The document discusses how marketers need to understand customer context and journeys in order to match their messaging to the appropriate stage in the buying process. It notes that 65% of B2B buyers are frustrated by inconsistent content experiences. Marketers must lead with experience and purpose rather than just product and brand. The document provides questions to help identify customer context and outlines how to create personas that address different contexts through title, introduction, and conclusion pivots or industry pivots. It also discusses using content hubs and contextual clues to invite customer bingeing and sharing of content.

1. Creating Connected
Experiences
With a strategy for context

2. 2
Your Speakers
❑ Ardath Albee
CEO, Marketing Interactions, Inc.
• B2B marketing strategist
• Storyteller, blogger teacher, author
• Renowned speaker
❑ Matt Dion
❑ CEO, Mintent
• Content marketing thought-leader
• Speaker
• Management and board experience for a
variety of marketing and tech companies

3. 3The new reality for Marketers
• The role is bigger - marketers
need to drive customer
experience, brand awareness
and revenue
• Marketers need to show the
impact they are having on the
organization
• Need to consider alternate
messaging to match every
stage of the buying journey

4. 4Match the messaging to the buying stage
• Marketing seeks to meet customers when they are open to
influence.
• Today, the funnel concept is fuzzy- explosion of product choices
and digital channels, coupled with emergence of an increasingly
well- informed customer.
• Marketers need to now understand the customer journey and
direct their spending and messaging to moments of max
influence- reaching customers at the right time with the right
message.

5. 5
Content waste
❑ 65%
❑
of B2B buyers are frustrated by inconsistent content
experiences.
❑ Source: McKinsey

6. 6
Experience & Purpose
Marketers must lead with
experience & purpose,
not product & brand

7. 7Setting the Stage
Context sets the stage for understanding audiences.
❑Before
❑After

8. 8
❑ Every time your buyer interacts with you, their context should shift…
Context

9. 9
Jobs to be Done
What your buyer
hopes to
accomplish.

10. 10Questions to Help Identify Context

11. 11
A Day in the Life of Your Persona
• Context for the objective/problem
• Relationships with stakeholders
• What’s getting in the way
• What’s important to them
professionally

12. 12
Half empty, or half full?

13. 13
❑ Professional Attributes
• Time in career
• Personality traits (mentor, detail oriented,
creative)
• Background (where did they start, did they
change jobs a lot?)
• Influencers (boss, peers, ego)
• Frustrations
• How peers view them
• Where do they want to go in career? (climb
the ladder, leave a legacy)

14. 14
Addressing Context with Persona Pivots
• 2 personas
• New title
• New intro & conclusion
• Same body copy
• Different tags, keywords

15. 15
Addressing Context with Industry Pivots

16. 16
Engagement Scenarios for Execution
Content marketing is about creating connected experiences that
result in a mutually beneficial outcome. ❑ Scenario 2

17. 17
Answering: What’s Next?

18. 18
Answering: What’s Next?

19. 19

20. 20
Content Preferences Survey 2016
Curb the sales messages
Package related content together
Focus less on product specifics and
more on value
❑ 93%
❑ 93%
❑ 92%

21. 21
Bingeing
Visualize
workflow.
❑ Most websites impede bingeing…

22. 22
Bingeing
Visualize
workflow.
❑ Use content hubs to invite bingeing & sharing!

23. 23
Problem to Solution Hub
Visualize
workflow.

24. 24Contextual Clues
Infer meaning from
content accessed
and patterns of
behavior.

25. 25
• 99% say it’s important
• Only 46% say they’re doing it
= HUGE OPPORTUNITY!
Creating More Valuable Content for Customers
❑ Source: Forrester: Expectations vs. Experiences 2016

26. ❑ 26
❑ Thank you! Questions?
❑ Contact us at:
❑ matt@getmintent.com
❑ ardath@marketinginteractions.com