Text of The Content Continuum: Winning The Hidden Sales Cycle With The Right Answer
PRESENTED BY! #C2C14! The Content Continuum! Winning the Hidden Sales Cycle with the Right Answer! ! ! !
3 PLEASE QUEUE UP THIS VIDEO AT 2M15S Play: http://youtu.be/cV0tCphFMr8?t=2m15s
4 OUR VALUE EXCHANGE A framework for developing a content marketing strategy that matters in the context of demand gen Look at and beyond assets Tons of data
5 CONTENT CONTINUUM This is the story of the content continuum. How companies win the hidden sales cycles along the road to revenue. Each toll gate represents a milestone moment in the buyers journey. To achieve the value exchange, content marketers must successfully answer the buyers question.
6 PACE: ABERDEENS MATURITY CLASS FRAMEWORK ! PRESSURES ACTIONS CAPABILITIES ENABLERS External and internal forces that impact an organizations market position, competitiveness, or business operations. The strategic approaches that an organization takes in response to industry pressures. The business competencies (organization, process, etc) required to execute corporate strategy. The key technology solutions required to support the organizations business practices. What are Best-in-Class Companies doing differently? What pitfalls are they avoiding? Why are they achieving greater success? What technologies and services are enabling them to succeed?
7 TRIP KUCERA VP & CMO-in- Residence Aberdeen Group / Harte Hanks Over 15 years experience in B2B Marketing Industry Experience: Sr. Research Analyst; Aberdeen Group Corporate Communications; Successfactors / Plateau Corporate Communications; LogMeIn Product Marketng; Progress Software PR; Sonic Software Principle Marketing Research Analyst Lead Aberdeen client delivery & success team
8 Today's Road to Value The Content Continuum Recap: Hidden Sales Cycle Content Competition Whats the Question? Content Marketing Stats Recommendations
9 ControlofMessage&Visibility Competitors Content + Community Marketer (You) Discovery Consideration Evaluation Selection Whats my problem? How do I solve this? What tools do I need for success? What are the risks? REVISITING THE HIDDEN SALES CYCLEANSWER THE QUESTION Marketings Imperative: Get Vision-Shaping Content In the Path of the Buyer
10 CONTENT MARKETING PRESSURES
11 CONTENT COMPETITION
12 IN A WORLD 80%
13 CONTENT VS. ATTENTION Availability of Attention Content Competition
14 THREE Fs OF CONTENT SUCCESS Fine Beautiful, smart, highly-creative content will find an audience. Fit Content must have utility to be effective. Beautiful content that doesnt move the buyer to action (eventually) isnt going to be seen as beautiful for long. Findable Being there is 90% of success (but Google takes care of this, right?)
15 A BIAS FOR FIT AS SUSTAINABLE DIFFERENTIATOR
HOW DO YOU ACHIEVE FIT?
17 NOT EASY STUFF
18 BUT BEST-IN-CLASS ARE BETTER AT IT
22 WHATS THE QUESTION?
24 WHAT ARE CRITICAL QUESTIONS? The question must be answered to progress through the gate stage (or false positive results) Questions are often implied, if not explicit (especially in early stages) The answer is generally contained in content (especially in early stages) Some buyers may pass go (they may already know the answer)
25 WHATS THE QUESTION? Buyers stage: Discovery! ! Critical questions: What dont I know? How can I be successful at work? What skills do I need to be competitive?! ! Content criteria: vision forming, challenges status quo, benchmarks performance (generally shorter-form) ! ! !
29 WHATS THE QUESTION? Buyers stage: Consideration! ! Critical questions: Which problem should I solve now? How do I solve the problem? Which capabilities are important?! ! Content criteria: Capabilities and best practices (buyer begins to become mental user), use-case examples (longer-form content emerges)!
31 CONTENTS ROLE IN LEAD NURTURING
32 CONTENTS ROLE IN LEAD SCORING
33 WHATS THE QUESTION? Buyers stage: Evaluation! ! Critical questions: Who can help me solve this problem? How can I reduce risk, maximize ROI?! ! Content criteria: Solution- centric; ROI (risk of doing nothing perceived as higher than risk of action)! !
34 WHATS THE QUESTION? Buyers stage: Selection! ! Critical questions: How will I succeed? Are we making the right choice? ! ! Content criteria: Customer success, peer-driven insights! !
38 CONTENT ANALYTICS WORK IN PROGRESS
39 RECOMMENDATIONS Consider your buyers information needs theyre critical questions at each stage of the discovery/ decision cycle Make content more than clever (create bias in favor of your solution) Extend the conversation thru to Sales Measure the impact of content based on this model
PRESENTED BY! #C2C14! THANK YOU! For more information on this and other topics, please visit aberdeen.com!