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
White
Board
To
Conversion
Well-Planned Content is Now the Critical
Path to Successful Marketing
#Concept2Close

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Type
ques7on
here
Welcome
Webinar
A<endees

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Follow
This
Webinar
On
Twi<er
#Concept2Close

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Today’s
Panelists
Dave
Bruno
Director,
Product
Marke0ng
JDA
So6ware
Andrew
Gaffney
Editor
and
Publisher
Content4Demand

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Agenda
• Content
Crea0on
Challenges
• Campaign
Fuel
Stops
• Growing
Role
of
Idea0on
• Planning
Before
Publishing
• Mapping
Content
to
Personas
• Case
Study

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Top
Challenges
In
Crea7ng
Content

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Of
“best-­‐in-­‐class”
marketers
said
producing
enough
content
to
feed
their
campaigns
is
a
major
challenge.
Source:
BtoB
Magazine

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Idea7on
Process

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From
Concept
to
Campaign

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Driving
Mul7
Touch,
Mul7
Format
E-book
Infographic
Webinar
Video White Paper

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Planning
Before
Publishing
The Most Important Element of a
Successful Content Program

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Content
Marke7ng…
circa
2010

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Nice!
Product
Management
just
created
this
new
eBook!
Hmmm…
I
wonder
where
I
should
publish
it?

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Content
Marke7ng…circa
2012
Create
and
Publish
Content
to
Fulfill
the
Needs
of
an
Integrated
Campaign
Plan

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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?

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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…

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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

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Step
4:
Plan
the
Campaign

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Case
Study:
The
Rise
of
the
SoMoLo
Shopper
Building Awareness, Brand Equity,
and Demand via Research-based
Content Marketing

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The
Back
Story:
Commerce
in
Mo7on
Primary Objectives:
Build brand Reputation as Thought Leader/Visionary
Generate Awareness
Drive Engagement

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The
Back
Story:
Commerce
in
Mo7on
943
Downloads

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The
Campaign
Plan

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Priority
One:
Execute
the
Research

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Next:
Develop
Assets
According
to
Plan
eBooks

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Infographics

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Web
Events

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Live
Events

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Blog
Posts

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Reuse
and
Repurpose
Wherever
Possible
to
Fill
Content
Gaps

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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/

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Type
ques7on
here
Q&A
//
Submit
Ques7ons

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Q&A
//
Panelists
Dave
Bruno
Director,
Product
Marke0ng
JDA
So6ware
Andrew
Gaffney
Editor
and
Publisher
Content4Demand

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Thank
you
for
a<ending
today’s
webinar!
Take
the
two
minute
content
checkup
assessment:
http://content4demand.com/content-check-up/