The document outlines a content strategy aimed at connecting with the modern B2B buyer, emphasizing the importance of providing relevant information throughout the buying journey. It emphasizes understanding the audience, their needs, and effective channels for communication. The strategy is supported by research highlighting the preference for content that assists buyers in their decision-making process.

1. » 2.17.2011 « How to create a content strategy that connects with Buyer 2.0

2. Julie Salchert Vice President [email_address] 414.308.1789 Shari Stark Director of Insights [email_address] 414.271.4001

3. Agenda Part 1: The changing B2B landscape Part 2: Content strategy & the buyer journey Part 3: Building blocks of content strategy Part 4: Case study Q&A

4. The changing B2B landscape Part 1

5. Photo: Rutlo

6. Photo: Jackcheng

7. seller-guided buyer self-guided 3 rd party/peer input real-time / on-demand content + experiences enabling buying seller provided info scheduled messages selling

8. Content strategy & the buyer journey Part 2

9. Content Strategy: A plan that allows you to provide the right information, at the right time, in the right places to engage your customer and drive sales.

12. Mapping the Buyer Journey

13. The Buying Journey

14. The Buying Journey

15. The Buying Journey

16. The Buying Journey

17. 95% Of B2B purchasers said the solution provider they chose “provided them with ample content to help navigate through each stage of the buying process.” - Demand Gen/Genius.com

18. Simple, right?

19. Simple, right?

20. The building blocks of content strategy Part 3

21. Step back and plan Understand your audience. What do they need to know? Where are they? Who? What? Where?

23. Who? What? Where? When? How?

24. Audience Research Stakeholder Interviews SME Interviews Secondary Research Surveys Focus Groups Ethnography Social Listening Private Communities

25. Customer Personas: Name and photo Personal information Business Information User story

30. Step back and plan Understand your audience. What do they need to know? Where are they? What? What information are they looking for?

33. Content needs across the buying journey

34. Step back and plan Understand your audience. What do they need to know? Where are they? Where? Where are the best places to reach them?

35. Business Technologists Are Adding Social To Their Mix Of Information Sources April 2010 “Social Technographics®: Business Technology Buyers”

36. Channel Priority Map Key: 4 High Priority 2 S ome Priority 0 Not a Priority

37. Channel Priority Map 4 High Priority 2 S ome Priority 0 Not a Priority

38. Channel Priority Map 4 High Priority 2 S ome Priority 0 Not a Priority

39. Channel Priority Map 4 High Priority 2 S ome Priority 0 Not a Priority

40. Channel Priority Map 4 High Priority 2 S ome Priority 0 Not a Priority

43. Part 4 Content strategy in action

44. Plumbers Contractors Homeowners

48. Need animation

51. Benefits of Executing a Content Strategy Engage your customers and drive sales Build once. Use many. Saves time and money Consistent messaging Aligns internal departments & agencies

52. Free Tools Persona Worksheet Channel Map Content Quick Start Email: [email_address]