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© 2012 NetIQ Corporation. All rights reserved.1
© 2012 NetIQ Corporation. All rights reserved.2
© 2012 NetIQ Corporation. All rights reserved.3
@D_Shephard
#AMANOLA
© 2012 NetIQ Corporation. All rights reserved.4
0.45%
© 2012 NetIQ Corporation. All rights reserved.5
@D_Shephard Build a bank of evergreen or deep content that you can repurpose and recycle and reuse.
http://inmaps.linkedinlabs.com
© 2012 NetIQ Corporation. All rights reserved.6
© 2012 NetIQ Corporation. All rights reserved.7
© 2012 NetIQ Corporation. All rights reserved.8
© 2012 NetIQ Corporation. All rights reserved.9
© 2012 NetIQ Corporation. All rights reserved.10
© 2012 NetIQ Corporation. All rights reserved.11
X% of Your Content is Redundant!
What do we have?Why do we have it?What do we need?Why do we need it?What does:• Google Analytics say?• Sales say?• Support say?• Users say?• Partners say?• Prospects say?
© 2012 NetIQ Corporation. All rights reserved.12
© 2012 NetIQ Corporation. All rights reserved.13
© 2012 NetIQ Corporation. All rights reserved.14
Content That Exists
© 2012 NetIQ Corporation. All rights reserved.15
Plus: Location, Content Type, Buying Stage, GTM, Purpose, Web/Marcom Area, Comments, Actions, etc. etc.
© 2012 NetIQ Corporation. All rights reserved.16
@D_Shephard You probably have the content you need. Figure out how to deliver and integrate it into the customer experience.
http://inmaps.linkedinlabs.com
© 2012 NetIQ Corporation. All rights reserved.17
© 2012 NetIQ Corporation. All rights reserved.18
Attract
Engage
Nurture
Sell
Deliver
Unaware
InterestEstablished
ProblemAcknowledged
Looking forSolution
© 2012 NetIQ Corporation. All rights reserved.19
@D_Shephard content can be aligned with the sales funnel. Start with an engaging / inspirational story this will connect many more people
http://inmaps.linkedinlabs.com
© 2012 NetIQ Corporation. All rights reserved.20
© 2012 NetIQ Corporation. All rights reserved.21
Content Target Audience
Wants
Content That Exists
Inc. SEO Content Google Wants
© 2012 NetIQ Corporation. All rights reserved.22
Personas
Define Objectives
/ Create Templates
Query Database
Interview Employees
Interview Customers / Prospects
Publish Persons
© 2012 NetIQ Corporation. All rights reserved.23
Personas
© 2012 NetIQ Corporation. All rights reserved.24
Customer Journey
© 2012 NetIQ Corporation. All rights reserved.25
Customer Journey
© 2012 NetIQ Corporation. All rights reserved.26
Route Optimization
© 2012 NetIQ Corporation. All rights reserved.27
Content Target Audience
Wants
Content That Exists
Content Organization
Wants
Inc. SEO Content Google Wants
© 2012 NetIQ Corporation. All rights reserved.28
Content Target Audience
Wants
Content That Exists
Content Organization
Wants
Inc. SEO Content Google Wants
Make This!
© 2012 NetIQ Corporation. All rights reserved.29
Content Target Audience
Wants
Content That Exists
Content Organization
Wants
Inc. SEO Content Google Wants
Make This!
Tweak / Atomize This!
© 2012 NetIQ Corporation. All rights reserved.30
Tweak / Atomize This!
© 2012 NetIQ Corporation. All rights reserved.31
@D_Shephard Share your personality and perspective. People can get information from Google. They like your content because they like YOU.
http://inmaps.linkedinlabs.com
© 2012 NetIQ Corporation. All rights reserved.32
Be Interesting…
http://www.blacksquid.com.au/packaging.php
© 2012 NetIQ Corporation. All rights reserved.33
Tweak / Atomize This!
© 2012 NetIQ Corporation. All rights reserved.34
Tweak / Atomize This!
© 2012 NetIQ Corporation. All rights reserved.35
Tweak / Atomize This!
© 2012 NetIQ Corporation. All rights reserved.36
© 2012 NetIQ Corporation. All rights reserved.37
Content Target Audience
Wants
Content That Exists
Content Organization
Wants
Inc. SEO Content Google Wants
Make This!
Is It Effective?• What objective?• Who is audience & why
Tweak This!
© 2012 NetIQ Corporation. All rights reserved.38
Content Target Audience
Wants
Content That Exists
Content Organization
Wants
Inc. SEO Content Google Wants
Make This!
Is It Effective?• What objective?• Who is audience & why
Tweak This!
Yes No
© 2012 NetIQ Corporation. All rights reserved.39
Content Target Audience
Wants
Content That Exists
Content Organization
Wants
Inc. SEO Content Google Wants
Make This!
Is It Effective?• What objective?• Who is audience & why
Tweak This!
Yes No
Why?Why?
© 2012 NetIQ Corporation. All rights reserved.40
Content Target Audience
Wants
Content That Exists
Content Organization
Wants
Inc. SEO Content Google Wants
Make This!
Is It Effective?• What objective?• Who is audience & why
Tweak This!
Yes No
Why?Why?
Move It
Kill It
Tweak It
© 2012 NetIQ Corporation. All rights reserved.41
Content Target Audience
Wants
Content That Exists
Content Organization
Wants
Inc. SEO Content Google Wants
Make This!
Is It Effective?• What objective?• Who is audience & why
Tweak This!
Yes No
Why?Why?
Test It
Move It
Kill It
Tweak It
© 2012 NetIQ Corporation. All rights reserved.42