how to take the boring out of b2b content - slides 04/29/14

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How to Take the

BORINGout of B2B Content.

Tuesday, 4/291PM ET/10AM PT

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1. Who’s the presenter?

2. Can I ask questions?

3. Can I have a copy of the slides?

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Yes! Email results@webmarketing123.com.

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Chat us your website and top 2 keywords.

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Our agency builds cutting-edge digital demand gen strategies.

Search Engine Optimization

Website Redesign

Paid Search & Display

Content Creation

Top 500 Fastest

Growing Private

US Companies.

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1 The Science of Share Worthy ContentWhy Epic Content is Worth Your Time & Budget

2 Smart Content Distribution StrategyHow to Ethically Build Links & Boost Rankings

3 Drive Revenue with ContentHow to Finally Close the Loop on Content ROI

4 Live Site AnalysesGet a 2nd Opinion on Your Digital Marketing

On the Agenda

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Source: “Cold, Hard Content Marketing Stats,” Kapost

Fact: Great content delivers awesome results.

62%Costs 62% less than traditional marketing.

3xGenerates 3x as many leads as traditional marketing.

6xWebsite CVR is 6x higher for content marketing adopters.

47%Nurtured leads make 47% larger purchases.

/ Science of Shareworthy Content

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/ Science of Shareworthy Content

93% of marketers use content, yet

only 42%consider themselves

effective. Source: “2014 B2B Content Marketing Trends”, Content Marketing Institute/MarketingProfs

However…

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Source: “Digital Evolution in B2B Marketing”, CEB & Google; Feb. 2013

1 2 3Boring,

ineffective content.

Incomplete digital

integration.

Poorly-optimized

channel mix.

/ Science of Shareworthy Content

Most fumble at implementation.Companies struggle with 3 content marketing pain points.

1

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The average prospect sees 3,500+ marketing messages per day.

Source: Yankevich Consumer Research

Content shock is a big problem.Competition is fierce and time is of the essence.

2/ Science of Shareworthy Content

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Content shock is a big problem.Competition is fierce and time is of the essence.

2

“[Create incredible content] so that you can

earn and own an audience soon,

before the world of content goes from the wild west to an overcrowded, hyper-

competitive field…”

Rand Fishkin Moz Co-founder

Source: “Content Marketers Could Become Their Own Worst Enemy”, Rand Fishkin; Feb. 2014

/ Science of Shareworthy Content

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Beat the crowd.Create content for people.

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It’s a simple formula.

2

3

Evokes emotion – Don’t be afraid to be funny!

Looks pretty- Graphic design matters!

Solves a problem – Make their jobs easier.

1

/ Science of Shareworthy Content

People like content that:

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- Out of the box thinking- Intended for awareness – Top of

the funnel- 300% higher download rate vs

other collateral

B2B Examples: Cloud Managed IT

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- Highlights the business impact- Intended for consideration stage –

Top/Middle of the funnel- Accompanied a white paper- $1M in pipeline revenue with

several closed deals in the first 3 months of launch

B2B Examples: Payroll Services

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- Intended to highlight the data management implications

- Top of the funnel content piece- Accompanied a white paper- $1M in pipeline revenue with

several closed deals in the first 3 months of launch

- 800 contacts were engaged- $250k in revenue generated

B2B Examples: Public Accounting Firm

#123webinar | @webmarketing123

1 The Science of Share Worthy ContentWhy Epic Content is Worth Your Time & Budget

2 Smart Content Distribution StrategyHow to Ethically Build Links & Boost Rankings

3 Drive Revenue with ContentHow to Finally Close the Loop on Content ROI

4 Live Site AnalysesGet a 2nd Opinion on Your Digital Marketing

On the Agenda

#123webinar | @webmarketing123

Make sure your content can be found.

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Calculate your SEO content gap.How much content do you need to create?

1/ Smart Content Distribution

Strategy

# of Buyer Personas

# of Funnel Stages

Covered Topics

Possible Topics[ ]( )

Pieces of content you need to cover your bases.

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Choose keywords carefully.Use Google tools to measure demand and competition.

2/ Smart Content Distribution

Strategy

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Prioritize content creation.Map your keywords & stay organized with a content calendar.

3/ Smart Content Distribution

Strategy

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Get Links!Ensure you get credit for your content

4/ Smart Content Distribution

Strategy

Hyperlink your collateral with strategic keyword usage:

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Get Links!Ensure you get credit for your content

4/ Smart Content Distribution

Strategy

What if they don’t link to me?!?!:

http://moz.com/ugc/guide-to-using-unlinked-brand-mentions-for-link-acquisition-

20981

OR

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Build a strategic content distribution plan.

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Build distribution into your calendar.Map content to the funnel and distribute based on lead behavior.

1Funnel Stage Content Piece

Awareness

Evaluation

Purchase

Educate prospects on the value of digital marketing & foster thought leadership.

Build the business case for why the prospect needs to invest in your product or service.

Give the prospect a reason to choose you over your competitors.

“The Definitive Guide to Display Advertising”

“How to Close More Deals via Digital Demand Gen”

“Why the Webmarketing123 Lead Gen Strategy is the Best”

/ Smart Content Distribution

Strategy

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AdvertorialsDisplay Ads (Plus Retargeting)EmailSEODirect MailerCampaign MicrositeInfographicWebinar & SlideshareBlog PostDon’t forget your social share buttons!!!

Sample distribution channelsHere are some common channels to start with

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Amplify reach with smart advertising.Invest in top performing content to maximize leads.

2

Test content performance across channels.

1

Evaluate best content type: eBook, webinar, video, etc.

2

3

3 paid content campaign factors:

A/B test landing page & ad copy.

/ Smart Content Distribution

Strategy

#123webinar | @webmarketing123

1 The Science of Share Worthy ContentWhy Epic Content is Worth Your Time & Budget

2 Smart Content Distribution StrategyHow to Ethically Build Links & Boost Rankings

3 Drive Revenue with ContentHow to Finally Close the Loop on Content ROI

4 Live Site AnalysesGet a 2nd Opinion on Your Digital Marketing

On the Agenda

#123webinar | @webmarketing123

Can you evaluate content on revenue?

Webmarketing123, 2014 State of Digital Marketing Report

1 in 4 marketers don’t know which channel delivers the highest quality leads.

1 in 3 marketers don’t know which channel generates the most revenue.

/ Drive Revenue with Content

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Tie landing page conversions to revenue in CRM & attribute to mapped keywords.

You MUST map

keywords!

Focus on content that drives revenue.

/ Drive Revenue with Content

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Email results@webmarketing123.com or call 800.619.1570

THANK YOU

Mike TurnerDirector of Business Development

Reach out for a copy of our content analysis framework.

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1 Is Link Building Dead?Inside the Link Building Debate

2 The New SEO BlueprintActionable Tips to Secure Your Search Rankings

3 Bounce Back from a Google PenaltyEssential Steps to Recovery

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