content marketing planning for high impact product launches
Post on 13-Sep-2014
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Product Camp Austin 10 presentation by David MooreTRANSCRIPT
[email protected] @Dave_Marketing
Content Marketing Planning for High-Impact Product Launches
David MooreDemand Generation Manager
www.linkedin.com/in/bigwavemarketing/
[email protected] @Dave_Marketing
What is Content Marketing?Marketing that involves the creation and sharing of media and publishing content in order to acquire customers. (From Wikipedia)
WebinarsVideosWhitepapersBooks/e-BooksBlogsHow-To DocumentsCase StudiesTestimonialsFAQ’sCatalogs
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Quick Case Study: Workplace Answers1. Purchased a list of prospects that match our
target market2. Implemented SEO & PPC plan to increase
visibility3. High level webinar by a leading SME
Email invitations and remindersPolling questions to discover pain points
4. Use lead grading & poll answers to: Send qualified leads to sales Put Non-Qualified leads in drip campaign
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Quick Case Study: Workplace Answers6. Post-webinar whitepaper to registrants
Demo request form on page Ways to solve prospect’s pain points
7. Online product demo’s 8. Case studies & testimonials9. Customizable sales pitch deck
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Did it Work?Email database increased 450%Monthly website traffic increased 300%Lead flow increased: 900%Sales cycle shortened from over 90 days to
under 60
Lots of challenges along the wayDid not happen overnight
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Define Your Target MarketWho will influence or make
buying decision What are their pain pointsHow can your product solve
these pain pointsWhat are key product
featuresIdentify industry thought
leaders
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Content Planning
Different content is relevant at different times
Goals and targeted outcomes differ at each stage
Push the prospect toward buying decision
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Building AwarenessPurpose Content ToolsCast a wide netDrive new traffic to
website/storeBuild a database of
potential customers
Email/ Direct MarketingSEO & PPCTraditional AdvertisingPartnerships w/ Industry
LeadersPress ReleasesSocial Media
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Sharing KnowledgePurpose Provide valuable info but don’t spill all your candyBe seen as an a valuable resourceDrive repeat visitsDevelop loyal following
Content ToolsNewslettersGeneral topic webinarsShort WhitepapersSocial Shares
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Getting ConsiderationPurpose Content ToolsRaise interest levelGenerate qualified leadsDemonstrate benefits
more than features
Client TestimonialsTargeted Case StudiesProduct Demonstrations
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Finally… SelectionDirect Contact From SalesMore detailed informationLonger and more technical
Content ToolsCompetitor comparisonsTechnical whitepapersSales pitch Decks
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Making it All Come TogetherGet the Right Tools
A Good, Coordinate TeamSoftware Solutions
Clear Campaign Outlines for SalesWho, What, When, Where & WhyTalking Points
Feedback from Marketing & SalesRemoval of Poor Performing ContentAddition of New Content Improvement of ProcessesNew Product Ideas
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Potential ChallengesEnsuring brand consistencyTime and resource constraintsTransfer of information
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Additional ResourcesMarketingProfsMarketing Sherpa Content Marketing InstituteThe Content StrategistCopyblogerMarketing Automation Companies
PardotEloqua
HubspotMarketo