This document discusses strategies for creating content on a lean budget. It recommends crafting the perfect content team by designating chief content officers and managing editors. It also suggests leveraging internal subject matter experts, partners, customers, thought leaders and incentivizing internal contributions. The document then discusses content planning, including creating buyer personas, buyer journeys, themes, and mapping content to sales funnel stages. It provides ideas for content creation and recommends the "turkey dinner" approach of slicing one large piece of content into many smaller assets like videos, blogs, and infographics to get more value from existing content.
Lean Software & Systems Conference - Business901 PresentationBusiness901
This is the Business901 presentation at the Lean Software and Systems Conference 2012. What I have learned from many of my podcast guests is how it started.
CRM is how a customer looks to a company, while CEM is really how the company looks to the customer.
CRM comes after the experience, and CEM works hard on anticipating it.
“You can download this product from SlideTeam.net”
Showcase the complete experiences that customers go through when interacting with your company and brand by using this customer journey analysis PowerPoint presentation slides. This professional and visually designed customer mapping PPT deck contains 34 content ready slides. All slides are totally customizable, and users can edit as per their requirements and needs. Users can change the colors, diagrams, fonts, text as needed. This customer experience analysis PPT theme consists of different slides like understanding customer mapping purpose, objectives, needs, feelings and barriers of customer journey mapping, key statistics of customer journey mapping, elements of customer journey mapping, customer journey mapping steps, information required in each stage of the customer journey, customer mapping journey cycle, customer journey analysis at each stage, customer journey layers, channels in each stage of the journey, customer journey map table. etc. Download this ready to use customer experience analysis PPT template now. Guide them in finding a calling with our Customer Journey Powerpoint Presentation Slides. Help them figure out the best career to follow. https://bit.ly/3iucBdX
All the promotion techniques are given in brief in this presentation. the user can easily understand the major promotion terminologies through this ppt. it suits for both college students and high school students
Lean Software & Systems Conference - Business901 PresentationBusiness901
This is the Business901 presentation at the Lean Software and Systems Conference 2012. What I have learned from many of my podcast guests is how it started.
CRM is how a customer looks to a company, while CEM is really how the company looks to the customer.
CRM comes after the experience, and CEM works hard on anticipating it.
“You can download this product from SlideTeam.net”
Showcase the complete experiences that customers go through when interacting with your company and brand by using this customer journey analysis PowerPoint presentation slides. This professional and visually designed customer mapping PPT deck contains 34 content ready slides. All slides are totally customizable, and users can edit as per their requirements and needs. Users can change the colors, diagrams, fonts, text as needed. This customer experience analysis PPT theme consists of different slides like understanding customer mapping purpose, objectives, needs, feelings and barriers of customer journey mapping, key statistics of customer journey mapping, elements of customer journey mapping, customer journey mapping steps, information required in each stage of the customer journey, customer mapping journey cycle, customer journey analysis at each stage, customer journey layers, channels in each stage of the journey, customer journey map table. etc. Download this ready to use customer experience analysis PPT template now. Guide them in finding a calling with our Customer Journey Powerpoint Presentation Slides. Help them figure out the best career to follow. https://bit.ly/3iucBdX
All the promotion techniques are given in brief in this presentation. the user can easily understand the major promotion terminologies through this ppt. it suits for both college students and high school students
Building A Customer Journey Map PowerPoint Presentation SlidesSlideTeam
Presenting this set of slides with name - Building A Customer Journey Map Powerpoint Presentation Slides. This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with seventeen slides is here to help you to strategize, plan, analyse, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Building A Customer Journey Map Powerpoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization.
Sometimes SaaS companies are so focused on creating and improving the product, they neglect marketing it and improving the sales funnel. Companies without a marketing, PR, or growth team especially neglect it. Here, you'll learn five ways to increase your B2B SaaS revenue today.
Join CX University's Mohamed Latib and SPLICE Software's Janelle Boris as they share their expertise in creating a robust customer centric program within your organization that will increase positive customer and employee experiences.
The purpose of this deck is two-fold:
1. provide key insights on how to build a highly effective and predictable demand gen engine
2. provide a template for a monthly demand gen dashboard that tracks the value/ROI of your actions
There are numerous other key metrics that are essential for marketing to track but are not represented in this template such as customer experience [NPS, CSAT, etc.], brand recognition & affinity, website analytics, email analytics, PR share of voice, ad campaign effectiveness, and so on and so on.
Additionally, this dashboard is not intended to replace a full sales pipeline dashboard but rather to provide insights on how marketing is contributing to sales effectiveness and revenue.
Increasing your website’s traffic is already a time-consuming task that will take up enough of your time. So, you need to make sure that traffic converts into sales, right?
Thankfully, there are drop-dead simple ways of capturing attention, boosting conversion rates, and ultimately, maximizing your profits without breaking the bank, or spending a lot of time tweaking your traffic campaigns.
In fact, the conversion-boosting hacks featured in this report are ones that you can easily implement into your existing website without spending more than a couple of hours tightening up a few weak areas so that you can transform your business in just a matter of a few short days. Does that sound like something you’d be interested in?
