content distribution strategy for annual content strategy summit

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Slide 1

How To Build An Effective B2B Content Distribution StrategyConfidential Property of Schneider Electric

Annual Content Strategy Summit, 16-17 February, BerlinGiuseppe Caltabiano, VP Marketing Integration, Schneider Electric

This is an example of a Title Slide. We need to convey Life Is On in everything we do, so try to lead with compelling images that are vibrant, authentic, and human. The human element should be apparent and within the context of a segment that we touch. To keep this PowerPoint template file size reduced, we included a small library of image choices in the Slide Master (under View). You can also get them from the SE Asset Library: https://schneiderelectric.telescopeondemand.com

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Meet Giuseppe Caltabiano

@giusec, giusec.org

Confidential Property of Schneider Electric |Vice President, Marketing Integration - Content, Social Media, PR strategyIT Division, Schneider Electric

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Schneider Electric: a global specialist in Energy Management and Efficiency technology

Balanced geographies FY 2015 revenues

26.6 billionFY 2015 revenues43%of FY revenues as Solutions

5%of FY revenues devoted to R&D

43%of FY revenues in new economiesFour integrated and synergetic businesses FY 2015 revenues

27%North America 18%Rest of the World 26%Western Europe 29%Asia-Pacific

IndustryBuildings & PartnerInfrastructureITPage 3Schneider Electric Investor RelationsExtract from Full Year 2015 Results presentation

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Lets start our journeyBuild the StrategyContent amplificationGeographical distribution

Page 5Confidential Property of Schneider Electric |

Content Marketing is the process of developing & sharing relevant, valuable and engaging content to target audience with the goal of acquiring new customers or increasing business for existing customers.

Page 6Confidential Property of Schneider Electric |

The essence of Content Marketing is to help your Customers find the information they need (in relationships to the products and services you offer).

Pam DidnerContent Marketing Strategist and Author

Historically B2B has required a more rational approachNew technologies and content distribution channels are changing the way B2B companies approach clientsContent Marketing has been adopted by B2B companies at faster speed than B2CContent Marketing is facilitating the convergence between B2B and B2CB2B = still Boring to Boring?

B2B Content Distribution StrategyPage 7Confidential Property of Schneider Electric |

Content Strategy comes first. Social Media and Distribution Strategy will follow.- me

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Content Marketing is ALWAYS ON

Page 10Confidential Property of Schneider Electric |

Buyer Journey and Content Mapping

B2B Content Distribution Strategy

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4 amazing examples of Content MktgPage 12@giusec

Content Loop, Cap GeminiTxchnologist, GEStarWars microsite, LEGODestinations, Lonely Planet

Blogs are at the core of our Content Marketing strategy

B2B Content Distribution StrategyWordPress technologyOur most successful content hub since 2011IT Division Data Center blog count as 20% of overall traffic and content (22 active int and ext bloggers)

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Data Center blog

Certainty in a Connected World blog

Build the StrategyContent amplificationGeographical distribution

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Its not the best content that win: its the best promoted content- Andy Crestodina, Orbit Media

JEFF ROHRS CHANNELS SLIDE EXAMPLE

Keywords & SEO Strategy

B2B Content Distribution Strategy

Page 17Confidential Property of Schneider Electric |

Page 18Confidential Property of Schneider Electric |The YAY-BOO! Scale Content Dist Channels and Social MediaB2B Content Distribution StrategyYAY!BOO!

(B2B version)

Page 19Confidential Property of Schneider Electric |POEM: Paid drives to Owned which drives to Earned MediaB2B Content Distribution Strategy

Content Distribution & Amplification

B2B Content Distribution StrategyPage 20Confidential Property of Schneider Electric |

TweetTweet quotes from the contentUse Click to Tweet buttonsPin it to the top of your Twitter feedPost on FacebookPost on LinkedInPost on Google+Share it in LinkedIn GroupsPost on RedditPin it on Pinterest

EmailSend an In case you missed it follow-up emailUse the subscription box

Optimise the content for SEOAlign the post with a keyphrase.Use related phrases in the articleLink to the post from other postsEmail signaturePodcasts, webinars, presentationsGuest bloggingFacebook and Twitter AdsRetargetingNative advertising

Page 21Confidential Property of Schneider Electric |

The Content Marketing Power LawB2B Content Distribution StrategyPage 22Confidential Property of Schneider Electric |

Unique Page ViewsPagesMore content doesnt get more resultsTop 10% of your posts are your big rocks contentThe concept of the Atomization of contentIf your content calendar is holding you to production goals, youre doing it wrong.

