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Aligning Content
Marketing Across the
Buying Journey
Tiffany Monhollon
Senior Manager, Content Marketing
ReachLocal
@tmonhollon
You Call This a Strategy?
3
B2C Content Marketing Benchmarks
4
Key Datapoints
“
90%
24%
Of B2C marketers are using
content marketing
47%
B2C marketing budgets allocated
to content marketing
Outsource content creation
5
Content Marketing Usage by Tactic
 B2C marketers use an
average of 6 social
platforms
 Use an average of 12
content marketing
tactics
6
Sound Familiar?
7
Content Marketing Defined
“Content marketing is a
marketing technique of
creating and distributing
relevant and valuable content to
attract, acquire, and engage
a clearly defined and
understood target audience –
with the objective of driving
profitable customer action.”
— Content Marketing Institute
Youtility Mindset
Is Your Marketing
so Good People
Would Pay For It?
1)Who is My Audience?
2)What Do They Need?
3)How Can I Help?
Example: CoachSmart App
Align Content to Buying Insights
Buyer Persona
• What is their demographic and basic
background?
• Profession, age, gender, education, financial
situation, challenges, needs, etc.
Research Trigger
• What prompted them to start the research
process?
Decision Factors
• What criteria will they make their decision
based on?
Purchasing Mindset
• What is their frame of mind when they start their
search?
Perceived Barriers
• Why do they not choose you?
• What objections do you often hear?
11
How Do I Provide Value to the Consumer?
“
91%
56%
B2C marketers segment their
content in at least one way
40%
Tailor content based on profile of
individual decision makers
Tailor content based on stage in
the buying cycle
12
Time to Align Content to Buying Journey
DISCOVER
Surfing, Searching
and Socializing
CONSIDER
Researching and
Evaluating
BOOK/BUY
Getting Estimates
and Purchasing
REPEAT
Sharing Experiences
And Buying Again
Prospects Discover You
when they search, surf and socialize online and then click to visit
Leads Contact You
when they are impressed with your website
Customers Choose You
when you stand out with good, timely follow-up
13
Buyer Needs at Each Stage
• Recognize problem or issue
• Want to change status quo
• Gain confidence in right solution
• Understand ROI of each option
• Take the next steps and commit
DISCOVER
Surfing, Searching
and Socializing
CONSIDER
Researching and
Evaluating
BOOK/BUY
Getting Estimates
and Purchasing
REPEAT
Sharing Experiences
And Buying Again
• Explore possible solutions
• Define short list of providers
• Commit to change
14
Discovery Phase: Recommended Content
15
• Blog articles
• Infographics
• Ebooks and guides
(general interest)
• Assessments
• Quizzes
• Meme marketing
• Videos
• Webinars
• Guest posts, bylines
• Comparisons
REPEAT
Sharing Experiences
And Buying Again
Key leading indicators:
• Traffic, page views, time onsite
• Downloads
• Inbound links, page rank
• Fans, followers
• Mentions, comments, shares
DISCOVER
Surfing, Searching & Socializing
Discovery Phase: Recommended Content
• Blog articles
DISCOVER
Surfing, Searching and Socializing
• Recognize problem or issue
• Want to change status quo
16
Discovery Phase: Recommended Content
• Infographics
REPEAT
Sharing Experiences
And Buying Again
DISCOVER
Surfing, Searching and Socializing
17
DISCOVER
Surfing, Searching and Socializing
• Recognize problem or issue
• Want to change status quo
Discovery Phase: Recommended Content
• Ebooks & guides
REPEAT
Sharing Experiences
And Buying Again
DISCOVER
Surfing, Searching and Socializing
18
DISCOVER
Surfing, Searching and Socializing
• Recognize problem or issue
• Want to change status quo
Discovery Phase: Recommended Content
• Assessments & quizzes
REPEAT
Sharing Experiences
And Buying Again
DISCOVER
Surfing, Searching and Socializing
19
DISCOVER
Surfing, Searching and Socializing
• Recognize problem or issue
• Want to change status quo
Consider Phase: Recommended Content
• Ebooks and guides
(differentiators, insights)
• Demo videos
• Video tours
• Testimonials
• Case studies
• Quizzes and widgets
• Newsletters
• Webinars
• Industry reports
CONSIDER
Researching & Evaluating
• Explore possible solutions
• Define short list of providers
• Commit to change
20
Consider Phase: Recommended Content
• Newsletters
21
CONSIDER
Researching & Evaluating
• Explore possible solutions
• Define short list of providers
• Commit to change
Consider Phase: Recommended Content
• Testimonials
22
CONSIDER
Researching & Evaluating
• Explore possible solutions
• Define short list of providers
• Commit to change
Empowering Resident Advocates
23
• Identify existing advocates
• Who is raving about you online
already?
