developing a content architecture: aligning content with buyer stages and needs
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PRESENTED BY!
#C2C14!
Developing Effective Content Fueled Conversations !
Matt Papertsian, Research Director, Demand Creation Strategies, Sirius Decisions!
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Taking a buyer-focused, process-driven approach.
Developing Effective Content Fueled Conversations
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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
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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
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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
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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
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
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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
© 2014 SiriusDecisions. All Rights Reserved 7
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
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Determine Which Audience(s) you are Speaking With (Not To)
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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
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Understand When You Are We Engaging With Them
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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
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
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Discover What They Are Seeking
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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: 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
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
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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
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Align content conversations from the buyer’s perspective.
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SiriusPerspective: Two lessons we can learn from librarians. Like, real ones.
Beyond Shushing: Big Librarian Ideas
Controlled Vocabularies
Form vs. Aboutness
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Scaling The Content Process: The Three Phases Of Content Leverage
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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
© 2014 SiriusDecisions. All Rights Reserved 20
Content Asset
Intended Audience Reach New
Audiences Original Content
Reused Content + =
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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
© 2014 SiriusDecisions. All Rights Reserved 21
Content Asset
Intended Audience
Deconstruct Content To Build New Formats/Assets
Extend Your Reach And Content Leverage
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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
© 2014 SiriusDecisions. All Rights Reserved 22
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
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Tracking and Measuring Content Effectiveness
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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
© 2014 SiriusDecisions. All Rights Reserved 24
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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