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AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
Pay Per Call Content Marketing ProposalMay 2012
AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
Goals
2
• Create additional content for New Advertisers– Case studies, testimonials, FAQs (how to get and read your
reports)(for existing and new customers) – content to be created– Benefits for each of the 3 PPC Products
• Create collaborative experience for advertisers and non-advertisers
– Add compelling content for prospects at top of the funnel to increase lead gen (phase 3)
AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
Log In Screen: PPC Advertisers
3
1. UNCLEAR LINKS PPC = PRINT + ONLINE Advertising
• Add Links for Advertiser Support: FAQs (how it works, what PPC does, value of reporting, how to get your reports, how to interpret them)
• Add Update: What’s new in PPC
• Content to support:• Why PPC works• Infographic format ,
case study/whitepaper• 3 articles• Differentiate between all
PPC products and provide a cheat sheet on features/value
AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
What we need
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• Additional content for Existing Customers 1. Upsell other Ad Solutions Products on Account
Management Page (via images or links)2. FAQs (for new customers)3. Case studies, testimonials, product demos, Clicks vs.
Calls whitepaper or infographic, info on each PPC product and its features – content to be created
4. PHASE 3: Compelling content for prospects at top of the funnel via hyperlinks to content hub – resources/whitepapers/pay-per-call
AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
What we need
5
NEW PPC AUTHENTICATED CONTENTPage Topics Messaging Format Source (Assets, bullet points)
Online Account Services/Ad Performance Tab
What did I buy?Top features, value prop and benefits Text
How am I charged? TextHow we filter calls TextWhy performance matters Text
Section Advertiser support/FAQ
How it works FAQ linksWhat you get FAQHow to make changes FAQ
What's new? Updates to reports, products in the past 12 months
textIs it working? (reporting)
Do other people like it?
How to read your reports
Graphic step by step, screen grabs and text
Customer satisfaction
Proof, feel good about purchase
Case studies, testimonials
Calls vs. Clicks stats
3rd party articles, infographic
AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
3 - phase approachPhase 1: Add new content to
Account Services pagePhase 2: Add prominent link or
dynamic content box to Homepage to highlight Pay Per Call product
Create Welcome email for new customers
Phase 3: Rework current Pay Per Call landing page
– Revise messaging – Optimize message hierarchy, copy & verbiage– Add calls to action and links to additional content– Add a log in button for existing customers to access
their account– Add graphics which tell our story such as our Ad
Network, screen shots of sample listings (print + online) and infographics with stats to entice prospects and capture leads
6
AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
Current Non-Advertiser Journey (Phase 3)
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1. No link from Homepage2. Hard to find PPC3. No link to log into
account for existing customers
4. One action available: call an advisor
5. Footer links = dead end
AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution8
DISCOVER + DEFINE CONTENT May June July
Content readability and suggestions x Define content and images for current PPC landing page × Define + Create CTA button for account log in Inventory and audit all content × Content owners –processes Core messaging architecture (in progress) ×
x
Workflow design, resource planning, training, hiring × x
Page templates and page anatomy for all landing pages x
DEVELOP + DEPLOY CONTENT
CMS Templates
Copywriting
Video/audio creation, PDFs, infographics x x x
Create working content matrix, filled in with copy, metadata, roles, legal approval processEstablish messaging hierarchy, features x
Content hub items for resources – new customers x
New content creation for existing customers
Roadmap