PHASE 4: CONTENT PLANNING

Earn brand preference by satisfying the information needs of your target customers and prospects with relevant content.

 

Content marketing generates revenue when you know exactly what information your customers need, where they need it, how often they need it, and in what form they need to consume it. The right content marketing strategy will support your campaigns and enable your sales team to be more effective.

Rapid Diagnostic

1. Using a research-based approach, you have segmented and prioritized your customers and prospects (i.e. Buyers).

2. You understand and have prioritized the information needs of your Buyers. (i.e., what type of content and when and how do they want to receive it).

3. You know how your Buyers go to fulfill their information needs.

4. You have audited your content in the last 12 months and have identified the gaps you need to fill to best serve your Buyers.

5. You maintain a content roadmap that is aligned to your campaign execution plan.

6. Based on research, you have accurately identified and prioritized all customer touchpoints (i.e. the Buyer’s Journey).

7. You have created a catalog of content, and you have mapped every asset to the appropriate phase of the Buyer’s Journey.

8. You customize your content based on the Buyer and the distribution channel.

9. You have a method for the real-time measurement of the performance of your content.

10. Your content is actively used in the field, which leads to the desired revenue outcomes of the company.

Deliverables

• Content Audit

• Trigger Event Analysis

• Editorial Calendar

• Production Schedule

• Content Distribution Plan

INDUSTRY
STRATEGY AREA
CONTENT TYPE
Customer Journey Map Evaluation Tool
June 7 2019
Customer Journey Map Evaluation Tool
VIEW
Competitive Map Tool
June 7 2019
Competitive Map Tool
VIEW
UX Discussion Planner Tool
June 7 2019
UX Discussion Planner Tool
VIEW
previous
1 of 124
right
Loading...
Marketing Strategy
Getting Great Marketing Staff - the Biggest Challenge for Today's CMO
The CMOs and senior marketing leaders we work with have been navigating a dramatic shift in how the C-suite understands marketing’s contribution to revenue.  By and large, the changing perspectives of fellow executives about how to partner with the marketing...
Read More
Sales Strategy
Recover the Strategic Value of the Sales Operations Function
It is axiomatic that the Sales Ops function should hold a valuable position in a B2B sales organization. Yet, they sometimes do not. Their role is diminished, their duties curtailed, their impact constrained. This can happen purposefully by a sales...
Read More
Sales Strategy
Uncover Blind Spots Through Sales and Marketing Alignment
Who’s on First? The classic comedy sketch by Abbot and Costello plays on a series of misunderstandings perpetuated by rat-a-tat wordplay. Costello cannot grasp why Abbott’s roster includes ‘Who’ at first base, ‘What’ at second, ‘I Don’t Know’ at third, a...
Read More
Marketing Strategy
Should CMOs Invest in a User Conference?
The time has come – your annual user conference is around the corner, teams are divided, and the all too familiar battle has begun. In one corner, teams shout opinions about the outlandish cost, lack of ROI, and better ways...
Read More

Stay up to date with our latest insights, benchmarks, strategies & more

CREATE AN ACCOUNT

Join our team of passionate professionals and find your full potential

ALL OPEN POSITIONS