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Building a Content Strategy
Setting the Foundation for High-Velocity Content Production
G a r r e t t R u i z
H e a d o f C o m m e r c i a l
C o n t e n t S t r a t e g y ,
A d o b e D X
2© Adobe 2020
Housekeeping
• Questions? Use the Q&A box on your screen and we will get to as many as we can
at the end of the session
• The webinar is being recorded, we will send you the slides and recording once the
webinar concludes
• Posting to social? Use our hashtag #mktgnation
3© Adobe 2020
Speaker
Garrett Rui z
H e a d o f C o m m e r c i a l C o n t e n t S t r a t e g y ,
A d o b e D X
4© Adobe 2020
Everyone has a content strategy …
of 1,200 marketers surveyed
by SEMrush say their
business has a content
strategy
https://www.semrush.com/blog/content-marketing-statistics/
77%
5© Adobe 2020
of 1,200 marketers surveyed
by SEMrush say their content
strategy is EXCELLENT
https://www.semrush.com/blog/content-marketing-statistics/
ONLY
9%
… but nobody is satisfied.
6© Adobe 2020
MARKETERS HAVE TROUBLE WITH THESE 6 THINGS.
Why is content strategy so hard?
1. Creating content that generates quality leads (54%)
2. Creating content that generates more traffic (52%)
3. Developing content that resonates with our target
audience (45%)
4. Improving SEO performance (44%)
5. Finding ideas for creating new content (34%)
6. Demonstrating ROI (30%)
https://www.semrush.com/blog/content-marketing-statistics/
Remember
Your content strategy provides a
conceptual framework and
business case for all your content.
Your content plan identifies the
specific content pieces (eBooks,
webinars, etc.) you’ll need to
execute your strategy.
7© Adobe 2020
How can you build a content strategy
that gets results?
Do these 10 things.
1. Set goals
2. Talk to key stakeholders
3. Look at customer data
4. Define your audience
5. Identify your Big Stories
6. Create a content map
7. Make sure you have a great team
8. Don’t forget distribution
9. Map content to your lead scoring
model
10. Continually refine your plan
8© Adobe 2020
WHAT SHOULD YOUR CONTENT ACCOMPLISH?
1. Set goals
Some examples:
• EDUCATE buyers.
• ENCOURAGE buyers to take ACTION.
• ENDEAR buyers to your brand.
What else matters forYOU?
9© Adobe 2020
CONTENT SHOULD NOT BE CREATED IN A VACUUM.
2.Talk to key stakeholders
CMO
• What are this year’s
strategic priorities?
• What are this year’s key
messages?
• Which personas are we
targeting?
Product
Marketing
• Which new products are
we introducing and when?
• How will these new
releases help our
customers?
• What issues are our
customers struggling with?
Sales
• What are common
challenges you hear from
customers?
• Why do customers choose
us or go with a competitor?
• What kinds of content could
make selling easier?
10© Adobe 2020
3. Look at your customer data
What kinds of
businesses enter
your pipeline?
Size? Industry? Location?
FIND OUT WHO’S MOST LIKELY (AND LEAST LIKELY) TO BUY.
What kinds of
businesses buy
most?
Size? Industry? Location?
Who do we lose to
and why?
11© Adobe 2020
PRIORITIZE PERSONAS AND INDUSTRIES FOR EACH PRODUCT LINE.
4. Define your audience
PRODUCT #1 PRODUCT #2
KEY PERSONAS Marketing Manager
Marketing Operations
Marketing Director (smaller company)
KEY INDUSTRIES Finance
Manufacturing
Wholesale/Distributor
12© Adobe 2020
WHICH KEY MESSAGES WILL DRIVE YOUR CAMPAIGNS?
5. Identify your Big Stories
CAMPAIGN THEMES HIGH ROI TBD TBD
HIGH-LEVEL MESSAGING Proving value is paramount. How do
marketing teams of all sizes execute
innovative strategies while becoming more
efficient?
