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Presented by: Mike Neumeier, APRArketi Group
Inside 3-D Content Maping: How to Create Content that Sparks Action
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
3-D content mapping
Three main components:
3-D content mapping
Three main components:
1Mapping to pain point
3-D content mapping
Three main components:
1Mapping to pain point
2Mapping to buy cycle
3-D content mapping
Three main components:
1Mapping to pain point
2Mapping to buy cycle
3 Mapping appropriate content
Develop personas
Develop personas
Develop personas
Key Questions
?
Who
?
What
?
Why
“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
“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
“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
Top persona-building methods
64%
56%
47%
43%
Top persona-building methods
64%
56%
47%
43%
Customer/prospect interviews
Top persona-building methods
64%
56%
47%
43%
Customer/prospect interviews
Sales interviews
Top persona-building methods
64%
56%
47%
43%
Customer/prospect interviews
Sales interviews
Customer/prospect survey
Top persona-building methods
64%
56%
47%
43%
Customer/prospect interviews
Sales interviews
Customer/prospect survey
Mining in-house database
Research comes from anywhere
10
Pain points uncovered
Research comes from anywhere
10
Pain points uncovered
If you can’t find it, create your own.
Conduct industry surveys
Survey your database
Pain points uncovered
If you can’t find it, create your own.
Conduct industry surveys
Survey your database
Pain points uncovered
Advocate
Buy cycle 1.0
Develop Prove Close ServiceQualify Target
Vet
Narrow
Evaluate
Research
Interest
Aware
Unaware
Purchase
Negotiate
AdvocateBuy cycle 2.0
Develop Prove Close ServiceQualify Target
Vet
Narrow
Evaluate
Research
Interest
Aware
Unaware
Purchase
Negotiate
Buyer-centric marketing
B2B BUYERS
Buyer-centric marketing
23% spoke with sales before they performed independent research
B2B BUYERS
Buyer-centric marketing
23% spoke with sales before they performed independent research
36%engaged with sales after vendor short list established
B2B BUYERS
Buyer-centric marketing
Advocate
Develop Prove Close ServiceQualify Target
Vet
Narrow
Evaluate
Research
Interest
Aware
Unaware
Purchase
Negotiate
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
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
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
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
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
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
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
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
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
Content by the numbers
Content by the numbers
53%Engaging content
Content by the numbers
53%Engaging content
94%Scratch
Content by the numbers
53%Engaging content
94%Scratch
39%Curate
Content by the numbers
53%Engaging content
94%Scratch
32%Reuse
39%Curate
Content by the numbers
53%Engaging content
94%Scratch
32%Reuse
30%User-generated
39%Curate
Reuse
Reuse
Start with a white paper...
Reuse
Start with a white paper...
...run a podcast.......
Reuse
Start with a white paper...
...run a podcast... ...create a video... ...c.. ...c
Reuse
Partner with an analyst, run a webinar, highlight in a collateral piece
16
Reuse
Partner with an analyst, run a webinar, highlight in a collateral piece
16
Reuse
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
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:
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:
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:
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:
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:
Curation tips
Curation tips
1Know your
market
(have we said that before?)
Curation tips
1Know your
market
(have we said that before?)
2Always be searching
Curation tips
1Know your
market
(have we said that before?)
2Always be searching
3Look for the
unusual
Curation tips
1Know your
market
(have we said that before?)
2Always be searching
3Look for the
unusual
4Don’t forget to
attribute
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)
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.
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
Prospect drip program
10%ResponseRate
Prospect drip program
10%ResponseRate
20-30%ResponseRate
Prospect drip program
10%ResponseRate
20-30%ResponseRate
40+%ResponseRate
Prospect drip program
What’s next?
What’s next?
1Hope is not a strategy - build a plan
What’s next?
1Hope is not a strategy - build a plan
2Enlist all sources
What’s next?
1Hope is not a strategy - build a plan
2Enlist all sources
3Be realistic with budgets and timelines
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
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