Presentation by Shelly Kramer, CEO, V3 Integrated Communications at the Business Marketing Association regional even in Kansas City on 10/28/14.

1. The Key to Content Marketing Success
Focus on Customer Experience
Shelly Kramer, V3 Integrated Marketing
@shellykramer

2. Today’s business environment?

3. Most days, people feel like this

4. Attention is fractured

5. The customer journey is constantly
evolving and changing

6. The Sales “Funnel” Isn’t Really a Funnel

7. There’s just one way to get their
attention….

8. Understand this ….

9. Keep It Personal
Buyers are 60% of the way down the purchase path before
they want live help.
95% of purchasers said the solution provider they chose
provided them with ample content to navigate through
each stage of the buying process.
66% of recent purchasers said that consistent and relevant
communication provided by both sales + marketing was a
key influence in choosing that company.
Source: Forrester’s Rethink Marketing in the Buyer’s Context, 2/2013
@shellykramer

10. What they care about….
Finding Customers
Dealing With the Competition
Managing Costs
Developing New Products +
Services
Source: Bredin, 2013 SMB Survey, http://www.bredin.com/press_01092013.html
@ShellyKramer V3 Integrated Marketing

11. Digital: The Dominant Sales
Channel
Survey of 4,000 CMOs, 64% said they want
to approach customers as individuals.
Those same marketers recognize that
digital will replace face-to-face as the
dominant sales channel in the next 3-5
years. What to do?
Source: BM, CxO Study, 10/2013

14. This is what people thought I looked like
V3 Integrated Marketing
@ShellyKramer
V3 Integrated Marketing

15. This is what people thought I looked like
V3 Integrated Marketing
@ShellyKramer
V3 Integrated Marketing

16. @ShellyKramer V3 Integrated Marketing
V3 Integrated Marketing

17. Where to Start?
@shellykramer

18. Content Impacts Everything

19. What Marketers Say…

20. Let Strategy Drive Tactics
• What makes us a company they want to do business with?
• Do they need what we sell? Do they know it?
• Do our values and culture align?
• What makes us better, different, interesting, unique, more
appealing? Worth paying attention to?
• What problems do we solve? How do
we make customers’ lives easier and
them more successful, profitable, etc.

21. 21
Content Marketing & Personas
• Who is this person?
• What are their work habits?
• What are their challenges?
• What are their responsibilities?
• Who do they work with and report to?
• How much purchase authority do they
have?
• What is their vendor selection role: End
User, Influencer, Decision Maker etc
• Do they have a relationship with your
company today?
• What do they read?
• How do they measure success

22. 22
•

23. What to do?
@shellykramer

24. Know what you’re up against
@shellykramer

25. Everybody’s a “Content Creator”

27. Everybody’s a “Content Creator”

28. Everybody’s a “Content Creator”

29. V3 Integrated Marketing

30. V3 Integrated Marketing
Like these people….

31. V3 Integrated Marketing
Like these people….

32. Let the Buying Stages Drive Your Content
Strategy
32
Learn
Solve
Compar
e
Purchase

33. Content + Search + Social Inform the
Customer Journey

34. Remember the 96% Rule

35. If you want success, learn this.
Let it drive everything you do.

38. Prospects come for a reason
They have a problem or they need information.
• Live for 8 seconds.
• Don’t make the copy on your website or your blog
posts about you, make it about them.
• Understand the 96% rule. Give them something of
value in exchange for what you value.
• Look at the home page of your website as soon as
we’re done here. Is it 100% clear what problems
they have that you solve? If not, go fix that.
@shellykramer

43. Can you see this? Can you use it?

44. Making Opting In a Breeze
• Sidebar
• Lightbox popup after x amount of time on site
• Header or Footer
• In the content itself, at the bottom
• On your Resources page, where you offer
other things of value

45. Use short, intuitive forms

46. What Does Your Research Show?
What do they talk about online with regard to your
product, service, industry, niche, problems, etc.?
What do they need?
What motivates them?
What do they really care about?
What makes them laugh?
How to get there? Search volume and language, social
listening, social interaction, insights from your sales
team and customers.

