Priority Content Planning with 3-D Content Mapping
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The document outlines a presentation by Micky Long on 3-D content mapping for effective B2B marketing strategies. It identifies key challenges in content creation, emphasizing the need for relevant and varied content tailored to the buyer's journey, while also highlighting the importance of understanding customer personas. The presentation provides actionable steps for marketers to create, curate, and optimize their content to enhance engagement and improve lead generation.
Priority Content Planning with 3-D Content Mapping
- 1. Priority Content Planning With 3-D Content Mapping! Presenter: Micky Long, Vice President & Practice Director-Lead Nurturing, Arketi Group!
- 2. Speaker! • Micky Long - Vice President and Practice Director, Lead Nurturing, Arketi Group#
- 3. Agenda! • 3-D Content mapping defined# • Getting to know your prospects# • Map to buy stage# • Create, curate, cultivate# • Putting it together# • Where to start# • Questions#
- 5. Top Content Challenges! 0# 1%# 7%# 12%# 42%# Engaging content Enough content 18%# Budget Lack of exec buy-‐in Content variety License budget 20%# B2B Content Marketing: 2012 Benchmarks, Budgets and Trends Profs/Content Marketing Institute #
- 6. Identified Content Challenges! • 56% of B2B marketers cite "time and bandwidth" as their biggest challenge to creating content, and 53% cite producing truly engaging content.# • 94% of B2B marketers create new content from scratch, 39% curate third- party content, 32% reuse existing content, and just 30% encourage user- generated content.# • Top performance metrics for content marketers include Web traffic (64%), content views and downloads (59%), lead quantity (52%), and lead quality (52%).# • Only 26% of B2B marketers are actively creating content to feed their marketing automation campaign; 56% do not use marketing automation at all.#
- 7. Defining 3-D Content! 3 Main Components:# 1 Mapping to pain point 2 Mapping appropriate content 3 Mapping to buy cycle
- 8. Pain Points Uncovered! • Develop personas# • Key Questions# Who What Why
- 9. Completed Buyer Persona! “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 About Brad Goals Words-phrases that Objections resonate • Reports to CEO • Efficiency • Cost too much • Has financial responsibility for firm • Less expenses • ROI • Burdensome • Spends too much time on • Proven ROI • Proven implementation • Better financial • Financially stable compliance/risk mitigation/SOX ratios • Integrated • Must see fast ROI CFO Message Influencers Proof Points • “Our plant solutions can bring • Peers • Avg.20% immediate ROI through reduced • Case studies with decrease in inventory.” ROI inventory • Current clients • 30% less waste • “We enhance compliance through • Analyst firms advanced reporting.”
- 10. Top Persona-Building Methods! Persona-‐building methods Mining in-house database# 43%# Customer/prospect survey# 47%# Sales interviews# 56%# Customer/prospect interviews# 64%# 0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%#
- 11. Pain Points Uncovered! Research comes from anywhere! • Sales feedback# • Industry publications / reports#
- 12. Pain Points Uncovered! If you can’t find it, create your own! • Conduct industry surveys# • Survey your database#
- 13. Buy Cycle Integrated! Now that we know who they are, it’s time to determine where they are in the buy cycle:! Awareness: Window shopping. Discovery: Browsing. Validation: Comparing.
- 14. Call-to-Action / Content! To be effective, content must be:! • Relevant# • Varied# • Personal# Emails with a mix of Product comparisons, • Fresh# industry and product info info, offers Industry white papers, Case studies, Post-sales communication, educational material other validation info user newsletter
- 15. Why Variety Is Critical! Content type utilized during business search! Podcast# Presentation# Infographic# Video# E-book# Blog post# Case study# Webinar# White paper# 0%# 20%# 40%# 60%# 80%# 100%# Source: DemandGen Report, Content Preference Survey#
- 16. Reuse!
- 17. Reuse! Start with a white paper, run a podcast, create a video!
- 18. Reuse! Partner with an analyst, run a webinar, highlight in a collateral piece!
- 19. Curate (Borrow)! Content Curation - 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, Influential Marketing blog! ! Five Curation Models:# 1. Aggregation – “Top five tips for success”# 2. Distillation – shorten and simplify# 3. Elevation – spot trends from other material# 4. Mashup – pulling together items to create new POV# 5. Chronology – Pulling together timeline to show trends#
- 20. Curation Tips! • Know your market (have we said that before?)# • Always be searching# • Look for the unusual# • Don’t forget to attribute # • Commercial tools are available (Curata)# • Don’t overlook Google alerts, RSS feeds, LinkedIn discussions, etc.#
- 21. Curation Tips! • Know your market (have we said that before?)# • Always be searching# • Look for the unusual# • Don’t forget to attribute # • Commercial tools are available (Curata)# • Don’t overlook Google alerts, RSS feeds, LinkedIn discussions, etc.#
- 22. Put It All Into Action! Well-mapped content can feed highly effective drip marketing programs! Industry Industry Industry Industry Industry Awareness White Paper Response Webinar Response White Paper Response Webinar Response Podcast Response N N N N Y Y Y Y Technical Product Technical Discovery Response Response Response Return to Pool White Paper Case Study White Paper N N N Y Y Y Vendor Product Product Validation Video Response Datasheet Response Case Study Response N N N Y Y Y Offer/ Sales
- 23. Prospect Drip Program! 10% Response Rate 20-‐30% Response Rate 40+% Response Rate
- 24. Where To Start! 1 Hope is not a strategy – build a plan 2 Enlist all sources 3 Be realistic with budgets and timelines 4 Test, test, test – and then test again
- 25. Questions!
- 26. Contact Info! Micky Long ! Vice President & Practice Director - Lead Nurturing Arketi Group mlong@arkeL.com @mlong1 # # # # # Pardot™, An ExactTarget® Company 950 East Paces Ferry Road, Suite 300, Atlanta, Georgia 30326# 404.492.6845 | 877.3B2B.ROI | www.pardot.com!