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Presented by: Mike Neumeier, APR Arketi Group Inside 3-D Content Maping: How to Create Content that Sparks Action

How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

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Page 1: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Presented by: Mike Neumeier, APRArketi Group

Inside 3-D Content Maping: How to Create Content that Sparks Action

Page 2: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Top content challenges

42%

20%

18%

12%7%

1%

Engaging contentEnough contentBudget Lack of exec buy-inContent varietyLicense budget

B2B Content Marketing: 2012 Benchmarks, Budgets and Trends Profs/Content Marketing Institute

Challenges

Page 3: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

3-D content mapping

Three main components:

Page 4: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

3-D content mapping

Three main components:

1Mapping to pain point

Page 5: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

3-D content mapping

Three main components:

1Mapping to pain point

2Mapping to buy cycle

Page 6: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

3-D content mapping

Three main components:

1Mapping to pain point

2Mapping to buy cycle

3 Mapping appropriate content

Page 7: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content
Page 8: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Develop personas

Page 9: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Develop personas

Page 10: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Develop personas

Key Questions

?

Who

?

What

?

Why

Page 11: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

“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 CFOAge: 45 Education: Bachelor’s (Finance) with most likely an MBA

Completed buyer persona

Page 12: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

“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 CFOAge: 45 Education: Bachelor’s (Finance) with most likely an MBA

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

risk mitigation/SOX• Must see fast ROI

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

ratios

Words-phrases that resonate• ROI• Proven• Financially

stable• Integrated

Objections• Cost too much• Burdensome

implementation

Completed buyer persona

Page 13: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

“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 CFOAge: 45 Education: 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.”

Influencers• Peers• Case studies

with ROI• Current clients• Analyst firms

Proof Points• Avg.20%

decrease in inventory

• 30% less waste

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

risk mitigation/SOX• Must see fast ROI

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

ratios

Words-phrases that resonate• ROI• Proven• Financially

stable• Integrated

Objections• Cost too much• Burdensome

implementation

Completed buyer persona

Page 14: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Top persona-building methods

64%

56%

47%

43%

Page 15: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Top persona-building methods

64%

56%

47%

43%

Customer/prospect interviews

Page 16: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Top persona-building methods

64%

56%

47%

43%

Customer/prospect interviews

Sales interviews

Page 17: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Top persona-building methods

64%

56%

47%

43%

Customer/prospect interviews

Sales interviews

Customer/prospect survey

Page 18: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Top persona-building methods

64%

56%

47%

43%

Customer/prospect interviews

Sales interviews

Customer/prospect survey

Mining in-house database

Page 19: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Research comes from anywhere

10

Pain points uncovered

Page 20: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Research comes from anywhere

10

Pain points uncovered

Page 21: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

If you can’t find it, create your own.

Conduct industry surveys

Survey your database

Pain points uncovered

Page 22: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

If you can’t find it, create your own.

Conduct industry surveys

Survey your database

Pain points uncovered

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Page 24: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Advocate

Buy cycle 1.0

Develop Prove Close ServiceQualify Target

Vet

Narrow

Evaluate

Research

Interest

Aware

Unaware

Purchase

Negotiate

Page 25: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

AdvocateBuy cycle 2.0

Develop Prove Close ServiceQualify Target

Vet

Narrow

Evaluate

Research

Interest

Aware

Unaware

Purchase

Negotiate

Page 26: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Buyer-centric marketing

B2B BUYERS

Page 27: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Buyer-centric marketing

23% spoke with sales before they performed independent research

B2B BUYERS

Page 28: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Buyer-centric marketing

23% spoke with sales before they performed independent research

36%engaged with sales after vendor short list established

B2B BUYERS

Page 29: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Buyer-centric marketing

Advocate

Develop Prove Close ServiceQualify Target

Vet

Narrow

Evaluate

Research

Interest

Aware

Unaware

Purchase

Negotiate

Page 30: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Buyer-centric marketing

Check signer

Cost/ROI Reputation Confirmation of decision

Advocate

Develop Prove Close ServiceQualify Target

Vet

Narrow

Evaluate

Research

Interest

Aware

Unaware

Purchase

Negotiate

Page 31: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Buyer-centric marketing

Decision maker

Addresses pain Credibility Benefits Feature/function Trust Issue resolution

Check signer

Cost/ROI Reputation Confirmation of decision

Advocate

Develop Prove Close ServiceQualify Target

Vet

Narrow

Evaluate

Research

Interest

Aware

Unaware

Purchase

Negotiate

Page 32: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Buyer-centric marketing

Decision maker

Addresses pain Credibility Benefits Feature/function Trust Issue resolution

Influencer

Ease workload Not overly complex Peer reference Easy training Support

Check signer

Cost/ROI Reputation Confirmation of decision

Advocate

Develop Prove Close ServiceQualify Target

Vet

Narrow

Evaluate

Research

Interest

Aware

Unaware

Purchase

Negotiate

Page 33: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content
Page 34: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Content preferences

