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#Concept2Close	

From	
  White	
  Board	
  
To	
  Conversion	
  
Well-Planned Content is Now the Critical
Path to Successful Marketing
#Concept2Close
#Concept2Close	

Type	
  ques7on	
  here	
  
Welcome	
  Webinar	
  A<endees	
  
#Concept2Close	

Follow	
  This	
  Webinar	
  On	
  Twi<er	
  
#Concept2Close
#Concept2Close	

Today’s	
  Panelists	
  
Dave	
  Bruno	
  
Director,	
  Product	
  Marke0ng	
  
JDA	
  So6ware	

Andrew	
  Gaffney	
  
Editor	
  and	
  Publisher	
  
Content4Demand	
  
#Concept2Close	

Agenda	
  
•  Content	
  Crea0on	
  Challenges	
  
•  Campaign	
  Fuel	
  Stops	
  
•  Growing	
  Role	
  of	
  Idea0on	
  
•  Planning	
  Before	
  Publishing	
  
•  Mapping	
  Content	
  to	
  Personas	
  
•  Case	
  Study	
  
#Concept2Close	

Top	
  Challenges	
  In	
  Crea7ng	
  Content	
  
#Concept2Close	

Of	
  “best-­‐in-­‐class”	
  marketers	
  
said	
  producing	
  enough	
  content	
  
to	
  feed	
  their	
  campaigns	
  is	
  a	
  
major	
  challenge.	
  
Source:	
  BtoB	
  Magazine	
  
#Concept2Close	

Idea7on	
  Process	
  
#Concept2Close	

From	
  Concept	
  to	
  Campaign	
  
#Concept2Close	

Driving	
  Mul7	
  Touch,	
  Mul7	
  Format	
  
E-book	

 Infographic	

Webinar	

Video White Paper
#Concept2Close	

Planning	
  Before	
  
Publishing	
  
The Most Important Element of a
Successful Content Program
#Concept2Close	

Content	
  Marke7ng…	
  
circa	
  2010	
  
#Concept2Close	

Nice!	
  
Product	
  Management	
  just	
  
created	
  this	
  new	
  eBook!	
  
Hmmm…	
  
I	
  wonder	
  where	
  I	
  should	
  
publish	
  it?	
  
#Concept2Close	

Content	
  Marke7ng…circa	
  2012	
  
Create	
  and	
  Publish	
  
Content	
  to	
  Fulfill	
  the	
  
Needs	
  of	
  an	
  Integrated	
  
Campaign	
  Plan	
  
#Concept2Close	

Step	
  1:	
  Define	
  the	
  Campaign	
  
What are the objectives
for the campaign (e.g.
how will it be measured)?
Which target markets
will the campaign attempt
to influence?
#Concept2Close	

Step	
  2:	
  Describe	
  the	
  Target	
  Personas	
  
Specifically identify
the different
personas that
influence the
purchase decision
that this campaign
will target
Thoroughly investigate and
document the objectives and
pains that will motivate each
target’s investment in your
product or service
Dig a little deeper
to identify themes
that are top of
mind with each
persona to help
inform both
content and
promotions
Warning:	
  	
  
This	
  is	
  the	
  hard	
  part!	
  
Without	
  comple0ng	
  this	
  part	
  
of	
  the	
  process,	
  it	
  was	
  like	
  
marke0ng	
  in	
  the	
  dark…	
  
#Concept2Close	

Step	
  3:	
  Map	
  Content	
  to	
  Personas	
  
Map specific content assets to
each persona’s questions
(both existing assets and
those that need to be created)
Identify the types
of content that will
help answer each
persona’s
questions during
every phase of
the buying cycle
For assets that need to be
created, assign owners and
due dates to ensure your
campaign will have the
content required to answer
each persona’s questions
#Concept2Close	

Step	
  4:	
  Plan	
  the	
  Campaign	
  
#Concept2Close	

Case	
  Study:	
  
The	
  Rise	
  of	
  the	
  SoMoLo	
  
Shopper	
  
Building Awareness, Brand Equity,
and Demand via Research-based
Content Marketing
#Concept2Close	

The	
  Back	
  Story:	
  Commerce	
  in	
  Mo7on	
  
Primary Objectives:
Build brand Reputation as Thought Leader/Visionary
Generate Awareness
Drive Engagement
#Concept2Close	

The	
  Back	
  Story:	
  Commerce	
  in	
  Mo7on	
  
943	
  Downloads	
  
#Concept2Close	

The	
  Campaign	
  Plan	
  
#Concept2Close	

Priority	
  One:	
  Execute	
  the	
  Research	
  
#Concept2Close	

Next:	
  Develop	
  Assets	
  According	
  to	
  Plan	
  
eBooks	
  
#Concept2Close	

Infographics	
  
#Concept2Close	

Web	
  
Events	
  
#Concept2Close	

Live	
  Events	
  
#Concept2Close	

Blog	
  
Posts	
  
#Concept2Close	

Reuse	
  and	
  Repurpose	
  Wherever	
  
Possible	
  to	
  Fill	
  Content	
  Gaps	
  
#Concept2Close	

Well	
  Planned	
  Content	
  Led	
  to	
  An	
  
Overwhelmingly	
  Successful	
  Program	
  
Ini0al	
  Survey	
  Responses	
   282	
  
eBook	
  Downloads	
   943	
  
Infographic	
  Views	
   3,315	
  
Infographic	
  Poster	
  Requests	
   ~100	
  
Webinar	
  Registra0ons	
   752	
  
Video	
  Views	
   1,136	
  
Prezi	
  Views	
   1,678	
  
SlideShare	
  Views	
   9,580	
  
Live	
  Event	
  A`endees	
   ~400	
  
Qualified	
  Leads	
  Added	
  to	
  Pipeline	
   30	
  
Total	
  Es0mated	
  Cost	
   $30,000	
  
http://www.content4demand.com/the-content-playbook/	
  
#Concept2Close	

Type	
  ques7on	
  here	
  
Q&A	
  	
  //	
  	
  Submit	
  Ques7ons	
  
#Concept2Close	

Q&A	
  	
  //	
  	
  Panelists	
  
Dave	
  Bruno	
  
Director,	
  Product	
  Marke0ng	
  
JDA	
  So6ware	

Andrew	
  Gaffney	
  
Editor	
  and	
  Publisher	
  
Content4Demand	
  
#Concept2Close	

Thank	
  you	
  for	
  a<ending	
  today’s	
  webinar!	
  
Take	
  the	
  two	
  minute	
  content	
  
checkup	
  assessment:	
  
http://content4demand.com/content-check-up/

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