Reed Overfelt, Chief Marketer and CEO of FullQuota, shows you how to create content that gets found when the buyer is looking for it and that speaks to your buyer’s needs at each stage of the buying cycle.
He’ll show you the 6 keys to creating great content:
* Identify and understand the “real” needs of your target buyers,
* Create content tailored to your buyers’ needs and interests,
* Make a content calendar that keeps you on track,
* Optimize your content so that it gets found every time a buyer is looking,
* Promote your content so that it’s found where your buyers hang out, and
* Find out what content works best.
Who’s it for?
Marketing directors that want content that drives sales and fills up their pipeline.
On November 27, InSites Consulting organized a Webinar on 'Insight Driven Ideation'. The main focus is on how to obtain better consumer insights in a systematic way. This main theme is being elaborated and illustrated by a case study of AirFrance KLM
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The document discusses how automation may or may not kill creative marketing and how work is changing. It talks about the continued importance of creativity. It also discusses how collaboration changes with creative agencies. The presentation covers defining big ideas, evaluating big ideas internally and externally, and examples of big long ideas for targets like IT and general counsel.
This document discusses how to build and leverage a social B2B community. It outlines key trends in social media for businesses including how social media is becoming integrated into many job roles. It also discusses different types of content that can engage communities like video, apps, and tools. Additionally, it provides tips on monitoring conversations in social networks and responding appropriately to improve customer support. Finally, it explores how to create flexible online communities using templates and metadata to group users and content.
On November 27, InSites Consulting organized a Webinar on 'Insight Driven Ideation'. The main focus is on how to obtain better consumer insights in a systematic way. This main theme is being elaborated and illustrated by a case study of AirFrance KLM
The document discusses applying lean principles to enterprise mobile development. It advocates for reducing cycle time from concept to customer through continuous deployment. It also recommends making work visible and engaging stakeholders outside of product and tech. Additionally, it suggests co-locating teams, communicating clear goals, engaging the wider organization to find opportunities, and empowering UX teams to iterate experiences.
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Business Patterns presentation @ Oredev 2012allan kelly
This document summarizes Allan Kelly's presentation at Oredev in Malmo, Sweden in November 2012. Kelly discussed several business patterns for software developers, including keeping product variations simple to reduce costs, having account managers work in pairs to handle commercial and technical customer issues, and using patterns sequences to link patterns and their consequences. Kelly also promoted his book "Business Patterns for Software Developers" which describes 38 patterns for software businesses.
The document discusses how automation may or may not kill creative marketing and how work is changing. It talks about the continued importance of creativity. It also discusses how collaboration changes with creative agencies. The presentation covers defining big ideas, evaluating big ideas internally and externally, and examples of big long ideas for targets like IT and general counsel.
This document discusses how to build and leverage a social B2B community. It outlines key trends in social media for businesses including how social media is becoming integrated into many job roles. It also discusses different types of content that can engage communities like video, apps, and tools. Additionally, it provides tips on monitoring conversations in social networks and responding appropriately to improve customer support. Finally, it explores how to create flexible online communities using templates and metadata to group users and content.
A comprehensive overview of B2B lead gen using social media. Covers: skills needed, traditional marketing role, landing pages/homepages, tips and tricks, getting started, the buyers' journey,trends, strategies, lead generation, lead nurturing, content, content marketing
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Today's B2B buyer is more discerning than ever before, and has access to more information than ever before. They research online, get peer views and opinion, and they call you when their ready to buy, rather than when you’re ready to sell. So you’re involved late in the process, or more commonly, not at all. To get onto the shortlist, you’ve got to be there early in the buying cycle. And to do this takes a programme of great content.
It has to be relevant, useful and interesting. First problem; where does this content come from? Well, every organisation has their own content dungeon – just waiting to be unlocked. But, how do you do it, what’s going to be lurking down there, and how do you tame it? Then, once you’ve thrown the keys away, what are you going to do with all this content? How do you get it into the hearts and minds of the people that matter?
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What content works, at what stage in the buying cycle
Practical ways to use interesting and different content formats
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Centerline Capabilities - Content and The Buyer's JourneyCenterline Digital
This document summarizes the services provided by a content marketing agency. They work as an extension of their clients' in-house marketing teams to craft content strategies and create digital content to activate those strategies. This includes creating awareness content like videos, animations, and thought leadership pieces, as well as consideration content like case studies and microsites. They also produce demonstration content such as interactive tools and simulations. The goal is to nurture potential customers through the entire buying process with well-timed content.
Georgea Frank-Tann talks about the digital marketing model versus the traditional marketing model. Harnessing the power of digital marketing, continuous evaluation, and optimisation. How digital analytics can inform campaign decisions and drive ROI.
