content stocktake - how to re-use what you have
DESCRIPTION
How to define your buyer personas and what they want. How to re-use and re-purpose your existing content and more. More hints on content marketing at http://www.technoledge.com.au/b2b-blog.TRANSCRIPT
CONTENT
STOCKTAKE
How to re-use what you have to give targets what they want
It’s easy. Ask yourself a few questions:
Who are your targets? What do they want? What do you have now? How can you re-use it? What’s missing?
Who are your targets?
Who is involved across the sales cycle?
Not just titles. Each is a person with goals, dreams and worries that keep him/her awake at night = buyer persona.
CIO, IT Mgr, Others?
e.g. BUYER PERSONA = CIO
Male/female Too busy to take calls Do their own research Want to: • fulfil biz needs via technology • add value, do more with less • be promoted, successful
What are they like?
Will the technology support their goals? What’s the business case? What’s the risk (could it fail)?
e.g. BUYER PERSONA = CIO What are they worried about?
What he wants e.g. BUYER PERSONA = CIO What do they want?
Objective, impartial advice on: • how their goals will be achieved • how the biz case stacks up • the real risks
Blog posts Social media White Papers FAQ Problem-solving guides Risk assessments Demos
e.g. BUYER PERSONA = CIO What should you give them?
Focus on how to ease their worries (not sell your product)
What do you have?
Buyer Persona
Attract & Engage
Inform & Show Convince & Close
Grow
CIO Website, SEO White papers, spec sheets, screen shots
Case studies, proposals
Email database, data sheets
Buyer Persona
Attract & Engage
Inform & Show Convince & Close
Grow
CIO Blog, social media (they find you)
FAQ, ROI & problem solving guides, risk assessments, demos
Industry case studies with ROI and risk
How to get more value, functions, benefits
What’s missing?
What can be updated, put into new formats?
Industry specific CS with ROI & risk, FAQ, How to get more value, references to call
White papers>
blog, social media, Slideshares, ROI, problem solving, risk assessment guides
Spec sheets>
Demos, FAQ, Slideshares
Case
Studies>
Screen shots>
Demos, Slideshares
Buyer Persona
Attract & Engage
Inform & Show Convince & Close
Grow
CIO Blog posts, social media
White papers, FAQ, problem-solving, risk assessment, demos
Case studies, references
How to get more value, functions, benefits
IT Mgr
Other
Fill out for all buyer personas
Do others want similar content? Could it be tweaked to their personas?
Set a content schedule
Who Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
1 WP PSG RAG VG WP PSG RAG VG
2 ROI Dmo Dmo Dmo ROI
3 CS SS CS SS CS SS CS SS
Events E1 E2 E3 E4
Start small Share the load Don’t take on too much
Customers who rave about you
Contacts who don’t know you
How can you make their journeys smoother, faster, more enjoyable?
Track & tweak: are there any bottlenecks?