501 Questions Every B2B CMO Needs To AskTodd Ebert
Taking the reins as a new CMO can be daunting. You need learn all about the company, strategies, markets, products, customers, personas, buying journeys, competitors, processes, technologies, etc. -- not to mention all the myriad details about the marketing team, brands, plans and budgets. What does the marketing team do well? What do they not do well? What do they not do at all?
You've got just a few months to gather all the information, analyze it, identify gaps, develop your plan and present it to the CEO and Board.
Having gone through this process several times, I created an Evernote list with questions to ask in order to be thorough in gathering all the information. Over the years that simple list grew unwieldy with hundreds of questions so I dumped it into a Word doc and then got the bright idea to turn it into an ebook for B2B CMOs -- the only one of it's kind.
Customer Journey Maps and Buyer PersonasGoodbuzz Inc.
Today’s buyers have more ways to interact with businesses than ever, but this increase in communication channels and platforms doesn’t necessarily translate to a positive customer experience: Only 22 percent of consumers say the average retailer understands them as an individual, and only 21 percent say the communications they receive from the average retailer are “usually relevant.”
Buyers have so much information available to them that they typically have already made 60% of their purchase decision before even talking to a sales rep. We need to change our sales process in order to support the buying process. Learn how to make this transformation by providing a relevant, personal, and delightful experience for each of your prospects from start to finish!
This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification
Customer experience is basically a universal
consequence of the association between a brand and
its client. All subdivisions of an organization
communicate with their clienteles from its individual
viewpoint. Customer Experience Management is a
course of observing and inventing the communication
with consumers from their point of view.
Delivering on the Promise of Customer-Centricity - Precima & US Foods at FMI ...Graeme McVie
Retailers that satisfy the needs of customers will win in the market but too often customer-centricity fails to deliver on its promise. Precima client, US Foods, is a great example of an organization that has truly delivered on the promise of customer-centricity and they share a case study on customer-centricity in the attached presentation that was originally presented at FMI Connect 2016.
A Quick-Results Method for Moving Up the S-Curve and Improving Customer Service.
Widely proven: Fast, Effective and Affordable (under $10K)
Identifies customer touchpoints or Mopment Of Truth (MOT)
Brings Customer Focus to each MOT.
Improves the customer experience to help bolster loyalty and profits.
Description of the S-Curve.
How do I do the workshop? Methodology and Deliverables.
Link to quick self assessment of your service, plotted on the S-Curve.
Also visit www.CustomerExperienceWorkshop.net
5 Steps Guide to Building a Customer Centric CompanyCustomericare
Many companies claim to be customer centric nowadays but very few really are. Here's a simple guide to help you be one of the few truly customer-centric companies out there.
Bonus: checklists to download, print and share (no email needed, just grab them in the slides)
What is customer experience and why is shaping brands of today? How can you transform your business' customer experience strategy? Learn best practices for attracting new customers and encouraging customer loyalty.
How to create Design Strategy for a brandbala murugan
Method of creating Design Strategy with pictorial example
- factors to be consider
- analyze them with the right person
- Creativity Vs Research
- Who is the expert?
- The selling factor
- What is design strategy and what it includes?
Content marketing has given small businesses in Cyprus the opportunity to become their own publishers of news and content. It has leveled the playing field between small and large businesses due to the fact that it’s now affordable for all of us to publish and curate content. But the challenge that many businesses usually face is finding the time and developing a mindset to create a consistent flow of new, interesting information.
Building A Customer Journey Map PowerPoint Presentation SlidesSlideTeam
Presenting this set of slides with name - Building A Customer Journey Map Powerpoint Presentation Slides. This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with seventeen slides is here to help you to strategize, plan, analyse, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Building A Customer Journey Map Powerpoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization.
Sometimes SaaS companies are so focused on creating and improving the product, they neglect marketing it and improving the sales funnel. Companies without a marketing, PR, or growth team especially neglect it. Here, you'll learn five ways to increase your B2B SaaS revenue today.
Join CX University's Mohamed Latib and SPLICE Software's Janelle Boris as they share their expertise in creating a robust customer centric program within your organization that will increase positive customer and employee experiences.
The purpose of this deck is two-fold:
1. provide key insights on how to build a highly effective and predictable demand gen engine
2. provide a template for a monthly demand gen dashboard that tracks the value/ROI of your actions
There are numerous other key metrics that are essential for marketing to track but are not represented in this template such as customer experience [NPS, CSAT, etc.], brand recognition & affinity, website analytics, email analytics, PR share of voice, ad campaign effectiveness, and so on and so on.
Additionally, this dashboard is not intended to replace a full sales pipeline dashboard but rather to provide insights on how marketing is contributing to sales effectiveness and revenue.
Increasing your website’s traffic is already a time-consuming task that will take up enough of your time. So, you need to make sure that traffic converts into sales, right?
Thankfully, there are drop-dead simple ways of capturing attention, boosting conversion rates, and ultimately, maximizing your profits without breaking the bank, or spending a lot of time tweaking your traffic campaigns.
