Spice Up Your Marketing Content: The Perfect Recipe
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The document discusses best practices for content marketing. It recommends identifying company values and customer personas to develop targeted content. Content should subtly promote products while providing value to customers. The presentation provides tips for sourcing new content from various departments and repackaging existing content in different formats tailored to personas. Developing quality, relevant content aligned with buyers' needs and journeys at appropriate times is key to successful content marketing.
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Spice Up Your Marketing Content: The Perfect Recipe
- 1. www.act-on.com | @ActOnSoftware | #ActOnSW THE PERFECT RECIPE: Spice Up Your Marketing Content
- 2. www.act-on.com | @ActOnSoftware | #ActOnSW Today’s Presenters Janelle Johnson Director, Demand Gen janelle.johnson@act- on.com @janelle_johnson Linda West Manager, Demand Gen linda.west@act-on.com @misslindawest
- 3. www.act-on.com | @ActOnSoftware | #ActOnSW Agenda 1. The Rise of Content Marketing 2. Your Content Recipe – Values – Persona – Hitting the Sweet Spot 3. Quick Tips
- 4. www.act-on.com | @ActOnSoftware | #ActOnSW THE RISE OF CONTENT1
- 5. www.act-on.com | @ActOnSoftware | #ActOnSW The Fall of Mass Marketing • The old marketing paradigm: reach is paramount • Messaging centered around conformity & narrow ideals
- 6. www.act-on.com | @ActOnSoftware | #ActOnSW The Rise of Content Marketing Access + Choice _________________ Increased Fragmentation & Accelerated Change
- 7. www.act-on.com | @ActOnSoftware | #ActOnSW The Rise of Content Marketing Consumers direct their own buying journey – 78% start the buying process with a web search – 50% turn to social media and peer reviews Source: DemandGen Report
- 8. www.act-on.com | @ActOnSoftware | #ActOnSW The Rise of Content Marketing • The new marketing paradigm: content is king • Content should be mapped to buyer journey Whitepaper Download Confirmation Email with link to asset Recorded webinar on same topic eBook on similar topic Corresponding Infographic
- 9. www.act-on.com | @ActOnSoftware | #ActOnSW The Failure of Demographics 70% of buyers view 4 or more pieces of content when considering/making a purchase
- 10. www.act-on.com | @ActOnSoftware | #ActOnSW The Failure of Demographics B2B vendors that invest in content/take time to customize their online offerings generate 67% more leads than their competitors.
- 11. www.act-on.com | @ActOnSoftware | #ActOnSW The Failure of Demographics Content creation is ranked as the single most effective SEO technique
- 12. www.act-on.com | @ActOnSoftware | #ActOnSW The Failure of Demographics Content marketing costs 62% less than traditional marketing
- 13. www.act-on.com | @ActOnSoftware | #ActOnSW New Challenges: • Unique Content - don’t blend, don’t get lost • Content Quantity - maintain high volume and high quality • Content that actually sells (subtly) The Rise of Content Marketing
- 14. www.act-on.com | @ActOnSoftware | #ActOnSW YOUR CONTENT RECIPE: VALUE + PERSONA = KILLER CONTENT 2
- 15. www.act-on.com | @ActOnSoftware | #ActOnSW The Recipe turke ypepper noodle s THE MEAT: Your company and product values + THE SPICE: Your Customer Personas _____________________________ THE 5-STAR MEAL: The expert combination of value and persona
- 16. www.act-on.com | @ActOnSoftware | #ActOnSW The Meat turke y THE MEAT: Your company and product values • You probably already have these! • Identify driving values behind your company • Connect values to products and product benefits
- 17. www.act-on.com | @ActOnSoftware | #ActOnSW The Meat Apple 1977 - Values • Empathy • Focus • Impute / Design
- 18. www.act-on.com | @ActOnSoftware | #ActOnSW The Spice pepper THE SPICE: Your Customer Personas • Avatars for your primary buying groups • Defines buyer’s personality, values, attitudes, interests, and lifestyle • Defines buyer’s primary goals & concerns, as related to your product
- 19. www.act-on.com | @ActOnSoftware | #ActOnSW Behaviordesktop Collecting Persona Data: • Customer focus groups • 1-to-1 customer interviews • Internal interviews Questions to Ask: • What is their job level and job function? • What keeps them up at night? • What are their personal and professional goals / aspirations? • Where do they spend time online? • What problem do you help them solve in their day-to-day lives? • What do they perceive as valuable? • What some common objections your product or service offering? The Spice
- 20. www.act-on.com | @ActOnSoftware | #ActOnSW Age: 25 Gender: Male Job Level: Manager Goals: Seeking a promotion w/in 12 months What keeps him up at night? • Maintaining work/life balance • Budding relationships Characteristics: • Tech savvy • ambitious Spends time online at: Industry blogs, twitter, linked in, reddit The Spice What Does a Persona Look Like?