• Use gamification and rewards
• Points, events, exclusive access
• Compel them to take action
• Facebook, Twitter, Instagram
• Post reviews
• Pay rent online, renew lease
• Leverage tools
• Example: Community Rewards
Consider Phase: Recommended Content
• Demo videos
24
CONSIDER
Researching & Evaluating
• Explore possible solutions
• Define short list of providers
• Commit to change
Consider Phase: Recommended Content
• Video tours
25
CONSIDER
Researching & Evaluating
• Explore possible solutions
• Define short list of providers
• Commit to change
Book/Buy Phase: Recommended Content
• Live or in-person events
• Budget calculators
• Pricing guides
• Moving checklists
• Total cost of living tools
BOOK/BUY
Getting Estimates & Purchasing
• Gain confidence in right solution
• Understand ROI of each option
• Take the next steps and commit
26
Book/Buy Phase: Recommended Content
• Budget calculators
REPEAT
Sharing Experiences
And Buying Again
27
BOOK/BUY
Getting Estimates & Purchasing
• Gain confidence in right solution
• Understand ROI of each option
• Take the next steps and commit
Book/Buy Phase: Recommended Content
• Total cost of living tools
REPEAT
Sharing Experiences
And Buying Again
28
BOOK/BUY
Getting Estimates & Purchasing
• Gain confidence in right solution
• Understand ROI of each option
• Take the next steps and commit
Book/Buy Phase: Recommended Content
• Moving checklists
REPEAT
Sharing Experiences
And Buying Again
BOOK/BUY
Getting Estimates & Purchasing
29
BOOK/BUY
Getting Estimates & Purchasing
• Gain confidence in right solution
• Understand ROI of each option
• Take the next steps and commit
Recommended Content by Buying Stage
REPEAT
Sharing Experiences
And Buying Again
BOOK/BUY
Getting Estimates
and Purchasing
Buying
Stage
Buyer Needs Recommended
Content
KPIs
Discover • Recognize problem or issue
• Want to change status quo
• Blog Articles
• Infographics
• Ebooks & Guides
• Assessments & Quizzes
• Meme Marketing
• Videos
• Webinars
• Live Events
• Guest Posts, Bylined Articles
• Traffic, page views, time onsite
• Downloads
• Inbound links, page rank
• Fans, followers
• Mentions, comments, shares
Consider • Explore possible solutions
• Define short list of providers
• Commit to change
• Ebooks & Guides
• Quizzes & Widgets
• Demo Videos
• Newsletters
• Webinars
• Industry Reports
• Testimonials
• Case Studies
• Click-throughs, open rates
• Downloads
• Subscriptions
• Inquiries, form submits
• Database growth
Book/Buy • Gain confidence in right
solution
• Understand ROI of each option
• Take the next steps and
commit
• Live or In-Person Events
• Budget Calculators
• Pricing Guides
• Total Cost of Ownership Tools
• Moving Checklists
• Marketing or sales qualified
leads
• Booked appts
• Opportunities
• Pipeline size
• Closed Deals
30
How Do I Know What Stage They Are In?
