feeding the content beast: real-world ideas for turning product-centric assets into funnel-filling...
TRANSCRIPT
#C2C16
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#C2C16#C2C16TheContentBeast
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76%ofB2Bbuyersprefer
differentcontentateachstageoftheirresearchprocess
Source:Pardot
ARelentlessAppetite
#C2C16
#C2C16
ARelentlessAppetiteeBooks |Whitepapers|Videos |Webinars |BlogPosts
GuestBlogPosts |OverviewReportsBylineArticles|Infographics|FAQ |SocialPosts
Newsletters| BuyingGuides|DemoVideosSpeakingEngagements |CaseStudies
DataSheets|PricingGuidesTestimonials |ROIcalculators
CustomQuotes|OffersDeepBlogPostsTestimonials
#C2C16
#C2C16
eBooks |Whitepapers |Videos|Webinars |BlogPostsGuestBlogPosts|Overview Reports
Byline Articles|Infographics|FAQ| SocialPosts
Newsletters|BuyingGuides |DemoVideosSpeakingEngagements |CaseStudies
Data Sheets |PricingGuidesTestimonials |ROIcalculators
Cu stomQuo tes| OffersDeep B lo gP o stsTestimon ials
eBooks |Whitepapers |Videos|Webinars |BlogPostsGuestBlogPosts|Overview Reports
Byline Articles|Infographics|FAQ| SocialPosts
Newsletters|BuyingGuides |DemoVideosSpeakingEngagements |CaseStudies
Data Sheets |PricingGuidesTestimonials |ROIcalculators
Cu stomQuo tes| OffersDeep B lo gP o stsTestimon ials
eBooks |Whitepapers |Videos|Webinars |BlogPostsGuestBlogPosts|Overview Reports
Byline Articles|Infographics|FAQ| SocialPosts
Newsletters|BuyingGuides |DemoVideosSpeakingEngagements |CaseStudies
Data Sheets |PricingGuidesTestimonials |ROIcalculators
Cu stomQuo tes| OffersDeep B lo gP o stsTestimon ials
eBooks |Whitepapers |Videos|Webinars |BlogPostsGuestBlogPosts|Overview Reports
Byline Articles|Infographics|FAQ| SocialPosts
Newsletters|BuyingGuides |DemoVideosSpeakingEngagements |CaseStudies
Data Sheets |PricingGuidesTestimonials |ROIcalculators
Cu stomQuo tes| OffersDeep B lo gP o stsTestimon ials
ContentMultiplierEffect…Inevitably,wefallvictimtothe
SOLUTION1 SOLUTION2 SOLUTION3 SOLUTION4
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Personas?Don’tEven GetMeStarted
PeopleLineUp toHelp…
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Fortunately,
GreatSourceMaterials
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Andtheyalwaysprovidepiles of
MarketRequirementsDocsUseCaseDocsStrategicPlansProductRoadmapsProductBriefs
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FeedingTheContentBeast
Real-WorldIdeasForTurningProduct-CentricAssetsIntoFunnel-FillingContent
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AboutMe
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§ 25YearsB2BMarketing§ Escalate,RedPrairie,JDA
§ Today:Aptos§ DirectorofMarketing§ Brand,Content,Digital
§ Target:RetailExecutives
@davethewavesd
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HowIUsedtoSpendMostofMyDays…
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Maybethere’sabetterway
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An“ahamoment”fromaveryunlikely source…
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Q32011
Q42015
23M
75M
StreamingSubscriberGrowth2011-2015
Source:Statista
Q12012
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Ratherthanonlythinkingabouthowtobestmarket contentfromothers…
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Theybeganthinkinglikeapublisher
“aha!”