- 21. www.act-on.com | @ActOnSoftware | #ActOnSW The 5-Star Meal noodle s THE 5-STAR MEAL: The expert combination of value and persona • Finding the overlap between persona and product values • Good content is symbiotic, it subtly sells, while also proving value to your prospect
- 22. www.act-on.com | @ActOnSoftware | #ActOnSW The 5-Star Meal Empathy Focus Design THE SWEET SPOT
- 23. www.act-on.com | @ActOnSoftware | #ActOnSW The 5-Star Meal Apply the company values to the persona. Leading Questions: What do your corporate values mean to this avatar? How does it play out in this person’s life? Empathy What does empathy mean to this individual? Focus What is this individual focused on? What do they perceive as most important in their life? Impute/Design What visual influences inspire and attract this person?
- 24. www.act-on.com | @ActOnSoftware | #ActOnSW The 5-Star Meal Empathy + Budding Relationships & Work/Life Balance ___________________________________
- 25. www.act-on.com | @ActOnSoftware | #ActOnSW CHEF’S SECRETS: QUICK TIPS3
- 26. www.act-on.com | @ActOnSoftware | #ActOnSW Quick Tips earth TIP 1: Import your ingredients • Get input from sources outside of marketing • Set up a network of regular contributors to support content volume.
- 27. www.act-on.com | @ActOnSoftware | #ActOnSW Quick Tips Sources to Tap: Sales – they know common objections Customer service – they know pain points External contributors – fresh perspective
- 28. www.act-on.com | @ActOnSoftware | #ActOnSW Quick Tips cook TIP 2: Dress up your leftovers • Solid content sometimes just needs some dressing to make a hearty meal • Format matters – cut content into smaller chunks • re-position old content for a new persona
- 29. www.act-on.com | @ActOnSoftware | #ActOnSW 10-page Whitepaper 4+ Blog Posts Quick Tips
- 30. www.act-on.com | @ActOnSoftware | #ActOnSW Quick Tips clock TIP 3: Serve at the right time and temperature • Context matters: position your content in the context of current events • Try newsjacking – piggyback on hot topics to get more leverage
- 31. www.act-on.com | @ActOnSoftware | #ActOnSW Map your existing content to your buyer personas to identify gaps and opportunities Take an inventory of your existing content Map out your buyer personas 1 2 3 Your Next Steps…
- 32. www.act-on.com | @ActOnSoftware | #ActOnSW Learn More About Act-On Software Interested in a demo? Call +1 (877) 530-1555 Email sales@act-on.com Web www.act-on.com THE FORRESTER WAVE™ LEADERS QUADRANT
Notas do Editor
- 1:40In the 1950s and 1960s, the goal of advertising was to get as my eyeballs on your brand as humanly possible. And that’s because the most efficient way into the American psyche at that time was to just completely saturate the media with your brand message. You had to build a massive amount of brand awareness to create trust with your audience. The more ads you could get on bus benches, and on the radio, and in the local paper, the better. So with this “canvas the universe” approach, in order for marketers to convince consumers that a brand message was actually relevant to them, consumers had to buy into the idea that they were just like everyone else. Because of this, marketing messages were often centered around convincing massive swaths of people that a very narrowly defined ideal was right for everyone. Consumers had to want to conform! And so advertising played on already-defined roles in gender, age, and geography. Take, for example, the picture of the modern housewife in the ‘50s, pictured in two the pictures you see up on screen. A 25 year old female in the 50’s, was told what her goals should be, what she should want, what she should buy.Way back in the day, with limited access to information and variety, consumers generally accepted these classifications. All advertisers had to do was amplify these pre-existing ideas and pre-existing roles, and they had the power to shape those ideas and force them to take on a life of their own.So, that’s where we’ve come from.
