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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/