Post on 09-May-2015
description
Managing Content For Lead Gen
Content Frameworks
Collateral Maps
Content Curation/Syndication
Inbound Marketing
Doxim –Day 1…….
Requirements
• Become visible
• Refresh web presence
• Conversion architecture
• Create ‘value-added’ content
• Optimization
• Content Syndication
Short circuit approach….
Expert Assistance
Pipeline Optimization Report:
• Content Strategy
• Communication Strategy
• Syndication Plan
Help With
• Content – Research, Planning & Alignment– Sourcing/Curating– The Value of Metacontent
• Syndication– Internet Sharing– Social Media Marketing
• Curation– Specifically in relation to Twitter
The Buyers Journey
Define the Problem
EvaluateAlternatives
Negotiate and Commit
ThoughtLeadership
Products &Solutions Credentials
1 2 3
Aligning Content
Define the Problem
EvaluateAlternatives
Negotiate & Commit
The Client
wants to:
Education & ThoughtLeadership
Solutions &ProductSuitability
Credentials & DecisionSupport
To do this
they need:
• 101 Education• Trends & Stats• Benchmarks• News• Analyst coverage
• Need & Gap assessment
• Solution comparisons
• Roadmaps• Implementation
plans
• Credentials • Real use-case
studies• ROI/TCO• How to build
business case
Content to share:
Content Inventory
• Thought leadership• One (poor) eBook• One Webinar
• Products and Solutions• 6-7 Product brochures• Two CBA Calculators
• Credentials• Three case studies
Content FrameworkTARGET Bank, CU, WM
Operations Finance Marketing Compliance C-Suite
Bank, CU, WM Operations Marketing C-Suite
Bank, CU, WM Operations Finance Compliance
Bank, CU, WM Operations Marketing C-Suite
Bank, CU, WM Operations Finance Marketing Compliance C-Suite
NEEDS/PAINS Reduce Operational Expense
Meet client demand for eStatements
Compliance Being Green
Improve Customer Service
Reduce CSR workload
Branding across multiple channels
Process Improvement
Ease of document access
Faster CSR response times
Reduce Operational Expense
Compliance Being Green
Integrated Marketing
Cross sell and Up sell Marketing Cost
Reduction Enhanced Customer
Communications Being Green
Reduce Operational Expense
Increased Operational Efficiency
Compliance
VALUE PROPOSITION Help Financial Service Providers to create, deliver and manage business critical documents and content more efficiently and effectively, enhancing their customer’s experience
eStatements Better Looking Statements
Document Imaging(paperless loans)
Statement Based Marketing Know Your Customer
Categories eStatement Best Practice
Communicating better with your statements
Document imaging & management best practices
Marketing with your statements
Compliance and customer identification
Topics eStatements Customer Service Compliance Operational
Improvement
Better Looking Statements
Customer Service Statement
Marketing Operational
Improvement
Document Imaging Customer Service Operational
Improvement
Better Looking Statements
Customer Service Statement
Marketing
Document Imaging Customer Service Operational
Improvement
Collateral MapEARLY - Research/Identification MID - Identify/Evaluate LATE - Evaluate/Select
COLLATERAL OBJECTIVE
Education, information, Industry viewpoints, thought leadership
Help reader understand why Doxim is the right choice
COLLATERAL TYPES White papers, webinars, eBooks, Five and Ten things info sheets, videos, How to’s, Green Initiatives
Competitive analysis, Case studies. Testimonials, NPS info, Awards, Data center/data security, 5970, Service and support offering, Demo request,
OBJECTIVES Lead Generation/Conversion Help reader to shortlist and select DoximEXISTING MATERIAL eBook – Doc mgmt/imaging
CBA - Doc ImagingCBA – eStatements
Service Provider case studies – CUPS, League Data, GilmoreEnhanced statements case study – Wainwright CUDocument Imaging Case Study – Westminster Savings Solutions Videos - doc imaging, KYC, paperless lending
MISSING MATERIALS 5 things to look out for in an eStatement providereBooks:eStatementsBetter looking statementsPaperless lendingStatement solutionseInserts/eNewsletters?Going paperless – tied to document management strategy and tied to the three types of documents- Point in time, activity, relationship
Additional Case studies:Tax Pack for Wealth ManagementeStatements for Wealth ManagementeStatements for CUsEnhanced statements for Wealth managementPartner marketing programs for Service Providers5 ways Doxim impacts your bottom lineSomething on Document Management Strategies/going paperless(see Doculabs) document 5 Ways Doxim impacts your bottom lineWhy choose Doxim
CATEGORY: Early Research and IdentificationContent focusing on Education, information, Industry viewpoints, thought leadership
Have Don’t Have10 Reasons/Things to look for
Things to look for in EStatement provider xThings to look for in Doc imaging provider x10 Reasons – eStatements x10 Reasons - BL Statements x10 Reasons – Doc Imaging x14 Reasons – Doc Management x10 Reasons – Enhanced Statements
Calculators
CBA - Doc Imaging xCBA – eStatements x
Webinar program
– Developing a Practical Document Management Strategy x– Document Imaging: Capturing the Right Information x– Paperless Lending Made Easy – Streamlining Your Loan Management Process
x
eBooks: also good blog material
Doc mgmt/imaging xECM ebook xeStatements xBetter looking statements xPaperless lending xStatement solutions xeInserts/eNewsletters? x
White papers / short“info” Videos- Trends create document using existing content from presentations and ebooks, other sources etc then can also create “short info video” where it makes sense… good for website /youtube. Also great blog and twitter food. Example ideas:
x
Statement Trends: The Road to Interactive, Intelligent Documents x
eStatement Trends: looking beyond the paper statement. xEdelivery
Enotification
Inserts/newsletters
Breaking the Barriers: xAchieving Enhanced /eStatement goals (what’s holding you back? Cost? IT? Exec?)Doc mgmt - breaking the barriers /making the business case for doc mgmt . Segway to "Developing a great doc mgmt strategy" in the mid to late evaluation
Going paperless xalso tied to document management strategy and tied to the three types of documents- Point in time, activity, relationship
Other ideas:
– Branding across multiple channels x– CSR workload/effi ciency x– Cloud Computing 101 x– Document mgmt x– Compliance x– Going Green x
– Professional Services - something about figuring out what's best for you? How do you know what you need? Type of thing.