- 1:10But now, with the evolution of technology, access to information is unlimited. Access to choice is unlimited. So, this has created a paradigm shift in marketing where consumers, not advertisers, define the groups they wish to be part of. People self-select into an increasingly complicated network of segments and sub-segments. And on top of that, they rapidly move back and forth between those segments at their own discretion.So, that 25 year old female I talked about in the last slide, could be interested in just about anything! She could be a young mother, she could be an intern at a law firm, a hardcore gamer, anything! The type of content and messages that could appeal to her are unlimited!
- 1:00Consumers are now in the drivers seat. They direct their own buying journey. So it’s not longer about saturation, it’s about becoming a trusted advisor to buyers as they move through their journey! It’s about being able to understand where they are on their journey so that you can influence their next steps, and hopefully be one of the choices they consider. So a couple of stats before I move on. 78% of consumers start the buying process with a web search.50% turn to social media and peer reviews to influence their buying decisionsSo yes, consumers are in control, but that’s totally ok, because guess what – now consumers can do a lot of the leg work for you! You don’t need to canvas the universe anymore. You just need to be able to track where customers are in their buyer journey, and be prepared to respond with the right content when necessary.
- Content drives business, and at any given moment buyers are searching for information that will inform them, educate them, or help them solve a problem. Whether it's a data sheet, white paper, demo script, or web page, marketing content needs to speak to the needs of your prospects and customers while being geared to targeted points in your sales process.It can be a delicate balance, but getting the right message to the right person at the right time offers tremendous upside: it establishes credibility and authority, creates brand affinity, and - maybe most importantly - reduces sales resistance.So it’s important that you develop a content curriculum that maps to your buyer persona’s. Remember, they are in control, they drive the bus. You just need to position yourself along the way, so that they turn to you for answers, and not to your competitor.
- 1:10But now, with the evolution of technology, access to information is unlimited. Access to choice is unlimited. So, this has created a paradigm shift in marketing where consumers, not advertisers, define the groups they wish to be part of. People self-select into an increasingly complicated network of segments and sub-segments. And on top of that, they rapidly move back and forth between those segments at their own discretion.So, that 25 year old female I talked about in the last slide, could be interested in just about anything! She could be a young mother, she could be an intern at a law firm, a hardcore gamer, anything! The number of unifying demographic characteristics between groups is decreasing. Marketers have tried to create more effective campaigns by slicing demographics data into smaller and smaller pieces, but this doesn’t always cut it, and it can be very time and budget intensive.
- 1:10But now, with the evolution of technology, access to information is unlimited. Access to choice is unlimited. So, this has created a paradigm shift in marketing where consumers, not advertisers, define the groups they wish to be part of. People self-select into an increasingly complicated network of segments and sub-segments. And on top of that, they rapidly move back and forth between those segments at their own discretion.So, that 25 year old female I talked about in the last slide, could be interested in just about anything! She could be a young mother, she could be an intern at a law firm, a hardcore gamer, anything! The number of unifying demographic characteristics between groups is decreasing. Marketers have tried to create more effective campaigns by slicing demographics data into smaller and smaller pieces, but this doesn’t always cut it, and it can be very time and budget intensive.
- There are several new challenges need to be tackled! How do you stand out given that your prospects have a buffet of content available? How do you remain unique?How keep up with content demand? How do you keep things fresh and maintain a high volume of quality content?And lastly, how do produce content that actually sells. You have to be subtle in your messaging, but at the end of the day, all the work you put in needs to have a pay-off.
- this is the easy part, in fact, you’ve probably already done this! You may have a list that has been handed down from your CEO, or a mission statement that has been around for 100 years. Either way, turn this into a very succinct list, and use it as a reference point.Connect product features and benefits to corporate values (marketers often get stuck here).This is the heart of your recipe, the meat, It’s what ultimately provides the most nourishment. But how long could you eat plain boiled chicken? You need spice! You need sides!
- Here’s an example from apple circa 1977! And guess what, it hasn’t changed much since then. These simple values, that most of you probably have already, should tie directly into the features and benefits of the products you offer. These values should dictate the tone of your content, and the feeling prospects should get when they engage with you!
- This is where we take an educated guess about psychological commonalities in our target audience. This goes beyond that surface level of age, income, and looks at common motivators and pain points that unify groups within our target market.This data isn’t as straightforward to collect as demographic data, and it can’t always be directly attributed to a contact record. You can’t exactly ask questions like “what is your goal in life” on contact form, and expect to get serious answers from people. And you certainly can’t purchase this type of data from a warehouse.So instead, marketers consolidate this type of data by creating avatars for these groups of people based on those common characteristics. I’ll show you what that looks like in just a minute.
