don draper's 3 rules of content marketing

DON’S3RULES!For Content Marketing!

Is your CONTENTSTRATEGY optimized for 2013 or for 1963?!!

Many marketing strategies are still stuck in the era of MADMEN and DONDRAPER.!!

Everything about marketing has changed.!!

Or has it?!!Don – but not many of his peers – could add value today.!!

RULE#1!“Success comes from standing out, not fitting in.”!

Most marketing strategies are focused on FITTINGIN.!!

They are still designed for the era of mass ONE-TO-MANY communications..!!

Mass marketing! Relationship selling!

The old world of sales and marketing.!

Suspects! Prospects! Leads! Opportunities!

ID needs through market research and focus groups!

Find prospects via mass marketing!

Qualify prospects and build relationship through pain point questioning!

Propose solutions to address pain points!

Focus: Let me tell you about our products.!

Is this what your organization’s CONTENTSTRATEGY looks like?!!

1.  Go to great big TRADESHOW and get a 10x10 somewhere.!

2.  Send “suspects” a CASESTUDY or a PRODUCTSHEET to generate leads.!

3.  Do a WHITEPAPER. Once. See #2 for distribution.!

4.  Send out lots of EMAIL to people you don’t know and invite them to a product-demo WEBINAR.!

“Johnson! Get me some visibility!”!

“Ever wonder why most B2B marketing is so !GAWDAWFUL? The reason: most B2B marketers wrongly believe that B2BPRODUCTS in the 21st century should be marketed the way that consumer products were marketed in the 20th century. Unfortunately, what made Coke and Nike successful doesn’t work…”!!--Geoffrey James, Why Your B2B Marketing is So Lousy!!

RULE#2!“People tell you who they are, but we ignore it because we want them to be who WE want them to be.”!

The landscape has changed, but many companies are hoping it will magically change back.!!

It won’t.!!Here’s what has changed…!!

Source:  Sirius  Decisions  Source:  Sirius  Decisions  

Source: Sirius Decisions!

FOURCHANGES!The  Buyer’s  Journey  is  what  counts.  

Understanding  buying  roles  and  stages  cri2cal.  

The  technology  has  changed.  In-­‐bound  marke2ng,  nurturing,  mul2-­‐touch,  automa2on.  

Exploding  op:ons  for  content  delivery.  Videos,  podcasts,  blogs,  Twi>er,  e-­‐books,  LinkedIn.  

Thought  leadership  counts.  It’s  more  than  selling.  

1!2!3!4!

Content marketing! Challenger selling!

The new world of sales and marketing.!

Suspects! Prospects! Leads! Opportunities!

ID needs through analytics and social interaction!

Find prospects by providing content tied to their needs!

Challenge prospects by telling them something they don’t know!

Use this relationship to position your solution!

Focus: Let me educate you about how to improve your business.!

Source:  Sirius  Decisions  Source:  Sirius  Decisions  

Source: From Content to Customer, by Joe Chernov and Elle Wioulfe !

FOURTYPES of content!SUSPECTS  

They  want  what  you  know,  NOT  what  you  sell.  

PROSPECTS  They  want  content  directly  related  to  their  interests.  

LEADS  They  want  content  that  addresses  their  business  pain.  

OPPORTUNITIES  They  want  content  that  reduces  their  risk.  

1!2!3!4!

Source:  Sirius  Decisions  Source:  Sirius  Decisions  

Source: From Content to Customer, by Joe Chernov and Elle Wioulfe !

FOURTYPES of content!SUSPECTS  -­‐-­‐  infographics,  non-­‐demo-­‐y  videos,  curated  lists  and  people,  infotainment  

PROSPECTS  -­‐-­‐  e-­‐books,  guides,  chapters  from  physical  books,  analyst  reports,  webinars  

LEADS  -­‐-­‐  White  papers,  case  studies,  demo  videos,  product  comparisons  

OPPORTUNITIES  -­‐-­‐  ROI  calculators,  pricing  sheets,  RFP  generators  

1!2!3!4!

BYTHEWAY…!

They want their content in multiple formats, on multiple devices, where and when THEY want it, and in the context of their particular job role.!!

The New World of Sales and Marketing!Old! New!

Mass marketing! Content marketing!

Relationship selling! Challenger selling!

Focus groups! Analytics!

One-to-many! One-to-one!

Trade shows! Niched conferences!

Sales presentations that describe YOU! Sales presentations that educate THEM!

Single use analyst white papers! Multi-use content assets!

Product leadership! Thought leadership!

Mass e-mail! Segmented and automated drip campaigns!

Print or print-like delivery! Videos, podcasts, blogs, ebooks!

RULE#3!“Maybe I’m not as comfortable being as powerless as you are.”!

You will go broke trying to populate these “three-dimensional” content needs (role, stage, delivery vehicle) in the way you’ve always done it – by paying top dollar for individually commissioned outsourced custom pieces of content or by thinking that “somebody” internally will do it.!!And it will often wind up too “sales-y.”!

CONTENTBEAST!Beware the CONTENTBEAST.!!If you continue down the old path of commissioning custom assets, the volume and variety of content you need to be effective will consume you.!!You need to think CONFIGURATION and REPURPOSING not CUSTOMIZATION.!!

FINALNOTE!Don’t make this mistake with your content marketing strategy…!!“I keep going to a lot of places and ending up somewhere I’ve already been.”!!CONFIGURE existing assets, don’t CUSTOMIZE.!

MOREINFO!John Mancini!!johnmancini@AIIM.org!@jmancini77!!