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With 3-D content mapping, marketers learn what types of content to create and how, when and where to apply their valuable content resources.
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Priority Content Planning With 3-D Content Mapping!Presenter: Micky Long, Vice President & Practice Director-Lead Nurturing, Arketi Group!
Speaker!• Micky Long - Vice President and Practice Director,
Lead Nurturing, Arketi Group#
Agenda!• 3-D Content mapping defined#• Getting to know your prospects#• Map to buy stage#• Create, curate, cultivate#• Putting it together#• Where to start#• Questions#
3-D Content Mapping!
Top Content Challenges!
42%#
20%#
18%#
12%#
7%#
1%#0#
Engaging content Enough content Budget Lack of exec buy-‐in Content variety License budget
B2B Content Marketing: 2012 Benchmarks, Budgets and Trends Profs/Content Marketing Institute #
Identified Content Challenges!• 56% of B2B marketers cite "time and bandwidth" as their biggest challenge
to creating content, and 53% cite producing truly engaging content.#
• 94% of B2B marketers create new content from scratch, 39% curate third-party content, 32% reuse existing content, and just 30% encourage user-generated content.#
• Top performance metrics for content marketers include Web traffic (64%), content views and downloads (59%), lead quantity (52%), and lead quality (52%).#
• Only 26% of B2B marketers are actively creating content to feed their marketing automation campaign; 56% do not use marketing automation at all.#
Defining 3-D Content!
1 Mapping to pain point
2 Mapping appropriate content
3 Mapping to buy cycle
3 Main Components:#
Pain Points Uncovered!
Who What Why
• Develop personas#• Key Questions#
Completed Buyer Persona!“I have 3 concerns when I sit down at my desk: ‘what’s our cash flow?’ ‘what is revenue/customer?’ and ‘how efficient is our plant running?’”
Brad the CFO Age: 45 Educa4on: Bachelor’s (Finance) with most likely an MBA
CFO Message • “Our plant solutions can bring
immediate ROI through reduced inventory.”
• “We enhance compliance through advanced reporting.”
About Brad • Reports to CEO • Has financial responsibility for firm • Spends too much time on
compliance/risk mitigation/SOX • Must see fast ROI
Influencers • Peers • Case studies with
ROI • Current clients • Analyst firms
Goals • Efficiency • Less expenses • Proven ROI • Better financial
ratios
Proof Points • Avg.20%
decrease in inventory
• 30% less waste
Words-phrases that resonate • ROI • Proven • Financially stable • Integrated
Objections • Cost too much • Burdensome
implementation
Top Persona-Building Methods!
64%#
56%#
47%#
43%#
0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%#
Customer/prospect interviews#
Sales interviews#
Customer/prospect survey#
Mining in-house database#
Persona-‐building methods
Pain Points Uncovered!Research comes from anywhere!• Sales feedback#• Industry publications / reports#
Pain Points Uncovered!If you can’t find it, create your own!• Conduct industry surveys#• Survey your database#
Buy Cycle Integrated!Now that we know who they are, it’s time to determine
where they are in the buy cycle:!
Discovery: Browsing.
Validation: Comparing.
Awareness: Window shopping.
Call-to-Action / Content!
Product comparisons, info, offers
Industry white papers, educational material
Case studies, other validation info
Post-sales communication, user newsletter
Emails with a mix of industry and product info
To be effective, content must be:!• Relevant#• Varied#• Personal#• Fresh#
13
Why Variety Is Critical!
0%# 20%# 40%# 60%# 80%# 100%#
White paper#Webinar#
Case study#Blog post#
E-book#Video#
Infographic#Presentation#
Podcast#
Content type utilized during business search!
Source: DemandGen Report, Content Preference Survey#
Reuse!
Reuse!Start with a white paper, run a podcast, create a video!
Reuse!Partner with an analyst, run a webinar, highlight in a collateral piece!
Curate (Borrow)!Content Curation - is a term that describes the act of finding, grouping, organizing or sharing the best and most relevant content on a specific issue. # # # # – Courtesy of Rohit Bhargava, Influential Marketing blog!!Five Curation Models:#1. Aggregation – “Top five tips for success”#2. Distillation – shorten and simplify#3. Elevation – spot trends from other material#4. Mashup – pulling together items to create new POV#5. Chronology – Pulling together timeline to show trends#
Curation Tips!• Know your market (have we said that before?)#• Always be searching#
• Look for the unusual#• Don’t forget to attribute #• Commercial tools are available (Curata)#• Don’t overlook Google alerts, RSS feeds, LinkedIn discussions, etc.#
Curation Tips!• Know your market (have we said that before?)#• Always be searching#
• Look for the unusual#• Don’t forget to attribute #• Commercial tools are available (Curata)#• Don’t overlook Google alerts, RSS feeds, LinkedIn discussions, etc.#
Put It All Into Action!Well-mapped content can feed highly effective drip marketing programs!
Industry White Paper
Technical White Paper
Vendor Video
Response
Response
Response Product Datasheet
Product Case Study
Industry Webinar Response
Response
Response Product Case Study
Technical White Paper
Industry White Paper Response
Response
Response
Industry Webinar
Industry PodcastResponse
Return to Pool
Offer/Sales
Y
N
NNN
N N N
N
Y Y
Y Y Y
Y Y Y
Awareness
Discovery
Validation
Response
NN
Y
Prospect Drip Program!10% Response Rate
20-‐30% Response Rate
40+% Response Rate
Where To Start!
1 Hope is not a strategy – build a plan
2 Enlist all sources
3 Be realistic with budgets and timelines
4 Test, test, test – and then test again
Questions!
Contact Info!Micky Long!
Vice President & Practice Director - Lead Nurturing Arketi Group
@mlong1 #####
Pardot™, An ExactTarget® Company950 East Paces Ferry Road, Suite 300, Atlanta, Georgia 30326# 404.492.6845 | 877.3B2B.ROI | www.pardot.com!
