planning and executing a b2b content strategy

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@daniellambert07 | daniellambert007@gmail.com

Bringing professionals together around content

Planning & Executing a B2B Content Strategy Using Traditional and Social

Media

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According to Nielson – 2013-08-05

“Brand spend less on paid ads

and more on custom content”

http://www.brafton.com/news/brands-spend-less-on-paid-ads-more-on-custom-content

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Here’s why according to Demand Metric:

“Per dollar spent, content marketing

generates about 3 times as many leads as

traditional marketing and it costs 62% less”

http://www.adrants.com/2013/05/content-marketing-costs-62-less-than.php

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Knowledge Influencers’ Content is Trusted More then Ads …

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… Using Instead Various Accessible B2B Content Tactics

10 of the top 12 B2B content tactics:1. Customer testimonials2. Case studies3. In-person events *4. Online articles5. Videos6. White papers

http://i.marketingprofs.com/assets/images/daily-data-point/effective-content-marketing-tactics-large-b2b-2013.jpg

7. Product demos *8. Webinars/Webcasts 9. Social Media10. Research reports11. eNewsletters12. Blogging

*: Not digital marketing content

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Still, Creating Good Content is Challenging.

http://blog.marketo.com/blog/2012/12/the-contentious-state-of-b2b-content-marketing-infographic.html?fullsize=http%3A%2F%2Fblog.marketo.com%2Fwp-content%2Fuploads%2F2012%2F12%2Fcontentious-state-of-b2b-content-marketing.png

4 top marketing content challenges:

1. Producing enough content

2. Producing engaging content

3. Producing a variety of content

4. Lack of budget

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It Requires You to Find Out Why You Need Good Content …

http://i.marketingprofs.com/assets/images/daily-data-point/effective-content-marketing-tactics-large-b2b-2013.jpg

What Are Your Top Marketing Goals?

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… and then Start Creating Good Content with Persistence and Within your Budget in 7 Easy Steps

http://contentmarketinginstitute.com/2013/05/leaner-effective-content-marketing/

7 Steps to create good B2B marketing content:

1. Research2. Create3. Approve4. Publish5. Promote6. Measure7. Refine and

Repeat

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Step 1 – Research

Step 1 in creating goodmarketing content involves:

a. Discoveryb. Researchc. Curationd. Filteringe. Reading f. Understanding… in collaboration with colleagues andkey influencers.

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Step 2 – Creation

Step 2 in creating goodmarketing content involves the creation of:

a. textb. imagesc. videod. infographics e. social media content… in collaboration with colleagues and key influencers.

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Step 3 – Approbation

Step 3 in creating goodmarketing content involves the approval of your content by your:

a. Colleaguesb. Key influencersc. Your boss andd. Your client(s)

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Step 4 – Publishing

Step 4 in creating good marketing content involves communicating using:

a. Company Web siteb. eNewslettersc. Blogsd. LinkedIne. Twitterf. Facebookg. YouTubeh. Google +i. Other social media

platformshttp://blog.marketo.com/blog/2012/12/the-contentious-state-of-b2b-content-marketing-infographic.html?fullsize=http%3A%2F%2Fblog.marketo.com%2Fwp-content%2Fuploads%2F2012%2F12%2Fcontentious-state-of-b2b-content-marketing.png

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Step 5 – Promotion

Step 5 in creating good marketing content involves optionally promotion as followed:

a. Search engine ad placements (until content marketing gets you to page 1)

b. Social media ad placements

c. Specialized magazine adsd. TV or radio ads

ads

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Step 6 – Measuring

Step 6 in creating good marketing content involves measuring the following:

a. Audience/viewers engagement (on your Web properties and social media presence)

b. Bottom line impact (marginal profit contribution of conversion from leads to total revenue)

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Step 7 – Refining and Repeating

Step 7 in creating good marketing content after carefully examining the results of your measurement involves refining your content with the following:

a. Starting with a small projectb. Repeating the process at

regular intervals with more and more projects

c. Using an editorial schedule to facilitate collaboration and execution of all your marketing content projects

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Thank you!

Daniel Lambert

daniellambert007@gmail.com514-996-7930

Bringing professionals together around content