Getting Customers to Create More Content For You
@explorics www.explorics.com
What I want to get out of today
1. Is content primarily a “top-of-the-funnel” exercise? Will it remain that way?
2. What are some of the really unique ways you have used content (or seen it used) to engage customers and buyers?
Chat: What do you want to get out of today?
What was the last
movie you saw in a theater?
Chat: What was the last movie you saw in a theater?
from Crap. The Content Marketing Deluge by Velocity Partners
from Crap. The Content Marketing Deluge by Velocity Partners
Poll: Is 2014 the year of Crap Content? - Definitely - Hell no - Not if I can
help it
from Crap. The Content Marketing Deluge by Velocity Partners
25% OF YOUR CONTENT SHOULD COME FROM YOUR CUSTOMERS
Poll: How much of your content comes from customers now? - None - <10% - 10-25% - 25-50% - 50% +
Chat: What does it mean – to have content come from your customers?
from
from
from
Chat: What are your top content marketing goals?
from business2community.com
Poll: What stage is most of your content marketing effort directed toward? - Problem
awareness - Resolution
Investigation - Solution
Evaluation - Vendor
Evaluation
That’s a lot of content!
from business2community.com
Customers… • Provide access to highly targeted communities • Discuss problems in meaningful terms • Gossip about new and interesting things
from business2community.com
Customers… • Answer “how did someone just like me solve a problem just like mine?” • Report on events and trends from the real-world • Give talks so others can learn from their experiences
from business2community.com
Customers… • Have actual success metrics • Discuss how they get things done in their organization • Share their own best practices
from business2community.com
Customers… • Support vendors they love • Act as community thought leaders • Want to be recognized for successful outcomes
25% OF YOUR CONTENT SHOULD COME FROM YOUR CUSTOMERS
Why? • More targeted audiences
• Volume, speed, variety • Deeper engagement
• Meet needs of buyers
Your Customer Relationships Poll: Which best describes your company? - We protect
access to customers because deep down we fear they are unhappy.
- We are active partners with our customers and look for ways to work together.
- Somewhere in the middle
The Leap Of Faith: Your customers also benefit from the content they create.
Chat: What was a creative way you involved a customer?
“Global education will get students to start seeing a different perspective.”
renewal rate for customers in
the advocate program
more stories for marketing
and sales
100%
300x
40
crowdsourced video testimonials
Twitter Chats
Customer Spotlight
Forum Discussions & Commentary
“Our customers love us. Why aren’t they doing more for us?”
Advocate for your customers and they’ll return the favor in a big, big way.
:
YOU:
B2B Customer Loyalty & Advocacy Programs
• Customer engagement programs • Customer panels • Social nurturing & prospecting • Thought leadership & PR • Lean startup • Product marketing staffing
About Us
@explorics www.explorics.com