feeding the content beast: real-world ideas for turning product-centric assets into funnel-filling...
TRANSCRIPT
#C2C16
76%ofB2Bbuyersprefer
differentcontentateachstageoftheirresearchprocess
Source:Pardot
ARelentlessAppetite
#C2C16
#C2C16
ARelentlessAppetiteeBooks |Whitepapers|Videos |Webinars |BlogPosts
GuestBlogPosts |OverviewReportsBylineArticles|Infographics|FAQ |SocialPosts
Newsletters| BuyingGuides|DemoVideosSpeakingEngagements |CaseStudies
DataSheets|PricingGuidesTestimonials |ROIcalculators
CustomQuotes|OffersDeepBlogPostsTestimonials
#C2C16
#C2C16
eBooks |Whitepapers |Videos|Webinars |BlogPostsGuestBlogPosts|Overview Reports
Byline Articles|Infographics|FAQ| SocialPosts
Newsletters|BuyingGuides |DemoVideosSpeakingEngagements |CaseStudies
Data Sheets |PricingGuidesTestimonials |ROIcalculators
Cu stomQuo tes| OffersDeep B lo gP o stsTestimon ials
eBooks |Whitepapers |Videos|Webinars |BlogPostsGuestBlogPosts|Overview Reports
Byline Articles|Infographics|FAQ| SocialPosts
Newsletters|BuyingGuides |DemoVideosSpeakingEngagements |CaseStudies
Data Sheets |PricingGuidesTestimonials |ROIcalculators
Cu stomQuo tes| OffersDeep B lo gP o stsTestimon ials
eBooks |Whitepapers |Videos|Webinars |BlogPostsGuestBlogPosts|Overview Reports
Byline Articles|Infographics|FAQ| SocialPosts
Newsletters|BuyingGuides |DemoVideosSpeakingEngagements |CaseStudies
Data Sheets |PricingGuidesTestimonials |ROIcalculators
Cu stomQuo tes| OffersDeep B lo gP o stsTestimon ials
eBooks |Whitepapers |Videos|Webinars |BlogPostsGuestBlogPosts|Overview Reports
Byline Articles|Infographics|FAQ| SocialPosts
Newsletters|BuyingGuides |DemoVideosSpeakingEngagements |CaseStudies
Data Sheets |PricingGuidesTestimonials |ROIcalculators
Cu stomQuo tes| OffersDeep B lo gP o stsTestimon ials
ContentMultiplierEffect…Inevitably,wefallvictimtothe
SOLUTION1 SOLUTION2 SOLUTION3 SOLUTION4
GreatSourceMaterials
#C2C16
Andtheyalwaysprovidepiles of
MarketRequirementsDocsUseCaseDocsStrategicPlansProductRoadmapsProductBriefs
#C2C16
FeedingTheContentBeast
Real-WorldIdeasForTurningProduct-CentricAssetsIntoFunnel-FillingContent
#C2C16
AboutMe
#C2C16
§ 25YearsB2BMarketing§ Escalate,RedPrairie,JDA
§ Today:Aptos§ DirectorofMarketing§ Brand,Content,Digital
§ Target:RetailExecutives
@davethewavesd
#C2C16
TargetAudienceInterests
Netflixbeganmining theirrichdatatounderstand
todrivecontent development decisionsinaddition tocontentmarketingstrategies
#C2C16
Q32011
Q42015
StockPriceGrowth2011-2015
Source:YahooFinance
Clearly,asuccessfultransitionfrom
ContentMarketertoPublisher
PRESENTEDBY
#C2C16
ThreeReal-WorldCaseStudiesHowAptosAppliedtheseLessonsto
Reach,EngageandInfluenceRetailExecutives
#C2C16
HighlyConsumable,Audience-CentricContentUserConferencePresentation
25C-SuiteAttendees(5Xprioryear)
#C2C16
HighlyConsumable,Audience-CentricContentRepurposed intoaWebinar
~300Attendees/On-DemandDownloads
#C2C16
HighlyConsumable,Audience-CentricContentAugmented withCustomResearchCollectedviaWebinarPolling
#C2C16
CompanioneBook
~50Downloads
#C2C16
§ TrustedFormat§ PersonalConnection§ Convenient
NewMedia’sMostEffectiveStorytellingAsset?AudioPodcasting
39Mdownloadmonthly
3X2010downloads
Theuntoldstoriesofthepeopleof retailwhohavemadevulnerablechildrenaround
theworldapriority intheirlives
#C2C16
#C2C16
§ Planning6episodesforfirstseason§ Liberia,Congo,Honduras,SouthAfrica
§ Newepisodeevery6-7weeks§ Supportingprogramsforeachepisode
§ Pressrelease/mediapitches§ Socialmedia§ e-Mailcampaigns§ Paidadvertising§ Callscripts
StorytellingasContentMarketing
#C2C16
NottoGetTooMeta…
Audience-CentricContentIntegrationPlanasContent
PodcastsasContentOriginalProgrammingPublishing =ContentMktg
RoadmapasContent
#C2C16TheContentBeastTheContentedBeast
#C2C16
[email protected]@davethewavesd
#CommerceOfCaring
ThankYou