47. Let’s Talk About Underwear

48. Understand why they like you

49. Appreciate them

50. Know your audience

51. Feed their desire to be a part of the experience

52. Understand Triggers + Pain Points
• Learn (I have a problem, something has to
change)
• Solve (How should I solve that problem?)
• Compare (Am I solving the problem in the
right way?)
• Purchase (Help me build the business case
so that I can buy this from you and make
my life easier)

53. Let’s Talk About Bleachers
What NOT to do
• Company XYZ’s Tip and Roll Bleachers are
Great!
• Standard Height Sports Bleachers
• XYZ’s Preferred Bleachers are the Best!
• Park & Playground Professionals Choose
Deluxe Bleachers from XYZ Bleacher
Company
• Maximize Your Seating Capacity With Low
Rise Bleachers from XYZ Bleachers

54. Let’s Talk About Bleachers
What TO do
• How You Can Tip Seating Space Limitations in Your
Favor
• Safety and Security: Top of Mind for Seating
Procurement Pros
• Preferred Bleachers: Are They Really Any Better?
• Parks + Playground Officials: What You Need to
Know About Choosing Bleachers
• 5 Seating Solutions That Maximize Seating
Capacity

55. Let’s Talk Triggers + Messages
Trigger: Providing safe seating for fans
with disabilities is a priority for me.
Message: Venues can leverage ADA
compliant seating solutions to make
event venues more popular, not to
mention safe and fun for all.

56. Let’s Talk Triggers + Messages
Trigger: How can I pick the right kind of
seating solutions to solve safety
problems before they happen?
Message: ADA compliant seating
solutions can help reduce safety issues
and protect you and your fans.

57. Let’s Talk Triggers + Messages
Trigger: What is XYZ Company’s track
record for this solution and why should
I go with them?
Message: XYZ Company has been
providing ADA compliant seating
solutions to clients for the past twenty
years. Learn more about specific
applications and solutions to space
challenges in our case studies.

58. Let’s Talk Triggers + Messages
Trigger: What type of value and ROI can I
expect?
Message: Over 95% of customers who
purchased ADA compliant seating
solutions from XYZ Company
experienced increased event revenues
and experienced a reduction in safety
incidents in the first year after
installation.

60. Type of Content: Awareness
Video (fun and informational)
Infographics
Content for your blog, guest blog posts
Top 10 lists (others)
eBooks, Playbooks, Guides
Social channel interaction (curation and original
content + real conversation + sharing)
*Should be designed to inform, entertain, delight,
challenge

61. Awareness KPIs
Traffic/Page Views/Time On Site
Content Downloads
Inbound Links/Page Rank
Fans/Followers
Mentions/Comments/Shares

62. Type of Content: Consideration
Quizzes + Widgets (do I need this solution?)
Press Releases
eNewsletters
Webinars, Demo Videos
Whitepapers, Analyst Reports
Interactive Demos (letting you get closer)
Customer Testimonials, Data Sheets

63. Consideration KPIs
Open/Click-Thrus
Inquiries/Database Growth
Form Submission Rate
Funnel Conversion (Stage Change)

64. Type of Content: Close
Trend Reports
Press Releases
In-Person Events
Feature Guides, Case Studies
Customer Testimonials
Reference Checklists
ROI Calculators
Pricing Guides

65. Close KPIs
Qualified/Accepted Leads
Meeting With Sales
Opportunities
Active Pipeline/Pipeline Value
Closed Sales

66. Don’t Be a Commodity: Stay
Connected to Them After the Sale
Email
Newsletter
Featured stories
Social media
Blog content
Video
Cross-sell, Upsell

67. Step Up Your Game
Make every part of your integrated marketing strategy
customer centric.
Make Sure Your Website Works
Accept that SEO, Content + Social all have to work
together, any one alone will fail
Know Your Audience. Care about them. Serve Them
Let Data Drive Strategy
Focus on Creating + Curating Great Content
Tie Social and Content to Business Initiatives
Leverage Content + Social to Drive Leads + Sales
Test, Measure, Test, Tweak, Test, Measure, Test

68. Your Website?
Does the content read the way your prospects
talk or did your nerdy developers write it?
Ease of information acquisition.
What’s the mobile experience like for prospects?
Is the path to information experience intuitive?
What do other people say?
Pricing information included?
Clear CTAs?

69. Know That This is a Dynamic Process
• Learn where and how your customers are
engaging in the customer journey
• Identify who they are by what content they
interact with
• See where your content falls short
• Test what offers/formats/channels are most
effective (A/B Testing)
• Connect marketing team with sales team

70. Content Marketing Is Not …
A campaign. It’s a way of thinking, a
fundamental business strategy and
you can’t fake it. It’s a completely
different way of doing things. And it
works.
@shellykramer

71. How do I know I’m doing it right?
Is it good for people?
@shellykramer

72. All that really matters?

73. Shelly Kramer
Shelly@v3im.com
@ShellyKramer

74. Stalk Me, Anytime
+Shelly Kramer Shelly@V3im.com
www.v3im.com
LinkedIn
twitter.com/shellykramer facebook.com/shellykramer Shelly DeMotte Kramer