In fact, the conversion-boosting hacks featured in this report are ones that you can easily implement into your existing website without spending more than a couple of hours tightening up a few weak areas so that you can transform your business in just a matter of a few short days. Does that sound like something you’d be interested in?
501 Questions Every B2B CMO Needs To AskTodd Ebert
Taking the reins as a new CMO can be daunting. You need learn all about the company, strategies, markets, products, customers, personas, buying journeys, competitors, processes, technologies, etc. -- not to mention all the myriad details about the marketing team, brands, plans and budgets. What does the marketing team do well? What do they not do well? What do they not do at all?
You've got just a few months to gather all the information, analyze it, identify gaps, develop your plan and present it to the CEO and Board.
Having gone through this process several times, I created an Evernote list with questions to ask in order to be thorough in gathering all the information. Over the years that simple list grew unwieldy with hundreds of questions so I dumped it into a Word doc and then got the bright idea to turn it into an ebook for B2B CMOs -- the only one of it's kind.
Customer Journey Maps and Buyer PersonasGoodbuzz Inc.
Today’s buyers have more ways to interact with businesses than ever, but this increase in communication channels and platforms doesn’t necessarily translate to a positive customer experience: Only 22 percent of consumers say the average retailer understands them as an individual, and only 21 percent say the communications they receive from the average retailer are “usually relevant.”
Buyers have so much information available to them that they typically have already made 60% of their purchase decision before even talking to a sales rep. We need to change our sales process in order to support the buying process. Learn how to make this transformation by providing a relevant, personal, and delightful experience for each of your prospects from start to finish!
This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification
Customer experience is basically a universal
consequence of the association between a brand and
its client. All subdivisions of an organization
communicate with their clienteles from its individual
viewpoint. Customer Experience Management is a
course of observing and inventing the communication
with consumers from their point of view.
Delivering on the Promise of Customer-Centricity - Precima & US Foods at FMI ...Graeme McVie
Retailers that satisfy the needs of customers will win in the market but too often customer-centricity fails to deliver on its promise. Precima client, US Foods, is a great example of an organization that has truly delivered on the promise of customer-centricity and they share a case study on customer-centricity in the attached presentation that was originally presented at FMI Connect 2016.
A Quick-Results Method for Moving Up the S-Curve and Improving Customer Service.
Widely proven: Fast, Effective and Affordable (under $10K)
Identifies customer touchpoints or Mopment Of Truth (MOT)
Brings Customer Focus to each MOT.
Improves the customer experience to help bolster loyalty and profits.
Description of the S-Curve.
How do I do the workshop? Methodology and Deliverables.
Link to quick self assessment of your service, plotted on the S-Curve.
Also visit www.CustomerExperienceWorkshop.net
5 Steps Guide to Building a Customer Centric CompanyCustomericare
Many companies claim to be customer centric nowadays but very few really are. Here's a simple guide to help you be one of the few truly customer-centric companies out there.
Bonus: checklists to download, print and share (no email needed, just grab them in the slides)
What is customer experience and why is shaping brands of today? How can you transform your business' customer experience strategy? Learn best practices for attracting new customers and encouraging customer loyalty.
How to create Design Strategy for a brandbala murugan
Method of creating Design Strategy with pictorial example
- factors to be consider
- analyze them with the right person
- Creativity Vs Research
- Who is the expert?
- The selling factor
- What is design strategy and what it includes?
Content marketing has given small businesses in Cyprus the opportunity to become their own publishers of news and content. It has leveled the playing field between small and large businesses due to the fact that it’s now affordable for all of us to publish and curate content. But the challenge that many businesses usually face is finding the time and developing a mindset to create a consistent flow of new, interesting information.
Cómo Causar Una Buena Impresión Utilizando El Marketing de ContenidosClikéalo WSI
El marketing de contenido ha dado a las pequeñas empresas la oportunidad de editar y publicar sus propias noticas y contenidos. Se ha nivelado el terreno de juego entre las empresas pequeñas y las grandes debido a que ahora es asequible para todos publicar y curar contenido. Sin embargo, el desafío que enfrentan muchas empresas, por lo general, es encontrar tiempo y desarrollar la mentalidad necesaria para crear un flujo constante de información nueva y relevante.
En el pasado, hacíamos conjeturas sobre el tipo de contenido necesario para las empresas pero esta estrategia está basada en un enfoque de ensayo y error, conduciendo a la creación de contenido que sólo es leído por unas pocas personas.
Para alcanzar el éxito es necesario agregar valor. ¿Cómo? Elaborando contenido que ayude a su cliente ideal a solucionar sus problemas y desafíos típicos. Como resultado, su empresa se convertirá en un referente, demostrando autoridad sobre el asunto en cuestión.
