Post on 14-Apr-2017
www.joelcapperella.com
MAKING CONTENT MARKETING WORKChallenges and How to Address Them with Above the Funnel Focus
CHALLENGES
IDEA TO DEMAND
Hard to do with a complex marketing mix.
Takes too long to realize value.
It requires a lot more effort than we thought it would
Hard to get sales excited about it early on.
Hasn’t lead to the cost reduction we excepted.
It increases volume of unqualified leads.
It is really hard to integrate it with our social media efforts..
Hard to do with a complex marketing mix.Takes too long to realize value.
It requires a lot more effort than we thought it wouldHard to get sales excited about it early on.
Hasn’t lead to the cost reduction we excepted. It increases volume of unqualified leads.
It is really hard to integrate it with our social media efforts.
IDEA TO DEMAND
Above the Funnel Value Story
Above the Funnel Value Story
IDENTIFYING, DEVELOPING, AND DELIVEIRNG THE ABOVE THE FUNNEL VALUE STORY IS THE FUEL FOR ALL MARKETING
EFFORTS
How do we develop the ABOVE THE FUNNEL VALUE STORY ?
Trend Theme
Trend Theme
Trend Theme
WHAT ALIGNS?ID Core Content Themes within each trend.
TRENDS
PERSONAS
ABOVE THE FUNNEL VALUE STORY
Trend Theme
Trend Theme
Top Trend
Theme
ALIGNED
TRENDS
BOTTOM
ABOVE THE FUNNEL VALUE STORY Impressions & Account Penetration
(targeted platforms, varying content types, evaluated for performance)
MIDDLE
TOPTrend
Theme
Trend Theme
Top Trend
Theme
ALIGNED
TRENDS
AGILE FRAMEWORK
CONTENT STRATEGY, DELIVERY & DEMAND GEN
STRATEGIC SALES ENABLEMENT
Above the Funnel
Value Story
CASE STUDYLarge SaaS ERP Player Manufacturing Vertical
Four Best Practices to Manage the Strategic Vision for the Internet of Things in Manufacturing
TALENTSECURITY & PRIORITIZATION
PROCESS MAPPING
Four Best Practices to Manage the Strategic Vision for the Internet of Things in Manufacturing
Talent
Process Mapping
Security &
Priorities9 TO 12 MONTH CONTENT FOUNDATION
Talent
Process Mapping
Security &
Priorities
Four Best Practices to Manage the Strategic Vision for the Internet of Things in Manufacturing
Why the Internet of Things Makes U.S. Manufacturing a
National Security Risk
Talent
Process Mapping
Security &
Priorities
Four Best Practices to Manage the Strategic Vision for the Internet of Things in Manufacturing
TOP General Analysis
Simple Recommendations Investment Considerations
Training Program Recommendations
Why the Internet of Things Makes U.S. Manufacturing a
National Security Risk
Talent
Process Mapping
Security &
Priorities
Four Best Practices to Manage the Strategic Vision for the Internet of Things in Manufacturing
MIDDLE Integration Assessment
Methodologies and PlanningApplication coverage assessment
Why the Internet of Things Makes U.S. Manufacturing a
National Security Risk
Talent
Process Mapping
Security &
Priorities
Four Best Practices to Manage the Strategic Vision for the Internet of Things in Manufacturing
BOTTOMBuying Guide
PricingProject Integration Plans
SEO
PR
SEM
EMAIL NURTURING
VIRTUAL EVENTS
TARGETED PHYSICAL EVENTS
ACCOUNT TARGETING
DEAL SUPPORT
CUSTOMER RETENTION
Security &
Priorities
APPLIED TO YOUR ABOVE THE FUNNEL VALUE STORY
TrainingShort Term AdvisoryEmbedded Integration Oversight
AGILE FRAMEWORK
STRATEGIC SALES ENABLEMENT
Above the Funnel
Value Story
CONTENT STRATEGY, DELIVERY & DEMAND GEN
www.joelcapperella.com
MAKING CONTENT MARKETING WORKChallenges and How to Address Them with Above the Funnel Focus