Every B2B marketer knows the struggle is real. It’s not easy to create engaging content.
Engaging your audience isn’t about trying to shock them through gimmicks and off-brand quips. It’s about truly understanding who’s at the receiving end of your content: Real people. Unless you understand what keeps them up at night and what gets them excited, your content marketing simply won’t cut through the clutter and generate results.
7. @uberflip#uberwebinar
Prelude; B-to-B Content Challenge
So, how do people like us create engaging content in a solutions world?!
!
• Sans emotion!
• Sans impulse!
• Value!
• Stakeholders!
• Cluttered!
• Motivation to take action!
11. @uberflip#uberwebinar
Develop Buyer Personas
1.) Quantitative Data!
• Net new wins over 1-year period!
• Titles and departments!
• Cross referenced with LI titles!
• Top recurring titles and departments!
12. @uberflip#uberwebinar
Develop Buyer Personas
1.) Quantitative Data!
• Net new wins over 1-year period!
• Titles and departments!
• Cross referenced with LI titles!
• Top recurring titles and departments!
2.) Qualitative Data!
• Conduct 5-10 interviews within each title!
• Interview set is representative of regions,!
segmentations and verticals. Verify!
• Aggregate information to create personas!
13. @uberflip#uberwebinar
Develop Buyer Personas
1.) Quantitative Data!
• Net new wins over 1-year period!
• Titles and departments!
• Cross referenced with LI titles!
• Top recurring titles and departments!
2.) Qualitative Data!
• Conduct 5-10 interviews within each title!
• Interview set is representative of regions,!
segmentations and verticals. Verify!
• Aggregate information to create personas!
3.) Operationalize!
• Insights must flow through GTM areas
within the org (ex: marketing ops)!
• Present the personas in a way that is !
meaningful to each department, their !
drivers and challenges!
14. @uberflip#uberwebinar
Develop Buyer Personas
1.) Quantitative Data!
• Net new wins over 1-year period!
• Titles and departments!
• Cross referenced with LI titles!
• Top recurring titles and departments!
2.) Qualitative Data!
• Conduct 5-10 interviews within each title!
• Interview set is representative of regions,!
segmentations and verticals. Verify!
• Aggregate information to create personas!
3.) Operationalize!
• Insights must flow through GTM areas
within the org (ex: marketing ops)!
• Present the personas in a way that is !
meaningful to each department, their !
drivers and challenges!
4.) Content Architecture!
• Once you know who your buyer is, create
a buyers’ journey content roadmap !
• Create a messaging map for each !
persona that addresses their challenges,!
initiatives, and gives value !
18. @uberflip#uberwebinar
Stages of the buyers’ journey
Awareness! Consideration! Purchase!
Blogs!
Whitepapers!
Earned media!
Infographics!
Slideshares!
Videos!
Curated content!
Trend reports!
!
!
“I know there is a !
solution that exists to
my problem.”!
19. @uberflip#uberwebinar
Stages of the buyers’ journey
Awareness! Consideration! Purchase!
Blogs!
Whitepapers!
Earned media!
Infographics!
Slideshares!
Videos!
Curated content!
Trend reports!
!
!
Whitepapers!
E-Books!
Website/landing pages!
Industry reports!
Demos / trials!
Customer case studies!
Product video!
“I know there is a !
solution that exists to
my problem.”!
“I see value in your !
solution & why I should !
add you to our short list.”!
20. @uberflip#uberwebinar
Stages of the buyers’ journey
Awareness! Consideration! Purchase!
Blogs!
Whitepapers!
Earned media!
Infographics!
Slideshares!
Videos!
Curated content!
Trend reports!
!
!
Whitepapers!
E-Books!
Website/landing pages!
Industry reports!
Demos / trials!
Customer case studies!
Product video!
Analyst research!
Product/solution Literature!
Demos!
ROI tools!
Customer case studies!
Customer references!
“I know there is a !
solution that exists to
my problem.”!
“I see how !
you’re different from other !
solutions & why you’re the
right choice.” !
“I see value in your !
solution & why I should !
add you to our short list.”!
21. @uberflip#uberwebinar
Stages of the buyers’ journey
Content can also be helpful in other areas…!
Solutions !
messaging à tie!
to the product !
messaging!
!
Internal !
Education! Advocacy!
Empower the !
market to market
your message!
22. @uberflip#uberwebinar
Persona Based Content Roadmap
AwarenessConsideration
Sys/Network Admin
Informative tech blogs!
Social media!
Tech case whitepapers!
Edu videos!
Infographics!
Business case whitepapers!
Case studies!
Reports & Guides!
23. @uberflip#uberwebinar
Persona Based Content Roadmap
AwarenessConsideration
Sys/Network Admin Mid Managers
Informative tech blogs!
Social media!
Tech case whitepapers!
Edu videos!
Infographics!
Business case whitepapers!
Case studies!
Reports & Guides!
Business case blogs!
Slideshares!
Infographics!
Reports!
Business case whitepapers!
Case studies!
eBooks!
Solution overviews!
24. @uberflip#uberwebinar
Persona Based Content Roadmap
AwarenessConsideration
Sys/Network Admin Mid Managers Founders/C-Level
Informative tech blogs!
Social media!
Tech case whitepapers!
Edu videos!
Infographics!
Business case whitepapers!
Case studies!
Reports & Guides!
Trials/Demos!
Business case blogs!
Slideshares!
Infographics!
Reports!
Business case whitepapers!
Case studies!
eBooks!
Solution overviews!
Thought leadership blogs!
Social Media!
Videos!
Curated content!
Case studies!
ROI tool!
Product overviews!
38. @uberflip#uberwebinar
Content Distribution
Hub and spoke model !
Website
Outages
of the
Century
blog
socialwebsite
email video
slideshare
Business Continuity !
on a Budget!
The Importance of Having a
Business Continuity Plan!
3-part video series!Use in first touch nurture!
Content hub with CTA promotions!