2011
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TargetAudienceInterests
Netflixbeganmining theirrichdatatounderstand
todrivecontent development decisionsinaddition tocontentmarketingstrategies
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Q32011
Q42015
StockPriceGrowth2011-2015
Source:YahooFinance
Clearly,asuccessfultransitionfrom
ContentMarketertoPublisher
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600oforiginal contentplannedfor2016
Source:Netflix
hours
PRESENTEDBY
#C2C16
ThinkingLikeaPublisherintheB2BWorld
5GuidelinesforContentMarketers
1.GivethePeopleWhatTheyWant
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(Notwhatwewantthemtowant)
2.EmbraceCreativeThinking
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3.ObsessOverQuality
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4.Publish,or…
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5.HireaManagingEditor
ALLMEN
THE PRESIDENT’S
PRESENTEDBY
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ThreeReal-WorldCaseStudiesHowAptosAppliedtheseLessonsto
Reach,EngageandInfluenceRetailExecutives
What’sofInteresttoRetailers?#C2C16
What’sNextCaseStudy#1
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OriginalProductContent
CloudExpansionOpenAPIs
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ProgramProfileThinkingLikeaPublisher
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FutureinRetail?Does3Dprinting haveabona fide
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CanTechTellifWeAreintheMoodtoShop?
Mood-sensing personalization:
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VirtuallyUnstoppable?
IsVirtualRealityinretail
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HighlyConsumable,Audience-CentricContentUserConferencePresentation
25C-SuiteAttendees(5Xprioryear)
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HighlyConsumable,Audience-CentricContentRepurposed intoaWebinar
~300Attendees/On-DemandDownloads
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HighlyConsumable,Audience-CentricContentLeveragedforaneBook
~100Downloads
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HighlyConsumable,Audience-CentricContentAugmented withCustomResearchCollectedviaWebinarPolling
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CompanioneBook
~50Downloads
WhatElseisofInteresttoRetailers?#C2C16
ShopperDataCaseStudy#2
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OriginalProductContent
SalesChannelsFulfillmentChannels
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ShopperInsightsTheChallenge:ConnectingProductIntegrationPlansto
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SpendingaFortune
And todosowithout
CONSUMERDATA
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ProgramProfileThinkingLikeaPublisher
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ShoppersontheStreet3Cities|100Shoppers|6Questions
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HighlyConsumable,Audience-CentricContenteBook
100+DownloadstoDate
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HighlyConsumable,Audience-CentricContentWebinar
150+RegistrationstoDate
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MainstreamMediaPotentialHigh-appealcontentleadsto
StoryPitchestoMetroDailiesinProgress
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ExtendingtheProgramisEasyContentMarketerasPublisher’sBonus:
WhatElseisofInteresttoRetailers?#C2C16
RetailGivingBackCaseStudy#3
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AWorthyCauseInexorablyConnectedtoRetail
17Countries•47Projects• 143,000Kids
RetailGivesBack
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CultureChangeSuccessasapublisherhasledto
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ProgramProfileThinkingLikeaPublisher
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3.4MSeason1downloads/episode
Source:Forbes
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1.9Mviewersperepisode (01/24/2016)
Source:TheNielsenCompany
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§ TrustedFormat§ PersonalConnection§ Convenient
NewMedia’sMostEffectiveStorytellingAsset?AudioPodcasting
39Mdownloadmonthly
3X2010downloads
Theuntoldstoriesofthepeopleof retailwhohavemadevulnerablechildrenaround
theworldapriority intheirlives
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CommerceofCaring.org
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§ Planning6episodesforfirstseason§ Liberia,Congo,Honduras,SouthAfrica
§ Newepisodeevery6-7weeks§ Supportingprogramsforeachepisode
§ Pressrelease/mediapitches§ Socialmedia§ e-Mailcampaigns§ Paidadvertising§ Callscripts
StorytellingasContentMarketing
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InClosing…
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#C2C16Dude, That’s SO METAConstantlyapplyingthoselessonslearned
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NottoGetTooMeta…
Audience-CentricContentIntegrationPlanasContent
PodcastsasContentOriginalProgrammingPublishing =ContentMktg
RoadmapasContent
#C2C16TheContentBeastTheContentedBeast
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[email protected]@davethewavesd
#CommerceOfCaring
ThankYou
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