DISCOVER
Surfing, Searching
and Socializing
CONSIDER
Researching and
Evaluating
BOOK/BUY
Getting Estimates
and Purchasing
REPEAT
Sharing Experiences
And Buying Again
Tirekickers
• Measure how they found you with compelling CTAs and forms
• Offer shopper content CTA to identify shopper interest
Shoppers
• Use lead nurturing to prove a stream of useful shopper content
• Promote buyer content as CTA to move to buyer phase
Buyers
• Continue to provide buyer-related content
• Promote conversion opportunities to connect to sales
31
Market Your Marketing Across the Funnel
• Market your content across paid,
earned, and owned channels to
boost discoverability
• Stay top of mind with lead nurturing
• Promote content across owned
channels, emails, learning centers
and communities
DISCOVER
Surfing, Searching
and Socializing
CONSIDER
Researching and
Evaluating
BOOK/BUY
Getting Estimates
and Purchasing
REPEAT
Sharing Experiences
And Buying Again
• Capture leads through landing
pages, forms and strategic gating
• Promote social channels and opt-ins
32
Recommended Reading
1. B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends–North America
http://slidesha.re/LqY8xm
2. 4 Questions Answered about Buyer Personas
http://bit.ly/1fyxzPR
3. 7 Ways to Research Your Buyer for Content Marketing
http://bit.ly/1fdNhzp
4. The Content Match Game: Tips for Better Content Alignment Throughout the Buying Cycle
http://bit.ly/1b7eNiQ
5. Optimize Content Marketing by Facilitating the Buyer’s Journey
http://bit.ly/1nnVWoY
6. Step-by-Step Templates for Mapping your B2B Content
http://bit.ly/1icOPMI
7. The Content To Consumer: Aligning & Automating the Delivery of Content according to
the Buyer Stage
http://slidesha.re/1gsDL0E
8. Content Mapping for a Buyer-Centric Content Strategy
http://slidesha.re/1cxnRP2
9. Optimize B2B Content Across the Sales Cycle
http://bit.ly/1gsDRFt
33
Thank You!
Tiffany Monhollon
Twitter: @tmonhollon
Tiffanymonhollon.com/blog
Twitter: @reachlocal
Blog: blog.reachlocal.com
Web: reachlocal.com

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Content Marketing Across the Buying Journey

  • 2. Tiffany Monhollon Senior Manager, Content Marketing ReachLocal @tmonhollon
  • 3. You Call This a Strategy? 3
  • 4. B2C Content Marketing Benchmarks 4
  • 5. Key Datapoints “ 90% 24% Of B2C marketers are using content marketing 47% B2C marketing budgets allocated to content marketing Outsource content creation 5
  • 6. Content Marketing Usage by Tactic  B2C marketers use an average of 6 social platforms  Use an average of 12 content marketing tactics 6
  • 8. Content Marketing Defined “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” — Content Marketing Institute
  • 9. Youtility Mindset Is Your Marketing so Good People Would Pay For It? 1)Who is My Audience? 2)What Do They Need? 3)How Can I Help?
  • 11. Align Content to Buying Insights Buyer Persona • What is their demographic and basic background? • Profession, age, gender, education, financial situation, challenges, needs, etc. Research Trigger • What prompted them to start the research process? Decision Factors • What criteria will they make their decision based on? Purchasing Mindset • What is their frame of mind when they start their search? Perceived Barriers • Why do they not choose you? • What objections do you often hear? 11
  • 12. How Do I Provide Value to the Consumer? “ 91% 56% B2C marketers segment their content in at least one way 40% Tailor content based on profile of individual decision makers Tailor content based on stage in the buying cycle 12
  • 13. Time to Align Content to Buying Journey DISCOVER Surfing, Searching and Socializing CONSIDER Researching and Evaluating BOOK/BUY Getting Estimates and Purchasing REPEAT Sharing Experiences And Buying Again Prospects Discover You when they search, surf and socialize online and then click to visit Leads Contact You when they are impressed with your website Customers Choose You when you stand out with good, timely follow-up 13
  • 14. Buyer Needs at Each Stage • Recognize problem or issue • Want to change status quo • Gain confidence in right solution • Understand ROI of each option • Take the next steps and commit DISCOVER Surfing, Searching and Socializing CONSIDER Researching and Evaluating BOOK/BUY Getting Estimates and Purchasing REPEAT Sharing Experiences And Buying Again • Explore possible solutions • Define short list of providers • Commit to change 14
  • 15. Discovery Phase: Recommended Content 15 • Blog articles • Infographics • Ebooks and guides (general interest) • Assessments • Quizzes • Meme marketing • Videos • Webinars • Guest posts, bylines • Comparisons REPEAT Sharing Experiences And Buying Again Key leading indicators: • Traffic, page views, time onsite • Downloads • Inbound links, page rank • Fans, followers • Mentions, comments, shares DISCOVER Surfing, Searching & Socializing