SUB-THEMES • Do more with less
• Marketing with small teams
• Marketing that drives revenue
PRODUCT FEATURES • Automated experience
• Content personalization
• Revenue attribution
TARGET PERSONAS CMO, director
TARGET INDUSTRIES Finance, manufacturing
13© Adobe 2020
PLAN CONTENT FOR EACH PHASE IN THE BUYER’S JOURNEY.
6. Create a content map
AWARENESS RESEARCH CONSIDERATION ENGAGEMENT
Response AQL SAL SQO
Acquire New Names Drive AQLs & MQOs Convert Engagement to Opps Progress Opps to Bookings
CUSTOMER JOURNEY
LEAD STAGE
DG OBJECTIVE
Core Offers
TRENDS/TOPIC
Big Rock – eBooks,
industry reports,
long-form guides
Derivative Offers
USE CASE
Chapters/spin-offs
from the core offers
CONTENT
MIX
Derivative Offers
USE CASE
Website
Derivative Offers
USE CASE
Webinars
Derivative Offers
USE CASE/SOLUTION
Gartner MQs, Forrester Waves,
G2 Crowd Reports, etc.
Derivative Offers
PRODUCT OR SALES PLAY
Community content
Derivative Offers
USE CASE
Blog posts
Derivative Offers
USE CASE
Quizzes, guides, &
checklists
Derivative Offers
USE CASE
Videos &
podcasts
Derivative Offers
USE CASE
Infographics/
social bites
Derivative Offers
USE CASE/SOLUTION
ROI calculators & maturity assessments
Derivative Offers
USE CASE/SOLUTION
Customer success stories & videos
Derivative Offers
PRODUCT OR SALES PLAY
Data sheets & product videos
Derivative Offers
PRODUCT OR SALES PLAY
Sales offers, e.g., discounts
Derivative Offers
PRODUCT OR SALES PLAY
Competitive takeout
Derivative Offers
PRODUCT OR SALES PLAY
ROI studies
Activation Assets: Search, Emails, Display Ads, RT Ads, Social Ads, Content Syndication, Landing Pages, Web Pages
Awareness
Content
(PR/.COM/BLOG/
SOCIAL)
Aligned awareness
news, media/
influencer outreach,
contributed articles,
social posts
14© Adobe 2020
IT TAKES A VILLAGE TO CREATE GOOD CONTENT.
7. Make sure you have a great team
Content strategists
Plan content; work with
SMEs and product
marketing to understand
changing needs
Content producers
Write, design, and produce
content assets
Content operations
Distribute content outside the
company (email, paid ads,
etc.); catalog content into
libraries; measure
performance
15© Adobe 2020
CONTENT DOESN’T HELP IF NO ONE SEES IT.
8. Don’t forget distribution
Regional
campaigns
Your website Social & blogsEmail & paid
campaigns
PR & events Sales tools
Your
content
• Case studies
• eBooks
• Quizzes
• Podcasts
• Videos
16© Adobe 2020
EXAMPLES
• [Infographic] Visualizing ABMStrategies – 3C
• [Analyst Report] Gartner MagicQuadrant – 1B
• [eBook] Moving to Marketo: AccelerateYour ROI with a Seamless Migration –
2A
• [Webinar] The ROI of Marketo Engage – 2B
• [Case Study] How 3 Companies Broke New Ground with Lead Nurturing – 1A
UNDERSTAND HOW CONTENT DOWNLOADS REFLECT LEAD READINESS AND QUALITY.
9. Map content to your lead scoring model
JOURNEY STAGESCONTENTTYPE
3A 2A 1A
3B 2B 1B
3C 2C 1C
A
B
C
123
Infographic – 3
Blog post – 3
Infosheet – 2
Video – 2
eBook – 2
Webinar – 1
Case study – 1
Analyst report – 1
White paper - 1
Top (C)
Middle (B)
Bottom (A)
17© Adobe 2020
CHECK YOUR METRICS, IMPROVE YOUR PLAN.
10. Continually refine your plan
Get useful feedback:
• Work with your marketing operations
team to ensure you get performance
data on your content.
• Use marketing attribution analysis to
map content to pipeline and revenues.
• Talk to demand generation/campaign
management and sales teams.
Remember:
• A content strategy is only a starting
point.
• If results are not what you expect after
Q1, make some changes.
