don draper's 3 rules of content marketing
Post on 01-Nov-2014
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DON’S3RULES!For Content Marketing!
Is your CONTENTSTRATEGY optimized for 2013 or for 1963?!!
Many marketing strategies are still stuck in the era of MADMEN and DONDRAPER.!!
Everything about marketing has changed.!!
Or has it?!!Don – but not many of his peers – could add value today.!!
RULE#1!“Success comes from standing out, not fitting in.”!
Most marketing strategies are focused on FITTINGIN.!!
They are still designed for the era of mass ONE-TO-MANY communications..!!
Mass marketing! Relationship selling!
The old world of sales and marketing.!
Suspects! Prospects! Leads! Opportunities!
ID needs through market research and focus groups!
Find prospects via mass marketing!
Qualify prospects and build relationship through pain point questioning!
Propose solutions to address pain points!
Focus: Let me tell you about our products.!
Is this what your organization’s CONTENTSTRATEGY looks like?!!
1. Go to great big TRADESHOW and get a 10x10 somewhere.!
2. Send “suspects” a CASESTUDY or a PRODUCTSHEET to generate leads.!
3. Do a WHITEPAPER. Once. See #2 for distribution.!
4. Send out lots of EMAIL to people you don’t know and invite them to a product-demo WEBINAR.!
“Johnson! Get me some visibility!”!
“Ever wonder why most B2B marketing is so !GAWDAWFUL? The reason: most B2B marketers wrongly believe that B2BPRODUCTS in the 21st century should be marketed the way that consumer products were marketed in the 20th century. Unfortunately, what made Coke and Nike successful doesn’t work…”!!--Geoffrey James, Why Your B2B Marketing is So Lousy!!
RULE#2!“People tell you who they are, but we ignore it because we want them to be who WE want them to be.”!
The landscape has changed, but many companies are hoping it will magically change back.!!
It won’t.!!Here’s what has changed…!!
Source: Sirius Decisions Source: Sirius Decisions
Source: Sirius Decisions!
FOURCHANGES!The Buyer’s Journey is what counts.
Understanding buying roles and stages cri2cal.
The technology has changed. In-‐bound marke2ng, nurturing, mul2-‐touch, automa2on.
Exploding op:ons for content delivery. Videos, podcasts, blogs, Twi>er, e-‐books, LinkedIn.
Thought leadership counts. It’s more than selling.
1!2!3!4!
Content marketing! Challenger selling!
The new world of sales and marketing.!
Suspects! Prospects! Leads! Opportunities!
ID needs through analytics and social interaction!
Find prospects by providing content tied to their needs!
Challenge prospects by telling them something they don’t know!
Use this relationship to position your solution!
Focus: Let me educate you about how to improve your business.!
Source: Sirius Decisions Source: Sirius Decisions
Source: From Content to Customer, by Joe Chernov and Elle Wioulfe !
FOURTYPES of content!SUSPECTS
They want what you know, NOT what you sell.
PROSPECTS They want content directly related to their interests.
LEADS They want content that addresses their business pain.
OPPORTUNITIES They want content that reduces their risk.
1!2!3!4!
Source: Sirius Decisions Source: Sirius Decisions
Source: From Content to Customer, by Joe Chernov and Elle Wioulfe !
FOURTYPES of content!SUSPECTS -‐-‐ infographics, non-‐demo-‐y videos, curated lists and people, infotainment
PROSPECTS -‐-‐ e-‐books, guides, chapters from physical books, analyst reports, webinars
LEADS -‐-‐ White papers, case studies, demo videos, product comparisons
OPPORTUNITIES -‐-‐ ROI calculators, pricing sheets, RFP generators
1!2!3!4!
BYTHEWAY…!
They want their content in multiple formats, on multiple devices, where and when THEY want it, and in the context of their particular job role.!!
The New World of Sales and Marketing!Old! New!
Mass marketing! Content marketing!
Relationship selling! Challenger selling!
Focus groups! Analytics!
One-to-many! One-to-one!
Trade shows! Niched conferences!
Sales presentations that describe YOU! Sales presentations that educate THEM!
Single use analyst white papers! Multi-use content assets!
Product leadership! Thought leadership!
Mass e-mail! Segmented and automated drip campaigns!
Print or print-like delivery! Videos, podcasts, blogs, ebooks!
RULE#3!“Maybe I’m not as comfortable being as powerless as you are.”!
You will go broke trying to populate these “three-dimensional” content needs (role, stage, delivery vehicle) in the way you’ve always done it – by paying top dollar for individually commissioned outsourced custom pieces of content or by thinking that “somebody” internally will do it.!!And it will often wind up too “sales-y.”!
CONTENTBEAST!Beware the CONTENTBEAST.!!If you continue down the old path of commissioning custom assets, the volume and variety of content you need to be effective will consume you.!!You need to think CONFIGURATION and REPURPOSING not CUSTOMIZATION.!!
FINALNOTE!Don’t make this mistake with your content marketing strategy…!!“I keep going to a lot of places and ending up somewhere I’ve already been.”!!CONFIGURE existing assets, don’t CUSTOMIZE.!
MOREINFO!John Mancini!!johnmancini@AIIM.org!@jmancini77!!
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