  • 16. Discovery Phase: Recommended Content • Blog articles DISCOVER Surfing, Searching and Socializing • Recognize problem or issue • Want to change status quo 16
  • 17. Discovery Phase: Recommended Content • Infographics REPEAT Sharing Experiences And Buying Again DISCOVER Surfing, Searching and Socializing 17 DISCOVER Surfing, Searching and Socializing • Recognize problem or issue • Want to change status quo
  • 18. Discovery Phase: Recommended Content • Ebooks & guides REPEAT Sharing Experiences And Buying Again DISCOVER Surfing, Searching and Socializing 18 DISCOVER Surfing, Searching and Socializing • Recognize problem or issue • Want to change status quo
  • 19. Discovery Phase: Recommended Content • Assessments & quizzes REPEAT Sharing Experiences And Buying Again DISCOVER Surfing, Searching and Socializing 19 DISCOVER Surfing, Searching and Socializing • Recognize problem or issue • Want to change status quo
  • 20. Consider Phase: Recommended Content • Ebooks and guides (differentiators, insights) • Demo videos • Video tours • Testimonials • Case studies • Quizzes and widgets • Newsletters • Webinars • Industry reports CONSIDER Researching & Evaluating • Explore possible solutions • Define short list of providers • Commit to change 20
  • 21. Consider Phase: Recommended Content • Newsletters 21 CONSIDER Researching & Evaluating • Explore possible solutions • Define short list of providers • Commit to change
  • 22. Consider Phase: Recommended Content • Testimonials 22 CONSIDER Researching & Evaluating • Explore possible solutions • Define short list of providers • Commit to change
  • 23. Empowering Resident Advocates 23 • Identify existing advocates • Who is raving about you online already? • Use gamification and rewards • Points, events, exclusive access • Compel them to take action • Facebook, Twitter, Instagram • Post reviews • Pay rent online, renew lease • Leverage tools • Example: Community Rewards
  • 24. Consider Phase: Recommended Content • Demo videos 24 CONSIDER Researching & Evaluating • Explore possible solutions • Define short list of providers • Commit to change
  • 25. Consider Phase: Recommended Content • Video tours 25 CONSIDER Researching & Evaluating • Explore possible solutions • Define short list of providers • Commit to change
  • 26. Book/Buy Phase: Recommended Content • Live or in-person events • Budget calculators • Pricing guides • Moving checklists • Total cost of living tools BOOK/BUY Getting Estimates & Purchasing • Gain confidence in right solution • Understand ROI of each option • Take the next steps and commit 26
  • 27. Book/Buy Phase: Recommended Content • Budget calculators REPEAT Sharing Experiences And Buying Again 27 BOOK/BUY Getting Estimates & Purchasing • Gain confidence in right solution • Understand ROI of each option • Take the next steps and commit
  • 28. Book/Buy Phase: Recommended Content • Total cost of living tools REPEAT Sharing Experiences And Buying Again 28 BOOK/BUY Getting Estimates & Purchasing • Gain confidence in right solution • Understand ROI of each option • Take the next steps and commit
  • 29. Book/Buy Phase: Recommended Content • Moving checklists REPEAT Sharing Experiences And Buying Again BOOK/BUY Getting Estimates & Purchasing 29 BOOK/BUY Getting Estimates & Purchasing • Gain confidence in right solution • Understand ROI of each option • Take the next steps and commit
  • 30. Recommended Content by Buying Stage REPEAT Sharing Experiences And Buying Again BOOK/BUY Getting Estimates and Purchasing Buying Stage Buyer Needs Recommended Content KPIs Discover • Recognize problem or issue • Want to change status quo • Blog Articles • Infographics • Ebooks & Guides • Assessments & Quizzes • Meme Marketing • Videos • Webinars • Live Events • Guest Posts, Bylined Articles • Traffic, page views, time onsite • Downloads • Inbound links, page rank • Fans, followers • Mentions, comments, shares Consider • Explore possible solutions • Define short list of providers • Commit to change • Ebooks & Guides • Quizzes & Widgets • Demo Videos • Newsletters • Webinars • Industry Reports • Testimonials • Case Studies • Click-throughs, open rates • Downloads • Subscriptions • Inquiries, form submits • Database growth Book/Buy • Gain confidence in right solution • Understand ROI of each option • Take the next steps and commit • Live or In-Person Events • Budget Calculators • Pricing Guides • Total Cost of Ownership Tools • Moving Checklists • Marketing or sales qualified leads • Booked appts • Opportunities • Pipeline size • Closed Deals 30
  • 31. How Do I Know What Stage They Are In? DISCOVER Surfing, Searching and Socializing CONSIDER Researching and Evaluating BOOK/BUY Getting Estimates and Purchasing REPEAT Sharing Experiences And Buying Again Tirekickers • Measure how they found you with compelling CTAs and forms • Offer shopper content CTA to identify shopper interest Shoppers • Use lead nurturing to prove a stream of useful shopper content • Promote buyer content as CTA to move to buyer phase Buyers • Continue to provide buyer-related content • Promote conversion opportunities to connect to sales 31
