Ask the B2B Expert: Dillon Allie on using Content Marketing as a GPS
May 26, 2015
With years of experience on both the client-side and agency-side, Dillon Allie is a truly multi-disciplined, multi-degreed marketing strategy expert. He currently holds the position of VP of Client Services at HDMZ, a full-service branding and integrated marketing communications agency serving science, healthcare and technology brands. Read on to learn Dillon's take on the funnel metaphor and how content marketing and social media has changed the game for the better.
You can find the full interview, along with insights on how to generate awareness, engage prospects, and drive leads with a full funnel marketing approach in The Sophisticated Marketer’s Crash Course in Full Funnel Marketing.
Q&A with Dillon Allie, VP Client Services, HDMZ
LinkedIn: What’s your assessment of how the buyer’s journey has changed and the importance of those changes?
Allie: A lot of our clients are selling very sophisticated, expensive products that have a very long sales cycle, and it’s really a considered purchase. The buyer’s journey is not really a linear path anymore. It’s more about being ready with the content that prospects need when they are making decision or when they’re ready to make that purchase.
LinkedIn: Is the funnel still an apt metaphor for the buyer’s journey?
Allie: The funnel is still an apt metaphor for a lot of industries. We’re starting to look at content as almost like a GPS. Your content needs to be findable and on the map. Your customers may not be looking to buy your products that day, but that doesn’t mean you can’t serve them with something that will make an impression or can’t attract their attention to wherever you’re holding your content. For us, it is trying to figure out which content is going to be most relevant to them.
“We find that the traffic coming from social media to a branded site is a more engaged visitor.”
LinkedIn: What’s your approach to helping your clients with their content marketing?
Allie: Oftentimes, our clients have plenty of great content sitting already on their website or sitting in their marketing folders online. It’s repurposing that content but also providing a central home where all of that content can live and then using your paid media to promote that content. That paid media could be PPC. It could be display networks. It could be direct mail or digital publisher partnerships. All of those references are used to drive prospects back to the content hub. So what’s great about that is that all of your investment at that point has at least a metric that’s meaningful. Your online metrics no longer are vanity metrics. A click means something: the download, the conversion means something.
“The fact they are on social media, learning about that particular subject, indicates that they care more and are more passionate.”
LinkedIn: How has social media changed the game and do HDMZ clients use it?
Allie: We encourage our clients to use social media as a targeting tool. You can use the demographics on social media to serve prospects ads and generate likes. We work with a lot of biotech, drug development, life sciences, diagnostic, and medical device companies. For their patients, we find that the traffic coming from social media to a branded site is a more engaged visitor. The fact they are on social media, learning about that particular subject, indicates that they care more and are more passionate. And they tend to spend a lot more time on the site, and they tend to consume a lot more content than those not coming from social.
For more thought leader interviews and tips on the most effective tactics for reaching prospects at each stage of the buyer’s journey, download The Sophisticated Marketer’s Crash Course in Full Funnel Marketing.