Like so much in today’s world, sales and marketing are in the midst of big changes. New rules increasingly apply. This article has been written in support of a recent video presentation we completed, telling the story of a super successful geospatial content marketing campaign. In this post I wanted to share the slides used in the video, plus additional context.
Watch the video at this link.
In the video, we walk through the approach we took in the content marketing campaign. We share the content created, and results in terms of views, web traffic and leads generated. You will notice (and apologies in advance) that some of the slides below include blurred information, that is to avoid stealing the thunder from the video, and to encourage you to watch the (free) video; which tells the full story.
Slide 1 – Content and the Sales Funnel
In the past, content marketing was focused on SEO. That is write an article, load it up with keywords, publish. And hope they will come!
Guess what? Thanks to social media, and shorter attention spans, that world has changed.
The new rules of marketing require content to follow the path of the buyers journey and content funnel. That is the 5 steps shown below:
Slide 2 – The 10 Step Geospatial Marketing Content Sequence
For content marketing, SEO is still important, just less so. Below you will see the sequence we follow for all our geospatial content marketing campaigns. And yes, it does start with an article, but goes considerably further; leveraging punchy images, video and rolling into a nurture campaign.
Note, in this article we are using the term geospatial. That includes earth observation, satellite, IoT .. indeed any data and analytics which are focused on location-based data. Location intelligence and GIS are both included under this general umbrella.
The next 4 slides show the actual content created as part of the campaign. From:
Slide 3 – The Article
Below is the article LinkedIn teaser. Key here are the article title, article image and text used in LinkedIn to link to the actual article (published as a blog). Note, some of those reading this post may well have read the article and seen the associated content before.
Now you get to see the ‘method in the madness’!
Slide 4 – The Call-To-Action
Too often half done or forgotten. Your CTA is your interest and relationship builder.
Slide 5 – Social Media Reminder 1
In this case we used an image. For those who missed the article on day 1. On day 2 this is their powerful reminder.
Slide 6 – Social Media Reminder 2
In this case we used a video. For those who missed the article on day 1, the image reminder on day 2. This is another reminder on day 3. If done well, video can be very compelling.
Slide 7 – Measure. Measure. Measure.
How do you know what works and what is a fail?
Below we share the results of the campaign.
I know, I promised 8 steps!
The last slide I will leave in the video (I know, you are gnashing your teeth). This slide steps through what we learned from the campaign.
Right, now watch the video!