Si desea posicionarse como un experto y aumentar su esfera de influencia a través de un plan de marketing de contenidos eficaz para su negocio, póngase en contacto hoy mismo con nosotros. Si lo prefiere puede llamarnos al +52 (55) 5668 0442 o escribirnos a info@clikealowsi.com
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
Having compelling and relevant content is indeed very important, and there are different ways to determine what content to create. But that’s only part of the picture. In this eBook, we are going to explore how to use your content to generate high quality leads. In the following pages, you’ll learn how to revolutionize the way you build, execute and measure your content marketing strategies
using Microsoft Dynamics CRM by creating a collaborative and complete content marketing campaign.
Content Marketing: A definitive guide for 2022steeve jonsons
By using content marketing, you can win the hearts of your audience.
Create an immersive experience for potential customers so they can see
how your product or service solves their problems or fulfills their desires.
Do this, and you'll get more sales.
All You Need to Know About Content Marketingsangerarayal
As more and more marketers have begun to realize the power of digital marketing, content marketing has quickly become the name of the game.
While many may be under the mistaken impression that it all comes down to posting content on your business website, it is much more.
It’s time for some tough love: If your content marketing isn’t performing as well as you expected it to, it’s probably not the discipline’s fault — it’s yours. Content marketing works — we’ve seen the success stories from dozens of businesses, large and small. But it’s not a “set-it-and-forget-it” kind of
technique. It takes time, dedication, and a solid plan right from the start. It also takes flexibility and the willingness to continually tweak your formula so that you’re always getting peak performance. If your content marketing program is bringing in leads, engaging prospects and customers, and achieving strong ROI, then this e-book isn’t for you. But if you are running into problems that are keeping you from reaching the success you deserve, it might be time to take out your chemistry kit and make some adjustments to your formula.
Because every troubleshooting expedition can use a map, we’ve gathered some helpful guidance from Neil Patel — founder of KISSmetrics, and one of CMI’s most prolific and experienced contributors. Neil’s words of wisdom can help you overcome the barriers to success and get back on the right path.
In 2013, Content Marketing Institute released its first Content Marketing Framework. At the time, its purpose was to serve as a high-level view of the principles that govern the world of brand storytelling. Since then, CMI has worked with more than 100 brands, helping them put these core principles into practice. These partnerships have taught us a lot about which parts of the framework worked, which didn’t, and where we still needed to provide greater clarity and transparency. To reflect the insights we gained – as well as the many shifts that have occurred across the entire digital ecosystem – we’ve streamlined our original discussion, and have added a distinct new process model to each node. What follows is our redesigned Content Marketing Framework.
A 10 Step Blueprint To Content Marketing SuccessNewsCred
58% of content marketers plan to increase their budgets to create more content over the next year. If you're one of those marketers that's great, but do you know where to start? How do you create a team, plan to create great content, and scale it efficiently? We created the "10 Step Blueprint To Content Marketing Success" for marketers who are considering a content strategy and those who already have a content marketing system in place but are struggling with the strategy and process.
The Science of Building Actionable Buyer PersonasScripted.com
On Thursday, November 5th, the experts and LeadGenius and Scripted discussed how to develop data driven buyer personas for better lead generation and content marketing.
Throughout the 60 minute webinar, VP of Sales at LeadGenius, Ryan Williams, Co-Founder of Scripted, Ryan Buckley, and Director of Marketing at Scripted, Eric MacColl talked about:
Using data from your CRM to build in-depth buyer personas
Refining, iterating, and testing your ideal customer profiles
Creating effective content for each buyer stage
How get started with content creation
Lessons learned from LeadGenius customers
Slide deck from the Digital Matter video tutorial series on content marketing: how to think as a marketer and not as a blogger when designing a marketing strategy based on content.
Content Marketing for the Life SciencesChris Conner
Manage your content marketing like a product. Why start from scratch on every campaign? You'll save a lot of effort by creating a collection of content that serves your customers and then adding functionality (new content) on a regular basis.
This SlideShare shows you why it's a good idea and what you need to get started.
Robert M. Stein's resume current as of August 24th, 2018. 13 Years Experience Implementing SEO and Google AdWords Management. An expert SEO & Google AdWords consultant in Connecticut operates his consultancy under the business name Connecticut SEO Experts. This resume is provided as a sample SEO and PPC resume template.
Professional, reliable and multi-tasking eCommerce, Internet & Search Engine Optimization specialist seeks position to utilize my analytical, statistical and creative experience, knowledge and skills. Google Adwords certified with a ten year background in PPC, SEO & Social Media. Experienced in the creation of over 50 WordPress websites. Highly experienced with Google Analytics analysis and reporting, Adwords tag creation and SEO research.
Solid Google Search Engine Marketing knowledge implementing and managing SEO, Google Adwords, Google Analytics, Bing, Facebook & Twitter accounts including content creation, keyword and competitor research, link building and publishing to social channels.
Established Google, Facebook, Twitter and in-house website strategies.
Used analytics on a daily basis to analyze web site traffic data to build up current channels and discover new ones.
Involved in the start-up of TicketNetwork, a Stubhub competitor. Made daily, weekly and yearly sales projections using market research and past revenue figures.
Handed the keys to a hastily constructed Google Adwords account on day one and built it up to become a major Google advertiser with significant spends in the tens of thousands of dollars monthly while continually improving campaigns and discovering new channels to increase ROI and ROAS.
