Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
Developing a Content Strategy • Why and How1
CONTENT FOR
SOCIAL SALES
WHAT AND HOW
2 Developing a Content Strategy • Why and How
3 Developing a Content Strategy • Why and How
Developing a Content Strategy • Why and How44 Developing a Content Strategy • Why and How
01 CURRENT
SITUATION
5 Developing a Content Strategy • Why and How
6 Developing a Content Strategy • Why and How
ATTRACTING NEW B2B BUYERS
V IA NE W MA R KE TING™
54%of B2B buyers begin the...
7 Developing a Content Strategy • Why and How
MAKE ME SMARTER
DRIVERS OF CUSTOMER LOYALTY
0
0.5
1
Percentage
of contributi...
8 Developing a Content Strategy • Why and How
WE NEED TO LISTEN AND LEARN….
9 Developing a Content Strategy • Why and How
KING
51% of B2B marketers are
increasing their spending in
content marketing...
10 Developing a Content Strategy • Why and How10 Developing a Content Strategy • Why and How
02THE CASE FOR A
CONTENT
STRA...
11 Developing a Content Strategy • Why and How
ULTIMATE
EARLY
EARLY
WE DON’T SELL HOW BUYERS BUY™
TYPICAL SALES
PROCESS
SU...
12 Developing a Content Strategy • Why and How
CONTENT ALONG THE BUYER’S JOURNEY
DISRUPTIVE
CUSTOMER
INSIGHTS
STATUS QUO
S...
13 Developing a Content Strategy • Why and How
Buy a list/coldcall
Brochures
Features & benefits
Websites featuringthe
com...
14 Developing a Content Strategy • Why and How
LATE BUYER ENGAGEMENT EPIDEMIC
15 Developing a Content Strategy • Why and How15 Developing a Content Strategy • Why and How
03SUPPORTING
SALES
16 Developing a Content Strategy • Why and How
RESEARCH
Prior to meeting
a prospect
LISTEN
to identify new
opportunities
S...
18 Developing a Content Strategy • Why and How
19 Developing a Content Strategy • Why and How
20 Developing a Content Strategy • Why and How
21 Developing a Content Strategy • Why and How21 Developing a Content Strategy • Why and How
03WHAT’S IN A
CONTENT
STRATEG...
22 Developing a Content Strategy • Why and How
01
Outlineswhat you want
to achieve from your
content program.
02
How you’r...
23 Developing a Content Strategy • Why and How23 Developing a Content Strategy • Why and How
04THE CONTENT
OPPORTUNITY
24 Developing a Content Strategy • Why and How
HOW IS CONTENT MARKETING IN AUSTRALIA?
HOW AUSTRALIAN
MARKETERS RATE THE
EF...
25 Developing a Content Strategy • Why and How
LOOK OUT – THE COMPETITION IS MOVING FORWARD
AUSTRALIAN CONTENT
MARKETING S...
26 Developing a Content Strategy • Why and How26 Developing a Content Strategy • Why and How
06IT’S NOT AS EASY
AS IT SEEMS
27 Developing a Content Strategy • Why and How
SO MANY FORMATS – WHICH ONE WHEN?
Blog posts
Infographics
Video
ArticlesInd...
28 Developing a Content Strategy • Why and How
THERE ARE DIFFERENT CONTENT PRIORITIES
29 Developing a Content Strategy • Why and How
SOCIALLEAD GENERATIONPROGRAM
Target – who,
what, how & why
Build the list I...
30 Developing a Content Strategy • Why and How30 Developing a Content Strategy • Why and How
m. +61 414 878 714
e. brucera...
Content for Social Sales - What and How?
Prochain SlideShare
Chargement dans…5
×

Content for Social Sales - What and How?

Summary slides from Carpe Diem Consulting's Sydney November 2015 seminar. Sales people need "something to say" online - a content strategy is essential, as is a strong personal online brand.

  • Soyez le premier à commenter

  • Soyez le premier à aimer ceci

Content for Social Sales - What and How?

