Dgr sps16-c4 d-finaldeck

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IgnitetheSparkinBuyerRelationships:Best-in-ClassTacticsforAddingContexttoYourContentMessaging

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#SPS16DemandGenReport:@DG_ReportKlaudia Tirico:@klaudiatirico

Content4Demand:@Content4DemandDanaHarder:@DanaHarder

AliciaEsposito:@AliciaFiorletta

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FeaturedSpeakers

AliciaEspositoContentStrategist

Content4Demand

@AliciaFiorletta

DanaHarderVPofStrategy

Content4Demand

@DanaHarder

MODERATOR:Klaudia TiricoFeaturesEditorDemandGenReport

CONTENT4DEMAND 8

TheProblemwithBuyerRelationshipsToday

• “Toomanyfish”syndrome

• Me-toocontentofferings

• One-sizefitsallmessaging

83%ofbuyersagree:“Ifindmyselfoverwhelmedbytheamountofcontentavailable.”

CONTENT4DEMAND 9

ContentBurnoutisReal.Marketersneedtofindanewwaytogetpersonal!

Likesomeoneimmersedinthemoderndatingpool,yourbuyersaregettingjaded.

CONTENT4DEMAND 10

YouMustTrulyConnect…withContext

Gofromthis… Tothis…

CONTENT4DEMAND 11

OurAgenda:HowtoGetContextualandIgnitethatSpark!

1. Gettoknowyourbuyers(browsingthedatingprofile)

2. Thebuyer-focusedmessagingequation

3. Aligningmessagingfordifferentstagesofthebuyer’sjourney

4. Creatingconversationalcontent

5. Gatherinsightandintelligenceonhowyou’reresonating

CONTENT4DEMAND 12

BrowseTheirDatingProfile(akagettoknowyourbuyers)

CONTENT4DEMAND 13

AudienceInsightsAreKeytoCreatingContextualContent

• Doyouhavepersonas?Doyouneedthem?(YES!)

• High-levelprofilesorin-depthsummarieshelpyouunderstandwhatmakesyouraudiencetick

• Aretheyafitforyourbusiness?• Whataretheirbehaviors,struggles,hobbies,desires?• Wherecanyouaddvaluetotheirlives?

CONTENT4DEMAND 14

PersonaPerspective:High-Levelvs.In-DepthWhenitcomestopersonainsights,everylittlebithelps!

CONTENT4DEMAND 15

DitchtheLamePickupLines(akabuildyourbuyer-focusedmessaging)

CONTENT4DEMAND 16

Buyer-FocusedMessaging:TheMissingLinkinContentCreationandActivation• Convergenceofbuyerinsights,demandtypeandvalueproposition

• Messagingelementsaretailoredtoeachstageofthebuyer’sjourney

• Messagingelementsareappliedtodevelopcontentandcampaignthemes

Awkwarrrrd.

CONTENT4DEMAND 17

BuildingYourMessaging

CONTENT4DEMAND 18

ApplyingBuyer-FocusedMessagingAcrossYourBusiness• Contentandcampaigndesignfor onboarding,nurturing,warmingandcompetitordisplacement

• Informingandempoweringyourbuyers,users,employees,partnersandsalesreps

• Thoughtleadershipdeliveredviablogs,commentary,articlesandinfluencers

CONTENT4DEMAND 19

BuildTrust&EnrichtheRelationship(akacustomizecontentexperiencesforyourbuyers)

CONTENT4DEMAND 20

Thebuyer’sjourneyisarelationship…itneedstobenurtured!

CONTENT4DEMAND 21

Thebuyer’sjourneyisa

relationship…itneedstobecustomized!

• ABMApproachandPersonalizedContent

• Re-VersioningContent

• CustomizedContentDistributionChannels

CONTENT4DEMAND 22

AFrameworkforABM…

HighlyPersonalized,CustomCopy,Logos

Personalized,AccountLogos&CallOuts

CustomizebyIndustryorCompanySize

CONTENT4DEMAND 23

Thebuyer’sJourne isa


Net-NewContentCreation

CONTENT4DEMAND 24

Thebuyer’sJourne isa


Reversioned &PersonalizedContent

CONTENT4DEMAND 25

RelevantStatistics&Callouts

OriginalVersion CustomizedCallout

CONTENT4DEMAND 26

ContentHubs&Microsites

SeasonalToolkitforSMBs Industry-SpecificResourceHubs

CONTENT4DEMAND 27

Retargeting&MoreIntimateChannels

CONTENT4DEMAND 28

KeepPuttingYourselfOutThere(akaScaleYourStrategy)• Focusoncreatingevergreencontentthatcaneasilybetailoredtospecificbuyers/industries

• Designcontentwithmodularizationandreversioning inmind

• Lookforpartnersyoucanoutsourcecontentcreationto

• Prioritizeturnkeyopportunities(sponsoredcontent)

CONTENT4DEMAND 29

DoYouHaveaFutureTogether?(akatrackengagementandmeasureresults)

CONTENT4DEMAND 30

UseMetricstoGaugeBuyerRelationships

• EmailClicks

• FormFills

• Downloads

• TimeSpentonAsset

• EmbeddedContentViews&Clicks

CONTENT4DEMAND 31

LeaveYourProspectsWantingMore…

EmbeddedCTAsWithinBlogPostsRecommendedContentLinks

CONTENT4DEMAND 32

Sales:TheUltimateWingMan

Sales“CheatSheets”ContentSummariesInternalCampaignMicrosites

RecommendedResourcesConversationGuides

CONTENT4DEMAND 33

GettoHappilyEverAfter…(KeyTakeaways)!

• Personas areamust!

• Getpersonalwithyourmessagingandcontent

• TakerealactionstowardanABM approach

• Andofcourse,measurementistheicingontheweddingcake

CONTENT4DEMAND 34

Questions?


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HowAreWeDoing?

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Q&A/Speakers


Content4Demand

@AliciaFiorletta


Content4Demand

@DanaHarder

MODERATOR:Klaudia TiricoFeaturesEditorDemandGenReport

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Dgr sps16-c4 d-finaldeck