Content Workflows For Startups

Planning, Executing, and Promoting the Hell Out of Your Stuff

Thursday, January 17, 13

Agenda• Who am I?

• The problem

• Planning Content

• Promotion

• Automation

Thursday, January 17, 13

Who Am I?

Nathan BurkeDirector of MarketingCloudLockBlog: marketingstartups.comTwitter: @nathanwburkenathan.burke@gmail.com

Thursday, January 17, 13

Introduction• Who we are

• What we do

• Our market

• Size

• Industry

• Buying Cycle

What is CloudLock?

The leading information security suite for enterprises using cloud platforms.

The largest Google Apps customers in the world trust CloudLock to secure their data

Thursday, January 17, 13

The following presentation has been rated

Language. But not too bad.

Thursday, January 17, 13

Personal Note

I have an extreme aversion to equine excrement.

Thursday, January 17, 13

Horse Shit.

Thursday, January 17, 13

Personas

I loathe the idea of personas.

Thursday, January 17, 13

Thursday, January 17, 13

Personas

Unfortunately they work.

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What are they good for?• What are their motivations?

• What problems are they trying to solve?

• What happens if they don’t solve?

• What tone/language works for each?

• What types of content work?

• Where do they consume content?

• Where and when do they do research?

• What do they want in the buying cycle?

Thursday, January 17, 13

Our Basic 4

• CIO

• CISO

• Google Apps Admin

• IT Director

Thursday, January 17, 13

Planning Content1. One size fits all content:

a. Home page

b. About us

c. Pricing page

d. News

e. Events

Thursday, January 17, 13

Planning Content

2. Buying cycle content:

a. Problem awareness

b. Proof points

c. External validation

d. Solution

Thursday, January 17, 13

Planning Content

3. Persona-based content

Audience: CIO/CSO Audience: Admin

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Planning Content4. Industry-based content

Thursday, January 17, 13

Planning Content

4. Pass-around content

a. Top down

b. Bottom up

Thursday, January 17, 13

Planning Content5. Sales content

a. Comparison

b. Battle Cards

c. ROI Calculators

d. Requirement Docs

Thursday, January 17, 13

Planning Content6. Thought leadership content

a. Industry opinions

b. Trend pieces

c. Taking a side

Thursday, January 17, 13

Planning Content

7. PR content

Thursday, January 17, 13

Content Dimensions

Thursday, January 17, 13

Content Dimensions

Persona CIONeed Regulatory ComplianceWorried About SSNs LeakingKeywords Secure SSN Google AppsIndustry AllStage Using Google AppsType WhitepaperGated? YesNext Step Requirement CallFlow Downloaded Whitepaper

Whitepaper: Identifying, Classifying, and Protecting Personally Identifiable Information in Google Drive (Docs)

Thursday, January 17, 13

Download FlowWhitepaper: Identifying, Classifying, and Protecting Personally Identifiable Information in Google Drive (Docs)

1.Fills out form to download whitepaper2.Sync with salesforce.com

a.If in SFDC, add activityb.If not, add as lead, assign lead owner

3.Score lead, notify owner4.Add to “Downloaded Whitepaper” campaign5.Add to drip campaign

Thursday, January 17, 13

Recycling. Repackaging.

+ sales rep emails (drip, outreach)

Thursday, January 17, 13

Tactics

Thursday, January 17, 13

Promotion (external)1. bit.ly2. blog posts3. twitter4. LinkedIn

1. Company Page

2. Groups5. facebook6. Google+

1. Company Profile2. Communities

7. Google Groups

Thursday, January 17, 13

Promotion (sales)

1. Drip campaigns2. Segmented emails3. Newsletters

1. Verticals2. Partners

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Promotion (PR)1. Media outreach2. Contributed pieces3. Analyst relations

+

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Takeaways1. Plan content for your audience2. Tweak, repurpose, and reuse3. Automate whenever possible4. Rinse. Repeat.5. Highlight what you’re doing

Thursday, January 17, 13

Thursday, January 17, 13