Have attended Internet marketing conferences and have experience networking and meeting with vendors in the Internet Marketing realm.
Italy Agriculture Equipment Market Outlook to 2027harveenkaur52
Agriculture and Animal Care
Ken Research has an expertise in Agriculture and Animal Care sector and offer vast collection of information related to all major aspects such as Agriculture equipment, Crop Protection, Seed, Agriculture Chemical, Fertilizers, Protected Cultivators, Palm Oil, Hybrid Seed, Animal Feed additives and many more.
Our continuous study and findings in agriculture sector provide better insights to companies dealing with related product and services, government and agriculture associations, researchers and students to well understand the present and expected scenario.
Our Animal care category provides solutions on Animal Healthcare and related products and services, including, animal feed additives, vaccination
Meet up Milano 14 _ Axpo Italia_ Migration from Mule3 (On-prem) to.pdfFlorence Consulting
Quattordicesimo Meetup di Milano, tenutosi a Milano il 23 Maggio 2024 dalle ore 17:00 alle ore 18:30 in presenza e da remoto.
Abbiamo parlato di come Axpo Italia S.p.A. ha ridotto il technical debt migrando le proprie APIs da Mule 3.9 a Mule 4.4 passando anche da on-premises a CloudHub 1.0.
Understanding User Behavior with Google Analytics.pdfSEO Article Boost
Unlocking the full potential of Google Analytics is crucial for understanding and optimizing your website’s performance. This guide dives deep into the essential aspects of Google Analytics, from analyzing traffic sources to understanding user demographics and tracking user engagement.
Traffic Sources Analysis:
Discover where your website traffic originates. By examining the Acquisition section, you can identify whether visitors come from organic search, paid campaigns, direct visits, social media, or referral links. This knowledge helps in refining marketing strategies and optimizing resource allocation.
User Demographics Insights:
Gain a comprehensive view of your audience by exploring demographic data in the Audience section. Understand age, gender, and interests to tailor your marketing strategies effectively. Leverage this information to create personalized content and improve user engagement and conversion rates.
Tracking User Engagement:
Learn how to measure user interaction with your site through key metrics like bounce rate, average session duration, and pages per session. Enhance user experience by analyzing engagement metrics and implementing strategies to keep visitors engaged.
Conversion Rate Optimization:
Understand the importance of conversion rates and how to track them using Google Analytics. Set up Goals, analyze conversion funnels, segment your audience, and employ A/B testing to optimize your website for higher conversions. Utilize ecommerce tracking and multi-channel funnels for a detailed view of your sales performance and marketing channel contributions.
Custom Reports and Dashboards:
Create custom reports and dashboards to visualize and interpret data relevant to your business goals. Use advanced filters, segments, and visualization options to gain deeper insights. Incorporate custom dimensions and metrics for tailored data analysis. Integrate external data sources to enrich your analytics and make well-informed decisions.
This guide is designed to help you harness the power of Google Analytics for making data-driven decisions that enhance website performance and achieve your digital marketing objectives. Whether you are looking to improve SEO, refine your social media strategy, or boost conversion rates, understanding and utilizing Google Analytics is essential for your success.
APNIC Foundation, presented by Ellisha Heppner at the PNG DNS Forum 2024APNIC
Ellisha Heppner, Grant Management Lead, presented an update on APNIC Foundation to the PNG DNS Forum held from 6 to 10 May, 2024 in Port Moresby, Papua New Guinea.
Instagram has become one of the most popular social media platforms, allowing people to share photos, videos, and stories with their followers. Sometimes, though, you might want to view someone's story without them knowing.
1. Lean
How to Create Content on a Budget
MARKET
CONTENT
NG
IDEATION
BLOGS EMAIL
CONTENT
TEAM
EBOOKS
INFOGRAPHICS
VIDEO
eBook
IDEATION
BLOGS EMAIL
CONTENT
TEAM
EBOOKSREPORTS
INFOGRAPHICS
VIDEO
2. Lean Content Marketing 01
Content is king. If you’re a modern marketer, you know why—
it is the fuel for your lead generation and nurturing programs, driving
leads through your funnel to become customers.
But getting your content machine up and running
is tough, and the idea of regularly creating
quality content can make marketers break into
a cold sweat. Why? Because many marketers,
in both large organizations and small, lack the
budget, resources, and time to implement a
content strategy that can truly drive leads through
all stages of the funnel.
Luckily, by learning to leverage the resources
you already have and doing more with less,
even marketers with limited resources can start to
create the content needed to fuel demand.
This ebook goes through tried and true
strategies for lean content marketing—
so you can extend the value of all your
thought leadership.
Introduction
3. Lean Content Marketing 02
In the interest of saving time, we’ll spare you the long and drawn out
explanation of why content is so important. But, for the sake of being
thorough, we do want to give you a quick breakdown.
