content marketing mapping: aligning to the buying process
Post on 13-Sep-2014
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DESCRIPTION
Talk I gave at Dallas Digital Summit http://dallasdigitalsummit.com about mapping your content to buyer needs in the buying process.TRANSCRIPT
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Content Marketing Evolution Aligning to the Buying Process
Mike MerrillDirector of Marketing, ReachLocalChairman, Social Media Club of Dallas
@MikeDMerrill
#DDSUM1
2
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B2B Rushes to Publish Content Everywhere
#DDSUM12 @MikeDMerrill
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How Do I Use Each Platform?
Intro 3
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B2B Content Marketing Benchmarks
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A Few Key Data Points
“33%
5
Marketing budgets allocated to content marketing
44%
Social media distribution channels
Outsource B2B content creation
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Content Marketing Usage by Tactic
Too much focus on every platform and tactic
Determine how each tactic facilitates the buying process
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Content Marketing Crisis of Confidence
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Time to Align Content to Buying Journey
DISCOVERSurfing, Searching
and Socializing
CONSIDERResearching and
Evaluating
BOOK/BUYGetting Estimates
and Purchasing
REPEATSharing Experiences
And Buying Again
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Buyer Needs at Each Stage
• Recognize problem or issue
• Want to change status quo
• Gain confidence in right product/service selection
• Understand ROI of each to build business case
DISCOVERSurfing, Searching
and Socializing
CONSIDERResearching and
Evaluating
BOOK/BUYGetting Estimates
and Purchasing
REPEATSharing Experiences
And Buying Again
• Explore possible solutions• Define short list of
providers• Commit to change
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Discovery Phase: Recommended Content
• Blog articleso Curated Listso Tips & Tricks
• Infographics• Ebooks & guides• Assessments &
quizzes • Meme marketing• Videos• WebinarsREPEAT
Sharing ExperiencesAnd Buying Again
DISCOVERSurfing, Searching
and Socializing
Key leading indicators:• Traffic, page views, time onsite• Downloads• Inbound links, page rank• Fans, followers• Mentions, comments, shares
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Consider Phase: Recommended Content
• Ebooks & guides• Quizzes & widgets • Newsletters• Demo videos• Webinars• Industry analyst
reports• Testimonials• Case studies
REPEATSharing Experiences
And Buying Again
CONSIDERResearching and
Evaluating
Key leading indicators:• Click-throughs, open rates• Downloads• Inquiries, form submits• Database growth
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Book/Buy Phase: Recommended Content
• Live or in-person events
• ROI Calculators• Pricing guides• Total cost of
ownership tools
REPEATSharing Experiences
And Buying Again
BOOK/BUYGetting Estimates
and Purchasing
Key leading indicators:• Qualified Leads• Booked Appointments• Opportunities• Pipeline size• Closed Deals
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Recommended Content by Buying Stage
REPEATSharing Experiences
And Buying Again
BOOK/BUYGetting Estimates
and Purchasing
Buying Stage
Buyer Needs Recommended Content
KPIs
Discover • Recognize problem or issue• Want to change status quo
• Blog Articles• Infographics• Ebooks & Guides• Assessments & Quizzes • Meme Marketing• Videos• Webinars
• Traffic, page views, time onsite
• Downloads• Inbound links, page rank• Fans, followers• Mentions, comments,
shares
Consider • Explore possible solutions• Define short list of providers• Commit to change
• Ebooks & Guides• Quizzes & Widgets • Newsletters• Demo Videos• Webinars• Industry analyst reports• Testimonials• Case studies
• Click-throughs, open rates• Downloads• Inquiries, form submits• Database growth
Book/Buy • Gain confidence in right product/service selection
• Understand ROI of each to build business case
• Live or in-person events• ROI Calculators• Pricing guides• Total cost of ownership tools
• Qualified Leads• Booked Appointments• Opportunities• Pipeline size• Closed Deals
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Build Buyer Personas to Define Content Needs1.Title: Dentist2.Role: Owner3.Age: 384.Sex: Female5.Education: Doctorate6.Experience: 10 Years7.Ad experience: YP, Valpak, Local pubs, Direct Mail8.Goals: Lower cost to acquire more patients, spend
less time worrying about marketing9.Challenges: Determining the ideal marketing
strategy, understanding the latest in online marketing10.Needs: Transparent ROI, fewer vendors to manage
(single source), face to face sales rep to educate/inform
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Every Persona Has Different Needs
Persona
Stage Questions (Needs)
Answers Format
Influencer
Discovery 1.2. 3.
1. 2. 3.
1. 2. 3.
Consideration 1.2. 3.
1. 2. 3.
1. 2. 3.
Book/Buy 1.2. 3.
1. 2. 3.
1. 2. 3.
Decision Maker
Discovery 1.2. 3.
1. 2. 3.
1. 2. 3.
Consideration 1.2. 3.
1. 2. 3.
1. 2. 3.
Book/Buy 1.2. 3.
1. 2. 3.
1. 2. 3.
Etc
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… And
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Recommended Reading
1. B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North Americahttp://bakn.me/Ug6CWH
2. 4 Questions Answered about Buyer Personashttp://bakn.me/Wzg0Ew
3. 7 Ways to Research Your Buyer for Content Marketinghttp://bakn.me/11rQ4PA
4. The Content Grid v2 http://bakn.me/VjYo4k
5. The Content Match Game: Tips for Better Content Alignment Throughout the Buying Cyclehttp://bakn.me/YfSFhP
6. Optimize Content Marketing by Facilitating the Buyer’s Journeyhttp://bakn.me/Ug6s1k
7. Step-by-Step Templates for Mapping your B2B Contenthttp://bakn.me/11c220A
8. The Content To Consumer: Aligning & Automating the Delivery of Content according to the Buyer Stagehttp://bakn.me/TwTsDS
9. Content Mapping for a Buyer-Centric Content Strategyhttp://bakn.me/TvSozG
10. Optimize B2B Content Across the Sales Cyclehttp://bakn.me/11CpKSQ
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Questions?• TWITTER: @MikeDMerrill• EMAIL: [email protected]• BLOG: http://blog.reachlocal.com• WEBSITE: http://www.reachlocal.com• TWITTER: @ReachLocal