  1. 1. Developing a Content Strategy • Why and How1 CONTENT FOR SOCIAL SALES WHAT AND HOW
  2. 2. 2 Developing a Content Strategy • Why and How
  3. 3. 3 Developing a Content Strategy • Why and How
  4. 4. Developing a Content Strategy • Why and How44 Developing a Content Strategy • Why and How 01 CURRENT SITUATION
  5. 5. 5 Developing a Content Strategy • Why and How
  6. 6. 6 Developing a Content Strategy • Why and How ATTRACTING NEW B2B BUYERS V IA NE W MA R KE TING™ 54%of B2B buyers begin their buying process with informal research about business problems; nearly 80% of the time spent researching is done online (Social Media Today) 46% of B2B buyers start their research with a web search (DemandGen 2014 B2B Buyer Behavior Survey) 65%of IT buyers require at least four pieces of content to make a vendor shortlist (Social Media Today) 40%of B2B buyers say LinkedIn is important when researching technologies and services to purchase; 19% say the same for Twitter (TechTarget) 61%of B2B buyers said they selected vendors who delivered a mix of content that was appropriate for each stage of their buying process (DemandGen 2014 B2B Buyer BehaviorSurvey)
  7. 7. 7 Developing a Content Strategy • Why and How MAKE ME SMARTER DRIVERS OF CUSTOMER LOYALTY 0 0.5 1 Percentage of contribution to customer loyalty Company& brand impact Product & service delivery Value-to- price ratio Sales experience 19% 19% 9% 53% Representative sales drivers of customer loyalty • Rep offers unique, valuable perspectives on the market. • Rep helps me navigate alternatives. • Rep helps me avoid potential landmines. • Rep educates me on new issues and outcomes. • Supplier is easy to buy from. • Supplier has widespread support across my organisation.
  8. 8. 8 Developing a Content Strategy • Why and How WE NEED TO LISTEN AND LEARN….
  9. 9. 9 Developing a Content Strategy • Why and How KING 51% of B2B marketers are increasing their spending in content marketing for 2011* QUEEN Content MUST be aligned to thebuyer’s journey.
  10. 10. 10 Developing a Content Strategy • Why and How10 Developing a Content Strategy • Why and How 02THE CASE FOR A CONTENT STRATEGY
  11. 11. 11 Developing a Content Strategy • Why and How ULTIMATE EARLY EARLY WE DON’T SELL HOW BUYERS BUY™ TYPICAL SALES PROCESS SUSPECT PROSPECT ENGAGE QUALIFY PROPOSE DEFEND CLOSE CHOICE OF 3 CHOICE OF 2 Listen for when Status Quo is shattered SEO, Content, Social Media How can we shatter the Status Quo? LATEBUYER ENGAGEMENT STATUS QUO SHATTERED SEARCH AROUND PROBLEM FRAME PROBLEM & SOLUTION TALK TO PEERS & EXPERTS START ENGAGING PROVIDER CALM PROCUREM’T PROCESS NEW BUYER’S JOURNEY
  12. 12. 12 Developing a Content Strategy • Why and How CONTENT ALONG THE BUYER’S JOURNEY DISRUPTIVE CUSTOMER INSIGHTS STATUS QUO SHATTERED SEARCH AROUND PROBLEM FRAME PROBLEM & SOLUTION TALK TO PEERS & EXPERTS START ENGAGING PROVIDER Step 1 Set the goal Shatter status quo Give hope Be informative and useful Offer solutions and a better way of doing it Appear as “experts” Encourage the sale Step 2 Set your conversion goal Drive people to whitepaper / event Whitepaper download Drive to next landing page on website Subscribe to newsletter Download case study Phone call for more information Step 3 Set your delivery method Social media campaign Email campaign SEO Social media campaign Partner campaign/referral program Website Step 4 Content format Video Whitepaper Top 10 / list How to guide Case studies Benefit brochure Step 5 Content title You’re losing 75% more deals than you need to Improve your wins by 25% Top 10 reasons you’re not generating enough leads How to build a content marketing program How [our customer] transformed their marketing department The core differences in working with Carpe Diem CALM
