Full [on-demand] webinar: http://bit.ly/content_revenue — Learn how to minimize the content learning curve to maximize revenue, from B2B marketing leader Ardath Albee.

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Creating Content Marketing Programs
that Produce Revenue
Ardath Albee, CEO & B2B Marketing Strategist
@ardath421 | @Kapost

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We thought content marketing would be like…
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But it turned out a bit more like this…

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67% of marketers
feel like kids when it
comes to content
marketing maturity
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Content Marketing Institute

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It’s time to get down to business
Velocity Partners

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Gaining Advantage with Personas
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A persona is a composite sketch of a target market
based on validated commonalities that actively
informs content strategy to drive productive buyer
engagement.

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1st-Person Scenarios
“A Day in the Life”
NO:
Diane is a hard worker who is determined
to make product launches more efficient.
YES:
I’m struggling to get products to market
faster because our processes are too
convoluted but my boss is worried that
changing them will create more chaos.

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Problems
NO:
Inefficiency
YES:
Lack of automated
workflows adds months
to product launches

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Orientation
NO
Married with
2 kids + dog
YES
20 year career
Confident leader
Mentors her team
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Questions:
From Status Quo to Choice
NO:
What features does your product have?
YES:
Given my situation, why should I care?
How do I eliminate X to achieve Y?
What can I do now that I couldn’t do before?
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Aligning with the
Customer’s Journey
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Interest Attention Value Engagement Committee Conversation Purchase
Identify:
• Stages in the customer lifecycle
• Tasks within stages
• Touch points and channels in use
• Gaps in the customer experience
• Opportunities for experience improvement
Customer Journey Mapping

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Engagement Scenarios for Execution
Content marketing is about creating connected experiences
that result in a mutually beneficial outcome.
Scenario 1
Scenario 2
HUB

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Driving Momentum
with Storylines
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Use Q&A as Conversational Puzzle Pieces
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Why should I care?
Why isn’t my workaround good enough?
What will happen if I do nothing?
What are my competitors doing?
What do the experts say?
What are best practices?
What are my choices?
Who has the expertise to help?
What’s the payoff?
What else does it impact?
What if something goes sideways?
How can I be sure you’re the best choice?

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Completing
the Puzzle
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Answer
Question Question
Content Gap

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Engagement Scenarios as Story
How can our product
design teams shorten
time to market?
How a global
collaboration platform
helps designers iterate
faster.
Okay, that’s got
possibilities, but my IT
guy is sticky about
security, give the growth
in data breaches.
What you need to know
about security for global
collaboration solutions.
Got it, thanks. But I’m
going to get pushback on
how easy it is to drive
adoption from HR.
We’re hosting a webinar
about how to fast track
user adoption with our
gamification features…

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Turning Content Into Revenue
Is Always About the Next Move

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Why short-term campaigns don’t work.
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You’ll Need Technology to Make this Work

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Visibility for Context and Momentum
• Collaboration
• Storyline
• Calendars
Content
Marketing
Platform
• Nurture
• Triggers
• Scoring
Marketing
Automation
• Pipeline
• Conversions
• Revenue
CRM
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Analytics

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Content Marketing Platforms
• Treat content as a valuable business asset
• Keep everyone on the same storyline – remove redundancy
• Make content easy to find and use across the company
• Manage content ideation, development, production
• Tag to persona and buying stage to match customer journey maps
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Marketing Automation
• Address the continuum experience
• Direct the right content to the right audience based on context
• Trigger relevant content based on digital behavior to drive momentum
• Coordinate owned and social channels for consistent experiences
• Score for intent, commitment, and sales enablement
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CRM
• Tie opportunities to content marketing programs
• Track content-driven pipeline velocity
• Create a feedback loop with Sales
• Enable salespeople to continue the story marketing started
• Validate contribution to won deals
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Analytics
• Show you what’s working and what’s not
• Enable you to refine on the fly
• Validate marketing performance
• Provide predictive insights to increase buying momentum
• Confirm contribution to revenues
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Takeaways
• Use personas to discover relevant, compelling stories
• Customer journeys are based on a series of engagement scenarios
• Momentum from content marketing is based on “what’s next?”
• Technology unites people and process to deliver compelling experiences
• Compelling experiences contribute to conversions and revenue
Content must have context and purpose that
matches audience perspective to create revenue.
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You are AWESOME!
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Ardath Albee, CEO
Marketing Interactions