Content Marketing Tips and Tricks

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You Exec (youexec.com) Pitch Deck

Content Marketingcreate content that convertsStop selling, start helping.Sandy Hawke | sandybeachSF@gmail.com | 510-501-4107

In addition to figuring out how to rise above the noise, we also have to help our buyer get ovr 1

Buyer-Centric Content MarketingConnects to your BrandEngage in meaningful ways (educate vs. promote)Helps Get Their Job DonePain drives the purchaseRight Formats & ChannelsGo where they areUses Their WordsDrives SEO Strategy

How to Build Content that Connects

Sandy Hawke | sandybeachSF@gmail.com | 510-501-4107

Remember. Youre not selling your product. Youre solving their problem.Stop selling, start helping.Sandy Hawke | sandybeachSF@gmail.com | 510-501-4107

In addition to figuring out how to rise above the noise, we also have to help our buyer get ovr 3

CONTENT MARKETING PROCESSITS A CYCLE

KNOW YOUR BUYER01DEVELOP USER PERSONAS02CREATE CONTENT03DISTRIBUTE & MEASURE04Surveys, Market Analysis, Customer Interviews, Internal InterviewsSegment the Market, Identify key roles, Document pains, context, etc.Based on Messaging Map (Context, Person, Pain, Preferred Content, etc.)Use Multiple Channels, Measure Performance, and Adjust. Repeat.

Sandy Hawke | sandybeachSF@gmail.com | 510-501-4107

Content Attracts VisitorsThe right buyer (prospect) comes to your website Content Accelerates SalesSuccessful content will accelerate the sales cycle so once direct contact is made, the conversations are much more interesting, and the opportunity more qualified.Content Needs CollaborationThe best content cant be made in a vacuum. Constant feedback between sales and marketing is essential.Content Attracts ConversionThe goal is to convert from visitor to contact, good content can do that.Content Nurtures CustomersAs they get answers to questions quickly, customers are engaged.Content CalendarScheduling content on an editorial calendar keeps everyone in the loop, and establishes cohesion and consistency.THE IDEAL CONTENT LIFECYCLE

Sandy Hawke | sandybeachSF@gmail.com | 510-501-4107

Create and activate. You cant have one without the other.Stop selling, start helping.Sandy Hawke | sandybeachSF@gmail.com | 510-501-4107

In addition to figuring out how to rise above the noise, we also have to help our buyer get ovr 6

Source: Forrester Research, Ryan Skinner, April 2015 Sandy Hawke | sandybeachSF@gmail.com | 510-501-4107Four Big Valuable Content Plays:How I Can Help You Deliver

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Source: Forrester Research, Ryan Skinner, April 2015. Free Tools, Sample Code, APIs (GitHub)ROI Tools(website)Sandy Hawke | sandybeachSF@gmail.com | 510-501-4107Four Big Valuable Content Plays:How I Can Help You Deliver

Goal is to be entertaining while at the same time be educational edutainment or enter-training

http://codecondo.com/programming-communities/https://www.reddit.com/r/devops/https://www.reddit.com/r/devops/wiki/indexhttp://www.jedi.be/blog/2010/02/12/what-is-this-devops-thing-anyway/8

Source: Forrester Research, Ryan Skinner, April 2015.How to Webinars/eBooksTraining GuidesEducational blogs, infographics, surveysSandy Hawke | sandybeachSF@gmail.com | 510-501-4107Four Big Valuable Content Plays:How I Can Help You DeliverFree Tools, Sample Code, APIs (GitHub)ROI Tools(website)

Goal is to be entertaining while at the same time be educational edutainment or enter-training

http://codecondo.com/programming-communities/https://www.reddit.com/r/devops/https://www.reddit.com/r/devops/wiki/indexhttp://www.jedi.be/blog/2010/02/12/what-is-this-devops-thing-anyway/9

Source: Forrester Research, Ryan Skinner, April 2015. Product Demos & TrialsUser GroupsTestimonial videosHow to Webinars/eBooksTraining GuidesEducational blogs, infographics, surveysSandy Hawke | sandybeachSF@gmail.com | 510-501-4107Four Big Valuable Content Plays:How I Can Help You DeliverFree Tools, Sample Code, APIs (GitHub)ROI Tools(website)

Goal is to be entertaining while at the same time be educational edutainment or enter-training

http://codecondo.com/programming-communities/https://www.reddit.com/r/devops/https://www.reddit.com/r/devops/wiki/indexhttp://www.jedi.be/blog/2010/02/12/what-is-this-devops-thing-anyway/10

Source: Forrester Research, Ryan Skinner, April 2015.Product Demos & TrialsUser GroupsTestimonial videosHow to Webinars/eBooksTraining GuidesEducational blogs, infographics, surveys*Need to go where buyer already is.

