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Creating a Marketing Narrative

that Drives Sales

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@jamesmiller_ii

HOST

James MillerVP, Technology Industry

BrightTALKPROGRAM

Simon GerzinaSenior Producer

BrightTALK

#OEAevent

BrightTALK™

TECHNOLOGY MARKETING

@brighttalk

GUEST

Michael VizardIndependent IT Blogger/Editor

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GUEST

B2B buyers are utilizing online

research in decision making

3Source: Society for New Communications Research

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“To make digital marketing work,

content must do its part to earn trust”

B2B buyers are empowered by available information and in control of the buying process

Marketing expenditure

continues to shift rapidly

towards putting the right

content (and format) in

front of the right person at

the right time

References: David Pitta, BrightTALK; Veronica Brown, The Content Factor

How can you use your limited resources to create a marketing

narrative that drives sales?

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Six ways to drive sales with content marketing

1. Map marketing content to customer needs

2. Optimize content for search and social

3. Release content on a schedule

4. Humanize content

5. Share anecdotal experience

6. Repurpose content

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Map marketing content to customer

needs with a compelling narrative

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Awareness

Consideration

Preference

Loyalty

Market/industry/customer pain points

Case studies and whitepapers

Product and service information

Educational material, success stories, support

What impression

do you want to

leave the audience

with over time?

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Optimize content for search and social

Keyword-rich

Event player available for

live & on-demand viewing

Keyword-rich

Google keyword suggestion tool

Keyword glossary

Title tags

Corporate blog

Video and graphics

Monitoring tools

Social sharing

Create an “editorial” calendar

Release content in regular installments

Set a destination and rhythm for your content

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Release content on a schedule

WEEK MONTH QUARTER ANNUAL

Humanize content to build trust

Use your subject matter experts (SMEs) to express your company’s unique point of view in the marketplace

Validate your position with third party experts

Build people around the brand, not the brand around the people.

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Share anecdotal experience

Stories from partners and customers prove you can deliver on your brand promise

Buyers want to know:

– Pros and cons of your

products and services

– Others’ experiences

– Overall investment

required – new hires,

additional services,

system upgrades, etc.11

Repurpose content to create efficiency

Digital content (i.e., webcasts/videos)

– Break into smaller segments (3-10 mins vs. 45-60 mins)

– Embed on third-party sites

Physical events

– Capture video coverage

– Post blog updates

– Create audiocasts

– Develop whitepapers

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What does sales get?

Engaged and educated buyers

Insight on leads’ digital behavior

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Q&A

Resources

Online Events Academy

– http://academy.brighttalk.com/

Society for New Communications Research

– http://sncr.org/

MarketingProfs

– http://www.marketingprofsu.com/course/59/content-marketing

TopRank

– http://www.toprankblog.com/2011/03/10-tips-content-marketing/

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