priority content planning with 3-d content mapping

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!

42%#

20%#

18%#

12%#

7%#

1%#0#

Engaging  content  Enough  content  Budget    Lack  of  exec  buy-­‐in  Content  variety  License  budget  

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!

1 Mapping  to  pain  point  

2 Mapping appropriate content

3 Mapping to buy cycle

3 Main Components:#

Pain Points Uncovered!

Who What Why

•  Develop personas#•  Key Questions#

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  

CFO Message •  “Our plant solutions can bring

immediate ROI through reduced inventory.”

•  “We enhance compliance through advanced reporting.”

About Brad •  Reports to CEO •  Has financial responsibility for firm •  Spends too much time on

compliance/risk mitigation/SOX •  Must see fast ROI

Influencers •  Peers •  Case studies with

ROI •  Current clients •  Analyst firms

Goals •  Efficiency •  Less expenses •  Proven ROI •  Better financial

ratios

Proof Points •  Avg.20%

decrease in inventory

•  30% less waste

Words-phrases that resonate •  ROI •  Proven •  Financially stable •  Integrated

Objections •  Cost too much •  Burdensome

implementation

Top Persona-Building Methods!

64%#

56%#

47%#

43%#

0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%#

Customer/prospect interviews#

Sales interviews#

Customer/prospect survey#

Mining in-house database#

Persona-­‐building  methods  

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:!  

Discovery: Browsing.

Validation: Comparing.

Awareness: Window shopping.

Call-to-Action / Content!

Product comparisons, info, offers

Industry white papers, educational material

Case studies, other validation info

Post-sales communication, user newsletter

Emails with a mix of industry and product info

To be effective, content must be:!•  Relevant#•  Varied#•  Personal#•  Fresh#

13  

Why Variety Is Critical!

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

White paper#Webinar#

Case study#Blog post#

E-book#Video#

Infographic#Presentation#

Podcast#

Content type utilized during business search!

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 White Paper

Technical White Paper

Vendor Video

Response

Response

Response Product Datasheet

Product Case Study

Industry Webinar Response

Response

Response Product Case Study

Technical White Paper

Industry White Paper Response

Response

Response

Industry Webinar

Industry PodcastResponse

Return to Pool

Offer/Sales

Y

N

NNN

N N N

N

Y Y

Y Y Y

Y Y Y

Awareness

Discovery

Validation

Response

NN

Y

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  #####

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