It Takes More than a Tech Stack to Drive Demand How to create marketing content that generates high-quality pipeline
Leslie Talbot Vice President of Content Corporate Visions
Email! Content Management! Interactive! Social! MARKETING CRM! Chat! Mobile! Affiliate! AUTOMATION Video! SEO! Lead Mgmt! Enablement! Analytics! Community!
4,000 Technology solutions
ANALYTICS ENABLEMENT 65% ECOMMERCE DISTRIBUTION Traffic & leads MANAGEMENT CREATION
ANALYTICS ENABLEMENT CONTENT ECOMMERCE DISTRIBUTION PROBLEM MANAGEMENT CREATION
Fatal Flaw #1: Your content answers the wrong question
74 % 26 % YOU Buying Vision Bake-Off 60% STATUS Re-define Challenge QUO Needs Assumptions Engage WHY YOU? WHY CHANGE? WHY NOW? THEM
MARKET TRENDS & CHANGES
MARKET LIKELY OUTCOME TRENDS & NEW FLAWED FLAWED THINKING BETTER WAY APPROACH THINKING (DISRUPTIVE PERSPECTIVE) CHANGES CONSEQUENCE OF NO CHANGE
Fatal Flaw #2: Your content is stuck in the dreaded “Red Box of Commoditization”
UNDER- VALUED UNCONSIDERED NEEDS UNMET NEEDS UNKNOWN UNIQUE STRENGTHS Known Commoditized CAPABILITIES Content Known “Value-added” VOC, Personas, Sales Discovery ?’s
THE “HAMMOCK” 100% 70% 20% UNCONSIDERED NEEDS KNOWN/SPECIFIED NEEDS
MESSAGE UNIQUENESS 100 90 80 % 40% more unexpected and unique 70 60 50 Unconsidered Needs Traditional
PROPENSITY TO CHANGE 100 90 80 % 10% greater likelihood 70 60 50 Unconsidered Needs First Known Needs first
Fatal Flaw #3: Your content is overloaded with insights that don’t incite
% $ = < $ # I N S I G H T # $ > + $ %
RESOLUTION Fact + Story = Insight
EMOTIONAL IMPACT 100 90 80 % 12% more powerful 70 60 50 Risk & Resolution Risk Only Resolution Only
BEHAVIORAL IMPACT 100 90 80 % 9% more persuasive 70 60 50 Risk & Resolution Risk Only Resolution Only
ANALYTICS ENABLEMENT ECOMMERCE PROCESS CONTENT DISTRIBUTION MANAGEMENT CREATION
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