beyond content marketing

BEYOND CONTENT MARKETING

The Power of $$$$$s

SLIDESHARE (AUGUST 2015)

buii=me.com

Cold calling…

…blast emailing

And even old fashioned entertaining!...

Cartoon, or image of someone at dinner.

Yes, people s=ll do this.

…has given way to a more complex (and jumbled) web of Marke=ng Technology...

Email Marke=ng

Aggrega=on

CRM

Ads

ChaTng

SEO ChaTng

Data Lists

Collabora=ng

Landing Pages

Customer Surveys

Loyalty

Cloud

Referrals

Blogging

Loyalty Social Media

Analy=cs

ETC...

Adding in the provider names would make for a seemingly endless

number of Marke=ngTech configura=ons.

PR

Mobile Games

Webinars

Content Development

Automa=on

…where RELEVANT Content delivery is front and center.

Reserved For Content

The CMO…

…or CMT

That’s Chief Marke=ng Technologist, if you

have one.

…or if you’re a small business owner…

YOU

…is faced with the daun=ng task of 1. researching (sor=ng through many providers)

2. acquiring (nego=a=ng with many providers)

3. staffing for (avoiding the weak link) 4. deploying (geTng everything to work together)

5. and op=mizing this

… into some semblance of this…

Marke=ngTech Tool 1

Marke=ngTech Tool 2

Marke=ngTech Tool 3

Marke=ngTech Tool 4

Marke=ngTech Tool …

Content Circles are great for showing how harmonious things can

be, if only they were!

Email&Marke+ng&

Aggrega+on&

CRM&

Ads&

Cha5ng&

SEO&Cha5ng&

Data&Lists&

Collabora+ng&

Landing&Pages&

Customer&Surveys&

Loyalty&

Cloud&

Referrals&

Blogging&

Loyalty&Social&Media&

Analy+cs&

ETC...&

PR&

Mobile& Games&

Webinars&

Content&Development&

Automa+on&

…to Deliver this…

PROSPECT

…to him.

CONTENT

Overwhelming, isn’t it?

OK, Let’s Start From The Beginning!

The Main Goal of Crea=ng and Delivering Content,

by whatever means, … Old School

New School

Content

Marke=ngTech Tool 1

Marke=ngTech Tool 2

Marke=ngTech Tool 3

Marke=ngTech Tool 4


… is to engage a prospect in a MEANINGFUL DISCUSSION about your product/service offering, whether it’s…

There are other reasons to deliver content; building brand awareness, SEO, engagement, reduce acquisi=on

cost, …

On-‐line

In-‐Person

On the phone…

At an event

…which hopefully leads to a

SALE!

…but none of that mahers unless you sell something! That’s why “driving

sales” is the top reason for developing content!

But it seems these days with the abundance of Marke=ngTech to choose from, there is a lot of jumping through …

Or burning through….

…to see what works!

SO WHAT’S NEXT?

TRY

Dollars!

This is where it gets a liIle wordy.

What?

Every =me a prospect meets with a salesperson, the prospect could have done something else with their =me.

In Econ 101, that’s referred to as an

OPPORTUNITY COST.

What’s the poten=al opportunity cost for a prospect?

Find out, ask them, research it.

Foregone mee=ng with a client. Lost sale.

Personal =me lost.

Less billable hours.

THEN OFFSET IT, and BUY THEIR TIME!

What beher way to meet with a prospect than to Value Their Time!

Don’t take it the wrong way!

Content has it’s place.

But the simple fact is in a compe==ve market, where everyone is inves=ng in, crea=ng and delivering quality Content,

Content is not hard to find.

So how do $ make their way into today’s Marke=ngTech web?

$

$

$

$

$

For a business with an established Marke=ngTech program, $ can be part of it.

Marke=ngTech Tool 1

$ Paid To A Prospect

Marke=ngTech Tool 3

Marke=ngTech Tool 4


Content Prospect Engagement -‐  Mee=ng -‐  Call -‐  Webinar -‐  Conference ahendance -‐  Etc

Prospect Engagement

Or $ can start it.

A streamlined way to prospect, where you know your

marke=ng spend. Simple, and effec=ve for a small business! The content delivered is your solu=on. Think about it!

CRM $ Paid To A

Prospect

Or $ can redefine it!

Content

Prospect Engagement

Marke=ngTech Tool 1

Marke=ngTech Tool 2

Marke=ngTech Tool 3

Marke=ngTech Tool 4


Hey! It’s no longer about prospec=ng for mee=ngs via

Content. It’s about Branding, Adver=sing,

Promo=ng…

Go Direct.

$ Paid To A

Prospect

So it’s not a

match,

but a “What comes next one?”

$ Content vs.

And given that $

-‐ can be directly valued (unlike Content) -‐ can dis=ntermediate the main purpose of Content

-‐ and is a lot easier to figure out…

What’s the “true cost of content”, and how does that translate into a Meaningful discussion with a prospect, and then into a sale? I bet you have to es=mate, or give

a range for this value.

If they had to choose, would a client take your content, or the $

you paid to develop and distribute the content? When it’s mee=ng =me, the truth is, they want to know about your solu=on, not a value add piece! Skip the content, and pay the

prospect. WIN – WIN!

No expensive web of Marke=ngTech to figure out, in hopes to making it

work. $ Work!!!!

…we believe $ will find a seat close to Content, near the front row.

Reserved For Content $

* BuiiTime is a registered trademark of BuiiTime LLC

“The key is in not spending =me, but in inves=ng it." -‐ Stephen R. Covey

“Time is the coin of your life... Be careful lest you let other people spend it for you.” -‐ Carl Sandburg

"Time is really the only capital that any human being has, and the only thing he can’t afford to lose.” -‐ Thomas Edison

BuiiTime (Buy + Time) – Where =me really is $

A few of our favorite quotes

“Remember, =me is money.” -‐ Benjamin Franklin

beyond content marketing

Business