on target 2014 neil stoneman, velocity partners
Post on 21-Oct-2014
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All you wanted to know about content marketing but were afraid to ask
Neil Stoneman Velocity Partners
What senior marketers and sales
bods need to know.
@velocitytweets
B2B Content Marketing Agency with accent on tech
London
Clients all over the world
Content marketing is the single most important discipline for winning market share in markets where the purchase is considered.
Big Hairy Audacious
Claim
Content marketing is the single most important discipline for winning market share in markets where the purchase is considered.
Big Hairy Audacious
Claim
Buyers educate
themselves
Content marketing is the single most important discipline for winning market share in markets where the purchase is considered.
Big Hairy Audacious
Claim
Content marketing is the single most important discipline for winning market share in technology markets.
Sales cycles are
long
Buyers educate
themselves
Content marketing is the single most important discipline for winning market share in markets where the purchase is considered.
Big Hairy Audacious
Claim
Content marketing is the single most important discipline for winning market share in technology markets.
Tech and business
models are stupidly easy to copy
Sales cycles are
long
Buyers educate
themselves
Big Hairy Audacious
Claim, (restated)
The winners will be the companies who use the power of content to help buyers do the job of buying.
The full-court sales press days are over
The winners will be the companies who best use the power of content to help buyers do the job of buying.
Big Hairy Audacious
Claim, (restated)
Engage earlier
The winners will be the companies who best use the power of content to help buyers do the job of buying.
Big Hairy Audacious
Claim, (restated)
Engage earlier Educate
The winners will be the companies who best use the power of content to help buyers do the job of buying.
Big Hairy Audacious
Claim, (restated)
Engage early, sell
late Educate
Position your
company as experts
You’ve already got the most important (and hardest to fake)
asset for content marketing.
The Good News
The Not So Good
News 1
An over-reliance on competent, professional, intelligent, well-made,
on-strategy content leads to mediocrity.
Great content brands are built on home run pieces.
Goo
dies
Time
Great content brands are built on home run pieces.
Goo
dies
Time
They earn goodies
Great content brands are built on home run pieces.
Goo
dies
Time
They earn goodies
Turbo charge other
content
Great content brands are built on home run pieces.
Goo
dies
Time
They earn goodies
Turbo charge other
content
Escape search tyranny
Home run content also helps you overcome the most challenging
obstacle of all
Home run content also helps you overcome the most challenging
obstacle of all Inertia
To harness the power of your expertise, a lot needs to change.
The Not So Good
News 2
To harness the power of your expertise, a lot needs to change.
The Not So Good
News
New strategies &
tactics
To harness the power of your expertise, a lot needs to change.
The Not So Good
News
New strategies &
tactics
New people &
skills
To harness the power of your expertise, a lot needs to change. New
strategies & tactics
New people &
skills
New processes & technologies
The Not So Good
News
To harness the power of your expertise, a lot needs to change. New
culture
The Big 7 Principles (In Practice).
1. Get started (simply) 2. Find the right issues 3. Heart & head 4. Content mapping 5. Psychographics 6. Sweet spot 7. Confidence
Culture change
We’ve been talking to the suits >>>>>>>> Now we need to talk to jumpsuits Selling stuff with great deals >>>>>>> Now we need to sell process benefits We’ve known our customer >>>>>>>>>>> Now we don’t know our customer The door’s been open >>>>>>>>>>> Now there are lots of doors to open
Small step
forward
1
How can we broaden our message to engage new people in 500 core business targets?
Research
Qualitative Quantitative
Rich Personas Psychographics
Social Media Twitter
LinkedIn Groups
Quora
Influencers Popular posts
Shares
First-hand customer contact
Desk
Finding issues that resonate.
2
3
as well as the head
Go for the heart
Get engaged. Stay together.
— ONE —
What you say
— TWO —
How you say it
Useful x Entertaining = Effective
Mapping content to
consideration stage
4
How?
Why?
What?
Who?
PyschographicTargeting
5
What your prospects care about
What you know
Sweet Spot
Sweet spot: all your content needs come from here
What your prospect
cares about
6
Great content is always confident content.
7
1. Target
2. Engage
3. Nurture
4. Convert
116,000 “unengaged” individuals found in 73% company targets
Content and context reinvented for new world
Engaged individuals join head nurture process
Some Essentials. Roles Stories Tactics Processes Technologies
The Essential Roles.
Content planner
The Essential Roles.
Content planner Storyteller
The Essential Roles.
Content planner Storyteller Community
builder
The Essential Stories.
What you believe.
The Essential Stories.
What you believe.
Why it matters.
The Essential Stories.
What you believe.
Why it matters.
Why I should believe you.
The Essential Tactics.
eBooks
The Essential Tactics.
eBooks SlideShares
The Essential Tactics.
eBooks SlideShares Videos
The Essential Processes.
Insight into Content
The Essential Processes.
Insight into Content
Content into Engagement
The Essential Processes.
Insight into Content
Content into Engagement
Engagement into Revenue
The Essential Processes.
Insight into Content
Content into Engagement
Engagement into Revenue
Measure. Everything.
The Essential Tech.
CMS
The Essential Tech.
CMS CRM,
Targeting & Marketing
Automation
The Essential Tech.
CMS CRM,
Targeting & Marketing
Automation Analytics
The content brand
A Great Content Brand is a brand that’s famous for producing intelligent, useful and entertaining content that’s always worth consuming.
The content brand
A Great Content Brand is a brand that’s famous for producing intelligent, useful and entertaining content that’s always worth consuming.
Be the buyer
The content brand
A Great Content Brand is a brand that’s famous for producing intelligent, useful and entertaining content that’s always worth consuming.
Be the buyer Be aurthoritative
The content brand
A Great Content Brand is a brand that’s famous for producing intelligent, useful and entertaining content that’s always worth consuming.
Be the buyer Be aurthoritative
Be strategic and prolific
The content brand
A Great Content Brand is a brand that’s famous for producing intelligent, useful and entertaining content that’s always worth consuming.
Be the buyer Be aurthoritative
Be strategic and prolific
Be human
Further reading
Thank you.