Content messaging and mapping
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This document provides an overview of AT&T Ad Solutions' content marketing segmentation strategy. [1] It outlines the key stages small businesses go through - from awareness to decision making - and the types of content and formats that would be most relevant at each stage. [2] Personas representing different small business types and their pain points are identified to help target content. [3] The document also maps out AT&T Ad Solutions' unique value proposition and key benefits for small businesses to communicate through their content.
Content messaging and mapping
- 1. AT&T Ad Solutions Content Marketing Segmentation PAIN DESIRED STAGE NEED TOPICS CONTENT FORMAT PERSONAS VERTICAL POINTS ACTION Guidance needed: unsure how to grow business, Influencers: where to Grow Your Small Business with Effective Advertising Techniques, 8 Ways Print Plus, Awareness & Getting find Read More, To Attract Customers Now, Best Ways to Engage Your Customers on Savvy Contractors, Education Customers BLOG POSTS, WHITEPAPERS, GUIDES, customers, if Comment, Facebook, 6 Ways SMBs Can Benefit from Linkedin, 5 Common Spenders, Lawyers, (Early)Unaware (Multiple NEWSLETTERS, VIDEO DEMOS reaching Subscribe, Advertising Mistakes, Worst SMB Ad Campaigns, Strategic Restaurants of Problem platforms) customers, Share http://www.chicagobusiness.com/article/20120201/BLOGS06/120209993 Investors, missing Progressives customers, Unaware of all advertising methods Getting 101s, how tos, How to create an advertising plan BLOGS, WEBINARS, QUIZZES: How to write a Lack of time Noticed business plan, 5 Steps to a Successful and $ to (Visibility, Advertising Plan, What Louis CK Can Teach Us research Stand out) About Seeling Digital Content: options, Awareness & Read More, http://www.blogworld.com/2011/12/28/what- Confidence Restaurant, Education (Mid) Comment, louis-c-k-can-teach-us-about-selling-digital- needed to Medical, What Needs Subscribe, content/ fix issues, Automotive Fixing Share, Sign up experiment with new solutions What Google Places is Missing, Why Groupon is the Worst Marketing INFOGRAPHICS (Local Insights Report) I'm missing Tactic http://www.retaildoc.com/blog/groupon-worst-marketing- REPORTS, BLOGS, WEBINARS, NEWSLETTERS, out on ad business/ Online and offline events, Latest small business opportunties Awareness & events in your area, How to Promote Offline and a target Read More, Education (Late) Events Online market I Comment, Solutions can't Subscribe, Available connect to Share, Sign up
- 2. Interest & Read More, Research (Early) Comment, Proof of Subscribe, Experience Share, Sign up Best Direct Marketing Techniques Hot or not: Sales and Marketing trends in 2012 Interest & Research (Mid) Proof of Experience Sign up, Talk to Sales Connecting with customers through social media How and Why To Use Twitter for Small Businesses, Top Social media sites for Small Businesses Guide, Using Foursquare to Attract Interest & Customers, Research (Mid- Late) Proof of Experience Sign up, Talk to Sales Measure Success: Data Driven Metrics Everyone Should Know Measure ad success, What you can learn from Interest & Moneyball, Tabatha Takes Over and Gordon Research Ramsay (Solutions Sign up, Talk Comparion, to Sales Differentiation) (Late) Get Where is social media in the decision making cycle? 6 Stages of Social Media for SMBs, 3 Things Recognized You Need to Craft Your Social Strategy, 20 (Brand Ways to Use Linkedin as an SMB, 100 SMB Talk to Sales, Decision + Upsell Management Blogging Ideas, Become brand & Awareness) advocate Manage your digital rep Free Ways to Measure Online Brand Awareness
- 4. AT&T AD SOLUTIONS MESSAGE MAP: Unique Value Proposition and Key Benefits WHAT SMBS NEED TO KNOW Limited time, Need to stand Not sure what Unsure how to Risk averse Getting Getting noticed Getting recognized money & out from their advertising grow their customers knowledge (all) competitors needs are (all) businesses (all) (Strategic PAIN POINTS Investors) BY PERSONA FEATURES THAT RELIEVE PAIN POINTS PAIN POINTS FOR SPECIFIC VERTICALS FEATURES THAT RELIEVE PAIN POINTS KEY VALUE PROPOSITION
- 5. We make the Our team of local most of your marketing experts marketing and provide personal advertising guidance for budget creating a strategy that will help you BENEFITS TO get ready-to buy SMB customers. CUSTOMERS
- 6. AT&T AD SOLUTIONS MESSAGING ARCHITECTURE WHO WE ARE WHO WE'RE NOT WHO WE'D LIKE TO BE An advertising marketing A full service/ suite of products/ one stop agency shop advertising/ marketing company A lead generation/new business company A multi-media marketing company Online advertising leader Passionate and driven, we have the experience, people power and track record to help all Sesaoned marketing and new media small to mid sized businesses succeed experts on a shoestring budget. A proven leader and resource for effective marketing strategies that work A service provider to grow your business - the first time for from online and print solutions to mobile small and medium suzed local search platforms businesses.
- 7. We have the network and resources to We successfully build and promote your business create custom marketing programs that effectively reach potential customers. A thought leader local marketing Small business advertising marketing consultants to help solutions identify your target audiences, develop strategies to optimize your marketing programs. "Leads leader for local sales" A service which connects small business advertisers with consumers Your most trusted The trusted source for end-to-end marketing and advertising mentors marketing solutions for Small Business who successfully (ASCP: About Us) grow your local businesses. A one-stop advertising shop Ad Solutions is the expert on “connecting consumers with your businesses across multiple platforms and in your local targeted markets”
- 8. The leading provider of targeted solutions for small and Ad Solutions offers new ways for small medium sized local and medium size businesses to market businesses and drive sales through their advertising and marketing efforts. ATTRIBUTES Does content communicate these attributes? Which content? Ex: Trust and responsiveness: Testimonials, Case Studies and Success Stories communicate values (through those content types). Other ATT Current properties sales Offers personalized attention testimonials team/consultants local insight Understands local lay of the land reports Offers customized marketing options newsletters articles Highlights marketing opportunities SMBs may have missed newsletters articles Helps me experiment with new ways of marketing newsletters articles articles, sales Manages online conversations newsletters collateral newsletters, customer video Our marketing solutions nurture local businesses online and offline testimonials articles customer video Offers services that are a good value for small businesses testimonials Helps me understand the most cost effective way to reach more customers customer video Has fantastic customer service testimonials sales collateral
- 9. Shares in the risk demos, video Offers convenience, ease of use testimonials Provides believable proof that new advertising tactics will work before I buy sales collateral Time and cost effective solutions Won't recommend what I don't need Helps me measure results USP ADJECTIVES local neighborhood community small biz small business mid size medium marketing promoting publicizing selling services resources solutions answers results experts specialists professionals leaders mavens virtuosi gurus trailblazers pioneers groundbreakers forerunners innovators advisers