Feeding The Content Beast: Real-World Ideas For Turning Product-Centric Assets Into Funnel-Filling Content

#C2C16

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#C2C16#C2C16TheContentBeast

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76%ofB2Bbuyersprefer

differentcontentateachstageoftheirresearchprocess

Source:Pardot

ARelentlessAppetite

#C2C16

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ARelentlessAppetiteeBooks |Whitepapers|Videos |Webinars |BlogPosts

GuestBlogPosts |OverviewReportsBylineArticles|Infographics|FAQ |SocialPosts

Newsletters| BuyingGuides|DemoVideosSpeakingEngagements |CaseStudies

DataSheets|PricingGuidesTestimonials |ROIcalculators

CustomQuotes|OffersDeepBlogPostsTestimonials

#C2C16

#C2C16

eBooks |Whitepapers |Videos|Webinars |BlogPostsGuestBlogPosts|Overview Reports

Byline Articles|Infographics|FAQ| SocialPosts

Newsletters|BuyingGuides |DemoVideosSpeakingEngagements |CaseStudies

Data Sheets |PricingGuidesTestimonials |ROIcalculators

Cu stomQuo tes| OffersDeep B lo gP o stsTestimon ials
















ContentMultiplierEffect…Inevitably,wefallvictimtothe

SOLUTION1 SOLUTION2 SOLUTION3 SOLUTION4

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Personas?Don’tEven GetMeStarted

PeopleLineUp toHelp…

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Fortunately,

GreatSourceMaterials

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Andtheyalwaysprovidepiles of

MarketRequirementsDocsUseCaseDocsStrategicPlansProductRoadmapsProductBriefs

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FeedingTheContentBeast

Real-WorldIdeasForTurningProduct-CentricAssetsIntoFunnel-FillingContent

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AboutMe

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§ 25YearsB2BMarketing§ Escalate,RedPrairie,JDA

§ Today:Aptos§ DirectorofMarketing§ Brand,Content,Digital

§ Target:RetailExecutives

@davethewavesd

#C2C16

HowIUsedtoSpendMostofMyDays…

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Maybethere’sabetterway

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An“ahamoment”fromaveryunlikely source…

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Q32011

Q42015

23M

75M

StreamingSubscriberGrowth2011-2015

Source:Statista

Q12012

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Ratherthanonlythinkingabouthowtobestmarket contentfromothers…

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Theybeganthinkinglikeapublisher

“aha!”

2011

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TargetAudienceInterests

Netflixbeganmining theirrichdatatounderstand

todrivecontent development decisionsinaddition tocontentmarketingstrategies

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Q32011

Q42015

StockPriceGrowth2011-2015

Source:YahooFinance

Clearly,asuccessfultransitionfrom

ContentMarketertoPublisher

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600oforiginal contentplannedfor2016

Source:Netflix

hours

PRESENTEDBY

#C2C16

ThinkingLikeaPublisherintheB2BWorld

5GuidelinesforContentMarketers

1.GivethePeopleWhatTheyWant

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(Notwhatwewantthemtowant)

2.EmbraceCreativeThinking

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3.ObsessOverQuality

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4.Publish,or…

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5.HireaManagingEditor

ALLMEN

THE PRESIDENT’S

PRESENTEDBY

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ThreeReal-WorldCaseStudiesHowAptosAppliedtheseLessonsto

Reach,EngageandInfluenceRetailExecutives

What’sofInteresttoRetailers?#C2C16

What’sNextCaseStudy#1

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OriginalProductContent

CloudExpansionOpenAPIs

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ProgramProfileThinkingLikeaPublisher

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FutureinRetail?Does3Dprinting haveabona fide

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CanTechTellifWeAreintheMoodtoShop?

Mood-sensing personalization:

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VirtuallyUnstoppable?

IsVirtualRealityinretail

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HighlyConsumable,Audience-CentricContentUserConferencePresentation

25C-SuiteAttendees(5Xprioryear)

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HighlyConsumable,Audience-CentricContentRepurposed intoaWebinar

~300Attendees/On-DemandDownloads

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HighlyConsumable,Audience-CentricContentLeveragedforaneBook

~100Downloads

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HighlyConsumable,Audience-CentricContentAugmented withCustomResearchCollectedviaWebinarPolling

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CompanioneBook

~50Downloads

WhatElseisofInteresttoRetailers?#C2C16

ShopperDataCaseStudy#2

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OriginalProductContent

SalesChannelsFulfillmentChannels

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ShopperInsightsTheChallenge:ConnectingProductIntegrationPlansto

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SpendingaFortune

And todosowithout

CONSUMERDATA

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ShoppersontheStreet3Cities|100Shoppers|6Questions

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HighlyConsumable,Audience-CentricContenteBook

100+DownloadstoDate

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HighlyConsumable,Audience-CentricContentWebinar

150+RegistrationstoDate

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MainstreamMediaPotentialHigh-appealcontentleadsto

StoryPitchestoMetroDailiesinProgress

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ExtendingtheProgramisEasyContentMarketerasPublisher’sBonus:

WhatElseisofInteresttoRetailers?#C2C16

RetailGivingBackCaseStudy#3

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AWorthyCauseInexorablyConnectedtoRetail

17Countries•47Projects• 143,000Kids

RetailGivesBack

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CultureChangeSuccessasapublisherhasledto

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3.4MSeason1downloads/episode

Source:Forbes

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1.9Mviewersperepisode (01/24/2016)

Source:TheNielsenCompany

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§ TrustedFormat§ PersonalConnection§ Convenient

NewMedia’sMostEffectiveStorytellingAsset?AudioPodcasting

39Mdownloadmonthly

3X2010downloads

Theuntoldstoriesofthepeopleof retailwhohavemadevulnerablechildrenaround

theworldapriority intheirlives

#C2C16

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CommerceofCaring.org

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§ Planning6episodesforfirstseason§ Liberia,Congo,Honduras,SouthAfrica

§ Newepisodeevery6-7weeks§ Supportingprogramsforeachepisode

§ Pressrelease/mediapitches§ Socialmedia§ e-Mailcampaigns§ Paidadvertising§ Callscripts

StorytellingasContentMarketing

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InClosing…

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#C2C16Dude, That’s SO METAConstantlyapplyingthoselessonslearned

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NottoGetTooMeta…

Audience-CentricContentIntegrationPlanasContent

PodcastsasContentOriginalProgrammingPublishing =ContentMktg

RoadmapasContent

#C2C16TheContentBeastTheContentedBeast

#C2C16

[email protected]@davethewavesd

#CommerceOfCaring

ThankYou

#C2C16

Feeding The Content Beast: Real-World Ideas For Turning Product-Centric Assets Into Funnel-Filling Content

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