A focus on how marketing has changed -- but also on how some elements have stayed the same -- using Don's perspectives as a frame. The presentation describes how the role of content has changed, and the increasing challenges facing organizations to deliver content that is targeted at the role, buying stage, and preferred delivery of prospects and leads.
8. They are still designed for the
era of mass ONE-TO-MANY
communications..!
!
9. The old world of sales and marketing.!
Suspects! Prospects! Leads! Opportunities!
Mass marketing! Relationship selling!
ID needs through Find prospects Qualify prospects Propose
market research via mass and build relationship solutions to
and focus groups! marketing! through pain point address pain
questioning! points!
Focus: Let me tell you about our products.!
10. Is this what your organizationâs
CONTENTSTRATEGY looks
like?!
!
11. 1.⯠Go to great big TRADESHOW
and get a 10x10 somewhere.! âJohnson! Get
2.⯠Send âsuspectsâ a me some
CASESTUDY or a visibility!â!
PRODUCTSHEET to generate
leads.!
3.⯠Do a WHITEPAPER. Once.
See #2 for distribution.!
4.⯠Send out lots of EMAIL to
people you donât know and
invite them to a product-
demo WEBINAR.!
12. âEver wonder why most B2B
marketing is so !
GAWDAWFUL? The reason:
most B2B marketers wrongly
believe that B2BPRODUCTS in
the 21st century should be
marketed the way that
consumer products were
marketed in the 20th century.
Unfortunately, what made Coke
and Nike successful doesnât
workâŚâ!
!
--Geoffrey James, Why Your
B2B Marketing is So Lousy!
!
13. RULE#2!
âPeople tell you who
they are, but we ignore
it because we want
them to be who WE
want them to be.â!
16. FOURCHANGES!
1! The
 Buyerâs
 Journey
 is
 what
 counts.
Â
Understanding
 buying
 roles
 and
 stages
 cri2cal.
Â
2! The
 technology
 has
 changed.
Â
In-Ââbound
 marke2ng,
 nurturing,
 mul2-Ââtouch,
 automa2on.
Â
3! Exploding
 op:ons
 for
 content
 delivery.
Â
Videos,
 podcasts,
 blogs,
 Twi>er,
 e-Ââbooks,
 LinkedIn.
Â
4! Thought
 leadership
 counts.
Â
Itâs
 more
 than
 selling.
Â
Source: Sirius Decisions!
17. The new world of sales and marketing.!
Suspects! Prospects! Leads! Opportunities!
Content marketing! Challenger selling!
ID needs through Find prospects Challenge prospects Use this
analytics and social by providing by telling them relationship to
interaction! content tied to something they donât position your
their needs! know! solution!
Focus: Let me educate you about how to improve your business.!
18. FOURTYPES of content!
1! SUSPECTS
Â
They
 want
 what
 you
 know,
 NOT
 what
 you
 sell.
Â
2! PROSPECTS
Â
They
 want
 content
 directly
 related
 to
 their
 interests.
Â
3! LEADS
Â
They
 want
 content
 that
 addresses
 their
 business
 pain.
Â
4! OPPORTUNITIES
Â
They
 want
 content
 that
 reduces
 their
 risk.
Â
Source: From Content to Customer, by Joe Chernov and Elle Wioulfe !
19. FOURTYPES of content!
1! SUSPECTS
 -Ââ-Ââ
 infographics,
 non-Ââdemo-Âây
 videos,
 curated
 lists
 and
Â
people,
 infotainment
Â
2! PROSPECTS
 -Ââ-Ââ
 e-Ââbooks,
 guides,
 chapters
 from
 physical
 books,
Â
analyst
 reports,
 webinars
Â
3! LEADS
 -Ââ-Ââ
 White
 papers,
 case
 studies,
 demo
 videos,
 product
Â
comparisons
Â
4! OPPORTUNITIES
 -Ââ-Ââ
 ROI
 calculators,
 pricing
 sheets,
 RFP
Â
generators
Â
Source: From Content to Customer, by Joe Chernov and Elle Wioulfe !
20. BYTHEWAYâŚ!
They want their content in multiple
formats, on multiple devices, where
and when THEY want it, and in the
context of their particular job role.!
!
21. The New World of Sales and Marketing!
Old! New!
Mass marketing! Content marketing!
Relationship selling! Challenger selling!
Focus groups! Analytics!
One-to-many! One-to-one!
Trade shows! Niched conferences!
Sales presentations that describe YOU! Sales presentations that educate
THEM!
Single use analyst white papers! Multi-use content assets!
Product leadership! Thought leadership!
Mass e-mail! Segmented and automated drip
campaigns!
Print or print-like delivery! Videos, podcasts, blogs, ebooks!
23. You will go broke trying to
populate these âthree-
dimensionalâ content
needs (role, stage, delivery
vehicle) in the way youâve
always done it â by paying
top dollar for individually
commissioned outsourced
custom pieces of content
or by thinking that
âsomebodyâ internally will
do it.!
!
And it will often wind up
too âsales-y.â!
24. CONTENTBEAST!
Beware the CONTENTBEAST.!
!
If you continue down the old path
of commissioning custom assets,
the volume and variety of content
you need to be effective will
consume you.!
!
You need to think
CONFIGURATION and
REPURPOSING not
CUSTOMIZATION.!
!
25. FINALNOTE!
Donât make this
mistake with your
content marketing
strategyâŚ!
!
âI keep going to a lot of
places and ending up
somewhere Iâve already
been.â!
!
CONFIGURE existing
assets, donât
CUSTOMIZE.!