pubcon austin map your content to your sales funnel
TRANSCRIPT
@ArnieK #Leadscon@ArnieK #Pubcon
Arnie Kuenn, CEO, Vertical Measures
How to Map Your Content
to Your Sales Funnel
@ArnieK #Pubcon
About Your Presenter...
● Vertical Measures is a 50 person PPC, SEO
& content marketing agency in Phoenix, AZ
● Taught more than 4,000 people in our workshops
● Co-authored: Content Marketing Works
● Sample of our 40+ clients:
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● Content marketing is the art of providing relevant, useful contentto your customers without selling or interrupting them.
● Instead of pitching your products or services, you are delivering information that makes your customers more informed before they buy.
What is Content Marketing?
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93% of all consumers
use search prior to
making a purchase
93%
86% of searchers
conduct non-branded
queries
86%
90%+ of buyers click on
organic links vs. the
sponsored ads
90%86%
How Important is Search?
Source: GroupM
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Buyers are searching for
information that helps them
make an informed decision.
Businesses that provide
that information - will win.
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“Today’s buyers control their journey through the buying cycle much more than today’s vendors control the selling cycle …
…marketers must take responsibility for engaging with the customer through more of the buying journey.”
- Lori Wizdo, VP, Principal Analyst at Forrester Research
Who Controls the Sales Cycle?
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● Your audience can be a number of different groups
– depending on your industry & your site offerings
o Current/potential customers? People
spending money on your product or service
now or in the future?
o Location? Are you a location based business
and how might that impact your audience?
o Seasonal? Is your business seasonal with a
changing audience?
Who is Your Audience?
Know Your Target Audience
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Demographics
1. What is the person’s age?
2. What is the person’s level of education?
3. Does this person require a specific skill set, degree,
certification, or other continuing education?
4. What is their title and where do they stand on the
organizational chart?
• Do they report to someone or are they responsible
for a team?
• How are they measured?
• Are they capable of making purchase decisions or
do they require additional input?
Develop Personas
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Behavior
1. What are this person’s most important daily
responsibilities?
2. What is their routine when they get to the office?
3. What daily obstacles make this person’s work life
more difficult?
4. What would make life easier?
5. What does the person read on a daily basis?
6. Where do they get the information that helps
them do their jobs much better?
More On Personas
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Behavior and Research Needs
Awareness Stage
Consideration Stage
Decison Stage
Mission:Users are seeking educational, third
party, vendor neutral content.
Mission:Users are committing to
solving their clearly defined problems, more focused on solutions &
comparisons
Mission:Users are seeking
validation in determining their short list and selecting a vendor
• Sympton research to decide is a problem exists
• Establish Requirements
• Identify business or personal problem
• Explore all avenues and types of options across industries
• Research Solutions
• Determine Solution Strategy
• Research Products
• Research Products/ Vendors
• Assess ROI
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Most Relevant Content Types
Awareness Stage
Consideration Stage
Decison Stage
Editorial Content/Blogs
eBooks/eGuides
White Papers
Social Media
Podcasts/Video
Webinars
Solution Comparisons/ White Papers
Expert eGuides
Analyst Reports
Video (How to)
Product Comparisons
Case Studies
Trials
Product Literature
Manuals/Product Guides
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Words Do Matter
Awareness Stage
Consideration Stage
Decison Stage
Issues/Opportunity
Type TermsSolution Type Terms
Comparison/Review
Terms
Troubleshoot
Issues
Resolve
Risks
Upgrade
Improve
Optimize
Prevent
Solution
Provider
Service
Supplier
Tool
Device
Software
Appliance
Compare or Comparison
Versus or Vs.
Best or Top
Cost or Price
Pros and Cons
Benchmarks
Review
Test
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Sample Content Matrix
Awareness Stage
Consideration Stage
Decison Stage
Buyer
Persona 1
Buyer
Persona 2
Content Offers
we Have:
Content Offers
we Need:
Content Offers
we Have:
Content Offers
we Need:
5 Offers 3 Offers 0 Offers
1 Offer 1 Offer 1 Offer
Good for now Good for now Build out offers
Build out offers
Repurpose from
#1?
Build out offers
Repurpose from
#1?
Good for now
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Sample Ideation Template
Awareness Stage
Consideration Stage
Decison Stage
Buyer With Problem Solving Problem Buyer Decision
I need to improve _____
I need to prevent _____
I need to start _____
I need to stop _____
I need to optimize _____
I need to solve _____
Why?_____
How?_____
When?_____
What app can _____
What tools can _____
What solutions ____
____ industry services
____ alternatives
What fixes for _____
Why?_____
How?_____
When?_____
Need prices for ____
Need specs for ____
Need proof that ____
Need assurances that
____
____ vendors
____ providers
Best ____
Top ____
Who offers ____
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Separate Personas and Intent
Persona: Bargin Ben
Search Intent: Cheap and In Stock
Buyer’s Journey Phase: Decision
“Store Name Widget”
“where to Buy cheapest Widget”
“Best Widget Prices in 90210”
Persona: Techie Tina
Search Intent: Implimentaion
Buyer’s Journey Phase: Awareness
“Store Name Widget”
“where to Buy cheapest Widget”
“Best Widget Prices in 90210”
Persona: Techie Taylot
Search Intent: Problem Solving
Buyer’s Journey Phase: Awareness
“Store Name Widget”
“where to Buy cheapest Widget”
“Best Widget Prices in 90210”
Persona: Decisive Dee
Search Intent: Reviews
Buyer’s Journey Phase: Decision
“Store Name Widget”
“where to Buy cheapest Widget”
“Best Widget Prices in 90210”
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1. Cost
2. Problems
3. VS.
4. Reviews
5. Best
Marcus Sheridan
Types of Content that Really Work
@ArnieK #PubconVertical Measures’
Hub & Spoke Model
Promotional Email
Staff Promotional Email
Landing Page
Blog Posts
Twitter Post
Linked in Post
Press Release
Facebook Posts
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How to Grow Your Business Without Keywords Video
Watch: VerticalMeasures.com/ideation
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● Don’t ask “What can you write
about?” Ask “What questions do
you get asked every day”
● Do not gamble your success
on creating cute, clever, fun
content. Produce content people
are ACTUALLY searching for!
Every Moment is a Content Opportunity
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Our Training and Resources
HowToConvinceYourBoss.com
On-Site Workshops
Content Coaching