Transforming Your Marketing Team Into A Content Powerhouse
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Transforming Your Marketing Team Into A Content Powerhouse
- 1. Transforming Your Marketing Team Into A Content Powerhouse Join the @ActOnSoftware conversation on Twitter and discover what others are saying about us: #ActOnSW www.act-on.com | @ActOnSoftware | #ActOnSW
- 2. Today’s Presenters Joe Pulizzi Atri Chatterjee CC Chapman CCO, Content Marketing Institute CMO, Act-On Software Author, Thought Leader www.act-on.com | @ActOnSoftware | #ActOnSW
- 3. Crafting your Story • Identify corporate goals and direction Interesting • Understand your audience • Sweet Spot • Image in the marketplace • Company’s value prop • Make story interesting! www.act-on.com | @ActOnSoftware | #ActOnSW
- 4. Finding Inspiration – Audience and Content • Harness the chatter • Targeted engagement • 1:1 content • Customer success stories www.act-on.com | @ActOnSoftware | #ActOnSW
- 5. Reaping the benefits of your content Distribute Replicate Enhance www.act-on.com | @ActOnSoftware | #ActOnSW
Hinweis der Redaktion
- Identify corporate goals and where you want to goUnderstanding your audienceMaking your story interestingSweet SpotWhat are you doing wellWhat messaging resonates with prospects and customersTake advantage of strengthsImage in the marketplaceCompany’s value propWhat do you bring that’s differentThe “So what!”
- Harnessthe chatter? Social media listening – Twitter Prospector: provides market-pulseMonitor conversations around your industry and competitor hashtagsWhat questions are CS & Sales reps getting from prospects/customersHelp identify pain points & what’s going wellTargeted engagement & content specific to firmagraphics and demographicsUnderstand what material would be most informational/educational for your audience – what do they get out of it?Customer stories – what’s driving their successCraft case studies and white paper of interest (repurpose as webinars)
- DistributeWebinar program – consistent frequencyDistribution – email, online, nurture campaigns / Promotional tools that drive response – Email, SM, Trade ReplicateEfficiency: Repurpose content – create once, use manyReplicate in different forms – webinar, white paper, blog posts, opinion piecesEnhanceRealistic success metrics – company-centric conversion ratesEnhance and nurture successes – BKMs and Lessons LearnedReduce and eliminate inefficiencies – capture items to avoidTake feedback, incorporate, and improve the contentI.E. – DRIVE, Always increasing value