july 17, 2012 click to edit master title style. contents audience & goals buyers’...

July 17, 2012

Click to edit Master title styleClick to edit Master title style

CONTENTSAudience & goals

Buyers’ communication journeyRecommended content ideas

QuestionsNext steps

3© 2012 Tendo Communications | www.tendo.com

• Tendo is a content marketing agency specializing in programs that attract, engage, and retain your audience

• Our work drives measurable audience engagement, forging meaningful,

enduring, and valuable relationships • Our services include:

– Content strategy & development– Digital & print publishing– Interactive media– Social media strategy & support– Email marketing support– Content training

Tendo Communications


Content Strategy & Development

The strategic intersection We begin with your business objectives & your audience’s informational needs and then create content programs to satisfy these throughout the customer lifecycle.

The first step is content strategy. It is the roadmap for planning, creating, executing, and ongoing management of content that will achieve your company’s goals. Without a strategy, you could be building a road to nowhere.


Content Strategy & Development

Activities • Evaluate existing content,

processes, and user experience• Conduct SWOT analysis of current

and competitive content experiences

• Improve content quality, establish editorial best practices, implement editorial training, and streamline processes

• Plan, write, edit, and develop in a variety of media and formats across segments

Deliverables • Audience informational needs

assessment• Content audits• Persona development, customer

journey mapping• Editorial strategy and planning• Publishing process mapping• Content creation and syndication

programs• Content architecture

Clients include:


Effective Webinars

• Utilize compelling third party content and expert speakers – be authentic

• Use speakers from notable research and consulting firms

• Have customer case studies as part of the content

• Don’t make your messaging sales pitch - helping is selling

• Use well-known or expert speakers from outside your company

• Announce news or a new product release or exclusive research

• Keep the event as short as it needs to be






Effective Webinars






• Stories are the most fundamental and primal form of communication that engages people on both a rational and emotional level

• Storytelling is participatory and builds a permission relationship across

multiple media platforms that surround customers and prospects • Storytelling creates multiple points of entry based on common interests and

information needs. It cuts across demographics and targets users needs thereby expanding the customer base

• In your story, your product and its benefits will be the hero and customers will be participants and collaborators. The customer can internalize his or her own perception and understanding of the brand

How To Use Storytelling


Mapping Content to the Journey

1. Prospect/Awareness: Why should they care? What should they know? How can they solve a problem? Establish best practices and provide research.

2. Nurture/Preference: Demonstrate value and expertise. Identify specific solutions and options through case studies and real world demonstrations.

3. Purchase: Build trust and affinity and help make the business case. Provide evidence that makes your solution the right decision by demonstrating value and mitigating risk.

4. Customer Retention: Continue to demonstrate value and trust. Surprise and delight loyal customers.


Growth in Content Marketing

More than $40 billion spent by CMOs on all forms of content marketing last year*

*Source: 2010 Characteristics Study, by ContentWise and Custom Content Council

Some 84% of respondents to a recent survey said they “strongly” or “somewhat” agree that “custom content represents the future of marketing”**

**Source: 2011 Study, by CMI and Kapost Marketing

72% of marketers think branded content is more effective than advertising62% say it is more effective than advertising on TV 69% say it is superior to both direct mail and public relations***

***Source: 2011 Study, CCC and ContentWise


Interview Results

“We spent over $4 million all forms of content marketing last year” Dave Johnson, Product Marketing Manager, Microsoft

“We’ve invested in new custom content. It’s the future of marketing”Dottie Baker, SVP Marketing Services, Qualcomm

“Last year, our customer base churn rate was less than 15%!” Steven Dilbert, Director, Customer Loyalty, Motorola Solutions

“Aligning content with buyer’s journey enabled record sales this year.”Ferdinand Disney, VP Marketing Operations, Visa


Content Marketing is all the marketing that’s left…Seth Godin - Seth’s Meatball Sundae Book Tour

The old way of marketing is overNew marketing is about connecting with customers. People only need access to ideas, not access to large amounts of capital.

The gatekeepers have changed. Today’s technology has enabled the destruction. Content marketing is not easy because you actually have to listen to your customers and know what their challenges are. You cannot solve your marketing woes through buying advertising space.


Aligning Content for Success



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AMOUNT OF TIME THAT A CXO SPENDS ONLINE VS. OFFLINE IN THE BUYING PROCESS

© 2012 Tendo Communications | www.tendo.com

2/3FROM THE SIRIUS DECISIONS 2011 CXO BUYER PREFERENCES SURVEY

ONLINE


Buyers are…

• Spending more time online

• Interacting with sales later in the process

• Better educated about your offering

Aligning Content for Success

How to respond:

• Create easy-to-find, relevant, top-of-the funnel content

• Have multiple touches & satisfy informational needs with clear CTA’s

• Enable sales to engage with this new, self-directed, content driven buyer

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Increase in customer engagement & leadsby 35%

A DEMAND GEN CONTENT PROGRAM FOR A TECHNOLOGY CLIENTTHE GOAL WAS TO MEASURE THE INCREASE IN LEAD QUALITY AND SALES ACCEPTED LEADSWITHIN 4 MONTHS WE WERE ABLETO DEMONSTRATE THE FOLLOWING

© 2012 Tendo Communications | www.tendo.com


Tendo Clients

The Tendo teamwas exceptionalin their supportand results.

Scott Anderson - Vice President, MarketingHewlett Packard

MEANINGFUL CONNECTIONS. MEASURABLE RESULTS TENDO IS A CONTENT MARKETING AGENCY SPECIALIZING IN PROGRAMS THAT ATTRACT, ENGAGE, & RETAIN YOUR AUDIENCES

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july 17, 2012 click to edit master title style. contents audience & goals buyers’...

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