x
How to: xStatement Design Principles: Creating Best in Class Statements xPt 1: Effective statement Design xPt 2: Advanced Statement Design xPt 3: Cheques x
Primers – “Dick and Jane Style” (or doesn’t have to be that format but a quick primer)Good blog material/website/one pager pdf/slideshare. Also beneficial as sales tool to help reps recognize the needs/pains of the target audience.
x
Focus on the needs/pains of target audience picking mkting/ops/c-suite/ for example (or whichever made most sense to focus on)
“Meet Sally. She’s a marketing mgr at ABC Credit Union,…etc” and the focus of primer would be on: (from content framework doc) Branding across multiple channels x Integrated Marketing x Cross sell and Up sell x Marketing Cost Reduction x Enhanced Customer Communications x Being Green xOther… x- Customer service x- Going Green x- CSR workload/effi ciency x- Operational Improvements x- Meeting client needs x
Category: Mid to Late Evaluation and SelectionContent focusing on Why Doxim is the right choice
Case Studies Have Don’t HaveService Provider case studies – CUPS, League Data, Gilmore xEnhanced statements case study – Wainwright CU xDocument Imaging Case Study – Westminster Savings xeStatement Case Study Credit Union – PenFinanacial xeStatement Case Study Credit Union – Your Credit Union xTax Pack for Wealth Management – OBL x eStatements for Wealth Management xEnhanced statements for Wealth management xPartner marketing programs for Service Providers x
VideosExisting Solutions Videos doc imaging, KYC, paperless lending x
Solution Videos Using existing presentations create 30 – 45 second camtasia - solution/need specific. Youtube/slideshare/website x
Record a video - interview style with Chris R. x
Product Demos x
Papers - also good to parse out for blog food and potentially little video snippets for You Tube ChannelWhy choose Doxim - need to turn this into something that prospect x
5 ways Doxim impacts your bottom line x
Document Management Strategies/going paperless(see Doculabs) document. This ties back to content created for early category. x
Doxim Professional Services - More than just implementation and training… or something like that. x
Doxim Customer Service Excellence xDoxim's successful track record of excellent service and support. We're with you etc.. Create story using customer surveys, customer support etc. could have testimonials from clients on sidebar.
Keeping your Data Secure xDoxim data security protocols – 5970 audits etc. You're secure.(based from web content)
Blogmore bragging about our Awards Tweet/blog ComplianceFill in gaps in the categories
Where to Find Content
• Presentations/Webinars
• Product Brochures
• White Papers
• RFPs and Proposals
• Tech Specs & Manuals
• Training Materials
• News Releases
Repurpose it
Start with a webinar
Turn it into an eBook Create an InfoSheet
Create x blog posts
Tweet about it all
Turn thatinto a video
Syndicate & Communicate
Presentations - Documents - Videos
Client Conference
Share presentations
Take and Syndicate Videos
Repurpose content
Content Re-Inventory• Thought Leadership
• Eight webinars• Four eBooks• Multiple “10 Reasons Why” Info sheets • Dozens of blog articles• Hundreds of Tweets
• Products and Solutions• 11+ Product brochures• 4 videos• 2 x CBAs
• Credentials• Eight Case Studies• Multiple Why Doxim documents
Remember the Metacontent
• The content about the content
• Helps merchandize the content
• Almost as important as the content itself
• Develop with the content
Metacontent Template
Category DetailContent topic/title Descriptive title focused on the customer’s pain. 5-10 words , 65
characters, with most important keywords to left
Tags/keywords All the relevant keywords customers would use to describe this content asset in priority order
Abstract/Description 20-30 word, up to 160 characters, describing what it is and why it’s worth reading
Call out Typically a significant quote pulled directly from the content copy
Landing page copy Longer description of content, including sub topics and headings, benefit bullets etc.
Call to action 4-6 words of benefit copy to call the reader to action – typically to complete the form
Tweets/updates 3-5 tweets promoting the content with keywords and relevant hashtags as appropriate
Blogs 1-5 blogs that home in on section of the content and provide links to the complete piece
Thumbnail Hero shot of the content for landing page, blog articles etc
Metacontent
Metacontent
Site Content BrochuresVideoseBooks
Whitepapers
Managing Twitter (et al)
Curating and Sharing Content
Participating in the SM Sphere
How to be in the game…….Without being swamped by the game
Curation
Curation
Curation
Curation
Communication
Create a content plan
Create key pieceswebinars, ebooks, etc
Repurpose, repurpose, repurpose
Syndicate and communicate
Repeat
Recap
sodonovan@doxim.com
416 836 4545
More?