babcock & jenkins: cmi 2012 orange awards entry

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− Audience Insights− Audit & Analysis− Planning &

Development− Analytics− Sharing the Love

Orange Crush!

A Quick Tour of the BNJ Content Practice for the

CMI 2012 Orange Awards

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“Content is the true fuel for the

conversion engine.”

— SiriusDecisions

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Audience Insights

Buyer Persona Buyer’s Journey

− Relevant to who they are and what they care about

− Answers the questions they have at each stage/step

− Delivers content when, where and how they want it

− Incorporates messaging in contextually relevant way

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Buyer Profile

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© 2012 BNJ Research | All rights reserved

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Buyer's Journey

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Audit & Analysis

What Do We Have? What Do We Need?

• Review content for quality, relevance, value and usability• Map content by persona, buyer's journey stage and

campaign touch• Identify gaps and opportunities to improve or re-imagine

content

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The Audit: Reviewing the Assets

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Relevance

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Value

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Quality

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What's Working?

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What Could Work Better?

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Mapping: The Contact Strategy

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What's Missing?

− Business impact tools: How much will it cost? How much can I save?

− Deployment guides: How hard will this be? Who will help me?

− Validation: Why should I trust you? What do your customers say?

− Variety of formats and lengths: What if I don't have time to read a 20-page whitepaper? What if I'm on my mobile?

Fresh Content to Fill the Gaps

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Content Planning & Development

A Framework for Fresh Content

− Best practices

− Product demos

− Webcasts− Case studies− ROI/TCO

tools

− Original research

− Analyst reports & rankings

− Personalized data and resources

Thrillers Fillers Spillers

− Infographics− Blog posts− Videos− Photos− Quizzes

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Thrillers

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Thrillers

Personal website

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Thrillers

Customized network diagram

Personal website

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Thrillers

Thrilling results: 9:1 ROI46% of targeted accounts

converted to sales or pipelineClient won B2B Marketer of the

Year

Personal website

Customized network diagram

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Fillers

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Quick Guide

Whitepaper

Custom Case Builder

Implementation Timeline Tool

Fillers

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Spillers

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Spillers

Infographic

Animated Whiteboard

Interactive Quiz

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Analytics: Measuring the Impact

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Impact of an Infographic

Featured on ReadWriteWeb and Alltop. Republished on dozens of other sites.

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Impact of an Infographic

− More than 1,000 total shares− Significant increase in traffic to site (and most

of the traffic was on other sites!)− Big increases in traffic from social sites, with

the infographic representing the vast majority of Facebook, LinkedIn and Twitter

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BNJ Content Engagement Index

© 2012 BNJ Research | All rights reserved

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Sharing the Love

Client Workshops & Industry Contributions

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Content Workshops:

Teaching Our Clients to Fish

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Healthy appreciation for the

role of content in the Buyer's Journey

Goal: Content Intelligence

Buyer-centric method for

evaluation and planning of content

Understanding of content best practices as they relate to the technology sale

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VP Strategy Lauren Goldstein

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VP Strategy Lauren Goldstein

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Sr. Media Director Eric Wittlake

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Sr. Media Director Eric Wittlake

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Sr. Media Director Eric Wittlake

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Content & Social Media Strategist Carmen Hill

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Content & Social Media Strategist Carmen Hill

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Content & Social Media Strategist Carmen Hill

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Clients

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Cheers!

© 2012 Babcock & Jenkins | All rights reserved