ROI calculators
Custom Quotes | Offers
Deep Blog Posts
Testimonials
eBooks | Whitepapers | Videos | Webinars | Blog Posts
Guest Blog Posts | Overview Reports
Byline Articles | Infographics | FAQ | Social Posts
Newsletters| Buying Guides | Demo Videos
Speaking Engagements | Case Studies
Data Sheets | Pricing Guides
Testimonials | ROI calculators
Custom Quotes | Offers
Deep Blog Posts
Testimonials
eBooks | Whitepapers | Videos | Webinars | Blog Posts
Guest Blog Posts | Overview Reports
Byline Articles | Infographics | FAQ | Social Posts
Newsletters| Buying Guides | Demo Videos
Speaking Engagements | Case Studies
Data Sheets | Pricing Guides
Testimonials | ROI calculators
Custom Quotes | Offers
Deep Blog Posts
Testimonials
Content Multiplier Effect…
Inevitably, we fall victim to the
SOLUTION 1 SOLUTION 2 SOLUTION 3 SOLUTION 4

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Personas?
Don’t Even Get Me Started

8. People Line
Up to Help…
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Fortunately,

9. Great Source
Materials
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And they always provide piles of
Market Requirements Docs
Use Case Docs
Strategic Plans
Product Roadmaps
Product Briefs

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Feeding The Content Beast
Real-World Ideas For Turning Product-Centric
Assets Into Funnel-Filling Content

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About Me
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§ 25 Years B2B Marketing
§ Escalate, RedPrairie, JDA
§ Today: Aptos
§ Director of Marketing
§ Brand, Content, Digital
§ Target: Retail Executives
@davethewavesd

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How I Used to Spend Most of My Days…

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14. Maybe there’s a
better way
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An “aha moment” from a very
unlikely source…

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Q3 2011
Q4 2015
23M
75M
Streaming Subscriber Growth
2011-2015
Source: Statista
Q1 2012

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Rather than only
thinking about
how to best
market content
from others…

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They began
thinking like
a publisher
“aha!”

19. 2011

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Target
Audience
Interests
Netflix began mining their rich data to understand
to drive content development decisions
in addition to content marketing strategies

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Q3 2011
Q4 2015
Stock Price Growth
2011-2015
Source: Yahoo Finance
Clearly, a successful transition from
Content Marketer
to Publisher

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600of original content planned for 2016
Source: Netflix
hours

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Thinking Like a Publisher
in the B2B World
5 Guidelines for Content Marketers

27. 1. Give the People What They Want
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(Not what we want them to want)

28. 2. Embrace Creative Thinking
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29. 3. Obsess Over Quality
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30. 4. Publish, or…
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31. 5. Hire a Managing Editor
ALL
MEN
THE PRESIDENT’S

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Three Real-World Case Studies
How Aptos Applied these Lessons to
Reach, Engage and Influence Retail Executives

33. What’s of Interest to Retailers?
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What’s Next
Case Study #1

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Original Product Content
Cloud Expansion
Open APIs

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Program Profile
Thinking Like a Publisher

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Future in Retail?
Does 3D printing have a bona fide

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Can Tech Tell if We
Are in the Mood
to Shop?
Mood-sensing personalization:

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Virtually
Unstoppable?
Is Virtual Reality in retail

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Highly Consumable, Audience-Centric Content
User Conference Presentation
25 C-Suite Attendees (5X prior year)

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Highly Consumable, Audience-Centric Content
Repurposed into a Webinar
~300 Attendees/On-Demand Downloads

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Highly Consumable, Audience-Centric Content
Leveraged for an eBook
~100 Downloads

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Highly Consumable, Audience-Centric Content
Augmented with Custom Research Collected via Webinar Polling
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Companion
eBook
~50 Downloads

43. What Else is of Interest to Retailers?
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Shopper Data
Case Study #2

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Original Product Content
Sales Channels
Fulfillment Channels

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Shopper Insights
The Challenge: Connecting
Product Integration Plans to

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Spending a
Fortune
And to do so without
CONSUMER
DATA

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Program Profile
Thinking Like a Publisher

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Shoppers on
the Street3 Cities | 100 Shoppers | 6 Questions

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Highly Consumable, Audience-Centric Content
eBook
100+ Downloads to Date

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Highly Consumable, Audience-Centric Content
Webinar
150+ Registrations to Date

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Mainstream Media Potential
High-appeal content leads to
Story Pitches to Metro Dailies in Progress

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Extending the Program is Easy
Content Marketer as Publisher’s Bonus:

53. What Else is of Interest to Retailers?
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Retail Giving Back
Case Study #3

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A Worthy Cause Inexorably Connected to Retail
17 Countries • 47 Projects • 143,000 Kids
Retail Gives Back

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Culture Change
Success as a publisher has led to

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Program Profile
Thinking Like a Publisher

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3.4MSeason 1 downloads/episode
Source: Forbes

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1.9Mviewers per episode (01/24/2016 )
Source: The Nielsen Company

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§ Trusted Format
§ Personal Connection
§ Convenient
New Media’s Most Effective Storytelling Asset?
Audio Podcasting
39Mdownload monthly
3X2010 downloads

60. The untold stories of the people of retail
who have made vulnerable children around
the world a priority in their lives
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CommerceofCaring.org

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§ Planning 6 episodes for first season
§ Liberia, Congo, Honduras, South Africa
§ New episode every 6-7 weeks
§ Supporting programs for each episode
§ Press release/media pitches
§ Social media
§ e-Mail campaigns
§ Paid advertising
§ Call scripts
Storytelling as Content Marketing

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In Closing…

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65. #C2C16Dude, That’s SO META
Constantly applying those lessons learned

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Not to Get Too Meta…
Audience-Centric ContentIntegration Plan as Content
Podcasts as ContentOriginal ProgrammingPublishing = Content Mktg
Roadmap as Content

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The Content BeastThe Contented Beast #C2C16
dbruno@aptos.com
@davethewavesd
#CommerceOfCaring
Thank You

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