Podcast

Presentation

Infographic

Video

E-book

Blog post

Case study

Webinar

White paper

30% 60% 90%

Source: DemandGen Report, Content Preference Survey

Content type utilized during business search

Page 35: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Content to conversionAdvocate

Narrow

Evaluate

Research

Interest

Aware

Unaware

Purchase

Negotiate

Check signer

Decision maker

Influencer Ease workload Not overly complex Peer reference Easy training Support

Cost/ROI Reputation Confirmation of decision

Addresses pain Credibility Benefits Feature/function Trust

Issue resolution

Inf

Cs

Dm

Vet Target Qualify Develop Prove Service Close

Page 36: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Content to conversionAdvocate

Narrow

Evaluate

Research

Interest

Aware

Unaware

Purchase

Negotiate

Check signer

Decision maker

Influencer

Media coverageSocial mediaViral videoInfographicNews Release (thought leadership)

Curated listsSurvey campaignsOrganic searchPrint AdsNurture campaignsIndustry white papers

Bylined articles Trade showsRetargeted adseNewsletterNews release (product)eBooksGuides

WebinarsPPCWhite paper (product)News release (corporate)QuicktoursCover wraps3-D mailersFirst strike PPT

Ease workload Not overly complex Peer reference Easy training Support

Cost/ROI Reputation Confirmation of decision

Addresses pain Credibility Benefits Feature/function Trust

Issue resolution

Inf

Cs

Dm

Vet Target Qualify Develop Prove Service Close

Page 37: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Content to conversionAdvocate

Narrow

Evaluate

Research

Interest

Aware

Unaware

Purchase

Negotiate

Check signer

Decision maker

Influencer

Media coverageSocial mediaViral videoInfographicNews Release (thought leadership)

Curated listsSurvey campaignsOrganic searchPrint AdsNurture campaignsIndustry white papers

Bylined articles Trade showsRetargeted adseNewsletterNews release (product)eBooksGuides

WebinarsPPCWhite paper (product)News release (corporate)QuicktoursCover wraps3-D mailersFirst strike PPT

Data sheetFeature comparisonProduct comparisonCase studiesAnalyst reportsNews release (case study)ROI calculator

TrialLive eventInteractive demoDrip campaign

Ease workload Not overly complex Peer reference Easy training Support

Cost/ROI Reputation Confirmation of decision

Addresses pain Credibility Benefits Feature/function Trust

Issue resolution

Inf

Cs

Dm

Vet Target Qualify Develop Prove Service Close

Page 38: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Content to conversionAdvocate

Narrow

Evaluate

Research

Interest

Aware

Unaware

Purchase

Negotiate

Check signer

Decision maker

Influencer

Media coverageSocial mediaViral videoInfographicNews Release (thought leadership)

Curated listsSurvey campaignsOrganic searchPrint AdsNurture campaignsIndustry white papers

Bylined articles Trade showsRetargeted adseNewsletterNews release (product)eBooksGuides

WebinarsPPCWhite paper (product)News release (corporate)QuicktoursCover wraps3-D mailersFirst strike PPT

Data sheetFeature comparisonProduct comparisonCase studiesAnalyst reportsNews release (case study)ROI calculator

TrialLive eventInteractive demoDrip campaign

Ease workload Not overly complex Peer reference Easy training Support

Cost/ROI Reputation Confirmation of decision

Addresses pain Credibility Benefits Feature/function Trust

Issue resolution

Inf

Cs

Dm

Vet

Customer experience Customer communication

User tipsUser enewsletterUser conferenceUser communityCross sell/Up sell campaigns

Customer testimonialReferencesTech specsNews release (award)CSR efforts

PricingSupportSLAProposals

Target Qualify Develop Prove Service Close

Page 39: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Content to conversionAdvocate

Narrow

Evaluate

Research

Interest

Aware

Unaware

Purchase

Negotiate

Check signer

Decision maker

Influencer

Media coverageSocial mediaViral videoInfographicNews Release (thought leadership)

Curated listsSurvey campaignsOrganic searchPrint AdsNurture campaignsIndustry white papers

Bylined articles Trade showsRetargeted adseNewsletterNews release (product)eBooksGuides

WebinarsPPCWhite paper (product)News release (corporate)QuicktoursCover wraps3-D mailersFirst strike PPT

Data sheetFeature comparisonProduct comparisonCase studiesAnalyst reportsNews release (case study)ROI calculator

