The document discusses post-sales content and its importance in marketing. It begins with an agenda and poll about why companies are not using post-sales content. It then provides content facts and statistics about its effectiveness. It discusses the need for an end-to-end content strategy across departments and the customer journey. Challenges with post-sales content include silos between teams and lack of management support. The key is to designate someone to oversee the strategy, communicate it clearly, measure results, and get buy-in from stakeholders. More information is offered to those interested.

1. Post-Sales Content
and the Future of Marketing
The Bridge Between Buy and Advocate
Andrea L. Ames
Idyll Point Group
@aames
@ a a m e s • # C M W o r l d

2. AGENDA
① First, a story
② Then, a poll
③ Some content factoids
④ A quick sermon: end-to-end content strategy J
⑤ So why don’t we do it?
⑥ What you can do
⑦ Want more?
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3. 1 Once upon a time…
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4. @ a a m e s • # C M W o r l d

5. @ a a m e s • # C M W o r l d

6. 2 Why not?
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7. Why aren't you using post-sales content as part of your content marketing?
① But Andrea, I AM! <Good for
you! J>
② The idea never occurred to me
③ Post-sales content doesn’t exist
in my world
④ I don’t know who creates it
⑤ I don’t know how to reach out,
talk to them, or get them on
board
@ a a m e s • # C M W o r l d
to (207) 520-2006
Text
⑥ I don’t have time to do my own
job, let alone manage them
⑦ I’ve seen the …uh… *stuff* they
create – no thanks! L
⑧ My boss doesn’t care if I use it
⑨ My boss’s boss REALLY doesn’t
care if I use it
⑩ My customer doesn’t care
about that stuff ‘til after they
buy

8. Why aren't you using post-sales content as part of your content marketing?
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9. 3 Content factiods
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…Buyers, influencers and researchers are not simply consuming
content and speeding to decisions.
Rather, they are creating distinct sharing circles that curate and
circulate content across the decision-making hierarchy…
Source: CMO Council & Content ROI Center
Viable sales leads generated via content
Source: Forbes
Time spent in sales cycle time using content
(vs. 21% spent talking to sales people)
Source: Marketing Interactions
<55% <50%

11. @ a a m e s • # C M W o r l d
Using technical content is the
2nd most important
pre-sales activity for technology buyers
2nd only to interacting with the tech team
Source: IDC

12. @ a a m e s • # C M W o r l d
<47% 44%
Technical content
page views
Returning visitors
looking for
technical content
32%
New visitors
looking for
technical content
Source: IBM Digital Analytics on ibm.com
http://bit.ly/2rt8jt8

13. Importance of high-quality technical content
Based on survey of IBM clients and prospective clients
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Source: IBM CIO Digital
http://bit.ly/2rt8jt8

14. 4 End-to-end content strategy
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15. Defining and validating
the right messages
and the
right experience for delivering those messages
including
when and where in the experience the content is delivered
the form, format, presentation, media, etc., of the content
What is it?
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16. @ a a m e s @ • # C M W o r l d
Supporting
the end-to-end
customer experience
Awareness
Research
Evaluation
Purchase
Use
Loyalty

17. Based on
a deep
validated
understanding
of the "content ecosystem”
What is it?
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18. Create
the right
environment
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19. Content consumer
Delivery context
Business context
Creation context
Growth
Content ecosystem
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20. Supported by
a practical and maintainable content creation and curation process
appropriate organizational incentives and professional content creator
career development
tools and technologies for authoring, management, analytics, and
delivery
What is it?
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21. 5 Why not?
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22. Because.
It’s.
Hard.
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23. Across
silos
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24. Documentation
Technical support
Training
…
Who creates content? How are they incented?
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25. Managed
with
stakeholders
in mind
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26. Customers
Executives
Sales
Other content creation teams
…
Who are your stakeholders? How are they “incented?”
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28. Management support
Incentives
A career path
Respect and value for the role
…
Do you have…
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29. 6 What can you do
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30. Key tips
① Put someone …the right someone… in charge;
give them authority
② Communicate it
③ Write it down; keep it updated
④ Communicate it
⑤ Validate and measure it constantly; fix it incrementally
⑥ Communicate it…incessantly
@TwitterHandle • #CMWorld

31. 7 Want more? “Yes, please!”
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32. What is your biggest block to using post-sales content?
① I don’t think I can get what I
need from them
② My customer doesn’t care
about it
③ I’d like to try it, but I don’t know
how to determine whether its
working
@ a a m e s • # C M W o r l d
to (207) 520-2006
Text
⑤ I don’t know who creates it or
how talk to them about it
OR
I don’t have time to deal with it
OR
I have no incentive – props from
boss, good eval feedback,
promotion, etc. – to go out of
my way for this

33. What is your biggest block to using post-sales content?
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34. @ a a m e s • # C M W o r l d
But wait,
there’s more!
Text
“prodcontent”
to 44222
or e-mail me:
andrea@IdyllPointLLC.com

35. Andrea L. Ames
CEO/Founder &
Content Experience Strategist
Idyll Point Group
@ a a m e s • # C M W o r l d