With 3-D content mapping, marketers learn what types of content to create and how, when and where to apply their valuable content resources.

1. Priority Content Planning
With 3-D Content Mapping!
Presenter: Micky Long, Vice President & Practice Director-Lead Nurturing, Arketi Group!

2. Speaker!
• Micky Long - Vice President and Practice Director,
Lead Nurturing, Arketi Group#

3. Agenda!
• 3-D Content mapping defined#
• Getting to know your prospects#
• Map to buy stage#
• Create, curate, cultivate#
• Putting it together#
• Where to start#
• Questions#

4. 3-D Content Mapping!

5. Top Content Challenges!
0#
1%#
7%#
12%#
42%# Engaging
content
Enough
content
18%#
Budget
Lack
of
exec
buy-­‐in
Content
variety
License
budget
20%#
B2B Content Marketing: 2012 Benchmarks, Budgets and Trends Profs/Content Marketing Institute #

6. Identified Content Challenges!
• 56% of B2B marketers cite "time and bandwidth" as their biggest challenge
to creating content, and 53% cite producing truly engaging content.#
• 94% of B2B marketers create new content from scratch, 39% curate third-
party content, 32% reuse existing content, and just 30% encourage user-
generated content.#
• Top performance metrics for content marketers include Web traffic (64%),
content views and downloads (59%), lead quantity (52%), and lead quality
(52%).#
• Only 26% of B2B marketers are actively creating content to feed their
marketing automation campaign; 56% do not use marketing automation at
all.#

7. Defining 3-D Content!
3 Main Components:#
1 Mapping
to
pain
point
2 Mapping appropriate content
3 Mapping to buy cycle

8. Pain Points Uncovered!
• Develop personas#
• Key Questions#
Who What Why

9. Completed Buyer Persona!
“I
have
3
concerns
when
I
sit
down
at
my
desk:
‘what’s
our
cash
flow?’
‘what
is
revenue/customer?’
and
‘how
efficient
is
our
plant
running?’”
Brad
the
CFO
Age:
45
Educa4on:
Bachelor’s
(Finance)
with
most
likely
an
MBA
About Brad Goals Words-phrases that Objections
resonate
• Reports to CEO • Efficiency • Cost too much
• Has financial responsibility for firm • Less expenses • ROI • Burdensome
• Spends too much time on • Proven ROI • Proven implementation
• Better financial • Financially stable
compliance/risk mitigation/SOX
ratios • Integrated
• Must see fast ROI
CFO Message Influencers Proof Points
• “Our plant solutions can bring • Peers • Avg.20%
immediate ROI through reduced • Case studies with decrease in
inventory.” ROI inventory
• Current clients • 30% less waste
• “We enhance compliance through
• Analyst firms
advanced reporting.”

10. Top Persona-Building Methods!
Persona-­‐building
methods
Mining in-house database# 43%#
Customer/prospect survey# 47%#
Sales interviews# 56%#
Customer/prospect interviews# 64%#
0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%#

11. Pain Points Uncovered!
Research comes from anywhere!
• Sales feedback#
• Industry publications / reports#

12. Pain Points Uncovered!
If you can’t find it, create your own!
• Conduct industry surveys#
• Survey your database#

13. Buy Cycle Integrated!
Now that we know who they are, it’s time to determine
where they are in the buy cycle:!
Awareness: Window shopping.
Discovery: Browsing.
Validation: Comparing.

14. Call-to-Action / Content!
To be effective, content must be:!
• Relevant#
• Varied#
• Personal#
Emails with a mix of Product comparisons,
• Fresh# industry and product info info, offers
Industry white papers, Case studies, Post-sales communication,
educational material other validation info user newsletter

15. Why Variety Is Critical!
Content type utilized during business search!
Podcast#
Presentation#
Infographic#
Video#
E-book#
Blog post#
Case study#
Webinar#
White paper#
0%# 20%# 40%# 60%# 80%# 100%#
Source: DemandGen Report, Content Preference Survey#

16. Reuse!

17. Reuse!
Start with a white paper, run a podcast, create a video!

18. Reuse!
Partner with an analyst, run a webinar, highlight in a collateral piece!

19. Curate (Borrow)!
Content Curation - is a term that describes the act of finding, grouping,
organizing or sharing the best and most relevant content on a
specific issue. # #
# # – Courtesy of Rohit Bhargava, Influential Marketing blog!
!
Five Curation Models:#
1. Aggregation – “Top five tips for success”#
2. Distillation – shorten and simplify#
3. Elevation – spot trends from other material#
4. Mashup – pulling together items to create new POV#
5. Chronology – Pulling together timeline to show trends#

20. Curation Tips!
• Know your market (have we said that before?)#
• Always be searching#
• Look for the unusual#
• Don’t forget to attribute #
• Commercial tools are available (Curata)#
• Don’t overlook Google alerts, RSS feeds, LinkedIn discussions, etc.#

21. Curation Tips!
• Know your market (have we said that before?)#
• Always be searching#
• Look for the unusual#
• Don’t forget to attribute #
• Commercial tools are available (Curata)#
• Don’t overlook Google alerts, RSS feeds, LinkedIn discussions, etc.#

22. Put It All Into Action!
Well-mapped content can feed highly effective drip marketing programs!
Industry Industry Industry Industry Industry
Awareness White Paper
Response
Webinar
Response
White Paper
Response
Webinar
Response
Podcast
Response
N N N N
Y Y Y Y
Technical Product Technical
Discovery Response Response Response Return to Pool
White Paper Case Study White Paper
N N N
Y Y Y
Vendor Product Product
Validation Video
Response
Datasheet
Response
Case Study
Response
N N N
Y Y Y
Offer/
Sales

23. Prospect Drip Program!
10%
Response
Rate
20-­‐30%
Response
Rate
40+%
Response
Rate

24. Where To Start!
1 Hope is not a strategy – build a plan
2 Enlist all sources
3 Be realistic with budgets and timelines
4 Test, test, test – and then test again

25. Questions!

26. Contact Info!
Micky Long !
Vice President & Practice Director - Lead Nurturing
Arketi Group
mlong@arkeL.com
@mlong1
#
#
#
#
#
Pardot™, An ExactTarget® Company
950 East Paces Ferry Road, Suite 300, Atlanta, Georgia 30326#
404.492.6845 | 877.3B2B.ROI | www.pardot.com!