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10 Steps to Successful Offer Content
Tendo Communicationson 8 October 2013
Transcript of 10 Steps to Successful Offer Content
a recent CMO Council
survey on vendor selection
of the respondents said
a major to moderate role in selecting a vendor...
If that's true, why
aren't more of us connecting
...our focus looks like this...
...when it should look like this.
Yet, when it's time to
plan and execute our
demand gen activities...
Let's talk about
content for a ...
Our definition of
Premium content that sits behind a form
Where does this content come from?
... and neglect to determine if it really
That's no surprise. It makes sense to use the content you already have.
But despite good intentions,
that doesn't always make sense.
Much of the content you have ...
Product spec sheets
In exchange, you must offer them something VALUABLE.
So what's a marketer to do?
Which showed that
With a gated offer, you're asking your audience to give you something of VALUE — their information.
with the needs of your audience.
... isn't suitable for
Start with your audience
Does your content address your customers'
pain points and opportunities?
If there's nothing in it for them, why would they trade their information for yours?
Clarify your objectives
What do you want your content to do for you?
a thought leader?
Identify your objectives to determine when and where your offer content will be most effective.
Align to the message
All of these
within them must
...just as your
Consider the source
The CMO Council study showed that respondents most value and trust content...
The lesson: Capitalize on accredited institutions
and independent sources of thought leadership
Understand the journey
paths on the customer journey
types of engagement
Start with an audit of your content
Create new content where you find gaps
Make it easy for your audience to learn more or convert at every point in the journey
Strive for a balance of awareness,
consideration, and decision content
Here's a simple to-do list. Be sure to
check each of these:
Think beyond the form
Getting their information
... but meeting customer expectations is even more important after they've passed
Make it mobile
Make sure the experience is device agnostic and mobile optimized.
"Just when we start to figure out smart phones, tablets come along... In less than
tablet shipments surpassed PCs and notebooks."
—Mary Meeker, KPCB, May 2013
The title matters
Ever judge a book by its cover?
It's what captures our attention.
"New strategies make
data protection easy"
"How to protect your data
in three easy steps"
Give 'em a taste
Give away a piece of your offer
to whet their appetite.
Repurposing part of your offer content — an infographic from a white paper or an excerpt from a webinar — are powerful ways to let the audience know what they'll be getting and make them hungry for more.
Last one. Are you still paying attention?
Testing is a best practice, and practice makes for informed steps. Make time for testing.
Test, test, and test again!
10 Steps to Successful Offer Content
Want to increase the effectiveness of your offer content? We can help. Contact us at firstname.lastname@example.org.