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Priority Content Planning

With 3-D Content Mapping!


Presenter: Micky Long, Vice President & Practice Director-Lead Nurturing, Arketi Group!
Speaker!
•  Micky Long - Vice President and Practice Director,

   Lead Nurturing, Arketi Group#
Agenda!
•    3-D Content mapping defined#
•    Getting to know your prospects#
•    Map to buy stage#
•    Create, curate, cultivate#
•    Putting it together#
•    Where to start#
•    Questions#
3-D Content Mapping!
Top Content Challenges!
                                    0#
                                   1%#

                             7%#

                    12%#

                                                42%#             Engaging	
  content	
  
                                                                 Enough	
  content	
  
                 18%#
                                                                 Budget	
  	
  
                                                                 Lack	
  of	
  exec	
  buy-­‐in	
  
                                                                 Content	
  variety	
  
                                                                 License	
  budget	
  
                               20%#




   B2B Content Marketing: 2012 Benchmarks, Budgets and Trends Profs/Content Marketing Institute #
Identified Content Challenges!
•    56% of B2B marketers cite "time and bandwidth" as their biggest challenge
     to creating content, and 53% cite producing truly engaging content.#
•    94% of B2B marketers create new content from scratch, 39% curate third-
     party content, 32% reuse existing content, and just 30% encourage user-
     generated content.#
•     Top performance metrics for content marketers include Web traffic (64%),
     content views and downloads (59%), lead quantity (52%), and lead quality
     (52%).#
•    Only 26% of B2B marketers are actively creating content to feed their
     marketing automation campaign; 56% do not use marketing automation at
     all.#
Defining 3-D Content!
3 Main Components:#


   1    Mapping	
  to	
  pain	
  point	
  


   2    Mapping appropriate content



   3    Mapping to buy cycle
Pain Points Uncovered!
•    Develop personas#
•    Key Questions#



       Who               What   Why
Completed Buyer Persona!
                           “I	
  have	
  3	
  concerns	
  when	
  I	
  sit	
  down	
  at	
  my	
  desk:	
  ‘what’s	
  our	
  cash	
  flow?’	
  
                           ‘what	
  is	
  revenue/customer?’	
  and	
  ‘how	
  efficient	
  is	
  our	
  plant	
  running?’”	
  
                           	
  

                           Brad	
  the	
  CFO	
  
                           Age:	
  45 	
          	
  	
  
                           Educa4on:	
  Bachelor’s	
  (Finance)	
  with	
  most	
  likely	
  an	
  MBA	
  



  About Brad                                                        Goals                                           Words-phrases that           Objections
                                                                                                                    resonate
  •  Reports to CEO                                                 •    Efficiency                                                              •    Cost too much
  •  Has financial responsibility for firm                          •    Less expenses                              •    ROI                     •    Burdensome
  •  Spends too much time on                                        •    Proven ROI                                 •    Proven                       implementation
                                                                    •    Better financial                           •    Financially stable
     compliance/risk mitigation/SOX
                                                                         ratios                                     •    Integrated
  •  Must see fast ROI



  CFO Message                                                       Influencers                                     Proof Points

  •  “Our plant solutions can bring                                 •    Peers                                      •    Avg.20%
     immediate ROI through reduced                                  •    Case studies with                               decrease in
     inventory.”                                                         ROI                                             inventory
                                                                    •    Current clients                            •    30% less waste
  •  “We enhance compliance through
                                                                    •    Analyst firms
     advanced reporting.”
Top Persona-Building Methods!
                        Persona-­‐building	
  methods	
  

   Mining in-house database#                                43%#


   Customer/prospect survey#                                  47%#


            Sales interviews#                                        56%#


Customer/prospect interviews#                                               64%#

                            0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%#
Pain Points Uncovered!
Research comes from anywhere!
•  Sales feedback#
•  Industry publications / reports#
	
  
Pain Points Uncovered!
If you can’t find it, create your own!
       •  Conduct industry surveys#
       •  Survey your database#
	
  
Buy Cycle Integrated!
       Now that we know who they are, it’s time to determine

                 where they are in the buy cycle:!
	
  
             Awareness: Window shopping.


                                  Discovery: Browsing.


                     Validation: Comparing.
Call-to-Action / Content!
To be effective, content must be:!
 •    Relevant#
 •    Varied#
 •    Personal#
                                     Emails with a mix of              Product comparisons,
 •    Fresh#                      industry and product info                 info, offers




                   Industry white papers,               Case studies,                Post-sales communication,
                    educational material             other validation info                 user newsletter
Why Variety Is Critical!
                Content type utilized during business search!