• If you have a long sales cycle, it may take
a while to get meaningful data.
Q & A
ThankYou

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Building a Content Strategy: Setting the Foundation for High-Velocity Content Production

  • 1. Building a Content Strategy Setting the Foundation for High-Velocity Content Production G a r r e t t R u i z H e a d o f C o m m e r c i a l C o n t e n t S t r a t e g y , A d o b e D X
  • 2. 2© Adobe 2020 Housekeeping • Questions? Use the Q&A box on your screen and we will get to as many as we can at the end of the session • The webinar is being recorded, we will send you the slides and recording once the webinar concludes • Posting to social? Use our hashtag #mktgnation
  • 3. 3© Adobe 2020 Speaker Garrett Rui z H e a d o f C o m m e r c i a l C o n t e n t S t r a t e g y , A d o b e D X
  • 4. 4© Adobe 2020 Everyone has a content strategy … of 1,200 marketers surveyed by SEMrush say their business has a content strategy https://www.semrush.com/blog/content-marketing-statistics/ 77%
  • 5. 5© Adobe 2020 of 1,200 marketers surveyed by SEMrush say their content strategy is EXCELLENT https://www.semrush.com/blog/content-marketing-statistics/ ONLY 9% … but nobody is satisfied.
  • 6. 6© Adobe 2020 MARKETERS HAVE TROUBLE WITH THESE 6 THINGS. Why is content strategy so hard? 1. Creating content that generates quality leads (54%) 2. Creating content that generates more traffic (52%) 3. Developing content that resonates with our target audience (45%) 4. Improving SEO performance (44%) 5. Finding ideas for creating new content (34%) 6. Demonstrating ROI (30%) https://www.semrush.com/blog/content-marketing-statistics/ Remember Your content strategy provides a conceptual framework and business case for all your content. Your content plan identifies the specific content pieces (eBooks, webinars, etc.) you’ll need to execute your strategy.
  • 7. 7© Adobe 2020 How can you build a content strategy that gets results? Do these 10 things. 1. Set goals 2. Talk to key stakeholders 3. Look at customer data 4. Define your audience 5. Identify your Big Stories 6. Create a content map 7. Make sure you have a great team 8. Don’t forget distribution 9. Map content to your lead scoring model 10. Continually refine your plan
  • 8. 8© Adobe 2020 WHAT SHOULD YOUR CONTENT ACCOMPLISH? 1. Set goals Some examples: • EDUCATE buyers. • ENCOURAGE buyers to take ACTION. • ENDEAR buyers to your brand. What else matters forYOU?
  • 9. 9© Adobe 2020 CONTENT SHOULD NOT BE CREATED IN A VACUUM. 2.Talk to key stakeholders CMO • What are this year’s strategic priorities? • What are this year’s key messages? • Which personas are we targeting? Product Marketing • Which new products are we introducing and when? • How will these new releases help our customers? • What issues are our customers struggling with? Sales • What are common challenges you hear from customers? • Why do customers choose us or go with a competitor? • What kinds of content could make selling easier?
  • 10. 10© Adobe 2020 3. Look at your customer data What kinds of businesses enter your pipeline? Size? Industry? Location? FIND OUT WHO’S MOST LIKELY (AND LEAST LIKELY) TO BUY. What kinds of businesses buy most? Size? Industry? Location? Who do we lose to and why?
