How to Create Diagnostic Content

Tim Matthews

VP MarketingIncapsula/Imperva@timmatthewssv

THREE B2B SUCCESS STORIES

Diagnostic Content Marketing: How Customized Reports Unstuck Our Funnel

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Men are moved by two levers only: fear and self interest.Napoleon Bonaparte“ ”

Fear Self Interest

The best headlines are those that appeal to the reader’s self-interest.

John Caples

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Content Types

Relevant Personalized Diagnostic

Content that relates to a prospects job, problems or interests

Content that has been customized to match the industry, title and/or personal details of a prospect

Content that offers an analysis of a prospect’s organization or processes, with the aim of identifying problems

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di•ag•nos•tic con•tent (dī′əg-nŏs′tĭk) (kŏn′tĕnt′)

1. Content designed to identify problems in a prospect’s organization or operations.

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Cost of DDoS Calculator

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Data Breach Calculator

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Speed Test

• Simulated users hitting prospect’s site and measured the difference

• (When we could help) Sent results of the test to prospects

• Offer of follow up with engineer to help fix the problem

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Lessons Learned

• Better than ______ works better than just “better”

• Holding back information increased form fills for full report

• Many customers don’t understand they are in pain – so we needed to make it abundantly clear

• The bias against calculators is overstated. Credible data shows value and builds trust.

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How You Can Build Diagnostic Content

• “Plays” You Can Run– Turn a study into calculator

– Memorialize best practices and have customers assess themselves against them

– Capture data from your SaaS application and use it to create a benchmark for prospects

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Resources

• Data Breach Calculator – www.databreachcalculator.com

• Cost of DDoS Calculator – lp.incapsula.com/ddos-downtime-cost-calculator.html

Tested Advertising MethodsJohn Capleshttp://amzn.com/0130957011

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