In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
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This document outlines a content marketing plan with the mission to become the best source of information on advancing metro optical, mobile backhaul, and optical LAN networks. It will help readers address challenges through stories, insights, and resources on trends, revenue generation, expense reduction, and improved user experiences. The plan targets global mobile and telecom service providers, large US enterprises and governments. Topics include industry trends, metro optical, mobile backhaul, and optical LAN networks. Content will range from headlines and tweets to in-depth articles, videos, and white papers. Calls to action encourage consuming various content or entering the demand funnel.
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In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
- 9. Content Marketing Plan Mission Become the best source of information on how to advance metro optical, mobile backhaul and Optical LAN networks. • Help readers address key technology and business challenges. • Identify industry, technology and user trends. • Educate readers with stories and ideas on how to generate revenue, reduce expense and improve user experiences. • Deliver useful information, thought-provoking insights, resources and relief.
- 10. Content Marketing Plan Who We Serve • Global: Mobile and fixed telecom service providers. • United States: Enterprises and governments with 400+ employees. • Segments: Engineers and technical buyers. Executives and economic buyers. Green buyers. What’s In It for the Audience? • Ideas that lead to greater success for you and your company.
- 11. Content Marketing Plan Topics • Industry: Business-affecting user and technology trends, customers. • Metro Optical: Metro networks, Carrier Ethernet 2.0, packet + optical technology, enterprise services, mobile backhaul, software-defined networking (SDN), control plane, INM. • Mobile Backhaul: Small cell backhaul, self organizing networks (SON), software-defined networking (SDN), INM. • Optical LAN: Compare performance, reach, cost and security of passive Optical LAN with copper-based LAN. Compare copper with fiber optics. Promote APOLAN.
- 12. Content Marketing Plan Serving Sizes Time Words Media 0:07 23 Headline, Tweet, home page (7X7), sound bite, cartoon. 2:00 400 Web page, blog, news release, video, infographics. 5:00 1,000 Tellabs Insight article, contributed articles, long video. 20:00 4,000+ White paper, application note, e-book. Calls to Action (Soft) Watch video, read blog, read Insight, read public white paper. (Hard) Enter demand funnel – read a gated white paper, sign up for webinar, qualify at a trade show or event.
- 29. 29
- 30. 30 Also, it might be a bit of a stretch for Tellabs to infer that its customers can boost their stock prices if they would just buy more of its backhaul, mobile offload and policy management gear. But as other Tellabs reports have in the past, this one cooks up some meaty food for thought. Ultimately how their investors, customers and partners view operators’ roles in the
- 31. 31
- 47. Optical LAN
- 48. Message Map
- 49. 9 Second Message
- 50. 2 Minute Message
- 51. 5 Minute Message
- 53. Optical LAN: Green Buyer Message
- 54. Optical LAN: Economic Buyer Message
- 55. Optical LAN: Technical Buyer Message
- 57. 57
- 58. 58
- 59. 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000 59 STL Research Report eBook and White Paper on Tiered Pricing End of Profit Study eBook and White Paper on Backhaul eBook and White Paper on Mobile Commerce eBook and White Paper on Backhaul Mobile World Congress Mobile World Congress New Product Launch Continued Effect from STL Research Report Product Announcement +1.630.215.6751
Notas do Editor
- At Tellabs, we are a David up against Goliaths many times our size. We believe that content marketing, done well, can change the game. It’s a slingshot that can help us win. Content is not a shotgun. To make content that works, you need to aim carefully, and hit the bullseye. So what does that look like at Tellabs?
- Earlier on, we saw that conversations are a great source of content for content marketing. Content can drive new and better conversations … and ultimately lead to new customers.
- Where do you find content? It’s in the conversations your company’s having with customers, every day.
- We need to understand customers’ drivers. How the world looks through their eyes. Their needs, concerns, worries, problems, questions. In exactly their language.
- Which means … we need to listen more. And deliver the content customers want, when they want it. That also means, interrupting them less with irrelevant content.
- With that in mind, we surround customers with our content across all media – digital, social, news, events and more.
- This is an infographic from industry analyst Altimeter. It shows all the forms of content that the editor needs to orchestrate. Including paid, owned and earned media. For Tellabs, our owned medium, the tellabs.com website, is the heart of our content. We do earned content to point to our website. We do very little paid content.
- For many years, we have focused on positioning our companies as thought leaders. But that’s not enough. We need to be thought-provoking. We need to challenge the customer’s status quo by showing him or her the trends that will transform their businesses over the next 2 to 3 years. For example, Tellabs told our mobile operator customers that they could reach the end of profitability in the next 2 to 4 years, unless they made some changes to their networks and businesses. Then we showed them how to increase their return on invested capital with smarter networks and smart services. Those thought-provoking pieces of content are still driving traffic to our website because bloggers are still talking about them.
- http://gigaom.com/mobile/can-att-verizon-become-high-tech-darlings/&sa=U&ei=6utYT-ziK8S1twet9_GEDA&ved=0CAQQFjAA&client=internal-uds-cse&usg=AFQjCNGF0piZ9xLWXIq3boQ_YDqi0y_5JA
- http://theeditorscut.blogspot.com/2011/12/top-10-telecom-downloads-of-2011.html
- Some experts say we only get 9 seconds of attention.
- Earlier on, we saw that conversations are a great source of content for content marketing. Content can drive new and better conversations … and ultimately lead to new customers.
- Once we have a person’s information, it’s up to us to keep that customer engaged in our ideas and our product offerings (our solutions). We began using Marketo to capture lead information late last year.
- We also extend the reach of our content by sponsoring third party eBooks and webinars, and use white paper syndication programs.