  13. 13. 13 Developing a Content Strategy • Why and How Buy a list/coldcall Brochures Features & benefits Websites featuringthe company & solutions Interruptive marketing Case studies/testimonials LinkedIn profiles built for recruiters OLD FOCUS Content marketing > Lead nurturing > Social list building > Working with Sales MOST CONTENT IS LATE BUYER ENGAGEMENT™ CALM STATUS QUO SHATTERED SEARCH AROUND PROBLEM FRAME PROBLEM & SOLUTION TALK TO PEERS & EXPERTS START ENGAGING PROVIDERS PROCUREMENT Unique insights researched Early buyer keywords on websites & LinkedIn – foster engagement Social Listening Proactive influencer programs Suggest solutions to common problems NEW FOCUS Present unique insights & provide vision
  14. 14. 14 Developing a Content Strategy • Why and How LATE BUYER ENGAGEMENT EPIDEMIC
  15. 15. 15 Developing a Content Strategy • Why and How15 Developing a Content Strategy • Why and How 03SUPPORTING SALES
  16. 16. 16 Developing a Content Strategy • Why and How RESEARCH Prior to meeting a prospect LISTEN to identify new opportunities SEARCH to identify new prospects LEVERAGE NETWORKS to be introduced to new prospects TRACK prospects and customers to identify opportunities PUBLISH content of interest to display expertise MONITOR job/role changes to identify sales triggers MONITOR competitors
  17. 17. 18 Developing a Content Strategy • Why and How
  18. 18. 19 Developing a Content Strategy • Why and How
  19. 19. 20 Developing a Content Strategy • Why and How
  20. 20. 21 Developing a Content Strategy • Why and How21 Developing a Content Strategy • Why and How 03WHAT’S IN A CONTENT STRATEGY?
  21. 21. 22 Developing a Content Strategy • Why and How 01 Outlineswhat you want to achieve from your content program. 02 How you’re going to do this. 03 How you’re going to measure whetherornot the program is working. HOW INCLUDES • What arethe TOPICS/FORMATSofcontent – for EACH buyer journeystage? • Which BUYER PERSONASis each content item appealing to? • How should each piece of content be DELIVERED? • What ACTION dowe want the content consumers totake? • What areour organisationalPROCESSES around sourcing,delivering and following up content? • What’s the CONTENT CALENDAR that outlines what will happen –by when – and who has responsibility?
  22. 22. 23 Developing a Content Strategy • Why and How23 Developing a Content Strategy • Why and How 04THE CONTENT OPPORTUNITY
  23. 23. 24 Developing a Content Strategy • Why and How HOW IS CONTENT MARKETING IN AUSTRALIA? HOW AUSTRALIAN MARKETERS RATE THE EFFECTIVENESS OF THEIR ORGANISATION’S USE OF CONTENT MARKETING:
  24. 24. 25 Developing a Content Strategy • Why and How LOOK OUT – THE COMPETITION IS MOVING FORWARD AUSTRALIAN CONTENT MARKETING SPENDING (OVER NEXT 12 MONTHS)
  25. 25. 26 Developing a Content Strategy • Why and How26 Developing a Content Strategy • Why and How 06IT’S NOT AS EASY AS IT SEEMS
  26. 26. 27 Developing a Content Strategy • Why and How SO MANY FORMATS – WHICH ONE WHEN? Blog posts Infographics Video ArticlesIndustry reports Whitepapers Events Podcasts ebookWebinars SEO’d landing pages How to Guides Top 10 lists Checklists Cheat sheets Self assessment tools Q & A Case studies Testimonials Referrals “Ask the expert” Free consultation Free review/audit Your website pages Product guides Free trials Fact sheets ROI demonstrator Product demos Sales collateral Insight presentation
  27. 27. 28 Developing a Content Strategy • Why and How THERE ARE DIFFERENT CONTENT PRIORITIES
  28. 28. 29 Developing a Content Strategy • Why and How SOCIALLEAD GENERATIONPROGRAM Target – who, what, how & why Build the list Interests? Issues? Pains? Trends? Content offer Problem solution Qualified lead DIGITAL OFFLINE CONVERSATIONPLAN NON-DIGITAL IDENTIFY RESEARCH APPROACH WITH VALUE PERMISSION AUTOMATE NURTURING Continue and connect Trigger events INDIVIDUAL NURTURE
  29. 29. 30 Developing a Content Strategy • Why and How30 Developing a Content Strategy • Why and How m. +61 414 878 714 e. brucerasmussen@carpe-diem.com.au In. au.linked.com/in/bruceras tw. @bruceras w. carpe-diem.com.au

×