babcock & jenkins: cmi 2012 orange awards entry
DESCRIPTION
We love getting inside the heads of B2B buyers and finding cool, interesting ways to satisfy their curiosity, make them smarter—or persuade them to buy from our clients instead of a competitor. We love the challenge of a big, hairy spreadsheet just waiting to be filled with insight. And, yes, we love to measure everything—so we don't just deliver great content, but also great results. This is part of our entry for the CMI 2012 Orange Awards. See why we think BNJ should win at http://orangecrush.bnj.com.TRANSCRIPT
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− Audience Insights− Audit & Analysis− Planning &
Development− Analytics− Sharing the Love
Orange Crush!
A Quick Tour of the BNJ Content Practice for the
CMI 2012 Orange Awards
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“Content is the true fuel for the
conversion engine.”
— SiriusDecisions
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Audience Insights
Buyer Persona Buyer’s Journey
− Relevant to who they are and what they care about
− Answers the questions they have at each stage/step
− Delivers content when, where and how they want it
− Incorporates messaging in contextually relevant way
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Buyer Profile
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© 2012 BNJ Research | All rights reserved
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Buyer's Journey
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Audit & Analysis
What Do We Have? What Do We Need?
• Review content for quality, relevance, value and usability• Map content by persona, buyer's journey stage and
campaign touch• Identify gaps and opportunities to improve or re-imagine
content
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The Audit: Reviewing the Assets
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Relevance
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Value
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Quality
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What's Working?
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What Could Work Better?
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Mapping: The Contact Strategy
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What's Missing?
− Business impact tools: How much will it cost? How much can I save?
− Deployment guides: How hard will this be? Who will help me?
− Validation: Why should I trust you? What do your customers say?
− Variety of formats and lengths: What if I don't have time to read a 20-page whitepaper? What if I'm on my mobile?
Fresh Content to Fill the Gaps
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Content Planning & Development
A Framework for Fresh Content
− Best practices
− Product demos
− Webcasts− Case studies− ROI/TCO
tools
− Original research
− Analyst reports & rankings
− Personalized data and resources
Thrillers Fillers Spillers
− Infographics− Blog posts− Videos− Photos− Quizzes
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Thrillers
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Thrillers
Personal website
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Thrillers
Customized network diagram
Personal website
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Thrillers
Thrilling results: 9:1 ROI46% of targeted accounts
converted to sales or pipelineClient won B2B Marketer of the
Year
Personal website
Customized network diagram
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Fillers
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Quick Guide
Whitepaper
Custom Case Builder
Implementation Timeline Tool
Fillers
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Spillers
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Spillers
Infographic
Animated Whiteboard
Interactive Quiz
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Analytics: Measuring the Impact
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Impact of an Infographic
Featured on ReadWriteWeb and Alltop. Republished on dozens of other sites.
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Impact of an Infographic
− More than 1,000 total shares− Significant increase in traffic to site (and most
of the traffic was on other sites!)− Big increases in traffic from social sites, with
the infographic representing the vast majority of Facebook, LinkedIn and Twitter
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BNJ Content Engagement Index
© 2012 BNJ Research | All rights reserved
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Sharing the Love
Client Workshops & Industry Contributions
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Content Workshops:
Teaching Our Clients to Fish
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Healthy appreciation for the
role of content in the Buyer's Journey
Goal: Content Intelligence
Buyer-centric method for
evaluation and planning of content
Understanding of content best practices as they relate to the technology sale
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VP Strategy Lauren Goldstein
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VP Strategy Lauren Goldstein
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Sr. Media Director Eric Wittlake
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Sr. Media Director Eric Wittlake
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Sr. Media Director Eric Wittlake
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Content & Social Media Strategist Carmen Hill
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Content & Social Media Strategist Carmen Hill
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Content & Social Media Strategist Carmen Hill
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Clients
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Cheers!
© 2012 Babcock & Jenkins | All rights reserved