Akoonu Adds Content Planning to its Platform for Strategic Marketing

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Integration of content planning with in-depth journey maps and personas ensures marketers create strategic, buyer-centric content plans that reach all audiences across all stages of the buyer’s journey

Akoonu, Inc.™ today announced that it has expanded its strategic marketing platform to include a Content Planning module, which provides collaborative features, frameworks, and workflows enabling B2B marketers to develop strategic content plans from ideation through fully descriptive briefs. Through integration with the Akoonu Audience and Brand modules, the Content Planning module helps guide marketers to create buyer-centric content plans balanced to address purchaser needs across all personas and journey stages, giving Marketing and Sales the content coverage they need to engage and nurture all buyers throughout the entire funnel.

Unlike current offerings that focus on planning for content production, Akoonu enables strategic content planning by tying audience understanding into the content planning process. Akoonu empowers marketers to develop in-depth journey maps and personas through qualitative and quantitative data, to collaboratively enhance brand messaging, and to develop targeted messages by persona and journey stage. Its Content Planning module integrates with these robust, data-driven buyer insights and corresponding targeted messaging to inform the planning and development of high quality content and sales enablement.

“I love that when I create a brief in Akoonu, I can easily share it and any relevant personas and brand guidelines on the Akoonu portal for the content producer to access. The ability to plan our content against our personas and journey maps and give our content creators all the information they need in one place allows them to more efficiently create content that our audience finds valuable,” said Asma Stewart, VP of Marketing at Propel(x).

Features within the Akoonu Content Planning module include:

-Content Ideas: Add content ideas and define them with a summary and/or attached documents.
-Mindmap: Brainstorm your content idea from inception by creating a visual map that can be automatically translated into an outline.
-Idea Mapping: For each content idea being considered for promotion, tag the relevant business objectives, audience focus, themes, campaigns, lines of business, journey stages, journey stage needs, and personas.
-Candidates: Promote content ideas that you’re considering creating to candidate status for review by others.
-Candidate Voting: Vote on candidates to assess their priority for promotion to completed briefs. All portal users can vote, which can include any number of people from any part of the organization.
-Briefs: Promote winning candidates to briefs and leverage a framework that includes keywords, goals and cost, usage plan, targeted messages, production details, and outline to create detailed content briefs that fully inform the writer and enable you to track your content planning over time.
-Themes and Audience Focus: Identify and define the themes and group within your total audience that will guide your content planning for a specified time period.
-Portal: Publish journey maps, buyer personas, brand standards, and content plan to the online portal, where users can access, share, and comment on each of these elements in real-time.

Benefits of the Akoonu Content Planning module include:

-Strategic content planning: Create a content plan that provides the right balance across audiences, journey stages, and business objectives rather than over-invest in one audience or stage in the funnel.
-More efficient, targeted content creation: Leverage detailed briefs and integrated rich buyer insights to efficiently create more targeted content that’s aligned to buyers’ needs, produces better leads, and accelerates prospects through the funnel.
-Faster content planning: Use efficient built-in workflows for more organized and productive content planning from ideation through completion of detailed briefs.
-Organizational alignment: Vote on candidates to prioritize content assets and ensure your content plan supports the themes and audiences identified as important for your business.

“Today, buyers expect great content that is relevant, engaging, and satisfies their needs on their buying journey,” said Jeff Freund, CEO and Founder at Akoonu. “For organizations to stay competitive, they must take a data-driven, in-depth approach to understanding their buyers and how they buy, and use this knowledge to inform what and how content is created. Buyer-centric content planning that incorporates journey maps, personas, and targeted messages will produce content that drives more engagement, more conversions, and ultimately more revenue.”

About Akoonu
Akoonu, Inc. ™ is the first platform for strategic marketing that empowers B2B marketers to develop and operationalize the essential elements for successful buyer-centric marketing from planning through execution. Our configurable frameworks, data and systems integrations, workflows, and collaboration features enable B2B marketers to develop: in-depth buyer’s journey maps and buyer personas; brand messaging and targeted messages by persona and stage; and strategic content plans from ideation through fully descriptive briefs. Our platform activates these elements organizationally so that everyone across Marketing, Sales, Product, and Services can access, leverage, and share them in real-time. As a result, marketers can align internal activities – like content creation, sales enablement, and campaigns – to buyers’ needs and processes. Through this internal alignment and richer understanding of your audience, you’ll provide buyer-centric experiences that fuel relationships, convert leads, and drive business growth. For more information, visit http://www.akoonu.com and follow Akoonu @Akoonu.

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Heather Miller
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