This document discusses how to improve content marketing through a journey-based approach. It notes that there is currently a problem of content glut, with most content going unused. The document advocates mapping out customer journeys and personas and identifying the specific content needs at each stage. It recommends conducting a content gap analysis to determine what content is missing and should be prioritized. This analysis will show what existing content should be modified or deleted. The result is a content strategy tailored to individual customer journeys and personas that more effectively meets customer needs.

1. Content Strategy That
Converts
Chris&ne
Crandell
©
2014
NBS
Consul0ng
Group,
Inc.
|
Tel:
415.309.7017
©
2014
NBS
Consul0ng
Group,
Inc.
|
Tel:
415.309.7017

2. Who
we
are..
We
help
companies
turn
customer
experience
into
their
biggest
sales
and
brand
differen8ator.
ChrisCrandell
#cxinnovator
|
www.newbizs.com
|
©
2014
NBS
Consul0ng
Group,
Inc.
|
Tel:
415.309.7017

3. The
Problem
with
Content
Glut..
• 27,000,000
pieces
of
content
are
shared
each
day
–
AOL/Nielsen
• 30%
of
B2B
marke8ng
budget
is
dedicated
to
content
marke0ng
–
CMI/Marke&ngProfs
• 60-­‐70%
of
B2B
marke0ng
content
goes
unused
-­‐
Sirius
Decisions
• 0.5%
of
websites’
content
drive
90%
of
traffic
–
InboundWriter
• 3
biggest
B2B
buyer
complaints
are
that
vendor
content
is
self-­‐serving,
non-­‐substan0ve,
and
too
hard
to
access
–
Social
Media
Today
ChrisCrandell
#cxinnovator
|
www.newbizs.com
|
©
2014
NBS
Consul0ng
Group,
Inc.
|
Tel:
415.309.7017

4. Journey-­‐Based
Content
ROI..
100%
50%
50%
+
INCREASE IN CONTENT CREDIBILITY
INCREASE IN PIPELINE VELOCITY
DECREASE IN NUMBER OF ASSETS
BRAND PREFERENCE
ChrisCrandell
#cxinnovator
|
www.newbizs.com
|
©
2014
NBS
Consul0ng
Group,
Inc.
|
Tel:
415.309.7017

5. CraPing
Journey
Maps…
Sellers’
Compass™
ChrisCrandell
#cxinnovator
|
www.newbizs.com
|
©
2013
NBS
Consul0ng
Group,
Inc.
|
Tel:
415.309.7017
©
014

6. How
to
Fix
Content
Glut…
1. Complete
buyers’
journey
by
segment
and
persona.
2. Iden0fy
each
specific
type
of
content
the
buyer
sought,
channels
used,
and
intended
to
use
the
content.
3. Develop
a
comprehensive
inventory
of
all
the
content
including
soW
and
hard
copy
assets.
4. Conduct
content
gap
analysis
that
compares
the
content
buyers’
sought
at
each
journey
step
with
your
content
inventory.
5. If
you
have
gaps
in
your
journey
informa0on,
re-­‐
interview
customers
or
conduct
focus
groups
or
surveys.
ChrisCrandell
#cxinnovator
|
www.newbizs.com
|
©
2014
NBS
Consul0ng
Group,
Inc.
|
Tel:
415.309.7017

7. Gap
Analysis
Journey
Phase
Step
Descrip8on
Buyer
Content
Sought
•
•
Evaluate
1st
Short
List
of
Vendors
•
•
Buyer
Sought
Outcome
Feature
/
Objec0ve
func0on
comparison
comparison
of
solu0ons
Industry
Analyst
Analyst
ra0ng
of
Report
vendors’
SWOT
Technical
In-­‐depth
White
product
Papers
informa0on
Customer
Case
Studies
Channel
Google
Search
Industry
analyst
websites
&
trade
assoc.
industry
associa0ons
&
social
community
Evidence
of
Social
graph,
post-­‐
Slideshare,
purchase
YouTube
&
experience
Vendor
from
trusted
website
peers
Vendor
Content
Vendor
Channels
Product
Company
informa0on
microsites
Gartner
MQ
Social
Media
Report
and
Vendor
website
Customer
videos
Vendor
Website
ChrisCrandell
#cxinnovator
|
www.newbizs.com
|
©
2014
NBS
Consul0ng
Group,
Inc.
|
Tel:
415.309.7017

8. What
The
Gap
Analysis
Tells
You…
• What’s
missing
by
buyer-­‐persona
and
journey
step.
• What
content
should
be
yours
and
what
should
come
from
customers,
partners,
others.
• Content
that
can
be
deleted
and
which
assets
can
to
modify
and
repurpose.
• The
structure
of
your
content
strategy
at
the
buyer-­‐persona
level
ChrisCrandell
#cxinnovator
|
www.newbizs.com
|
©
2014
NBS
Consul0ng
Group,
Inc.
|
Tel:
415.309.7017

