Content Strategy from Journey Maps
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This document discusses how to improve content marketing through a journey-based approach. It notes that there is currently a problem of content glut, with most content going unused. The document advocates mapping out customer journeys and personas and identifying the specific content needs at each stage. It recommends conducting a content gap analysis to determine what content is missing and should be prioritized. This analysis will show what existing content should be modified or deleted. The result is a content strategy tailored to individual customer journeys and personas that more effectively meets customer needs.
Content Strategy from Journey Maps
- 1. Content Strategy That Converts Chris&ne Crandell © 2014 NBS Consul0ng Group, Inc. | Tel: 415.309.7017 © 2014 NBS Consul0ng Group, Inc. | Tel: 415.309.7017
- 2. Who we are.. We help companies turn customer experience into their biggest sales and brand differen8ator. ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consul0ng Group, Inc. | Tel: 415.309.7017
- 3. The Problem with Content Glut.. • 27,000,000 pieces of content are shared each day – AOL/Nielsen • 30% of B2B marke8ng budget is dedicated to content marke0ng – CMI/Marke&ngProfs • 60-‐70% of B2B marke0ng content goes unused -‐ Sirius Decisions • 0.5% of websites’ content drive 90% of traffic – InboundWriter • 3 biggest B2B buyer complaints are that vendor content is self-‐serving, non-‐substan0ve, and too hard to access – Social Media Today ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consul0ng Group, Inc. | Tel: 415.309.7017
- 4. Journey-‐Based Content ROI.. 100% 50% 50% + INCREASE IN CONTENT CREDIBILITY INCREASE IN PIPELINE VELOCITY DECREASE IN NUMBER OF ASSETS BRAND PREFERENCE ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consul0ng Group, Inc. | Tel: 415.309.7017
- 5. CraPing Journey Maps… Sellers’ Compass™ ChrisCrandell #cxinnovator | www.newbizs.com | © 2013 NBS Consul0ng Group, Inc. | Tel: 415.309.7017 © 014
- 6. How to Fix Content Glut… 1. Complete buyers’ journey by segment and persona. 2. Iden0fy each specific type of content the buyer sought, channels used, and intended to use the content. 3. Develop a comprehensive inventory of all the content including soW and hard copy assets. 4. Conduct content gap analysis that compares the content buyers’ sought at each journey step with your content inventory. 5. If you have gaps in your journey informa0on, re-‐ interview customers or conduct focus groups or surveys. ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consul0ng Group, Inc. | Tel: 415.309.7017
- 7. Gap Analysis Journey Phase Step Descrip8on Buyer Content Sought • • Evaluate 1st Short List of Vendors • • Buyer Sought Outcome Feature / Objec0ve func0on comparison comparison of solu0ons Industry Analyst Analyst ra0ng of Report vendors’ SWOT Technical In-‐depth White product Papers informa0on Customer Case Studies Channel Google Search Industry analyst websites & trade assoc. industry associa0ons & social community Evidence of Social graph, post-‐ Slideshare, purchase YouTube & experience Vendor from trusted website peers Vendor Content Vendor Channels Product Company informa0on microsites Gartner MQ Social Media Report and Vendor website Customer videos Vendor Website ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consul0ng Group, Inc. | Tel: 415.309.7017
- 8. What The Gap Analysis Tells You… • What’s missing by buyer-‐persona and journey step. • What content should be yours and what should come from customers, partners, others. • Content that can be deleted and which assets can to modify and repurpose. • The structure of your content strategy at the buyer-‐persona level ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consul0ng Group, Inc. | Tel: 415.309.7017
- 9. Updated Content Map… Journey Phase Step Descrip8on Buyer Content Sought Buyer Outcome Channel • Evaluate • Technical White Papers • 1st Short List of Vendors Industry Analyst Report Customer Case Studies Vendor Channels Feature / Objec0ve Google func0on comparison Search comparison of solu0ons • Vendor Content Product informa0on Compe00ve Comparison Industry Gartner MQ, analyst 3rd party rpt, websites & Customer trade assoc. evalua0ons Company microsites, SEO & partner sites Analyst Social Media ra0ng of & Vendor vendors’ website, & SWOT Industry groups In-‐depth industry In-‐depth SEO, trade product associa0ons tech archit. & industry informa0on & social Papers sites, LI, community (gated) website Evidence of Social graph, Customer Vendor post-‐ Slideshare, videos, case Website, purchase YouTube & studies, YouTube, LI, experience Vendor site CSAT scores Syn. content ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consul0ng Group, Inc. | Tel: 415.309.7017
- 10. Let’s Take A Poll © 2014 NBS Consul0ng Group, Inc. | Tel: 415.309.7017
- 11. 3 Things You Can Start Today… 1. Document journey maps – Through the lens of the buyer!! 2. Content Inventory – Everything including webpages and ecosystem material 3. Content Gap Analysis – Be honest ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consul0ng Group, Inc. | Tel: 415.309.7017
- 12. 5 Rules of Content Marke8ng.. 1. Don’t launch content un0l you have a one full cycle of buyer’s journey content ready. 2. Capture your prospect’s a_en8on, no majer where they are in the buyer’s journey. 3. Learn from each prospect’s interac8on and segment them appropriately. 4. Content marke8ng is an ongoing conversa8on, not a linear dialogue. 5. Be a trusted advisor, not a salesperson. Jason Kiselstein, Dec 2013 ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consul0ng Group, Inc. | Tel: 415.309.7017
- 13. Our Proven results… <90 100% 40% DAYS TO PAYBACK INCREASE IN CAMPAIGN RESULTS INCREASE IN MARKETING ROI 30% INCREASE IN SALES ACCEPTED LEADS 20% INCREASE IN REVENUE + ALIGNS SALES AND MARKETING ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consul0ng Group, Inc. | Tel: 415.309.7017
- 14. Who we are … New Business Strategies help define and implement prac8ces that turn customer experience into your biggest sales and brand differen8ator. • Customer experience and strategy consul0ng firm contributed $2.7B in client value. • Proprietary Sellers’ Compass™ methodology for defining and implemen0ng customer experience. • 99.5% Client sa0sfac0on score • Prac0cal advice, tools, and training to sustain success. Resources: • www.newbizs.com • DemandMetric.com “How To” Guide: “Developing Content Strategy from Journey experience and strategy • Customer Maps” • consul0ng firm contributed $2.7B in Forbes: blogs.forbes.com/ chris0necrandell client value. • CMSWire: www.cmswire.com/author/ chris0ne-‐crandell/ • HuffPo: www.huffingtonpost.com/ chris0ne-‐crandell/ ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consul0ng Group, Inc. | Tel: 415.309.7017
- 15. Questions Next Webinar is on: • March 27th at 10:30am PT • Topic is Journey-‐based Nurture Campaigns ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consul0ng Group, Inc. | Tel: 415.309.7017