Digital Relevance: Developing Marketing Content and Strategies that Drive Results (Ardath Albee, 2015)

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  • Irrelevance (listening, multi-channel comprehension, pronoun shift, product replacement) > shifting relevance (ruthless editing, big-picture perspective, building relationships) > social relevance (conversational competence, connect the silos, continuous improvement, technology engagement) > radical relevance (customer obsession, scenario modelling, predictive analysis)
  • Personas’ distinct value: first-person scenario (urgency), objectives obstacles and orientation, problems, questions, keywords and phrases, social media and online destinations, engagement scenarios
  • Personas (decision maker, influencer, champion, gatekeeper, end user, customer, external influencer, account). Channels (email, website, blog, social media, webinars, virtual event, physical event, advertising, SEO, syndication, sponsorship, partner, reseller, mobile). Content format (email copy, articles, blog posts, micro-content, video, infographic, white paper, ebook, solution brief, datasheet, graphics, comparison, native advertising). Programs (lead generation, demand generation, lead nurturing, public relation, account expansion, customer retention, customer loyalty, vertical specific, newsletter)
  • IDG Connect: 30% of the digital assets either misalign with what buyer value, misstate the value or no value at all
  • Prospect attention: cursory > misleading > voluntary > intentional
  • Content value investment: reinvention > repurposing > repetition
    • Don’t: use the same content over and over again, saying the same thing as everyone else in the market, same self-serving call to action, repost using the same title and link
  • Story content: suspension of disbelief > conflict is compelling > progressive transformation
  • Storynomics: (bystander) creating product content only > (novice) creating campaign-driven content > (expert) shifting marketing to sustainable content creation > (leader) storified marketing > (visionary) storified organisational culture
  • Revelenace > continuum
  • Conundrum of choice (a confusing and difficult problem or question)
  • Engaging diverse audience: why should I care about this? > because your business will lose market share if you don’t > what are my competitors doing about the issue? > they are automating processes to create scale > are there other ways to solve the problem? > yes, but they cost more and introduce risk. Here’s why…
  • Business metrics: revenues influenced, time-to-revenue, retention, cost per lead, ROMI
  • Lead scoring and progression: matching demographics to personas, update progressive profiling technique, scoring behaviours, level the playing field with scoring, validate scoring processes
    • Persona
    • General: touch points
    • Persona storyline: nurture early stage, blog post early stage, like to article mid-stage, webinar mid-stage, nurture mid-stage
  • CliffsNotes: content type and title, date created and creator, industry, persona, buying stage, content key points, issue/problem, content goal, persona question during this stage, answers provided via content, conversational prompts, collateral and follow-on offer


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