How to Fuel Your Content Strategy with ABM
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Transcript of How to Fuel Your Content Strategy with ABM
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§ Easy to browse your content
§ Easy to navigate (menu structure)
§ Easy to find stuff (search ability)
1. MAKE IT EASY
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Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Format By Topic Ok for Inbound
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Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Format By Topic By Vertical By Persona By Segment By Account
Content must be organized for buyers and your sales team to find. Spoon feed if necessary.
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§ Learn from Ikea!
§ Where should people go next?
§ Recommended content
§ Call-to-actions
3. CREATE AN ENGAGEMENT PATH
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§ No distinct call to action
§ No recommended content
§ Nowhere to subscribe
§ No images or videos
§ No links to learn more
AVOID THIS!
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Generic
OTHERCONTENT
10Toolstoupproduc4vity
Webinar:howtocreatekillercontentwithoutspendingmore4me
9marke4nghacksusingZapier
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Tailored
MarketoTips&Tricks
10ToolsthatmakeMarketowaybeGer
Webinar:howtocreatekillercontentwithoutspendingmore4me
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KEY TAKEAWAYS ü Make it Easy
ü Create an Engagement Path
ü Organize For Marketing and Sales
ü Personalize the Content
ü Tailor the Experience
ü Track and Measure
ü A Traditional CMS Won’t Cut It
ü Come to #UFX2016