20120717 baker boundaries for business architecture v3David Baker
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Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
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• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
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This document proposes boosting revenue for clients through increasing e-commerce sales of merchandise, selling tickets to events, and boosting fan engagement. It discusses expanding market opportunities in e-commerce, ticketing, mobile services, and sponsorships which total over $600 million annually. The business model involves an integrated solution using an experienced team, marketing, and proprietary cloud-based technology on a shared risk/reward model with minimal upfront costs and aligned goals between the company and its clients. Revenue would be generated through various fees from registrations, memberships, transactions, and future mobile app development.
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Today's B2B buyer is more discerning than ever before, and has access to more information than ever before. They research online, get peer views and opinion, and they call you when their ready to buy, rather than when you’re ready to sell. So you’re involved late in the process, or more commonly, not at all. To get onto the shortlist, you’ve got to be there early in the buying cycle. And to do this takes a programme of great content.
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Session will look at:
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What content works, at what stage in the buying cycle
Practical ways to use interesting and different content formats
10 steps to create and implement a content marketing strategy
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The document discusses the importance of understanding mental models when designing products and websites. It provides examples of what a mental model looks like, such as a diagram showing the individual tasks involved in making coffee. The document advocates using both top-down and bottom-up approaches to design, involving user research to understand mental models and inventorying existing content to develop a content model. Good design requires understanding how users think about tasks rather than just following rules or best practices.
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FullQuota Webinar: 6 Keys to Creating GREAT Content
1.
2. Buyers have changed.
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.
3.
4. Yesterday’s approach:
“GET IN THEIR FACE”
when they’re not looking.
Today’s approach:
“GET FOUND”
when they are looking.
16. Understand why executives are different
Have unrelenting demands on
their schedule
Spend most of their time in
meetings
Hate being pitched
Need to sell decisions internally
Trust their peers and inner circle
Are very quick studies
17. And what executives value
Return on time invested
Outcomes-based content and
conversation
Prescriptive value and case-based
discussions
Peer input and relationships
Connection to experts and high-
value thinking
18. 2 Map your
content to your
target buyer
persona!
19. PIPELINE STAGE
Awareness (TOP) Consideration (MIDDLE) Purchase (BOTTOM)
Prospect knows there’s a problem Prospect recognizes a need for a Prospect seeks solution to their
BUYER’S OBJECTIVE
that needs to be solved solution like yours need; ready to buy
VAGUE NOTION
OF ‘POSSIBLE’ TREND
SOLUTION REPORTS
INTERESTED IN
Q&A Q&A
A SOLUTION ARTICLES eNEWSLETTER
EBOOKS WEBINARS
RESEARCHING
STEP-BY-STEP STEP-BY-STEP
VENDORS
EBOOKS WEBINARS
EVALUATING
FAQ DEMO
PRODUCTS
SHEETS VIDEOS
NARROWING
FIELD FEATURE CASE
DEMOS
GUIDES STUDIES
REFERENCE
ANALYST CUSTOMER
CHECK
REPORTS TESTIMONIALS
NEGOTIATING
DATA ROI PRICE
SHEETS CALCULATORS GUIDES
PURCHASE
KEY OUTCOMES
CHECKLISTS
SUBSCRIBE FOLLOW ENGAGE
OPEN DOWNLOAD
VIEW PARTICIPATE
SHARE INQUIRE
22. Schedule your content a little bit at a
time…
Content Progression Schedule Outcome
Email industry trend report Day 1 Open, Share,
Download
Publish industry trend report messages to Twitter, Facebook Pages, Day 1, 5, 7, 10, 13, 15, Share , Download
and LinkedIn Groups 21, 22, 23, 24, & 25
Send weekly e-newsletter Day 7 Open , Share
Send weekly e-newsletter Day 14 Open, Share
Send personal invitation to attend industry trend webinar Day 20 Attend
Publish industry trend webinar messages to Twitter, Facebook Pages, Day 20, 22, 24, 26, 27, Share, Attend
and LinkedIn Groups 28, 29, & 30
Send weekly e-newsletter Day 23 Open
Send link to recorded industry trend webinar Day 30 View
Publish industry trend webinar recording messages to Twitter, Day 30, 32, 34, 36, 38, Share, Listen
Facebook Pages, and LinkedIn Groups & 40
Send weekly e-newsletter Day 30 Open
Personal invitation to attend product demo webinar Day 60 Attend, Convert
Publish product webinar messages to Twitter, Facebook Pages, and Day 60, 62, 64, 66, 68, Share, Attend,
LinkedIn Groups 70, 71,72, 74, &74 Convert
24. Content DOs:
1. Focus on topics relevant to your buyer’s role and
current challenges
2. Summarize, summarize, summarize
3. Hard facts = credibility … and credibility is key
4. Pick the right channel
5. Push beyond common wisdom and top-of-mind trends
25. Content DON’Ts
1. Don’t be boring.
2. Don’t just wing it – follow your plan!
3. Don’t use content from the same one or two
sources. Mix it up! It’s more interesting for your readers.
4. Don’t just start the process and then never critique it
again. You have to continually tweak it.
5. Don’t be afraid to try new things.