Today’s buyer is different. A pitch from the
sales team is no longer the first contact a buyer
has with your company. Instead, due to the
abundance of information on the internet, your
buyers will do their own research first. In fact,
66–90% of the buyer’s journey is complete
before he or she even reaches out to a sales
person. So, it is your job as a marketer to help
your customers self-educate through their buying
journey. High quality, educational content
marketing helps you become a trusted resource
for your buyer. It helps your brand stand out from
the noise, and it also reduces risk for the buyer
because you are creating a lasting relationship.
But as we’ve said, many marketers worry that
creating great content is an uphill battle. Where
do you even start?
A Short Explanation
of the buyers journey is complete
before he or she even reaches out
to a sales person.
4. Lean Content Marketing 03
First you need to craft the perfect team—the people or person who
will project manage, create, curate, and distribute your content to the
rest of your marketing department.
Ideally, you would have at least one person to
own the function of content marketing. Why?
There is a lot of strategy, project management,
and creative skill that goes into making sure your
content is consistent, on brand, and on schedule.
In our experience, teams that don’t have content
owners tend to fall short.
However, we know that many companies don’t
have the budget or resources for dedicated
headcount. If you find yourself in this situation,
make sure that you at least have a member
on your team who takes responsibility for your
content. It is important that whoever owns
content creation be a content consumer, a great
communicator, and an excellent project manager.
Crafting the Perfect Content Team
5. Lean Content Marketing 04
Chief Content Officer
This person has many titles. Some
companies have embraced content
marketing enough to have their own
C-level title—Chief Content Officer.
Other companies might have a Director
of Content. And some companies will
make their content strategy part of
Product Marketing, Corporate
Marketing, or Demand Generation.
Your CCO’s responsibilities
could include:
• Owning the story of the business
• Content final approval
• Audience development and
influencer relationships
• Measurement and
business accountability
Here’s how we think of the ideal content
team structure at Marketo:
Managing Editor
This is a critical role for content
management. We advise that you hire
someone solely devoted to content if you
really want strategic consistency. However,
if your budget is tight and you don’t have
the headcount, these responsibilities should
at least be part of a Campaign Manager
or Program Manager role.
Your Managing Editor’s responsibilities
could include:
• Content strategy
and creation
• Vendor coordination
• Content production
• Content calendaring
• Consistency
in messaging
• SEO
• Content publishing
• Blog Management
Crafting the Perfect Content Team
6. Lean Content Marketing 05
Content Creators
In addition to your CCO and Managing
Editor, who else is creating content for your
organization? You want content creation to
become part of your organizational culture. The
more people you have helping to create content,
the better and more informed your content assets
can be. You can also leverage outside vendors
as extensions of your content team. The more
you leverage those within and without your
organization, the easier it will be to create a
robust content strategy with a lean team.
Crafting the Perfect Content Team
7. Lean Content Marketing 06
Outsourced Writers:
You may need to outsource some of your writing if
you don’t have the internal bandwidth. There are
many content marketing agencies that can write
copy for you; if you are on a limited budget, you
can explore a service such as Scripted, which
connects you with low-cost writers who bid on
your projects.
When looking for additional content
creators, consider the following:
Team Members:
Content creation and writing should be an
important skillset for your marketing hires.
Leverage other team members’ expertise and
hold them accountable for creating content.
Consider including content creation in your
team’s job descriptions.
Internal Subject Matter Experts (SMEs):
You need to create content about various aspects
of your organization and business expertise,
and you simply can’t be an expert on everything.
That’s why it is critical that you leverage members
of your organization who are experts—your
Subject Matter Experts.
Note that your SMEs don’t necessarily need to be writers.
Your goal as a content marketer is simply to soak up their
knowledge. The best way to work with SMEs? Set up an
information sharing session (or “brain dump) for between 30
minutes and an hour, in which you or another writer can jot
down thoughts and record the SME’s particular knowledge.
Crafting the Perfect Content Team
8. Lean Content Marketing 07
Internal and Outsourced Design Agencies:
Your content needs to be designed, even if only
at a very basic level. If you are lucky enough to
have an internal design resource, take advantage
of his or her expertise. To save time, your design
team can simply create and reuse a template.
Alternatively, you can supplement your team with
outsourced design firms. Much like outsourcing
writers, you can use sites like 99designs to access
low-cost design resources. Also consider hiring on
an intern who is interested in learning more about
content design.
Partners, Customers, and Thought Leaders:
We encourage you to think outside of the box
when it comes to content creation and leverage
resources within your community. At Marketo, we
frequently use partners, customers, and thought
leaders to help create additional content. Just
remember, it usually is a give and take—one
party writes, the other designs, both edit, etc.
Make sure you come up with some guidelines
before engaging with a third party.
Crafting the Perfect Content Team
9. Lean Content Marketing 08
Another powerful technique for getting more content is to incentivize
contribution to your blog, ebooks, or other types of content.
At Marketo, we set up a formal internal blog program including
tiered prizes.