User-Generatedcontent** (curated & shared by us)

Sandy Hawke | sandybeachSF@gmail.com | 510-501-4107LinkedIn Groups*Twitter (tweet chats)YouTubeFour Big Valuable Content Plays:How I Can Help You DeliverFree Tools, Sample Code, APIs (GitHub)ROI Tools(website)

Goal is to be entertaining while at the same time be educational edutainment or enter-training

http://codecondo.com/programming-communities/https://www.reddit.com/r/devops/https://www.reddit.com/r/devops/wiki/indexhttp://www.jedi.be/blog/2010/02/12/what-is-this-devops-thing-anyway/11

Know your buyer. What they think, need, and how to best connect with them.Stop selling, start helping.Sandy Hawke | sandybeachSF@gmail.com | 510-501-4107

In addition to figuring out how to rise above the noise, we also have to help our buyer get ovr 12

*SAMPLE* User Persona Content Needs What Content & WhenUser PersonaAwareness (need, research, prioritize criteria)Consideration (research, compare, and justify)Decision (select, purchase)Collaboration(evangelize)Don, IT Ops(technical buyer)Community or industry analyst reco, webinar, video, how to blog, article, best practices e-booksProduct review, FAQs, white papers, demo, webinar, ROI analysis, sample code, APIsPOC, Evaluators Guide, ChecklistsTraining content (give or receive), use cases (to inspire upsell), KB articlesJoe, VP of IT(business buyer)Business press coverage, industry analyst reco, peer survey resultsProduct review, ROI analysis, customer references, case studiesPOCROI case studies, testimonials (producer vs. consumer)Brian, Guru(industry analyst)Community recommendation or inquiry, blog, articleProduct review, demo, customer references, case studiesN/A recommend, not buy is goalGuest blogsSteve, Sys Admin(community manager)Community recommendation, blog, articleProduct review, FAQs, white papers, demo, webinar, ROI analysis, sample code, APIsN/A, recommend, not buy is goalGuest blogs

Sandy Hawke | sandybeachSF@gmail.com | 510-501-4107

Awareness identify need, research, and prioritize criteriaConsideration research, compare, and justifyDecision select, purchaseCollaboration - evangelize

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*SAMPLE* User Persona Context Analysis Pain & Solution MessagingUser PersonaCurrent PainHow they experience that pain (specific examples)How they View a Solution to that PainWhat they need to believe and experience in our solutionDon, IT Ops / DevOps (technical buyer)Too many workloads to manage, takes too long to keep trackCustomer examples?What are DevOps teams doing now?Don needs to believe that now is the time to implement centralized mgmt.Joe, VP of IT(business buyer)Disorganized and uncertain audit process; lack of compliance visibilityCustomer examples?Brian, Guru(industry analyst)N/ASteve, Sys Admin (community manager)N/A

Sandy Hawke | sandybeachSF@gmail.com | 510-501-4107This is the analysis I do to develop content that converts

what their current pain is, how they experience that pain, how they view a solution to that pain, and how we can get them there.

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TESTIMONIALSWhat my clients are saying

Sandy knows what a sales organization needs to be successful. And she consistently delivers that.

Sandy turns the complex into the compelling.

Sandy is one of the top 1% of professionals I have encountered. A dynamic speaker, a true thought leader and a stellar marketer. Sandy Hawke | sandybeachSF@gmail.com | 510-501-4107

WAYS I CAN HELP YOUR TEAM

Content DevelopmentCreate compelling content that can be repurposed across channels social, web, email, and more

Short-Term Staff AugmentationSave money by jump starting results - hire senior marketing professional on short-term basisSales EnablementDevelop and deliver sales pitch training, sales tools, and other ways to accelerate the sales cycleConsulting and GuidanceProvide expertise on marketing strategy, market segmentation, messaging and positioning

Sandy Hawke | sandybeachSF@gmail.com | 510-501-4107

PRODUCT MARKETING SERVICE SCENARIOSNEW PRODUCT LAUNCH Our small product team needs assistance with our upcoming release.NEW WEBSITE, UPCOMING CONFERENCE HELP! We need to write a lot of content in a short period of time.PRODUCT REVIEWS / ANALYST BRIEFINGS An Updated pitch from a fresh voice will give us an edge.UNFILLED PMM DIRECTOR POSITION We CAN KEEP THE SHIP MOVING WHILE WE SEARCH FOR THE PERFECT PERSON.

Sandy Hawke | sandybeachSF@gmail.com | 510-501-4107

DELIVERABLE SAMPLES WEBCASTS

VIDEOS

WEB COPY (E-BOOKS, BLOGS)

WHITE PAPERS

Sandy Hawke | sandybeachSF@gmail.com | 510-501-4107

https://www.youtube.com/watch?v=kzvrEPFy6sMhttps://vimeo.com/60399350https://www.alienvault.com/resource-center/webcasts/pci-dss-v3-how-to-adapt-your-compliance-strategyhttps://www.brighttalk.com/webcast/8887/64873https://www.alienvault.com/resource-center/ebook/insider-guide-to-incident-responsehttp://www.ten-inc.com/presentations/Tanium-Emerging-Threat-Defense.pdfhttps://www.alienvault.com/resource-center/webcasts/pci-dss-v3-how-to-adapt-your-compliance-strategyhttps://www.alienvault.com/resource-center/ebook/how-to-build-a-security-operations-