Managing Content For Lead Gen

Content Frameworks

Collateral Maps

Content Curation/Syndication

Inbound Marketing

Doxim –Day 1…….

Requirements

• Become visible

• Refresh web presence

• Conversion architecture

• Create ‘value-added’ content

• Optimization

• Content Syndication

Short circuit approach….

Expert Assistance

Pipeline Optimization Report:

• Content Strategy

• Communication Strategy

• Syndication Plan

Help With

• Content – Research, Planning & Alignment– Sourcing/Curating– The Value of Metacontent

• Syndication– Internet Sharing– Social Media Marketing

• Curation– Specifically in relation to Twitter

The Buyers Journey

Define the Problem

EvaluateAlternatives

Negotiate and Commit

ThoughtLeadership

Products &Solutions Credentials

1 2 3

Aligning Content

Define the Problem

EvaluateAlternatives

Negotiate & Commit

The Client

wants to:

Education & ThoughtLeadership

Solutions &ProductSuitability

Credentials & DecisionSupport

To do this

they need:

• 101 Education• Trends & Stats• Benchmarks• News• Analyst coverage

• Need & Gap assessment

• Solution comparisons

• Roadmaps• Implementation

plans

• Credentials • Real use-case

studies• ROI/TCO• How to build

business case

Content to share:

Content Inventory

• Thought leadership• One (poor) eBook• One Webinar

• Products and Solutions• 6-7 Product brochures• Two CBA Calculators

• Credentials• Three case studies

Content FrameworkTARGET Bank, CU, WM

Operations Finance Marketing Compliance C-Suite

Bank, CU, WM Operations Marketing C-Suite

Bank, CU, WM Operations Finance Compliance

Bank, CU, WM Operations Marketing C-Suite

Bank, CU, WM Operations Finance Marketing Compliance C-Suite

NEEDS/PAINS Reduce Operational Expense

Meet client demand for eStatements

Compliance Being Green

Improve Customer Service

Reduce CSR workload

Branding across multiple channels

Process Improvement

Ease of document access

Faster CSR response times

Reduce Operational Expense

Compliance Being Green

Integrated Marketing

Cross sell and Up sell Marketing Cost

Reduction Enhanced Customer

Communications Being Green

Reduce Operational Expense

Increased Operational Efficiency

Compliance

VALUE PROPOSITION Help Financial Service Providers to create, deliver and manage business critical documents and content more efficiently and effectively, enhancing their customer’s experience

eStatements Better Looking Statements

Document Imaging(paperless loans)

Statement Based Marketing Know Your Customer

Categories eStatement Best Practice

Communicating better with your statements

Document imaging & management best practices

Marketing with your statements

Compliance and customer identification

Topics eStatements Customer Service Compliance Operational

Improvement

Better Looking Statements

Customer Service Statement

Marketing Operational

Improvement

Document Imaging Customer Service Operational

Improvement

Better Looking Statements

Customer Service Statement

Marketing

Document Imaging Customer Service Operational

Improvement

Collateral MapEARLY - Research/Identification MID - Identify/Evaluate LATE - Evaluate/Select

COLLATERAL OBJECTIVE

Education, information, Industry viewpoints, thought leadership

Help reader understand why Doxim is the right choice

COLLATERAL TYPES White papers, webinars, eBooks, Five and Ten things info sheets, videos, How to’s, Green Initiatives

Competitive analysis, Case studies. Testimonials, NPS info, Awards, Data center/data security, 5970, Service and support offering, Demo request,

OBJECTIVES Lead Generation/Conversion Help reader to shortlist and select DoximEXISTING MATERIAL eBook – Doc mgmt/imaging

CBA - Doc ImagingCBA – eStatements

Service Provider case studies – CUPS, League Data, GilmoreEnhanced statements case study – Wainwright CUDocument Imaging Case Study – Westminster Savings Solutions Videos - doc imaging, KYC, paperless lending

MISSING MATERIALS 5 things to look out for in an eStatement providereBooks:eStatementsBetter looking statementsPaperless lendingStatement solutionseInserts/eNewsletters?Going paperless – tied to document management strategy and tied to the three types of documents- Point in time, activity, relationship

Additional Case studies:Tax Pack for Wealth ManagementeStatements for Wealth ManagementeStatements for CUsEnhanced statements for Wealth managementPartner marketing programs for Service Providers5 ways Doxim impacts your bottom lineSomething on Document Management Strategies/going paperless(see Doculabs) document 5 Ways Doxim impacts your bottom lineWhy choose Doxim

CATEGORY: Early Research and IdentificationContent focusing on Education, information, Industry viewpoints, thought leadership

Have Don’t Have10 Reasons/Things to look for

Things to look for in EStatement provider xThings to look for in Doc imaging provider x10 Reasons – eStatements x10 Reasons - BL Statements x10 Reasons – Doc Imaging x14 Reasons – Doc Management x10 Reasons – Enhanced Statements

Calculators

CBA - Doc Imaging xCBA – eStatements x

Webinar program

–        Developing a Practical Document Management Strategy x–        Document Imaging: Capturing the Right Information x–        Paperless Lending Made Easy – Streamlining Your Loan Management Process

x

eBooks: also good blog material

Doc mgmt/imaging xECM ebook xeStatements xBetter looking statements xPaperless lending xStatement solutions xeInserts/eNewsletters? x

