1. @j9rossignol
FIVE CONTENT
MARKETING MISTAKES
YOU MIGHT BE MAKING.
AND HOW TO FIX THEM.
@j9rossignol

2. @j9rossignol
ARTICLES
BLOGS
NARRATIVE VIDEOS
INFOGRAPHICS
WHITE PAPERS
LISTS
APPS
SURVEYS
MOBILE
HOW-TO VIDEOS
PRESENTATIONS
EBOOKS
EMAIL
CONTENT CONFUSION?
@j9rossignol

3. @j9rossignol
CONTENT AVAILABLE
LOW
NONE EXCESSIVE
HIGH
PRIMING
FOR SUCCESS
MISSING
OPPORTUNITY
TALKING TO
YOURSELF
SITTING ON
THE SIDELINE
AUDIENCERELEVANCE
@j9rossignol

4. @j9rossignol
CONTENT AVAILABLE
LOW
NONE EXCESSIVE
HIGH
AUDIENCERELEVANCE
@j9rossignol

5. @j9rossignol
MISTAKE #1: YOUR
PURPOSE IS NOT DEFINED
@j9rossignol

6. @j9rossignol
6
@j9rossignol

7. @j9rossignol
THE FIX:
CLARIFY
YOUR GOAL
@j9rossignol

8. @j9rossignol
MISTAKE #2: YOU ASSUME YOU
KNOW WHO YOU’RE TALKING TO
@j9rossignol

9. @j9rossignol
Hello,
We would like to apologize for the missing mask on your order. Unfortunately, we can
no longer send replacement for the missing parts of the costume like the missing
heavy-duty plastic mask on your costume. We would be happy to give you a refund
of $10 for the missing mask and you might be able to find a mask in one of the local
stores near you. Please let us know if you agree with the refund.
Thank you,
Amber
Customer Service Representative
Amber 10/6/14
@j9rossignol

10. @j9rossignol @j9rossignol

11. @j9rossignol
Hello,
Thank you for you for your email. Please accept a replacement with order
number 243976021. Again, we apologize for any inconvenience this may have
caused you. We hope you will be pleased with the replacement and that
you’ll continue to be a loyal and valued customer. Please let us know if there
is anything else we can do for you.
Sincerely,
Amber
Customer Service
Amber 10/10/14
@j9rossignol

12. @j9rossignol @j9rossignol

13. @j9rossignol
THE FIX:
IDENTIFY
YOUR AUDIENCE
(AND REALLY GET TO KNOW THEM)
@j9rossignol

14. @j9rossignol
WHO ARE YOU TALKING TO?
What kind of information do they need
to make decisions at each stage of the
buying process?
Where do they go for help? Who and
what are their trusted sources?
What is their decision making process,
who’s involved and when are they
involved?
Once you get through the obvious… role, industry,
average years of experience, education, etc.
Find out:
@j9rossignol

15. @j9rossignol
MISTAKE #3:
YOU EXPECT
EVERY PIECE
OF CONTENT
TO DRIVE
ROI
@j9rossignol

16. @j9rossignol
KPI: Alumni Donations
@j9rossignol

17. @j9rossignol
Alumni magazine
and webinars =
increased KPIs of
positive alumni
ratings.
University research
paper published in
Science;
Recruitment brochure;
New Student Welcome
brochure = increased
KPIs of positive
community news. @j9rossignol

18. @j9rossignol
THE FIX:
MODIFY
YOUR KPIs
TO MATCH
THE ROLE
@j9rossignol

19. Examples of content KPIs
Impressions (how many people saw it)
Social media mentions
Number of ways it was repurposed
Engagement (percent of actions
taken based out of total impressions)
Comments and interactions
Downloads
Click-through rate
@j9rossignol

20. @j9rossignol
MISTAKE #4: YOU BUILD IT
AND THEY DON’T COME
@j9rossignol

21. @j9rossignol
So much content…so little utilization
200+
sell sheets
100
brochures
50
case studies
40+
byline articles
100s
of blog posts
annually
1200+
quotes/media
mentions
in articles
100s
of FYIs
annually
Dozens of
white papers
and survey
results
@j9rossignol

22. @j9rossignol
THE FIX:
AMPLIFY
YOUR CONTENT
ASSETS
@j9rossignol

23. @j9rossignol @j9rossignol

24. @j9rossignol
24
MISTAKE #5: MARKETING
AND SALES AREN’T IN SYNC
@j9rossignol

25. @j9rossignol @j9rossignol

26. @j9rossignol
THE FIX:
UNIFY
THE TEAM
@j9rossignol

27. @j9rossignol
Thinklike a sales person
Plan your
“sales” call
Do your
research
Listen
more than
you talk
Close
strong
@j9rossignol

28. @j9rossignol
Xerox Internal Use Only
1.YOUR
PURPOSE IS
NOT DEFINED
4. YOU BUILD IT
AND THEY
DON’T COME
5. MARKETING
AND SALES
AREN’T IN SYNC
2. YOU ASSUME
YOU KNOW
WHO YOU’RE
TALKING TO
3. YOU EXPECT
EVERY PIECE
OF CONTENT
TO DRIVE ROI
@j9rossignol

29. @j9rossignol
Xerox Internal Use Only
4. AMPLIFY
YOUR
CONTENT
ASSETS
5. UNIFY
THE TEAM
1.CLARIFY
YOUR
GOAL
2. IDENTIFY
YOUR
AUDIENCE
3. MODIFY
YOUR
KPIs
TO
MATCH
THE ROLE
@j9rossignol

30. @j9rossignol
“When the products and services you sell
are similar to others, it’s the story
you tell and the way you tell it that makes
all the difference”
—Corporate Visions/SEC
So go tell one that’s interesting and relevant.
@j9rossignol

31. @j9rossignol
Q&A
TWITTER: @j9rossignol