Podcamp Toronto 2013: How to create a content marketing strategy
•
0 j'aime•450 vues
This presentation shows you how to create a content marketing strategy including creating buyer personas, understanding the sales cycle and developing a content road map.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (10)
Similaire à Podcamp Toronto 2013: How to create a content marketing strategy
Similaire à Podcamp Toronto 2013: How to create a content marketing strategy (20)
Dernier
Dernier (20)
Podcamp Toronto 2013: How to create a content marketing strategy
- 1. Create a killer content marketing strategy PodCamp Toronto 2013 Shelley Pringle Feb. 23, 2013
- 3. #PCTO13
- 4. The world is awash in content
- 5. HOW CAN YOU STAND OUT? 1. Create buyer personas 2. Understand the sales cycle 3. Develop relevant content
- 6. WHAT ARE BUYER PERSONAS?
- 7. PIPER PARALEGAL SERVICES “We help small businesses collect outstanding accounts and assist with small claims court when customers don’t pay.”
- 8. INTRODUCING: FRANK, MARY & BILL
- 9. WHY ARE BUYER PERSONAS IMPORTANT?
- 10. SMALL BUSINESSES “When a customer doesn’t pay, that’s money right out of my pocket.”
- 11. BOOK KEEPERS “I want to help my clients collect the money that’s owing to them.”
- 12. ACCOUNTANTS “You can’t run a profitable business if customers don’t pay on time or don’t pay at all.”
- 13. HOW ARE BUYER PERSONAS CREATED?
- 14. CONTACT TRAITS
- 15. COMPANY SIZE
- 17. GEOGRAPHY
- 20. Ask yourself these questions: What problems are they trying to solve? What kind of content do they prefer? Who else influences their decision?
- 21. CREATE PERSONAS FROM THEMES
- 22. Where do you get this information?
- 23. Your leads are at different stages of the sales cycle
- 24. THE SALES FUNNEL MOFU (Middle of BRAND BUILDING Funnel) & EDUCATION NURTURES GENERATES LEADS AWARENESS TOFU SALES (Top of Funnel) CONVERTS ATTRACTS LEADS TO LEADS CUSTOMERS
- 25. HOW PEOPLE BUY
- 26. The same message will NOT work for every every contact
- 27. Top of the Funnel Questions they have: How do I…? What’s the best…? Should I…? How do I address this problem?
- 28. Top of the Funnel Content: How to Guides Best Practice Examples Templates Idea Posts Instructional Videos
- 29. Top of the Funnel Indicators they’re ready to move on: Sign up for a demo Visit your pricing page Download multiple offers Request more info
- 30. Middle of the Funnel Questions they have: How can YOU help? Do I need this? What can I expect? Am I making the right choice? What do I need to consider?
- 31. Middle of the Funnel Content: Case studies Results & analysis Decision tools Demo/Trial
- 32. Middle of the Funnel Indicators they’re ready to move on: Several discussions with sales Decision-makers brought in Final proposal
- 33. Bottom of the Funnel They’re a customer! Repeat purchase Up sell Support Customer feedback Evangelists
- 34. DEVELOP A CONTENT ROAD MAP
- 35. PIPER PARALEGAL SERVICES “We help small businesses collect outstanding accounts from their customers and assist with small claims court when customers don’t pay.”
- 36. RELEVANT CONTENT
- 37. DOWNLOAD OUR FREE TEMPLATE: How to Create Customer Personas http://bit.ly/YIznx2