Learn how 3-D content mapping helps you create a thorough content marketing plan. Learn about: - Message types, including persona identification - Implementation of marketing content resources - Getting the most from your content resource efforts

1. Establishing
a
Solid
Content
Crea4on
Plan
with
3-­‐D
Content
Mapping
Presented
by:
Micky
Long,
Vice
President,
Arke4
Group
August
30,
2012

2. Speaker
• Micky
Long,
Vice
President,
Arke4
Group
2

3. Agenda
• Introduc4ons
• 3-­‐D
Content
Mapping
• Message
Types
• Simple
Campaigns
• Ques4ons
3

4. 3-­‐D
Content
Mapping
Micky
Long,
Arke<
Group

5. Defining
3-­‐D
Content
Mapping
Three
main
components:
1 Mapping
to
pain
point
2 Mapping appropriate content
3 Mapping to buy cycle
5

6. Pain
Points
Uncovered
• Develop
personas
• Key
Ques4ons
Who What Why
6

7. 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 Objections
• Reports to CEO • Efficiency that resonate • Cost too much
• Has financial responsibility for firm • Less expenses • ROI • Burdensome
• Spends too much time on compliance/ • Proven ROI • Proven implementati
risk mitigation/SOX • Better • Financially on
• Must see fast ROI financial stable
ratios • Integrated
CFO Message Influencers Proof Points
• “Our plant solutions can bring • Peers • Avg.20%
immediate ROI through reduced • Case studies decrease in
inventory.” with ROI inventory
• “We enhance compliance through • Current • 30% less
advanced reporting.” clients waste
• Analyst firms
7

8. Persona
Outline
John
Doyle
“Delivering
high
service
levels
and
suppor4ng
cost
effec4ve
growth
CIO
are
key.”
“The
business
is
moving
faster
than
IT
can
support
it.”
Other
Titles:
Goals:
• VP
Informa4on
Systems,
CTO
• Lower
cost
of
delivery,
business
innova4on
and
increased
services
Challenges:
capabili4es
• Business
units
making
requests
faster
Solu<on
Value
Drivers:
than
IT
can
deliver
• Fast
onboarding
Costs:
• Inventory
visibility
• License
so]ware
maintenance
fees
and
configuring
legacy
systems
8

9. Persona Outline
Persona
Outline
Brian
May
“Current
cost
of
delivery
and
skills
required
for
the
current
solu4ons
is
Director
of
unmanageable.”
Opera4ons
“Our
current
vendor
con4nues
to
raise
maintenance.”
“I
need
to
understand
how
we
are
performing
for
our
Lines
of
Business.”
Other
Titles:
Goals:
• COO,
VP/Dir.
Opera4ons
• Efficient
processes
Challenges:
• Reduce
cost
• Escala4ng
material/labor
costs
• Simplify
process
• Supply
chain
issues
Solu<on
Value
Drivers:
• Vendor
management
issues
• Save
4me
• Outmoded
business
processes
• Save
money
Costs:
• Improve
opera4ons
• People,
materials,
outsourced
services
• Implement
best
prac4ces
9

10. Pain
Points
Uncovered
Research
comes
from
anywhere
• Sales
feedback
• Industry
publica4ons
/
reports
10

11. Pain
Points
Uncovered
If
you
can’t
find
it,
create
your
own
• Conduct
industry
surveys
• Survey
your
database
11

12. Buy
Cycle
Integrated
Now
that
we
know
who
they
are,
it’s
<me
to
determine
where
they
are
in
the
buy
cycle:
Awareness: Window shopping.
Discovery: Browsing.
Validation: Comparing.
12

13. Call-­‐to-­‐Ac<on
/
Content
To
be
effec<ve,
content
must
be:
• Relevant
• Varied
• Personal
Emails with a mix of Product comparisons,
industry and product info price info, offers
• Fresh
Industry white papers, Case studies, Post-sales communication,
educational material other validation info user newsletter
13

14. Reuse
14

15. Reuse
Start
with
a
white
paper,
run
a
podcast,
create
a
video
15

16. Reuse
Partner
with
an
analyst,
run
a
webinar,
highlight
in
a
collateral
piece
16

17. Curate
(Borrow)
Content
Cura<on
-­‐
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,
Influen4al
Marke4ng
blog
Five
Cura<on
Models:
1. Aggrega4on
–
“Top
five
4ps
for
success”
2. Dis4lla4on
–
shorten
and
simplify
3. Eleva4on
–
spot
trends
from
other
material
4. Mashup
–
pulling
together
items
to
create
new
POV
5. Chronology
–
Pulling
together
4meline
to
show
trends
17

18. Cura<on
Tips
• Know
your
market
(have
we
said
that
before?)
• Always
be
searching
• Look
for
the
unusual
• Don’t
forget
to
ajribute
• Commercial
tools
are
available
(Curata)
• Don’t
overlook
Google
alerts,
RSS
feeds,
LinkedIn
discussions,
etc.
18

19. Put
It
All
Into
Ac<on
Well-­‐mapped
content
can
feed
highly
effec<ve
drip
marke<ng
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
19

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

21. Ques<ons

22. Contact
Informa<on
Micky
Long
Arke<
Group
Vice
President,
Prac4ce
Director,
Lead
Nurturing
mlong@arke4.com
404-­‐929-­‐0091
ext
214
@mlong1
32