Content Nirvana for b2b product startups

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Post on 15-Apr-2017

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  • Content Marketing for

    B2B Startups

    Perspectives on Content that Converts

  • Credits to Ardath Albee, Doug Kessler, Social Sprout, Linkedin, Slideshare etc..

  • Content Produced in a Day

  • @ChristiaanWLstg #CSForum14

    144,800,000 e-mails

    800,000 websites

    1,200,000 WordPress

    500,000,000 Tweets

    4,000,000,000 Facebook updates

    Content

    @ChristiaanWLstg #CSForum14

  • Impossible Handshake

    organisations perspective of customer want

    customer perspective of

    their needs

  • Its about them

    Buying is emotional rationalized logically

    Buyers trust those who consistently empathize

    Sensitivity to prospect context (unique goals, jobs, problems and challenges) is an authentic manifestation of empathy

    Context

  • Persona Accomplished Professional

    Works for an established organization in retail/manufacturing with a revenue > $1.5 mn

    Multi Functional leader potentially VP Operations/Facilities & Administration/Technical Operations

    Accomplished Professional with extensive Field Management (10+ to 15 Years) experience well versed in Professional Business Management

    A seasoned task executor reporting to COO/President/ Operations Instigating Operational Heads/Directors towards excellence

    Very adept at getting work done and providing thought leadership. Collaborates with Finance/Projects heads for cross functional collaboration

  • Persona Accomplished Professional

    Highly competitive individual motivated by profit and prestige. Demonstrates a commanding demeanor. Values integrity and consistency as core values to guide him.

    Has a core purpose to improve everything and envisions an accountable team and optimized environment. Has twin goals of profit and process improvement

    Very Busy at work. Experienced in usage of standard technology applications to complete work.

    Restricted by regulations and organizational approval mechanisms. Is able to approve small budgets. Trusts established vendors for purchase.

    Has functional targets to reduced 2% of IT infrastructure. Focuses on time, quality and cost to achieve those targets.

  • Persona Accomplished Professional

    Puzzled by Variation in spending across similar facilities, deterioration in Production volume throughput, effective Process Adherence, effective Execution and unnecessary Operational(energy) Penalties.

    Challenged by process Non Compliance, unavailability of critical information and proper escalation mechanism to control downtime and productivity loss.

    Is Forced to spend on multiple sources of energy, supervising Irresponsible manpower and oversee abuse of facilities.

    He is enduring scarcity of Instant Information, scarcity of Verifiable long term information and inadequacy of effective tools to achieve the desired outcomes.

  • Persona Accomplished Professional

    Actively seeking information to reduce human dependency, human errors and unreliable data.

    Requires expert advice / best practice to manage operations, quality compliance and control production cost.

    Priority spending needs restrict his ability to invest in progressive solutions. Needs support information to convince his senior management to approve long term solutions.

    In the absence of such helps resorts to using manual ledgers and logs. He also depends on his internal team to find some solution

    He trusts references, Industry Peers, Case- Studies of product used in similar situation as his and Industrial Body recognition for alternative selection considerations

  • Persona to Customer Transition

  • Status Quo

    Priority Shift

    Research Options Step Back Validation Choice

  • Day in Life

    Furthering Career

    Leadership Confidence

    Risks & Politics

    Stakeholder Demands

    Operational Sustainability

    Initiatives

  • We are one of the many vying for attention in

    our audiences tight schedule. Hmmm..hell a lot

    to do.

  • Content Formula

    Content

    Niche

    Transmission

    Planned

    Money

    Flowing

  • Content Goals

    BuzzingGluingLuring

  • Content Purpose

    Choice

    Will this company deliver maximum value at minimum risk?

    Validation

    What information will get me buy in ?

    Step Back

    What alternatives are available ?

    Options

    What best practices are available ?

    Research

    What should I know to bring change ?

    Priority Shift

    What is the consequence of not acting ?

    Status Quo

    Why Should I care ?

