@j9rossignol

FIVE CONTENT MARKETING MISTAKES YOU MIGHT BE MAKING.AND HOW TO FIX THEM.

@j9rossignol

@j9rossignol

ARTICLESBLOGSNARRATIVE VIDEOSINFOGRAPHICSWHITE PAPERSLISTSAPPSSURVEYSMOBILE HOW-TO VIDEOS PRESENTATIONSEBOOKSEMAIL

CONTENT CONFUSION?

@j9rossignol

@j9rossignol

CONTENT AVAILABLE

LOW

NONE EXCESSIVE

HIGH

PRIMING FOR SUCCESS

MISSING OPPORTUNITY

TALKING TO YOURSELF

SITTING ON THE SIDELINE

AU

DIE

NC

E R

ELEV

AN

CE

@j9rossignol

@j9rossignol

CONTENT AVAILABLE

LOW

NONE EXCESSIVE

HIGH

AU

DIE

NC

E R

ELEV

AN

CE

@j9rossignol

@j9rossignol

MISTAKE #1: YOUR PURPOSE IS NOT DEFINED

@j9rossignol

@j9rossignol6

@j9rossignol

@j9rossignol

THE FIX: CLARIFY YOUR GOAL

@j9rossignol

@j9rossignol

MISTAKE #2: YOU ASSUME YOU KNOW WHO YOU’RE TALKING TO

@j9rossignol

@j9rossignol

Hello,

We would like to apologize for the missing mask on your order. Unfortunately, we can no longer send replacement for the missing parts of the costume like the missing heavy-duty plastic mask on your costume. We would be happy to give you a refund of $10 for the missing mask and you might be able to find a mask in one of the local stores near you. Please let us know if you agree with the refund.

Thank you,AmberCustomer Service Representative

Amber 10/6/14

@j9rossignol

@j9rossignol @j9rossignol

@j9rossignol

Hello,

Thank you for you for your email. Please accept a replacement with order number 243976021. Again, we apologize for any inconvenience this may have caused you. We hope you will be pleased with the replacement and that you’ll continue to be a loyal and valued customer. Please let us know if there is anything else we can do for you.

Sincerely,AmberCustomer Service

Amber 10/10/14

@j9rossignol

@j9rossignol @j9rossignol

@j9rossignol

THE FIX: IDENTIFY YOUR AUDIENCE (AND REALLY GET TO KNOW THEM)

@j9rossignol

@j9rossignol

WHO ARE YOU TALKING TO?

What kind of information do they need to make decisions at each stage of the buying process?

Where do they go for help? Who and what are their trusted sources?

What is their decision making process, who’s involved and when are they involved?

Once you get through the obvious… role, industry, average years of experience, education, etc.

Find out:

@j9rossignol

@j9rossignol

MISTAKE #3: YOU EXPECT EVERY PIECE OF CONTENT TO DRIVE ROI

@j9rossignol

@j9rossignol

KPI: Alumni Donations

@j9rossignol

@j9rossignol

Alumni magazine and webinars = increased KPIs of positive alumni ratings.

University research paper published in Science; Recruitment brochure; New Student Welcomebrochure = increased KPIs of positive community news. @j9rossignol

@j9rossignol

THE FIX: MODIFY YOUR KPIsTO MATCH THE ROLE

@j9rossignol

Examples of content KPIs

Impressions (how many people saw it)

Social media mentions

Number of ways it was repurposed

Engagement  (percent of actions taken based out of total impressions)

Comments and interactions

Downloads

Click-through rate

@j9rossignol

@j9rossignol

MISTAKE #4: YOU BUILD IT AND THEY DON’T COME

@j9rossignol

@j9rossignol

So much content…so little utilization

200+ sell sheets

100 brochures

50 case studies

40+ byline articles

100s of blog posts annually

1200+

quotes/media mentions in articles

100s of FYIs annually

Dozens of white papers and survey results

@j9rossignol

@j9rossignol

THE FIX: AMPLIFY YOUR CONTENT ASSETS

@j9rossignol

@j9rossignol @j9rossignol

@j9rossignol24

MISTAKE #5: MARKETING AND SALES AREN’T IN SYNC

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@j9rossignol @j9rossignol

@j9rossignol

THE FIX: UNIFY THE TEAM

@j9rossignol

@j9rossignol

Think like a sales person

Plan your “sales” call

Do your research

Listen more than you talk

Close strong

@j9rossignol

@j9rossignolXerox Internal Use Only

1.YOUR PURPOSE IS NOT DEFINED

4. YOU BUILD IT AND THEY DON’T COME

5. MARKETINGAND SALES AREN’T IN SYNC

2. YOU ASSUME YOU KNOW WHO YOU’RE TALKING TO

3. YOU EXPECT EVERY PIECE OF CONTENT TO DRIVE ROI

@j9rossignol

@j9rossignolXerox Internal Use Only

4. AMPLIFY YOUR CONTENT ASSETS

5. UNIFY THE TEAM

1.CLARIFY YOUR GOAL

2. IDENTIFY YOUR AUDIENCE

3. MODIFY YOURKPIs TO MATCH THE ROLE

@j9rossignol

@j9rossignol

“When the products and services you sell are similar to others, it’s the story you tell and the way you tell it that makes all the difference” —Corporate Visions/SEC

So go tell one that’s interesting and relevant.

@j9rossignol

@j9rossignol

Q&A

TWITTER: @j9rossignol