Getting Customers To Produce More Content

Getting Customers to Create More Content For You

@explorics www.explorics.com

What I want to get out of today

1.  Is content primarily a “top-of-the-funnel” exercise? Will it remain that way?

2.  What are some of the really unique ways you have used content (or seen it used) to engage customers and buyers?

Chat: What do you want to get out of today?

What was the last

movie you saw in a theater?

Chat: What was the last movie you saw in a theater?

from Crap. The Content Marketing Deluge by Velocity Partners


Poll: Is 2014 the year of Crap Content? -  Definitely -  Hell no -  Not if I can

help it


25% OF YOUR CONTENT SHOULD COME FROM YOUR CUSTOMERS

Poll: How much of your content comes from customers now? -  None -  <10% -  10-25% -  25-50% -  50% +

Chat: What does it mean – to have content come from your customers?

from

from

from

Chat: What are your top content marketing goals?

from business2community.com

Poll: What stage is most of your content marketing effort directed toward? -  Problem

awareness -  Resolution

Investigation -  Solution

Evaluation -  Vendor

Evaluation

That’s a lot of content!


Customers… •  Provide access to highly targeted communities •  Discuss problems in meaningful terms •  Gossip about new and interesting things


Customers… •  Answer “how did someone just like me solve a problem just like mine?” •  Report on events and trends from the real-world •  Give talks so others can learn from their experiences


Customers… •  Have actual success metrics •  Discuss how they get things done in their organization •  Share their own best practices


Customers… •  Support vendors they love •  Act as community thought leaders •  Want to be recognized for successful outcomes

25% OF YOUR CONTENT SHOULD COME FROM YOUR CUSTOMERS

Why? • More targeted audiences

•  Volume, speed, variety •  Deeper engagement

• Meet needs of buyers

Your Customer Relationships Poll: Which best describes your company? -  We protect

access to customers because deep down we fear they are unhappy.

-  We are active partners with our customers and look for ways to work together.

-  Somewhere in the middle

The Leap Of Faith: Your customers also benefit from the content they create.

Chat: What was a creative way you involved a customer?

“Global education will get students to start seeing a different perspective.”

renewal rate for customers in

the advocate program

more stories for marketing

and sales

100%

300x

40

crowdsourced video testimonials

Twitter Chats

Customer Spotlight

Forum Discussions & Commentary

“Our customers love us. Why aren’t they doing more for us?”

Advocate for your customers and they’ll return the favor in a big, big way.

:

YOU:

B2B Customer Loyalty & Advocacy Programs

•  Customer engagement programs •  Customer panels •  Social nurturing & prospecting •  Thought leadership & PR •  Lean startup •  Product marketing staffing

About Us

@explorics www.explorics.com

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Getting Customers To Produce More Content