podcamp toronto 2013: how to create a content marketing strategy
DESCRIPTION
This presentation shows you how to create a content marketing strategy including creating buyer personas, understanding the sales cycle and developing a content road map.TRANSCRIPT
Create a killer content marketing strategy
PodCamp Toronto 2013
Shelley Pringle
Feb. 23, 2013
SHELLEY PRINGLE@shelleypringle
www.polarisprinc.com/blog
Linkedin.com/ShelleyPringle
#PCTO13
The world is awash in content
1. Create buyer personas
2. Understand the sales cycle
3. Develop relevant content
HOW CAN YOU STAND OUT?
WHAT ARE BUYER PERSONAS?
“We help small businesses
collect outstanding accounts
and assist with small claims
court when customers don’t
pay.”
PIPER PARALEGAL SERVICES
INTRODUCING: FRANK, MARY & BILL
WHY ARE BUYER PERSONAS
IMPORTANT?
“When a customer doesn’t
pay, that’s money right
out of my pocket.”
SMALL BUSINESSES
“I want to help my clients
collect the money that’s
owing to them.”
BOOK KEEPERS
“You can’t run a profitable
business if customers
don’t pay on time or
don’t pay at all.”
ACCOUNTANTS
HOW ARE BUYER PERSONAS CREATED?
CONTACT TRAITS
COMPANY SIZE
MARKET OR
INDUSTRY
GEOGRAPHY
PRODUCT OR
SERVICE
DECISION MAKER
STATUS
Ask yourself these
questions:
What problems are they
trying to solve?
What kind of content do
they prefer?
Who else influences their
decision?
CREATE PERSONAS FROM THEMES
Where do you get this
information?
Your leads are at different
stages of the sales cycle
THE SALES FUNNEL
BRAND BUILDING
& EDUCATION
GENERATES
AWARENESS
TOFU
(Top of Funnel)
ATTRACTS
LEADS
MOFU
(Middle of
Funnel)
NURTURES
LEADS
SALES
CONVERTS
LEADS TO
CUSTOMERS
HOW PEOPLE BUY
The same message
will NOT work for every
every contact
Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Top of the Funnel
Content:
How to Guides
Best Practice Examples
Templates
Idea Posts
Instructional Videos
Top of the Funnel
Indicators they’re
ready to move on:
Sign up for a demo
Visit your pricing page
Download multiple offers
Request more info
Middle of the Funnel
Questions they have:
How can YOU help?
Do I need this?
What can I expect?
Am I making the right
choice?
What do I need to consider?
Middle of the Funnel
Content:
Case studies
Results & analysis
Decision tools
Demo/Trial
Middle of the Funnel
Indicators they’re
ready to move on:
Several discussions with
sales
Decision-makers
brought in
Final proposal
Bottom of the Funnel
They’re a customer!
Repeat purchase
Up sell
Support
Customer feedback
Evangelists
DEVELOP A CONTENT ROAD MAP
“We help small businesses
collect outstanding accounts
from their customers and
assist with small claims
court when customers don’t
pay.”
PIPER PARALEGAL SERVICES
RELEVANT CONTENT
DOWNLOAD OUR FREE TEMPLATE:
How to
Create Customer Personas
http://bit.ly/YIznx2