The more blog posts an employee writes, the
more prizes they are eligible for. If you have some
budget, it’s a great idea to put some high-value
incentives to this program—ie. giftcards, ipads,
beats headphones, or whatever you think your
colleagues would like. However, you don’t need
a big budget to make it fun! Think about giving
away company swag items—branded water
bottles, t-shirts, blankets etc. Or give away a day
off, a group pizza party, etc. The key here is to get
creative and gamify your content contribution.
Content Contribution Incentives
$50
10. Lean Content Marketing 09
You have a team, now you need to plan. What are you going to
create? What are your themes? When will you launch each asset?
And so on. By creating a baseline plan, you can more easily allocate
your resources to the best projects, instead of engaging in “random
acts of content.”
Buyer Persona and Buyer
Journey Creation
The first step to planning out your content is
creating buyer personas and buyer journeys.
A buyer persona is a fictional profile of your
customer. Most companies will have more than
one persona. A buyer journey consists of the steps
that your persona takes before he or she makes
a purchase decision. This usually maps to your
sales funnel.
The best way to create your buyer personas and
journeys is to set up informational interviews with
the following people:
• Current customers (both happy and unhappy)
• Prospects
• Former customers
• Your sales teams
• Your customer service teams
Content Planning
1monday
11. Lean Content Marketing 10
And you want to ask questions that address
the following:
Background: basic details about your ideal
customer and his or her company
Job Details: key job responsibilities, likes and
dislikes about job
Goals: persona’s primary goals
Challenges/Pain Points: your persona’s challenges
and the emotions that accompany them
Preferred Content Medium: how your persona
consumes content, and what sort of content he
or she consumes
Objections: the objections you anticipate from your
persona during the sales process
Quotes and Ideal Marketing Messages: bring your
persona to life with actual quotes and make sure to
craft messaging that resonates with him or her
Once you have all of those details, you can create your personas and your buyer journey. Your buyer journey
might look like this example below:
Not in
the market
Buying
Phase
Key Buyer
Actions
Stimulated Options Evaluation Final Approval Implementation
Preferred
Recommendation
Problem
Definition
Observe Market
Trends
Track
Competitive
Activity
Event Occurs
Problem Surfaces
Problem Studied
Consequences of
Problem
Identified is is
worth solving
Can it be solved
What Options
are Available
Identify and
involve
stakeholders
Research
possible options
Establish
functional
requirements
Draft ROI
Explore
promising
options
Narrow down
the list of options
Reconfirm
functional
requirements
Refine the
business case
Conduct detailed
evaluation of
short listed
options
Secure
stakeholder
consensus and
preferred option
Finalize the
business case
Finalize
contractual and
commercial terms
Check references
Reconfirm
decision
Finalize internal
request to
purchase
Submit final
proposal to
formal approval
process
Implement
chosen solution
Acheive expected
benefits
Validate decision
to buy
Content Planning
12. Lean Content Marketing 11
Generating ideas on a consistent basis is reportedly one of the biggest
content marketing challenges. Luckily, understanding your persona and
walking in his or her shoes throughout the buying journey gives you a
leg up when determining what topics to write about.
To get you brainstorming about your next content
piece, here are our suggestions:
• Engage your organization and ask them what
the hot topics in your industry are
• Listen on social channels to see what your
network is talking about
• Interview customers to find out what they want
to hear from you
• Send out a survey to your database to
determine what is top-of-mind
• Do some research to determine the hot topics
and trends
• Create content that maps to your SEO priorities
and keywords
• Create content that maps to business priorities
and product launches
Content Arcs and Themes
A good way to organize your content is to work
with business stakeholders to create quarterly
or bi-yearly themes, or “content arcs”. Each arc
has its own messaging and is assigned a set of
assets over a period of time. For instance, if we
were planning a social marketing content arc at
Marketo, we would make sure we had messaging
baked and a solid plan for delivering social
marketing content over a period of time. This
helps us drive home our corporate initiatives.
Ideation
13. Lean Content Marketing 12
Your buyer journey outlines the process your buyers go through when
making a purchase decision. Typically, this maps well to your sales
funnel, which you can typically break up into early, mid, and late
stage content.
Early stage content should be purely educational—no mention of your product, just
thought leadership. Mid stage content should also be educational, but it can include
some product-specific information, as long as it is helping to solve a pain point. And
late stage content shows true buying intent—this is content that talks about the benefits
of your product or solution.
Mapping Content
Awareness Knowledge Liking Preference Conviction Purchase
Early Mid Late
14. Lean Content Marketing 13
Our early stage assets are purely educational and/
or trend related. You can see in the example that we
have an ebook about sharing contagious content
on Facebook, and our big marketing activity book.
Neither asset is tied closely to marketing automation,
but the assets each speak to our persona as a whole.
The next row of examples illustrate our mid stage
content. This is content that shows more buying
intent because the subject matter is more closely
related to marketing automation. In this example
we have our marketing automation internal selling
PowerPoint template (this is for marketing teams trying
to get stakeholder buy-in for marketing automation
throughout their organization), and we have an ROI
calculator that helps marketers determine the ROI of
marketing automation.
Lastly, we have our late stage content—content like
customer testimonials, pricing sheets, and data sheets.