9. Updated
Content
Map…
Journey
Phase
Step
Descrip8on
Buyer
Content
Sought
Buyer
Outcome
Channel
•
Evaluate
•
Technical
White
Papers
•
1st
Short
List
of
Vendors
Industry
Analyst
Report
Customer
Case
Studies
Vendor
Channels
Feature
/
Objec0ve
Google
func0on
comparison
Search
comparison
of
solu0ons
•
Vendor
Content
Product
informa0on
Compe00ve
Comparison
Industry
Gartner
MQ,
analyst
3rd
party
rpt,
websites
&
Customer
trade
assoc.
evalua0ons
Company
microsites,
SEO
&
partner
sites
Analyst
Social
Media
ra0ng
of
&
Vendor
vendors’
website,
&
SWOT
Industry
groups
In-­‐depth
industry
In-­‐depth
SEO,
trade
product
associa0ons
tech
archit.
&
industry
informa0on
&
social
Papers
sites,
LI,
community
(gated)
website
Evidence
of
Social
graph,
Customer
Vendor
post-­‐
Slideshare,
videos,
case
Website,
purchase
YouTube
&
studies,
YouTube,
LI,
experience
Vendor
site
CSAT
scores
Syn.
content
ChrisCrandell
#cxinnovator
|
www.newbizs.com
|
©
2014
NBS
Consul0ng
Group,
Inc.
|
Tel:
415.309.7017

10. Let’s
Take
A
Poll
©
2014
NBS
Consul0ng
Group,
Inc.
|
Tel:
415.309.7017

11. 3
Things
You
Can
Start
Today…
1. Document
journey
maps
– Through
the
lens
of
the
buyer!!
2. Content
Inventory
– Everything
including
webpages
and
ecosystem
material
3. Content
Gap
Analysis
– Be
honest
ChrisCrandell
#cxinnovator
|
www.newbizs.com
|
©
2014
NBS
Consul0ng
Group,
Inc.
|
Tel:
415.309.7017

12. 5
Rules
of
Content
Marke8ng..
1. Don’t
launch
content
un0l
you
have
a
one
full
cycle
of
buyer’s
journey
content
ready.
2. Capture
your
prospect’s
a_en8on,
no
majer
where
they
are
in
the
buyer’s
journey.
3. Learn
from
each
prospect’s
interac8on
and
segment
them
appropriately.
4. Content
marke8ng
is
an
ongoing
conversa8on,
not
a
linear
dialogue.
5. Be
a
trusted
advisor,
not
a
salesperson.
Jason Kiselstein, Dec 2013
ChrisCrandell
#cxinnovator
|
www.newbizs.com
|
©
2014
NBS
Consul0ng
Group,
Inc.
|
Tel:
415.309.7017

13. Our
Proven
results…
<90
100%
40%
DAYS TO PAYBACK
INCREASE IN CAMPAIGN RESULTS
INCREASE IN MARKETING ROI
30%
INCREASE IN SALES ACCEPTED LEADS
20%
INCREASE IN REVENUE
+
ALIGNS SALES AND MARKETING
ChrisCrandell
#cxinnovator
|
www.newbizs.com
|
©
2014
NBS
Consul0ng
Group,
Inc.
|
Tel:
415.309.7017

14. Who
we
are
…
New
Business
Strategies
help
define
and
implement
prac8ces
that
turn
customer
experience
into
your
biggest
sales
and
brand
differen8ator.
• Customer
experience
and
strategy
consul0ng
firm
contributed
$2.7B
in
client
value.
• Proprietary
Sellers’
Compass™
methodology
for
defining
and
implemen0ng
customer
experience.
• 99.5%
Client
sa0sfac0on
score
• Prac0cal
advice,
tools,
and
training
to
sustain
success.
Resources:
• www.newbizs.com
• DemandMetric.com
“How
To”
Guide:
“Developing
Content
Strategy
from
Journey
experience
and
strategy
• Customer
Maps”
• consul0ng
firm
contributed
$2.7B
in
Forbes:
blogs.forbes.com/
chris0necrandell
client
value.
• CMSWire:
www.cmswire.com/author/
chris0ne-­‐crandell/
• HuffPo:
www.huffingtonpost.com/
chris0ne-­‐crandell/
ChrisCrandell
#cxinnovator
|
www.newbizs.com
|
©
2014
NBS
Consul0ng
Group,
Inc.
|
Tel:
415.309.7017

15. Questions
Next
Webinar
is
on:
• March
27th
at
10:30am
PT
• Topic
is
Journey-­‐based
Nurture
Campaigns
ChrisCrandell
#cxinnovator
|
www.newbizs.com
|
©
2014
NBS
Consul0ng
Group,
Inc.
|
Tel:
415.309.7017