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From Whiteboard To Conversion [Webinar]
The document summarizes a webinar about developing a content marketing strategy and campaign. It outlines the challenges in content creation, importance of ideation and planning before publishing. It discusses defining objectives, describing target personas, mapping content to personas and planning the campaign. It provides a case study of a company that built brand reputation and engagement through research-based content marketing like eBooks, infographics, events and social media. Their well-planned content strategy led to over 1000 downloads, 4000 page views and 30 qualified leads for a total estimated cost of $30,000.
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From Whiteboard To Conversion [Webinar]
- 1. #Concept2Close From White Board To Conversion Well-Planned Content is Now the Critical Path to Successful Marketing #Concept2Close
- 2. #Concept2Close Type ques7on here Welcome Webinar A<endees
- 3. #Concept2Close Follow This Webinar On Twi<er #Concept2Close
- 4. #Concept2Close Today’s Panelists Dave Bruno Director, Product Marke0ng JDA So6ware Andrew Gaffney Editor and Publisher Content4Demand
- 5. #Concept2Close Agenda • Content Crea0on Challenges • Campaign Fuel Stops • Growing Role of Idea0on • Planning Before Publishing • Mapping Content to Personas • Case Study
- 6. #Concept2Close Top Challenges In Crea7ng Content
- 7. #Concept2Close Of “best-‐in-‐class” marketers said producing enough content to feed their campaigns is a major challenge. Source: BtoB Magazine
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- 9. #Concept2Close From Concept to Campaign
- 10. #Concept2Close Driving Mul7 Touch, Mul7 Format E-book Infographic Webinar Video White Paper
- 11. #Concept2Close Planning Before Publishing The Most Important Element of a Successful Content Program
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- 13. #Concept2Close Nice! Product Management just created this new eBook! Hmmm… I wonder where I should publish it?
- 14. #Concept2Close Content Marke7ng…circa 2012 Create and Publish Content to Fulfill the Needs of an Integrated Campaign Plan
- 15. #Concept2Close Step 1: Define the Campaign What are the objectives for the campaign (e.g. how will it be measured)? Which target markets will the campaign attempt to influence?
- 16. #Concept2Close Step 2: Describe the Target Personas Specifically identify the different personas that influence the purchase decision that this campaign will target Thoroughly investigate and document the objectives and pains that will motivate each target’s investment in your product or service Dig a little deeper to identify themes that are top of mind with each persona to help inform both content and promotions Warning: This is the hard part! Without comple0ng this part of the process, it was like marke0ng in the dark…
- 17. #Concept2Close Step 3: Map Content to Personas Map specific content assets to each persona’s questions (both existing assets and those that need to be created) Identify the types of content that will help answer each persona’s questions during every phase of the buying cycle For assets that need to be created, assign owners and due dates to ensure your campaign will have the content required to answer each persona’s questions
- 18. #Concept2Close Step 4: Plan the Campaign
- 19. #Concept2Close Case Study: The Rise of the SoMoLo Shopper Building Awareness, Brand Equity, and Demand via Research-based Content Marketing
- 20. #Concept2Close The Back Story: Commerce in Mo7on Primary Objectives: Build brand Reputation as Thought Leader/Visionary Generate Awareness Drive Engagement
- 21. #Concept2Close The Back Story: Commerce in Mo7on 943 Downloads
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- 23. #Concept2Close Priority One: Execute the Research
- 24. #Concept2Close Next: Develop Assets According to Plan eBooks
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- 29. #Concept2Close Reuse and Repurpose Wherever Possible to Fill Content Gaps
- 30. #Concept2Close Well Planned Content Led to An Overwhelmingly Successful Program Ini0al Survey Responses 282 eBook Downloads 943 Infographic Views 3,315 Infographic Poster Requests ~100 Webinar Registra0ons 752 Video Views 1,136 Prezi Views 1,678 SlideShare Views 9,580 Live Event A`endees ~400 Qualified Leads Added to Pipeline 30 Total Es0mated Cost $30,000 http://www.content4demand.com/the-content-playbook/
- 31. #Concept2Close Type ques7on here Q&A // Submit Ques7ons
- 32. #Concept2Close Q&A // Panelists Dave Bruno Director, Product Marke0ng JDA So6ware Andrew Gaffney Editor and Publisher Content4Demand
- 33. #Concept2Close Thank you for a<ending today’s webinar! Take the two minute content checkup assessment: http://content4demand.com/content-check-up/