When a prospect downloads one of these assets, this
signals that the prospect is potentially ready to make
a purchasing decision.
By mapping your content to the buyer journey and
funnel stages, you can ensure that you are speaking
to your persona at every stage, as he or she self-
educates through the purchasing process.
Take a look at this example of Marketo’s own content mapping:
Early Stage
Mid Stage
Late Stage
Mapping Content
15. Lean Content Marketing 14
Once you have curated your content team, created your personas and
journeys, and determined your organizational content themes or arcs,
it’s time to get creating! And as a marketer on a budget, you’ll need to
have lean content creation tactics in your back pocket if you want to
get more out of less. And we assure you, it can be done!
Turkey Dinner Analogy
One of our favorite lean content analogies is “the
turkey dinner” popularized by Rebecca Lieb from
Altimeter group. Essentially, she recommends that
marketers create one “big rock” piece of content
and slice and dice it to create “leftovers”. The
turkey is the time-consuming main course, but
everyone can eat the leftovers for days!
The idea is that is you have one large ebook or
report, you can leverage it to create additional
content. Simply break your large asset up into
smaller chunks.
Lean Content Creation
videos
webinars
infographics
blogs
slide
presentations
16. Lean Content Marketing 15
Everyone likes to consume content in different ways. You might like
to read an ebook, while the person sitting next to you might want to
watch a video. Slicing and dicing your content in the same way you’d
slice up leftover turkey enables you to stretch your content and do way
more with less. Just get creative!
Let’s take a look at one of Marketo’s Definitive
Guides, The Definitive Guide to Lead Generation,
as an example. This is one of our “big rock”
pieces, in that it took a lot of time and internal
effort to create. This particular guide is 160
pages long.
Slicing and Dicing
17. Lean Content Marketing 16
From this guide we created
multiple ebooks, simply by slicing
up chapters that we thought
people would be interested in
reading separately.
Each of these ebooks got separate
social promotion, both organic and
paid, and we included each of these
ebooks in our demand generation mix.
We also create cheatsheets from
our Definitive Guide content.
These consist of smaller tidbits of
information or any checklists we
have included in the guide.
From there, we start to think about any visual assets, like a slide deck,
activity book, video, or infographic we might be able to create.
Slicing and Dicing
18. Lean Content Marketing 17
From this asset, we created an infographic called “How to Define the Lead of
Your Company’s Dreams”, again using content and stats taken directly from
the guide. We also took content from the guide and created a workbook that
readers could fill in.
Slicing and Dicing
19. Lean Content Marketing 18
And then we also made a music video called “Gotta Get Lead Generation”
which was a lot of fun and entertaining for our audience. Again, using the
same content from the guide.
Just a note—we know that videos can be
expensive to create, however you can
do them on a budget! This video was
created using our office as the set and our
marketing department as the actors. You
can also consider making quick cell-phone
videos or Vine videos.
Slicing and Dicing
20. Lean Content Marketing 19
We also create blog posts from Definitive Guide content. These can be
taken directly from the copy of your initial asset. Just remember to link to
your asset in the post to prompt downloads!
Slicing and Dicing
21. Lean Content Marketing 20
Repurposing, the technique of turning one type of content into another, is
another great way to stretch the value of your already-created content.
Say your demand generation team is looking
for an ebook to do a program send around lead
nurturing. You look at your resources center and
realize you don’t have any ebooks or reports
about the topic. But you do have a blog post that
you wrote a few weeks ago. Simply repurpose
that blog post into an ebook. You’ll quickly have
a downloadable piece of content to send out in
demand gen programs.
Repurposing
22. Lean Content Marketing 21
Let’s take a look at an example:
Next, we realized that we needed content
around the same topic for some of our demand
generation programs, so we took the exact
content from this blog post and created
an ebook!
First, we created a blog post, “Who, What,
and Where Can You Personalize? Real-Time
Personalization is Simpler than You’d Think”,
to support Marketo’s Real-Time Personalization.
Repurposing
23. Lean Content Marketing 22
Or what about repurposing a webinar into an ebook? Webinars are a
fantastic resource for content. Don’t hesitate to take your webinar
recording and create an ebook or a series of blog posts.
You can use the concept of repurposing for so
many content types. Here is a quick list of ways
to repurpose, to help get the gears moving:
• Blog to ebook
• Blog to slide deck
• Blog to infographic
• Webinar to ebook
• Webinar to podcast
• Podcast to ebook
• Infographic to slide deck
• Ebook to slide deck
• Ebook to infographic
• Ebook to blog post
• Ebook to video
• Ebook to cheatsheet
Repurposing
24. Lean Content Marketing 23
Content marketing is tough for any marketer, and it is even tougher
when you have a small budget or constrained resources.
But that doesn’t mean that marketers without
huge teams or budgets shouldn’t bother with
content marketing—it just means those marketers
need to do more with less. By assigning roles,
mapping content to buyer personas and buying
journeys, and becoming experts at repurposing
your existing assets, you can master lean content
marketing. You might be surprised by the
difference a bit of strategy (along with creativity)
can make.
Conclusion