Sean O'Donovan presentation at #toB2B VII

1. Content Frameworks
Collateral Maps
Content Curation/Syndication
Managing Content For Lead Gen

2. Inbound Marketing
Doxim –
Day 1…….

3. Requirements
• Become visible
• Refresh web presence
• Conversion architecture
• Create ‘value-added’ content
• Optimization
• Content Syndication
Short circuit approach….

4. Expert Assistance
Pipeline Optimization Report:
• Content Strategy
• Communication Strategy
• Syndication Plan

5. Help With
• Content
– Research, Planning & Alignment
– Sourcing/Curating
– The Value of Metacontent
• Syndication
– Internet Sharing
– Social Media Marketing
• Curation
– Specifically in relation to Twitter

6. The Buyers Journey
1 Define the 2 Evaluate 3 Negotiate
Problem Alternatives and Commit
Thought Products &
Leadership Solutions Credentials

7. Aligning Content
The Client Define the Evaluate Negotiate
Problem Alternatives & Commit
wants to:
To do this Education & Solutions & Credentials
Thought Product & Decision
they need: Leadership Suitability Support
• 101 Education • Need & Gap • Credentials
Content to • Trends & Stats assessment
• Real use-case
share: • Benchmarks • Solution studies
• comparisons
News • ROI/TCO
• Roadmaps
• Analyst coverage • How to build
• Implementation business case
plans

8. Content Inventory
• Thought leadership
• One (poor) eBook
• One Webinar
• Products and Solutions
• 6-7 Product brochures
• Two CBA Calculators
• Credentials
• Three case studies

9. Content Framework
TARGET • Bank, CU, WM • Bank, CU, WM • Bank, CU, WM • Bank, CU, WM • Bank, CU, WM
• Operations • Operations • Operations • Operations • Operations
• Finance • Marketing • Finance • Marketing • Finance
• Marketing • C-Suite • Compliance • C-Suite • Marketing
• Compliance • Compliance
• C-Suite • C-Suite
NEEDS/PAINS • Reduce • Improve Customer • Process • Integrated • Reduce
Operational Service Improvement Marketing Operational
Expense • Reduce CSR • Ease of document • Cross sell and Up sell Expense
• Meet client workload access • Marketing Cost • Increased
demand for • Branding across • Faster CSR response Reduction Operational
eStatements multiple channels times • Enhanced Customer Efficiency
• Compliance • Reduce Operational Communications • Compliance
• Being Green Expense • Being Green
• Compliance
• Being Green
VALUE PROPOSITION Help Financial Service Providers to create, deliver and manage business critical documents and content more
efficiently and effectively, enhancing their customer’s experience
eStatements Better Looking Document Imaging Statement Based Marketing Know Your Customer
Statements (paperless loans)
Categories • eStatement Best • Communicating • Document imaging • Marketing with your • Compliance and
Practice better with your & management best statements customer
statements practices identification
Topics • eStatements • Better Looking • Document Imaging • Better Looking • Document Imaging
• Customer Service Statements • Customer Service Statements • Customer Service
• Compliance • Customer Service • Operational • Customer Service • Operational
• Operational • Statement Improvement • Statement Improvement
Improvement Marketing Marketing
• Operational
Improvement

10. Collateral Map
EARLY - Research/Identification MID - Identify/Evaluate LATE - Evaluate/Select
COLLATERAL Education, information, Industry Help reader understand why Doxim is the right choice
OBJECTIVE viewpoints, thought leadership
COLLATERAL TYPES White papers, webinars, eBooks, Five and Competitive analysis, Case studies. Testimonials, NPS info, Awards,
Ten things info sheets, videos, How to’s, Data center/data security, 5970, Service and support offering,
Green Initiatives Demo request,
OBJECTIVES Lead Generation/Conversion Help reader to shortlist and select Doxim
EXISTING MATERIAL eBook – Doc mgmt/imaging Service Provider case studies – CUPS, League Data, Gilmore
CBA - Doc Imaging Enhanced statements case study – Wainwright CU
CBA – eStatements Document Imaging Case Study – Westminster Savings
Solutions Videos - doc imaging, KYC, paperless lending
MISSING MATERIALS 5 things to look out for in an eStatement Additional Case studies:
provider •Tax Pack for Wealth Management
eBooks: •eStatements for Wealth Management
eStatements •eStatements for CUs
Better looking statements •Enhanced statements for Wealth management
Paperless lending •Partner marketing programs for Service Providers
Statement solutions 5 ways Doxim impacts your bottom line
eInserts/eNewsletters? Something on Document Management Strategies/going
Going paperless – tied to document paperless(see Doculabs) document
management strategy and tied to the three 5 Ways Doxim impacts your bottom line
types of documents- Point in time, activity, Why choose Doxim
relationship

