Post on 22-Jan-2017
Mapping Content Strategy to
the Modern Customer Journey
Gary DeAsi Senior Manager, Digital Marketing & Brand @gdaz
Ryan Pinkham Content Marketing Manager @RyanPinkham
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4M+ users
25K+ organizations
194 countries
15+ products
3 3
Marketing Organization
Demand Gen
Creative
Web
Operations
Functionally
“Market Manager” & Product Marketing
X4
Vertically
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READY! FIRE! AIM! 30% B2B Marketers say they are
effective at content marketing.
5 5
Limited Supply of Ammo to Hit Targets
(Content)
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RANDOM
ACTS OF
CONTENT
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1 Adopting a Stages Model & Key Factors to Consider
Mapping Content Strategy to the Customer Journey
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Understanding your Customers
SmartBear Confidential and Proprietary
Individual
Job roles, personas
Motivators
Problems, pain points
Terminology & language
Buying triggers
How solve problem before?
Organization
Industry vertical
Company size
Business model, strategy
Technology stack
Org structure
Geo locations
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Understanding your Business
Product or Service
Value propositions
Key features, capabilities
Differentiators
Complexity of solution
Use cases
Technical specifications
Technology partnerships
Sales
Pricing model
Sales model
Length of sales cycle
$ ASP
Barriers & objections
Complexity of buying decision
Market
Market maturity
Demand type
Market share
Competitive landscape
Positioning
Market trends
SmartBear Confidential and Proprietary
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Information
• Search and browsing behavior • Research and nurture needs • Messaging • Barriers to overcome • Questions to answer
INTELLIGENCE
Content
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ROAD TO ADVOCACY
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Adopting a Customer Journey Stages Model
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“Hello, brand, do I like you? are you relevant to me? Do I want to hear more from you in the future?”
Engagement Brand Awareness
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“I have a problem?”
Education Problem identification
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“What solutions are available? What factors should I consider? What alternatives are there?”
Research Evaluate Solutions
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“Does this product solve my problem(s) and meet my specific needs & requirements?”
Evaluation Assess satisfaction of needs
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“Why should I choose this? How can I get my boss and team members on board?”
Justification Quantify & justify value, internal buy-in
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“How do I get it? How difficult will it be to implement and change current process?”
Purchase Transaction & Transition Factors
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“How do I successfully implement, get training, and start realizing value asap?”
Adoption Onboarding & implementation
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Retention Satisfaction and Success
“Does SmartBear care about my success? Value adds? Long-term? Why do I love being a SmartBear customer?”
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“What additional value can I get from SmartBear? What other problems can you help me solve?”
Expansion Up-sell, Cross-Sell
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“What I can do to help SmartBear?”
Advocacy Loyalty & Evangelism
23 23 Pre-Purchase (Prospects) Post-Purchase (Customers)
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2 Content Planning with the Customer Journey in Mind
Mapping Content Strategy to the Customer Journey
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Feeding the Content Beast
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Metrics Goals &
Objectives Content
Audit Content
Plan
Aligning Content Strategy: Planning Process
Traffic Free tool downloads
Leads Generated Content Downloads
QLs Trials
Trial Activations Opportunities
Opportunities Won Renewals
Upsell, Cross-sell
%
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Content Overflow
28 28 SmartBear Confidential and Proprietary
Aligning Content Strategy: Content Audit
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Content Audit: Identify Content Gaps
SmartBear Confidential and Proprietary
Number assets / stage Types of assets / stage Performance of assets Age of content Location of content Distribution strategy Optimization, enhancement,
and re-purposing Keyword research
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Metrics Goals &
Objectives Content
Audit Content
Plan
Content Strategy: Planning Process
Traffic Leads Generated
Content Downloads QLs
Trials Trial Activations Opportunities
Opportunities Won Renewals
Upsell, Cross-sell
%
Topics Formats Timeline Budget
Resources
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Lifetime Value: Repurposing Content
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Make the investment
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3 Aligning Multi-Channel Content Distribution
Mapping Content Strategy to the Customer Journey
Website
Social
Blog Email
Nurture
Paid
PR
Events
Community
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Web: Learning/Resource Centers
SmartBear Confidential and Proprietary
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Properties and Communities
Blog & Social
Resource Centers
Product Sections
Community & Support
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Paid Advertising
Paid Social
3rd party Email Sponsored Content
adwords
Re-marketing
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Lead Scoring and Nurturing
SmartBear Confidential and Proprietary
Top Funnel
During Trial
Bottom Funnel
Customer
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Stages Metrics
Engagement, Education, Research
Blog traffic Resource traffic Content Downloads QLs (Non-trial score-ups)
Evaluation
Product section traffic Trials Trial Activations
Justification,
Purchase
Opportunities opened Opportunities closed won
Adoption, Retention, Expansion, Advocacy
Renewals Up-sell, Cross-sell opportunities Influitive members/activity
Thank you!
Gary DeAsi Senior Manager, Digital Marketing & Brand @gdaz
Ryan Pinkham Content Marketing Manager @RyanPinkham