mass tlc summit-mapping-content-strategy-customer-journey-final (002)
Post on 07-Jan-2017
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Mapping Content Strategy to
the Modern Customer Journey
Gary DeAsiSenior Manager, Digital Marketing & Brand@gdaz
Ryan PinkhamContent Marketing Manager@RyanPinkham
33
Marketing Organization
Demand Gen
Creative
Web
Operations
Functionally
“Market Manager” & Product Marketing
X4
Vertically
77
1 Adopting a Stages Model & Key Factors to Consider
Mapping Content Strategy to the Customer Journey
88
Understanding your Customers
SmartBear Confidential and Proprietary
Individual
Job roles, personas
Motivators
Problems, pain points
Terminology & language
Buying triggers
How solve problem before?
Organization
Industry vertical
Company size
Business model, strategy
Technology stack
Org structure
Geo locations
99
Understanding your Business
Product or Service
Value propositions
Key features, capabilities
Differentiators
Complexity of solution
Use cases
Technical specifications
Technology partnerships
Sales
Pricing model
Sales model
Length of sales cycle
$ ASP
Barriers & objections
Complexity of buying decision
Market
Market maturity
Demand type
Market share
Competitive landscape
Positioning
Market trends
SmartBear Confidential and Proprietary
1010
Information
• Search and browsing behavior• Research and nurture needs• Messaging• Barriers to overcome• Questions to answer
INTELLIGENCE
Content
1313
“Hello, brand, do I like you? are you relevant to me? Do I want to hear more from you in the future?”
EngagementBrand Awareness
1515
“What solutions are available? What factors should I consider? What alternatives are there?”
ResearchEvaluate Solutions
1616
“Does this product solve my problem(s) and meet my specific needs & requirements?”
EvaluationAssess satisfaction of needs
1717
“Why should I choose this? How can I get my boss and team members on board?”
JustificationQuantify & justify value, internal buy-in
1818
“How do I get it? How difficult will it be to implement and change current process?”
PurchaseTransaction & Transition Factors
1919
“How do I successfully implement, get training, and start realizing value asap?”
AdoptionOnboarding & implementation
2020
RetentionSatisfaction and Success
“Does SmartBear care about my success? Value adds? Long-term? Why do I love being a SmartBear customer?”
2121
“What additional value can I get from SmartBear? What other problems can you help me solve?”
ExpansionUp-sell, Cross-Sell
2424
2 Content Planning with the Customer Journey in Mind
Mapping Content Strategy to the Customer Journey
2626
MetricsGoals &
ObjectivesContent
AuditContent
Plan
Aligning Content Strategy: Planning Process
TrafficFree tool downloads
Leads GeneratedContent Downloads
QLsTrials
Trial ActivationsOpportunities
Opportunities WonRenewals
Upsell, Cross-sell
%
2929
Content Audit: Identify Content Gaps
SmartBear Confidential and Proprietary
Number assets / stage Types of assets / stage Performance of assets Age of content Location of content Distribution strategy Optimization, enhancement,
and re-purposing Keyword research
3030
MetricsGoals &
ObjectivesContent
AuditContent
Plan
Content Strategy: Planning Process
TrafficLeads Generated
Content DownloadsQLs
TrialsTrial ActivationsOpportunities
Opportunities WonRenewals
Upsell, Cross-sell
%
TopicsFormatsTimelineBudget
Resources
3333
3 Aligning Multi-Channel Content Distribution
Mapping Content Strategy to the Customer Journey
Website
Social
Blog Email
Nurture
Paid
PR
Events
Community
3737
Lead Scoring and Nurturing
SmartBear Confidential and Proprietary
Top Funnel
During Trial
Bottom Funnel
Customer
3838
Stages Metrics
Engagement,Education,Research
Blog traffic Resource traffic Content Downloads QLs (Non-trial score-ups)
Evaluation Product section traffic Trials Trial Activations
Justification,Purchase
Opportunities opened Opportunities closed won
Adoption,Retention,Expansion,Advocacy
Renewals Up-sell, Cross-sell opportunities Influitive members/activity
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