The top 10% of posts (content) got more pageviews than the next 90% combined

Your Big Rock Content

Page 23Confidential Property of Schneider Electric |

Download

Introducing the Big Rock content framework

Content Marketing Strategy for B2BPage 24Confidential Property of Schneider Electric |

SnackbyteseDMBlog postsBig Rock

Social Media - Twitter

Byline pitch

BannersSocial Media - SprinklrCustomised for each country

Build the StrategyContent amplificationGeographical distribution

Central vs. Local

xPage 26Confidential Property of Schneider Electric |

Find the optimal balance between Global and Local

Page 27Confidential Property of Schneider Electric |

Creating content centrally and allowing the countries to fill the gaps might represent a good solution. Pam Didner defines it as the servant leadership relation

Page 28Confidential Property of Schneider Electric |Sample from the Country GuidelinesA Practical Guide to Data Center Planning & DesignOverview: This guide takes the data center professional through step-by-step processes for planning and designing data centers. This guide illustrates clear methodologies on best practices, incorporates at-a-glance calculators and tradeoff tools, and includes an ample library of verified reference designs to simplify and shorten the process while improving the quality of the plan. Audience Definition:Primary Audience: Data Center Professional

The message of this guide trends toward large enterprise sized data centers, but is applicable for all areas of data center planning and design.Availability:

The big rock and available turkey slices can be found here:

https://schneider-electric.box.com/s/r0hls4a25doue12mtlipedigbhy2f8mj

Turkey slice availability see slide 5Content Owner for Qs:Heather PalmerSEO/SEM Keywords:Data center planning, data center design, data center lifecycle Sprinklr Board Link:https://app.sprinklr.com/ui/v3/content/sam#board/57b5bb4ce4b005b1147bdcfb

Sample

This is an example of a Text Slide. Reference the different layout options in the Slide Master (under the View tab) for different variations. Remember, our new Brand Guidelines call for clean and simple messages and design. Reference the PowerPoint Guidelines on the Brand Book for tips and useful information on creating effective presentations.

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Page 29Confidential Property of Schneider Electric |Turkey SliceWeek 1-3Week 3-6Week 6-9Week 9-12Global Blog - A Practical Guide to Data Center Planning & DesigneDMSocial ContentSocial SnackBytesPR Byline PitchDigital/Social Promotion Assets

Timeline and SequencingB2B Content Distribution Strategy** Remember, Big Rock content is designed to be evergreen and can be used and re-used multiple times. Deploying all turkey slice content at the same time is not recommended and defeats this strategy. **

Sample

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We reuse same big rocks but with local content and promotion

B2B Content Distribution StrategyPage 30Confidential Property of Schneider Electric |

Blog post (central)Big Rock

Blog post (India)

Blog post (UK)

Big Rock (Spain)

How we communicate our Content StrategyB2B Content Distribution StrategyPage 31Confidential Property of Schneider Electric |

The CONTENT STRATEGIST biweekly internal NewsletterContent page on Intranet

Page 32Confidential Property of Schneider Electric |

Content Marketing success takes time. We have completed pilot programs, collected inputs and now we are ready to deploy globallyHVC launch

Central6We have successfully completed 6 Pilot Programsto test Content Marketing before going globalHVC launch

UKHVC launch

IndiaHVC + Marketo integration

UKSEM (Paid Search)

UKSEM (Paid Search)

Australia & New Zealand5.4xConversion Rate vs. traditional content(downloads/pageviews)2,600responses (downloads) in 5 months with 1 piece of content$ 100,000First marketing opportunities from 1 piece of contentFirst figures from Pilot Programs are encouraging!1.3Mreach via social media (Planning and Design Guide).27%Social Engagement Rate(Planning and Design Guide)

Content marketing success takes time. Its not a campaign with a start and stop dateBudget, processes and approvals might bring your content marketing initia