1. Pay Per Call Content Marketing Proposal
May 2012
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2. Goals
• Create additional content for New Advertisers
– Case studies, testimonials, FAQs (how to get and read your
reports)(for existing and new customers) – content to be created
– Benefits for each of the 3 PPC Products
• Create collaborative experience for advertisers and non-
advertisers
– Add compelling content for prospects at top of the funnel to increase lead
gen (phase 3)
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3. Log In Screen: PPC Advertisers
1. UNCLEAR
LINKS PPC
= PRINT +
ONLINE
Advertising
• Add Links for Advertiser
Support: FAQs (how it
works, what PPC does,
value of reporting, how to
get your reports, how to
interpret them)
• Add Update: What’s new
in PPC
• Content to support:
• Why PPC works
• Infographic format , case
study/whitepaper
• 3 articles
• Differentiate between all
PPC products and
provide a cheat sheet on
features/value
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4. What we need
• Additional content for Existing Customers
1. Upsell other Ad Solutions Products on Account
Management Page (via images or links)
2. FAQs (for new customers)
3. Case studies, testimonials, product demos, Clicks vs.
Calls whitepaper or infographic, info on each PPC
product and its features – content to be created
4. PHASE 3: Compelling content for prospects at top of the
funnel via hyperlinks to content hub –
resources/whitepapers/pay-per-call
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5. What we need
NEW PPC AUTHENTICATED CONTENT
Page Topics Messaging Format Source (Assets, bullet points)
Online Account Top features, value
Services/Ad What did I buy? prop and benefits Text
Performance How am I charged? Text
Tab How we filter calls Text
Why performance
matters Text
Section
Advertiser How it works FAQ links
support/FAQ What you get FAQ
How to make changes FAQ
What's new? Updates to reports,
products in the past
12 months
text
Is it How to read your Graphic step
working? reports by step,
(reporting) screen grabs
and text
Do other Customer Proof, feel good Case
people like satisfaction about purchase studies,
it? testimonials
3rd party
articles,
Calls vs. Clicks stats infographic
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6. 3 - phase approach
Phase 1: Add new content to
Account Services page
Phase 2: Add prominent link or
dynamic content box to
Homepage to highlight Pay Per
Call product
Create Welcome email for new
customers
Phase 3: Rework current Pay Per
Call landing page
– Revise messaging
– Optimize message hierarchy, copy & verbiage
– Add calls to action and links to additional content
– Add a log in button for existing customers to access
their account
– Add graphics which tell our story such as our Ad
Network, screen shots of sample listings (print + online)
and infographics with stats to entice prospects and
capture leads 
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7. Current Non-Advertiser Journey (Phase 3)
1. No link from Homepage
2. Hard to find PPC
3. No link to log into
account for existing
customers
4. One action available: call
an advisor
5. Footer links = dead end
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8. Roadmap
DISCOVER + DEFINE CONTENT May June July
Content readability and suggestions x
Define content and images for current PPC landing page ×
Define + Create CTA button for account log in
Inventory and audit all content ×
Content owners –processes
Core messaging architecture (in progress) × x
Workflow design, resource planning, training, hiring × x
Page templates and page anatomy for all landing pages x
DEVELOP + DEPLOY CONTENT
CMS Templates
Copywriting
Video/audio creation, PDFs, infographics x x x
Create working content matrix, filled in with copy, metadata, roles,
legal approval process
Establish messaging hierarchy, features x
Content hub items for resources – new customers x
New content creation for existing customers
8 AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution