Developing A Content Architecture: Aligning Content With Buyer Stages And Needs

PRESENTED BY!

#C2C14!

Developing Effective Content Fueled Conversations !

Matt Papertsian, Research Director, Demand Creation Strategies, Sirius Decisions!

Taking a buyer-focused, process-driven approach.

Developing Effective Content Fueled Conversations

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Agenda

• A view of content from a demand perspective

• Driving content effectiveness and leverage

• Steps to develop a more efficient content strategy

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A View On Content From a Demand Generation Perspective

SiriusPerspective: Buyer expectations for content, messaging and offers aligned to their specific needs have never been greater and thereby require a more integrated approach.

Empowered, Online Buyers Accentuate the Need for Content

© 2014 SiriusDecisions. All Rights Reserved 5

Up/Cross Sell Loyalty

Retention Tools

Content Validation

Sales Enablement

Outbound

Email Direct Mail

Mobile Push

Original Recycled

Reconstituted

Nurture Web/

Portal/Microsite Mobile

Ads, SMS, MMS, Apps

Search Engine

Optimization

Search Engine

Marketing

Online Chat

Online Advertising

Directory Listings

Social Media

Blogs

Content Syndication/

Curation

Company Web Sites

R: 0 G: 51 B: 89

R: 128 G: 153 B: 172

R: 204 G: 214 B: 222

R: 122 G: 184 B: 0

R: 189 G: 220 B: 128

R: 228 G: 241 B: 204

R: 0 G: 115 B: 207

R: 128 G: 185 B: 231

R: 204 G: 227 B: 245

R: 99 G: 177 B: 229

R: 177 G: 216 B: 242

R: 204 G: 227 B: 245

R: 97 G: 99 B: 101

R: 176 G: 177 B: 178

R: 223 G: 224 B: 224

R: 224 G: 82 B: 6

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The Current State Of B To B Content

of buyer interactions are digital in nature,

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fuels these conversations, yet

of b to b content is never used to close a deal

SiriusPerspective: Utilize the six actions listed below to increase content leverage, effectively scale your content strategy and to track and measure its effectiveness.

Six critical actions to drive content effectiveness and leverage


1.  Target and offer alignment 2.  Determine when to engage 3.  Discover what buyers are seeking 4.  Align conversations with buyer needs 5.  Scale the content process 6.  Track and measure effectiveness

Determine Which Audience(s) you are Speaking With (Not To)

The SiriusDecisions Content Inventory Framework SiriusPerspective: The most critical element of a content strategy is determining with whom you are speaking.

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Audiences Requirements

Influencers

Buyers

Customers

Sales

Employees

Education Publicize Perspective Analysis

Education Engagement Selection Solution

Initiate Advocate Actualize Participate

Prepare Prove Engage Connect

Attract Enable Inform Develop

Understand When You Are We Engaging With Them

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R: 128 G: 153 B: 172

R: 204 G: 214 B: 222

R: 122 G: 184 B: 0

R: 189 G: 220 B: 128

R: 228 G: 241 B: 204

R: 0 G: 115 B: 207

R: 128 G: 185 B: 231

R: 204 G: 227 B: 245

R: 99 G: 177 B: 229

R: 177 G: 216 B: 242

R: 204 G: 227 B: 245

R: 97 G: 99 B: 101

R: 176 G: 177 B: 178

R: 223 G: 224 B: 224

R: 224 G: 82 B: 6

R: 240 G: 169 B: 131

R: 249 G: 220 B: 205

R: 240 G: 171 B: 0

R: 248 G: 213 B: 128

R: 252 G: 238 B: 204

The SiriusDecisions Buying Cycle Framework

Loosening of the Status Quo

Committing to Change

Exploring Possible Solutions

Committing to a Solution

Justifying the Decision

Making the Selection

1. 2. 3. 4. 5. 6.

Solution Education Selection

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Buying Processes and Demand Type SiriusPerspective: While it’s true buyers are involving sales later in their cycles, they don’t always have the ability to do so.

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New Concept New Paradigm Established Market

•  Disruptive product/service

•  No budgetary line item •  Requires issue creation

•  Retools existing processes

•  Solves current problem better

•  Replaces current line item

•  Necessary offering •  Highly contested

market •  Price, features, service

are ways to compete

Buyer very unfamiliar Buyer very familiar Buyer Control LOW HIGH

Seller Entry EARLIER LATER

Changeability factors: Size of company, geography, industry

Discover What They Are Seeking

Engage in ‘Deal Forensics’ By Leveraging Touch Analysis SiriusPerspective: Most companies are siting on a wealth of data to guide the content process, yet rarely fully leverage it to extract buyer intelligence to drive alignment.