TrialLive eventInteractive demoDrip campaign

Customer support videos Case studies candidate

Ease workload Not overly complex Peer reference Easy training Support

Cost/ROI Reputation Confirmation of decision

Addresses pain Credibility Benefits Feature/function Trust

Issue resolution

Inf

Cs

Dm

Vet

Customer experience Customer communication

User tipsUser enewsletterUser conferenceUser communityCross sell/Up sell campaigns

Customer testimonialReferencesTech specsNews release (award)CSR efforts

PricingSupportSLAProposals

Target Qualify Develop Prove Service Close

Page 40: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content
Page 41: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Content by the numbers

Page 42: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Content by the numbers

53%Engaging content

Page 43: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Content by the numbers

53%Engaging content

94%Scratch

Page 44: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Content by the numbers

53%Engaging content

94%Scratch

39%Curate

Page 45: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Content by the numbers

53%Engaging content

94%Scratch

32%Reuse

39%Curate

Page 46: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Content by the numbers

53%Engaging content

94%Scratch

32%Reuse

30%User-generated

39%Curate

Page 47: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Reuse

Page 48: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Reuse

Page 49: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Start with a white paper...

Reuse

Page 50: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Start with a white paper...

...run a podcast.......

Reuse

Page 51: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Start with a white paper...

...run a podcast... ...create a video... ...c.. ...c

Reuse

Page 52: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Partner with an analyst, run a webinar, highlight in a collateral piece

16

Reuse

Page 53: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Partner with an analyst, run a webinar, highlight in a collateral piece

16

Reuse

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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

Curate

Page 55: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

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

Curate

AGGREGATION

“Top five tips for success”

Five Curation Models:

Page 56: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

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

Curate

AGGREGATION

“Top five tips for success”

DISTILLATION

Shorten and simplify

Five Curation Models:

Page 57: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

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

Curate

AGGREGATION

“Top five tips for success”

DISTILLATION

Shorten and simplify

ELEVATION

Spot trends from other material

Five Curation Models:

Page 58: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

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

Curate

AGGREGATION

“Top five tips for success”

DISTILLATION

Shorten and simplify

ELEVATION

Spot trends from other material

MASHUP

Pulling together items to create new POV

Five Curation Models:

Page 59: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

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

Curate

AGGREGATION

“Top five tips for success”

DISTILLATION

Shorten and simplify

ELEVATION

Spot trends from other material

MASHUP

Pulling together items to create new POV

CHRONOLOGY

Pulling together timeline to show trends

Five Curation Models:

Page 60: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Curation tips

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Curation tips

1Know your

market

(have we said that before?)

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Curation tips

1Know your

market

(have we said that before?)

2Always be searching

Page 63: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Curation tips

1Know your

market

(have we said that before?)

2Always be searching

3Look for the

unusual

Page 64: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Curation tips

1Know your

market

(have we said that before?)

2Always be searching

3Look for the

unusual

4Don’t forget to

attribute

Page 65: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Curation tips

1Know your

market

(have we said that before?)

2Always be searching

3Look for the

unusual

4Don’t forget to

attribute

5Commercial tools

are available (Curata)

Page 66: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Curation tips

1Know your

market

(have we said that before?)

2Always be searching

3Look for the

unusual

4Don’t forget to

attribute

5Commercial tools

are available (Curata)

6Don’t overlook Google alerts,

RSS feeds, LinkedIn

discussions, etc.

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Well-mapped content can feed highly effective drip marketing programs

Put it all into action

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

Page 69: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

Prospect drip program

Page 70: How to Create Content that Sparks Actionapps.prsa.org/network/Communities/Technology/Programming/Secu… · Top content challenges 42% 20% 18% 12% 7% 1% Engaging content Enough content

10%ResponseRate

Prospect drip program

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10%ResponseRate

20-30%ResponseRate

Prospect drip program

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10%ResponseRate

20-30%ResponseRate

40+%ResponseRate

Prospect drip program

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What’s next?

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What’s next?

1Hope is not a strategy - build a plan

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What’s next?

1Hope is not a strategy - build a plan

2Enlist all sources

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What’s next?

1Hope is not a strategy - build a plan

2Enlist all sources

3Be realistic with budgets and timelines

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What’s next?

1Hope is not a strategy - build a plan

2Enlist all sources

3Be realistic with budgets and timelines

4Test, test, test - and then test again

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Questions?

Mike [email protected] ext. 210www.arketi.com

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wheremarketinggenerates revenueA R K E T I I N S I G H T SCustomized Content Powers Buyer-Centric Marketing

If someone asked you how many conversations you’ve had today, what would you say? Ten? Twenty? Thirty or more? How about conversations with a customer? If you are like most marketers, you might be lucky to speak to one customer a day. Let’s be honest, being a marketer today is not easy. You want to do everything you can to bring in leads for your sales team. From email marketing and social media to marketing

automation, there are a lot of programs you can deploy to reach your prospective buyer.

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Download this infographic at:http://www2.arketi.com/buyercentric