developing an engagement laboratory
TRANSCRIPT
#C2C16
Today’sAgendaExperimentingwithNewContentFormats
BuildingModularContent
TestingandMeasuringOffers
ImprovingConversionwithSalesEnablement
#C2C16
First– Let’sCuttotheObvious
#C2C16
Determiningwhowewanttotalkto…
TheChallenge
#C2C16
Sayingwhatweneedtoinawaythey’llnotice,understand andhopefullytaketheRIGHTaction
#C2C16
Inquick highlydigestibleandENGAGINGbites…
#C2C16
Withsomecombinationofthese
OH - thateveryoneelseisalsosendinginmassamounts…
#C2C16
ToHumansthatHaveOur“FullestAttention”
#C2C16
WorkingwithNewContentFormats
#C2C16
TheFourCriticalQuestions:§ Isitengaging?§ Doestheformatmakesensewiththecontent?
§ Doesitallowmetotellmoreofmystoryatonce?
§ Isitagoodinvestment?
WhenConsideringNewFormats…
Orriskbuildingthepuppy-monkey-babyofcontent!
#C2C16
TheInfographic
=
§ Eye-catching§ Easytounderstand
§ Makecontentdigestible
§ …butoftenlackabilitytotrackengagement
#C2C16
TheNEWInfographic
=
§ Bringsthebenefitsofthelayout
§ Addsinteractiontoincreaseinterest
§ Dynamicallybuildsthestorytoincreaseengagement
#C2C16
TheBESTInfographics
=
§ Bringthebenefitsofthelayout
§ Addinteractionanddynamicstorytelling
§ Integratemultipleformatstotakethestoryfurther
#C2C16
ModularContent
#C2C16
TwoApproachestoModularContentDIVISIBLECONTENT
• Longer,morein-depthpiece
• Sub-dividedintosmallersections
• Eachsectioncanstandonitsown
#C2C16
DivisibleContent:Why&How• IncreaseROI• Worksinacrunch• Reacttometricsorinsightsthatindicateaudience
engagement
IdentifyContent
FindHot-Spots
AssessMessages
DecideFormats
Produce&Amplify
#C2C16
DivisibleContentInAction
§ eBlast toSMBs§ Goal:Breakdownadauntingtaskintosomethingmanageable
§ 565uniquereaders;1:13perpage
#C2C16
DivisibleContentinAction
#C2C16
DivisibleContentinAction
§ Definetransactional
§ Definerelationship
§ J.C.PennyExample
§ StarbucksExample
#C2C16
DivisibleContentinAction§ CanIaffordit?
§ Doesitbringclaritytothestory?
§ Hasmyaudienceengagedwithitelsewhereorwithininmyothercontent?
§ Whatdobenchmarkstellus?
#C2C16
DivisibleContentinActionVideo -Seriesof7
SuccessStories–Seriesof5
7DayBlogSeries
#C2C16
TwoApproachestoModularContentADDITIVECONTENT
• Smallerpieces,oftensimilarformats
• Combinedintoalargerproject
• Worktogethertotellabrandstory
#C2C16
AdditiveContent:Why&How• IncreaseROI• Worksevenbetterinacrunch• Eveneasiertoreacttometricsorinsightsthat
indicateaudienceengagement(ex:socialgems)
IdentifyContent
FindThemes
PickaFormat
CloseGaps
Produce&Amplify
#C2C16
AdditiveContentInAction
#C2C16
AdditiveContentInAction
#C2C16
AdditiveContentInAction
BlogsArticlesTweets
CombinationstoConsider:
eBooksCuratedContentInfographics
#C2C16
1
AdditiveContentInAction
Definefortheaudiencewhythesethingsgotogether
2 Createanymissingcontent:
#C2C16
AdditiveContentInAction
#C2C16
TestingandMeasuringDifferentOffers
#C2C16
YourIdeaFeltLikeThisbeforelaunching…
#C2C16
ButExecutedLikeThis…Howdoweavoid?
#C2C16
Testing§ A/B
§ Subjectlines
§ Copy§ Ads§ Target
§ Timing
#C2C16
GoToYourAudienceUsingSearchHistory
§ Scientific– less“gut”
§ Andhelpscheckthe“gut”
#C2C16
GoToSales
#C2C16
SalesEnablement
#C2C16
WhatisSalesEnablement
https://www.td.org/Publications/Blogs/Sales-Enablement-Blog/2014/08/Defining-Sales-Enablement
Isit:§ Coaching/training?§ Onboarding?§ ContentCreation?§ Performing
Analysis?§ BasicSalesTraining?
#C2C16
Ourbrakepadsarereallycool!
I’djustliketoadd,thespectrometerreadoutonthenickelcadmiumalloymix…
HowSalesThinks
MarketingSells
HowMarketingThinksSales
Sells
#C2C16
FiguringOutSales…GototheirpointofGravity
SalesPrepKits
One-stop-shopforsalesenablement:
SharedPRIORtocontentpiecebeingsent
One-sheetsummaryofentirecontentpiece
Tipsfordiscussingcontentwithclients
Archiveofpreviousprepkits
SalesPrepKits
§ Conversationstarters
§ Questionstotakeyoudownsolutionpath
§ Painprobing§ Statistics
MarketingContent– One-Sheet
1. 3-Bulletcontentsummary2. Chartbreakdownofeachkey
topicandhowittiesintoyourclient’smarketingstrategy
3. 3Contentgoals4. Thumbnailphoto, linkedto
downloadfullcontentpiece5. 1-3Newtopicsforconsultants
toconsiderandfamiliarizethemselveswithpriortodiscussingthepieceinaclientmeeting
6. Marketingamplificationactivitiesschedule
1
2
3
4
5
6
#C2C16
TheSalesCheat-Sheet(orCubeWallpaper)
#C2C16
ThankYou!
#C2C16