content nirvana for b2b product startups
TRANSCRIPT
Content Marketing for
B2B Startups
Perspectives on Content that Converts
Credits to Ardath Albee, Doug Kessler, Social Sprout, Linkedin, Slideshare etc…..
Content Produced in a Day
@ChristiaanWLstg #CSForum14
144,800,000 e-mails
800,000 websites
1,200,000 WordPress
500,000,000 Tweets
4,000,000,000 Facebook updates
Content
@ChristiaanWLstg #CSForum14
Impossible Handshake
organisations perspective of customer want
customer perspective of
their needs
It’s about them…
• Buying is emotional rationalized logically
• Buyer’s trust those who consistently empathize
• Sensitivity to prospect context (unique goals, jobs, problems and challenges) is an authentic manifestation of empathy
Context
Persona – Accomplished Professional
• Works for an established organization in retail/manufacturing with a revenue > $1.5 mn
• Multi Functional leader potentially VP – Operations/Facilities & Administration/Technical Operations
• Accomplished Professional with extensive Field Management (10+ to 15 Years) experience well versed in Professional Business Management
• A seasoned task executor reporting to COO/President/ Operations Instigating Operational Heads/Directors towards excellence
• Very adept at getting work done and providing thought leadership. Collaborates with Finance/Projects heads for cross functional collaboration
Persona – Accomplished Professional
• Highly competitive individual motivated by profit and prestige. Demonstrates a commanding demeanor. Values integrity and consistency as core values to guide him.
• Has a core purpose to improve everything and envisions an accountable team and optimized environment. Has twin goals of profit and process improvement
• Very Busy at work. Experienced in usage of standard technology applications to complete work.
• Restricted by regulations and organizational approval mechanisms. Is able to approve small budgets. Trusts established vendors for purchase.
• Has functional targets to reduced 2% of IT infrastructure. Focuses on time, quality and cost to achieve those targets.
Persona – Accomplished Professional
• Puzzled by Variation in spending across similar facilities, deterioration in Production volume throughput, effective Process Adherence, effective Execution and unnecessary Operational(energy) Penalties.
• Challenged by process Non Compliance, unavailability of critical information and proper escalation mechanism to control downtime and productivity loss.
• Is Forced to spend on multiple sources of energy, supervising Irresponsible manpower and oversee abuse of facilities.
• He is enduring scarcity of Instant Information, scarcity of Verifiable long term information and inadequacy of effective tools to achieve the desired outcomes.
Persona – Accomplished Professional
• Actively seeking information to reduce human dependency, human errors and unreliable data.
• Requires expert advice / best practice to manage operations, quality compliance and control production cost.
• Priority spending needs restrict his ability to invest in progressive solutions. Needs support information to convince his senior management to approve long term solutions.
• In the absence of such helps resorts to using manual ledgers and logs. He also depends on his internal team to find some solution
• He trusts references, Industry Peers, Case- Studies of product used in similar situation as his and Industrial Body recognition for alternative selection considerations
Persona to Customer Transition
Status Quo
Priority Shift
Research Options Step Back Validation Choice
Day in Life
Furthering Career
Leadership Confidence
Risks & Politics
Stakeholder Demands
Operational Sustainability
Initiatives
We are one of the many vying for attention in
our audiences tight schedule. Hmmm..hell a lot
to do.
Content Formula
Content
Niche
Transmission
Planned
Money
Flowing
Content Goals
BuzzingGluingLuring
Content Purpose
Choice
• Will this company deliver maximum value at minimum risk?
Validation
• What information will get me buy in ?
Step Back
• What alternatives are available ?
Options
• What best practices are available ?
Research
• What should I know to bring change ?
Priority Shift
• What is the consequence of not acting ?
Status Quo
• Why Should I care ?
Luring Gluing Buzzing
Content Challenge
Web & Content
Money & Power
Tech & Talent
BandwidthSticky Ideas
Orientation
Repetition &
Discovery
Content Challenge
• Trillion Web Pages
• More Content than Consumer
• Making sense to consumers and computers
• Big Brands spend big $ for content
• Big storytelling canvas
• Requires multi skilled and dynamic people
• Vast tech needs in design, testing, optimization, media, programming, promotion
Content Challenge
• Small firms, small teams and big work
• Ability to identify a bucket list of macro and micro ideas
• Empathizing with consumer
• Ability to present it in a engaging format
• Uniqueness and avoiding duplication
• Ability to lengthen the life of content
• Ability to ensure top of discovery
A chronic experimenter, surviving
entrepreneur and accidental academic. Ex
Accenture, Alcatel-Lucent,WIPRO etc..
https://in.linkedin.com/in/blueocean
http://www.slideshare.net/athick2
Reach me: [email protected]
+919884500933
We can help B2B startups get started with
marketing and sales through hands-on
training.
Reach out to us [email protected]
Ab
ou
t M
E
Impactful Approach 101
6 Factors for Content Success
Relevance
Authority
Social Proof & Sharing
Subscribers & Influencers
Distribution
Branding
Content Success Factors
• Buyer Persona
• Buying Stages
• Day to Day Activities
Relevancy
• Industry Trends
• Pain, Problems ,Limitations & Solutions
Authority• Competitive
Approach
• Data Infographic Stories
Social Proof & Sharing
Content Success Factors
• Risks & Mitigation
• Business Case & ROI
• Life cycle Perspective
Influencers
• Right Channels
• Content Promotion
• Word of Mouth
Distribution• Customer Success
• Benefits Achievement
• Social Conversation
Branding
Tools of Trade
Device
Frequency
Timing
Geography
Source
Network
Calendar
Considerations
Device that resonates
• Laptop
• Tablets
• Smartphones
Frequency that Works
• How many tweets?, blogs?, Webinars?, Comments?, Videos?, Whitepapers?, Case-Studies?....
Timing that Clicks
• Work
• Commute
• Home
• Week Days
• Week Ends
• Special Occasions
• Time of Day
Geography that Wins
• Language
• Passions
• Interests
• Mediums
• Formats
Generating Source
• User
• Employee
• Company
• Partner
• Journalist
Network
• LinkedIn, Twitter,
• Product Hunt, Hacker News
• Pinterest, Facebook, Instagram, Google+, YouTube
• Vertical Channels
Rules to Remember
RULE 1
• Relevant to the right audience at an impactful hour leveraging appropriate
channel
RULE 2
• Talk about every possible unit(question, idea, problem..) of ecosystem other
than..
RULE 3
• Not all contents are created equal. Leverage and amplify user involvement
RULE 4
• Distribution is key. Publish, Publish, Refine, Re-Publish Everywhere ……….
RULE 5
• Make it easy to share. Reward Loyalty…
Rule 6
• Be transparent, self-critical, vulnerable, opportunistic and conversational
Rule 7
• Involve the full company. Thou shall be insanely honest
Rule 8
• Never forget a call to action. Build a community
Rule 9
• Listen, Baseline, Measure, De-Brief
Rule 10
• Never Fudge Rules 1 to 9.
We can help B2B startups get started with
marketing and sales through hands-on
training.
Reach out to us [email protected]
Ab
ou
t U
S
Topics we can assist
1. Marketing Project Plan
2. Strategic Marketing Plan
3. Product Persona Development
4. Prospect Persona Development
5. Content Strategy Development
6. Content and Distribution Plan
7. Content Promotion
We can deliver cost effective training and
coaching