White papers / short“info” Videos- Trends create document using existing content from presentations and ebooks, other sources etc then can also create “short info video” where it makes sense… good for website /youtube. Also great blog and twitter food. Example ideas:

x

Statement Trends: The Road to Interactive, Intelligent Documents x

eStatement Trends: looking beyond the paper statement. xEdelivery

Enotification

Inserts/newsletters

Breaking the Barriers: xAchieving Enhanced /eStatement goals (what’s holding you back? Cost? IT? Exec?)Doc mgmt - breaking the barriers /making the business case for doc mgmt . Segway to "Developing a great doc mgmt strategy" in the mid to late evaluation

Going paperless xalso tied to document management strategy and tied to the three types of documents- Point in time, activity, relationship

Other ideas:

–        Branding across multiple channels x–        CSR workload/effi ciency x–        Cloud Computing 101 x–        Document mgmt x–        Compliance x–        Going Green x

–    Professional Services - something about figuring out what's best for you? How do you know what you need? Type of thing.

x

How to: xStatement Design Principles: Creating Best in Class Statements xPt 1: Effective statement Design xPt 2: Advanced Statement Design xPt 3: Cheques x

Primers – “Dick and Jane Style” (or doesn’t have to be that format but a quick primer)Good blog material/website/one pager pdf/slideshare. Also beneficial as sales tool to help reps recognize the needs/pains of the target audience.

x

Focus on the needs/pains of target audience picking mkting/ops/c-suite/ for example (or whichever made most sense to focus on)

“Meet Sally. She’s a marketing mgr at ABC Credit Union,…etc” and the focus of primer would be on: (from content framework doc)         Branding across multiple channels x         Integrated Marketing x         Cross sell and Up sell x         Marketing Cost Reduction x         Enhanced Customer Communications x         Being Green xOther… x-           Customer service x-           Going Green x-           CSR workload/effi ciency x-           Operational Improvements x-           Meeting client needs x

Category: Mid to Late Evaluation and SelectionContent focusing on Why Doxim is the right choice

Case Studies Have Don’t HaveService Provider case studies – CUPS, League Data, Gilmore xEnhanced statements case study – Wainwright CU xDocument Imaging Case Study – Westminster Savings xeStatement Case Study Credit Union – PenFinanacial xeStatement Case Study Credit Union – Your Credit Union xTax Pack for Wealth Management – OBL x eStatements for Wealth Management xEnhanced statements for Wealth management xPartner marketing programs for Service Providers x

VideosExisting Solutions Videos doc imaging, KYC, paperless lending x

Solution Videos Using existing presentations create 30 – 45 second camtasia - solution/need specific. Youtube/slideshare/website x

Record a video - interview style with Chris R. x

Product Demos x

Papers - also good to parse out for blog food and potentially little video snippets for You Tube ChannelWhy choose Doxim - need to turn this into something that prospect x

5 ways Doxim impacts your bottom line x

Document Management Strategies/going paperless(see Doculabs) document. This ties back to content created for early category. x

Doxim Professional Services - More than just implementation and training… or something like that. x

Doxim Customer Service Excellence xDoxim's successful track record of excellent service and support. We're with you etc.. Create story using customer surveys, customer support etc. could have testimonials from clients on sidebar.

Keeping your Data Secure xDoxim data security protocols – 5970 audits etc. You're secure.(based from web content)

Blogmore bragging about our Awards Tweet/blog ComplianceFill in gaps in the categories

Where to Find Content

• Presentations/Webinars

• Product Brochures

• White Papers

• RFPs and Proposals

• Tech Specs & Manuals

• Training Materials

• News Releases

Repurpose it

Start with a webinar

Turn it into an eBook Create an InfoSheet

Create x blog posts

Tweet about it all

Turn thatinto a video

Syndicate & Communicate

Presentations - Documents - Videos

Client Conference

Share presentations

Take and Syndicate Videos

Repurpose content

Content Re-Inventory• Thought Leadership

• Eight webinars• Four eBooks• Multiple “10 Reasons Why” Info sheets • Dozens of blog articles• Hundreds of Tweets

• Products and Solutions• 11+ Product brochures• 4 videos• 2 x CBAs

• Credentials• Eight Case Studies• Multiple Why Doxim documents

Remember the Metacontent

• The content about the content

• Helps merchandize the content

• Almost as important as the content itself

• Develop with the content

Metacontent Template

Category DetailContent topic/title Descriptive title focused on the customer’s pain. 5-10 words , 65

characters, with most important keywords to left

Tags/keywords All the relevant keywords customers would use to describe this content asset in priority order

Abstract/Description 20-30 word, up to 160 characters, describing what it is and why it’s worth reading

Call out Typically a significant quote pulled directly from the content copy

Landing page copy Longer description of content, including sub topics and headings, benefit bullets etc.

Call to action 4-6 words of benefit copy to call the reader to action – typically to complete the form

Tweets/updates 3-5 tweets promoting the content with keywords and relevant hashtags as appropriate

Blogs 1-5 blogs that home in on section of the content and provide links to the complete piece

Thumbnail Hero shot of the content for landing page, blog articles etc

Metacontent

Metacontent

Site Content BrochuresVideoseBooks

Whitepapers

Managing Twitter (et al)

Curating and Sharing Content

Participating in the SM Sphere

How to be in the game…….Without being swamped by the game

Curation

Curation

Curation

Curation

Communication

Create a content plan

Create key pieceswebinars, ebooks, etc

Repurpose, repurpose, repurpose

Syndicate and communicate

Repeat

Recap

sodonovan@doxim.com

416 836 4545

More?