noz urbina @ pomp forum 2016
TRANSCRIPT
Effective tactics for content marketing
…across the entire customer lifecycle
Unify your content flows
@nozurbinaNoz Urbina, Urbina ConsultingContent strategist & modellerConsultant/trainerAuthorGuest Lecturer (Graz University)
urbinaconsulting.com/events
89 3929 31 x8824g
UC.com 2015
@nozurbinaObligatory logo slide
10 points to help you decide if you’re a match with Urbina Consulting: urbinaconsulting.com/about-you
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verti
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@nozurbinaA series of tactical tips…
Rethink the funnel
Q&A(?)(time permitting)
Rethink the task
Rethink the deliverables
RETHINK THE TASK
5 - Urbinaconsulting.com @nozurbina
Trend identified in “New York Times Innovations Report” bit.ly/1pQbLDz
Today’s users don’t want to browse or search for answers. The new paradigm
is: “If something is important, it will find
me”
https://www.flickr.com/photos/isherwoodchris/3096255994
Life after search
@nozurbinaLife after ads
“Overt selling has given way to problem solving. Sweeping statements have given way to conversation-like messages.”— Robert Rose, Co-founder, Content Marketing Institute“Content Marketing Content Strategy”, Intercom Magazine, May 2013
Image: Moyan Brenn
@nozurbinaContent karma
The more real value you give to consumers, the more that will come back your way. — Me “How to Adjust Your Content Strategy for Adaptive Content Personalization” bit.ly/ac-how2
Image: Moyan Brenn
@nozurbinaContent karma
“Is it working?” implies you know the answer to another question: “What is it for?”…The right answer is, “My content is for [insert your audience’s goals].”— Jay Acunzo, VP of platform, NextView Ventureshttp://contentmarketinginstitute.com/2016/07/content-marketing-working
Image: Moyan Brenn
@nozurbinaTips to take away….Customers feel
good content will
find them
It’s not about us,
it’s about them
It’s worthlessif it’s not special & adding value
RETHINK THE FUNNEL
@nozurbinaLinear customer lifecycle
www.garymagnone.com/blog/content-marketing-digital-touchpoints/v
Lifecycle
Journey
A customer lifecycle has many journeys….
Journey Journey Journey
Mom
ent
Mom
ent
Mom
ent
Mom
ent
A customer journey has many moments….
Mom
ent
Mom
ent
Mom
ent
Mom
ent
Mom
ent
Mom
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Lifecycle = Brand perspective
Journeys = User
perspective
Anonymous Contact Lead Customer Advocate
General researching
Supplier evaluation Negotiation Signing
Jour
ney
Life
cycl
eGetting a mortgage
@nozurbina
Omnichannel journey mapping
Inventory, Audit, Analysis
Initial user research / persona
development
Brand strategy & commercial
goals
Initial task matrix, Insights, Analytics
Unify
Measurement & optimization
Delivery
Create
Editorial plan, Content
modelling, Writing
guidelines
Taxonomy & information architecture
Development specifications
UX Pattern Libraries
Persona researchers should ideally know
what they’re feeding into
Continuous improvement
Design
@nozurbinaRight content, right time
Assets work best when optimised by context as
well as audience segment
@nozurbinaNot right format, right time
Not a journey!
http://www.blastam.com/customer-journey
@nozurbinaLine up calls to actionAcross deliverables & time: The “red thread”
Content marketing
Marketing content
Deep (tech) documentation
Search/Social layer
e.g. Enterprise
SW
@nozurbinaTips to take away….Flesh out your lifecycles with
customer-centric journeys & personas
Work with your colleagues, not in a silo
Go beyond hits & the sale
RETHINK DELIVERABLES FOR OMNICHANNEL REUSE
@nozurbina
Trend identified in “2016 B2B CM Trends, CMI”
bit.ly/cmi-b2breport16
23
@nozurbinaFixing the contentWW
W.
Break up content into format-free
components
@nozurbinaComponents / “Atomisation”Overall set of assets
New Scenario
New Audience
NewPlatform
@nozurbinaWriting for component reuseTopic Overview
Case Study Leaflet
Whitepaper
>
>
Title, Short description
Video
Title, Image,Short
description
Video
YouTube,FB, Vimeo (with subtitles)
Blog 1
>
Blog 2,3…
>
See also: “Atomisation”
28% sales increase for Radix Communicationsbit.ly/cmi-atomize
@nozurbina
Pharma component reuse
Multi-page Medical Letters
& Manual rewrites into
FAQs
Quick answers (a few lines)Overview (FAQ, a few paras)Medical Letters (learning)In any format…
@nozurbinaTips to take away….Content is the
strategic business asset,
not the deliverables
Plan evergreen & topical together
Build editorial structures with
reusable components
@nozurbinaWhat you should do nowDo
omnichannel readiness
review (people, process, platform,
positioning)
Consider the metrics & KPIs
Build detailed, multi-context
journeys/stories
Audit the current state
Componentize deliverables into content
assets
Implement Minimum
Viable Prototype
