This document provides an overview of AT&T Ad Solutions' content marketing segmentation strategy. [1] It outlines the key stages small businesses go through - from awareness to decision making - and the types of content and formats that would be most relevant at each stage. [2] Personas representing different small business types and their pain points are identified to help target content. [3] The document also maps out AT&T Ad Solutions' unique value proposition and key benefits for small businesses to communicate through their content.

1. AT&T Ad Solutions Content Marketing Segmentation
PAIN DESIRED
STAGE NEED TOPICS CONTENT FORMAT PERSONAS VERTICAL
POINTS ACTION
Guidance
needed:
unsure how
to grow
business,
Influencers:
where to
Grow Your Small Business with Effective Advertising Techniques, 8 Ways Print Plus,
Awareness & Getting find Read More,
To Attract Customers Now, Best Ways to Engage Your Customers on Savvy Contractors,
Education Customers BLOG POSTS, WHITEPAPERS, GUIDES, customers, if Comment,
Facebook, 6 Ways SMBs Can Benefit from Linkedin, 5 Common Spenders, Lawyers,
(Early)Unaware (Multiple NEWSLETTERS, VIDEO DEMOS reaching Subscribe,
Advertising Mistakes, Worst SMB Ad Campaigns, Strategic Restaurants
of Problem platforms) customers, Share
http://www.chicagobusiness.com/article/20120201/BLOGS06/120209993 Investors,
missing
Progressives
customers,
Unaware of
all
advertising
methods
Getting 101s, how tos, How to create an advertising plan BLOGS, WEBINARS, QUIZZES: How to write a Lack of time
Noticed business plan, 5 Steps to a Successful and $ to
(Visibility, Advertising Plan, What Louis CK Can Teach Us research
Stand out) About Seeling Digital Content: options,
Awareness & Read More,
http://www.blogworld.com/2011/12/28/what- Confidence Restaurant,
Education (Mid) Comment,
louis-c-k-can-teach-us-about-selling-digital- needed to Medical,
What Needs Subscribe,
content/ fix issues, Automotive
Fixing Share, Sign up
experiment
with new
solutions
What Google Places is Missing, Why Groupon is the Worst Marketing INFOGRAPHICS (Local Insights Report) I'm missing
Tactic http://www.retaildoc.com/blog/groupon-worst-marketing- REPORTS, BLOGS, WEBINARS, NEWSLETTERS, out on ad
business/ Online and offline events, Latest small business opportunties
Awareness & events in your area, How to Promote Offline and a target Read More,
Education (Late) Events Online market I Comment,
Solutions can't Subscribe,
Available connect to Share, Sign up

2. Interest & Read More,
Research (Early) Comment,
Proof of Subscribe,
Experience Share, Sign up
Best Direct Marketing Techniques Hot or not: Sales and Marketing trends in 2012
Interest &
Research (Mid)
Proof of
Experience
Sign up, Talk to
Sales
Connecting with customers through social media How and Why To Use Twitter for Small
Businesses, Top Social media sites for Small
Businesses Guide, Using Foursquare to Attract
Interest & Customers,
Research (Mid-
Late) Proof of
Experience
Sign up, Talk to
Sales
Measure Success: Data Driven Metrics Everyone Should Know Measure ad success, What you can learn from
Interest &
Moneyball, Tabatha Takes Over and Gordon
Research
Ramsay
(Solutions Sign up, Talk
Comparion, to Sales
Differentiation)
(Late)
Get Where is social media in the decision making cycle? 6 Stages of Social Media for SMBs, 3 Things
Recognized You Need to Craft Your Social Strategy, 20
(Brand Ways to Use Linkedin as an SMB, 100 SMB Talk to Sales,
Decision + Upsell Management Blogging Ideas, Become brand
& Awareness) advocate
Manage your digital rep Free Ways to Measure Online Brand
Awareness

4. AT&T AD SOLUTIONS MESSAGE MAP: Unique Value Proposition and Key Benefits
WHAT SMBS
NEED TO
KNOW
Limited time, Need to stand Not sure what Unsure how to Risk averse Getting Getting noticed Getting recognized
money & out from their advertising grow their customers
knowledge (all) competitors needs are (all) businesses (all)
(Strategic
PAIN POINTS Investors)
BY PERSONA
FEATURES
THAT RELIEVE
PAIN POINTS
PAIN POINTS
FOR SPECIFIC
VERTICALS
FEATURES
THAT RELIEVE
PAIN POINTS
KEY VALUE
PROPOSITION

5. We make the Our team of local
most of your marketing experts
marketing and provide personal
advertising guidance for
budget creating a strategy
that will help you
BENEFITS TO get ready-to buy
SMB customers.
CUSTOMERS

6. AT&T AD SOLUTIONS MESSAGING ARCHITECTURE
WHO WE ARE WHO WE'RE NOT WHO WE'D LIKE TO BE
An advertising marketing
A full service/ suite of products/ one stop agency
shop advertising/ marketing company
A lead generation/new business company
A multi-media marketing company
Online advertising leader Passionate and
driven, we have the
experience, people
power and track
record to help all
Sesaoned marketing and new media small to mid sized
businesses succeed
experts
on a shoestring
budget.
A proven leader and
resource for
effective marketing
strategies that work
A service provider to grow your business - the first time for
from online and print solutions to mobile small and medium
suzed local
search platforms
businesses.

7. We have the network and resources to We successfully
build and promote your business create custom
marketing programs
that effectively reach
potential customers.
A thought leader
local marketing
Small business advertising marketing consultants to help
solutions identify your target
audiences, develop
strategies to
optimize your
marketing programs.
"Leads leader for local sales"
A service which connects small business
advertisers with consumers
Your most trusted
The trusted source for end-to-end marketing and
advertising mentors
marketing solutions for Small Business who successfully
(ASCP: About Us) grow your local
businesses.
A one-stop advertising shop
Ad Solutions is the expert on “connecting
consumers with your businesses across
multiple platforms and in your local
targeted markets”

8. The leading provider
of targeted solutions
for small and
Ad Solutions offers new ways for small medium sized local
and medium size businesses to market businesses
and drive sales through their advertising
and marketing efforts.
ATTRIBUTES
Does content communicate these attributes? Which content?
Ex: Trust and responsiveness: Testimonials, Case Studies and Success Stories communicate values (through those content types).
Other ATT
Current properties
sales
Offers personalized attention testimonials team/consultants
local insight
Understands local lay of the land reports
Offers customized marketing options newsletters articles
Highlights marketing opportunities SMBs may have missed newsletters articles
Helps me experiment with new ways of marketing newsletters articles
articles, sales
Manages online conversations newsletters collateral
newsletters,
customer
video
Our marketing solutions nurture local businesses online and offline testimonials articles
customer
video
Offers services that are a good value for small businesses testimonials
Helps me understand the most cost effective way to reach more customers
customer
video
Has fantastic customer service testimonials sales collateral

9. Shares in the risk
demos, video
Offers convenience, ease of use testimonials
Provides believable proof that new advertising tactics will work before I buy sales collateral
Time and cost effective solutions
Won't recommend what I don't need
Helps me measure results
USP ADJECTIVES
local neighborhood community
small biz
small business
mid size
medium
marketing promoting publicizing selling
services resources
solutions answers results
experts specialists professionals leaders mavens virtuosi gurus
trailblazers pioneers groundbreakers forerunners innovators advisers