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Creating a Marketing Narrative
that Drives Sales
1
@jamesmiller_ii
HOST
James MillerVP, Technology Industry
BrightTALKPROGRAM
Simon GerzinaSenior Producer
BrightTALK
#OEAevent
BrightTALK™
TECHNOLOGY MARKETING
@brighttalk
GUEST
Michael VizardIndependent IT Blogger/Editor
2
GUEST
B2B buyers are utilizing online
research in decision making
3Source: Society for New Communications Research
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“To make digital marketing work,
content must do its part to earn trust”
B2B buyers are empowered by available information and in control of the buying process
Marketing expenditure
continues to shift rapidly
towards putting the right
content (and format) in
front of the right person at
the right time
References: David Pitta, BrightTALK; Veronica Brown, The Content Factor
How can you use your limited resources to create a marketing
narrative that drives sales?
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Six ways to drive sales with content marketing
1. Map marketing content to customer needs
2. Optimize content for search and social
3. Release content on a schedule
4. Humanize content
5. Share anecdotal experience
6. Repurpose content
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Map marketing content to customer
needs with a compelling narrative
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Awareness
Consideration
Preference
Loyalty
Market/industry/customer pain points
Case studies and whitepapers
Product and service information
Educational material, success stories, support
What impression
do you want to
leave the audience
with over time?
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Optimize content for search and social
Keyword-rich
Event player available for
live & on-demand viewing
Keyword-rich
Google keyword suggestion tool
Keyword glossary
Title tags
Corporate blog
Video and graphics
Monitoring tools
Social sharing
Create an “editorial” calendar
Release content in regular installments
Set a destination and rhythm for your content
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Release content on a schedule
WEEK MONTH QUARTER ANNUAL
Humanize content to build trust
Use your subject matter experts (SMEs) to express your company’s unique point of view in the marketplace
Validate your position with third party experts
Build people around the brand, not the brand around the people.
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Share anecdotal experience
Stories from partners and customers prove you can deliver on your brand promise
Buyers want to know:
– Pros and cons of your
products and services
– Others’ experiences
– Overall investment
required – new hires,
additional services,
system upgrades, etc.11
Repurpose content to create efficiency
Digital content (i.e., webcasts/videos)
– Break into smaller segments (3-10 mins vs. 45-60 mins)
– Embed on third-party sites
Physical events
– Capture video coverage
– Post blog updates
– Create audiocasts
– Develop whitepapers
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What does sales get?
Engaged and educated buyers
Insight on leads’ digital behavior
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Q&A
Resources
Online Events Academy
– http://academy.brighttalk.com/
Society for New Communications Research
– http://sncr.org/
MarketingProfs
– http://www.marketingprofsu.com/course/59/content-marketing
TopRank
– http://www.toprankblog.com/2011/03/10-tips-content-marketing/
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