planning a content strategy for every situation
TRANSCRIPT
PLANNING A CONTENT STRATEGY FOR EVERY SITUATION
Jesse Noyes Senior Director of Content Marketing Kapost @noyesjesse
NO ONE GOAL FOR CONTENT
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Brand Awareness Customer Acquisition
Lead Generation Retention
Thought Leadership Engagement
Web Traffic Nurturing
Sales
2013
2012
2011
Source: CMI B2B Benchmarking Report
MARKETERS FALLING INTO GAPS
52%
27%
Have process to align content with sales stage
Leaders Followers
38%
20%
Have process to align content with buyer personas
Leaders Followers
Source: Aberdeen Group
CONTENT LANDFILLS PILING UP
70% to 80% of B2B content goes unused
Source: SiriusDecisions
WHAT ARE THE BASIC ELEMENTS OF A STRONG CONTENT STRATEGY?
IDEAS
PEOPLE
PROCESS
ASSEMBLE YOUR TEAM
CONTENT OPERATIONS
WEB/SOCIAL
MARKETING OPS
SALES
CUSTOMER SUCCESS
MAR COM / CORPORATE MARKETING
PRODUCT MARKETING
SUBJECT MATTER
EXPERTISE
POLISH & COMMUNICATIONS
DISTRIBUTION
WHO’S THE BOSS?
FORM AN EDITORIAL BOARD
UNLOCK IDEAS
GREAT PEOPLE = GREAT IDEAS
CONTENT STARTS WITH QUESTIONS
SEARCH…
…AND SOCIAL
PUT IN A PROCESS
USE EVERY PART OF THE BUFFALO
PERFORM AN AUDIT
BUILD CONTENT ON PILLARS
ASK “WHO” AND “WHEN”
GET ON THE SAME SCHEDULE
CUT THE RED TAPE
WHO
WHAT
WHEN
ANALYZE, RINSE, REPEAT.
#CONTENTSF