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DON’S3RULES!
For Content Marketing!
Is your
CONTENTSTRATEGY
optimized for 2013 or
for 1963?!
!
Many marketing strategies are
still stuck in the era of
MADMEN and DONDRAPER.!
!
Everything about marketing
has changed.!
!
Or has it?!
!
Don – but not many of his
peers – could add value today.!
!
RULE#1!
“Success comes from
standing out, not fitting
in.”!
Most marketing strategies are
focused on FITTINGIN.!
!
They are still designed for the
era of mass ONE-TO-MANY
communications..!
!
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.!
Is this what your organization’s
CONTENTSTRATEGY looks
like?!
!
1.  Go to great big TRADESHOW
    and get a 10x10 somewhere.!   “Johnson! Get
2.  Send “suspects” a                me some
    CASESTUDY or a                  visibility!”!
    PRODUCTSHEET to generate
    leads.!
3.  Do a WHITEPAPER. Once.
    See #2 for distribution.!
4.  Send out lots of EMAIL to
    people you don’t know and
    invite them to a product-
    demo WEBINAR.!
“Ever 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 doesn’t
work…”!
!
--Geoffrey James, Why Your
B2B Marketing is So Lousy!
!
RULE#2!
“People tell you who
they are, but we ignore
it because we want
them to be who WE
want them to be.”!
The landscape
has changed,
but many
companies are
hoping it will
magically
change back.!
!
It won’t.!
!
Here’s what has
changed…!
!
FOURCHANGES!

    1!           The	
  Buyer’s	
  Journey	
  is	
  what	
  counts.	
  
                       Understanding	
  buying	
  roles	
  and	
  stages	
  cri2cal.	
  



    2!           The	
  technology	
  has	
  changed.	
  
                       In-­‐bound	
  marke2ng,	
  nurturing,	
  mul2-­‐touch,	
  automa2on.	
  



    3!           Exploding	
  op:ons	
  for	
  content	
  delivery.	
  
                       Videos,	
  podcasts,	
  blogs,	
  Twi>er,	
  e-­‐books,	
  LinkedIn.	
  



    4!           Thought	
  leadership	
  counts.	
  
                       It’s	
  more	
  than	
  selling.	
  



Source: Sirius Decisions!
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 don’t    position your
                     their needs!      know!                   solution!

Focus: Let me educate you about how to improve your business.!
FOURTYPES of content!

    1!          SUSPECTS	
  
                     They	
  want	
  what	
  you	
  know,	
  NOT	
  what	
  you	
  sell.	
  



    2!          PROSPECTS	
  
                     They	
  want	
  content	
  directly	
  related	
  to	
  their	
  interests.	
  



    3!          LEADS	
  
                     They	
  want	
  content	
  that	
  addresses	
  their	
  business	
  pain.	
  



    4!          OPPORTUNITIES	
  
                     They	
  want	
  content	
  that	
  reduces	
  their	
  risk.	
  



Source: From Content to Customer, by Joe Chernov and Elle Wioulfe !
FOURTYPES of content!

    1!          SUSPECTS	
  -­‐-­‐	
  infographics,	
  non-­‐demo-­‐y	
  videos,	
  curated	
  lists	
  and	
  
                people,	
  infotainment	
  



    2!          PROSPECTS	
  -­‐-­‐	
  e-­‐books,	
  guides,	
  chapters	
  from	
  physical	
  books,	
  
                analyst	
  reports,	
  webinars	
  



    3!          LEADS	
  -­‐-­‐	
  White	
  papers,	
  case	
  studies,	
  demo	
  videos,	
  product	
  
                comparisons	
  



    4!          OPPORTUNITIES	
  -­‐-­‐	
  ROI	
  calculators,	
  pricing	
  sheets,	
  RFP	
  
                generators	
  



Source: From Content to Customer, by Joe Chernov and Elle Wioulfe !
BYTHEWAY…!