             Podcast#
         Presentation#
          Infographic#
                Video#
              E-book#
            Blog post#
          Case study#
             Webinar#
         White paper#

                     0%#        20%#         40%#           60%#   80%#   100%#

     Source: DemandGen Report, Content Preference Survey#
Reuse!
Reuse!
Start with a white paper, run a podcast, create a video!
Reuse!
Partner with an analyst, run a webinar, highlight in a collateral piece!
Curate (Borrow)!
Content Curation - is a term that describes the act of finding, grouping,
organizing or sharing the best and most relevant content on a

specific issue. #    # 

   #   #    – Courtesy of Rohit Bhargava, Influential Marketing blog!
!
Five Curation Models:#
1.    Aggregation – “Top five tips for success”#
2.    Distillation – shorten and simplify#
3.    Elevation – spot trends from other material#
4.    Mashup – pulling together items to create new POV#
5.    Chronology – Pulling together timeline to show trends#
Curation Tips!
•  Know your market (have we said that before?)#
•  Always be searching#
•  Look for the unusual#
•  Don’t forget to attribute #
•  Commercial tools are available (Curata)#
•  Don’t overlook Google alerts, RSS feeds, LinkedIn discussions, etc.#
Curation Tips!
•  Know your market (have we said that before?)#
•  Always be searching#
•  Look for the unusual#
•  Don’t forget to attribute #
•  Commercial tools are available (Curata)#
•  Don’t overlook Google alerts, RSS feeds, LinkedIn discussions, etc.#
Put It All Into Action!
Well-mapped content can feed highly effective drip marketing programs!

              Industry                      Industry                     Industry                        Industry                    Industry
Awareness    White Paper
                           Response
                                            Webinar
                                                        Response
                                                                        White Paper
                                                                                      Response
                                                                                                         Webinar
                                                                                                                    Response
                                                                                                                                     Podcast
                                                                                                                                                Response
                                       N                                                         N                             N                        N
                               Y                            Y                                                            Y                          Y




              Technical                     Product                      Technical
Discovery                  Response                     Response                      Response                      Return to Pool
             White Paper                   Case Study                   White Paper
                                       N                            N                                N
                                   Y                            Y                            Y




               Vendor                       Product                      Product
Validation      Video
                           Response
                                           Datasheet
                                                        Response
                                                                        Case Study
                                                                                      Response
                                       N                            N                                N
                                   Y                            Y                            Y




               Offer/
               Sales
Prospect Drip Program!
   10%	
  
   Response	
  
   Rate	
  




   20-­‐30%	
  
   Response	
  
   Rate	
  



   40+%	
  
   Response	
  
   Rate	
  
Where To Start!
   1   Hope is not a strategy – build a plan



   2   Enlist all sources



   3   Be realistic with budgets and timelines



   4   Test, test, test – and then test again
Questions!
Contact Info!
                                                                Micky Long            !
                                         Vice President & Practice Director - Lead Nurturing

                                                           Arketi Group

                                                                  

                                                                mlong@arkeL.com	
  
                                                                    @mlong1	
  
                                                                        #
                                                                        #
                                                                        #
                                                                        #
                                                                        #

Pardot™, An ExactTarget® Company

950 East Paces Ferry Road, Suite 300, Atlanta, Georgia 30326#
	
  
404.492.6845 | 877.3B2B.ROI | www.pardot.com!

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Priority Content Planning with 3-D Content Mapping