  • 32. Market Your Marketing Across the Funnel • Market your content across paid, earned, and owned channels to boost discoverability • Stay top of mind with lead nurturing • Promote content across owned channels, emails, learning centers and communities DISCOVER Surfing, Searching and Socializing CONSIDER Researching and Evaluating BOOK/BUY Getting Estimates and Purchasing REPEAT Sharing Experiences And Buying Again • Capture leads through landing pages, forms and strategic gating • Promote social channels and opt-ins 32
  • 33. Recommended Reading 1. B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends–North America http://slidesha.re/LqY8xm 2. 4 Questions Answered about Buyer Personas http://bit.ly/1fyxzPR 3. 7 Ways to Research Your Buyer for Content Marketing http://bit.ly/1fdNhzp 4. The Content Match Game: Tips for Better Content Alignment Throughout the Buying Cycle http://bit.ly/1b7eNiQ 5. Optimize Content Marketing by Facilitating the Buyer’s Journey http://bit.ly/1nnVWoY 6. Step-by-Step Templates for Mapping your B2B Content http://bit.ly/1icOPMI 7. The Content To Consumer: Aligning & Automating the Delivery of Content according to the Buyer Stage http://slidesha.re/1gsDL0E 8. Content Mapping for a Buyer-Centric Content Strategy http://slidesha.re/1cxnRP2 9. Optimize B2B Content Across the Sales Cycle http://bit.ly/1gsDRFt 33
  • 34. Thank You! Tiffany Monhollon Twitter: @tmonhollon Tiffanymonhollon.com/blog Twitter: @reachlocal Blog: blog.reachlocal.com Web: reachlocal.com

Editor's Notes

  1. Every year the Content Marketing Institute and MarketingProfs collaborate on a report that talks about Benchmarks, Budgets and Trends in Content Marketing. Let’s just look at a few of these telling stats.
  2. B2C Marketiers are spending 24% of their marketing budgets on content marketing up – the most effective allocate 32% of their budget and the least effective allocate 10% 60% plan to increase their content marketing budgets within the next year All Content tactics are being used more frequently with research reports, videos, and mobile content sing the largest increases 47% outsource B2B content creation– more than their B2B counterparts (who outsource 44%)
  3. Let’s look at Content Marketing Usage by Tactic, a graph out of the CMI/Marketing Profs report: B2B marketers are using 6 social distribution channels, with the most popular being Faebook - LinkedIn had a major jump from 51% last year to 71% this year All Content tactics are being used more frequently; Infographics have seen a large spike from 33% last year to 40% this year
  4. Which leads to this…. The mad rush to hop on to each new fad until you can make magic happen? Is this really the best way to approach content marketing? Social strategy? The answer I have for you is – no.
  5. So, we often think about this in all the wrong way. We start with our kernel of a genius idea…. When really we should be thinking first of the CUSTOMER and their need  This is the foundation to creating truly effective content marketing.
  6. >Vanderbilt Orthapedics, Nashville TN > Identified a target audience they wanted to reach out to – Coaches. Instead of trying to decide what they thought coaches would want, they went and asked them. Turns out, their real need sparked the idea for this app. > The iPhone app CoachSmart is the ultimate resource for coaches, offering real-time information on heat index and lightning strikes, frequently asked sports medicine and safety questions, and a group contact feature. > A collaboration between Vanderbilt Sports Medicine and the Monroe Carell Jr. Children’s Hospital at Vanderbilt, the app is an extension of Vanderbilt Sports Medicine’s expertise.
  7. But it’s not about publishing more content it about publishing the right content at the right time for the right person. It’s time to apply a growth hacker’s mentality to the value of the content you create. Let’s consider a simple buying funnel for a buyer online
  8. Tools like Community Rewards have programs that help you identify resident advocates so you can ask them to leave reviews. Basically, if hels you find people who love living at a property and compels them to take an actions.
  9. According to the CMI report, 74% of B2C content marketers believe that in-person events are highly effective > Take a page from other industries and develop proprietary tools that customize to your location and prospective residents.
  10. Bed Bath and Beyond has these handy move-in checklist for first-time renters
  11. Always offer a conversion opportunity to connect with sales Promote this more at the end of the funnel