- 1:20I’m sure many of you are already thinking – ok, so how exactly do I collect this type of data?Well, there are a couple of ways you can do this, depending on your scale and your budget. You can conduct focus groups with customers and potential customers, you can conduct one on one interviews with customers, OR you can also start by just conducting internal interviews. Talk to your sales team, your customer service team, your product team. You’d be surprised at how much these folks know about your customers and your prospects. They interact with them every day, and they probably have some really killer insight that you should be using in your marketing programs. Now lets go over some of the questions you should be asking. Remember the object here is to identify commonalities and underlying patterns. So whether you conduct 10 interviews or 1,000 interviews, you need enough information to see clear patterns and leanings. So, a couple of suggested questions to consider…..These are just a few to consider, and we’ll make sure the deck is available to all of you so you can grab this list after-the-fact.
- Here’s an example of a persona for a potential apple customer.
- This is the good stuff! Killer content comes from finding the sweet spot where company values and persona goals/needs overlap. Good content (you know, the stuff that will actually sell your product) speaks to that overlapping space! It gives your persona what the need or want, but also represents the value your company can actually provide. Thought leadership will subtly sell your product or serviceContext means everything – no one cares about ‘features and benefits.’ they care about how it will impact their life, give them piece of mind, help them achieve goals, etc. (e.g. ‘faster download speeds’ is not very interesting, but having ). You need to go that extra layer, dig into the “so what” to develop content that will invoke a visceral reaction from your prospective buyer.
- Your content ideas and how relevant you are to your audience is going to come from the convergence of your ability to understand who is interacting with your brand and what you bring to the table as a brand. We want to cross-reference that customer persona with the benefits and values of your brand, and identify the spaces in their life where you can add value. The objective is to help your customers understand the great benefit that your brand represents in their life.Sounds like a tall order, but companies all over the globe are doing it. And they are making a lot of money by doing so.You need to go that extra step, dig into the “so what” to develop content that will invoke a visceral reaction from your prospective buyer. Most marketing content, whether blog posts, or tweets, or whitepapers, stop short at describing ‘features and benefits.’ And that’s great and all, but you will not get the conviction and affinity required to establish trust and leadership unless you create context around those benefits. They care about how it will impact their life, give them piece of mind, help them achieve goals, etc.
- Methodology:To find that sweet spot, start with these leading questions. Try asking yourself how each value or each feature will play out in the person’s life. (go through leading questions)Then, maybe try the reverse. Ask yourself what goals and aspirations are affected by your products. Center your messaging around these answers. This is where your content ideas will come from. Examples – Marketing Coordinator looking at marketing automation technology -
- One last sample from Apple!
- In order to support the quantity of content required to implement a robust content marketing program, don’t just rely on your marketing team! It’s often impossible for just marketing to support the increased volume of content requiredAlso, having multiple voices and perspectives keeps content fresh!
- Increase brand relevance by engaging in existing conversations about events and cultural memesBe genuine & relevant - avoid getting involved in events that can’t tie directly to your products, or your company values.Don’t miss the boat - timing is everything. Don’t be that guy still posting harlem shake videos on facebook 5 months after the fact. Topics and meme’s come and go, so act fast, and get involved early.
- Your next steps1.Take an inventory of what you already have in your database, and match that up against the three layers we talked about today. Identify any missing gaps that you may have2. Map out your three layers, go three each one, and take the time to understand what data you need, and how you are going to collect it. 3. Look at rolling that data up into a lead scoring program and investigate implementing lead nurturing. This will be key to leveraging all three of those data layers, and really making sure your sales & marketing messaging is on target for individual buyers. Other key points:Consumers have an increased expectation of personalization and relevance in communicationIf you don’t use the extra layers, then your competitors will, and you’ll get left behind.
- Ready to Learn MoreWe already have quite a few questions coming in, so really quickly before moving to Q&A, you probably are ready to learn more, so please feel free to give us a call, send us an email, or visit us on the web to get more information on what Act-On’s marketing automation solution can do for you and your business. As you may know, Act-On Software is a leading provider of cloud-based integrated marketing automation software and was named a leader among lead-to-revenue management vendors in the 2014 Forrester Wave, was rank on the Inc. 500 List of America’s Fastest Growing Companies, named to the Forbes "America's Most Promising Companies" list of 100 U.S.-based, privately held, high-growth companies and ranked 48th on Deloitte’s 2013 Technology Fast 500 list of fastest growing technology companies in North America.