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.!
!
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!
RULE#3!
“Maybe I’m not as
comfortable being as
powerless as you are.”!
You will go broke trying to
populate these “three-
dimensional” content
needs (role, stage, delivery
vehicle) in the way you’ve
always done it – by paying
top dollar for individually
commissioned outsourced
custom pieces of content
or by thinking that
“somebody” internally will
do it.!
!
And it will often wind up
too “sales-y.”!
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.!
!
FINALNOTE!
Don’t make this
mistake with your
content marketing
strategy…!
!
“I keep going to a lot of
places and ending up
somewhere I’ve already
been.”!
!
CONFIGURE existing
assets, don’t
CUSTOMIZE.!
MOREINFO!
John Mancini!
!
johnmancini@AIIM.org!
@jmancini77!
!

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Don Draper's 3 Rules of Content Marketing

  • 3. Many marketing strategies are still stuck in the era of MADMEN and DONDRAPER.! !
  • 5. Or has it?! ! Don – but not many of his peers – could add value today.! !
  • 6. RULE#1! “Success comes from standing out, not fitting in.”!
  • 7. Most marketing strategies are focused on FITTINGIN.! !
  • 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 organization’s CONTENTSTRATEGY looks like?! !
  • 11. 1.  Go to great big TRADESHOW and get a 10x10 somewhere.! “Johnson! Get 2.  Send “suspects” a me some CASESTUDY or a visibility!”! PRODUCTSHEET to generate leads.! 3.  Do a WHITEPAPER. Once. See #2 for distribution.! 4.  Send out lots of EMAIL to people you don’t know and invite them to a product- demo WEBINAR.!
  • 12. “Ever 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 doesn’t work…”! ! --Geoffrey James, Why Your B2B Marketing is So Lousy! !
  • 13. RULE#2! “People tell you who they are, but we ignore it because we want them to be who WE want them to be.”!
  • 14. The landscape has changed, but many companies are hoping it will magically change back.! !
  • 15. It won’t.! ! Here’s what has changed…! !
  • 16. FOURCHANGES! 1! The  Buyer’s  Journey  is  what  counts.   Understanding  buying  roles  and  stages  cri2cal.   2! The  technology  has  changed.   In-­‐bound  marke2ng,  nurturing,  mul2-­‐touch,  automa2on.   3! Exploding  op:ons  for  content  delivery.   Videos,  podcasts,  blogs,  Twi>er,  e-­‐books,  LinkedIn.   4! Thought  leadership  counts.   It’s  more  than  selling.   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 don’t position your their needs! know! solution! Focus: Let me educate you about how to improve your business.!
  • 18. FOURTYPES of content! 1! SUSPECTS   They  want  what  you  know,  NOT  what  you  sell.   2! PROSPECTS   They  want  content  directly  related  to  their  interests.   3! LEADS   They  want  content  that  addresses  their  business  pain.   4! OPPORTUNITIES   They  want  content  that  reduces  their  risk.   Source: From Content to Customer, by Joe Chernov and Elle Wioulfe !
  • 19. FOURTYPES of content! 1! SUSPECTS  -­‐-­‐  infographics,  non-­‐demo-­‐y  videos,  curated  lists  and   people,  infotainment   2! PROSPECTS  -­‐-­‐  e-­‐books,  guides,  chapters  from  physical  books,   analyst  reports,  webinars   3! LEADS  -­‐-­‐  White  papers,  case  studies,  demo  videos,  product   comparisons   4! OPPORTUNITIES  -­‐-­‐  ROI  calculators,  pricing  sheets,  RFP   generators   Source: From Content to Customer, by Joe Chernov and Elle Wioulfe !
  • 20. BYTHEWAY…! 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!
  • 22. RULE#3! “Maybe I’m not as comfortable being as powerless as you are.”!
  • 23. You will go broke trying to populate these “three- dimensional” content needs (role, stage, delivery vehicle) in the way you’ve always done it – by paying top dollar for individually commissioned outsourced custom pieces of content or by thinking that “somebody” internally will do it.! ! And it will often wind up too “sales-y.”!
  • 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! Don’t make this mistake with your content marketing strategy…! ! “I keep going to a lot of places and ending up somewhere I’ve already been.”! ! CONFIGURE existing assets, don’t CUSTOMIZE.!