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•  Discover what messaging, content and offers are resonating with specific buyer roles

•  Develop buyer journey maps to sequence content

•  Align tactics, content and formats to buyer preferences

•  Build and/or enhance personas to guide content

•  Create more relevant, integrated, online and offline ‘conversations’

Examine opportunity and deal anatomy

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R: 122 G: 184 B: 0

R: 189 G: 220 B: 128

R: 228 G: 241 B: 204

R: 0 G: 115 B: 207

R: 128 G: 185 B: 231

R: 204 G: 227 B: 245

R: 99 G: 177 B: 229

R: 177 G: 216 B: 242

R: 204 G: 227 B: 245

R: 97 G: 99 B: 101

R: 176 G: 177 B: 178

R: 223 G: 224 B: 224

R: 224 G: 82 B: 6

R: 240 G: 169 B: 131

R: 249 G: 220 B: 205

R: 240 G: 171 B: 0

R: 248 G: 213 B: 128

R: 252 G: 238 B: 204

Engagement Selection Solution

The SiriusDecisions Content Inventory Framework

Audiences Education

Decision Inflection Points What is the nature of this problem?

How are others solving this problem?

How do all the options stack up against each other?

How can I shorten my time to value?

Information Components

Asset Formats

Delivery Channels

Outcomes

Sequencing

Buyers

Persona 1

Persona 2

Persona 3

Persona 4

Persona 5

Architecture and Analysis

Asset Title Format Buying Cycle Stage Delivery Channel

Acme and Me: A Love Story Case Study Education Web site

Acme’s Smarties Tell All White Paper Solution Sales Why Acme is Better than KaBlamo Solutions Article Selection Influencers

Acme in Action! Video - Demo Engagement Web site Acme Scores “Only Slightly Sucky” on Snooty Analyst Report Analyst Report Education Social Acme’s Widget Brochure Selection Sales

Audience: Buyers

Sub-Category: Healthcare CMO, North America

Process Stage: Education

Knowledge Requirement: How are other companies solving XYZ problem?

Asset Title Key

Knowledge Component

Asset Format

Delivery Mechanism Objective Campaign

Theme Offering Publish Date Source

SiriusPerspective: Conduct a qualitative evaluation and alignment exercise of content against framework

Align content conversations from the buyer’s perspective.

SiriusPerspective: Two lessons we can learn from librarians. Like, real ones.

Beyond Shushing: Big Librarian Ideas

Controlled Vocabularies

Form vs. Aboutness

Scaling The Content Process: The Three Phases Of Content Leverage

SiriusPerspective: Most companies are siting on a treasure trove of content, yet due to a lack of buyer insight, content is not being leveraged effectively.

Phase One: Reuse Content


Content Asset

Intended Audience Reach New

Audiences Original Content

Reused Content + =

SiriusPerspective: By deconstructing existing assets into their component parts, new assets may be created from existing ones to increase content leverage.

Phase Two: Repurpose Content


Content Asset

Intended Audience

Deconstruct Content To Build New Formats/Assets

Extend Your Reach And Content Leverage

SiriusPerspective: Modular content starts small with each asset audience-tested and designed for multiple purposes to enable content leverage.

Phase Three: Modular Content – A Different Approach


Begin with the building blocks of

short-form content

Use successful short-form content assets

and combine them to build new assets

Continue to test and develop new assets from the building blocks

Continually track buyer interactions to enable the development of

new assets

LEVERAGE

Tracking and Measuring Content Effectiveness

SiriusPerspective: The first step toward content measurement is defining the objectives of each content asset in order to measure how well the content achieves its objectives.

Measuring Content Effectiveness


R: 0 G: 51 B: 89

R: 128 G: 153 B: 172

R: 204 G: 214 B: 222

R: 122 G: 184 B: 0

R: 189 G: 220 B: 128

R: 228 G: 241 B: 204

R: 0 G: 115 B: 207

R: 128 G: 185 B: 231

R: 204 G: 227 B: 245

R: 99 G: 177 B: 229

R: 177 G: 216 B: 242

R: 204 G: 227 B: 245

R: 97 G: 99 B: 101

R: 176 G: 177 B: 178

R: 223 G: 224 B: 224

R: 224 G: 82 B: 6

R: 240 G: 169 B: 131

R: 249 G: 220 B: 205

R: 240 G: 171 B: 0

R: 248 G: 213 B: 128

R: 252 G: 238 B: 204

Getting Started

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•  Conduct touch analysis to augment buyer personas to guide your content strategy

•  Leverage the SiriusDecisions Content Framework to guide the process of content creation and alignment

•  Utilize modular content to more effectively align with buyers and to leverage and scale efforts

•  Encourage continual testing, targeting to enhance buyer insight

•  Assign specific goals to each content piece to enable effective measurement