Post on 31-Oct-2014
description
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From White Board To Conversion
Well-Planned Content is Now the Critical Path to Successful Marketing
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Type ques7on here
Welcome Webinar A<endees
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Follow This Webinar On Twi<er
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Today’s Panelists
Dave Bruno Director, Product Marke0ng JDA So6ware
Andrew Gaffney Editor and Publisher Content4Demand
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Agenda
• Content Crea0on Challenges • Campaign Fuel Stops • Growing Role of Idea0on • Planning Before Publishing • Mapping Content to Personas • Case Study
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Top Challenges In Crea7ng Content
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Of “best-‐in-‐class” marketers said producing enough content to feed their campaigns is a major challenge.
Source: BtoB Magazine
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Idea7on Process
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From Concept to Campaign
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Driving Mul7 Touch, Mul7 Format
E-book Infographic
Webinar Video White Paper
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Planning Before Publishing
The Most Important Element of a Successful Content Program
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Content Marke7ng… circa 2010
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Nice! Product Management just created this new eBook!
Hmmm… I wonder where I should
publish it?
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Content Marke7ng…circa 2012
Create and Publish Content to Fulfill the Needs of an Integrated
Campaign Plan
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Step 1: Define the Campaign
What are the objectives for the campaign (e.g.
how will it be measured)?
Which target markets will the campaign attempt
to influence?
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Step 2: Describe the Target Personas Specifically identify
the different personas that influence the
purchase decision that this campaign
will target
Thoroughly investigate and document the objectives and pains that will motivate each target’s investment in your
product or service
Dig a little deeper to identify themes
that are top of mind with each persona to help
inform both content and promotions
Warning: This is the hard part!
Without comple0ng this part of the process, it was like marke0ng in the dark…
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Step 3: Map Content to Personas
Map specific content assets to each persona’s questions
(both existing assets and those that need to be created)
Identify the types of content that will help answer each
persona’s questions during every phase of the buying cycle
For assets that need to be created, assign owners and
due dates to ensure your campaign will have the
content required to answer each persona’s questions
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Step 4: Plan the Campaign
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Case Study: The Rise of the SoMoLo
Shopper Building Awareness, Brand Equity, and Demand via Research-based
Content Marketing
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The Back Story: Commerce in Mo7on
Primary Objectives: Build brand Reputation as Thought Leader/Visionary
Generate Awareness Drive Engagement
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The Back Story: Commerce in Mo7on
943 Downloads
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The Campaign Plan
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Priority One: Execute the Research
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Next: Develop Assets According to Plan
eBooks
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Infographics
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Web Events
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Live Events
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Blog Posts
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Reuse and Repurpose Wherever Possible to Fill Content Gaps
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Well Planned Content Led to An Overwhelmingly Successful Program
Ini0al Survey Responses 282 eBook Downloads 943 Infographic Views 3,315 Infographic Poster Requests ~100 Webinar Registra0ons 752 Video Views 1,136 Prezi Views 1,678 SlideShare Views 9,580 Live Event A`endees ~400 Qualified Leads Added to Pipeline 30 Total Es0mated Cost $30,000
http://www.content4demand.com/the-content-playbook/
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Type ques7on here
Q&A // Submit Ques7ons
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Q&A // Panelists
Dave Bruno Director, Product Marke0ng JDA So6ware
Andrew Gaffney Editor and Publisher Content4Demand
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Thank you for a<ending today’s webinar!
Take the two minute content checkup assessment:
http://content4demand.com/content-check-up/