What Comes After Content
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Transcript of What Comes After Content
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WHAT COMES AFTER CONTENT MARKETING
Redefining the Prospecting Process With $
SLIDESHARE (SEPTEMBER 2014)
buiitime.com
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Cold calling…
…blast emailing
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And even old fashioned entertaining!...
Cartoon, or image of someone at dinner.
Yes, people still do this.
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…has given way to a more complex (and jumbled) web of Marketing Technology...
Email Marketing
Aggregation
CRM
Ads
Chatting
SEOChatting
Data Lists
Collaborating
Landing Pages
Customer Surveys
Loyalty
Cloud
Referrals
Blogging
LoyaltySocial Media
Analytics
ETC...
Adding in the provider names would make for
a seemingly endless number of
MarketingTech configurations.
PR
Mobile Games
Webinars
Content Development
Automation
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…where RELEVANT Content delivery is front and center.
Reserved For Content
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The CMO…
…or CMT
That’s Chief Marketing Technologist, if you
have one.
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…or if you’re a small business owner…
YOU
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…is faced with the daunting task of
1. researching (sorting through many providers)
2. acquiring (negotiating with many providers)
3. staffing for (avoiding the weak link)
4. deploying (getting everything to work together)
5. and optimizing this
… into some semblance of this…
MarketingTech Tool 1
MarketingTech Tool 2
MarketingTech Tool 3
MarketingTech Tool 4
MarketingTech Tool …
ContentCircles are great for showing how harmonious things can
be, if only they were!
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…to Deliver this…
PROSPECT
…to him.
CONTENT
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Overwhelming, isn’t it?
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OK, Let’s Start From The
Beginning!
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The Main Goal of Creating and Delivering Content,
by whatever means, …Old School New School
Content
MarketingTech Tool 1
MarketingTech Tool 2
MarketingTech Tool 3
MarketingTech Tool 4
MarketingTech Tool …
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… is to engage a prospect in a MEANINGFUL DISCUSSION about your product/service offering, whether it’s…
There are other reasons to deliver content; building brand awareness, SEO, engagement, reduce acquisition
cost, …
On-line
In-Person On the phone…
At an event
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…which hopefully leads to a
SALE!
…but none of that matters unless you sell something! That’s why “driving
sales” is the top reason for developing content!
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But it seems these days with the abundance of MarketingTech to choose
from, there is a lot of jumping through …
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Or burning through….
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…to see what works!
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SO WHAT’S NEXT?
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TRY
Dollars!
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This is where it gets a little wordy.
What?
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Every time a prospect meets with a salesperson, the prospect could have done something else with their time.
In Econ 101, that’s referred to as an
OPPORTUNITY COST.
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What’s the potential opportunity cost for a prospect?
Find out, ask them, research it.
Their hourly wage. Cost of not seeing a patient.
Foregone meeting with a client.Lost sale.
Personal time lost.
Less billable hours.Lost productivity.
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THEN OFFSET IT, and BUY THERE TIME!
What better way to meet with a prospect than to Value Their Time!
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Don’t take it the wrong way!
Content has it’s place.
But the simple fact is in a competitive market, where everyone is investing in, creating and delivering quality Content,
Content is not hard to find.
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So how do $ make their way into today’s MarketingTech web?
$
$
$
$
$
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For a business with an established MarketingTech program, $ can be part of it.
MarketingTech Tool 1
$ Paid To A Prospect
MarketingTech Tool 3
MarketingTech Tool 4
MarketingTech Tool …
Content Prospect Engagement- Meeting- Call- Webinar- Conference attendance- Etc
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Prospect Engagement
Or $ can start it.
A streamlined way to prospect, where you know your
marketing spend. Simple, and effective for a small business! The content delivered is your
solution. Think about it!
CRM$ Paid To
A Prospect
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Or $ can redefine it!
Content
ProspectEngagement
MarketingTech Tool 1
MarketingTech Tool 2
MarketingTech Tool 3
MarketingTech Tool 4
MarketingTech Tool …
Hey! It’s no longer about prospecting for meetings via Content. It’s about Branding,
Advertising, Promoting…
Go Direct.
$ Paid To A
Prospect
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So it’s not a
match,
but a “What comes next one?”
$ Contentvs.
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And given that $
- can be directly valued (unlike Content)
- can distintermediate the main purpose of Content
- and is a lot easier to figure out…
What’s the “true cost of content”, and how does that translate into a Meaningful discussion with a
prospect, and then into a sale? I bet you have to estimate, or give
a range for this value.
If they had to choose, would a client take your content, or the $
you paid to develop and distribute the content? When it’s meeting time, the truth is, they want to know about your
solution, not a value add piece! Skip the content, and pay the
prospect. WIN – WIN!
No expensive web of MarketingTech to figure
out, in hopes to making it work. $ Work!!!!
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…we believe $ will find a seat close to Content, near the front row.
Reserved For Content
$
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* BuiiTime is a registered trademark of BuiiTime LLC
“The key is in not spending time, but in investing it."- Stephen R. Covey
“Time is the coin of your life... Be careful lest you let other people spend it for you.” - Carl Sandburg
"Time is really the only capital that any human being has, and the only thing he can’t afford to lose.”- Thomas Edison
BuiiTime (Buy + Time) – Where time really is $A few of our favorite quotes
“Remember, time is money.”- Benjamin Franklin