  • 11. 11© Adobe 2020 PRIORITIZE PERSONAS AND INDUSTRIES FOR EACH PRODUCT LINE. 4. Define your audience PRODUCT #1 PRODUCT #2 KEY PERSONAS Marketing Manager Marketing Operations Marketing Director (smaller company) KEY INDUSTRIES Finance Manufacturing Wholesale/Distributor
  • 12. 12© Adobe 2020 WHICH KEY MESSAGES WILL DRIVE YOUR CAMPAIGNS? 5. Identify your Big Stories CAMPAIGN THEMES HIGH ROI TBD TBD HIGH-LEVEL MESSAGING Proving value is paramount. How do marketing teams of all sizes execute innovative strategies while becoming more efficient? SUB-THEMES • Do more with less • Marketing with small teams • Marketing that drives revenue PRODUCT FEATURES • Automated experience • Content personalization • Revenue attribution TARGET PERSONAS CMO, director TARGET INDUSTRIES Finance, manufacturing
  • 13. 13© Adobe 2020 PLAN CONTENT FOR EACH PHASE IN THE BUYER’S JOURNEY. 6. Create a content map AWARENESS RESEARCH CONSIDERATION ENGAGEMENT Response AQL SAL SQO Acquire New Names Drive AQLs & MQOs Convert Engagement to Opps Progress Opps to Bookings CUSTOMER JOURNEY LEAD STAGE DG OBJECTIVE Core Offers TRENDS/TOPIC Big Rock – eBooks, industry reports, long-form guides Derivative Offers USE CASE Chapters/spin-offs from the core offers CONTENT MIX Derivative Offers USE CASE Website Derivative Offers USE CASE Webinars Derivative Offers USE CASE/SOLUTION Gartner MQs, Forrester Waves, G2 Crowd Reports, etc. Derivative Offers PRODUCT OR SALES PLAY Community content Derivative Offers USE CASE Blog posts Derivative Offers USE CASE Quizzes, guides, & checklists Derivative Offers USE CASE Videos & podcasts Derivative Offers USE CASE Infographics/ social bites Derivative Offers USE CASE/SOLUTION ROI calculators & maturity assessments Derivative Offers USE CASE/SOLUTION Customer success stories & videos Derivative Offers PRODUCT OR SALES PLAY Data sheets & product videos Derivative Offers PRODUCT OR SALES PLAY Sales offers, e.g., discounts Derivative Offers PRODUCT OR SALES PLAY Competitive takeout Derivative Offers PRODUCT OR SALES PLAY ROI studies Activation Assets: Search, Emails, Display Ads, RT Ads, Social Ads, Content Syndication, Landing Pages, Web Pages Awareness Content (PR/.COM/BLOG/ SOCIAL) Aligned awareness news, media/ influencer outreach, contributed articles, social posts
  • 14. 14© Adobe 2020 IT TAKES A VILLAGE TO CREATE GOOD CONTENT. 7. Make sure you have a great team Content strategists Plan content; work with SMEs and product marketing to understand changing needs Content producers Write, design, and produce content assets Content operations Distribute content outside the company (email, paid ads, etc.); catalog content into libraries; measure performance
  • 15. 15© Adobe 2020 CONTENT DOESN’T HELP IF NO ONE SEES IT. 8. Don’t forget distribution Regional campaigns Your website Social & blogsEmail & paid campaigns PR & events Sales tools Your content • Case studies • eBooks • Quizzes • Podcasts • Videos
  • 16. 16© Adobe 2020 EXAMPLES • [Infographic] Visualizing ABMStrategies – 3C • [Analyst Report] Gartner MagicQuadrant – 1B • [eBook] Moving to Marketo: AccelerateYour ROI with a Seamless Migration – 2A • [Webinar] The ROI of Marketo Engage – 2B • [Case Study] How 3 Companies Broke New Ground with Lead Nurturing – 1A UNDERSTAND HOW CONTENT DOWNLOADS REFLECT LEAD READINESS AND QUALITY. 9. Map content to your lead scoring model JOURNEY STAGESCONTENTTYPE 3A 2A 1A 3B 2B 1B 3C 2C 1C A B C 123 Infographic – 3 Blog post – 3 Infosheet – 2 Video – 2 eBook – 2 Webinar – 1 Case study – 1 Analyst report – 1 White paper - 1 Top (C) Middle (B) Bottom (A)
  • 17. 17© Adobe 2020 CHECK YOUR METRICS, IMPROVE YOUR PLAN. 10. Continually refine your plan Get useful feedback: • Work with your marketing operations team to ensure you get performance data on your content. • Use marketing attribution analysis to map content to pipeline and revenues. • Talk to demand generation/campaign management and sales teams. Remember: • A content strategy is only a starting point. • If results are not what you expect after Q1, make some changes. • If you have a long sales cycle, it may take a while to get meaningful data.
  • 18. Q & A