  • 1. Priority Content Planning
 With 3-D Content Mapping! 
 Presenter: Micky Long, Vice President & Practice Director-Lead Nurturing, Arketi Group!
  • 2. Speaker! •  Micky Long - Vice President and Practice Director,
 Lead Nurturing, Arketi Group#
  • 3. Agenda! •  3-D Content mapping defined# •  Getting to know your prospects# •  Map to buy stage# •  Create, curate, cultivate# •  Putting it together# •  Where to start# •  Questions#
  • 5. Top Content Challenges! 0# 1%# 7%# 12%# 42%# Engaging  content   Enough  content   18%# Budget     Lack  of  exec  buy-­‐in   Content  variety   License  budget   20%# B2B Content Marketing: 2012 Benchmarks, Budgets and Trends Profs/Content Marketing Institute #
  • 6. Identified Content Challenges! •  56% of B2B marketers cite "time and bandwidth" as their biggest challenge to creating content, and 53% cite producing truly engaging content.# •  94% of B2B marketers create new content from scratch, 39% curate third- party content, 32% reuse existing content, and just 30% encourage user- generated content.# •  Top performance metrics for content marketers include Web traffic (64%), content views and downloads (59%), lead quantity (52%), and lead quality (52%).# •  Only 26% of B2B marketers are actively creating content to feed their marketing automation campaign; 56% do not use marketing automation at all.#
  • 7. Defining 3-D Content! 3 Main Components:# 1 Mapping  to  pain  point   2 Mapping appropriate content 3 Mapping to buy cycle
  • 8. Pain Points Uncovered! •  Develop personas# •  Key Questions# Who What Why
  • 9. Completed Buyer Persona! “I  have  3  concerns  when  I  sit  down  at  my  desk:  ‘what’s  our  cash  flow?’   ‘what  is  revenue/customer?’  and  ‘how  efficient  is  our  plant  running?’”     Brad  the  CFO   Age:  45       Educa4on:  Bachelor’s  (Finance)  with  most  likely  an  MBA   About Brad Goals Words-phrases that Objections resonate •  Reports to CEO •  Efficiency •  Cost too much •  Has financial responsibility for firm •  Less expenses •  ROI •  Burdensome •  Spends too much time on •  Proven ROI •  Proven implementation •  Better financial •  Financially stable compliance/risk mitigation/SOX ratios •  Integrated •  Must see fast ROI CFO Message Influencers Proof Points •  “Our plant solutions can bring •  Peers •  Avg.20% immediate ROI through reduced •  Case studies with decrease in inventory.” ROI inventory •  Current clients •  30% less waste •  “We enhance compliance through •  Analyst firms advanced reporting.”
  • 10. Top Persona-Building Methods! Persona-­‐building  methods   Mining in-house database# 43%# Customer/prospect survey# 47%# Sales interviews# 56%# Customer/prospect interviews# 64%# 0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%#
  • 11. Pain Points Uncovered! Research comes from anywhere! •  Sales feedback# •  Industry publications / reports#  
  • 12. Pain Points Uncovered! If you can’t find it, create your own! •  Conduct industry surveys# •  Survey your database#  
  • 13. Buy Cycle Integrated! Now that we know who they are, it’s time to determine
 where they are in the buy cycle:!   Awareness: Window shopping. Discovery: Browsing. Validation: Comparing.
  • 14. Call-to-Action / Content! To be effective, content must be:! •  Relevant# •  Varied# •  Personal# Emails with a mix of Product comparisons, •  Fresh# industry and product info info, offers Industry white papers, Case studies, Post-sales communication, educational material other validation info user newsletter
  • 15. Why Variety Is Critical! Content type utilized during business search! Podcast# Presentation# Infographic# Video# E-book# Blog post# Case study# Webinar# White paper# 0%# 20%# 40%# 60%# 80%# 100%# Source: DemandGen Report, Content Preference Survey#
  • 17. Reuse! Start with a white paper, run a podcast, create a video!
  • 18. Reuse! Partner with an analyst, run a webinar, highlight in a collateral piece!
  • 19. Curate (Borrow)! Content Curation - is a term that describes the act of finding, grouping, organizing or sharing the best and most relevant content on a
 specific issue. # # 
 # # – Courtesy of Rohit Bhargava, Influential Marketing blog! ! Five Curation Models:# 1.  Aggregation – “Top five tips for success”# 2.  Distillation – shorten and simplify# 3.  Elevation – spot trends from other material# 4.  Mashup – pulling together items to create new POV# 5.  Chronology – Pulling together timeline to show trends#
  • 20. Curation Tips! •  Know your market (have we said that before?)# •  Always be searching# •  Look for the unusual# •  Don’t forget to attribute # •  Commercial tools are available (Curata)# •  Don’t overlook Google alerts, RSS feeds, LinkedIn discussions, etc.#
  • 21. Curation Tips! •  Know your market (have we said that before?)# •  Always be searching# •  Look for the unusual# •  Don’t forget to attribute # •  Commercial tools are available (Curata)# •  Don’t overlook Google alerts, RSS feeds, LinkedIn discussions, etc.#
  • 22. Put It All Into Action! Well-mapped content can feed highly effective drip marketing programs! Industry Industry Industry Industry Industry Awareness White Paper Response Webinar Response White Paper Response Webinar Response Podcast Response N N N N Y Y Y Y Technical Product Technical Discovery Response Response Response Return to Pool White Paper Case Study White Paper N N N Y Y Y Vendor Product Product Validation Video Response Datasheet Response Case Study Response N N N Y Y Y Offer/ Sales
  • 23. Prospect Drip Program! 10%   Response   Rate   20-­‐30%   Response   Rate   40+%   Response   Rate  
  • 24. Where To Start! 1 Hope is not a strategy – build a plan 2 Enlist all sources 3 Be realistic with budgets and timelines 4 Test, test, test – and then test again
  • 26. Contact Info! Micky Long ! Vice President & Practice Director - Lead Nurturing
 Arketi Group
 
 mlong@arkeL.com   @mlong1   # # # # # Pardot™, An ExactTarget® Company
 950 East Paces Ferry Road, Suite 300, Atlanta, Georgia 30326#   404.492.6845 | 877.3B2B.ROI | www.pardot.com!