We love getting inside the heads of B2B buyers and finding cool, interesting ways to satisfy their curiosity, make them smarter—or persuade them to buy from our clients instead of a competitor. We love the challenge of a big, hairy spreadsheet just waiting to be filled with insight. And, yes, we love to measure everything—so we don't just deliver great content, but also great results. This is part of our entry for the CMI 2012 Orange Awards. See why we think BNJ should win at http://orangecrush.bnj.com.

1. Orange Crush!
A Quick Tour of the BNJ
Content Practice for the
CMI 2012 Orange Awards
− Audience Insights
− Audit & Analysis
− Planning &
Development
− Analytics
− Sharing the Love
1

2. “Content is the
true fuel for the
conversion
engine.”
— SiriusDecisions 2

3. Audience Insights
Buyer Persona Buyer’s Journey
− Relevant to who they are and what they care about
− Answers the questions they have at each stage/step
− Delivers content when, where and how they want it
− Incorporates messaging in contextually relevant way
3

4. Buyer Profile
4

5. 5
© 2012 BNJ Research | All rights reserved

6. Buyer's Journey
6

7. Audit & Analysis
What Do We Have? What Do We Need?
• Review content for quality, relevance, value and usability
• Map content by persona, buyer's journey stage and campaign touch
• Identify gaps and opportunities to improve or re-imagine content
7

8. The Audit: Reviewing the Assets
8

9. Relevance
9

10. Value
10

11. Quality
11

12. What's Working?
12

13. What Could Work Better?
13

14. Mapping: The Contact Strategy
14

15. What's Missing?
Fresh Content to Fill the Gaps
− Business impact tools: How much will
it cost? How much can I save?
− Deployment guides: How hard will
this be? Who will help me?
− Validation: Why should I trust you?
What do your customers say?
− Variety of formats and lengths: What
if I don't have time to read a 20-page
whitepaper? What if I'm on my
mobile?
15

16. Content Planning & Development
A Framework for Fresh Content
Thrillers Fillers Spillers
− Original research − Best practices − Infographics
− Analyst reports & − Product demos − Blog posts
rankings − Webcasts − Videos
− Personalized data − Case studies − Photos
and resources − ROI/TCO tools − Quizzes
16

17. Thrillers
17

18. Thrillers
Personal website
18

19. Thrillers
Personal website
Customized network diagram
19

20. Thrillers
Personal website
Customized network diagram
Thrilling results: 9:1 ROI
46% of targeted accounts converted
to sales or pipeline
Client won B2B Marketer of the
Year
20

21. Fillers
21

22. Fillers
Quick Guide Whitepaper
Custom Case Implementation
Builder Timeline Tool
22

23. Spillers
23

24. Spillers
Animated Whiteboard
Infographic
Interactive Quiz
24

25. Analytics: Measuring the Impact
25

26. Impact of an Infographic
Featured on ReadWriteWeb and Alltop. Republished on dozens of other 26

27. Impact of an Infographic
− More than 1,000 total shares
− Significant increase in traffic to site (and most of the
traffic was on other sites!)
− Big increases in traffic from social sites, with the
infographic representing the vast majority of
Facebook, LinkedIn and Twitter
27

28. BNJ Content Engagement Index
28

29. Sharing the Love
Client Workshops &
Industry Contributions
29

30. Content Workshops:
Teaching Our Clients to Fish
30

31. Goal: Content Intelligence
Buyer-centric method Healthy appreciation
for evaluation and for the role of content
planning of content in the Buyer's Journey
Understanding of
content best practices
as they relate to the
technology sale
31

32. 32

33. VP Strategy Lauren Goldstein
33

34. VP Strategy Lauren Goldstein
34

35. Sr. Media Director Eric
Wittlake
35

36. Sr. Media Director Eric
Wittlake
36

37. Sr. Media Director Eric
Wittlake
37

38. Content & Social Media Strategist Carmen Hill
38

39. Content & Social Media Strategist Carmen Hill
39

40. Content & Social Media Strategist Carmen Hill
40

41. Clients
41

42. 42

43. Cheers!
© 2012 Babcock & Jenkins | All rights reserved 43