Developing Content For Every Stage Of The Buyer LifeCycle

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Developing Content for Every Stage of the Buyer Lifecycle

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Panelists MODERATOR: Kim Zimmermann Senior Managing Editor, Demand Gen Report

Dana Harder VP of Client Strategy��Content4Demand @DanaHarder

[email protected] 201.257.8528 x216

Tonya Vinas Sr. Content Strategist��Content4Demand @TonyaVinas


MAPPING BUYER INSIGHT TO CONTENT STRATEGIES.

Developing Content For Every Stage of the Customer Lifecycle

MAPPING BUYER INSIGHT TO CONTENT STRATEGIES. 8

THE EVOLUTION OF CONTENT MARKETING …the concept of nurturing comes to life!

Begin with the buyer. End with engagement.

MAPPING BUYER INSIGHT TO CONTENT STRATEGIES. 9 Begin with the buyer. End with engagement.

THE EVOLUTION OF CONTENT MARKETING …we created a way to measure the nurturing.


THE EVOLUTION OF CONTENT MARKETING …we learned to work together, sometimes!


TOP OF FUNNEL

GENERATION

DIRECT MAIL

EMAIL

EVENTS

ORGANIC SEARCH

PAID SEARCH

SOCIAL MEDIA

WEBINARS

WHERE WE ARE TODAY!


*Courtesy of our friends at Blue Bird Strategies.


TOP OF FUNNEL

GENERATION

DIRECT MAIL

EMAIL

EVENTS

ORGANIC SEARCH

PAID SEARCH

SOCIAL MEDIA

WEBINARS

THE MISSED OPPORTUNITY!


*Slide courtesy of Bluebird Strategies


WHAT DOES THIS ALL MEAN FOR CONTENT?

3 Begin with the buyer. End with engagement.

*Charts courtesy of Sirius Decisions.


CONTENT AND THE BUYER STAGES



EDUCA

TION

E-books, Infographics, Assessments, Motion Graphics, White Papers, Guides, Blogs, Newsletters

SOLU

TION

White Papers, White Board Videos, Checklists, Q&As, Briefs, Case Studies SE

LECT

ION

Checklists, Q&As, Briefs, Case Studies, Testimonials, ROI Calculators


EDUCATION: LOOSEN THE STATUS QUO INFORM WITH… E-books, Infographics, Assessments, Motion Graphics, White Papers, Guides, Blogs, Newsletters



EDUCATION: COMMITTING TO CHANGE TRIGGER WITH… E-books, Infographics, Assessments, Motion Graphics, White Papers, Guides, Blogs, Newsletters



SOLUTION: EXPLORING POSSIBLE SOLUTIONS BENEFIT WITH… White Papers, White Board Videos, Checklists, Q&As, Briefs, Case Studies



SOLUTION: COMMITTING TO A SOLUTION DIFFERENTIATE… White Papers, White Board Videos, Checklists, Q&As, Briefs, Case Studies


VENDOR SELECTION PHASE: JUSTIFYING SOLUTION BUSINESS CASE… Checklists, Q&As, Briefs, Case Studies, Testimonials, ROI Calculators



VENDOR SELECTION PHASE: JUSTIFYING SOLUTION CONFIRM… Checklists, Q&As, Briefs, Case Studies, Testimonials, ROI Calculators

CAMPAIGNS IN ACTION: COX MEDIA

21

EDUCATION

SOLUTION

SELECTION


UNDERSTANDING BUYER NEEDS THROUGH THE FUNNEL STAGES



WHO IS YOUR TARGET AUDIENCE?


Informa`on about the Buyer ➢ Industry trends ➢ Regional varia`ons ➢ Value chain ➢ Size



WHO IS YOUR TARGET AUDIENCE?


Personas ➢ Where does the buyer need help? ➢ Can we talk about the help? ➢ Where will our insight make a difference?


WHAT IS THE PAIN REMEDY AT EACH STAGE?


➢ What quesòns will the buyer ask? ➢ General to specific informaòn. ➢ Vision to implementaòn



QUICK AND DIRTY: 3 Questions


➢ What is the buyer doing at each stage of the cycle? ➢ What informa`on do they need to be effec`ve? ➢ How can they be the hero on the buying team?


GATHERING ONGOING INTELLIGENCE


Content Interac`vity ➢  Assessments and Quizzes: Expected vs. Actual ➢  Check out Comments and Other (Seriously) ➢  Social ac`vity ➢  Ac`on bu>ons ➢  When does the call come? ➢  What ac`ons are they taking given a choice? ➢  Behavior with content


LEVERAGING CONTENT ACROSS THE FUNNEL



CONTENT AND POROUS SILOS REPURPOSING AND MODULAR CONTENT


Education Solution Selection

Progressive

Blog

Webinar Guide

Shared/Repurposed

Infographic

G-book Video

Many-to-One

Blog round-up

Top 5 checklist

Case study portfolio


AUTOTASK: PROGRESSIVE MODULAR CONTENT



NANOLUMENS: SHARED / REPURPOSED



CROWE HORWATH: MANY-TO-ONE MODULAR CONTENT



OTHER WAYS TO BE MORE MODULAR


➢  Quote banks ➢  Stat banks ➢  Unique research ➢  Templates ➢  Design


CONTENT TO SUPPORT INVESTMENT CASE


➢  Directly connect to top and/or bo>om lines. ➢  Use formulas that prove ROI, TCO, profitability, etc. ➢  Clearly show the path to adop`on. ➢  Use an appropriate tone. ➢  Make it easy.


THANK YOU!!!

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Q & A // Panelists MODERATOR: Kim Zimmermann Senior Managing Editor, Demand Gen Report

Dana Harder VP of Client Strategy��Content4Demand @DanaHarder


Tonya Vinas Sr. Content Strategist��Content4Demand @TonyaVinas


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February 15-‐17, 2016 ScoWsdale, Arizona

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Developing Content For Every Stage Of The Buyer LifeCycle

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Transcript of Developing Content For Every Stage Of The Buyer LifeCycle