11. CATEGORY: Early Research and Identification Breaking the Barriers: x
Content focusing on Education, information, Industry viewpoints, Achieving Enhanced /eStatement goals (what’s holding you back?
thought leadership Cost? IT? Exec?)
Doc mgmt - breaking the barriers /making the business case for doc
Have Don’t Have mgmt . Segway to "Developing a great doc mgmt strategy" in the mid to
10 Reasons/Things to look for late evaluation
Things to look for in EStatement provider x
Things to look for in Doc imaging provider x Going paperless x
10 Reasons – eStatements x also tied to document management strategy and tied to the three
types of documents- Point in time, activity, relationship
10 Reasons - BL Statements x
10 Reasons – Doc Imaging x
Other ideas:
14 Reasons – Doc Management x – Branding across multiple channels x
10 Reasons – Enhanced Statements – CSR workload/efficiency x
– Cloud Computing 101 x
Calculators – Document mgmt x
CBA - Doc Imaging x – Compliance x
CBA – eStatements x – Going Green x
– Professional Services - something about figuring out what's best
x
for you? How do you know what you need? Type of thing.
Webinar program
– Developing a Practical Document Management Strategy x
How to: x
– Document Imaging: Capturing the Right Information x Statement Design Principles: Creating Best in Class Statements x
– Paperless Lending Made Easy – Streamlining Your Loan x Pt 1: Effective statement Design x
Management Process Pt 2: Advanced Statement Design x
eBooks: also good blog material Pt 3: Cheques x
Doc mgmt/imaging x
ECM ebook x Primers – “Dick and Jane Style” (or doesn’t have to be that format but a
eStatements quick primer)Good blog material/website/one pager pdf/slideshare. x
x
Also beneficial as sales tool to help reps recognize the needs/pains of
Better looking statements x the target audience.
Paperless lending x
Focus on the needs/pains of target audience picking mkting/ops/c-
Statement solutions x suite/ for example (or whichever made most sense to focus on)
eInserts/eNewsletters? x
“Meet Sally. She’s a marketing mgr at ABC Credit Union,…etc” and the
focus of primer would be on: channels
• Branding across multiple (from content framework doc) x
White papers / short“info” Videos- Trends create document using • Integrated Marketing x
existing content from presentations and ebooks, other sources etc • Cross sell and Up sell x
then can also create “short info video” where it makes sense… good x
• Marketing Cost Reduction x
for website /youtube. Also great blog and twitter food. Example ideas:
• Enhanced Customer Communications x
• Being Green x
Other… x
Statement Trends: The Road to Interactive, Intelligent Documents x
− Customer service x
− Going Green x
eStatement Trends: looking beyond the paper statement. x
− CSR workload/efficiency x
Edelivery
− Operational Improvements x
Enotification − Meeting client needs x
Inserts/newsletters

12. Category: Mid to Late Evaluation and Selection Doxim Customer Service Excellence x
Content focusing on Why Doxim is the right choice Doxim's successful track record of excellent service and support.
We're with you etc.. Create story using customer surveys, customer
Case Studies Have Don’t Have support etc. could have testimonials from clients on sidebar.
Service Provider case studies – CUPS, League Data, Gilmore x
Enhanced statements case study – Wainwright CU x Keeping your Data Secure x
Document Imaging Case Study – Westminster Savings x Doxim data security protocols – 5970 audits etc. You're
eStatement Case Study Credit Union – PenFinanacial x secure.(based from web content)
eStatement Case Study Credit Union – Your Credit Union x
Tax Pack for Wealth Management – OBL x Blog
eStatements for Wealth Management x more bragging about our Awards Tweet/blog
Enhanced statements for Wealth management x Compliance
Partner marketing programs for Service Providers x
Fill in gaps in the categories
Videos
Existing Solutions Videos
doc imaging, KYC, paperless lending x
Solution Videos
Using existing presentations create 30 – 45 second camtasia -
solution/need specific. Youtube/slideshare/website x
Record a video - interview style with Chris R. x
Product Demos x
Papers - also good to parse out for blog food and potentially little
video snippets for You Tube Channel
Why choose Doxim - need to turn this into something that prospect x
5 ways Doxim impacts your bottom line x
Document Management Strategies/going paperless(see Doculabs)
document. This ties back to content created for early category. x
Doxim Professional Services - More than just implementation and
training… or something like that. x

13. Where to Find Content
• Presentations/Webinars
• Product Brochures
• White Papers
• RFPs and Proposals
• Tech Specs & Manuals
• Training Materials
• News Releases

14. Repurpose it
Start with a Turn it into an eBook Create an InfoSheet
webinar
Turn that
Tweet about into a video
Create x blog
it all posts

15. Syndicate & Communicate
Presentations - Documents - Videos

16. Client Conference
Share Take and Repurpose
presentations Syndicate Videos content

17. Content Re-Inventory
• Thought Leadership
• Eight webinars
• Four eBooks
• Multiple “10 Reasons Why” Info sheets
• Dozens of blog articles
• Hundreds of Tweets
• Products and Solutions
• 11+ Product brochures
• 4 videos
• 2 x CBAs
• Credentials
• Eight Case Studies
• Multiple Why Doxim documents

18. Remember the Metacontent
• The content about the content
• Helps merchandize the content
• Almost as important as the content itself
• Develop with the content

19. Metacontent Template
Category Detail
Content topic/title Descriptive title focused on the customer’s pain. 5-10 words , 65
characters, with most important keywords to left
Tags/keywords All the relevant keywords customers would use to describe this
content asset in priority order
Abstract/Description 20-30 word, up to 160 characters, describing what it is and why it’s
worth reading
Call out Typically a significant quote pulled directly from the content copy
Landing page copy Longer description of content, including sub topics and headings,
benefit bullets etc.
Call to action 4-6 words of benefit copy to call the reader to action – typically to
complete the form
Tweets/updates 3-5 tweets promoting the content with keywords and relevant
hashtags as appropriate
Blogs 1-5 blogs that home in on section of the content and provide links
to the complete piece
Thumbnail Hero shot of the content for landing page, blog articles etc

20. Metacontent

21. Metacontent

22. Site Content Brochures
Videos
eBooks
Whitepapers

23. Managing Twitter (et al)
Curating and Sharing
Content

24. Participating in the SM Sphere
How to be in the game…….
Without being swamped by the game

25. Curation

26. Curation

27. Curation

28. Curation

29. Communication

30. Recap
Create a content plan
Create key pieces
webinars, ebooks, etc
Repurpose, repurpose, repurpose
Syndicate and communicate
Repeat

31. More?
sodonovan@doxim.com
416 836 4545