    Luring Gluing Buzzing

  • Content Challenge

    Web & Content

    Money & Power

    Tech & Talent

    BandwidthSticky Ideas

    Orientation

    Repetition &

    Discovery

  • Content Challenge

    Trillion Web Pages

    More Content than Consumer

    Making sense to consumers and computers

    Big Brands spend big $ for content

    Big storytelling canvas

    Requires multi skilled and dynamic people

    Vast tech needs in design, testing, optimization, media, programming, promotion

  • Content Challenge

    Small firms, small teams and big work

    Ability to identify a bucket list of macro and micro ideas

    Empathizing with consumer

    Ability to present it in a engaging format

    Uniqueness and avoiding duplication

    Ability to lengthen the life of content

    Ability to ensure top of discovery

  • A chronic experimenter, surviving

    entrepreneur and accidental academic. Ex

    Accenture, Alcatel-Lucent,WIPRO etc..

    https://in.linkedin.com/in/blueocean

    http://www.slideshare.net/athick2

    Reach me: mohammed@edfineo.com

    +919884500933

    We can help B2B startups get started with

    marketing and sales through hands-on

    training.

    Reach out to us marketing@edfineo.com

    Ab

    ou

    t M

    E

    https://in.linkedin.com/in/blueoceanhttp://www.slideshare.net/athick2mailto:mohammed@edfineo.com

  • Impactful Approach 101

  • 6 Factors for Content Success

    Relevance

    Authority

    Social Proof & Sharing

    Subscribers & Influencers

    Distribution

    Branding

  • Content Success Factors

    Buyer Persona

    Buying Stages

    Day to Day Activities

    Relevancy

    Industry Trends

    Pain, Problems ,Limitations & Solutions

    Authority Competitive

    Approach

    Data Infographic Stories

    Social Proof & Sharing

  • Content Success Factors

    Risks & Mitigation

    Business Case & ROI

    Life cycle Perspective

    Influencers

    Right Channels

    Content Promotion

    Word of Mouth

    Distribution Customer Success

    Benefits Achievement

    Social Conversation

    Branding

  • Tools of Trade

  • Device

    Frequency

    Timing

    Geography

    Source

    Network

    Calendar

    Considerations

  • Device that resonates

    Laptop

    Tablets

    Smartphones

    Frequency that Works

    How many tweets?, blogs?, Webinars?, Comments?, Videos?, Whitepapers?, Case-Studies?....

    Timing that Clicks

    Work

    Commute

    Home

    Week Days

    Week Ends

    Special Occasions

    Time of Day

    Geography that Wins

    Language

    Passions

    Interests

    Mediums

    Formats

    Generating Source

    User

    Employee

    Company

    Partner

    Journalist

    Network

    LinkedIn, Twitter,

    Product Hunt, Hacker News

    Pinterest, Facebook, Instagram, Google+, YouTube

    Vertical Channels

  • Rules to Remember

  • RULE 1

    Relevant to the right audience at an impactful hour leveraging appropriate channel

  • RULE 2

    Talk about every possible unit(question, idea, problem..) of ecosystem other than..

  • RULE 3

    Not all contents are created equal. Leverage and amplify user involvement

  • RULE 4

    Distribution is key. Publish, Publish, Refine, Re-Publish Everywhere .

  • RULE 5

    Make it easy to share. Reward Loyalty

  • Rule 6

    Be transparent, self-critical, vulnerable, opportunistic and conversational

  • Rule 7

    Involve the full company. Thou shall be insanely honest

  • Rule 8

    Never forget a call to action. Build a community

  • Rule 9

    Listen, Baseline, Measure, De-Brief

  • Rule 10

    Never Fudge Rules 1 to 9.

  • We can help B2B startups get started with

    marketing and sales through hands-on

    training.

    Reach out to us marketing@edfineo.com

    Ab

    ou

    t U

    S

    Topics we can assist

    1. Marketing Project Plan

    2. Strategic Marketing Plan

    3. Product Persona Development

    4. Prospect Persona Development

    5. Content Strategy Development

    6. Content and Distribution Plan

    7. Content Promotion

    We can deliver cost effective training and

    coaching