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Learn how 3-D content mapping helps you create a thorough content marketing plan. Learn about: - Message types, including persona identification - Implementation of marketing content resources - Getting the most from your content resource efforts
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Presented by: Micky Long, Vice President, Arke4 Group August 30, 2012
Establishing a Solid Content Crea4on Plan with
3-‐D Content Mapping
Speaker
2
• Micky Long, Vice President, Arke4 Group
• Introduc4ons • 3-‐D Content Mapping • Message Types • Simple Campaigns • Ques4ons
Agenda
3
3-‐D Content Mapping Micky Long, Arke< Group
Defining 3-‐D Content Mapping Three main components:
1 Mapping to pain point
2 Mapping appropriate content
3 Mapping to buy cycle
5
Pain Points Uncovered
Who What Why
• Develop personas • Key Ques4ons
6
“I have 3 concerns when I sit down at my desk: ‘what’s our cash flow?’ ‘what is revenue/customer?’ and ‘how efficient is our plant running?’”
Brad the CFO Age: 45 Educa4on: Bachelor’s (Finance) with most likely an MBA
CFO Message • “Our plant solutions can bring
immediate ROI through reduced inventory.”
• “We enhance compliance through advanced reporting.”
About Brad • Reports to CEO • Has financial responsibility for firm • Spends too much time on compliance/
risk mitigation/SOX • Must see fast ROI
Influencers • Peers • Case studies
with ROI • Current
clients • Analyst firms
Goals • Efficiency • Less expenses • Proven ROI • Better
financial ratios
Proof Points • Avg.20%
decrease in inventory
• 30% less waste
Words-phrases that resonate • ROI • Proven • Financially
stable • Integrated
Objections • Cost too much • Burdensome
implementation
Completed Buyer Persona
7
John Doyle CIO
Other Titles:
• VP Informa4on Systems, CTO
Challenges:
• Business units making requests faster than IT can deliver
Costs:
• License so]ware maintenance fees and configuring legacy systems
Goals:
• Lower cost of delivery, business innova4on and increased services capabili4es
Solu<on Value Drivers:
• Fast onboarding • Inventory visibility
“Delivering high service levels and suppor4ng cost effec4ve growth are key.”
“The business is moving faster than IT can support it.”
Persona Outline
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Goals:
• Efficient processes
• Reduce cost • Simplify process
Solu<on Value Drivers:
• Save 4me
• Save money
• Improve opera4ons
• Implement best prac4ces
Other Titles:
• COO, VP/Dir. Opera4ons Challenges:
• Escala4ng material/labor costs
• Supply chain issues • Vendor management issues
• Outmoded business processes
Costs:
• People, materials, outsourced services
Brian May Director of Opera4ons
Persona Outline
“Current cost of delivery and skills required for the current solu4ons is unmanageable.”
“Our current vendor con4nues to raise maintenance.”
“I need to understand how we are performing for our Lines of Business.”
Persona Outline
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Research comes from anywhere • Sales feedback • Industry publica4ons / reports
Pain Points Uncovered
10
If you can’t find it, create your own • Conduct industry surveys
• Survey your database
Pain Points Uncovered
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Now that we know who they are, it’s <me to determine where they are in the buy cycle:
Discovery: Browsing.
Validation: Comparing.
Awareness: Window shopping.
Buy Cycle Integrated
12
Product comparisons, price info, offers
Industry white papers, educational material
Case studies, other validation info
Post-sales communication, user newsletter
Emails with a mix of industry and product info
To be effec<ve, content must be:
• Relevant
• Varied • Personal • Fresh
Call-‐to-‐Ac<on / Content
13
Reuse
14
Start with a white paper, run a podcast, create a video
Reuse
15
Partner with an analyst, run a webinar, highlight in a collateral piece
Reuse
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Content Cura<on -‐ is a term that describes the act of finding, grouping, organizing or sharing the best and most relevant content on a specific issue. – Courtesy of Rohit Bhargava, Influen4al Marke4ng blog
Five Cura<on Models: 1. Aggrega4on – “Top five 4ps for success” 2. Dis4lla4on – shorten and simplify 3. Eleva4on – spot trends from other material 4. Mashup – pulling together items to create new POV 5. Chronology – Pulling together 4meline to show trends
Curate (Borrow)
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• Know your market (have we said that before?)
• Always be searching
• Look for the unusual
• Don’t forget to ajribute
• Commercial tools are available (Curata)
• Don’t overlook Google alerts, RSS feeds, LinkedIn discussions, etc.
Cura<on Tips
18
Industry White Paper
Technical White Paper
Vendor Video
Response
Response
Response Product Datasheet
Product Case Study
Industry Webinar Response
Response
Response Product Case Study
Technical White Paper
Industry White Paper Response
Response
Response
Industry Webinar
Industry PodcastResponse
Return to Pool
Offer/Sales
Y
N
NNN
N N N
N
Y Y
Y Y Y
Y Y Y
Awareness
Discovery
Validation
Response
NN
Y
Well-‐mapped content can feed highly effec<ve drip marke<ng programs
Put It All Into Ac<on
19
10% Response Rate
20-‐30% Response Rate
40+% Response Rate
Prospect Drip Program
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Ques<ons
Micky Long Arke< Group Vice President, Prac4ce Director, Lead Nurturing
404-‐929-‐0091 ext 214
@mlong1
Contact Informa<on
32