Spice Up Your Marketing Content: The Perfect Recipe

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THE PERFECT RECIPE:Spice Up Your Marketing

Content


Today’s Presenters

Janelle JohnsonDirector, Demand [email protected]@janelle_johnson

Linda WestManager, Demand [email protected]@misslindawest


Agenda

1. The Rise of Content Marketing

2. Your Content Recipe

– Values

– Persona

– Hitting the Sweet Spot

3. Quick Tips


THE RISE OF

CONTENT1


The Fall of Mass Marketing

• The old marketing paradigm: reach is paramount

• Messaging centered around conformity & narrow ideals


The Rise of Content Marketing

Access

+ Choice

_________________

Increased Fragmentation &

Accelerated Change



Consumers direct their own buying journey– 78% start the buying process with a web

search

– 50% turn to social media and peer reviews

Source: DemandGen Report



• The new marketing paradigm: content is king

• Content should be mapped to buyer journey

Whitepaper Download

Confirmation Email with

link to asset

Recorded webinar on same topic

eBook on similar topic

Corresponding Infographic


The Failure of Demographics

70% of buyers view 4 or more pieces of

content when considering/making a

purchase



B2B vendors that invest in content/take time to customize their online

offerings generate 67% more leads than their

competitors.



Content creation is ranked as the single most effective SEO

technique



Content marketing costs 62% less than traditional marketing


New Challenges:

• Unique Content - don’t blend, don’t get lost

• Content Quantity - maintain high volume and high quality

• Content that actually sells (subtly)



YOUR CONTENT RECIPE:VALUE + PERSONA = KILLER

CONTENT2


The Recipe

turkey

peppernoodles

THE MEAT:

Your company and product values

+ THE SPICE:

Your Customer Personas_____________________________

THE 5-STAR MEAL:

The expert combination of value and persona


The Meat

turkeyTHE MEAT:

Your company and product values

• You probably already have these!

• Identify driving values behind your company

• Connect values to products and product benefits


The Meat

Apple 1977 - Values

• Empathy

• Focus

• Impute / Design


The Spice

pepperTHE SPICE:

Your Customer Personas

• Avatars for your primary buying groups

• Defines buyer’s personality, values, attitudes, interests, and lifestyle

• Defines buyer’s primary goals & concerns, as related to your product


Behaviordesktop

Collecting Persona Data:

• Customer focus groups

• 1-to-1 customer interviews

• Internal interviews

Questions to Ask:

• What is their job level and job function?

• What keeps them up at night?

• What are their personal and professional goals / aspirations?

• Where do they spend time online?

• What problem do you help them solve in their day-to-day lives?

• What do they perceive as valuable?

• What some common objections your product or service offering?

The Spice


Age: 25Gender: MaleJob Level: ManagerGoals: Seeking a promotion w/in 12 monthsWhat keeps him up at night?• Maintaining work/life

balance• Budding relationshipsCharacteristics: • Tech savvy• ambitious Spends time online at: Industry blogs, twitter, linked in, reddit

The Spice

What Does a Persona Look

Like?


The 5-Star Meal

noodles

THE 5-STAR MEAL:

The expert combination of value and persona

• Finding the overlap between persona and product values

• Good content is symbiotic, it subtly sells, while also proving value to your prospect


The 5-Star Meal

Empathy FocusDesign

THE SWEET SPOT


The 5-Star Meal

Apply the company values to the persona.

Leading Questions:What do your corporate values mean to this avatar? How does it play out in this person’s life?

EmpathyWhat does empathy mean to this individual?FocusWhat is this individual focused on? What do they perceive as most important in their life?Impute/DesignWhat visual influences inspire and attract this person?


The 5-Star Meal

Empathy+ Budding Relationships & Work/Life Balance___________________________________


CHEF’S SECRETS:QUICK TIPS3


Quick Tips

earthTIP 1:

Import your ingredients

• Get input from sources outside of marketing

• Set up a network of regular contributors to support content volume.


Quick Tips

Sources to Tap:

Sales – they know common objections

Customer service – they know pain points

External contributors – fresh perspective


Quick Tips

cookTIP 2:

Dress up your leftovers

• Solid content sometimes just needs some dressing to make a hearty meal

• Format matters – cut content into smaller chunks

• re-position old content for a new persona


10-page Whitepaper

4+ Blog Posts

Quick Tips


Quick Tips

clockTIP 3:

Serve at the right time and temperature

• Context matters: position your content in the context of current events

• Try newsjacking – piggyback on hot topics to get more leverage


Map your

existing

content to

your buyer

personas to

identify gaps

and

opportunities

Take an

inventory of

your existing

content

Map out your

buyer

personas

12

3

Your Next Steps…


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Interested in a demo?Call +1 (877) 530-1555Email [email protected]

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